ITV

Category: Marketing

  • Godrej’s AI smart fridge rolls out the red velvet carpet for cooling

    Godrej’s AI smart fridge rolls out the red velvet carpet for cooling

    MUMBAI: If your fridge knew your midnight munchies were coming, would you still call it an appliance or a companion? Godrej & Boyce, the flagship of the Godrej Enterprises Group, is turning up the cool factor with the launch of its AI-powered Side-by-Side Eon Velvet refrigerators, a premium offering that’s as intuitive as it is stunning. The campaign, crafted by Creativeland Asia, isn’t just showing off another fridge, it’s showcasing a smart sidekick for your snacks, leftovers and late-night cravings.

    Running across TV, digital, social media, OOH and retail, the campaign taps into the modern Indian’s holy trinity of consumer expectations: convenience, technology, and sleek design. At the heart of the narrative is the fridge’s AI tech, which learns how often the doors are opened, adapts cooling based on what you stuff inside, and even saves energy while doing it.

    Speaking on this campaign Godrej Enterprises Group head of marketing at appliances business Swati Rathi said, “The modern Indian consumers evaluate all their purchases through the lens of convenience, technology and aesthetics and our new launch more than meets the consumer expectations on each of these fronts. With outstanding looks, inbuilt intelligence and convenience, the new Eon Velvet series is already winning consumer hearts at the stores and with the new video campaign, we are unveiling it to a wider audience.”

    The premium series is available in three eye-catching shades Opera Rose, Opera Black and Opera Blue and promises to double as both kitchen showstopper and silent workhorse. A digital touch panel, inverter compressor, and whisper-quiet cooling round out the list of features.

    From eye-level hoardings in top metros to influencer-led peeks inside these luxury coolers, the campaign aims to make a household appliance feel like a lifestyle upgrade.

    So if your fridge can now outsmart your snack habits and still match your kitchen aesthetics maybe it’s time to stop calling it “just a refrigerator.” The Eon Velvet is here, and it’s cool in every sense.

  • AI+ marks the spot Madhav Sheth drops first look of India-first phone

    AI+ marks the spot Madhav Sheth drops first look of India-first phone

     MUMBAI: Looks like India’s smartphone game is about to get a homegrown glow-up. Madhav Sheth, one of India’s most recognisable tech disruptors, has just dropped the official logo for AI+, the upcoming device from his new venture, Nxtquantum Shift Technologies. It’s not just a sleek reveal, it’s a statement of intent.

    With a philosophy rooted in India-first innovation, AI+ aims to redefine how we think about smartphones not just as devices, but as intelligent, secure and purposeful extensions of our lives.

    “For us, AI+ is more than a product; it’s a mindset,” said Nxtquantum Shift Technologies founder & CEO Madhav Sheth. “It reflects our belief that India can not only participate in the global tech ecosystem but lead it, with design and purpose that reflect how people truly live and connect.”

    While the phone and its OS are still under wraps, the logo hints at Sheth’s signature blend of ambition and intuition: futuristic but grounded, sharp but human. And perhaps most importantly built entirely in India.

    The upcoming smartphone will be available on Flipkart, with the e-commerce giant’s reach and customer insights expected to play a key role in AI+’s nationwide rollout. With this partnership, the product promises to meet users right where they are on a platform they already trust, delivering tech they didn’t know they needed.

    The full product reveal is slated for the coming months, but if the logo is anything to go by, AI+ is not just another launch, it’s a quiet disruption, set to make a loud impact.

  • Founders, not fairytales ‘startups uncensored’ gets real in Mumbai

    Founders, not fairytales ‘startups uncensored’ gets real in Mumbai

    MUMBAI: Forget the pitch decks and unicorn parades this weekend, Mumbai will hear the stories behind the startup smiles. In a refreshing break from the usual glitz of venture talk, Adgcraft Communications and HIVE8 are launching the first edition of ‘Startups Uncensored’ on Saturday, May 17, at India’s tallest co-working space in Mumbai. This bold new forum invites founders, investors, and startup insiders to talk not about valuations but vulnerabilities.

    At the heart of the session is a stellar panel: Ajinkya Bhasme (Zealopia), Arjun Vaidya (V3 Ventures), and Rahul Adap (Brovibe), with moderation by Yash Gadhade from Break Into VC and Volt VC. The conversation will delve into the psychological grind of entrepreneurship burnout, team conflict, decision fatigue, and the unsaid pressure to always ‘look successful’.

    It’s a necessary pivot. Recent data reveals that 68 per cent of Indian entrepreneurs report high stress, and over 30 per cent of startup failures are attributed not to market fit or funding drought but to co-founder fallouts and founder burnout.

