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Category: MAM

  • SBI Life Insurance & Mirchi return with Spell Bee edition 14

    SBI Life Insurance & Mirchi return with Spell Bee edition 14

    Mumbai: SBI Life Insurance in collaboration with Mirchi, launched the 14 edition of the SBI Life Spell Bee 2024— ‘Bee Spellbound.’ The competition returns with a broader vision, empowering India’s young spellers to become future leaders by celebrating learning, creativity, and progress.

    The 14th edition spans across 30 cities and over 500 schools, engaging more than three lakh students. The top 50 students will qualify for the national finale, with the ultimate champion earning the prestigious title of ‘Spellmaster of India 2024.’ The winner will receive a prize of Rs one lakh and a trip to Disneyland, Hong Kong.

    The theme ‘Bee Spellbound!’ reflects the competition’s mission to nurture leadership alongside spelling excellence. SBI Life aims to equip students with the tools of empowerment, encouraging them to excel academically and in life. The competition highlights that words are not just letters but vehicles of confidence and progress.

    SBI Life Insurance’s chief of brand, corporate communications and csr,  Ravindra Sharma emphasised, “At SBI Life, we are always striving to create opportunities that enable individuals to unlock their true potential. Collaborating with Spell Bee has allowed us to extend this vision to young minds nationwide. Last year’s overwhelming success reaffirmed our belief in the transformative power of this platform. Through our continued association with Spell Masters of India, we are helping shape not just excellent spellers but future leaders who are empowered to make a meaningful impact in society.”

    He added, “Each participant in this competition embarks on a journey that not only sharpens their intellectual abilities but instils a deeper understanding of values like courage, integrity, and innovation. Through this platform, we are discovering India’s best spellers and shaping future leaders who will embody the core values that go beyond spellings: Transparency, Courage, Humility, Integrity, Innovation, and Sustainability. These are formative values in every student’s life which help them develop their personalities while respecting those of their peers.”

    Mirchi, EVP & national director – IPs,  Pooja Gulati commented, “Engaging with schools through meaningful and wholesome edutainment-based properties has been a top priority for Mirchi. Spell Bee is our flagship property that we are proud to have scaled over the past 13 seasons. This year we look forward to bringing so much more value driven experience to students, parents and teachers across India. This year the property will showcase a new level of spellers who will leave audiences spellbound. In addition, we will also focus on creating engaging content across mediums to make spelling fun and interesting for everyone thereby growing the community. Season 14 will be the most stellar season of the property so far involving more than 500 schools across India.”

    The Spell Bee competition represents SBI Life’s dedication to fostering intellectual growth and leadership skills in India’s youth. This initiative serves as a celebration of words, ideas, and progress, while reflecting SBI Life’s commitment to nurturing dreams and aspirations—one word at a time.

  • Royal Enfield Art of Motorcycling returns with Season 4

    Royal Enfield Art of Motorcycling returns with Season 4

    Mumbai: Building on the success of its last three seasons, Royal Enfield’s #ArtofMotorcycling is back with Season 4. Designed to give artists, designers, and creative enthusiasts a platform to showcase their passion and celebrate the motorcycling way of life, this year’s #ArtofMotorcycling is expanding its reach globally, spreading the spark of creativity through Thailand, Indonesia, Australia, New Zealand, South Korea, Japan, Malaysia, Brazil, Argentina, Colombia and Mexico.

    Dubbed the ‘Y3K edition’, season 4 is themed around the year 3000 A.D., and reimagines the relationship between mankind, technology and the unyielding pursuit of freedom on two wheels. Artists are encouraged to envision a world where motorcycling transcends the ride, exploring new galactic landscapes, uncharted terrains and unheard adventures.

    A big part of the #ArtofMotorcycling proposition is to create an inclusive space for artists across levels of expertise, to share their ideas with the community and showcase their work to celebrated creative minds.  Adding to the exciting developments under the Season 4 banner, participants can now create and submit designs under four categories: Gen AI, Digital Art, Handcrafted, and Comic Art-a special category that celebrates the dynamic intersection of art and motorcycling through illustrative and sequential storytelling.

