ITV

Category: MAM

  • Sip happens Ayodhya gets its first taste of smart water access

    Sip happens Ayodhya gets its first taste of smart water access

    MUMBAI: Why carry a bottle when Ayodhya now pours clean, cold water on tap? In a move that’s part hydration, part transformation, Anandana, The Coca-Cola India Foundation, in partnership with SM Sehgal Foundation and Ayodhya Nagar Nigam, has turned up the public health dial with the installation of community water ATMs across key areas of the city. The initiative puts reliable, RO-purified drinking water at the fingertips of residents and pilgrims alike no app required.

    Each ATM is connected to the Nagar Nigam’s municipal supply and backed by overhead storage tanks. The water is filtered through a Reverse Osmosis system, stored in stainless steel chilled tanks, and dispensed via hygienic external taps. The result? Round-the-clock, walk-up access to clean, cool water in one of India’s most spiritual and frequently visited cities.

    The Coca-Cola India Foundation director Rajiv Gupta said, “Access to drinking water is a fundamental pillar of public health and community well-being. Our partnership with Ayodhya Nagar Nigam and the SM Sehgal Foundation is a strategic initiative that demonstrates our commitment to help improving water accessibility in the region through better infrastructure and local collaboration.”

    S M Sehgal Foundation trustee and CEO Anjali Makhija said, “Water is vital, and through our collaboration with Anandana, The Coca-Cola India Foundation, we help create solutions for communities. The installation of water ATMs in Ayodhya marks a significant step towards ensuring access to hydration, especially in a city that welcomes millions of pilgrims and visitors each year.”

    Ayodhya Nagar Nigam Municipal commissioner Santosh Sharma said, “This initiative underscores the positive role of public-private partnerships in enhancing urban infrastructure. Together with Coca-Cola India Foundation, we’re addressing the need for reliable drinking water across key areas in Ayodhya, benefiting both residents and visitors. By strengthening the city’s water access, this effort is a crucial part of our broader commitment to improving civic amenities and ensuring a sustainable, community-centered development.”

    The effort is part of a broader Coca-Cola India Foundation strategy that’s already impacted over one million lives. Through Project Jaldhara, the Foundation in collaboration with SM Sehgal Foundation has led water conservation efforts across Kolar (Karnataka), Anantapur (Andhra Pradesh), and Aurangabad (Maharashtra). Their interventions range from check dam construction and tank desilting to decentralised water systems, designed to fight water stress from the grassroots up.

    Ayodhya now becomes the next ripple in that wave. As India heats up and demand for public hydration rises, these ATMs offer more than a moment of relief, they’re a blueprint for civic innovation.

    Because in today’s world, a sip well-served is a civic duty well done.

     

  • Pulse on point as DS Group proves culture is the sweetest strategy

    Pulse on point as DS Group proves culture is the sweetest strategy

    MUMBAI: When a candy meant for grown-ups causes a social media frenzy and movie stars post about it for free, you know you’ve struck marketing gold. That’s precisely what DS Group sr. vice president of corporate marketing Rajeev Jain laid out in his eye-opening session at Goa Fest 2025 titled ‘Cultural Marketing Can Be a Winner: Pulse Candy a Case Study’.

    Jain opened with a powerful quote from CK Prahalad, “While it is true that multinationals will change emerging markets forever, the reverse is also true.” And Pulse, it turns out, is a case of the latter, an unapologetically Indian brand that rewrote the rules of candy marketing.

    The secret sauce? Culture. Not just flavours, but deep-seated values and norms. Jain drew parallels from around the globe: how Coca-Cola supported Saudi women driving under its “Keys of Change” campaign, or how Nescafé cracked Japan by first selling coffee-flavoured toffees to build a taste habit among kids who grew into coffee-loving adults.

    Pulse did something equally audacious back home.

    Backed by two years of intense R&D, Pulse launched a centre-filled candy that catered to Indian palates think tang, spice, and chatpata chaos. It wasn’t your average sweet treat. It was a nostalgia bomb, a street-side snack, and a meme-worthy munch all rolled into one.

