ITV

Category: MAM

  • Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign

    Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign

    MUMBAI: Holi is known for its riot of colours, but Simply Fresh, the flagship brand of BN Group, is adding a different shade to the festival kindness. In its latest campaign Bura Na Karo, the brand reinterprets the popular Holi phrase “Bura Na Mano Holi Hai”, encouraging people to celebrate without causing discomfort to others.

    The heartwarming film follows two mischievous teenagers who attempt to scare little Jugnoo by warning him of an impending colour ambush. However, as the flames of Holika Dahan rise, so does their understanding of true celebration. The festival’s core message, the triumph of good over evil, sparks a change of heart, reminding them that Holi is best enjoyed with joy, not intimidation.

    “The essence of Holika Dahan is about burning away negativity and embracing goodness. Through Bura Na Karo, we want to reinforce our philosophy of Rakho Iraade Fresh—fresh intentions for a better world,” said BN Group chief marketing officer Kiran Giradkar. “Just as we ensure our products remain fresh and pure, we believe in promoting fresh perspectives that foster kindness and inclusion.”

    The campaign is live across Instagram, Facebook, YouTube, and X, urging people to share their own #FreshIraade—pledges towards conscious, positive actions. With this initiative, Simply Fresh continues to weave cultural values into its brand philosophy, proving that some traditions are best celebrated with a fresh perspective.

  • Boult tunes into success with record growth in India’s wearables market

    Boult tunes into success with record growth in India’s wearables market

    MUMBAI: Boult is turning up the volume in India’s wearables market, emerging as the fastest-growing brand in the True Wireless Stereo (TWS) segment. According to the latest International Data Corporation (IDC) report, Boult recorded an impressive 52 per cent growth in shipments, even as the overall wearables market faced an 11.3% year-on-year (YoY) decline. The brand’s market share rose from 9.7 per cent in 2023 to 12.9 per cent in 2024, solidifying its position as India’s leading homegrown TWS brand.

    Despite a tough landscape where smartwatch shipments plunged by 34.4 per cent and earwear grew only 3.8 per cent YoY, Boult defied the trend with double-digit growth. The brand’s total market share increased from 6.9 per cent (CY23) to 8.6 per cent (CY24), while its TWS market share jumped from 10.7 per cent to 13.0 per cent, reflecting a 32.8 per cent YoY growth.

    Boult founder Varun Gupta remarked, “Our success in the TWS and wearables segment is a result of our unwavering focus on innovation, design, and quality. We are committed to offering top-tier technology at accessible price points while continuing to strengthen our presence in India’s manufacturing ecosystem.”

    Boult’s financial performance also hit high notes, with Rs 600 crore in revenue for 2024-25 and projections to surpass Rs 800 crore in the current fiscal year. Its Gross Merchandise Value (GMV) has crossed Rs 1,000 crore, reinforcing its strong consumer demand and market influence. Strengthening its premium positioning, the Boult x Mustang collaboration has fuelled a 10 per cent market share rise in the Rs 1,500 – Rs 2,000 TWS segment.

  • Experience Commerce bags Parle Candy Culture’s digital storytelling mandate

    Experience Commerce bags Parle Candy Culture’s digital storytelling mandate

    MUMBAI: Experience Commerce, the integrated marketing powerhouse under the Cheil Network, has scored a sugary-sweet victory, clinching the digital mandate for Parle Candy Culture. Following a multi-agency pitch, the agency has been appointed as Parle’s official digital partner, tasked with spearheading social media marketing, media planning, and buying for the confectionery giant’s much-loved brands.

    Launched in 2020 as a digital-first initiative, Parle Candy Culture has been a vibrant platform connecting consumers with Parle’s iconic sweets, including Melody, Kismi, Londonderry, Mango Bite, Orange Bite, Mazelo, Poppins, Rol-a-Cola, 2 in 1 Éclair, and Kapi Candy. Now, with Experience Commerce at the helm, the brand is set to dial up its digital storytelling, creating immersive, engaging, and nostalgia-infused experiences for its audience.