    “In the global startup narrative, storytelling and effective communication are paramount. At Adgcraft, we’ve seen that startups with compelling stories not only attract investors but also build meaningful relationships with their audience. This session is about underlining that narrative,” said Adgcraft Communications founder & MD Abhinay Kumar Singh.

    “Beyond capital, startups need resilience, clarity, and a cohesive team. This session brings those unspoken truths to the surface, helping founders learn from each other’s lived experiences,” added Brovibe founder, Rahul Adap.

    “After working with countless founders, one truth stands out startups don’t fail because of bad ideas alone. They fail in the silence between co-founders, in unspoken stress, and in the pressure to appear successful. ‘Startups Uncensored’ is a space for honesty, vulnerability, and growth,” said Break Into VC founder, Himanshu Jain.

    Through unfiltered dialogue and real-life reflection, ‘Startups Uncensored’ aims to become a rare space one that acknowledges the struggle behind the spotlight, and helps entrepreneurs build not just businesses, but balance.

    No decks. No jargon. Just raw stories from the real startup trenches.

  • Boult turns up the volume on CX with Kapture integration

    Boult turns up the volume on CX with Kapture integration

    MUMBAI: In a world where every second counts, Boult Audio is making sure not a single beat is missed even in customer support. Boult Audio, one of India’s fastest-growing consumer electronics brands, has partnered with Kapture CX, a SaaS-based customer experience platform, to supercharge its customer support ecosystem. The move comes as Boult scales its operations with a sale every three seconds and over 3 crore units sold since its 2017 debut.

    With over 150 service centres across the country, the brand needed a powerful, centralised solution to handle the growing tempo of customer queries. Enter Kapture, a platform that brings together social, app, web and call support into a single dashboard, fine-tuned for today’s hyper-connected consumer.

    “As we grow at a rapid pace, ensuring seamless and efficient customer support is non-negotiable,” said Boult Audio co-founder Tarun Gupta. “Kapture CX has made a real impact across our support operations, improving productivity and creating smoother experiences for customers at every touchpoint.”

    The integration enables Boult to juggle multiple customer interactions across Instagram, Facebook, Whatsapp, Youtube, Play Store, App Store, and more all without missing a note. Thanks to automated ticketing, API-powered order tracking, and cloud telephony, customer issues now land in the right hands, with faster resolutions and fewer back-and-forths.

    “This collaboration is a milestone,” said Kapture CRO Gaurav Juneja. “Boult is a brilliant example of a brand pushing the envelope in both innovation and service. With our real-time insights, multichannel automation and agent-friendly tools, we’re excited to help them keep their CX pitch perfect.”

    From agent productivity dashboards to built-in knowledge bases and vernacular content support, Kapture equips Boult with the data and tools needed to fine-tune support in every region. Even past service records from legacy systems are carried forward ensuring that every customer story, from warranty woes to tracking troubles, stays intact.

    With this high-decibel integration, Boult Audio isn’t just selling gadgets, it’s orchestrating a symphony of support.

  • District App books big screens to steal the show off-screen

    District App books big screens to steal the show off-screen

    MUMBAI: If you’re heading to the movies in Andhra or Telangana, you might catch a new star off the screen. District App, the up-and-coming ticketing platform, has rolled out an ambitious off-screen cinema branding campaign across 40 cities, 60 theatres, and over 100 sites in Andhra Pradesh and Telangana, in partnership with integrated media agency The Local Talk.

    The campaign, one of the most expansive of its kind in the region, is designed to plant the District App brand squarely in the heart of the movie-going experience-right where ticketing meets its audience. From lobby takeovers to branding near box offices, the initiative ensures that the brand appears exactly where entertainment decisions are being made.

    “Cinema has always been a powerful medium of mass engagement. For a ticketing platform like District, the cinema setting naturally aligns with their brand promise. This campaign ensures the brand is present exactly where the action begins at the box office”, said The Local Talk director Anil Soni.

    What makes this move especially strategic is the app’s laser focus on Tier 2 and Tier 3 cities, where local cinema culture thrives and brand loyalty is often driven by on-ground visibility. With longer dwell times and a captive audience, cinema spaces offer a golden opportunity for deeper engagement, something digital platforms often struggle to achieve in these regions.

    The campaign also spotlights the growing trend of digital-first brands going hyperlocal to build recall in high-traffic physical environments. With the help of The Local Talk’s regional media acumen, District App is betting on the box office as a gateway to user growth.

    As the curtain rises on this bold branding move, one thing is clear District App isn’t just selling tickets, it’s staging a takeover.

