Category: Marketing

Thermocool turns up the heat with ‘Raid 2’ partnership starring Ajay Devgn across India

MUMBAI: This summer, it’s not just temperatures soaring-so is Thermocool’s brand game. Thermocool Home Appliances has teamed up with the upcoming Hindi cinema thriller Raid 2 in a star-powered collaboration featuring Ajay Devgn, aiming to blitz every screen and street corner across India.

Produced by T-Series and Panorama Studios, Raid 2 brings themes of courage and justice—values Thermocool claims to bottle into every appliance it sells.

“We are thrilled to be associated with Raid 2—a film that talks about courage, integrity, and doing the right thing. These are values that we at Thermocool highly admire and mirror in our products and brand philosophy”, said Thermocool Home Appliances Ltd director sales & marketing Tanuj Gupta.

The campaign is already firing on all cylinders—television ads, Youtube streams, social media blitzes, and giant hoardings have flooded tier one and tier two cities, making sure no thermostat-owning human misses the memo.

Gupta further noted, “This partnership also showcases our changing marketing strategy, which is centred around high-recall partnerships and more meaningful audience interaction”.

In-cinema branding, curated contests, and digital content are fuelling Thermocool’s ambitions to lock into the hearts (and homes) of India’s families, especially as the heatwave encourages shoppers to rethink their cooling solutions.

Devgn’s no-nonsense screen presence dovetails neatly with Thermocool’s promise of robust, value-based home products. With Raid 2 expected to have a wide national reach, the brand is banking on more than just box office success—it’s aiming for serious emotional connect and deeper market penetration.

April 29, 2025
The Souled Store bags Redwolf to expand its pop culture merchandise empire

MUMBAI: In a move set to reshape India’s pop culture merchandise landscape, the homegrown brand, The Souled Store announced the acquisition of Redwolf, another popular name in the fandom apparel and collectibles market.

The deal brings Redwolf’s founders—Ameya Thakur, Rahul Jaisheel, and Vivek Malhotra—into The Souled Store fold. Their expertise and passion are expected to supercharge the brand’s mission to create more innovative, fan-driven collections.

“Merging with The Souled Store was the next logical step in realising our vision of bringing the best pop culture merchandise to the Indian audience. All three of us are huge pop-culture geeks ourselves and look forward to leveraging the scale provided by The Souled Store to take the brand to greater heights,” said Malhotra.

The Souled Store co-founder Vedang Patel added, “We are absolutely thrilled to welcome Redwolf to The Souled Store family. Their incredible creativity and commitment to providing fandom-inspired products is a perfect fit. This acquisition will strengthen our mission to become the Home of Pop-culture in India. We are excited to co-build this shared vision with the founders of Redwolf.”

Founded on a love for fandom culture, The Souled Store has built a vibrant space where fans can find products celebrating their favourite movies, TV shows, music, and characters. With Redwolf now part of the family, the brand plans to offer an even bigger and better range of exclusive collaborations and creative products.

This partnership brings The Souled Store closer to its ultimate goal: evolving into a global lifestyle brand that speaks to every fan’s soul.

April 29, 2025
CA Vikas Vohra Sets a New Benchmark Mentoring Finance Professionals at edZeb

You must have heard this popular saying “A good teacher is like a candle—it consumes itself to light the way for others.”

This is so true when we talk about our very own CA Vikas Vohra at edZeb. This is not just a saying—it is a reality he lives every day. His name has quickly become synonymous with excellence in finance mentorship. He is very well-known for his sharp mind and a heart full of guidance. Vikas Sir has set a new standard for how finance professionals should be mentored in today’s fast-moving world.

Nowadays, you will find knowledge is plenty, but guidance is rare. And his presence is shaping futures, one student at a time. He is focused on imparting real-world learning. With a knack for making tough concepts simple, he’s not just teaching finance—he is building finance leaders.

CA Vikas Vohra’s Journey

“Experience is the best teacher,” is what CA Vikas Vohra’s journey proves.

He has walked the path in the finance world for over a decade that most students wish to tread. He has been working from audit rooms to boardrooms. It was a walk through the learning, the leadership, and the exposure to real world finance. He did not just study numbers, he lived them. His solid background as a Chartered Accountant gave him depth of knowledge and insight. That makes him quite unique because he decided to share that wisdom with many more through his CFA coaching in Delhi at edZeb.

