ITV

Category: Marketing

  • Baskin Robbins scoops into Italy with new summer gelato sensation

    Baskin Robbins scoops into Italy with new summer gelato sensation

    MUMBAI: Mamma mia! Baskin Robbins is cranking up the cool factor this summer with a deliciously indulgent twist, say ciao to their all-new Italian Gelato Range. The world’s largest QSR ice cream chain, which has been steadily expanding its presence across India, is now bringing a scoop of Italy to Indian palates with artisanal gelatos and decadent sundaes that promise a true taste of the Mediterranean.

    Crafted with premium ingredients and designed to transport you straight to the streets of Rome, the range includes creamy new flavours like Chocolate & Roasted Hazelnut, Mango and Cream, and Blueberry Cheesecake Gelato. If that wasn’t enough to melt your heart, the sundaes such as Berry Me in Cheesecake, Salted Caramel & Brownie, and Cotton Candy Wonderland pile on bold textures and irresistible toppings.

    Graviss Group (Baskin Robbins) CEO Mohit Khattar said, “We’ve cultivated a deep understanding of evolving consumer preferences through consistent market analysis and direct customer feedback. This insight drives our innovation strategy and has enabled us to launch this delightful selection of artisanal gelato scoop flavours and sundaes that offer consumers an elevated dessert experience beyond traditional ice cream. Our ability to anticipate and respond to changing preferences positions us at the forefront of dessert innovation in the Indian market, and we remain committed to delivering premium, innovative experiences year-round to all age groups.”

    Baskin Robbins’ flavourful foray into gelato comes on the back of a strong FY25, where the brand opened its 1,000th store in India and the subcontinent and added 120 new stores in FY24-25. It now boasts a presence in over 290 cities, with its packaged consumer goods and B2B channels, think hotels, multiplexes and restaurants expanding alongside its iconic parlours.

    With double-digit growth projected for FY26, the Italian gelato launch is yet another cherry on top of Baskin Robbins’ dessert empire. Prices for the new range start at Rs 115, and the flavours are already scooping up attention across outlets nationwide.

    For a sweet escape that doesn’t require a passport, Baskin Robbins’ gelato promises la dolce vita, one scoop at a time.
     

  • Birla Opus rolls out the red wall with luxe new designer finish range

    Birla Opus rolls out the red wall with luxe new designer finish range

    MUMBAI: Why settle for beige when your walls can wear a masterpiece? Birla Opus Paints, part of the Aditya Birla Group’s Grasim Industries, has unveiled a stunning new Designer Finish range that brings together artistry, innovation, and a splash of Italian flair. With two premium collections, the Dream and Timeless, the brand is looking to elevate Indian interior design, one textured wall at a time.

    Launched alongside a growing footprint of retail and experiential stores across India, including Mumbai, Gurugram and Lucknow, the Designer Finish collection invites consumers to quite literally feel the difference. The Dream Collection dazzles with 3D patterns and over 150 water-resistant metallic shades, while the Timeless Collection leans into rustic, lime-based finishes inspired by the raw elegance of stone, clay, and marble.

    Commenting on the launch Birla Opus Paints CEO Rakshit Hargave said, “At Birla Opus Paints, we understand that today’s consumers are seeking more than just products; they desire experiences and products that reflect purpose and value. Our aim is not only to redefine creativity with advanced design technology and sustainable solutions, but to also set new standards in interior luxury. At the back of our Paint Studio and franchisee stores launches across India, we’re now presenting consumers with these exquisite finishes inspired from nature’s beauty and Italian artistry that will definitely add a taste of luxury to your home.”

    Each collection offers nature-inspired textures and colour combinations that aim to turn walls into canvas-like statements. Think sea swirls, dreamy clouds, earthy elegance, and handcrafted Italian craftsmanship, all rendered in eco-friendly, low-VOC paints that are as breathable as they are beautiful.

    The Dream Collection boasts 14 nature-themed designs, each available in 10 unique colourways offering a staggering 140 wall-finish variations. Meanwhile, the Timeless Collection brings 12 earthy, artisanal designs to life. All finishes are extra durable, scratch-resistant, and designed to offer a luxury look that lasts.

