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Category: Brands

  • Oxpecker hits it out of the park with Washington Sundar as brand face

    Oxpecker hits it out of the park with Washington Sundar as brand face

    MUMBAI: When a cricketer known for his calm grit partners with a brand built on hustle, you know the pitch is perfect. Oxpecker, India’s next-gen activewear and athleisure label, has roped in Indian international cricketer Washington Sundar as its first-ever brand ambassador marking a bold new chapter in its journey to redefine how India sweats, stretches, and shows up.

    For Washington, the association goes beyond logos and photo shoots. “What excites me most is seeing a young entrepreneur identify a real gap in the market and build an activewear brand that’s stylish, functional, and uncompromising on performance,” he said. “Oxpecker has the potential to inspire people to show up every day with confidence, in comfort and style.”

    And that mantra “Show Up” is at the heart of Oxpecker’s new campaign and its first brand film starring Sundar. From dawn workouts to late-night travel, the film showcases the all-rounder’s consistency as more than just a cricketing skill: it’s a life skill. The message is simple being a champion isn’t about chasing perfection, but about showing up, day after day.

    The Oxpecker difference lies in its blend of sweat-wicking, breathable, odour-resistant fabrics, engineered for India’s weather, and its mid-premium positioning that offers international quality without international price tags. Every piece is designed to empower individuality while being proudly Made in India, for India and beyond.

    Founded in 2023 by 20-year-old entrepreneur and Oxpecker founder Dev Raval and Oxpecker co-founder Nitesh Raval, the brand was born out of frustration with the lack of good choices in the Indian market. “Consumers either compromise on quality with budget options or overspend on international brands. With Oxpecker, we bridge that gap,” said Dev Raval. “Washington Sundar, consistent both on and off the field, perfectly embodies our spirit of showing up.”

    In less than two years, Oxpecker has built serious momentum:

    ●    Launched in 2023 with a disruptive vision.

    ●    Partnered with 150 plus influencers, strengthening its digital-first presence.

    ●    Secured listings on Amazon, Myntra, and Ajio, building strong e-commerce traction.

    ●    Now unveiling its first brand film with Washington Sundar, cementing its identity.

    The campaign’s visuals are more sweat than sparkle: Sundar powering through intense drills, long practice hours, and the grind of everyday travel all while Oxpecker gear keeps him comfortable and game-ready. The film underscores a universal truth: performance isn’t about spotlight moments, it’s about consistency, and showing up is already half the battle won.

    With cricket’s rising all-rounder as its face, Oxpecker is betting big on India’s fitness-conscious millennials and Gen Z, who want gear that works hard without burning a hole in their pockets. If Washington Sundar embodies composure at the crease, Oxpecker is looking to embody resilience in the wardrobe proving that for champions, on the field or off it, the secret lies in one mantra: Show up.

  • Game on: Non-RMG takes the winning shot in India

    Game on: Non-RMG takes the winning shot in India

    MUMBAI:  When the chips are down, India’s gamers are levelling up with play without pay. A new report by Mumbai-based VC fund Lightbox says the country could soon shift from being a volume-heavy market to a value-driven gaming powerhouse, as the spotlight moves from real-money games (RMG) to non-real money titles.

    India already has a formidable player base, with nearly 420 million gamers logging in regularly, second only to China. Yet while downloads surge, monetisation lags, with India’s average revenue per user at just 3.03 dollars compared to 68 dollars in China and a hefty 215 dollars in the US. That gap, however, signals massive untapped potential.

    According to Lightbox’s India’s gaming inflection: Non-RMG at scale, the future lies in casual, mid-core and esports titles, fuelled by in-app purchases, ads, and subscriptions. A poll with Rooter revealed that three-quarters of gamers already spend on non-RMG add-ons, with 31 per cent shelling out more than Rs 1,000 each month on battle passes, cosmetics and unlockable content.

    “The question is no longer about scale,” said Lightbox managing partner Sandeep Murthy. “India can leap from a volume-driven market to a value-driven giant. If given the right content and community, gamers will pay.”