His Transformative Role at edZeb

CA Vikas Vohra plays a key role in mentoring CFA aspirants. His influence goes far beyond the classroom, making finance feel real and relatable. His belief in “Knowledge shared is knowledge doubled,” and so he brings lessons to life. The use of real-world case studies and live market analysis helps students understand how finance works in the business world today.

Vikas Sir does not just follow the syllabus; rather, he focuses on creating clarity by simplifying even the toughest topics. It ensures that every student truly understands the concepts. His teaching style is interactive, making each class engaging and full of “aha” moments. His students enrolled in the financial modelling course not only learn finance but also enjoy it, applying their knowledge in real-life situations.

Benchmarks Setting Long-Lasting Impact on Learners

As the proof of the pudding is in the eating, the true value of a teacher is seen in the success of their students. Under the guidance of CA Vikas Vohra learners have passed their CFA exams with flying colors. Moreover, they have also stepped confidently into the finance world. His impact goes far beyond the classroom, and here is how he is helping students raise the bar.

Turning Learners into Professionals
Under his expert mentorship, students prepare to crack their exams and prepare for life in finance. His teaching focuses on building skills that work in the real finance industry, not just in theory.

Results That Speak
His classes have seen high pass rates. Many of his students now work at leading finance firms. Only because of his real-world teaching style bridging the gap between books and boardrooms.

Patience as His Superpower
Vikas Sir is known for his calm and steady approach. No question is too small for him. He makes time for every student, explains tough concepts in a simple way, and ensures no one is left behind.

More Than a Teacher
To many, he is more than just a faculty member; for them, he is a mentor and a motivator. Whether a student is stuck on a chapter or unsure about their career path, he is always there to give the right advice.

A Cheerleader at Heart
He celebrates each win, big or small. From clearing a doubt to clearing an exam. He makes his students feel seen and supported at every step.

In every sense, Vikas Sir is helping shape not just finance students, but future finance leaders.

His Role in edZeb’s Vision

The institute was built with the vision to provide practical, mentorship-driven coaching to finance aspirants, and Vikas Sir lives that vision every day. His teaching style matches edZeb’s core belief: education must empower, not overwhelm. Together, they are redefining finance education.

A rising tide lifts all boats, so does under CA Vikas Vohra’s mentorship, edZeb is not just growing but thriving. His dedication has raised the bar for finance education, and in doing so, he is lighting the path for many more to follow.

As the world of finance evolves, one thing is clear: with mentors like Vikas Sir, the future is in good hands.

So, if you want to know more about them,
Call +91-8263-900-900
Sr. Counsellor,
edZeb

April 29, 2025
ASCI fine-tunes rules for health and finance influencers

MUMBAI: The Advertising Standards Council of India (ASCI) has given its influencer guidelines a much-needed shot in the arm — and a dose of financial clarity. In a fresh update to its Influencer Advertising Guidelines (Addendum 2), ASCI has introduced sharper distinctions for influencers operating in the health and finance sectors.

Previously, anyone posting about commercial goods and services in BFSI (banking, financial services, and insurance) or health and nutrition needed proper qualifications and certifications to avoid leading consumers astray. Now, the rules add a pinch of nuance: qualifications are mandatory only if influencers are dishing out technical information or advice likely to be interpreted as expert opinion.

If it’s just generic promotion — say, an insurance company urging annual health check-ups through a lifestyle blogger, or a food influencer whipping up excitement for a health meal service — formal qualifications need not clutter their bios.

ASCI chief exective & secretary general Manisha Kapoor commented, “Influencer marketing has matured beyond simple endorsements and now often involves strategic partnerships for various aspects of brand communication. The updated guidelines bring in the required nuance for influencers operating in the BFSI and health & nutrition space.”

Influencers keen to stay out of regulatory hot water can dive into the full update here.

April 28, 2025
Zouk and Kriti Sanon unpack pride and purpose with A Bagful of You campaign

MUMBAI: Fashion just got a little more soulful and a lot more personal as Zouk, India’s proudly vegan and 100 per cent Indian lifestyle brand, has launched its latest campaign, A Bagful of You. Featuring National Award-winning actress Kriti Sanon as the face of the movement, the campaign isn’t just selling bags, it’s celebrating roots, resilience, and cultural pride.

Rolling out during IPL 2025 across Connected TV, Youtube, and Meta’s social platforms, A Bagful of You marks Zouk’s grand debut on India’s biggest cricketing stage. Offline, the campaign is making waves too, turning malls and city streets into style runways where tradition meets ambition. With Zouk’s signature Indian prints and cruelty-free materials front and centre, the message is loud and clear: fashion isn’t just what you wear, it’s who you are.

