Adobe Express has launched a new marketing campaign titled “Now Everyone Can Design Jhatphat Fatafat” featuring actor and comedian Sunil Grover, alongside digital creators Sahiba Bali, Aaditya Kulshreshth, and Vishnu Kaushal. The campaign, conceptualised by Airtel’s in-house creative team, aims to position Adobe Express as an accessible design tool for everyday users.
The campaign is being rolled out during the ongoing cricket league season, with films going live on JioHotstar from May 2 across connected TV and mobile platforms. It is supported by a broader digital media strategy and out-of-home placements across key metro markets in India, with a reported reach of over 150 million users.
At the centre of the campaign is Adobe’s partnership with Airtel, under which Adobe Express Premium, valued at approximately ₹4,000, is being offered free for one year to Airtel’s 360 million customers via the Airtel app. The initiative is aimed at expanding access to creative tools and encouraging wider adoption among non-design users.
The campaign films are built around a humour-led narrative, drawing from everyday situations where people receive unsolicited feedback on design choices. The storytelling uses relatable scenarios to highlight how Adobe Express enables users to create professional-quality visuals quickly.
One of the primary films focuses on a wedding invitation scenario. In the film, Sunil Grover plays the role of a family astrologer who critiques a poorly designed wedding invite shared by a young couple, played by Sahiba Bali and Aaditya Kulshreshth. The narrative unfolds through reactions from family members and guests, before shifting to Grover presenting a redesigned invitation created using Adobe Express. The film concludes with a demonstration of the app’s interface, reinforcing the message of ease and speed in design creation.
In addition to the main films, the campaign includes a series of short-format videos that cover multiple everyday use cases. These include birthday greetings, party invitations, memes, WhatsApp messages, and promotional creatives for small and medium businesses. The objective is to showcase the versatility of Adobe Express across personal and professional scenarios.
The campaign aligns with Adobe’s broader strategy of making creativity more accessible through simplified tools. Adobe Express is positioned as a platform that enables users without formal design training to create visual content across formats. The integration with Airtel’s ecosystem is expected to further increase accessibility and drive usage among a large base of mobile-first consumers.
The media rollout has been designed to leverage the high engagement levels associated with cricket programming in India. By launching during a major sports event, the campaign aims to reach a diverse audience across age groups and demographics.
Industry observers note that partnerships between technology companies and telecom operators are becoming more common as platforms look to scale distribution and user adoption. In this case, the collaboration between Adobe and Airtel combines content, technology, and distribution to target mass-market users.
The use of creators and entertainers in the campaign reflects a continued trend of blending digital-first talent with mainstream media to drive relatability and reach. The humour-led approach also aligns with broader advertising trends during cricket season, where brands aim to capture attention in a high-clutter environment.
With this campaign, Adobe Express seeks to strengthen its positioning in the growing market for easy-to-use design tools. The focus remains on simplifying creative workflows and enabling faster content creation for a wide range of users.
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