    The shift comes on the heels of the Promotion and regulation of online gaming act, 2025, which banned RMG and its advertising. While the crackdown clipped one wing of the industry, it has given non-RMG games legitimacy and fresh tailwinds.

    Advertising and esports are also scoring big. Casual and hyper-casual titles are becoming brand playgrounds, while India’s esports revenue touched 100 million dollars in 2024, with sponsorships making up over half the pie.

    Regional language content and hyper-localisation are further fuelling the boom. Nearly 75 per cent of gamers prefer Hindi or other vernacular titles, while AI-powered storytelling and cloud gaming are tipped to supercharge the next phase of growth.

    Globally, gaming is a 177.9 billion dollars industry set to hit 198 billion dollars by 2027. With its young, mobile-first players, India’s paradox of high play but low pay might just be its superpower, turning the world’s second-largest gamer base into one of its most lucrative.

  • Trivandrum set for UST Marathon with Milind Soman

    Trivandrum set for UST Marathon with Milind Soman

    MUMBAI: Ready, set, go! Trivandrum is set to sprint into the record books. The Kerala capital will host its largest-ever marathon on 12 October 2025 with the second edition of the UST Trivandrum Marathon. Organised by tech giant UST in collaboration with NEB Sports, the event promises four action-packed categories: full marathon, half marathon, 10,000 run and 5,000 run, starting from the UST Thiruvananthapuram campus.

    Adding star power to the race, actor, model, fitness icon and film producer Milind Soman will serve as the brand ambassador, joined by sports legends including former Indian badminton star Pullela Gopichand, athlete Reeth Abraham, and badminton player U Vimal Kumar.

    With over 10,000 participants expected, the total prize pool tops Rs 22 lakh, making it Kerala’s most ambitious marathon yet. Registrations are open online at bit.ly/3ZnARUv and the official website trivandrummarathon.com.

    UST, president, Alexander Varghese said “This marathon is our way of promoting a healthy society and raising awareness of physical and mental well-being. Marathons are a powerful tool for inspiring communities, and we are proud to host this annual event in Trivandrum.”

    NEB Sports, cmd, Nagaraj Adiga added, “We are thrilled to host over 10,000 runners and welcome Milind Soman as our brand ambassador, adding extra charm to the event. Training runs earlier this year saw overwhelming participation, setting the stage for an unforgettable marathon.”

    From fitness enthusiasts to seasoned athletes, the UST Trivandrum Marathon 2025 promises to blend endurance, excitement and community spirit in the heart of Kerala.

     

  • Nipposh debuts skin-friendly nipple covers redefining comfort and care

    Nipposh debuts skin-friendly nipple covers redefining comfort and care

    MUMBAI: In a bold move to redefine personal care and comfort, Nipposh has launched its innovative line of dermatologically safe, reusable nipple covers, positioning itself as a modern solution to an often-overlooked skincare concern.

    With the tagline “Nipple care is skincare,” the brand shines a spotlight on the sensitive skin needs of both men and women, while championing inclusivity, sustainability, and body positivity. Sensitive skin affects nearly one in three Indians, and traditional adhesive-based covers often cause irritation, rashes, and swelling, making them unsuitable for regular use. Men, too, frequently face nipple chafing during workouts or long hours of wear. Despite the prevalence of these issues, safe and affordable alternatives have remained scarce, until now.

    Nipposh addresses this gap with science-backed offerings designed to be gentle, reusable, and cost-effective. Its hero products include “Aqua man,” an anti-chafing nipple cover for men, and “Caramel, Crème & Pearl,” a non-adhesive line for women in inclusive shades to suit diverse skin tones.

    Complementing these is “Poshwash,” a specially formulated cleanser that ensures hygiene and long-term reusability. Every product is non-irritant, hypoallergenic, cruelty-free, and waterproof, with clinical assessments adhering to Bis standard IS 4011 and official registration on the Clinical Trials Registry India (CTRI), underscoring the brand’s credibility and safety focus.

    More than just products, Nipposh positions itself as a movement, empowering individuals with comfort, confidence, and care while aligning with sustainable, modern lifestyles. By recognising nipple care as a vital part of self-care, the brand is pioneering a cultural shift in personal wellness. As it steps into the market, Nipposh invites consumers to embrace a new era where sensitive skin is understood, celebrated, and protected, making a lasting impression one cover at a time.

