ITV

Category: Brands

  • Loyalty’s no longer blind: India’s marketers say it’s earned, not bought

    Loyalty’s no longer blind: India’s marketers say it’s earned, not bought

    MUMBAI: In a world of swipe-right consumption and split-second brand switches, loyalty is less about freebies and more about frictionless delivery. This was the consensus at Indiantelevision.com’s Media Investment Summit 2025 during panel six, ‘Decoding the Evolving Indian Consumer: What Drives Loyalty in 2025?’ Moderated by Omnicom Media Group India CGO Anand Chakravarthy, the session dissected how Indian consumers are thinking, buying and staying (or straying) from brands today.

    Featuring voices from pharma, beauty, wellness, QSR, BFSI, and heavy industry, the session proved that while brand allegiance may be waning, there’s a silver lining for those who can predict—and personalise—customer moments with precision.

    Mahuya Chaturvedi of Century Paper framed loyalty as a “contract between buyer and brand”, akin to dating in a pre-app era. “It used to be purer”, she quipped, “fewer choices, fewer distractions. Now the moment that contract’s terms aren’t met—customers walk”.

    She argued that brands must over-index on at least one pillar—price, performance, trust, or experience—to sustain recall. “In commoditised sectors like paper, scientific selling and product knowledge—not the product itself—drives repeat”, she noted.

    Sayantani Das of Jumboking Burgers traced loyalty’s new anatomy, “It used to be about NFM (Net Frequency and Monitored value); now it’s about emotional bandwidth and physical availability”. She shared that metro station outlets triggered repeat behaviour simply by being the default option. “Loyalty is no longer a campaign, it’s a commuter habit”, she said.

    For the healthcare crowd, loyalty isn’t convenience—it’s consequence. Pulak Sarmah of Sun Pharma stressed, “Consumers don’t obsess over brands like we do. They want reliable solutions. If Saridon says pain goes in five minutes, it better work in five”.

    Ritu Mittal of Bayer Consumer Health added, “People in pain don’t want to experiment. Trust runs through families. That’s loyalty you can’t buy—it’s earned over generations”.

    When discussing pharmacists’ roles in the ecosystem, she revealed how new launches like Saridon GO were backed by frontline chemist education. “Pharmacists aren’t just retailers—they’re trust brokers”, she said.

    Krithika Sriram of PLIX noted that loyalty no longer depends on product quality alone. “Those are hygiene factors now. If you’re not helping customers in their wider journey—through diet plans, coaching, or credible education—you’re just another supplement on a shelf”, she said.

    By offering custom meal plans alongside apple cider vinegar tablets, Plix increased stickiness without a discount in sight. “Transparency works”, she added. “We told consumers: nothing will change in seven days. Stick with us for 12 weeks—and it worked”.

    For Nishant Nayyar of Kaya, loyalty is about staying relevant—physically and emotionally. “We realised if you close a retail outlet, loyalty drops. We’ve learned to stay at a customer’s moment of truth for as long as possible”, he said.

    Kaya’s strategy involves using doctors as “influencers”, not celebrities. “Their authority on FDA-approved treatments becomes our marketing currency”, Nayyar explained. Kaya now releases digestible, science-backed video content to explain results without overwhelming jargon.

    Drawing from her past life in banking and insurance, panelist Anjali (ex-BFSI, currently at D2C firm Dana) recalled, “Customers hated that we only called them once a year—to sell a renewal”. Her team countered by building content-based engagement models to create consistent touchpoints throughout the year. “Loyalty in BFSI isn’t about points. It’s about not ghosting your customer”, she said.

    As the session closed, Chakravarthy prompted each panelist to finish the sentence: “In 2025, the future of loyalty lies with brands who…”

    Their answers said it all:

     .  “…stand for something and do more than transactional strategies” — Krithika Sriram

     .  “…solve real-life consumer problems and create moments of delight” — Nishant Nayyar

     . “…humanise science”— Ritu Mittal

     .  “…are radically transparent” — Sayantani Das

     .  “…are agile enough to evolve with each customer’s heartbeat” — Mahuya Chaturvedi

     .  “…offer extreme personalisation through AI” — Pulak Sarmah

    In short, loyalty isn’t dying—it’s diversifying. And in 2025, it seems you don’t own your customer. You earn them, repeatedly.