    This year, entries will be reviewed by a league of global judges, alongside dedicated regional juries that will bring their varied expertise to the table. Featuring some of the most incredible creative minds, the global panel includes Aaquib Wani, an experiential designer known for his immersive approach to design. Some of his most notable collaborations include Lollapalooza, India Cricket team, Spotify Rap91 and JSW Olympics ‘24; Debjyoti Saha, a celebrated animation filmmaker and visual storyteller, founder of Goppo Animation: Haruka Satonaka, a Japanese Manga artist and Varun Gupta, a popular artist and filmmaker whose storytelling merges the worlds of Gen AI and visual artistry. With representation from across the eleven regions, notable names on the regional panels include; Mao Gronewold, an art and creative director from Mexico and Takrit Krutphum, a well-known artist from Thailand.

    All artworks on the country and regional level will be evaluated by social polls, giving the global creative community a voice in the decision-making process. The top eight designs (across regions) will receive an all-expenses-paid trip to Royal Enfield’s annual community event, Motoverse, where their artworks will be displayed on exclusive #ArtofMotorcycling apparel. Winners will also have the opportunity to be featured on The Royal Enfield – Ride Pure Podcast, giving them a forum to share their stories and passions with the world. In addition to this, one winner from the Comic Art category will receive the opportunity to work with Royal Enfield on special projects.

    Interested candidates can head over to the #ArtOfMotorcyling section on Royal Enfield’s website post 6:00 p.m. today to register in their preferred category and download the design toolkit. They can then create their unique design and share it on Instagram, tagging @royalenfield using the hashtags #ArtOfMotorcycling  #ArtOfMotorcyclingY3K. The last date to participate is October 20, and the winners will be announced between November 1 and November 10.

    Along with newer categories and exciting rewards, season 4 will also feature virtual masterclasses with leading design colleges and graffiti activations. Royal Enfield will also be collaborating with creative homegrown powerhouses Daily Objects– a lifestyle brand for well-designed everyday essentials–and FARAK–a premium streetwear brand that is redefining Indian artisanal luxury–to create #ArtOfMotorcycling-inspired limited edition collections. 

  • Maruti Suzuki ARENA Devils Circuit returns with A 10 city rollout

    Maruti Suzuki ARENA Devils Circuit returns with A 10 city rollout

    Mumbai: The 12th Season of India’s biggest Obstacle race – The Maruti Suzuki ARENA Devils Circuit – is announced with a pan India rollout across 10 cities, with Ahmedabad and Indore added to the lineup. Since its inception almost a decade ago, The Maruti Suzuki ARENA Devils Circuit Races have attracted athletes and thrill-seekers alike. Proclaimed to be the Toughest Race in Asia, the winners of the Maruti Suzuki ARENA Devils Circuit competitive category have been army personnel, fitness trainers, and professionals with an affinity to personal fitness.

    The current season, just launched, aims to attract 60,000+ devilslayers to the course where they will be met with a 5 km long course peppered with 15 military style obstacles.

    Known for offering the biggest prize in amateur sports, the competitive category of participation sees enthusiasts run across every city of the season to try and get a podium finish which gives them points. The male and female athlete at the end of the season wins themselves a brand new Maruti Suzuki Swift Car. The competition every year has been fierce and the participants who emerge victorious showcase the best athletic prowess seen in any amateur competition.

    Speaking at the launch of the season, Adnan Adeeb, Founder of the property, said: “I am very emotional as we launch the 12th Season, and I wish to dedicate this season of the Devils Circuit races to the never die spirit of this amazing growing tribe of Devilslayers who are all now determined than ever before to raise the bar of their personal fitness goals and compete to win because to them and us, life is no longer a spectator sport.”