     

  • Wishful launches with cinematic sparkle, redefining festive occasion wear

    Wishful launches with cinematic sparkle, redefining festive occasion wear

    MUMBAI:  When celebrations call, Wishful answers with timeless sparkle. Aditya Birla Fashion and Retail Ltd. (ABFRL) has unveiled Wishful, its premium celebration wear brand, with a cinematic campaign that radiates timeless elegance and contemporary flair. Designed for the modern Indian woman, the debut collection reimagines festive fashion with jewel-toned ensembles, intricate embroidery and flowing silhouettes.

    Shot against surreal landscapes, the Ogilvy-crafted campaign marries ethereal backdrops with striking designs. From lehengas that shimmer like starlight to breezy fabrics that capture movement, every frame is steeped in understated grandeur.

    “Wishful is more than just a collection; it is a feeling. We wanted to evoke the dreamlike beauty of festivities and the joy of dressing for meaningful moments,” said ABFRL, chief marketing officer – TCNS division, Puneet Sewra. “It reflects sophistication, individuality and quiet confidence.”

    Currently available at W stores and online, the collection spans day premium, party wear, light and heavy festive attire, as well as wedding ensembles. Each piece is designed to feel as special as the occasion it’s worn for, offering a blend of artisanal detail and modern sophistication.

    With a 360-degree rollout across digital, print, cinema, outdoor and in-store channels, Wishful aims to become the go-to destination for women who seek elegance that’s both timeless and personal.

    This season, celebration comes with a touch of the cinematic, and a wardrobe that’s truly Wishful thinking.

  • Glow with the flow Kaya and Fatima Sana Shaikh ditch skincare fads

    Glow with the flow Kaya and Fatima Sana Shaikh ditch skincare fads

    MUMBAI: When every scroll throws up a new “glow hack” and DIY miracle routine, Kaya is cheekily asking – why chase fads when you can trust the experts? Marico Limited’s latest campaign for Kaya products stars actor and brand ambassador Fatima Sana Shaikh, who takes on beauty buzzwords and 10-step routines with wit, charm, and a healthy dose of common sense.

    In the campaign films, Fatima is seen calling out quick fixes, viral remedies, and trend-chasing jargon, urging viewers to ditch the noise and embrace skincare that’s grounded in science. Her message is clear: radiance doesn’t come from gimmicks, but from expert-led, dermatologist-designed solutions tailored for Indian skin.

    Backed by over 20 years of dermatological expertise, Kaya is now introducing its latest hero, the Kaya Gluta Glow Face Serum. Packed with eight potent actives, including the much-lauded Glutathione, the serum promises a visible glow from the very first use (basis a 2025 clinical self-assessment). It’s positioned as the antidote to fleeting fads: science-based, effective, and designed for lasting results.

    Fatima, known for her versatile screen presence, steps into her new role as the face of Kaya with an easy relatability. By playfully mocking the cluttered beauty universe, she embodies Kaya’s philosophy: “glow powered by knowledge, not noise.”

    Kaya’s product portfolio now spans 75 plus science-backed personal care solutions, co-created with dermatologists. The range covers everything from acne, pigmentation, dullness, ageing, and sun protection, to hair and body care. For consumers juggling endless choices, Kaya aims to cut through with credibility and efficacy.

    The campaign, created by Ronin Labs, brings together a sharp creative team, Amit Basak (executive creative Director), Girija Naiksatam (Creative Director), Nachiket Bohra (Producer), Abhishek Kumar (art director), and Edwin Quadros (director) – to deliver films that land Kaya’s message with equal parts humour and authority.

    Rolling out across leading digital platforms, the campaign is set to reach millions of skincare-conscious Indians, especially millennials and Gen Z audiences who are increasingly overwhelmed by skincare clutter but still hungry for effective solutions.

    With Fatima Sana Shaikh at the helm, Kaya isn’t just selling a serum, it’s selling a philosophy. In an era where beauty routines can feel like full-time jobs, Kaya is nudging consumers back to basics: trust the science, trust the experts, and let your glow do the talking.
     