Commenting on the launch, Zouk founder Disha Singh said, “With ‘A Bagful of You’, we wanted to spotlight something that often gets overlooked the silent strength, pride, and individuality of the modern Indian woman. She is everywhere. She’s in cities and small towns, boardrooms and classrooms, weaving tradition into ambition every single day. At Zouk, we build cultural continuity into daily life. Our prints are proudly Indian, our materials consciously vegan, and our purpose deeply personal. This campaign is an extension of the message that fashion serves beyond looking good, it honours one’s connection to their identity and culture.”

Kriti Sanon shared her personal connection to the campaign’s message as well, saying, “What spoke to me most about ‘A Bagful of You’ is that instead of selling an image, it’s a reminder of who we already are. What I carry says everything about what I stand for. Whether it’s a mood, a memory, or a moment of pride, it’s all part of me. So, beyond an
accessory, it’s an extension of my personality, my roots, and my values. Zouk’s bags, with their beautiful Indian prints and cruelty-free materials, make that connection even stronger. When I carry a Zouk, I carry my culture with me, and I do it with pride.”

Built on the belief that fashion should fit your soul, not just your style, A Bagful of You blends Zouk’s design philosophy with a relatable, heart-warming narrative that resonates with modern Indian women. It reflects everyday pride from boardrooms to classrooms where ambition and tradition weave effortlessly together.

With over 15 lakh happy customers and exclusive stores now in Mumbai, Pune, Bangalore, Lucknow, and Gurgaon, Zouk continues to expand its footprint across India. The brand recently launched its women-first luggage line, further solidifying its commitment to creating functional, stylish essentials for today’s traveller.

As Zouk grows its community of vibrant, rooted, and fearless women, A Bagful of You stands tall as a reminder that true style isn’t about fitting in, it’s about standing out, authentically.

April 28, 2025
Rajiv Malhotra boards 12Go as chief product officer

MUMBAI: Rajiv Malhotra has packed his bags for a fresh adventure, joining 12Go as chief product officer, and adding another heavyweight chapter to a career that’s criss-crossed e-commerce, travel, media, mobile, and logistics.

An MBA from NTU Singapore and a citizen of Singapore with OCI status in India, Malhotra brings 25 years of razor-sharp product expertise to the role — across start-ups and blue-chip giants alike. Whether it’s managing $100 million+ P&Ls, pioneering UX strategies, scaling digital businesses, or launching SaaS solutions, he’s left an unmistakable signature on every stop.

Before this, he steered digital media products at SPH Media, led logistics products at Gojek, advised start-ups, and even brewed success as an entrepreneur with Hotellauncher.com. Past tours of duty also include Expedia, MakeMyTrip, Yatra, and Yahoo! SEA, where he was at the bleeding edge of product innovation and digital transformation.

From product vision to UX design, Malhotra is passionate about building tech solutions that actually make life easier (and a lot more profitable). A self-confessed Kombucha enthusiast and amateur chef when off-duty, he knows a thing or two about the perfect blend — whether in the kitchen or in code.

April 27, 2025
Reliance Retail cashes in: revenues, stores, and smiles on the rise

MUMBAI: Reliance Retail Ventures Limited (RRVL) is showing no signs of slowing down, posting a robust quarterly revenue of Rs 88,620 crore, up 15.7 per cent year-on-year, while EBITDA climbed 14.3 per cent to Rs 6,711 crore. Profit after tax soared 30.4 per cent to Rs 3,519 crore, fuelled by operating muscle and clever brand plays.

The retail titan opened a staggering 1,085 new stores in 4Q FY25, nudging its total footprint to 19,340 stores across 77.4 million square feet. The registered customer base swelled to 349 million — almost the population of the United States — with transactions hitting a record 361 million for the quarter.

EBITDA margins remained healthy at 8.5 per cent despite a slight dip, while depreciation eased 3.4 per cent, and finance costs stayed flat. Digital and new commerce channels kept humming, contributing 18 per cent of total revenues.

Quick commerce via JioMart recorded a jaw-dropping 2.4x quarter-on-quarter growth in gross daily orders, with 4,000+ pin codes now covered. Meanwhile, the consumer brands unit clocked Rs 11,450 crore in revenue, staking its claim as the fastest-growing FMCG outfit in India.

Consumer electronics stayed hot, thanks to an early summer and cooling deals, while JioMart Digital expanded its merchant partner base and racked up a 76 per cent year-on-year revenue spike.