    As part of its sugar rush strategy, Experience Commerce will lead always-on social media management, keeping the buzz alive with real-time content and trend-led campaigns. The agency will craft compelling product storytelling and festive campaigns, making Parle candies the centrepiece of every celebration. Additionally, SEO-driven YouTube optimisation will enhance discoverability and engagement, while high-impact influencer and celebrity collaborations will sweeten brand conversations and extend consumer reach.  

    By leveraging precision-targeted media strategies, the agency aims to maximise reach, minimise spillover, and drive stronger brand affinity.

    Parle Products vice president Mayank Shah said, “Parle Candy Culture is a digital-first initiative, and we needed a partner with strong expertise in digital marketing. With Experience Commerce, we have found the perfect collaborator—one that understands our vision and aligns with our objectives. We are excited to create content that truly connects with our audience and drives meaningful engagement. We look forward to the creativity and strategic value that EC brings in strengthening Parle’s legacy in the digital space.”

    Experience Commerce vice president for Growth Bhawana Daga stated, “Parle Products is a cherished and beloved brand with deep-rooted nostalgia among Indian consumers. We are thrilled to take on this mandate and look forward to crafting compelling digital narratives that enhance the brand’s connection with its audience. Our unique blend of data-driven insights, creative excellence, and precision media planning will ensure that Parle Candy Culture remains a leader in the confectionery space’s digital ecosystem.”

    With over 17 years of expertise in crafting award-winning digital campaigns, Experience Commerce is poised to redefine the confectionery industry’s digital landscape. As they gear up to celebrate India’s love for Parle candies in fresh, innovative ways, one thing is certain this partnership is bound to be a treat for the senses.

  • NeoNiche appoints Sandeep Mishra as chief creative officer

    NeoNiche appoints Sandeep Mishra as chief creative officer

    MUMBAI: Neoniche Integrated Solutions Pvt Ltd. has strengthened its management team with the appointment of Sandeep Mishra as chief creative officer. His arrival marks a strategic move to elevate the company’s creative direction and redefine immersive brand experiences.

    With over 25 years in events and advertising, Mishra is a seasoned creative expert known for pioneering award-winning campaigns. He has previously held management roles at Join Ventures, Toast Events, and Laqshya Media Group, where he served as national creative director, spearheading innovative marketing strategies that left a lasting impact. His expertise lies in blending creativity with technology to craft compelling brand narratives.

    Neoniche founder & CEO Prateek N. Kumar stated, “Mishra’s vision and expertise make him an invaluable addition to our team. His ability to transform ideas into engaging experiences aligns perfectly with our mission to push creative boundaries in experiential marketing.”

    Mishra said, “I look forward to shaping impactful campaigns that resonate with audiences and take brand storytelling to the next level.”

    With this appointment, Neoniche embarks on a new chapter of creative excellence, reinforcing its commitment to delivering innovative and immersive marketing experiences.
     

  • Wow! Momo crashes cup noodles market with ‘Desi-Asian’ flavour bomb

    Wow! Momo crashes cup noodles market with ‘Desi-Asian’ flavour bomb

    MUMBAI: Hold onto your chopsticks—Wow! Momo has just sent shockwaves through the FMCG world by diving headfirst into the instant noodles market. With the launch of Wow! Noodles, the homegrown QSR legend has cooked up a storm, bringing India its first-ever Desi-Asian range of cup noodles. Think Thukpa from Tibet, Khao Suey from Burma, Manchurian, Korean, and India’s beloved Chinese Bhel—all in one slurp-worthy collection.

    If instant noodles were a race, Wow! Momo just floored the accelerator. The brand is aiming for a jaw-dropping Rs 100 crore business within 24 months. With a fusion of bold flavours and a commitment to quality, it is revolutionising the way India experiences quick, tasty meals whether in dorm rooms, boardrooms, or 35,000 feet above ground.