    The Designer Finish range is currently available at Birla Opus Paint Studios and franchisee stores, with plans to expand to Bangalore, Delhi, Hyderabad, Kolkata, Jaipur, Ahmedabad and Surat. With each new studio, Birla Opus is not just selling paint, it’s inviting consumers into a curated world of interior expression.

    So, whether you’re dreaming of drama or craving calm, there’s now a wall finish that speaks your language because in the world of Birla Opus, your walls do more than just hold up the roof. They make a statement.

  • Shobhit Gaur puts his best foot forward with sock startup The Sock Street

    Shobhit Gaur puts his best foot forward with sock startup The Sock Street

    MUMBAI: There’s a new disruptor on the block, and it’s not in tech, crypto, or AI.

    It’s socks.

    Yes, socks—the humble, often-overlooked foot soldiers of fashion.

    And leading this sartorial rebellion is media industry veteran-turned-entrepreneur Shobhit Gaur, who’s ditching Powerpoint decks for power heels (well, almost) with his new venture ‘The Sock Street’.

    Launched in April 2025, The Sock Street (TSS) isn’t your average ‘pair and spare’ startup. It’s a direct-to-consumer lifestyle brand aiming to turn your toes into trendsetters. With a wild ambition to clock Rs 100 crore in revenue in just two years and open 500 dark stores, Gaur is clearly not here to toe the line.

    “At The Sock Street, we are aiming to be a Global Sustainable organisation and Redefining the Socks industry,” said Gaur. “With this vision, we want to be a 100 Cr company in the next two years. We are not only creating a company we are creating a movement that challenges traditional perceptions of everyday essentials.”

    Joining this sock-powered saga are two seasoned leaders: Udit Mayor as chief executive officer and Saurabh Srivastava as chief business officer. Between them, they bring decades of experience in manufacturing, branding, and digital wizardry. Mayor has been a staple in the sock industry for over 20 years, while Srivastava recently led digital marketing for Popeyes under Jubilant Foodworks.

    “I am honoured to lead The Sock Street into its next chapter of growth alongside a talented team committed to innovation and sustainability,” said Mayor.

    Srivastava echoed the sentiment, saying, “Joining The Sock Street is an incredible opportunity to drive meaningful impact through bold strategies that resonate with customers while building a sustainable future.”

    Gaur, who cut his teeth in media and advertising across Asia for two decades, founded TSS in 2024 with a mission to reimagine socks as bold lifestyle statements—not just footnotes in fashion. Now, as the brand steps into its second year, Gaur is moving into a more strategic role as founder and advisory member, focusing on mentoring his leadership team and steering the overall vision.

    With plans to roll out hundreds of dark stores—those mysterious, hyper-efficient online fulfillment hubs—and a sustainability-first playbook, TSS is shaping up to be a serious player in the lifestyle game. Think fewer boring black pairs, more electric patterns with purpose.

    Mayor, with his manufacturing pedigree, is tasked with scaling the business and making ‘premium men’s socks’ the next big lifestyle flex. Meanwhile, Srivastava will juggle procurement, supply chains, finance, sales, marketing, and production—all while keeping the company’s carbon footprint light and stylish.

    If socks were ever in need of a PR makeover, Gaur and his motley crew are here to give the industry a swift kick up the ankle.

  • Le Méridien checks into Mumbai with runway-ready luxury and charm

    Le Méridien checks into Mumbai with runway-ready luxury and charm

    MUMBAI: Suite dreams are set to land in Mumbai, as Marriott International and The Balwa Group ink a stylish new chapter with the upcoming Le Méridien Mumbai International Airport. Set just two kilometres from the airport, the hotel is slated for a January 2029 debut and promises to blend the city’s creative pulse with the brand’s signature mid-century modern aesthetic. The announcement marks Le Méridien’s grand arrival into India’s financial capital, a destination where tradition tangoes with modernity.