    In the last 10+ years, it has been an absolute privilege to have hosted participants from over 800 cities, and 30 countries. And now as we look ahead, I am grateful and feel truly blessed to have received the support from partners, participants and the incredible tribe of devilslayers. My biggest thanks to Maruti Suzuki for their continued belief in Devils Circuit, together we will make this property soar to higher skies,” he added.

    Commenting on this occasion, Maruti Suzuki India Ltd senior executive officer Partho Banerjee said, “Our association with the Devils Circuit has been a long standing one. As it continues to strengthen, we enter this year’s 12th season of Devils Circuit with renewed zeal and gusto, showcasing the Epic New Swift. We hope to satiate the thrill seekers, rightly called the ‘Devilslayers’, yet again with their enormous appetite for adventure. The Maruti Suzuki Swift, with its agility and performance, embodies the contestants’ tenacity and high energy to overcome challenging obstacles. We believe that this collaboration underscores our shared value of striving for excellence.”

    Apart from Maruti Suzuki India Ltd, Red Bull, Bisleri, Page Industries (Jockey), Adani Realty, Raheja Developers, & Omaxe are brands that have come on board to collaborate with the property.
     

  • JK Super Cement appoints Jasprit Bumrah as brand ambassador

    JK Super Cement appoints Jasprit Bumrah as brand ambassador

    Mumbai: The partnership coincides with the recent unveiling of JK Super Cement’s revamped brand identity, highlighted through an engaging video that introduced the new logo and modernised packaging. This evolution reflects the company’s commitment to staying in step with its customers’ aspirations while maintaining its core values of quality, innovation, and excellence.

    JK Cement AVP & head of branding Love Raghav shared his thoughts on the partnership, stating, “We are delighted to welcome Jasprit Bumrah as our brand ambassador. His qualities of discipline, consistency, and unparalleled strength mirror the values we uphold at JK Super Cement. This collaboration truly exemplifies our brand ethos and our dedication to delivering excellence.”

    He further elaborated on the brand’s transformation, “Over the past ten months, we’ve embarked on a comprehensive journey to reinvent JK Super Cement, with rigorous analysis, creativity, and strategic execution shaping our new brand identity, which aligns with our vision for the future.”

    Commenting on the rationale behind the brand refresh, JK Cement’s business head Anuj Khandelwal explained, “As customer expectations evolve, so must we. Our new identity symbolizes our commitment to delivering innovative, top-quality solutions that align with the industry’s ever-changing needs. By collaborating with Jasprit Bumrah, a rising icon, we are reinforcing this very philosophy.”

    Echoing this sentiment, JK Cement group president of sales & marketing Pushp Raj Singh noted, “Reflecting on the brand’s transformation, it was noted that while the previous identity had its strengths, the commonality of similar colours within the cement industry highlighted the need for a fresh approach. The new design not only distinguishes JK Super Cement visually but also more accurately conveys the brand’s core essence and values.”

    Jasprit Bumrah represented by RISE Worldwide, shared his excitement about joining the JK Cement family, stating, “I am thrilled to join the JK Cement family. With 50 years of building strength and resilience, the brand represents the same qualities that are important to me in my cricketing journey. Together, we aim to inspire people to build stronger, better futures.”

    This collaboration with Jasprit Bumrah not only enhances the brand’s credibility but also serves as a testament to JK Cement’s unwavering commitment to innovation and excellence. As a leading force in the building materials sector, the company is dedicated to offering cutting-edge solutions that meet the evolving needs of customers while contributing to a sustainable future. With this partnership, JK Super Cement is poised to continue its journey toward industry leadership, cementing its status as a trusted name in construction and infrastructure.

  • The challenges and opportunities of modern logo redesigns

    The challenges and opportunities of modern logo redesigns

    In today’s fast-paced digital landscape, rebranding is a powerful tool for companies looking to stay relevant and attract new audiences. A key element of rebranding is logo redesign, which offers both challenges and opportunities. As a business, navigating this process successfully can rejuvenate your brand image, foster customer loyalty, and drive growth. Multiple variables play a big role in adding to the Brand Image from the color, typography and design elements.

