Category: Brands

Asian Paints launches Aks-e-Kashmir edition to honour Kashmir’s artistic legacy

MUMBAI: In a celebration of Kashmir’s rich cultural heritage, Asian Paints has launched a special festive edition of its Apex Ultima Weatherproof pack, aptly named ‘Aks-e-Kashmir’. The pack, released just in time for Eid, encapsulates the beauty and tradition of Kashmir, blending art with cutting-edge performance.

The ‘Aks-e-Kashmir’ pack beautifully showcases the iconic symbols of the valley, such as the tranquil shikaras of Dal Lake, the vibrant tulip gardens, intricate pashmina embroidery, and the region’s renowned botanical gardens. It also features elements of Kashmir’s rich history, including the famous kahwa vessels, mughal baari, and the delicate saffron flowers. Every detail of the design pays homage to the valley’s artistic legacy, drawing inspiration from its traditional textiles and detailed woodwork.

“Kashmir is more than a place it’s a feeling, alive in its stories, colours, and traditions that reflect resilience, beauty, and heritage,” said Asian Paints MD & CEO Amit Syngle. “With the Apex Ultima ‘Aks-e-Kashmir’ special edition pack, we are not only celebrating the region’s culture and craftsmanship, but also honouring the spirit of its people, their perseverance, and the legacy they continue to build.”

The ‘Aks-e-Kashmir’ edition is a fusion of artistic elegance and the superior weatherproof protection Apex Ultima is known for. The paint has been engineered to withstand India’s extreme weather conditions, ensuring that homes remain beautiful and durable.

“Apex Ultima is engineered to shield homes from India’s extreme weather conditions ensuring that every home’s beauty and durability is maintained, “Syngle continued. “By bringing together strong performance with the artistic essence of Kashmir, this special edition pack captures the unique blend of strength and elegance that defines the valley’s cultural spirit.”

Through this special edition, Asian Paints continues its tradition of celebrating India’s diverse heritage with limited-edition packs. With ‘Aks-e-Kashmir’, the brand not only offers protection but also shares the enduring beauty of Kashmir’s stories and craftsmanship.

Watch the ‘Aks-e-Kashmir’ video here,

April 1, 2025
Gostops ‘ April Fools’ prank pay to stay, get paid to leave!

MUMBAI: Gostops, pulled off an ingenious April Fools’ prank that had netizens in stitches. Their ‘Reverse Hostel’ campaign promised an irresistible deal pay Rs 500 to check in, get Rs 700 when you leave essentially making travel not just affordable but profitable! The longer you stay, the more you earn. Who wouldn’t want an all-expenses-paid adventure?

Ofcourse, it was all in good fun. The campaign, a classic April Fools’ joke, struck a chord with India’s Gen Z travellers, who love quirky, offbeat experiences. Social media erupted with reactions, with many wishing it were real.

But beyond the humour, the ‘Reverse Hostel’ concept carried a deeper message. It reinforced Gostops’ belief that travel is about more than just a bed for the night it’s about new experiences, self-discovery, and building connections.

“We wanted to do something bold and fun, while still reinforcing the idea that travel opens new doors and opportunities,” said Gostops social media & content lead Simran. “The ‘Reverse Hostel’ campaign was a way to bring laughter and joy to our audience, while also encouraging young people to keep traveling and embracing the transformative power of travel. Even if it was just for the laughs, we hope this campaign reminded them of the endless possibilities out there!”

While travellers won’t actually get paid to check out, Gostops remains committed to making travel accessible, fun, and unforgettable because some experiences are truly priceless!

April 1, 2025
Indian sports sponsorship scores big, nearing $2 billion mark

MUMBAI: The Indian sports sponsorship scene has flexed its muscles, punching through the Rs. 16,633 crore barrier, according to GroupM ESP’s latest Sporting Nation report. That’s a six per cent year-on-year growth, propelling the overall market towards a cool $2 billion. Since 2008, the sector’s seen a sevenfold surge, a proper blinder of a result.

While cricket remains the undisputed captain, the rise of non-cricket sports is giving it a run for its money. Athlete endorsements have hit an all-time high, leaping 32 per cent to Rs. 1,224 crore. Forget just sixes and wickets, we’re talking about the likes of Neeraj Chopra and PV Sindhu, who’ve spearheaded a 46 per cent hike in non-cricket endorsements. The Olympic buzz has clearly got everyone’s knickers in a twist, boosting emerging sports sponsorships by 19 per cent. Fancy a jog? Distance running alone accounts for a quarter of that, showing India’s keen to get its trainers on.

