ITV

Category: Marketing

  • Nippon India Mutual Fund plugs into Adobe AI to jazz up investor journeys and digital experience

    Nippon India Mutual Fund plugs into Adobe AI to jazz up investor journeys and digital experience

    MUMBAI: When mutual funds go full Mad Max on digital transformation, you know the old brochure-in-a-branch days are officially over. Nippon India Mutual Fund (NIMF) has just supercharged its long-running partnership with Adobe to build what it calls a “persona-driven, e-commerce-like experience” for investors—and they’re using Adobe’s AI-fuelled tech arsenal to make it happen.

    The move marks NIMF’s latest play to dominate the digital game. The mutual fund major will now deploy Adobe Experience Manager (AEM) Sites and Assets across its web and mobile platforms to serve content not just faster—but smarter. Think fewer bounce rates, better conversions, and the kind of personalised user journeys that scream “we know your SIP inside-out.”

    “At Nippon India Mutual Fund, we are dedicated to harnessing digital innovations to enhance investor experiences,” said NIMF chief digital officer Arpanarghya Saha. “With investors’ engagement accelerating on digital channels, our aim is to strengthen our digital ecosystem. Adobe has been our trusted partner for many years. As we grow our partnership, the digital applications will empower our teams to create and deliver more personalised experiences for our investors and enable seamless interactions.”

    The technology behind the curtain is no slouch either. AEM Sites will handle dynamic content delivery with the finesse of a Netflix recommendation engine, while AEM Assets will manage media workflows to ensure your homepage banner doesn’t feature Diwali offers in January.

    The plan? Cut clutter, boost consistency, and get from concept to click at warp speed.

    And this isn’t NIMF’s first rodeo with Adobe. Over the last five years, the fund house has already been leveraging Adobe Analytics, Campaign and Target resulting in a 90 per cent spike in open rates and a 150 per cent surge in click-throughs for targeted investor campaigns. In marketing-speak, that’s the digital equivalent of hitting a six off every ball.

    “As financial literacy rises in India and more investors enter the equity market, asset management companies are embracing digital-first strategies to stay ahead,” said Adobe India head of digital experience business Venu Juvvala. “NIMF’s adoption of Adobe’s enterprise applications marks a significant step toward Customer Experience Orchestration—our evolved approach to customer experience management that unifies real-time data, content, and generative AI.”

    Jargon aside, what this really means is: NIMF doesn’t just want to talk to investors; it wants to talk to them, with them, and maybe even for them—with the help of Adobe’s generative AI. Because the future of finance isn’t just about returns; it’s about relevance, resonance, and real-time responsiveness.

  • Ananya Birla’s Lovetc splashes onto the scene with Janhvi Kapoor as its muse

    Ananya Birla’s Lovetc splashes onto the scene with Janhvi Kapoor as its muse

    MUMBAI: Ananya Birla, the multi-talented heiress and songstress, has dropped a bombshell on the Indian beauty scene with the launch of Lovetc, a premium cosmetics brand promising global glam with a desi soul. 
    And to front this vibrant new venture? None other than the dazzling Janhvi Kapoor.

    Kapoor, a bona fide youth icon, stars in Lovetc’s launch campaign, a technicolour explosion of fearless femininity. Think bold hues, sassy stares, and a whole lot of “you go, girl” energy. The campaign film, now doing the rounds on social media and digital platforms, is a love letter to the modern Indian beauty aficionado, who isn’t afraid to set her own standards of luxury.
    Lovetc rangeBirla Cosmetics Pvt Ltd (BCPL) founder & chairperson Ananya Birla purred, clearly buzzing with excitement: “I’ve always gravitated towards beauty that’s simple, effective, and enhances who you are – not transforms you into someone else.Lovetc reflects that philosophy. It’s a brand designed for real lives; with products that work hard, last long, and feel intuitive. Whether it’s a lipstick that stays on through a long day, or a mascara that volumizes without clumping, we want every product to pass that real-life test.”