    With 161 sleek rooms and suites on the cards, the hotel will cater to global travellers seeking timeless style and curated experiences. Guests can expect a specialty restaurant, patisserie, and the signature Le Méridien Hub, an elegant reinterpretation of the hotel lobby, where espresso meets aperitifs at the Latitude/Longitude Bar.

    “Le Méridien has always inspired travelers to explore the world in style and savor the good life through the lens of its creative-minded spirit, and what better city to continue this journey than in the lively, ever-evolving city of Mumbai”, said Marriott International regional vice president for South Asi Ranju Alex. “The brand’s mid-century design, captivating spaces and chic, signature programming will offer a distinct stay experience to world travelers visiting the city. This signing marks a strategic step in expanding Marriott International’s lifestyle portfolio across the region, and we are excited to once again collaborate with The Balwa Group, ensuring delivery of the highest standards of hospitality, in line with our values.”

    “We are thrilled to continue our relationship with Marriott International through the signing of Le Méridien Mumbai International Airport,” said The Balwa Group  director and vice president Rafiq Balwa. “This marks the third hotel collaboration between the two groups, following the success of Fairfield by Marriott Mumbai International Airport and the soon-to-open The Ballard – A Tribute Portfolio Hotel. This hotel will be a landmark in our portfolio – combining global design sensibilities with the cultural richness of Mumbai. Le Méridien, a brand known for unlocking the charm of each destination through curated experiences and timeless style, will bring a fresh perspective to Mumbai’s hospitality scene. As we continue to expand our hospitality footprint, we are committed to creating iconic destinations that offer exceptional experiences and reflect our unwavering passion for excellence.”

    The hotel is the third partnership between Marriott and The Balwa Group, following Fairfield by Marriott Mumbai and the soon-to-open The Ballard – A Tribute Portfolio Hotel.

    The hotel will also house a 1,357 sq metre banquet area with expansive lawns and an open-air terrace making it perfect for everything from boardroom huddles to baraats. Leisure seekers can unwind in the open-air pool, spa, or at the fully equipped fitness centre.

    As Mumbai’s skyline evolves, Le Méridien’s arrival is poised to add a new layer of elegance to its hospitality map with a brand that believes the journey should be just as beautiful as the destination.

  • Former JK Tyre and LG Electronics CMO Amit Gujral rolls out Alumvista to give interiors a shiny new edge

    Former JK Tyre and LG Electronics CMO Amit Gujral rolls out Alumvista to give interiors a shiny new edge

    MUMBAI: What do you get when a marketing maven swaps tyres for tiles?

    Apparently, revolutionary aluminium.

    Former JK Tyre and LG Electronics CMO Amit Gujral has pulled the curtain back on his next big act: Alumvista, a design-forward venture that’s here to slim down your interiors and bulk up your aesthetic credibility. Say goodbye to clunky doors and hello to minimalist mastery.

    The brand launched on 7 April 2025 in New Delhi with all the flair of a product drop and the elegance of an architectural gala. With its state-of-the-art manufacturing facility in Najafgarh and a sleek experience centre in the capital, Alumvista is peddling everything from aluminium doors and wardrobes to sliders, shower cubicles and space-saving partitions. And yes, there’s even a magnetic locking system for swing doors, because why not?

    “Is your home a true reflection of you?” asked Alumvista founder & managing partner Gujral. “Alumvista is not just about aluminium profiles; it is about creating a lifestyle. Our goal is to introduce home and office owners to a world where minimalism meets functionality – offering them slim, sleek, durable, and aesthetically superior solutions. With this launch, we aim to set a new standard in Indian interiors, bringing a fresh perspective to modern living and working spaces.”

    Backed by co-founders Sandeep Premsagar Dewan and Ajay Kumar Sharma, Gujral brings 30 years of brand-building mojo into the home and office space. But it’s not just about looking good—Alumvista has substance too. Using the Electrophoresis method (yes, that’s a real thing), the company ensures its aluminium coatings outlive even the most loyal of tenants.