GroupM South Asia chief operating officer Ashwin Padmanabhan reckons industry is continuing its remarkable trajectory, but the industry is e witnessing a dynamic shift driven by both legacy and emerging sports. “Cricket’s still the cornerstone, but the non-cricket athletes, the Olympic buzz, and the digital revolution are reshaping the landscape. With brands increasingly recognising the power of sports as a platform for deeper consumer engagement, the momentum is undeniable. This is not just growth in numbers—it’s the
evolution of an industry that is more diverse, digital, and driven by innovation than ever before,” he said.

GroupM India managing director content, entertainment & sports Vinit Karnik, chipped in, saying, The
Indian sports economy has firmly established itself as a high-growth sector, surging 7x since 2008 to near the $2 billion mark. While traditional powerhouses continue to drive momentum, the real story lies in the rise of emerging sports, athlete-driven brand value, and the digital explosion, which alone saw a 25 per cent jump in media spends. The record-breaking Rs. 1,224 crore in athlete endorsements signals a shift—brands are betting big on individual icons across sports. As we enter a new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sport.”

Despite a slight wobble in sponsorship growth this year, thanks to IPL and ICC rights resets, the market’s showing its staying power. With digital engagement going through the roof and audience preferences swerving faster than a fast bowler’s out swinger, the Indian sports scene is poised for even more fireworks. It’s a proper scorcher.

April 1, 2025
India’s fashion powerhouses celebrate 25 years of Lakme Fashion Week

MUMBAI: India’s fashion world threw a dazzling bash as Lakme Fashion Week marked its 25th anniversary with a glittering gala that brought together the country’s design royalty. The spectacular event, hosted by Lakme, the Fashion Design Council of India (FDCI) and Reliance Brands on 30 March, was a runway romp through a quarter-century of catwalk history.

Hollywood actor and former White House staffer Kal Penn played master of ceremonies, bringing his trademark wit to proceedings as Hindi cinema heavyweight Kareena Kapoor Khan made a triumphant return to the ramp. Draped in white, the superstar—who has twice been the face of Lakme—delivered a nostalgic speech that had fashion-watchers swooning.

The silver jubilee extravaganza featured a who’s who of Indian fashion, with 30 celebrated designers including Rajesh Pratap, JJ Valaya, Namrata Joshipura, Varun Bahl, Manish Malhotra, Ashish Soni and Tarun Tahiliani strutting their sartorial stuff. Former Lakme models including Lisa Ray, Lisa Haydon, Indrani Dasgupta, Sarah Jane Dias, Shimona Nath and Archana Akil returned to strut down memory lane, reviving the magic of past finales.

FDCI chairman Sunil Sethi raised a toast to the “design-soaked journey. This year the celebrations were robust, reflecting on how we shaped design and its sinuous curves through crafts and heritage. Let’s raise a toast to the future, forward with insightful and innovative ideas that will change our relationship with style. “

Lakme India vice president Sunanda Khaitan highlighted the brand’s “unprecedented” commitment to democratising fashion. She added: “Lakmes longstanding and consistent commitment to furthering fashion in India is unprecedented. It has given fashion designers, makeup artists, and models a world-class platform to showcase their creativity. While fashion may sometimes feel like it’s only accessible to a select few, Lakme’s contribution to LFW has made it a cultural phenomenon, merging fashion and beauty. For the past 25 years, Lakme, through innovations debuted each season, has led the charge on beauty, bringing beauty trends to India. We have collaborated closely with the best fashion talent in the country to curate their collections, complementing the beauty trends for the season.”

Said Reliance Brands group vice-president Jaspreet Chandok: “The platform’s 25th anniversary was not just a celebration, it was a powerful reflection of how far Indian fashion had come and the limitless possibilities that lie ahead. This Gala brought together pioneers and pathbreakers of the industry in an unprecedented showcase of design excellence. From iconic designers to global talent like Kal Penn joining us as host, the evening was a historic tribute to creativity, culture, and collaboration.”

With supermodel Ujjwala Raut hosting the red carpet alongside fashion pundit Jessel Tank, the evening was a feast of fabrics and famous faces—proving that after 25 years, India’s premier fashion showcase remains as catwalk-crazy as ever.

March 31, 2025
ITC seals Rs 3,500 crore deal for Century Pulp and Paper

MUMBAI: ITC has inked a business transfer agreement to acquire the pulp and paper division of Aditya Birla Real Estate Ltd (ABREL) for Rs 3,500 crore. The deal, structured as a slump sale on a cash-free, debt-free basis, brings Century Pulp and Paper (CPP) into ITC’s fold, bolstering its footprint in the paper and packaging game.

Established in 1984 in Lalkuan, Uttarakhand, CPP boasts an installed capacity of 4.8 lakh metric tonnes per year. With India’s paper demand growing at six to seven per cent annually and per capita consumption at a mere 16 kg (compared to the global average of 57 kg), ITC is betting big on the sector’s headroom for growth.

