Adobe Express Teams Up With Sunil Grover for New ‘Jhatphat Fatafat’ Campaign

Adobe Express has rolled out a new campaign in India built around a simple idea, design should not feel complicated or exclusive. Featuring actor and comedian Sunil Grover along with digital creators Sahiba Bali, Aaditya Kulshreshth, and Vishnu Kaushal, the campaign leans into humour and everyday situations to show how anyone can create content quickly.

Titled “Now Everyone Can Design Jhatphat Fatafat,” the campaign has been conceptualised by Airtel’s in-house creative team and ties into the ongoing cricket season, a time when digital engagement is already high. At the centre of the films is a familiar cultural insight, unsolicited feedback. Whether it is family members, friends, or unexpected “experts,” everyone seems to have an opinion on design.

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The first film plays out in a wedding setting, where Sunil Grover appears as a family astrologer critiquing a poorly designed wedding invite created by a young couple, played by Sahiba Bali and Aaditya Kulshreshth. The narrative moves through reactions from family members before Grover showcases his own version, created using Adobe Express. The storytelling stays light and fast-paced, eventually pulling back to highlight the app interface and its ease of use.

Beyond the main films, the campaign extends into short-form content covering everyday use cases like birthday wishes, party invites, memes, WhatsApp messages, and small business promotions. The idea is to position Adobe Express not as a professional-only tool, but as something useful for daily digital communication.

Free Access Drives Mass Adoption:

A key layer to the campaign is the Airtel partnership. Adobe Express Premium, typically valued at around ₹4,000, is being offered free for one year to Airtel’s 360 million users through the Airtel app. This distribution strategy significantly expands reach and lowers the barrier to entry for users who may not have considered paid design tools earlier.

The campaign is being released during live cricket matches on JioHotstar, spanning connected TV and mobile. It is further supported by a wider digital push and outdoor advertising across metro cities, targeting a combined reach of over 150 million users.

For brands and platforms, this signals a continued shift toward democratised creativity tools. As content demand grows across social and messaging platforms, simplifying design can directly influence participation. For consumers, it reflects how everyday communication is becoming more visual and design-led. And for small businesses, easier tools could mean quicker turnaround and less reliance on external resources.