Fashion and lifestyle flexed with the launch of Trends 3.0 and the splashy arrival of Shein on AJIO, offering “global fashion at affordable prices” to Indian shoppers. Premium brands got an omni-channel boost, with ‘out-of-store’ sales now contributing 8 per cent to luxury turnover.

Grocery stores continued to punch above their weight, boosted by FreshPik, GoFresh, and a strong showing from Metro’s wholesale business, which posted a 37 per cent jump in HoReCa sales.

JioMart pushed the pedal on quick deliveries, scaling to 2,100+ stores and introducing slick “Quick” and “Scheduled” tabs. Subscription services also boomed, with app visits up 37 per cent.

For the full financial year ended 31 March 2025, gross revenue rose 7.9 per cent year-on-year to Rs 330,870 crore, while EBITDA nudged up 8.6 per cent to Rs 25,053 crore — a steady climb powered by store expansion, customer growth, and bold new bets in e-commerce and brands.

Despite the noise around rising costs elsewhere in the economy, RRVL tightened its margins, improving EBITDA margin by 20 basis points to 8.6 per cent on revenue from operations — a small but significant win in a cut-throat retail landscape.

Profit after tax stood at Rs 12,392 crore, up a healthy 11.6 per cent from last year, even as finance costs dipped 4.1 per cent, and depreciation rose modestly by 7.7 per cent, reflecting investments into expanding and upgrading its footprint.

* Store expansion: RRVL opened 2,659 new stores in FY25. After accounting for rationalisation and consolidation, total stores stood at 19,340 across 77.4 million sq ft.

* Customer base: Registered customer base expanded 14.8 per cent to 349 million — practically one in every four Indians.

* Transactions: Total transactions hit 1.39 billion, up 10.6 per cent year-on-year — a clear sign of rising basket sizes and growing loyalty.

* Digital Commerce and New Commerce: Now contributing a strong 18 per cent of total revenues, signalling that Reliance’s “phygital” strategy — physical plus digital — is working.

* Consumer Brands: Emerging as India’s fastest-growing FMCG arm, notching up revenues of ~Rs 11,450 crore in just its second full year. New launches like Spinner (sports drink) and the acquisition of Velvette (personal care) added fresh fizz.

* JioMart: Quick commerce went into hyperdrive, with daily order volumes climbing 2.4x quarter-on-quarter by the end of the year.

* Fashion and Lifestyle: AJIO kept its cool, onboarding trendy brands, launching Shein, and expanding its same-day delivery service across 26 cities. Own brands like Netplay and Avaasa saw strong growth.

* Consumer Electronics: Helped by heatwaves and heavy promotions — AC and cooler sales soared, while service brand resQ expanded into 300 cities.

* Grocery: Metro acquisition turbocharged staples and beverage sales, while FreshPik and GoFresh catered to the rise of premium tastes.

A few headwinds to watch:
* Area shrinkage: Operated area fell slightly by 2.1 per cent year-on-year, suggesting a tightening of low-performing outlets.
* Margin pressures: Though margins are healthy, the retail battlefield (especially online quick commerce) is brutal and will test profitability resilience.
* Luxury sales: Omni-channel initiatives helped bridge-to-luxury and luxury sales, but “distance selling” models will need constant tweaking to match evolving customer behaviours.

RRVL executive director Isha M. Ambani said: “Reliance Retail delivered strong growth in revenue and profits, powered by improved efficiencies, innovative formats, a sharper product mix, and continued investments in technology and customer experience. We remain focused on shaping the future of retail with agility and purpose.”

April 26, 2025
Runwal Realty lays the foundation for legacy with Sonam Kapoor as brand face

MUMBAI: Hindi cinema meets blueprint as Runwal Realty rolled out its latest brand campaign, roping in actor and style icon Sonam Kapoor as its ambassador. With the tagline ‘Building for generations to come’, the campaign, executed by Thought Blurb Communications, aims to etch legacy into luxury real estate and shift focus from square footage to storytelling.

Taking over Mumbai’s skyline via hoardings, print ads and digital banners, the campaign marks a strategic inflection point for the developer, known for upscale properties in high-value locations. It will soon extend into film and experiential formats, designed to resonate with a clientele that prefers purpose over pomp.

“‘Building for Generations to Come’ is not just a brand philosophy—it’s our compass,” said Runwal Realty director – retail Sanya Runwal. “Sonam Kapoor brings that same timeless elegance and depth… Her understanding of personal space and design mirrors our own vision.”