This acquisition is a strategic masterstroke. ITC’s paperboards and specialty papers division, already a heavyweight with an annual output exceeding 1 million metric tonnes, will gain instant scale and efficiencies. A new production hub means better customer service, proximity to raw materials and, crucially, operational resilience. ITC plans to turbocharge CPP’s profitability with a mix of capacity de-bottlenecking, product upgrades, efficiency drives, supply chain tweaks, and procurement muscle.

The deal is subject to regulatory nods, including clearance from the Competition Commission of India and the ministry of environment, forest and climate Change. It is expected to be wrapped up in about six months.

ITC executive director B Sumant said: “This move strengthens our market position and unlocks fresh opportunities in both domestic and global markets. Our new asset aligns perfectly with our strategy to drive the next horizon of growth.”

With this bold play, ITC is not just expanding—it’s redefining its game in paper and packaging.

March 31, 2025
Shibashish Roy takes the reins at electronics retailer Croma

MUMBAI: Shibashish Roy has taken over as chief executive & managing director of Infiniti Retail Ltd (Croma), India’s electronics retail powerhouse, effective 1 April 2025. The Tata Group has opted for a company man to mind the shop after the departure of founding member Avijit Mitra.

Roy, a Tata Administrative Services (TAS) officer with over 20 years of group experience, has been quietly climbing the corporate ladder since joining as a project trainee at Tata Steel in 2003. His circuitous route to the top job included stints at Voltas, Tata Motors, and a six-year stretch at Tata Capital where he cut his teeth in wealth management and investment banking.

The digital-savvy executive spent seven years at Tata Sons, including time in the chairman’s office, before joining Croma in 2021. Since then, he’s been on a rapid ascent—chief business officer to chief operating officer to deputy chief executive and now to the corner office—in what appears to be a meticulously planned succession.

Outgoing boss Mitra, who retires after 35 years with the Tata Group, leaves behind sizeable shoes to fill. Under his stewardship, Croma expanded from a fledgling electronics retailer to a behemoth with over 560 stores across India.

March 31, 2025
KKR flexes fan engagement with Amul’s Train Like a Knight

MUMBAI: Kolkata Knight Riders (KKR) is serving up a fitness masterclass with Amul presents Train like a Knight, a new digital series that’s set to give fans a peek behind the curtain of professional cricket training. Forget just watching the game; KKR wants you to live it, protein shake in hand.

Recognizing that cricket is more than just sixes and wickets, it’s a test of discipline, endurance, and peak performance, KKR, in partnership with Amul Protein, is launching a six-episode series that delves into the nitty-gritty of player fitness. Think intense workouts, dietary deep dives, and mental conditioning sessions that would make a yogi sweat.

Episode one, featuring Ajinkya Rahane, is already dropping jaws (and maybe a few dumbbells), offering a glimpse into the kind of grind it takes to play at the highest level.

To watch the Ajinkya Rahane episode click here

“Our collaboration with Amul Protein is more than just a partnership—it’s a testament to our commitment to inspiring fitness and showcasing the holistic preparation of our athletes,” said Knight Riders Sports group chief marketing officer Binda Dey “Through Amul presents Train like a Knight, we’re breaking down the barriers between fans and players, offering an authentic look at what it takes to compete at the highest level of professional cricket.”

But this isn’t just a flash-in-the-pan series; it’s a year-long fitness fiesta. KKR plans to expand Train like a Knight into a full-blown program, complete with exclusive events, workshops, and enough merchandise to turn every fan into a mini-athlete.

With Amul Protein’s nutritional muscle, Train like a Knight promises to be an engaging, informative, and downright sweaty journey into the world of professional sports prep. Get ready to train, fuel, and, well, live like a Knight.

March 31, 2025
HSBC Golf League swings into Pune, Kapil Dev tees off a luxury finale

MUMBAI: HSBC India, in a collaboration with Thriwe, teed off the grand finale of its third golf league at Pune’s exclusive Oxford Golf Course, turning the greens into a playground for India’s high-net-worth (HNW) and ultra-high-net-worth (UHNW) swingers.

The event, a veritable who’s who of industry titans, was graced by none other than cricket legend Kapil Dev, who, in between ceremonial tee-offs, probably pondered the similarities between a well-timed cover drive and a perfect swing.

Following regional rounds in Greater Noida, Bengaluru, Hyderabad, and Mumbai, the Pune finale saw the crème de la crème of amateur golfers battling it out for a coveted prize: an all-expenses-paid jaunt to Singapore’s Tanjong Course, where they’ll rub shoulders with the pros at the HSBC Women’s World Championship. Think opulent Hexagon Suites and enough golfing action to make even the most seasoned player giddy.