    Wow! Noodles is rolling out faster than a hot wok on high flame. Already available on leading Quick Commerce platforms like Instamart, Zepto, Blinkit, BigBasket, Flipkart Minutes, and D Mart Ready, the range is also flying off the shelves of Modern Trade giants such as Reliance, More Retail, Spencer’s, Spar, and Ratnadeep. And it doesn’t stop there, the brand has inked deals with over 10,000 general trade stores across 200+ towns and cities.

    If that wasn’t impressive enough, these flavour-packed noodles are also soaring high in the skies. Akasa Air, Air India Express, and SpiceJet have added them to their inflight menus, proving that noodles truly have no boundaries. Travellers have lapped them up, making Wow! Noodles the hottest mid-air snack since peanuts.

    Beyond just a product launch, Wow! Noodles is stirring up excitement with immersive in-store activations, eye-catching displays, and aggressive sampling at retail points. Whether it’s a college kid hunting for a midnight snack or a busy professional craving a quick fix, these noodles are winning hearts across all demographics.

    Sagar Daryani, Group CEO & founder of Wow! Momo, can barely contain his enthusiasm. “At Wow! Momo Foods, innovation is in our DNA. With Wow! Noodles, we are disrupting the cup noodles category by bringing the perfect blend of desi and Asian flavours in a format that is both convenient and exciting. As we continue to expand our FMCG footprint, this launch marks a significant step towards making Wow! Momo a household name beyond QSR.”

    Mithun Appaiah, CEO of Wow! FMCG, echoed the excitement: “We are leveraging the strong brand equity of Wow! Momo to make Wow! Noodles a household favourite. With our focus on product innovation and strategic channel expansion, we are confident about an exciting year ahead—bringing new flavours, scaling our distribution reach, and disrupting the FMCG space.”

    Wow! FMCG has been on a meteoric rise since its inception 24 months ago. The brand’s packaged momos have already disrupted the frozen foods category, racking up an impressive Rs 60 crore annual recurring revenue (ARR) and dominating key distribution channels. Now, with 16 SKUs of momos and nine SKUs of cup noodles, the brand is available in over 10,000 stores across 200 plus towns and cities. And if that wasn’t enough, Wow! Momo’s FMCG division has just landed in the Middle East, partnering with retail giant Lulu Group for its international expansion.

    With a solid recipe for success and an appetite for innovation, Wow! Momo isn’t just selling noodles—it’s stirring up a revolution in how India slurps, snacks, and satisfies its cravings. Whether at home, on the go, or mid-flight, Wow! Noodles is here to make every meal an adventure.

  • Rise Worldwide to rep Manchester City in India

    Rise Worldwide to rep Manchester City in India

    MUMBAI: Reliance Industries-owned sports management firm  Rise Worldwide has secured a stellar signing with Manchester City, forming a formidable partnership that promises to boost the brilliant Blues’ brand in the burgeoning Indian market.

    The dazzling deal designates Rise Worldwide as City’s commercial crusaders in India, tasked with tracking down tailor-made tie-ups for the Premiership powerhouse. This partnership presents a perfect platform for Indian brands to capitalise on connecting with the club’s growing galaxy of fans across the subcontinent.

    Rise Worldwide, which has firmly footed itself as India’s matchday maestros in sports management, will leverage its local leverage and marketing muscle to help Manchester City  score spectacular sponsorships across India’s commercial landscape.

    Manchester City, whose trophy cabinet continues to creak under considerable silverware success, has signalled its serious stance on the Indian market through this calculated collaboration.

    “Manchester City is one of the biggest clubs in the world, and we are honoured with the opportunity to engage and enable partnerships for them in India,” said Rise Worldwide head Nikhil Bardia. “We aim to identify and engage in long-term partnerships that will drive business growth and contribute to the development of football.”