    The brand boldly went where few dare: marketing candy to adults. “Why should kids have all the fun?” wasn’t just a slogan, it was a war cry. And consumers responded with their thumbs generating a flood of user-generated content without a rupee spent on influencer tie-ups.

    Case in point? Disha Patani posting about Pulse on her own. “That’s when we knew we weren’t just in the candy business,” said Jain. “We were in the cultural relevance business.”

    The talk underscored a central truth: great cultural marketing isn’t loud, it’s resonant. Pulse didn’t follow trends; it tapped into India’s taste DNA. The result? A product that felt tailor-made for the local market yet had the swagger of a global disruptor.

    In a world flooded with algorithm-driven campaigns and AI-generated creatives, Pulse’s story is refreshingly analogue, it’s about listening before selling, and tapping into what people crave emotionally, not just gastronomically.

    At a fest packed with tech talk and future-forward buzzwords, Jain’s candy-coated case study reminded everyone that flavour still wins when it hits the culture nerve just right.

  • Brand-time-performance wins the day as Warc unveil ‘Pace Principles’

    Brand-time-performance wins the day as Warc unveil ‘Pace Principles’

    MUMBAI: Speed met substance on day two of Goafest 2025 as Warc unveiled findings from the ‘Pace Principles’ report—a pioneering marketing effectiveness study rooted in Asian data. Amid the sun, strategy, and scribbles at Taj Cidade de Goa, two marketing heavyweights cut through the jargon to drive home a single truth: performance and branding aren’t rivals, they’re running mates.

    Sujeet Kulkarni – Global Advisory Consultant, Lions Advisory opened the session by underscoring that Warc’s insights are backed by the creative might of the Lions ecosystem. He dismissed the longstanding divide between brand-building and performance marketing. “Measuring brand and performance separately is a false premise”, he said. Instead, he urged marketers to view it through the lens of ‘brand-time-performance’, emphasising the role of time in cementing long-term success.

    According to Kulkarni, the sweet spot lies in marketing across six-and-a-half channels—a curious yet data-driven benchmark for campaign momentum. He stressed that marketers must “use time as an ally” to stay committed to sustained brand narratives.

    Warc India editor Biprorshee Das brought regional nuance into focus. He argued that speed has been wrongly cast as the enemy of brand investment. Citing Asian campaigns, he showed that a 50:50 split between conversion-focused and brand-building strategies yields the highest effectiveness. Das cautioned against treating long-term branding as a siloed initiative. Instead, he championed the “multiply effect”—a marketing phenomenon where cross-channel, time-sensitive integration drives better returns.

    The session didn’t shy away from bigger truths either. “Culture is not just about geography—it’s about the values we share”, Kulkarni concluded, suggesting that culturally relevant brands don’t just survive—they scale.

    The findings mark a turning point for marketers in Asia, urging a rethink on how success is measured—not just by short-term spikes, but by long-haul gains. With campaign tracking recommended beyond active periods, the call for better measurement frameworks grew louder through the day.

     

  • OLX India taps Olive Sen to power up its horizontal play

    OLX India taps Olive Sen to power up its horizontal play

    MUMBAI: Olx  India is shaking up its leadership ranks with the return of Olive Sen as chief business officer – horizontal business unit (non-autos). In his new avatar, Sen will drive growth across the platform’s sprawling classifieds empire—from jobs and property to mobiles and electronics—as Olx eyes deeper user engagement and scale.

    Sen is no stranger to the classifieds game. With over a decade in the consumer internet trenches, including six-plus years at Olx group, he knows the platform inside out. His previous tour of duty saw him head product, marketing and analytics—turbocharging user growth and monetisation along the way.

    He returns to Olx after a stint as chief product officer at BetterPlace, a workforce tech platform, and earlier roles at Thinkfoods.in and NYX. An IIT Kharagpur alum, Sen cut his teeth at Nissan Motors and ZS Associates before shifting gears into product strategy.

    CarTrade Tech chairman & founder Vinay Sanghi rolled out the welcome mat. “Said he: “We are excited to welcome Olive back to Olx.  His deep understanding of the platform, coupled with a strong strategic vision, makes him the ideal leader to drive our horizontal business unit (non-autos) business forward. We are confident that his leadership will unlock new avenues of growth and significantly enhance user engagement in these categories.”