  • Customer experience is king, but AI might just be the sneaky new prince of modern commerce

    Customer experience is king, but AI might just be the sneaky new prince of modern commerce

    MUMBAI: At a time when the average consumer can scroll through 600 metres of content with a flick of their thumb, customer experience (CX) has become the new battlefield for brands. At Indiantelevision.com’s Media Investment Summit 2025, the panel titled ‘The Experience-Driven Commerce: Why CX is the New Brand Differentiator’ proved that tech, touchpoints and taste all matter-but timing is everything.

    Moderated by Indiantelevision.com’s founder Anil Wanvari, the session brought together Sujay Ray (L’Oréal India), Anjali Dutta (Tech Mahindra), Namita Bohara (Hindalco Industries), Amruta Pawar (Hafele India), and Durgesh Singh (WebEngage), who revealed that when it comes to CX, the devil isn’t just in the details—it’s in the data.

    Kicking off the session, Sujay Ray of L’Oréal India emphasised the need to create a “seamless experience across touchpoints”. Whether in a salon, an e-commerce app or an Amazon product page, Ray argued, “there has to be a value exchange”. From virtual hair trials using AI to beauty advisors guiding customers in-store, Ray believes true brand loyalty comes from creating consistent, context-aware moments.

    “CX is not about adding glitter to one channel—it’s about synchronising the entire journey”, he said. And for L’Oréal, that meant building “Plus Plus experiences” across every brand interface.

    Representing Hindalco Industries, Namita Bohara unpacked the duality of B2B and B2C engagement. “For a carpenter, it could be a sample kit. For the end customer, it’s about the finish and touch”, she noted. She called attention to Hindalco’s clear demarcation of ‘partner customers’ and ‘end customers’, urging brands to rethink standard definitions.

    “For us, every partner is a customer”, Bohara stressed, adding that her organisation has instituted design centres and standardised brand touchpoints to ensure a coherent experience across product categories like furniture fittings and appliances.

    Anjali Dutta from Tech Mahindra painted a broader canvas—marrying technology with empathy. “I want to get a small space in my customer’s subconscious mind. That’s what CX means to me”, she said. Dutta urged brands to go beyond vanity metrics and embrace ethical AI.

    “CX isn’t only digital—it’s physical too”, she said. She cited scenarios where in-store agents equipped with purchase history can offer a personalised recommendation. “That’s the new CRM: remembering who walked in and when”.

    At Hafele India, general manager Amruta Pawar believes that physical contact still trumps virtual bells and whistles—especially in the business of soft-close drawers and modular furniture. “Our industry needs customers to touch and feel the product. That can’t be virtualised yet”, she said.

    Hafele’s CX strategy includes design centres, live demos, and QR-based packaging systems that allow customers to scan for specs instantly. “Digital helps nudge a customer down the funnel, but final conversion often happens offline”, she explained.

    Durgesh Singh of Webengage added the sharpest edge to the panel, diving into lifecycle mapping and predictive analytics. “Every customer is on a different journey. Our role is to ensure each touchpoint adds value”, he said.

    Singh highlighted how AI helps brands send the right communication at the right time—citing models that predict whether a lipstick buyer will next purchase sandals and when. “We use LSTM, next-best-action models and AI-driven time-of-day messaging to improve conversion by as much as 25 per cent,” he said.

    All panellists agreed: AI can’t replace intuition, but it can scale it.

    While all brands had embraced technology in varying capacities, the panel made it clear that customer experience isn’t a one-time campaign-it’s a constant calibration.

    Ray put it best: “Today, you might feel like you’ve hit 30 per cent, but the next challenge resets the goalpost. It’s a journey, not a destination”.

    And with the audience nodding along, it was clear: if you’re not obsessively refining your customer experience, someone else is doing it better.

  • Jean and tonic Pepe’s Connaught Place comeback is stitched with style

    Jean and tonic Pepe’s Connaught Place comeback is stitched with style

    MUMBAI: Some comebacks are worth the wait and the wear. Pepe Jeans London has officially rebuttoned its iconic Connaught Place presence with a 2,400 sq. ft. flagship store that redefines denim cool with a dash of British flair.

    The reopened space isn’t just bigger, it’s bolder. With over 200 denim styles and more than 500 fashion pieces spanning tees, jackets, and more, the brand’s signature London attitude is stitched into every corner. Whether you’re a skinny-fit loyalist or a relaxed-fit rebel, there’s a pair of jeans with your name on it (and probably a jacket to match).