    This pitch-perfect partnership promises to propel both parties forward, with Manchester City gaining greater ground in one of football’s fastest flourishing frontiers, while Rise reinforces its reputation as the premier player in India’s sports business sector.

    Football fanatics across the nation will be watching with wonder as this commercial courtship kicks off what could be a long and lucrative liaison between Indian brands and the Etihad outfit.

  • Asense Interior Expands Its Footprint in Bangalore’s Luxury Interior Design Market

    Asense Interior Expands Its Footprint in Bangalore’s Luxury Interior Design Market

    Bangalore, the Silicon Valley of India, is one place that truly celebrates luxury, elegance, and style in the lifestyle while being the heart of creativity and technology. Asense Interior, a well-known brand among interior designers in Bangalore , finds much pleasure in announcing its growing presence in the city, especially in the affluent locality of Whitefield, as the demand for elegant living spaces keeps increasing. Asense Interior, known for its commitment to quality and creativity, is elevating the benchmark of luxury interior design in Bangalore and fulfilling the very discerning tastes of the most discerning homeowners who will only accept the best.

    A Legacy of Excellence in Luxury Interior Design

    Asense Interior is one of the renowned luxury interior design company. With a plethora of years behind them, a portfolio that does not require talking about itself, and years of experience in perfecting rooms for timeless and useful elegance, designing an estate in all its scale or a modern apartment in one’s wildest imagination, from little houses with unique appeal.

    Whitefield, one of Bangalore’s most sought-after residential and commercial areas, was the strategic choice for Asense Interior’s expansion. This area, which is renowned for its affluent residents and international vibe, is the perfect location for the business’s modern luxury interior design expertise. By strengthening its position in Whitefield, Asense Interior aims to satisfy the growing need for bespoke interior solutions that highlight individuality and sophistication.

    Why Choose Asense Interior?

    Customized Designs for Each Customer

    No two projects are alike at Asense Interior. The interior designers in Whitefield form a team with talented members and work closely with customers to understand their goals, tastes, and way of life. With this personalized approach, every room will accurately reflect the character and goals of the homeowner.

    Superb Craftsmanship

    Asense Interior tries to bring quality from conception to completion. It ensures that everything is painstakingly created by the best contractors, architects, and artisans. For both commercial space and designs of luxury house interior, quality and accuracy are the primary concerns.

    Creative Remedies

    As a firm, Asense Interior operates at the forefront of modern interior designers in Whitefield by embracing the latest trends and technologies. From green materials to smart home connections, the organization ensures that all projects are ecologically mindful and designed for the future.

    Complete Services

    Asense Interior, one of the interior designers in Bangalore, comes along with a full array of services such as project management, lighting solutions, furniture design, and space planning, and thus ensures its customers an easy ride throughout.

    A Growing Presence in Whitefield

    Whitefield has the essence of Bangalore’s pulsating lifestyle, where one can experience the best houses, business setups, and even parks. Thus, this location has become everyone’s favourite location for upscale abodes because it is cosmopolitan and inhabited by a rich population. Asense Interior, interior designers in Whitefield, is in the best position to fulfill the countless demands of such a vibrant place.

    The company’s belief in offering prime luxury interior designs is well articulated through its aggressive presence in Whitefield. To accommodate the growing desire for customized and stylish interiors coupled with practical applications, Asense Interior looks toward its experience coupled with its holistic approach. In addition to cementing its position as one of the most esteemed interior designers in Bangalore, this aggressive approach will enable it to consolidate its market share in the highly competitive Bangalore industry.

    Customer Testimonials

    Asense Interior has achieved success through its unwavering commitment to client delight. Many homeowners have praised the team for the outstanding work done.

    One Whitefield client had a dream come true in working with Asense Interior. Their home was transformed into an opulent retreat beyond all expectations. They were left speechless by the flawless procedure and breathtaking outcomes.

    Another Koramangala resident praised the unmatched professionalism and strict attention to detail of the team. They pointed out that every aspect of luxury house interior lived up to, if not better, the expectations they had envisioned.