    The challenge of maintaining brand recognition

    One of the biggest challenges in logo redesign is balancing innovation with tradition. Changing your logo too drastically can alienate long-time customers, while making too few updates might render your brand obsolete. The key is evolution rather than revolution – retaining recognizable elements while modernizing your design. A great example of rebranding gone wrong is Tropicana’s 2009 re-branding & packaging change, their new innovative design even though backed with research, pulled down Brand recall and affinity from its customers and drove sales down, as many loyal customers had a strong affinity to the original messaging and packaging design.

    Another example of a successful rebranding activity was when Pez updated its logo in 2024, the design team wisely chose not to overhaul the iconic visual entirely. Instead, they made subtle adjustments—enhancing the font’s weight and spacing—while preserving the playful character of the brand. This approach allowed Pez to refresh its look while maintaining the nostalgia associated with its product.

    The opportunity to reinvent your brand

    A logo redesign presents an opportunity to signal change and growth to both existing and potential customers. By revamping your logo, you can shed outdated perceptions and align your brand with contemporary trends and values including the need for aesthetics. It is estimated that 78 per cent of consumers perceive logos as having artistic qualities, therefore emphasizing the need to create something artistic which will help reinvent a brand and relaunch it to potential customers.

    Consider Ocean Spray’s 2024 redesign, which involved a deep exploration of the brand’s history. The new logo, featuring a bold blue color and simplified design, not only updated the brand’s aesthetic but also communicated a renewed sense of purpose. The refresh helped Ocean Spray reconnect with its roots while signaling its commitment to staying relevant in a crowded market.

    Simplicity and versatility in design

    A logo with intricate details may look great on a large screen or print material but may become unrecognizable when shrunk to fit a mobile app icon or social media profile picture. Minimalist designs, on the other hand, avoid this pitfall by stripping down elements to their core, making the logo more adaptable and easily recognizable.

    For example, brands like Apple and Nike have adopted minimalist logos that convey a strong visual identity while being versatile enough to work across different mediums. Apple’s logo is a simple silhouette of an apple with a bite taken out, and Nike’s iconic swoosh is a minimal yet powerful representation of the brand. These logos can be displayed on anything from product packaging to digital ads without losing their impact.

    Some studies have shown that colour increases brand recognition by upto 80 per cent and that is why Google’s minimalist redesign is a textbook example of this trend. In 2015, the tech giant moved from a serif font to a sans-serif one, simplifying the design while maintaining its vibrant color scheme. The new logo was more adaptable across digital platforms, which was crucial for a company so deeply embedded in the digital world. This kind of simplicity is not just aesthetically pleasing—it’s functional.

    The importance of research and strategy

    Before diving into a logo redesign, thorough research and strategy are essential. This includes understanding your target audience, analyzing competitors, and staying current with design trends. Strategic planning ensures that your new logo resonates with your audience while standing out in the marketplace.

    For instance, Bumble’s 2024 rebranding was driven by strategic insights into the dating app market. With competition heating up, Bumble refined its logo to reflect a more mature and elegant identity. This change wasn’t just about aesthetics; it was about positioning the brand for future growth in a shifting landscape.

    No matter how much thought goes into a redesign, it’s critical to test the new logo with your target audience before finalising it. Gathering feedback allows you to refine your design and avoid potential pitfalls that could damage your brand’s perception.

    How logos are building brands and loyal customers

    Rebranding through logo redesign is a delicate balancing act, requiring you to maintain brand recognition while also embracing change. When executed thoughtfully, a redesign can breathe new life into your brand, helping you connect with both loyal customers and new audiences. However, this process requires strategic planning, simplicity in design, and continuous feedback to succeed in today’s digital age.