    The launch saw design junkies, architects, and Insta-happy homeowners rubbing shoulders while previewing what could very well become the future of modular India. Swing doors, pocket wardrobes, hidden panels, and posh partitions aren’t just accessories – they’re statements. And Alumvista wants every home and office to shout style.

    “In Bollywood, where every frame is a canvas and every detail tells a story, design is not just aesthetic—it’s emotional. Alumvista brings a refreshing sense of premiumness and precision that resonates with the creative soul of our industry and every home. Its sleek innovation aligns perfectly with the kind of visual storytelling we strive for in cinema,” said Bollywood Projects music director & curator Shameer Tandon.

    With durability, design, and desi sensibility at its core, Alumvista is strutting into India’s interiors game with serious hardware and zero fluff. Gujral’s pivot from brand to build might just be the slickest transition since wall paint became matte.

  • Bose doubles down on Noise, pumps in $20 million

    Bose doubles down on Noise, pumps in $20 million

    MUMBAI:  Noise, the Indian gadget and wearables brand, has received a fresh $20 million injection from Bose Corp, marking a significant vote of confidence in its global aspirations. This second investment follows Bose’s initial backing in December 2023, solidifying their partnership and fueling Noise’s ambition to become a global tech powerhouse.

    “When Bose Corp backs you—not once, but twice—you know you’re onto something,” said Noise  CEO & co-founder Gaurav Khatri. “They came on board last year, backing our vision to push boundaries in audio and wearables. That belief gave us the push to level up. Now, they’ve doubled down with another $20 million investment. A clear sign they believe in what we’re building—out of India, for the world.”

    The new funding, structured as compulsory convertible debentures, will support Noise’s operational expenses, expansion plans, brand visibility, and working capital needs. This investment values Noise at approximately $470 million, a slight increase from its previous valuation.

    Noise, which primarily sells smartwatches and audio devices, reported a revenue of Rs 1,431 crore for the fiscal year ended March 2024. Despite a flat revenue compared to the previous year, the company experienced a net loss of Rs 20.1 crore.

    Bose’s continued investment underscores its belief in Noise’s potential to disrupt the global wearables market. Bose, known for its high-end audio products, brings not only capital but also expertise in product development, user experience, and global market strategy. This strategic partnership aims to accelerate Noise’s growth and enhance its product offerings.

    Noise, founded in 2014, has rapidly grown in the Indian market, competing with brands like boAt and Realme. With Bose’s backing, the company is poised to amplify its reach and establish itself as a major player on the international stage.

  • Treebo inks Accor and InterGlobe deal, aims for budget hotel expansion

    Treebo inks Accor and InterGlobe deal, aims for budget hotel expansion

    MUMBAI:  Treebo Hospitality Ventures has announced a major strategic partnership with global hospitality giant Accor and travel conglomerate InterGlobe Enterprises. The deal grants Treebo an exclusive master license to expand Accor’s ibis, ibis Styles, ibis budget, and Mercure hotel brands across India.

    “Delighted to announce our strategic partnership with global hospitality leader Accor and travel powerhouse InterGlobe Enterprises,” said Treebo  co-founder & CEO Sidharth Gupta. “Growing these brands in India is a huge opportunity and responsibility for us, and we are committed to deliver on the trust that Accor has shown in us.”

    The agreement will see Treebo spearhead the growth of these Accor brands, which collectively represent over 3,500 hotels worldwide. Accor and InterGlobe are also doubling down on their financial commitment, acquiring a “large minority stake” in Treebo.

    Treebo’s core business, Treebo Hotels, focuses on the premium-budget segment, boasting over 600 hotels across 100+ cities in India. The company emphasises technology-driven quality control, aiming to provide affordable and reliable accommodations. This new partnership with Accor and InterGlobe positions Treebo for significant expansion, potentially reshaping the Indian budget hotel landscape.

  • Greaves Electric’s Ampere launches Reo 80, electric scooter aimed at mass market

    Greaves Electric’s Ampere launches Reo 80, electric scooter aimed at mass market

    MUMBAI:  Ampere, the electric two-wheeler division of Greaves Electric Mobility (GEML), has introduced the Reo 80, a new electric scooter designed for widespread accessibility across India. The Reo 80, priced at Rs 59,900, aims to provide an economical and sustainable transportation option for a broad consumer base.