    Sen, for his part, is raring to go. Said he: “I’m excited to return to Olx India at a time when the classifieds space is evolving rapidly. The non-autos categories—from consumer goods to real estate and jobs—represent a massive opportunity to build for scale and depth. I’m looking forward to working with the incredible team at Olx  to unlock this potential and deliver meaningful experiences for our users.”

    The move fits into Olx ndia’s broader playbook—building a one-stop, trusted bazaar for everything under the digital sun. With over 35 million monthly visitors and more than 30 million listings a year, Olx  is already a heavyweight. Now, with Sen back at the helm, the platform is betting big on becoming India’s go-to marketplace for all things secondhand (and sensible).

  • What is a fuel surcharge waiver on a credit card?

    What is a fuel surcharge waiver on a credit card?

    Ever noticed that extra charge at the petrol pump? When you swipe your card to fill fuel, there’s often a little more added to your bill than just the cost of petrol or diesel. It’s not a huge amount but over time, it adds up. That little addition is called a fuel surcharge. Most people don’t realise they’re paying it until they look closely at their statement. Let’s break this down so you know what it is and how to avoid it. 

    Understanding the cost

    To put it simply, every time you use your credit card at a petrol pump, the bank or service provider adds a small fee. It usually ranges between 1% and 3% of the transaction amount. 

    Now, this isn’t a penalty or a hidden charge. It’s standard practice and is charged to cover handling and processing costs. It doesn’t go to the petrol pump – it’s taken by the payment network or the bank to manage the transaction. So, if you buy ₹1,000 worth of fuel then you could end up paying ₹1,020 or more because of this extra layer. 
    Some credit cards offer a feature called a fuel surcharge waiver. What this means is that they cancel or refund that extra charge for you either instantly or in your next billing cycle. You still pay the fuel price but you don’t pay the extra fee. 

    Not all cards offer this and not every transaction qualifies, so you’ll need to read the fine print or check with your provider. But if you drive often or spend a lot on fuel then it can lead to significant savings over the months.

    How can you get avail this benefit?

    1.    Start by checking if your existing card includes this benefit. If not then explore options that explicitly list fuel surcharge waivers under their features. Many cards in the mid and premium category offer this especially those tailored for travel or daily commuters.

    2.    Even after having the right card, make sure you meet all the conditions. This includes minimum spend amount, eligible fuel stations, payment method and transaction type. These vary across card issuers and skipping even one requirement can void the waiver.

    3.    Use the correct payment channel. Swipe your card at the physical POS terminal at the fuel station rather than paying through a digital wallet or UPI linked app. Most waivers apply only to direct transactions through swipe or chip and pin methods.

    4.    Issuers usually set a maximum limit on the waiver amount per billing cycle. Spending more on fuel than the waiver cap allows means any surcharge beyond that limit won’t be refunded.

    5.    Make sure to monitor your billing statement. Look for either no surcharge being added or for a separate line item reversing the surcharge. If it doesn’t reflect then follow up with the card issuer within the billing period.

    Being aware of these steps and reviewing your card’s terms can help you take full advantage of this benefit.

    Points to consider before relying on the advantages

    These terms help ensure the waiver is applied correctly and consistently.

    •    Take a look at the minimum amount you need to spend. Most issuers set a spend threshold for the waiver to apply around ₹400 or more. Transactions below this amount may not qualify.

    •    Understand the monthly cap on the waiver’s value since there is usually a limit to it. For example, you may receive a waiver up to ₹250 per month. Any surcharge beyond that will be charged to your account.

    •    Some cards provide the waiver only at selected fuel stations. It’s common for issuers to have partnerships with brands like Indian Oil, HPCL or BPCL. Transactions made at non partnered pumps may not qualify for the waiver.

    •    Not all modes of payment are eligible. In most cases, the waiver is applicable when the card is swiped at the point-of-sale terminal. Transactions made through mobile wallets, QR codes or apps may not receive the benefit.