    In the end, the most successful logo redesigns aren’t just about aesthetics—they’re about aligning your visual identity with your brand’s evolving story. Whether you’re a global giant like Google or an iconic candy brand like Pez, the principles of effective rebranding remain the same: keep your core intact while embracing the future.

    The article has been authored by Bubble Network founder and CEO Sahaan Suman K.

  • The role of innovation in keeping B2B loyalty programs relevant

    The role of innovation in keeping B2B loyalty programs relevant

    Mumbai: In today’s dynamic and fast-paced business landscape, customer loyalty is no longer something that can be taken for granted. For B2B companies, loyalty programs have become essential for building strong and sustainable relationships between brands and their partners. The value of these programs lies in their ability to not only retain but also engage customers, channel partners, distributors, and suppliers.

    However, the real challenge is keeping these programs relevant, especially in an era of rapid digital transformation. The modern B2B buyer is more informed, more demanding, and less loyal than ever before. The key to keeping these programs relevant and impactful is innovation. By leveraging new technologies, data analytics, and personalization, businesses can transform loyalty programs into powerful tools that not only engage customers but also drive growth.

    The evolution of B2B loyalty programs

    B2B loyalty programs have evolved significantly over the past few decades. Traditionally, they were centred around basic rewards systems—points for purchases, discounts, and tier-based benefits. However, as technology advanced and market dynamics shifted, these traditional methods became less effective.

    Today’s business customers expect personalized experiences, seamless digital interactions, and rewards that go beyond monetary incentives. The transformation from transactional to relational loyalty is now in full swing, and innovation is at the heart of this shift.

    Brands must not only adapt but actively embrace new technologies and trends to remain competitive. The loyalty landscape is changing fast, and the programs that thrive will be those that place innovation at the forefront of their strategy.

    Innovation: The lifeblood of modern loyalty programs

    Innovation in loyalty programs is no longer optional; it is essential. Here’s how businesses can leverage innovation to keep their loyalty programs relevant and impactful:

    1. Personalisation powered by data & AI

    One-size-fits-all loyalty programs are a relic of the past. Today’s B2B customers are expecting the same level of personalization they receive in their B2C interactions. This is where data and AI play a pivotal role.

    By harnessing data analytics, companies can build detailed customer profiles that capture everything from past purchase behaviours to engagement preferences. AI can further enhance this by predicting future actions, enabling businesses to offer highly personalized rewards, offers, and experiences tailored to individual customers or segments.

    2. Gamification for engagement

    Gamification has proven to be an effective strategy in B2C loyalty programs, and it’s now making waves in B2B as well. Gamifying the user experience not only makes it more engaging but also encourages repeat interactions, driving sustained customer loyalty.

    By introducing elements such as leaderboards, point systems, and badges, businesses can turn mundane transactions into rewarding experiences. For example, a loyalty program could offer points for completing tasks such as attending webinars, participating in product training, or completing surveys. These points could then be redeemed for valuable rewards, creating a sense of achievement and encouraging deeper engagement with the brand.

    This strategy transforms transactional relationships into interactive journeys, making the customer feel more connected to the brand.

    3. Seamless omnichannel integration

    In today’s B2B environment, clients engage with companies across multiple channels, including digital platforms, in-person meetings, email, and mobile apps. To maintain loyalty, it’s crucial that businesses offer a seamless, integrated experience across all touchpoints.

    This is where omnichannel integration becomes crucial. An omnichannel loyalty program ensures that customers can engage with a brand consistently, regardless of the platform. Whether they are placing orders through a sales representative, checking product availability on a mobile app, or attending an industry event, their loyalty points, rewards, and interactions should be synchronized in real-time.

    Additionally, omnichannel integration allows businesses to gather a comprehensive view of the customer journey, providing valuable insights that can be used to further optimize and personalize the loyalty experience.

    4. Leveraging blockchain for transparency & security

    With an increasing focus on transparency, security, and trust, blockchain technology is emerging as a game-changer in B2B loyalty programs. Blockchain’s decentralized ledger system ensures that all transactions are transparent, traceable, and secure, making it an ideal solution for managing loyalty points and rewards.