  • Danone India launches Dexogrow to tackle toddler iron deficiency with 3x absorption boost

    Danone India launches Dexogrow to tackle toddler iron deficiency with 3x absorption boost

    MUMBAI: In a move aimed at addressing one of India’s most overlooked childhood health challenges, Danone India has unveiled Dexogrow, a nutrient-rich milk drink formulated for toddlers aged two to six. The product is powered by Iron Biotics, a proprietary innovation that supports up to three times better iron absorption—crucial for early-stage cognitive and physical development.

    According to Danone, two in every three children in India suffer from iron deficiency or anaemia—conditions often linked to developmental delays, weakened immunity, and learning challenges. With Dexogrow, the company intends to not only plug a critical nutritional gap but also spark awareness about the essential role of iron in early childhood growth.

    Dexogrow contains a blend of 36 essential nutrients, including vitamins A, C and Zinc to boost immunity, along with DHA, ARA, and iron to promote brain health. The formula also features prebiotics to support gut health and comes with a clean-label promise: no sugar, no preservatives, and no artificial flavours.

    The new product sits squarely within Danone’s mission to deliver health through food to as many people as possible. With nationwide rollout across both physical and online retail channels, Danone aims to make Dexogrow accessible to all families, regardless of geography.

    Positioned as a science-backed alternative for parents seeking both safety and efficacy, Dexogrow arrives at a time when consumer demand for nutrient-rich, transparent toddler foods is surging—particularly in India’s urban and semi-urban markets.

    By leaning on innovation and iron, Danone isn’t just launching a new SKU. It’s entering the ring to challenge a nationwide nutritional crisis—one that begins in early childhood and, if ignored, lasts a lifetime.

  • AB steps up to the crease for Sneaker LAB’s clean sweep in India

    AB steps up to the crease for Sneaker LAB’s clean sweep in India

    MUMBAI: When a brand believes in keeping your sneakers spotless and the planet spotless too, who better to lead the charge in India than cricket’s cleanest hitter AB de Villiers? Sneaker LAB, the South Africa-born brand making waves with its biotechnology-powered, eco-friendly sneaker care, has found the perfect partner in cricketing legend AB de Villiers. The campaign marks the brand’s official India debut and brings together two things the country can’t get enough of: cricket and sneakers.

    Tapping into India’s rapidly growing sneaker culture, the campaign showcases Sneaker LAB’s hero product, a probacterial formula that uses good bacteria to break down dirt and odour, long after you’ve wiped. It’s sneaker cleaning at its most sustainable and science-led.

    Sharing his thoughts on the association Sneaker LAB brand partner and South African cricketer AB de Villiers said, “When Sneaker LAB approached me, I instantly connected with their fresh approach and purpose-led vision. They are doing something different by combining science, sustainability, and style in a way that truly stands out. I am proud to represent a brand that is not just innovative but also committed to doing good in a country that I am deeply connected to.”

    Speaking about the campaign Sneaker LAB founder Jo Farah shares, “This campaign captures the essence of what we stand for at Sneaker LAB, a belief that innovation and sustainability can come together in everyday life. Launching the campaign in India is a meaningful step for us and having AB de Villiers lead this journey makes it even more special. His story, his values, and his connection with Indian fans bring depth to our message, and we are proud to start this new chapter with him.”

    As part of its launch, Sneaker LAB is rolling out a three-month ‘Golden Wipe’ campaign. Starting 16 May, five lucky fans who find a golden sneaker wipe inside select boxes will win a chance to meet AB de Villiers in person, a move that blends cricket fever with sneaker obsession in true collector-worthy fashion.

    With AB de Villiers on board and a swipe of science-backed style, Sneaker LAB’s India innings looks all set to bowl over conscious consumers one wipe at a time.

  • Boat sails into smart savings with ‘Pay with Rewards’ checkout feature

    Boat sails into smart savings with ‘Pay with Rewards’ checkout feature

    MUMBAI: Who says good vibes can’t come with great value? Boat, India’s chart-topping audio and wearables brand, just turned up the volume on smart shopping. In a slick new collaboration with rewards-based payments network TWID, Boat has rolled out the ‘Pay with Rewards’ feature on its website making it easier for customers to redeem loyalty points across programs while checking out.

    No more hoarding reward points with nowhere to spend them. With TWID’s technology baked right into the boAt checkout, shoppers can now pay for their favourite wearables, earphones, speakers, and smartwatches using their existing points without leaving the site or jumping through hoops.

    Boat COO Gaurav Nayyar quoted, “At boAt, we always strive to enhance the customer journey. Our integration with TWID and the launch of ‘Pay with Rewards’ is a step towards smarter shopping. It’s about offering choice, convenience, and added value every time you buy.”