    The denim wall stands tall as the centrepiece, a love letter to the brand’s heritage flanked by collections for men, women, and kids, and a newly added footwear section that takes your look from head to toe without missing a beat. Think classic kicks, statement sneakers, and everything in between.

    But why Connaught Place again? Because style, like certain locations, never really fades. With its colonial charm, cultural buzz and legendary footfall, CP mirrors the brand’s blend of timelessness and trend. “Reopening here wasn’t a business call,” the brand hinted. “It was instinct.”

    So whether you’re rediscovering your denim roots or hunting for fashion-forward flair, Pepe’s new home at Connaught Place promises a little London in every look no visa required.

  • Stitch perfect Lakshita marks 24 years with style soul and sweet discounts

    Stitch perfect Lakshita marks 24 years with style soul and sweet discounts

    MUMBAI: A capsule a cause and a closet full of thanks. Lakshita, the homegrown fashion brand known for dressing India’s multitasking women in breezy silhouettes and bold statements, has hit a stylish milestone 24 years of empowering design. To celebrate its journey, Lakshita is dropping a limited-edition 24-piece capsule collection that’s less catwalk and more soul talk. Each piece threads together one of six defining values from the brand’s new manifesto: the Power to Move, Express, Own, Rise, Choose, and the Power of Comfort.

    Commenting on Lakshita completing 24 years Lakshita co-founder and managing director Sachin Kharbanda said, “Lakshita was built on the belief that when you understand a woman’s life, you design differently, and our in-house manufacturing is the backbone of this intent. It gives us the power to listen closely, respond swiftly, and deliver consistently. For 24 years, we’ve crafted pieces inspired by the confidence and stories of women who move through life with grace and grit. These 24 pieces are a tribute to them. And as we enter our next chapter, we do so with the same promise: fashion that feels deeply personal, rigorously made, and unapologetically purposeful.”

    From airy day-to-night co-ords to prints that speak louder than words, the collection captures the essence of women who juggle roles, chase dreams and still pause to tie their dupatta just right. These aren’t just garments, they’re love letters to confidence in motion.

    And because no birthday’s complete without gifts, the brand is rolling out some generous ones for its loyal tribe. In stores, shoppers get up to 30 per cent off plus an additional 24 per cent, while the website serves a jaw-dropping 40 per cent off plus 24 per cent extra. Consider it a fashion-forward thank you note written in stitching and signed with style.

    More than just a collection, this 24th anniversary drop is a statement: that when fashion listens to women, it doesn’t just clothe them, it champions them. Available later this month across Lakshita stores nationwide and on their official website, the collection invites customers to shop not just as buyers, but as co-authors in a story still being stitched.

  • Branded content is the new blockbuster, but marketers demand proof beyond the pitch

    Branded content is the new blockbuster, but marketers demand proof beyond the pitch

    MUMBAI: Some ideas are made in boardrooms. Others, like the “dream room experiment”, are made in hotels. At Indiantelevision.com’s Media Investment Summit 2025, a session titled ‘The Rise of Branded Content and Its Future in India’ sparked both nostalgia and next-gen debate, as industry leaders unpacked what content means in today’s fragmented, ad-skipping world.

    Moderated by Madison Loop VP Kosal Malladi the panel featured Suruchi Mahatpurkar Kore (Bajaj Group), Bhavin Devpuria (Triumph International), Megha Desai (Connect NXT), and Shetanshu Dikshit (Pernod Ricard India). Together, they questioned the currency of content and who, in this AI-powered era, really wears the crown.

    “Content is currently about Rs 10,000 crore, while the entire advertising ecosystem is valued at Rs 100,000 crore. That’s 10 per cent—and growing at 15 per cent YoY”, Malladi opened, drawing parallels to the early days of digital marketing. “We’re at the same inflection point. Questions around effectiveness, measurement, and relatability are piling up”.

    Relatable or forgettable? The definition war continues

    Each speaker was asked how they define content. Mahatpurkar Kore anchored it in emotional resonance. “It’s ultimately about being relatable. In an age where users skip ads, content needs to integrate into real life”.

    Desai added, “Content is anything that feels like daily conversation—whether it’s on a 55-inch screen or a six inch one. Instagram’s endless scroll is today’s biggest content binge”.

