拥抱太阳的月亮贵州体彩“彩茶趣·‘声声’不息”公益项目荣获第十届麒麟国际广告奖金奖_我的网站
一 | The Kapoor and Pataudi family celebrated a special moment at the start of this week as Kareena Kapoor Khan shared a warm and emotional birthday post for her mother-in-law, veteran actress Sharmila Tagore, on Instagram. Kareena posted a set of sweet family photographs designed like polaroid prints, capturing precious memories and close bonds. The first picture featured Sharmila Tagore with her son, actor Saif Ali Khan. On the polaroid frame, Kareena wrote, “Happy Birthday Amma”, expressing her love and respect in a simple but meaningful way. In the second slide, Kareena and Sharmila were seen walking together outdoors on a cold day, each holding a hot drink. Kareena added the handwritten message, “Always trying to follow in your footsteps”, showing how much she looks up to her mother-in-law both personally and professionally. The final image showed Sharmila Tagore enjoying a peaceful picnic moment with Kareena and Saif’s younger son, Jeh Ali Khan, who sat beside her. Kareena captioned the polaroid with, “All heart. Always”, capturing the tenderness shared within the family. Kareena captioned her post, “Happy birthday dearest Mother-in-Law”. Check out her post here: View this post on Instagram A post shared by Kareena Kapoor Khan (@kareenakapoorkhan) Fans quickly filled the comments with love, praising the beautiful relationship between the two. Many called the post adorable and appreciated the genuine emotion behind the images. Along with the birthday celebration, Sharmila Tagore also has another reason to smile this year. The legendary actor recently made her return to Bengali cinema after 14 years with the film Puratawn. Directed by Suman Ghosh and produced by Rituparna Sengupta, the film has received strong appreciation from critics and audiences. It has also emerged as one of the highest-grossing Bengali films of 2025, marking a powerful comeback for Sharmila. With heartfelt family moments and a successful return to the big screen, Sharmila Tagore’s birthday turned into a double celebration filled with love, warmth, and admiration.Also Read: Kareena Kapoor Khan Teases Meghna Gulzar With a Fun Travel Update From Daayra Shoot。 7月31日，第十届麒麟国际创意节暨麒麟国际广告奖颁奖盛典在上海陆家嘴中国金融信息中心举行。贵州省体育彩票管理中心与本土茶饮品牌“去茶山”联合推出的“彩茶趣·‘声声’不息——以《掌心的光》照亮成长”公益联名活动，摘得音乐营销类金奖。
二 | 这是继去年获DMAA国际数字营销奖后，该系列联名活动连续第二年得到行业认可。此次获奖的品牌联名活动，是贵州体彩近年来品牌创新的一个缩影。2025年11月，活动在全省23家去茶山门店推出联名茶饮，消费者每购买一杯，双方便向黎平县双江镇黄岗小学捐赠2元，定向支持侗族大歌传承教育。联名产品所用黎平香禾糯，取自受捐地的稻鱼鸭共生田，是侗家人节庆、待客离不开的味道。原创推广曲《掌心的光》由云岩区音协少儿合唱团与舞乐蝉歌乐团共同演绎，纯净童声与侗族大歌复调交织，MV全网播放量达14万次。
三 | 从原料溯源到捐赠公示，再到音乐传播，一条“消费即公益、公益可感知”的路径清晰可见。回看近几年的探索，贵州体彩的品牌创新始终围绕一个核心命题展开：如何让体彩公益从彩票背后走出来，进入公众的日常生活。第一季“彩茶趣”以可撕式杯套制造趣味互动，第二季以一首歌联结非遗传承，体彩的角色也从单纯的出资方，逐步转变为公益场景的设计者、文化内容的共创者。贵州体彩借此打破了传统、严肃的印象，通过与新式茶饮品牌的跨界，塑造了“年轻、个性、有趣”的新形象。贵州体彩相关负责人表示：“我们希望通过品牌联名的方式，将公益融入日常，让每一次消费都化作点亮公益的微光。”值得注意的是，这一系列探索并未停留在茶饮与非遗的跨界。
四 | 据了解，贵州体彩与去茶山正在筹备新一季联名活动，方向将围绕“全民健身”与“普通人的运动高光时刻”展开。与以往侧重文化传承不同，新一季活动更强调体育精神的日常表达——不是只有站上领奖台才算“金牌时刻”，普通人坚持跑步、学会一项运动技能、完成一次自我挑战，同样值得被看见、被记录。体彩公益金支持的全民健身事业，有望通过这样的活动，从抽象的数字转化为公众可参与、可分享的情感体验。总的来说，贵州体彩与“去茶山”的联名，通过精准的年轻化策略和深度的公益文化融合，成功地实现了品牌拉新和形象升级，为传统品牌如何与年轻消费者沟通提供了一个优秀的范本。从一杯茶到一首歌，再到即将开启的体育主题探索，贵州体彩的跨界之路，正在从“公益+消费”向“公益+生活”的更大场景延伸。当侗族大歌的复调与普通人的运动身影在城市街头相遇，体彩公益不再是彩票背后的一串数字，而是融入日常、可感可及的持久行动。
五 | 那条连接体育与生活、公益与品牌的路，仍在向更远处延伸。
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