    Commenting on the partnership TWID, co-founder & COO Rishi Batra said, “Boat has always been at the forefront of innovation, bringing music and technology together in ways that resonate with today’s generation. With our ‘Pay with Rewards’ technology, we’re ensuring higher conversions and ROI for them and enabling customers to seamlessly redeem their points to make every transaction more rewarding, Our goal is to turn reward points into a powerful payment option, and partnering with boAt is another crucial step in that direction.”

    The feature is now live across Boat’s digital storefront, giving the brand’s massive fanbase a new reason to shop and save. With this move, boAt not only amps up convenience, but also reinforces its tech-forward, customer-first mantra, one reward point at a time.

  • Hair to the Throne with SpongeBob and KT Kids’ new shampoo showstopper

    Hair to the Throne with SpongeBob and KT Kids’ new shampoo showstopper

    MUMBAI: Tangles, tears, and toddler tantrums every parent knows the struggle. But now, there’s a new hair hero in town, and he lives in a pineapple under the sea. In a first-of-its-kind move, KT Professional, India’s leading salon-grade haircare brand, has partnered with JioStar Consumer Products to launch KT Kids, India’s first paediatric-approved, dermatologically tested, natural haircare range for children aged 3 to 12. Adding a splash of fun to the formula? None other than Spongebob Squarepants, who lends his goofy grin to this vibrant new collection.

    Launched during Mother’s Day week, KT Kids is a tribute to modern parenting especially for mothers who juggle style, safety, and snags on a daily basis. Addressing real concerns like dryness, tangling, and scalp sensitivity, the KT Kids line is free of toxins and crafted with age-specific formulations for children aged 3–7 and 8–12.

    This is not just another FMCG product drop, it’s a celebration of care, created to take the stress out of everyday grooming rituals. With Spongebob’s cheerful face on the label and science-backed ingredients inside, the range delivers joy in both packaging and performance.

    “We are proud to launch KT Kids, a category-defining range that solves everyday hair care problems for children using a safe, fun, and trusted approach,” said KT Kids founder Dhruv Sayani. “We are happy to have associated with JioStar Consumer Products and add the joy of SpongeBob SquarePants to the product range. KT Kids is our Mother’s Day tribute, a gift of safety, love, and care to mothers across India. It’s a game-changer for the Indian market”

    “SpongeBob SquarePants is an iconic global franchise and a favourite among audiences in India. This association is a shining example of blending a thoughtfully curated product range with a beloved character that evokes nostalgia, fun, and cheer making it emotionally meaningful,” said a JioStar Consumer Products spokesperson.

    The range includes shampoos, conditioners, detangling sprays, and daily essentials, all developed with input from dermatologists and designed with children’s unique needs in mind. Products will be available on leading e-commerce platforms and retail outlets across India, making it easy for parents to pick the best for their little ones.

    With this launch, KT Kids doesn’t just enter the market, it defines a new category: haircare that’s safe, smart, and SpongeBob-approved.

  • No strings attached as Livpure clears the air on purifier upkeep

    No strings attached as Livpure clears the air on purifier upkeep

    MUMBAI: Who knew ‘hassle-free hydration’ could be more than just a tagline? Livpure is making a splash minus the usual drip of maintenance woes. The brand has reimagined water purification with the launch of India’s largest range of maintenance-free purifiers, backed by a bold campaign reintroducing its iconic tagline: “Hathi Mat Palo”.

    Debuting during the IPL and across national and regional channels, the campaign tackles one of the biggest elephants in the room the Rs 5,000 annual cost of maintaining a water purifier. Livpure’s new range, including models like Allura, Sereno, Eterna and their premium variants, comes with up to 30 months of embedded maintenance service, sparing customers the pain of AMCs and surprise service bills.

    In a first-of-its-kind move for the Indian market, the brand has eliminated the need for add-on servicing entirely, allowing customers to experience purification without the pressure. It’s not just clean water anymore, it’s clean ownership.

    Speaking about this milestone Livpure managing director Rakesh Kaul said, “At Livpure, we are driven by a relentless commitment to enhancing the customer experience. The introduction of the embedded maintenance service marks a transformative milestone, offering our users effortless convenience and complete peace of mind. This initiative is more than just a feature, it’s a promise of trust, reliability, and long-term value. By eliminating the common hassles of water purifier maintenance, we aim to set a new benchmark in water purification and reinforce our dedication to making ownership truly seamless for our customers. This is a step towards reshaping water purifier industry standards and elevating the way water purification is experienced in India.”

    By embedding service directly into the product, Livpure is redefining what it means to be a category innovator. The company is eyeing a 60 per cent market share in this segment, fuelled by a mission to make water purification not just efficient, but effortless.

    In an era where convenience drives consumer decisions, Livpure’s refreshingly no-fuss offering may just be the sip of smart thinking the industry needed.