    By adopting blockchain, companies can ensure that loyalty points are accurately recorded and cannot be altered or manipulated. It also makes the redemption process more secure and transparent, giving customers peace of mind that their accumulated rewards are legitimate and safe.

    Blockchain can also be used to streamline loyalty ecosystems by allowing multiple companies to collaborate on joint loyalty programs. These decentralized ecosystems make it easier for customers to earn and redeem points across multiple businesses, enhancing the value and appeal of the loyalty program.

    5. Sustainability as a loyalty driver

    Sustainability is no longer just a buzzword; it’s a key consideration for many B2B customers. Companies are increasingly seeking to align with brands that prioritize environmentally friendly practices and demonstrate a commitment to social responsibility.

    By integrating sustainability into their loyalty programs, businesses can resonate with this growing demand. For example, loyalty points could be awarded for adopting sustainable business practices, such as reducing carbon emissions or choosing eco-friendly suppliers. Alternatively, rewards could include donations to environmental causes or the ability to invest in green initiatives.

    The future of B2B loyalty programs

    As B2B markets become more competitive, the pressure to retain clients and maintain long-term relationships is intensifying. Innovation in loyalty programs is no longer a “nice to have”; it is a necessity for businesses looking to stay ahead. By harnessing data, embracing personalization, and providing omnichannel engagement, businesses can create loyalty programs that resonate with modern B2B clients.

    The future of B2B loyalty lies in creating programs that go beyond transactional rewards. Instead, businesses must focus on building loyalty through trust, value, and meaningful experiences. Innovation is the key to achieving this, ensuring that B2B loyalty programs remain relevant, engaging, and capable of driving sustained growth in the years to come.

    This article has been authored by Almonds AI co-founder & CEO Abhinav Jain

  • Uber brings black back to India

    Uber brings black back to India

    Mumbai: Uber, a ridesharing app today announced the launch of its upscale Uber Black category, starting with Mumbai next week. This new addition is a step towards addressing the growing preference of Indian customers towards premium offerings and Uber’s ability to deliver a new standard of on-demand mobility in premium cars.

    Uber Black offers a range of cushioned features designed to elevate the ride with unparalleled comfort, style and convenience.

    ●    Brand new, higher-end cars to ensure consistent vehicle quality

    ●    Top-rated drivers, trained by our fleet partners

    ●    In-app experience while booking the ride to keep passenger comfort front & centre

    ●    The magic of on-demand mobility for those who desire a well-appointed experience

    Riders will get to enjoy in-car amenities and on-trip preferences, ensuring a consistently high-quality experience. Uber Black allows for a personalized ride with customizable features like quiet mode, temperature control, and help with luggage. So if you’re dialling into a conference call on the way to work, you can request a quiet trip – without any music or conversation with the driver – to maximise productivity. You can opt for cooling to be turned up or down before you even hop into the car. With extended wait times, riders benefit from an additional 5-minute pickup window without incurring a waiting fee, offering greater flexibility. These new features also take out the guesswork for drivers looking to give riders a 5-star ride.

    Commenting on the launch, Uber India and South Asia president Prabhjeet Singh said, “We are thrilled to bring Uber Black back in an all-new avatar to meet the evolving aspirations of Indian customers and introduce the business class of back seats on Indian roads. As the largest on-demand mobility network with industry-leading matching, routing, and pricing tech and scaled fleet operations – we are bringing the magic of consistent high-quality service and premium comfort with Black. As India’s leading multimodal mobility service, Uber endeavours to cater to the full spectrum of riders, from those seeking affordable rides on two or three wheels to those who desire a truly well-appointed experience in premium vehicles.”