    Greaves Electric Mobility Ltd (GEML) executive director and CEO K. Vijaya Kumar stated, “With the launch of the Ampere Reo 80, we are enhancing the accessibility of electric mobility for customers in India.”

    The Reo 80 features an 80km range on a single charge and operates without the requirement for a license or registration. The scooter includes a colored LCD cluster, LFP battery, front disc brakes, keyless start, dual-tone color options, and alloy wheels. Deliveries are scheduled to commence across India in April 2025.

    GEML  has reported a 52 per cent month-on-month growth in electric two-wheeler sales for March 2025, according to Vahan data. GEML, a subsidiary of Greaves Cotton Ltd  (GCL), focuses on developing and manufacturing electric vehicles. Greaves Cotton, with a history spanning 165 years, is transitioning towards providing comprehensive mobility solutions.

  • K-Beauty favourite Frudia debuts in India via kindlife exclusive launch

    K-Beauty favourite Frudia debuts in India via kindlife exclusive launch

    MUMBAI: K-beauty lovers in India have a fresh reason to celebrate. Frudia, the cult-favourite Korean skincare brand known for its fruit-based formulas, has officially entered the Indian market through an exclusive partnership with kindlife, the fast-growing beauty and wellness platform loved by India’s Gen Z and millennials.

    Derived from the words ‘fruit’ and ‘dia’ (Greek for ‘by’), Frudia blends decades of skincare science with the natural power of fruits. Its signature R Vita W process ensures the integrity of nutrients through low-temperature extraction, offering products packed with antioxidants and skin-reviving ingredients.

    Kindlife founder & CEO Radhika Ghai shared her excitement, “Frudia is the OG of fruit-based skincare and resonates with our vision of making global K-beauty essentials easily accessible to India’s trend-conscious youth. This is just the beginning of a fruit-fuelled skincare revolution.”

    The exclusive India launch features three hero products,

    – Frudia citrus brightening cream (Rs 1,999) infused with citrus extracts for hydration, radiance, and antioxidant protection.

    – Frudia blueberry hydrating honey lip balm (Rs 549) deeply nourishing, with a buttery texture that treats dryness.

    – Frudia green grape pore control serum (Rs 1,799) lightweight hydration with pore-tightening tannins perfect for oily skin.

    With over 1,000 brands and a community of 2.5 million, kindlife continues to shape India’s evolving beauty landscape. As the Korean wave sweeps through skincare trends, this collaboration positions kindlife at the heart of the movement bridging innovation, culture, and conscious beauty.
     

  • Darshan Mehta, luxury retail titan, passes on after sudden heart attack

    Darshan Mehta, luxury retail titan, passes on after sudden heart attack

    MUMBAI: Darshan Mehta, the man who draped India in designer labels, has tragically died at 63, succumbing to a sudden heart attack. The former managing director & chief executive of Reliance Brands Ltd. (RBL), Mehta was a titan of the fashion and retail world, a true pioneer who shaped India’s luxury landscape.

    For over 17 years, Mehta steered RBL, transforming it into a powerhouse that brought more than 90 global brands to India, from Valentino to Versace, Armani to Zegna. He had an eye for style and a flair for deals, bringing in those high end labels that, only he saw would thrive.

    He’d only just stepped down from his executive role in November 2024, shifting into a mentor’s chair at the Reliance Group. But even in a non-executive capacity, he remained a key player, mentoring the new crop of executives and sniffing out new opportunities.

    Before his Reliance reign, Mehta was president of Arvind Brands Ltd., where he was instrumental in crafting India’s early organised apparel retail scene. 

    Known for his sharp wit, strategic mind and an uncanny sense of the markets before any of the trends appeared, he truly was a legend of the Indian fashion scene.

    Mehta’s legacy is immense. He was, in essence, the fashion professional who introduced India to high-end luxury, long before the country was ready for such things. A sad loss for India’s high-street.