    Lovetc’s initial drop includes a curated collection of long-wear lipsticks, precision eyeliners, and volumising mascaras, all designed to deliver a sensory punch. The brand’s ethos? High-performance, high-impact, and high-octane.

    For those itching to get their hands on Lovetc’s goodies, the collection is now available online at www.lovetc.com and on Nykaa, with plans for a retail blitz across India’s top cities. 

    It seems Birla is betting big on turning heads, one bold lip at a time.

    You can watch the TVC by clicking on this.

  • Threading the Bloom Fabindia brings Chikankari into full spring swing

    Threading the Bloom Fabindia brings Chikankari into full spring swing

    MUMBAI: Spring has never looked so soulful. Fabindia’s latest offering, The Song of Spring, gently unfurls a tapestry of tradition and technology, paying tribute to the age-old art of Chikankari embroidery with a modern twist and a dash of AI.

    Rooted in India’s rich textile legacy, Chikankari has long been enchanted with its whisper-light stitches and poetic precision. In this collection, Fabindia reimagines the heritage craft using AI-generated floral visuals, creating a campaign that bridges the traditional with the contemporary. The result? A collection that feels as fresh as a spring breeze, but with roots deep in culture.

    “The Song of Spring is more than a campaign; it is a tribute to the hands that sustain India’s textile traditions. By honouring its floral essence and displaying its intricate threadwork, we wanted to express the finery of Chikankari beyond the garment and celebrate its inspiration. Including AI crafted floral elements in the campaign visuals that accentuate the craft has brought a fresh perspective to the craft”, says a Fabindia spokesperson.

    From dreamy dupattas to floating kurtas and artfully embroidered tunics, the collection showcases Chikankari at its most elegant. Crafted from airy cottons and fine silks, each piece features signature stitches like Bakhiya, which gives an illusion of shadows, Phanda, known for floral knots, and Jaali, which mimics Mughal latticework. It’s this layered delicacy over 32 types of stitches in some cases that gives each garment its own narrative.

    Embracing soft pastels, earthy tones, and gentle florals, the colour palette of the collection enhances the embroidery’s subtle brilliance. Every garment comes adorned with a Craftmark Tag, a confirmation of authenticity and handcrafted integrity.

    With The Song of Spring, Fabindia doesn’t just showcase clothing it tells a story in thread, blending centuries of tradition with today’s design language. It’s a sartorial serenade to spring, one stitch at a time.

  • Third Wave Coffee adds a pizza twist with a slice of fun and flavour

    Third Wave Coffee adds a pizza twist with a slice of fun and flavour

    MUMBAI: A jingle, a dance, and now pizza! Third Wave Coffee is taking its love for café culture to the next level with the launch of its new range of pizzas, brought to life through the brand’s peppy new campaign “Slice of Joy”. Pairing wood-fired slices with signature brews, the chain’s latest offering is anything but a half-baked idea.

    The star of the campaign is the quirky ‘Sip Sip Bite’ jingle, which has baristas busting out choreographed moves across 140 plus cafés in India. Not just a digital gimmick, the jingle plays out live in-store every day at 1 PM, 4:30 PM, and 7 PM, transforming casual coffee runs into spontaneous dance breaks.

    “At Third Wave Coffee, we’ve always believed in doing things differently – whether it’s how we brew coffee or build community inside our cafés,” said Third Wave Coffee co-founder Ayush Bathwal. “With ‘Slice of Joy,’ we’re inviting customers to experience something new. The ‘Sip Sip Bite’ jingle isn’t just a song – it’s a celebration of our baristas, our culture, and this exciting new chapter.”

    Best known for its premium brews and community-first ethos, Third Wave’s foray into pizza is a cheeky nod to the joy of comfort food done right. Think of it as a match made in heaven or at least in a well-designed café with cheesy slices meeting artfully poured flat whites.

    The pizzas, available nationwide starting this week, aim to serve up more than just food they’re meant to be shared, Instagrammed, and savoured alongside the brand’s signature blends. The campaign is already sparking buzz online, with users grooving along to the jingle and sharing their own Sip Sip Bite moments.