    •    Even if the waiver is applicable, it might not be reflected immediately. In many cases, the fee is first charged and then reversed in the following statement. It helps to track your statements and confirm the reversal each month. 
    A fuel surcharge waiver is a small yet practical benefit that supports smarter spending. It doesn’t drastically reduce your fuel expenses but it helps cut down on non essential fees that can accumulate over time. 

    Whether you should actively look for this feature depends on your usage pattern. For some, it may offer consistent value. For others, it’s an add on that’s nice to have but not a priority.

    If you’re planning to apply for a credit card or upgrade your existing one, be sure to review the complete list of benefits. With that, also check credit card fees and charges. A surcharge waiver is one of many features that can make a difference when chosen thoughtfully.

  • Wipro share price movement with focus on digital transformation deals

    Wipro share price movement with focus on digital transformation deals

    The Wipro share price has been an interesting subject for many investors, especially within the Indian market. As one of the leading IT services companies in India, Wipro’s performance on the stock market often reflects broader industry trends and the company’s strategic moves. Recently, digital transformation deals have played a significant role in influencing the Wipro share price. For young investors between 20 to 40 years old, understanding how these deals impact the stock, as well as concepts such as call and put option trading related to Wipro shares, can be quite valuable.

    In this article, we will explore how Wipro’s share price has moved over time, the significance of their digital transformation partnerships, and simplify the idea of call and put options so you can make informed investment decisions.

    Understanding Wipro share price and its significance

    Wipro Ltd. is a global information technology, consulting, and business process services company headquartered in Bengaluru. Its shares are traded on the National Stock Exchange of India (NSE) and Bombay Stock Exchange (BSE), and its performance is watched closely by a large investor base.

    As of June 2024, the Wipro share price is hovering around Rs. 480-500 per share. The stock has shown moderate volatility in recent years, largely influenced by the company’s ability to secure new deals and maintain steady growth in revenues.

    Factors influencing Wipro share price

    The Wipro share price movement depends on various factors including:

    ●    Earnings reports: Quarterly and annual financial results 
    ●    New deals: Especially in the digital transformation space 
    ●    Global IT market trends: Demand for cloud, AI, and modern IT services 
    ●    Investor sentiment: Both domestic and international investor perceptions 
    ●    Regulatory updates: Government policies and compliance issues

    Among these, digital transformation deals stand out as they showcase Wipro’s capability to innovate and meet modern client demands, thus attracting positive attention from the market.

    Digital transformation deals shaping Wipro share price

    Digital transformation is the process by which companies adopt new technologies to improve business processes, customer experience, and innovation.

    Wipro has been actively pursuing digital transformation deals, partnering with clients across sectors such as banking, manufacturing, healthcare, and retail. These deals often involve cloud computing, artificial intelligence (AI), data analytics, and automation—areas considered pivotal for future IT growth.

    Key digital transformation partnerships

    In recent years, Wipro signed several major contracts that influenced its share price positively:

    ●    Partnership with a leading bank to implement AI-driven process automation: This enhanced operational efficiency and reduced costs, appealing to investors. 
    ●    Collaboration with global cloud providers: Expanding Wipro’s cloud services portfolio helped the company tap into a fast-growing market. 
    ●    Smart manufacturing projects using IoT and analytics: These projects demonstrate Wipro’s diversification beyond traditional IT services.

    Such digital transformation deals generally boost investor confidence, telling the market that Wipro is well-placed to grow revenues and profits in the long term.

    Impact on share price

    Whenever Wipro announces a new high-value digital transformation deal, its share price tends to show positive movement. This is due to:

    ●    Expected increase in future revenues and profits 
    ●    Enhanced company reputation and market positioning 
    ●    Renewed investor interest leading to higher demand for shares

    For example, post-announcement of a Rs. 2,000 crore cloud transformation contract in late 2023, Wipro shares gained almost 5-8% over the next few trading sessions.

    Basics of call and put option trading for Wipro shares

    For many investors, simply buying shares is only one way to benefit from the stock market. Options trading-specifically call and put options-offers another method to profit or hedge investments. Understanding these can help you navigate Wipro’s stock more effectively.