  • Colour me record L’oréal inks Guinness title with 422 stylists in action

    Colour me record L’oréal inks Guinness title with 422 stylists in action

    MUMBAI: When 422 hairdressers pick up their brushes in unison, history gets a new shade. On 17 September 2025, L’Oréal Professionnel turned Mumbai’s NESCO into the nation’s largest ever salon, setting a Guinness World Records title for ‘Most people colouring hair’ in one go.

    The grand spectacle, dubbed Hair Color Coders 2025, saw 422 hairstylists and 422 models take over a 1 lakh sq ft space, powered by 60 backwashes and more than 5,000 tubes of colour. The palette of the day? Iconic Browns, the brand’s colour trend of the year versatile tones designed to capture India’s evolving love affair with understated glamour.

    But this was more than just a numbers game. With L’Oréal Professionnel Artistic Ambassadors and Indian Hairdressing Award winners leading the charge, the event spotlighted the rise of the hairdresser-as-creator. Stylists weren’t just colouring hair they were shaping digital stories, creating over 1,000 social mentions in a single day, and claiming their place as influencers in India’s booming beauty ecosystem.

    “What we achieved today showcases our ability to set global benchmarks,” said Zeenia Bastani, Director, Professional Products Division, L’Oréal India. “From Min Kim’s mega masterclass to 422 Iconic Brown makeovers under one roof, it was a celebration of artistry, entrepreneurship, and an overwhelming love for hairdressing.”

    The day was anchored by Min Kim, L’Oréal Professionnel’s Global Color Ambassador, who demonstrated cutting-edge techniques like face-framing and tonal layering. To prove the power of browns, she delivered a live makeover for actress Kritika Kamra, transforming her locks into a glossy, dimensional brunette showstopper that set Instagram buzzing.

    Mathilde Barthélemy-Vigier, General Manager, L’Oréal Professionnel India, called the event a “pivotal step for the professional hairdressing industry”. She underlined how premium salon services like hair colour are now driving unprecedented growth, with salons morphing into destinations for personalised, elevated experiences.

    The record-breaking showcase was the culmination of four intensive pre-event masterclasses where hairdressers were trained in not just cut, colour and style but also social savviness ensuring their artistry resonates both in salons and online feeds. “Education has been the backbone of our brand,” said Priya Kasthuri Rangan, Head of Education, L’Oréal Professionnel India. “Hair Color Coders wasn’t only about setting a record, it was about equipping stylists with the skills and confidence to shine as creators.”

    For the hairstylists, the event was both a celebration and a career-defining stage. Glossing, balayage, and gloss-layering techniques were redefined at scale, proving that Indian hairdressing can match and even set global trends.

    As Min Kim summed it up: “This moment reflects the power of sharing knowledge and elevating hair artistry internationally. Browns are being reimagined globally and India just coloured itself onto that map in a record-setting way.”

    From 5,000 tubes of Inoa, Majirel and Dia Color to 422 synchronised transformations, Hair Color Coders 2025 wasn’t just about dyeing hair, it was about dyeing history.
     

  • Palmolive bets on mood-boosting suds to capture India’s stressed millennials

    Palmolive bets on mood-boosting suds to capture India’s stressed millennials

    MUMBAI: Colgate-Palmolive India has unleashed its latest weapon in the battle for bathroom shelf space: a trio of body washes designed to tackle the daily grind of India’s perpetually knackered urban professionals.

    The Palmolive Moments range arrives with scientific-sounding credentials and mood-altering promises that would make a aromatherapist blush. Three variants target specific moments of millennial misery: “Mindful Awake” for groggy mornings, “Workout Fresh” for post-gym recovery, and “Restful Sleep” for winding down after another caffeine-fuelled day.

    “Today’s young, urban consumer leads an active and intense life,” declared Colgate-Palmolive India director of marketing  Swati Rao Jeyakumar. She painted a portrait of the target customer as someone perpetually “wired-but-tired”—struggling to sleep, waking up groggy, and feeling battered after workouts.