    True to its name, Slice of Joy is a celebration of the simple pleasures of hot coffee, fresh pizza, and the warm camaraderie of your favourite café crew. In a world of grab-and-go, Third Wave Coffee invites you to sip, stay, and maybe even dance.

  • Upgrad teams up with Seed Group to power AI-led workforce revamp across the MENA region

    Upgrad teams up with Seed Group to power AI-led workforce revamp across the MENA region

    MUMBAI: Dubai’s skyline isn’t the only thing rising high—its ambition to become a global knowledge powerhouse just got a big ‘Upgrade’.

    Upgrad, the Indian edtech heavyweight, and Seed Group, part of The Private Office of Sheikh Saeed bin Ahmed Al Maktoum. Together, they’ve fired up an AI-fuelled alliance to transform workforce upskilling across the UAE and the broader MENA region.

    The two giants announced a strategic partnership that could reshape how professionals and enterprises across the middle east access new-age skilling, especially in high-demand areas like generative AI, digital transformation, and executive education. With this move, Upgrad—already present in 15+ countries—is planting a firm flag in the Gulf’s growing edtech terrain, ready to turn boardrooms into classrooms and laptops into launchpads.

    “As Dubai invests in human capital development, the need for industry-aligned upskilling has never been greater. Upgrad’s outcome-focused innovative programs in domains like GenAI will bridge skill gaps,” said Seed Group CEO and The Private Office of Sheikh Saeed bin Ahmed Al Maktoum, Hisham Al Gurg. “In turn, this will empower businesses with the advanced knowledge needed to excel in a high-powered digital economy such as Dubai. The institution’s distinguished expertise in professional education makes it an invaluable addition to our network of strategic partners.”

    Upgrad plans to leverage its portfolio of online degrees, bootcamps and hybrid certification courses to train individuals and institutions alike. From MBAs to machine learning modules, their offerings are engineered for ROI—return on intelligence.

    “We are making significant investments to expand our footprint across global markets. We are proud to launch this partnership with Seed Group, a market leader in driving innovation, so there is no doubt that with the support of the Seed Group leadership strategy in the UAE and MENA, we will drive stronger adoption of AI-led upskilling. Acquiring new-age hands-on capabilities has become a global imperative and is essential for both individuals and organisations to remain competitive. Business and government leaders across the UAE’s economy are recognising the growing influence of AI on organisational capabilities and are increasingly looking to invest in advanced technologies,” said Upgrad CEO – International consumer business Myleeta AgaWilliams.

    Over the years, Upgrad has carved out a reputation as one of Asia’s most formidable skilling machines—earning global nods from GSV and the FT for its growth and impact. And now, with Dubai acting as its regional launchpad, the company aims to support governments, enterprises and individuals with future-proof education that moves beyond theory and into execution.

    In the coming months, the alliance will roll out initiatives aimed at creating a digitally capable and highly competitive workforce—one that’s ready to tackle the demands of tomorrow’s AI-first economy. For MENA, it’s a catalyst for a smarter, sharper labour force that’s globally fluent and locally relevant.

  • Airtel and Blinkit team up for 10-minute SIM delivery, KYC in your home

    Airtel and Blinkit team up for 10-minute SIM delivery, KYC in your home

    MUMBAI: Bharti Airtel and Blinkit have cooked up a speedy new service, delivering SIM cards to customers’ doorsteps in a mere 10 minutes. This ground breaking partnership, a first for any Indian telco, is now live in 16 cities, promising to get customers  connected quicker than a rabbit out of a hat.

    “Simplifying customer lives is central to everything we do at Airtel.Today we are thrilled to partner with Blinkit for 10-minute SIM card delivery to customers’ homes across 16 cities and in due course of time we plan to expand this partnership to additional cities.” declared Airtel CEO Siddharth Sharma, CEO – connected homes and director of marketing, Airtel.

    For a paltry Rs 49 convenience fee, customers can choose between prepaid or post paid plans, or even port their existing number to Airtel. Once the SIM arrives, a quick Aadhaar-based KYC process gets them up and running, all from the comfort of their own homes.