    A call option gives the buyer the right (but not obligation) to buy Wipro shares at a predetermined price (strike price) within a specified period.

    A put option gives the buyer the right (but not obligation) to sell Wipro shares at a predetermined price within a certain timeframe.

    Both types of options can be traded on the Indian stock exchanges and are especially useful in managing risks or making directional bets on a stock’s price.

    Example with Wipro shares

    Suppose Wipro’s share price is Rs. 500 today.

    If you expect the share price to rise in the next month, you may buy a call option with a strike price of Rs. 520. If the share price crosses Rs. 520 before expiry, you can buy shares at Rs. 520 and potentially sell them at the higher market price.

    Conversely, if you expect the share price to fall, you might purchase a put option with a strike price of Rs. 480. If the market price dips below Rs. 480, you can sell shares at the higher strike price.

    Options trading requires understanding of terms like premium, expiry date, and intrinsic value, but is a valuable tool, especially once you develop confidence in analysing market movements like the Wipro share price.

    Why Indian investors should watch Wipro share price

    Young Indian investors aged 20 to 40 are increasingly looking to invest in technology stocks to build long-term wealth. Wipro fits into this category due to its:

    ●    Long-standing history and strong market presence 
    ●    Active involvement in digital transformation contracts 
    ●    Potential for growth in sectors like AI and cloud services 
    ●    Reasonably stable share price with manageable risk levels

    Additionally, by learning to interpret the share price movement alongside company announcements on digital transformation deals, investors can make informed decisions about when to buy, sell, or use options strategies on Wipro shares.

    Tips for investing in Wipro stock

    Here are a few key tips to follow when investing in Wipro stocks:

    ●    Monitor quarterly earnings and deal announcements closely. 
    ●    Understand how global IT trends might impact the company. 
    ●    Consider diversifying the portfolio with other IT stocks. 
    ●    Use call and put options cautiously to hedge risks. 
    ●    Track live prices on reliable platforms like Bajaj Finserv

    Conclusion

    The Wipro share price movement is closely tied with the company’s performance in the competitive IT services sector and its success in digital transformation deals. For the average Indian investor, especially the younger demographic, this creates an opportunity to tap into a future-ready company.

    Call and put option strategies can further empower investors to leverage share price movements effectively. Keeping an eye on digital transformation deals and market trends provides a smart method to anticipate Wipro’s stock trajectory.

    To stay updated and make smarter financial choices, continuously check Wipro’s current share price and explore options trading through trusted financial platforms. 
     

  • Wilderness Luxury: Compelling Reasons Khedda Resort Should Be Your Next Escape

    Wilderness Luxury: Compelling Reasons Khedda Resort Should Be Your Next Escape

    A hidden treasure that offers an incredible escape from the bustle of the city is located just outside of Bengaluru, in the middle of Karnataka’s lush landscapes. Situated in B M Kaval, off Kanakapura Main Road, and across five acres of breathtaking scenery, Khedda Resort provides a unique haven where luxury and nature live together. This outstanding property has perfected the fine art of offering contemporary conveniences while maintaining a genuine connection to the natural world. The Khedda Resort makes a strong case for your consideration if you’re looking for a destination that offers a memorable celebration space, a significant break, or just a change of pace. Let’s look at some incredible reasons why you should book your next vacation at Khedda Resort.

    1. Breathtaking Natural Canvas: Five Acres of Scenic Splendor

    Right away, Khedda Resort stands out due to its five-acre grounds that epitomizes Karnataka’s untouched natural beauty. Each sight takes in a different aspect of nature’s beauty against a frame set by this well taken care of land. Native plants invite vibrant butterflies and birds to well kept gardens, and mature trees dappled shade along meandering paths calling for investigation. The property has a specific design that keeps the authenticity of the original environment with natural curves and characteristics remodeling that promotes the natural flow between different places. If you have such open space, you will never feel cramped, but there will be plenty of chances to explore, think and reconnect to the rhythms of nature away from the restrictions of the city. What starts as a luxury of space itself becomes a major advantage that is being realized more and more by contemporary tourists.