    How to book an Uber Black Trip:

    Open the Uber app and enter your destination in the ‘where to’ box

    ●    Select Uber Black at the bottom of the screen

    ●    Select your on-trip preferences  

    ●    Review the booking details including the price for the trip and tap Confirm Black

    ●    Enjoy your ride
     

  • HSBC, OMG India & Tribes Communication launch futuristic lounge at GFF 2024

    HSBC, OMG India & Tribes Communication launch futuristic lounge at GFF 2024

    Mumbai: Tribes Communication, in collaboration with Omnicom Media Group India (OMG India) announced its successful orchestration of HSBC’s participation at the Global Fintech Festival (GFF) 2024, held at the Jio World Centre in Mumbai from 28 to 30 August. The Global Fintech Festival 2024, now in its fifth edition, serves as a platform for policymakers and industry leaders to discuss the fintech ecosystem.

    As the event’s agenda partner, HSBC, a client of OMG India, presented global solutions focused on connectivity and innovation in the financial sector through AI. The banking institution’s lounge, developed with Tribes Communication and OMG India, offered insights into the future of finance, highlighting HSBC’s focus on digitalisation and AI integration.

    Key elements of the HSBC lounge included the HSBC Live with Card experience on the Apple Vision Pro, showcasing the bank’s innovative offerings. Visitors could also engage with an AR photo booth and explore the Oculus Metaverse of HSBC’s NRI services via Meta Quest Pro. The Zing money transfer application was demonstrated, and an LED screen displayed customer service offerings accessible by scanning a QR code. Additionally, a Visa card demo launch and a large LED tree contributed to the lounge setup.

    The event also introduced HSBC’s partnership with BookMyShow, enhancing the lounge experience and reinforcing HSBC’s role in digital finance solutions.

    Speaking of the event, the brand’s agency on record – Omnicom Media Group India chief content officer Shailja Saraswati said, “Our partnership with HSBC over the years has been a stellar journey of creating memorable experiences and bringing extraordinary events to life. We are thrilled to have further raised the bar – driving deeper resonance to HSBC’s commitment to innovation and connectivity. With an immersive, digital-first lens catering to the brand’s vision and the flavour of the event, we’ve harnessed the power of storytelling and impeccable execution to create moments that resonate and inspire.”

    The occasion not only highlighted HSBC and OMG India’s forward-thinking approach to orchestrating impactful marketing in financial services but also demonstrated Tribes Communication’s commitment to creating cutting-edge experiences that resonate with global audiences, and showcased an amalgamation of design and technology by bringing alive the 360-degree peripheral content at the lounge.

    “Partnering with HSBC has allowed us to push the boundaries of what’s possible in terms of experiential design. Our goal was to create a space where visitors can not only see but feel the future of banking, which will be focused on responsible AI. This partnership reflects our dedication to delivering pioneering, tech-driven experiences for our clients and also echoes our core values of crafting a future that is inclusive, equitable and sustainable,” said Tribes Communication MD & chairman Gour Gupta.

  • From script to society: How a holistic education breeds better filmmakers in advertising

    From script to society: How a holistic education breeds better filmmakers in advertising

    Mumbai: The integration of storytelling into our digital reality is seen as a defining feature by data scientists, highlighting the increasing significance of stories as valuable virtual commodities that encapsulate the essence of a society’s culture and identity. It delves into various societal domains, including politics, environment, religion, economy and language, offering a comprehensive understanding of human existence from the microcosm of family units to the macrocosm of complex societal structures.

    In media and film, we uncover how storytelling has become a defining characteristic in our increasingly digitised landscape. From politics to language and personal anecdotes to global issues, storytelling transcends boundaries to offer a holistic understanding of human existence. Crafting a compelling story is described as a blend of artistic expression and technical skills, requiring a deep understanding of narratology and an interdisciplinary perspective. Cultural agencies foresee storytelling emerging as a highly coveted skill in the 21st century, emphasising its pivotal role in conveying intangible aspects of culture and societal narratives.