    “To save customers time and hassle, we’ve collaborated with Airtel to deliver SIM cards directly to customers in select cities, with delivery in just 10 minutes. Blinkit takes care of the delivery, while Airtel makes it easy for customers to complete self-KYC, activate their SIM, and choose between prepaid or post paid plans. Customers can also opt for number portability, all at their convenience,” said Blinkit founder & CEO Albinder Dhindsa.”No more queuing in shops, no more waiting around. We deliver the SIM, and Airtel handles the self-KYC. It’s a win-win.”

    The service is currently available in major cities like Delhi, Mumbai, and Bangalore, with plans to expand further. And if customers get stuck, Airtel’s help centre is just a tap away on the Airtel Thanks App, or a quick call to the support line. But, they better be quick, the SIM needs to be activated within 15 days.

  • Fat Tiger on a roll with plan to roar into 200 cities with 500 new outlets

    Fat Tiger on a roll with plan to roar into 200 cities with 500 new outlets

    MUMBAI: Rolling out the dough and the dim sum, India’s beloved QSR brand Fat Tiger is cooking up a storm with a bold new expansion strategy aimed at taking its pan-Asian flavours far and wide. The brand has announced a three-year plan to launch 500 new outlets across 200 cities, growing from its current footprint of 80 cities. The expansion, a mix of company-owned and franchise-operated stores, will see the leasing of over 150,000 sq. ft of retail space, with each outlet spanning between 300–500 sq. ft.

    But this isn’t just about more momo and boba, it’s also about boosting employment. The brand aims to create over 1,750 job opportunities, cementing its role as a growth driver in the Indian QSR landscape.

    Fat Tiger founder and director Sahaj Chopra and Sahil Arya said, “We are focused on growing Fat Tiger’s presence across 200 cities, making our offerings accessible to more customers while generating employment opportunities at scale.”

    Known for its innovative spin on traditional favourites, Fat Tiger is not your average quick-serve pit stop. With a menu bursting with momo varieties including new hits like BBQ Momo and Kimchi Momo, the brand has carved a niche for itself. Add to that their signature boba drinks and comfort food classics, and you’ve got a recipe for rapid expansion.

    Fat Tiger also prides itself on being the first Indian QSR brand to bring international tea flavours to Indian consumers, while championing sustainability and quality.

    As competition heats up in the QSR space, Fat Tiger’s ambitious plan not only spices up the category, it serves up a winning mix of scale, innovation, and flavour.

    In true tiger style, the brand is poised to pounce on new opportunities, bringing its unique blend of modern-meets-traditional to doorsteps and tastebuds all across the country.

  • Elver goes full toss with #ElverXI and cricketer collabs to launch Neo Buds with a bang

    Elver goes full toss with #ElverXI and cricketer collabs to launch Neo Buds with a bang

    MUMBAI: Elver has swung for the fences.

    The electronics upstart has launched its latest campaign, #ElverXI, and it’s pulling in cricketers faster than a T20 powerplay. With its first proudly ‘Make in India’ product—the Neo Buds—now in play, Elver is scoring big with both tech buffs and die-hard cricket fans.

    The Mumbai-based brand unveiled the campaign on 15 April, teaming up with a full-blown squad of cricketers including Vijay Shankar, Shashank Singh, Naman Dhir, Ashutosh Sharma, Shahrukh Khan, Abhinav Manohar, Swapnil Singh, Sandeep Sharma, Vaibhav Arora and Arshin Kulkarni.

    Each player, much like each Elver product feature, brings something special to the table—or in this case, the pitch.

    The result? A cheeky, cricket-themed showcase of gadgets that are slicker than a Ravindra Jadeja run-out.

    The idea behind #ElverXI is simple: every cricketer becomes the face of a unique product feature, from active noise cancellation (ANC) to long battery life.

    Elver cleverly aligns sports performance with tech finesse—because let’s face it, if your earbuds can survive a net session with Ashutosh Sharma, they can probably handle your Monday Zoom calls.

