Good and Bad PR: 2 fingers for Sunscoop and 'The Devil Wears Prada'. That’s all.

[Rating Metre: Hmmm… → Not bad at all! → Oof, this is awesome!]

In this week’s PRmoment India's Good and Bad PR, Tulsi Kapoor take on the Sunscoop 2-finger rule, DLF premium Malls Campaign is a bit meh, Sehri with Thums Up is Toofani and Red Heels for The Devil wears Prada? Groundbreaking!

So, if you Google 'The Devils Wears Prada 2' or Miranda Priestly, the famous red heels walk across your phone screen. 

A fun bit of activation to mark the premiere of the sequel to the OG movie. Clackers, clack on to the movie halls.

Rating: Not bad at all!

DLF Premium Malls’ summer campaign: 100 looks, 1 summer. 0 novelty.

DLF Premium Malls’ summer campaign understands one thing well: shopping is as much about the experience as it is about the purchase.“100 Looks, 1 Summer” brings together curated fashion edits across workwear, travel, occasion dressing, and everyday essentials, layered with AI mirrors, AR try-ons, interactive lookbooks, and a microsite that bridges online browsing with in-store shopping.

The idea is sound: turn the mall into a stylist, rather than just a retail destination. Makes sense for how people shop now, and it’s actually the strongest part of the campaign.

But… then what? AI mirrors and AR try-ons are no longer innovations in themselves; they are expected. Unless the technology genuinely improves decision-making, it becomes surface-level theatre.Strong operationally, average editorially. It serves business more than brand distinction.

Rating: Hmmm…

Two fingers, One healthy habit.

Sunscoop’s “2-Finger Rule” campaign understands the first rule of modern marketing: if you can make people do a double take, you’ve already won half the battle.

Using a phrase already loaded with sexual innuendo to talk about sunscreen application is smart, because it works. You pause, you look again, and somewhere between curiosity and mild indignation, you remember the actual point: most people don’t apply enough sunscreen.

And the point itself is solid. The two-finger rule is simple, useful, and exactly the kind of health education people are likely to retain when it doesn’t sound like health education.

That said, sexual euphemism as a creative device is pretty much the advertising equivalent of a reliable situationship—it shows up often, does the job, but rarely surprises you. We seem to be moving from campaigns that want to be understood to campaigns that simply want to be impossible to ignore.

Bottom line: the campaign succeeds because it knows how attention works.

Rating: Not bad at all!

 Two Thumbs Up to Sehri-ously Good PR.

Some of my fondest memories of Ramzaan were built with friends—walking through a sea of people in Mohammed Ali Road, heavy plates of biryani and malpua, too much laughter, and the kind of conversations that only happen in the wee hours of the morning.

This is why Thums Up’s “Sehri Ki Jaan: Biryani aur Toofan” hit home. It didn’t try to invent a cultural moment; it simply recognises the one that already exists. 

The campaign builds around the very real ritual of biryani and Thums Up during late-night sehri meals, turning that familiar pairing into a city-wide experience through the “Toofani Biryani Truck.” You follow the truck, you show up, you eat, you post, you become part of the campaign. It feels less like advertising and more like being invited in.

Good festive campaigns sell sentiment. Great ones understand community.

Rating: Oof, this is awesome!