    The company’s answer involves patented fragrance technologies with names like VivaScentz and Meta SleepTech, promising scents that linger for six to eight hours. Mindful Awake pairs orange and hibiscus to jolt morning zombies back to life, whilst Workout Fresh combines spearmint and eucalyptus for post-exercise revival. Restful Sleep deploys the usual suspects—lavender, jasmine and chamomile—to allegedly ease the transition to slumberland.

    Priced at Rs 660 for 750ml pump packs, the range targets consumers willing to pay premium prices for promises of sensorial transformation. The products are rolling out across major e-commerce platforms including Amazon, Flipkart and Nykaa, reflecting the brand’s focus on digitally savvy shoppers.

    Colgate-Palmolive’s foray into mood-targeting personal care reflects the broader premiumisation of India’s Rs 45,000-crore personal care market. As consumers increasingly seek products that promise more than basic cleansing, brands are scrambling to create emotional connections through increasingly elaborate formulations and marketing narratives.

    Whether Indian consumers will pay premium prices to transform their shower routine from “ordinary to sensorial” remains to be seen. But with urban stress levels showing no signs of abating, Palmolive’s bet on therapeutic bathing might just strike a chord with India’s frazzled masses.

  • Hettich unveils ‘world of magic’ with innovative sliding solutions for modern interiors

    Hettich unveils ‘world of magic’ with innovative sliding solutions for modern interiors

    MUMBAI: Hettich, a global leader in furniture fittings, continues to set benchmarks with its innovative German designs. Known for creating magical interior solutions, the brand transforms homes with fittings that blend aesthetics, functionality, and comfort. Among its most celebrated innovations are sliding systems, valued for their space-saving benefits, seamless usability, versatility, and elegant appeal.

    Hettich offers a comprehensive range of sliding solutions, including top-running and bottom-running systems, room dividers, folding systems, special sliding applications, and thoughtfully designed wardrobe accessories, ensuring there is a solution for every design requirement. These products redefine convenience while elevating the style and efficiency of interiors.

    Hettich’s excellence is recognized globally, with its sliding solutions receiving accolades such as the ‘Red dot design award’, ‘Good design award,’ and ‘if design award’: testaments to their appeal among customers and experts alike.

    Hettich India, Saarc, Middle East & Africa, managing director, Andre Eckholt said, “At Hettich, we believe in creating magical interior solutions that go beyond functionality to truly transform spaces. Our award-winning sliding systems bring smooth, silent, and seamless experiences to every home. With our latest campaign, we aim to showcase the magic of sliding systems and how they can redefine modern interiors.”

    Hettich invites customers to experience its innovative sliding solutions first-hand at Hettich experience centres and exclusive stores.

     

  • Aashirvaad honours mothers with soulful Durga Puja tribute

    Aashirvaad honours mothers with soulful Durga Puja tribute

    MUMBAI: When it comes to Durga Puja, Aashirvaad is kneading more than just flour, it’s stirring emotions too. India’s leading packaged atta brand has launched ‘Matri shakti bondona,’  a tribute to mother’s many forms and energy, a special video song sung by National Award-winning vocalist Iman Chakraborty. The moving track celebrates the strength of mothers while drawing parallels with the divine energy of Maa Durga.

    The film flows seamlessly from everyday scenes of care and resilience to the vibrant sounds of dhaak and shankha, blending festive spirit with heartfelt storytelling. It’s an ode not just to goddesses in temples but to every ‘Maa’ at home.

    Adding a digital spin, Aashirvaad has also unveiled a one-of-a-kind experience where users can craft personalised musical tributes. By entering their mother’s name, photos and cherished qualities, families can generate a customised video and song, voiced by Chakraborty herself, a keepsake as timeless as the bond it celebrates.

    “Durga Puja is the heartbeat of Bengal, and Aashirvaad has always been part of the traditions that bring families together. This campaign honours every mother as Maa Durga herself, using music and technology to make celebrations even more personal,” said ITC Ltd, bu chief executive- staples, Anuj Rustagi.

    The tribute will also echo across West Bengal with celebrations in 13 pandals spanning Kolkata, Howrah, Durgapur, Asansol and beyond. For those wishing to strike the perfect note for their own Maa, the creation journey awaits at aashirvaaddurgapujo.com.