    2. Versatile Spaces: Distinct Areas for Every Occasion

    One of Khedda Resort architectural genius is the manner in which it split up the resort into many places; each of which had its own character and function. These well planned areas go with a variety of occasions and moods ranging from happy get-togethers to private discussions. Open air pavilions can catch breezes and expansive views; secluded nooks offer seclusion for peaceful reflection, or romantic moments. Yoga in the morning, activities in the afternoon, or stargazing in the evening all take place on the large lawns. Indoor areas are climate controlled with large windows and high ceilings that bring in plenty of light and a sense of being outside. Businesses that offer such an assortment of choices avoid the chance of boredom that often comes along with ordinary lodging because visitors know that they always have something new that fits their ever changing needs during their stay.

    3. Eco-Friendly Accommodation: Sustainable Luxury in Nature’s Embrace

    Khedda Resort’s lodging demonstrates a strong dedication to environmental conservation without sacrificing luxury. Twenty well planned eco-friendly rooms with all the contemporary conveniences that discriminating tourists need are available on the site. Natural materials are used extensively in building and interior design, from handcrafted furniture that highlights regional artisanship to locally sourced stone and wood. By maximizing natural lighting and ventilation, the architectural design lowers energy use and creates light-filled, spacious areas that invite the outside in. Comfortable glamping choices with enough mattresses and basic utilities are available at unique camping camps for those looking for a more immersed nature experience.

    4. Exclusive Privacy: Your Personal Sanctuary Awaits

    One of the most sought-after pleasures in today’s interconnected world is true seclusion, which Khedda Resort provides in spades. Guests who reserve the entire property for events or group stays have exclusive access, establishing a secluded space where parties and get-togethers may take place without outside distractions. Because of this exclusivity, the resort becomes your private haven, with every garden, road, and amenity there only for your pleasure. Employees anticipate demands without interfering with special moments, striking the ideal mix between inconspicuous presence and attentive service. Strategic planting produces natural screens between various locations, and the property’s well-considered layout and ample space between lodging units further enhance the impression of isolation.

    5. Strategic Location: Accessible Seclusion Near Bengaluru

    The Khedda Resort accomplishes the amazing task of providing genuine forest isolation while also being easily accessible from Bengaluru. The resort, which is situated at B M Kaval, Off Kanakapura Main Road near Vaderahalli, is about 30 kilometers from the city center—the ideal distance between the bustle of the city and the peace and quiet of the countryside. Because of its ideal location, visitors can go from the stress of the city to the tranquility of the resort in less than an hour’s drive, making weekend getaways completely possible. For out-of-town guests attending events, the close proximity to Bengaluru’s international airport and train connections streamlines travel arrangements. The neighboring area has attractions including Bannerghatta National Park, Mekedatu, and other old temples that provide for interesting day trips for those who want to venture outside the resort.

    6. Celebration Expertise: Creating Memories That Endure

    With a focus on weddings, business retreats, and milestone anniversaries, Khedda Resort has made a name for itself as a top location for festivities that go above the norm. The resort’s skilled event staff adds expert knowledge to each occasion, providing considerate direction while honoring personal preferences. The site offers a variety of venue alternatives that enable a personalized event flow, ranging from receptions held beneath tastefully designed pavilions to ceremonies held in garden settings. The resort’s all-inclusive strategy streamlines event planners’ preparation procedures by offering help with décor, food, entertainment coordination, and lodging reservations. The precise implementation of planned aspects is ensured by technical assistance for presentations, lighting, and sound. From carefully planned surprise components that excite visitors to personalized welcome experiences, our celebration knowledge extends to the little things that leave a lasting impact.

    7. Culinary Excellence: Farm-Fresh Flavors in Idyllic Settings

    Having carefully planned meals that play on the regional flavours, dining at Khedda Resort is something more than subsistence and becomes a part of the tourist experience where tourists are exposed to local culinary customs. The resort culinary team is also committed to using local products, where vegetables from the neighboring farms and the resort own kitchen garden are used so as to ensure outstanding freshness and little environmental effect. Menus are also updated seasonally, and repeat customers will experience a variety of dining experiences because of this, depending on what is available. Several places to eat include the formal dining room with breathtaking views and outdoor eating areas with old trees or under the stars. The culinary staff creates the menu on a personalized basis when there are events which meet dietary restrictions or personal tastes.