    Taking some cases from brands like Soul Flower, Domestic, Jnanapravaha and Bamboo U, their one-to-one network-based advertising is relevant, cost-effective and innovative in connecting and appropriating the idea of advertising in the social domain. It validates the nature of advertising and the true intent for finding business while not mellowing down their ideological standpoint.

    The enduring relevance of media in contemporary society and the imperative of holistic education in nurturing filmmakers equipped to craft narratives that resonate with audiences and shape cultural discourse have never been so crucial. The world’s impacting research investigates the transformative journey of moving image, exploring how holistic education cultivates proficient filmmakers to become adept at storytelling in general and specifically advertising.

    This is why formal education in filmmaking has a huge role to play. Through such courses, they delve into the fusion of artistic expression and technical prowess essential for crafting compelling narratives, drawing from insights in narratology and interdisciplinary studies.

    Formal courses in filmmaking traverse diverse societal domains, ranging from politics to language, providing a holistic comprehension of human existence. The evolving advertising landscape underscores a shift from traditional heavy production to personalised influence-based approaches, creating opportunities for independent and knowledgeable storytellers.

    In light of the enduring significance of media and the evolving advertising landscape, this research underscores the critical role of holistic education in nurturing filmmakers equipped to shape cultural discourse and engage audiences effectively. In today’s fast-paced digital age, effectively conveying cultural nuances and societal narratives is more critical than ever.

    Education in advertising has traditionally followed a structured path, focusing on technical skills rather than holistic development. However, this approach often limits the creativity and innovation necessary for compelling storytelling in today’s dynamic landscape. The shift towards holistic education recognises the importance of nurturing well-rounded individuals who can craft compelling narratives that resonate with diverse audiences.

    The article has been authored by Anant National University assistant professor and head of the centre for moving image – Prof Akash Gaur.

     

  • South United FC partners with Sprentzo for on-site PUMA sports gear store

    South United FC partners with Sprentzo for on-site PUMA sports gear store

    Mumbai: South United Football Club (SUFC) partners with Sprentzo, a leading sports equipment rental platform, to open an on-site PUMA store at SUFC’s Ulsoor facility. This partnership enhances the athlete experience by offering premium sports gear for rent and purchase directly at the club.

    As SUFC’s sports equipment rental partner, Sprentzo will provide easy access to PUMA products, ensuring athletes and visitors can rent or try out the gear before purchase. The store aims to deliver quality and convenience for players, offering hygienic, top-tier sports equipment right on the grounds.

    SUFC’s CEO Pranav Trehan stated, “At South United, we are always looking for ways to enhance the experience for our players and fans. This partnership with Sprentzo reflects our commitment to providing not only the best facilities but also the best gear right on-site. By offering the latest PUMA products and sports equipment on rent through Sprentzo, we ensure that everyone who steps onto our grounds is equipped to perform at their best. This initiative is a significant step forward in creating a holistic sports environment where convenience meets quality, right at the heart of our Club.”

    Sprentzo’s co-founder Piyush Jain added, “We’re thrilled to announce this collaboration between SUFC and Sprentzo, bringing together the best infrastructure and top-tier sports gear under one roof. The partnership offers unparalleled convenience for every athlete and sports enthusiast. Whether you’ve forgotten your boots or want to try them before you buy, simply book your game at SUFC and head to our new experience centre. We’ll take care of the rest!”

    Sprentzo’s co-founder, Pravruth B.H emphasized the convenience and quality of the new store, saying, “South United FC has set new standards for top-tier sports facilities, raising the bar in every way. By partnering with Sprentzo, we’re bringing this excellence to an even wider audience. This partnership will allow people to try premium products before purchasing and will facilitate convenient rentals of top-quality and hygienic gear at the facility. Our first-of-its-kind rental and experience store will also feature a curated section of the best PUMA products, enhancing the overall experience within the venue.”

    This partnership between SUFC and Sprentzo promises to elevate the sports culture at the club, offering unparalleled access to the best sports gear and fostering a stronger community.