    For Dikshit, content had a clear distinction, “An ad is transactional. Content is emotional. Ads sell; content touches the heart. That’s the difference”.

    Devpuria referenced thumb-stoppers: short content formats designed to halt the scroll reflex. “Our thumbs travel 600 metres a day—content must work hard to make them stop”, he said, citing a five second content brief that forced creativity within constraints.

    Desai warned against oversimplification, “Good content isn’t always subtle. The Samay Raina campaign from Zomato worked because it was shock value wrapped in narrative. That punch leaves a dent”.

    Panelists discussed the thorny issue of content measurement. Kore highlighted a project with a rural brand targeting farmers, “We used AI to translate content into nine languages, focusing on emotional connect. The brand wasn’t chasing a big spike—it wanted long-term trust”.

    Desai offered a pragmatic breakdown. “If it’s a media reach film, I’ll measure it on impressions. If it’s a drama-driven story, I’ll pay the premium, push through creators, and measure shares—not cost-per-view”.

    For Devpuria, campaign objectives determine platforms. “B2B on Instagram isn’t bizarre anymore. Discovery and intent matter more than category stereotypes”.

    The panel agreed that AI plays a role—but not a starring one. “We’ve experimented with AI for content generation”, said Dikshit. “But for commercialisation, it still lacks originality and rights clarity”.

    Desai found value in AI’s efficiency. “It enhances personalisation, especially for language localisation and cost optimisation”.

    Despite the flood of reels and short videos, Devpuria noted, “Content fatigue is real. I can’t remember what I watched yesterday. But Cadbury’s ‘Kuch Khaas Hai’ still lingers”.

    The panel concluded that branded content cannot be boiled down to either subtle integrations or shocking reveals. It’s about creating moments of ‘serendipitous recognition’—where the audience doesn’t expect a brand, but welcomes it when it appears.

    Dikshit summed it up, “The story has to stay intact. Whether the hero is a farmer, a food delivery boy, or a wine bottle—don’t break the narrative for a logo”.

    As branded content muscles into the advertising spotlight, marketers are building the case for substance, not just style. The verdict? Storytelling sells—but only when it sticks.

     

  • Wendy’s rolls out a bun voyage with its International Burger Bash

    Wendy’s rolls out a bun voyage with its International Burger Bash

    MUMBAI: Why scroll for flight deals when your next global trip could come between two buns? Wendy’s India is kicking off its first-ever International Burger Bash, a zesty celebration of bold global burgers, pop-culture play, and sticker-collecting swagger. Running from May 28 to June 15, the flavour fest is designed to be more than just a menu update, it’s a full-blown party where every bite comes with a side of fun.

    “This isn’t just a menu refresh, it’s a flavour movement,” said Rebel Foods CMO for India Nishant Kedia. “We’ve brought global inspiration, added a dash of desi flair, and wrapped it all up in a playful, gamified experience. It’s everything Wendy’s stands for bold, quirky, and unforgettable.”

    Here’s the globe-trotting line-up:

    . Nachoburg Cheese Burger (Mexico) – Jalapeños, salsa, and crunchy nachos for that extra ‘olé’.

    . Chimichurri Burger (Argentina) – Creamy, zingy and bright just like Buenos Aires.

    . Korean Burger (Korea) – Drenched in buldak-style sauce that brings the heat.

    . American BBQ Burger (USA) – Smoky, juicy and backyard-barbecue-ready.

    . Firebolt Tandoori Burger (India) – Desi spice lovers, this one’s your home turf hero.

    All burgers come in vegetarian and non-vegetarian options, ensuring nobody misses this global joyride.

    But it’s not just about stuffing your face, it’s a whole experience:

    Order a burger, get a sticker sheet. Collect ‘em all to win:

    .  3 sheets = Free Burger

    .  4 sheets = Free Meal

    .  5 sheets = Free Burgers for a whole year (yes, seriously)

    Wendy’s is turning five cities into burger-filled dance floors with late-night store raves:

    .  Pune – June 6 | Law College Road EatSure Foodcourt

    .  Delhi – June 7 | Kirti Nagar

    .  Rajkot – June 8 | EatSure Foodcourt

    .  Hyderabad – June 13 | Hi-Tec Mall

    .  Bangalore – June 14 | BTM Store

    With DJs, neon lighting, dancing burger mascots and more, these parties promise to be flavour first, FOMO later.