    Conclusion

    Khedda Resort offers a life-changing experience where the peace and quiet of nature blend with well-considered luxury. Khedda Resort is more than just a place to stay because of the property’s dedication to maintaining the natural beauty while offering outstanding luxury. Visitors may re-establish vital rhythms that are sometimes forgotten in modern life. Whether organizing a historic event, holding a successful corporate retreat, or just looking for personal renewal, guests find areas and activities that are ideal for their requirements.

  • Mrityunjay Kumar’s Mashrise to monetise Railyatri and Intrcity Smartbus platforms across digital and physical touchpoints

    Mrityunjay Kumar’s Mashrise to monetise Railyatri and Intrcity Smartbus platforms across digital and physical touchpoints

    MUMBAI: Railyatri and Intrcity Smartbus, under Stelling Technologies, have onboarded digital marketing agency Mashrise as their official monetisation partner. The deal will see Mashrise spearhead integrated revenue strategies across the brands’ extensive digital and offline ecosystems, tapping into the fast-evolving intercity mobility segment.

    With this mandate, Mashrise will design and execute brand campaigns across mobile apps, in-app integrations, branded content, and transit media on Railyatri and Intrcity buses. Offline activations will include smart screens, on-ground events, and experiential zones inside premium buses operating across major Indian corridors.

    “We are excited to partner with Intrcity & Railyatri, who have modernised the Indian travel experience. With this mandate, our goal is to create innovative, high-impact monetisation solutions that not only unlock new revenue channels but also enhance the commuter experience for millions of users”, said Mashrise co-founder Mrityunjay Kumar.

    Railyatri and Intrcity have emerged as leading players in long-distance mobility, with Intrcity Smartbus offering features like onboard washrooms, AI-led fleet tracking, and real-time customer support. The partnership aims to blend these technology-led services with tailored brand experiences.

    “We take pride in deeply integrating with brands and providing them solutions that are both digital and on-ground. Our partnership with Mashrise, given their strong foothold in the media and advertising world, will elevate the brand solutions we offer”, said Railyatri & IntrCity founding member Dinesh Rathi.

    With Railyatri servicing millions of train travellers and Intrcity operating on key interstate routes, this tie-up is poised to generate high-ROI brand integrations, giving advertisers access to a highly engaged and mobile-first audience.

    The partnership signals Railyatri’s next growth leap as it sharpens its commercial focus and enhances its position as a key media asset in India’s travel-tech sector.

  • Why are more Indian households focusing on BLDC fans for cooling?

    Why are more Indian households focusing on BLDC fans for cooling?

    With temperatures rising and power bills high, Indian households are rethinking how they can stay cool. While the traditional fan remains a familiar fixture in homes, the BLDC fan quickly emerges as the smarter alternative. Designed for energy efficiency, durability, and modern convenience, BLDC fans are becoming the preferred choice for daily cooling, especially among families who want to reduce their electricity usage without compromising comfort.

    Affordability

    The biggest driver of this shift is energy savings. A standard ceiling fan typically consumes around 75–80 watts of power. Meanwhile, a BLDC fan consumes only about 28–35 watts, cutting energy usage up to 60%. Over the course of a year, especially in homes where fans run for long hours daily, this difference translates into noticeable savings on electricity bills.

    The cumulative benefit for households with multiple fans becomes more significant, making BLDC fans a wise investment rather than just a trendy upgrade.

    Stable comfort and fluctuating voltage

    Many Indian homes experience voltage fluctuations, especially in smaller towns and tier-2 cities. Traditional fans lose speed or performance under such conditions. BLDC fans come with motor control technology that keeps the fan running at a consistent speed, even when the voltage drops. This ensures uninterrupted comfort and better control over cooling day and night.

    Silent, smooth, and hassle-free operations

    Another reason families are making the switch is the quieter performance of BLDC fans. With no brushes inside the motor, these fans make far less noise than conventional ones. This makes them ideal for bedrooms, study areas, or even baby rooms, spaces where silence enhances comfort.