Kapoor’s selection as brand ambassador reflects Runwal’s intent to blend aesthetic refinement with cultural resonance. The company isn’t just selling homes—it’s selling heritage.

Thought Blurb Communications MD & CCO Vinod Kunj unpacked the brand’s tonal shift, “Luxury cannot be sold too stentoriously. It has to be understated and nuanced… At this level, the need for meaning and creating a legacy is of much greater importance.”

At the heart of the campaign lies the idea that real estate is more than a transaction—it’s a long-term emotional investment. In a sector often defined by noise, Runwal’s subtle messaging intends to cut through the clutter by appealing to values that last longer than granite countertops.

As Runwal Realty positions itself for the long haul, its branding suggests it is no longer just constructing buildings but crafting relationships built on legacy, taste, and trust.

April 25, 2025
Candere founder Rupesh Jain launches Lucira to reshape diamond game with ethical brilliance

MUMBAI: India’s fine jewellery scene just got a luminous new player—and it’s wearing a conscience. Rupesh Jain, the mind behind Candere’s meteoric rise, unveiled Lucira, a lab-grown diamond jewellery brand built for modern romance and meaningful milestones.

Lucira launched with a clear purpose: to combine tradition, tech and ethics in a category still glinting with old-world opacity. Touted as the ‘Rings King’, the brand caters to proposals, weddings, and anniversaries with handcrafted jewellery that mixes AI-powered personalisation and certified diamonds—all at a lower cost to the planet and pocket.

“Lucira is about elevating meaningful moments with timeless design and ethical brilliance. We’re not just shaping rings, we’re shaping what they represent in today’s world,” said Jain, who previously built Candere into a market leader before its acquisition by Kalyan Jewellers.

Lucira’s entry comes as lab-grown diamonds gain serious traction worldwide. Offering the same visual, chemical and physical properties as mined diamonds, LGDs are increasingly seen as the responsible luxury choice. Lucira’s pieces are certified by IGI, GIA, SGL and Hallmark, and each design is crafted to reflect individuality and emotion.

Backed by India’s booming diamond ecosystem and friendly policy climate, Lucira aims to be the country’s first global lab-grown diamond luxury house. Its omnichannel roadmap begins online, with flagship stores set to open in metros, followed by phased expansions into tier-two cities and select global markets.

“Our vision is to create a premium, design-led fine jewellery destination that begins online and extends into beautifully curated physical spaces,” Jain added. “With AI-powered customisation, virtual try-ons, and seamless e-commerce, we’re meeting customers where they are.”

Lucira launches with five proprietary signature cuts and a focus on solitaires, eternity bands, and convertible everyday rings. These aren’t just accessories—they’re declarations, reimagined as heirlooms for a generation that values purpose as much as sparkle.

As Jain puts it, Lucira is not just a new chapter—it’s a future-forward manifesto for how jewellery should look, feel and matter.

April 25, 2025
Funskool plays it smart, crosses Rs 300 crore turnover with 20 per cent export boost and desi brand wins

MUMBAI: India’s homegrown toy titan Funskool just levelled up in a big way. For FY 2024–25, the company clocked a turnover exceeding Rs 300 crore—powered by a potent mix of desi hits and global play.

Recording over 20 per cent year-on-year growth, the brand credited its performance to a sharpened export strategy and deepening alliances with global toy majors. Exports alone surged by nearly 30 per cent, solidifying Funskool’s role as a serious player in the global toy trade.

“We are moving in the right direction. With an impressive growth trajectory, Funskool continues to play a vital role in advancing the ‘Make in India’ initiative,” said Funskool India Ltd CEO K.A. Shabir. “We are focused on deepening our partnerships with global toy brands and further positioning ourselves as a quality toy manufacturer in the international supply chain.”

Currently, Funskool contributes close to 20 per cent of India’s total toy exports. Its outbound shipments to the United States now account for around 40 per cent of that volume, giving the brand a strong foothold in one of the world’s largest toy markets.

The company’s ambitions don’t end there. For the ongoing fiscal, Funskool has set its sights on USD 40–45 million in revenue, driven by capacity expansions and the global tilt toward Indian manufacturing. The firm recently doubled output at its Ranipet facility and is now planning further upgrades at both Ranipet and Goa plants.

On the home front, the company has steadily built out its portfolio of Indian brands—including Giggles, Fundough, Handycrafts, Play&Learn, and its growing lineup of board and card games—cementing its reputation as a market leader.

With exports scaling and domestic love holding firm, Funskool’s FY25 performance proves that playtime pays off.

April 25, 2025