    Sai Godbole, the multilingual comedy queen, stars in a fun video series introducing each burger with global flair. Bonus? A food-rap anthem that’s guaranteed to live rent-free in your head.

    Add to that an influencer army sharing their sticker spoils and burger hauls, and you’ve got a campaign that’s as sticky as melted cheese.

    Whether you’re craving Korean spice or craving free burgers for a year, the International Burger Bash is flipping the script on fast food. Wendy’s India just made eating out the most entertaining global tour this summer.
     

  • Denim with a Kick Vidyut Jammwal joins Spykar for bold new ‘Chico’ fit

    Denim with a Kick Vidyut Jammwal joins Spykar for bold new ‘Chico’ fit

    MUMBAI: He’s kicked villains in mid-air, scaled walls like they’re gym equipment and now, Vidyut Jammwal is doing high-flying fashion too.

    In a move that spells style with swagger, homegrown denim giant Spykar has roped in action hero and fitness icon Vidyut Jammwal as the face of its latest campaign for Chico, the brand’s most desirable denim fit. Described as confident, relaxed, and engineered for comfort, the Chico fit is all about freedom of movement without compromising on sharp aesthetics qualities that make Vidyut the perfect match.

    “Spykar represents a mindset, one that’s confident, original, and unapologetically expressive. Joining the Spykar community felt like a natural fit for me, and being part of the Chico campaign is an exciting way to celebrate style with purpose. Chico is not just about denim, it’s about freedom, strength, and owning your space with pride,” said Jammwal.

    The Chico fit sits at the intersection of form and function crafted from premium stretch denim, tailored with a relaxed silhouette, and designed for breathability and performance. Whether you’re running errands or running parkour (à la Vidyut), these jeans are built to move with you.

    Spykar CEO and co-founder Sanjay Vakharia added, “Spykar has always spoken the language of denim i.e. expressive, unapologetic, and relentlessly authentic. With Vidyut joining our community, we’re not just adding a face; we’re amplifying a mindset. Chico represents everything a denim universe requires style, performance, and purpose.”

    The campaign celebrates the rise of a fashion-forward, purpose-led generation, one that chooses comfort without compromising on individuality. With its Rs 2,000 price point and mass-appeal silhouette, Chico is more than a fit, it’s a flex.

    Spykar, known for being tuned into India’s evolving youth culture, positions this launch as more than a fashion drop. It’s a statement about style, power, and living unapologetically. With Vidyut’s all-action persona and Spykar’s cool credentials, it’s clear: denim just got a whole lot daring.

  • Sole survivor Adidas Launches Adizero Evo SL to sprint ahead of the pack

    Sole survivor Adidas Launches Adizero Evo SL to sprint ahead of the pack

    MUMBAI: Why just hit your stride when you can turn heads while doing it? Adidas has laced up for a high-speed style statement with the launch of the Adizero Evo SL, a sleek new entrant in the running game that blends the pace of a racer with the polish of a fashion-forward trainer. Built to give everyday runners a slice of elite performance, the Evo SL takes design cues from the brand’s game-changing Adizero Adios Pro Evo 1, but at a more accessible price point.

    Set to drop on 30th May 2025 for Rs 15,999, the shoe is engineered for fast training runs and just as ready for the ‘Gram as it is for a sprint.

    Minimalist in style but maximalist in intent, the Evo SL features clean white uppers slashed with adidas’ iconic three black stripes, a blur when the runner kicks into high gear. But it’s what’s under the hood that really delivers.

    The full-length Lightstrike Pro midsole gives the shoe its featherweight rep tipping the scales at just 188g for women and 224g for men making it the lightest trainer in adidas’ running arsenal. Unlike its race-day cousins, it skips stiffening elements for a more responsive, cushioned ride.

    Breathability and comfort are also stitched into the mix with an engineered mesh upper, providing airflow and targeted support right where you need it most.

    With the Evo SL, Adidas isn’t just selling a shoe, it’s democratising the speed game, bringing the signature Adizero punch to runners who want style, substance, and split times to match.

    Available online and via the adidas flagship app, this one’s not just for the finish line, it’s built to make every run feel like race day.