    These testimonials reflect Asense Interior’s aim to create living spaces that not only serve but also meet the expectations far beyond those it has for the clients.

    The Future of Luxury Interior Design in Bangalore

    With Bangalore growing to be a full-fledged major global city, the demand for upscale interior luxury design will increase, and Asense Interior is very well placed to lead this revolution by offering imaginative, bespoke solutions to meet the changing needs of the modern home. With its burgeoning presence in Whitefield, the business is set to take up new challenges to design environments that excite and inspire.

    Conclusion

    Asense Interior shines brightly as one of the examples of excellence in luxury interior design in a city that is not only elegant but also inventive. Whether you need to find the best interior designers in Whitefield or just a trustworthy partner for your perfect Whitefield home, your first pick should be Asense Interior.

    Are you ready to make your space into a masterpiece? To start designing a house as unique as you are, stop by Asense Interior today.  
     

  • Frido challenges comfort norms Women’s right to live on their terms

    Frido challenges comfort norms Women’s right to live on their terms

    MUMBAI: This Women’s Day, Frido is challenging the traditional notion of comfort with its bold campaign, ‘Her Terms and Comfort’. Designed to encourage women to prioritise themselves unapologetically, the campaign highlights the right to live without compromise, both at home and in public spaces.

    Frido’s exclusive comfort edition packaging for the occasion has turned into a platform for self-expression. Each package features a dedicated space where women can write what freedom means to them, with a pen included to bring their thoughts to life. Women from all walks of life, including students, professionals, and senior citizens, shared their reflections in a variety of languages including Hindi, Marathi, and English.

    For many, freedom was embodied in diverse ways—from running and feeling the wind on their face, to dancing without inhibition, reading in peace, or enjoying the solitude of solo travel. The messages spoke to a deeper truth: comfort is not just physical, but about living unapologetically and on one’s own terms.

    The campaign extends beyond product packaging, with on-ground activations in Pune, Mumbai, and Delhi. Interactive boards in libraries, cafes, and hostels allowed women to share their thoughts in everyday spaces. The conversation continues online through the hashtag Hertermsandcomfort, where women including influencers, entrepreneurs, and changemakers share their personal stories and views on what freedom and comfort mean to them.

    Frido co-founder & CEO Ganesh Sonawane stated, “Women lead with strength and resilience in all areas of life. Her Terms and Comfort is about celebrating their right to choose comfort for themselves. It’s not a luxury; it’s a necessity.”

    Co-founder & COO Arif Khan stated, “At Frido, we design products that ease everyday movement. But true comfort goes beyond physical relief it’s about choice, confidence, and the freedom to live without compromise. This Women’s Day, we’re not just offering products; we’re sparking a conversation that we hope inspires lasting change.”

    Frido’s campaign is more than just a product promotion it’s a statement. It reminds women that comfort is a right, not a privilege, and encourages them to live and express themselves freely, without compromise.

  • Godrej unlocks a new chapter in empowerment with Women’s Day campaign

    Godrej unlocks a new chapter in empowerment with Women’s Day campaign

    MUMBAI: What does a key unlock? For Godrej Enterprises Group, it opens doors to innovation, leadership, and limitless possibilities led by the trailblazing women across its organisation. This Women’s Day, Godrej is setting the stage for a powerful tribute with its campaign, ‘Unlock New Worlds,’ celebrating the unwavering spirit of women who are reshaping industries, one breakthrough at a time.

    Narrated by renowned poet and storyteller Helly Shah, the campaign’s centrepiece is a visually compelling and emotionally resonant film that takes viewers on a journey through the company’s diverse landscape. From manufacturing and aerospace research to design innovation and large-scale infrastructure, the film showcases real Godrej women who are pushing boundaries and unlocking new frontiers in their respective fields.

    Conceptualised and directed by Lowe Lintas, the campaign isn’t just a celebration, it’s a call to action. Through captivating storytelling, it highlights Godrej’s unwavering commitment to gender inclusivity, fostering an environment where women don’t just participate but lead and innovate.