    Additionally, BLDC fans often include a remote control, eliminating the need to get up to adjust speed or switch it off. Some models even have timers and sleep modes, offering added convenience today.

    Built to last longer

    Since they have a brushless design, BLDC motors experience minimal wear and tear. This means lower maintenance, less frequent repairs, and a longer product life, which is massive for Indian consumers who value appliance durability. Many quality-focused brands now offer BLDC models with extended warranties, further reassuring customers about their long-term value.

    Stylish designs matching modern homes

    Aesthetics also matters in performance. Today’s homeowners seek appliances that look good and blend with modern interiors. Fans are available in various sleek designs, from minimalist matte finishes to wooden or metallic textures. Whether you are designing a new home or upgrading a room, there is a fan to match your style.

    Affordable modern technology

    While the initial cost of a BLDC fan may be slightly higher than a regular fan, the long-term benefits easily outweigh the price difference. Reduced electricity bills, fewer service issues, and enhanced comfort make them a smart and future-ready choice for everyday use.

    Conclusion

    As energy costs rise and smart living becomes the norm, the traditional fan is getting a much-needed upgrade. The BLDC fan offers Indian households a combination of savings, style, and sustainability. For families seeking smarter cooling solutions, making the switch is no longer a question but a necessity. 
     

  • Game changers take the stage at Stairs National Games and Ebel Awards

    Game changers take the stage at Stairs National Games and Ebel Awards

    MUMBAI: It’s not just medals that will be won, minds, movements and milestones are in the making. On Monday, 19 May, New Delhi’s Talkatora Indoor Stadium will host a sports spectacle with a purpose as the Stairs National Games 2025 and Ebel Awards 2025 roll out the red carpet for grassroots glory and transformative youth leadership.

    Organised by the Stairs Foundation (Society for Transformation, Inclusion, and Recognition through Sports), the event is no ordinary gathering. It’s a dynamic convergence of young athletes, changemakers, policymakers, and performers from across the country and beyond, coming together to prove that sport is more than just play, it’s a powerful language for unity and impact.

    With participation from over 20 states, the Stairs National Games champions inclusivity by levelling the playing field where talent, not privilege, determines victory. At the same time, the Stairs National Sports Excellence Awards will spotlight those who’ve quietly coached, mentored, and built India’s sports ecosystem from the ground up.

    The evening will crescendo with the Ebel (Ek Bharat Ek Lakshya) Awards 2025, recognising individuals and institutions creating ripples in education, wellness, inclusion, and innovation. The awards have become one of India’s most aspirational honours in youth transformation saluting local heroes and global allies redefining empowerment from the grassroots.

    Chief guest Pankaj Kumar Singh, Minister for Health, Family Welfare, Transport, and IT, will headline the proceedings, joined by H.E. Patrick John Rata, High Commissioner of New Zealand to India, and several dignitaries from governance, diplomacy, and public service. Special guests also include Sheeshpal Rajput, Vikram K. Porwal (IPS), and Ajit Sharan, bringing a blend of policy and purpose to the celebration.

    Taking centre stage alongside these stalwarts are Stairs Brand Ambassadors international boxer Gaurav Bidhuri, actor and youth advocate Amit Sadh, and para-athlete Rohtash Chaudhary, who embody the campaign’s core belief: that India’s future leaders will rise from its playgrounds.

    Stairs Foundation founder & President Siddhartha Upadhyay states, “We are building a scalable and sustainable model of youth empowerment. By combining sports, education, equity, and ethical leadership, we’re nurturing not just athletes but visionary citizens. The Stairs platform is about democratising opportunity, amplifying grassroots voices, and preparing India’s youth to lead, inspire, and transform. India’s future will rise from its playgrounds.”

    Expect more than applause, the event will feature taekwondo, yoga, jump rope acts, and a stirring audiovisual tribute to Stairs’ journey. With the Stairs platform aligned to the United Nations sustainable development goals, and partnerships spanning embassies, federations, and NGOs, the evening promises to be a launchpad for larger conversations and collaborations.

    And just like that, the whistle  will blow for a movement that’s raising much more than games. It’s raising a nation.