HSBC India head international wealth and personal banking Sandeep Batra waxed lyrical about the event, stating, “HSBC’s global ambition is to bring golf to more people across the world. We’re focused on helping to expand the game to the next generation of players and build the sport across markets. This prestigious event, a testament to our commitment to excellence and sportsmanship, has not only brought together the finest amateur golfers across India but has also provided a platform for our esteemed clients to engage in the sport they love. At HSBC India, we are honored to facilitate such a grand celebration of talent and look forward to continuing to foster the growth of golf in India.”

Thriwe founder & CEO Dhruv Verma added, “With each year passing we see more and more participation and this year was no different. We will continue to build this golf league, with HSBC India, as a property/IP to further encompass more features and member privileges. At Thriwe, we are also excited on using AI and building the entire model ahead.”

The event, powered by Thriwe’s tech prowess, wasn’t just about swinging clubs; it was a tech-infused golfing extravaganza. The HSBC golf league mobile app allowed participants to track scores, network, and snag exclusive perks, from free golf cart bookings to discounts on accessories.

In essence, HSBC and Thriwe have turned golfing into a luxury experience, blending sport with tech and a dash of celebrity sparkle. It’s a hole-in-one for networking and a par-fect day out for India’s elite.

March 31, 2025
Madhur Sugar and Dentsu Creative Webchutney promote The Good Cut

MUMBAI: Madhur Sugar, in a sweet partnership with Dentsu Creative Webchutney, is shaking up the packaging world with The Good Cut, a simple yet radical redesign aimed at tackling India’s alarming microplastic problem. With India churning out a staggering 391,879 tonnes of microplastics annually – that’s 18 Statues of Liberty’s worth of tiny plastic terrors – something had to give.

The culprit? Our casual corner-cutting habit. You know, that satisfying snip when opening a packet? Turns out, those tiny plastic shards are ditching the recycling bin and diving straight into the environment. Madhur Sugar’s The Good Cut flips the script, literally, guiding consumers to cut horizontally instead of tearing corners. A mere 5 cm shift, yet a potential game-changer.

Shree Renuka Sugars executive director Ravi Gupta declared, “Environment and sustainability have to be goals of a responsible business. Our packs are 100 per cent recyclable! But we realized that a corner piece of them never made it to recycling plants as it is trashed directly. That had to change.” He added, with a hint of optimism, “We hope this innovation sparks a movement, encouraging more brands to embrace The Good Cut and rethink packaging for a cleaner future.”

Dentsu Creative Webchutney chief creative officer Surjo Dutt chimed in, “Creativity is about solving real problems with ideas that fit seamlessly into everyday life. The Good Cut does just that – transforming a habitual action into an eco-friendly choice. A 5cm cut may seem tiny, but in the fight against microplastic pollution, it’s a step toward something bigger.”

Available in select stores, The Good Cut is set to launch a digital, social, and outdoor blitz, aiming to turn this packaging tweak into an industry-wide revolution. It’s not just about sugar; it’s about a sweet solution to a sticky problem.

March 31, 2025
Pearl Academy students ‘find themselves’ on Lakmé runway, Ikigai gets a catwalk makeover

MUMBAI: Pearl Academy, in partnership with the Fashion Design Council of India (FDCI), unleashed “First Cut” at Lakmé Fashion Week X FDCI, a student showcase. Inspired by the Japanese concept of Ikigai – the secret sauce to a long and happy life, apparently – the students didn’t just walk the runway; they strutted through the existential.

This wasn’t your run-of-the-mill frock parade. Oh no, this was a deep dive into the emotional vortex of today’s youth, a sartorial therapy session if you will. The Ikigai pillars – passion, mission, vocation, and profession – were translated into four thematic acts, each a chapter in a style-driven self-help manual.

“Make Nothing from Scratches” (passion) saw deadstock fabrics resurrected into rebellious silhouettes, proving that one person’s trash is another’s avant-garde treasure. “Juxtapose” (success) threw a curveball at conventional achievement, blending layers like a fashion smoothie gone wild. “Reimagine” (purpose) gave Indian pattern-cutting a global glow-up, marrying heritage with high-street swagger. And “Love is Blind” (love) was a technicolour celebration of connection, from digital dalliances to mature musings.

FDCI chairman Sunil Sethi waxed eloquent about nurturing young talent, stating, “Fashion was an evolving dialogue, and this showcase allowed students to engage with its transformative power.” Indeed, this wasn’t just about pretty clothes; it was about provoking thought, sparking conversation, and maybe, just maybe, finding oneself amidst the sequins and stilettos.

Pearl Academy students, collaborating like a well-oiled fashion machine, proved that they’re not just learning the ropes; they’re rewriting the rulebook. With past themes tackling everything from post-pandemic blues to lunar landings, this year’s inward gaze was a refreshing twist. “First Cut” wasn’t just a show; it was a statement, a reflection, and a wink to the ever-evolving nature of identity. In a world spinning faster than a runway model, these students showed us that fashion can be a map to finding yourself, one stitch at a time.

March 31, 2025