    With ‘Unlock New Worlds’, Godrej goes beyond symbolic gestures, reinforcing the importance of investing in women-led initiatives. By spotlighting female professionals operating heavy machinery, spearheading cutting-edge research, and driving transformative projects, the campaign challenges norms and redefines what’s possible in male-dominated sectors.

    As Women’s Day 2025 approaches, Godrej Enterprises Group continues to champion a future where glass ceilings are shattered, opportunities are unlocked, and inclusivity isn’t just an idea it’s a movement.

  • Media Mantra sparks dialogue with MMDialogues365 anniversary celebration

    Media Mantra sparks dialogue with MMDialogues365 anniversary celebration

    MUMBAI: In an era where communication is both an art and a science, Media Mantra Group has once again taken the lead in shaping its future. To mark the first anniversary of its flagship knowledge-sharing initiative ‘MMDialogues’, the company hosted ‘MMDialogues365 – Decoding Effective Communications’ at The Roseate, New Delhi. The event gathered an illustrious assembly of 50 distinguished voices from the media and communications fraternity, engaging in thought-provoking discussions on PR’s evolving landscape, media’s transformation, and the trends redefining corporate storytelling.

    The event commenced with a special address by veteran journalist GonewsIndia founder Pankaj Pachauri who reflected on his journey from newsroom to entrepreneurship, sharing insights on adaptability and the shifting expectations from news media. Setting the stage for a deeper exploration of the communication industry, a fireside chat featuring Media Mantra Group Director Puja Pathak and BW Businessworld chairman & editor-in-chief Annurag Batra dissected the balance between technical expertise and emotional intelligence in communication.

    Two riveting panel discussions followed, where stalwarts from journalism and corporate communications offered their perspectives on the future of media and PR. The first panel, moderated by PRCAI CEO Deeptie Sethi featured Pankaj Doval (Times of India), Shweta Punj (Moneycontrol.com), and Shishir Sinha (Hindu Business Line). The discussion addressed pressing issues such as media fragmentation, AI’s role in journalism, and effective PR-media engagement strategies.

    The second panel, helmed by renowned communications expert Arun Sudhaman, featured corporate communication leaders like Nandini Chatterjee (Shree Cement), Ajey Maharaj (Fortis Healthcare), Arpana Kumar Ahuja (Jindal Steel & Power), and Abhishek Mahapatra (Independent Consultant). The discussion delved into the creator economy, regionalisation of media, the impact of AI in content creation, and the challenge of measuring PR impact.

    Reflecting on the journey of MMDialogues, Media Mantra Group founder director Udit Pathak said, “We launched MM Dialogues to bridge the knowledge gap in PR and communications by bringing together industry leaders for impactful conversations. MMDialogues365 celebrates this milestone while reinforcing our commitment to fostering learning and growth for communications professionals.”

    Puja Pathak founder director Media Mantra Group stated, “The communications industry thrives on agility and continuous learning. #MMDialogues allows our teams to interact with the brightest minds, gaining perspectives beyond textbooks.”

    Media Mantra Group CEO Rahul Mehta added, “MMDialogues has grown into an unparalleled knowledge-sharing platform, offering insights on strategic PR campaigns, digital transformation, impactful storytelling, and media engagement. As Media Mantra expands its presence both in India and internationally, initiatives like these will remain integral to training the next generation of communicators.”

    With MMDialogues365, Media Mantra not only celebrated a milestone but also reinforced its role as an industry pioneer in fostering learning and collaboration. Rekha Gehani, People & Culture Leader at Media Mantra, highlighted the platform’s role in enhancing employee training and making industry insights accessible through social media.

    As the event concluded, one thing was clear, the dialogue is far from over. With MMDialogues 2.0 on the horizon in 2026, Media Mantra is set to continue leading the way in redefining effective communication for the future.