Ugaoo launches new campaign featuring Jackie and Tiger Shroff to highlight ease of plant parenting. Reading Time: 2 mins read Mumbai: Ugaoo, a gardening and plant-care brand, has launched its latest campaign featuring actor and plant enthusiast Jackie Shroff alongside his son, actor Tiger Shroff. The campaign uses humour and a father-son narrative to highlight how easy and accessible plant parenting can be for modern consumers. The campaign builds on Jackie Shroff's widely recognised passion for plants, using it as the foundation for a humorous storyline around Tiger's childhood. The film imagines Tiger's fitness, backflips and distinctive personality as the result of his attempts to compete with his father's "plant babies" for attention. The campaign seeks to address the hesitation often associated with becoming a plant parent, while positioning Ugaoo's products and services as solutions that can simplify plant care. Speaking about the campaign, Siddhant Bhalinge, Founder & CEO, Ugaoo, said, "At Ugaoo, we've always believed that plant parenting can be easy and enjoyable. With this film, we wanted to bring that belief to life, using Jackie's genuine and well-known love for plants as a starting point, with Tiger adding his own perspective to the story in a fun, natural way." Reflecting on his association with Ugaoo, Jackie Shroff said, "Ugaoo and I have a natural synergy because plants have always been a big part of my life, and that's exactly what the brand is bringing into more people's lives. It's been over a year, and I've enjoyed being part of it. I get to talk about something I truly care about, be myself and see more people discover the joy of plant parenting. That's what makes this association meaningful to me." As part of its plant and gardening portfolio, Ugaoo offers more than 100 indoor plants, along with XL plants, pots and gardening essentials. Its product range includes ceramic, wooden, plastic, metal, 3D-printed, FRP and self-watering pots, as well as organic fertilisers, soil mixes, gardening tools and watering solutions. The brand also offers a 30-day plant replacement guarantee. The campaign film has been conceptualised and produced by Kulfi Collective, with White Rivers Media serving as its digital media partner. Commenting on the creative approach, Akshat Gupt, Director, CEO and Co-founder, Kulfi Collective, said, "Jackie sir's love for plants is already such a recognisable part of who he is, so we wanted to build the story around something that felt equally true to Tiger. The fun was in imagining that everything we know Tiger for today (the backflips, the fitness, even that incredible flexibility) was really just the result of a childhood spent competing with Jackie's plants for attention. That gave us a playful way to weave a father-son story while landing the brand truth about Ugaoo: plant parenting today doesn't have to demand quite so much of you," "Having Jackie and Tiger play these exaggerated versions of themselves made the humour feel natural, and gave us plenty of room to push the absurdity. They were both such sports and really brought the concept to life!" he added. Ugaoo operates a 25-acre farm in Talegaon, where its plants are grown and packaged in-house. The company currently has 21 experiential stores across Pune, Mumbai, Delhi, Bengaluru and Hyderabad, alongside its online platform and presence across marketplaces and quick-commerce platforms including Blinkit, Amazon, Flipkart, Pepperfry and Varee. Through the campaign, Ugaoo aims to strengthen its positioning as a destination for plant parents while showcasing the role of its product portfolio in making gardening more convenient for consumers.

Kulfi Collective launches 'Play It Forward,' a five week residency in association with Maker's Asylum for India's Next Generation of Creative Technologists. Building on its commitment to nurturing emerging talent, Kulfi expands Play It Forward into a first-of-its-kind residency program that bridges the worlds of creativity, technology and culture. Creative studio Kulfi Collective today announced the launch of Play It Forward, a Creative Tech Residency developed in association with Maker's Asylum to back India's next generation of creative technologists. As the worlds of advertising, design, engineering, storytelling, and emerging technology continue to converge, the need for multidisciplinary talent has never been greater. Yet, young creators have few opportunities to develop skills across these disciplines while working on real-world projects. Play It Forward was created to give that talent a place to experiment, learn and build. The program began in 2024 as a film competition inspired by Kulfi's own origin story. Fourteen years ago, the company's founders won an iMac through a short film contest - an opportunity that helped kickstart their journey. The residency reimagines that spirit for today's generation of multi-hyphenate creators. The five-week residency will bring together a highly curated cohort of emerging creatives, designers, filmmakers, AI artists and engineers to explore how technology can be used not just to solve problems but also to create experiences, tell stories, and shape culture. Developed jointly by Kulfi Collective and Maker's Asylum, the program combines Kulfi's strengths in cultural intelligence, creative direction, creative technology, and production with Maker's Asylum's expertise in hands-on learning, prototyping, experimentation, and technical mentorship. Participants will spend four weeks at Kulfi Collective's Mumbai headquarters, working with industry experts, creative practitioners and mentors to develop original project concepts. The residency will culminate in a one-week intensive build sprint at Maker's Asylum's Goa campus, where residents will bring their ideas to life through rapid prototyping, fabrication and technical experimentation. Ahead of the residency, the selected participants will complete a self-paced learning track developed by Maker's Asylum covering core creative technology disciplines, including CAD, electronics, physical computing, AI workflows and rapid prototyping. The program will conclude with a public showcase in Mumbai, where residents will present their final projects to industry leaders, creators, technologists and the broader creative community. Select projects from the residency will be developed as cultural prototypes, installations, films, tools, experiences or experiments with the ambition of living beyond the program. For Kulfi Collective, Play It Forward is part of a larger commitment to building the creative talent and operating system needed for a culture-first, technology-enabled future. Across brand, content, IP, creators, social and emerging technology, Kulfi has consistently worked at the intersection of popular culture and creative experimentation. Play It Forward extends that philosophy into talent-building. "The next generation of creative talent won't come from one discipline," said Advait Gupt, Founder & CEO, Kulfi Collective. "They'll be filmmakers who understand AI, engineers who tell stories, designers who understand fandom and build prototypes, and creators who can turn ideas into experiences that people actually want to spend time with. Play It Forward is our attempt to create a home for that kind of talent; a place where culture, craft and technology can collide, and where young creators can build work that is technically ambitious, emotionally resonant and culturally alive." Founded in 2013, Maker's Asylum is one of India's leading centres for maker education, innovation and hands-on learning, with a global community spanning students, educators, entrepreneurs and technologists. "At Maker's Asylum, we've always believed that the best way to learn is by making," said Vaibhav Chhabra, Founder, Maker's Asylum. "What excites us about this partnership is that Play It Forward brings together technical curiosity, storytelling and cultural thinking. Together with Kulfi, we're creating an environment where young makers can experiment across disciplines, build boldly and create work with real cultural relevance." Applications for the inaugural cohort will open on July 15th 2026, with the residency running from September to October. The pilot edition will welcome a highly curated cohort of Mumbai-based students and recent graduates, with plans to expand the program in future years. With Play It Forward, Kulfi Collective is investing in the builders, makers and storytellers who will define the next chapter of creativity in India. ApplicationLink: https://playitforward.kulficollective.com/?utm_source=press&utm_medium=press-release&utm_campaign=residency-2026