    Speaking of Sharma, the brand’s first campaign video stars the man himself. It’s a tongue-in-cheek tribute to the classic ‘Sharma Ji ka ladka’ trope—except this one isn’t cracking IIT entrance papers, he’s cracking sixes. And with the Neo Buds’ ANC Mode, he’s shown dodging distractions like bouncers—both on and off the pitch. Sharma’s recent breakout performance makes him the perfect poster boy for this audio-powered, cricket-mad campaign.

    Elver’s Neo Buds are no slouch in the spec department either. With 13mm drivers, IPX4-rated sweat resistance, and a whopping 100 hours of standby battery life, these aren’t just budget earbuds—they’re match-winners in their own right.

    Commenting on the campaign, Elver brand manager Harsh Bhandari said, “We’re excited to bring this campaign to life through cricket, a sport that unites millions in India. It’s a perfect opportunity for fans to connect with both the essence of the game and our brand’s milestones, including the launch of our first ‘Make in India’ product, Neo Buds.”

    Running until the end of May, #ElverXI will continue to bowl over audiences across social media, complete with contests, giveaways, and a shot at becoming the 11th player in Elver’s digital dream team. Fans can flex their trivia, comment game, and meme skills to win exclusive merch and products.

  • Jayaram Nair sparks Intensity in Tribes JV, relocates to Bangalore for brand blitz

    Jayaram Nair sparks Intensity in Tribes JV, relocates to Bangalore for brand blitz

    MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.

    “I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.

    Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.

    “I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”

    Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.

    “With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”

    He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
    This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.

  • SportsSkill aims for global expansion with gamified training and AI blitz

    SportsSkill aims for global expansion with gamified training and AI blitz

    MUMBAI: Pune-based sports tech firm SportsSkill has unveiled plans for global expansion and a gamified training centre that’s set to revolutionise athletic development. It is aiming to democratise high-performance training, making it accessible to anyone with a sporting itch, and the company is  not shy about its ambitions.

    At the forefront of this transformation is the unveiling of SportsSkill’s latest innovation—a state-of-the-art, high-performance gamified training center, the first of its kind. This unique facility seamlessly blends serious training with gamification, offering athletes an immersive experience that enhances fitness, hones technique, and builds competitive spirit—all in a fun, engaging environment.

    Designed to push limits while maintaining peak efficiency and measurable outcomes, the center marks a significant step in delivering real-world, hands-on training to complement the company’s robust digital ecosystem.

    Looking ahead, one of the major milestones for 2025 will be SportsSkill’s expansion into international markets during the second half of the year. This strategic move aims to introduce its advanced, AI-powered sports training application to a global audience. With a strong foundation in India, the company now aims to make high-performance, personalised training accessible to athletes around the world, regardless of location or level of play.

    With its integrated approach that combines on-ground training innovation with digital intelligence, SportsSkill is well-positioned to become a key global player in the evolving sports training ecosystem.

    “We are incredibly excited about what 2025 holds for SportsSkill,” said SportsSkill co-founder Chetan Desai. “The international expansion is just the beginning. Our new gamified center, collaborations with schools, and enhanced R&D efforts are all geared toward one goal: empowering athletes everywhere with the tools they need to perform at their best. This is a huge leap forward in our mission to transform the world of sports training.”

    “Our goal for this year is to bring next-gen sports training to even more athletes,” said Co-founder SportsSkill Abhinav Sinha.“Whether it is through expanding the number of sports available on the app, working closely with educational institutions, or providing a gamified training experience at our new center, we are fully committed to making world-class athletic training accessible to all. Our new B2B2C approach will allow us to scale even faster and offer customized solutions that cater to the unique needs of various sectors in the sports ecosystem.”

    SportsSkill is also doubling down on research and development, adding more sports to its app and sharpening their AI edge. The company is not just aiming to train athletes; the aim is to build a sporting empire, one gamified training session at a time. This isn’t just about fitness; it’s a full-throttle assault on the global sports training market, and SportsSkill is  coming in hot.