  • Sunfeast’s new cookie shines bright with butter, glaze and mother’s love

    Sunfeast’s new cookie shines bright with butter, glaze and mother’s love

    MUMBAI: Turns out, a mother’s love isn’t the only thing that leaves you glowing, Sunfeast’s new cookie does too. ITC Sunfeast Mom’s Magic has just launched Shines, a shiny butter cookie glazed to golden perfection, and it’s got more than just sugar on top, it’s sprinkled with emotion, nostalgia, and warmth. With a delicate sugar coating and eight crispy layers, Shines promises a melt-in-mouth indulgence designed to add sparkle to everyday snacking.

    And bringing this cookie’s story to life is veteran actress Nadhiya Moidu, who stars in the brand’s latest TVC, marking the product’s debut with a poignant tale of maternal support. In the film, Nadhiya plays a mum who sweetly nudges her daughter’s dreams forward convincing her traditional father-in-law to let the young girl pursue chess training in Chennai. As she gently glazes a butter cookie, the message is clear: a mother always finds a way to make her child shine.

    “At Sunfeast, we believe in constantly innovating to craft differentiated offerings that bring unique sensorial experiences to our consumers,” said ITC Ltd chief operating officer for Biscuits and Cakes Cluster Ali Harris Shere. “Shines’ is our way of elevating the taste of a classic cookie experience and establishing a new vision for cookies altogether. By introducing a light & crunchy cookie, we are challenging the status quo and redefining what indulgence can look like. We are confident that butter cookie lovers will relish this innovation and make it a cherished part of their snacking routine.”

    Backed by Ogilvy Bangalore, the campaign builds on Mom’s Magic’s longstanding theme of mothers as everyday superpowers.

    “Mothers will do whatever it takes to make their children shine, and their love never becomes an obstacle; in fact, it fuels them to take the road less travelled,” said Ogilvy Bangalore chief creative officer Puneet Kapoor.

    Currently available across Andhra Pradesh and Telangana, Mom’s Magic Shines comes in two sizes 44g for Rs 10 and 128g for Rs 35 with packaging that mirrors the cookie’s polished finish. It’s a simple treat that wraps a little magic, a lot of love, and just enough glaze to make every bite feel like home.

    With this launch, ITC continues its run of crafting not just snacks, but stories that stick, one crunchy layer at a time.

  • Show must go on for brand partnership maven as Sujith Kumar joins BookMyShow

    Show must go on for brand partnership maven as Sujith Kumar joins BookMyShow

    MUMBAI:  In a move that has more twists than a Hindi cinema blockbuster, Sujith Kumar has swapped his role as head of brand partnerships at Swiggy SteppinOut for a senior manager position at BookMyShow, India’s entertainment ticketing titan. The career hop, announced this month, sees the marketing maestro taking his knack for turning consumers into brand evangelists to fresh pastures.

    Kumar’s track record reads like a greatest hits album of Indian entertainment marketing. At Swiggy SteppinOut, he orchestrated partnerships spanning food, music, comedy and lifestyle events, including the launch of “Supper Clubs of India”—intimate dining experiences showcasing regional cuisines that had Mumbai’s foodies queuing round the block.

    His previous stint at Paytm Insider proved particularly lucrative, where he built the brand partnerships team from scratch. The portfolio included managing Arijit Singh’s five-city tour and pioneering Van Heusen’s first metaverse concert—a digital-age spectacle that had traditionalists scratching their heads and millennials reaching for their wallets.

    The marketing maverick’s earlier adventures include a two-and-a-half-year spell at Sony Music Entertainment, where his mission statement “turn music fans into brand fans” became the stuff of industry legend. He juggled over 80 active brand strategies across south India, orchestrating collaborations with musical heavyweights including Badshah and Anirudh Ravichander.

    At ESPN, Kumar cut his teeth managing marketing for ESPNcricinfo during cricket’s golden television era, overseeing campaigns for the 2015 World Cup and IPL. His creation of CricIQ, billed as India’s largest cricket quiz platform, proved that sports and smartphones could be a winning combination long before fantasy leagues became the rage.

    Now at BookMyShow Live, Kumar faces the challenge of making brands feel rather than merely seen when “the lights dim and the fans roar.” Given his penchant for turning spectators into spenders, India’s entertainment industry may have found its most valuable player yet.

    The motorcycle enthusiast, who founded BrosonWheelsOfficial and treats riding as his “refresh button,” appears ready to take the brand partnerships game into top gear. For an industry where attention spans are shorter than TikTok videos, that could be music to corporate ears.