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Category: Marketing

  • Shantnu Nikhil’s Piazza Nova celebrates five years of prêt-a-porter panache, with a dash of royal spice

    Shantnu Nikhil’s Piazza Nova celebrates five years of prêt-a-porter panache, with a dash of royal spice

    MUMBAI: Shantnu Nikhil, darlings of the Indian fashion scene, have just celebrated five years of their S&N prêt line with a runway spectacle that had Lakmé Fashion Week buzzing like a hive of very stylish bees. They’ve democratised luxury, they claim, bridging the gap between couture and ready-to-wear, and frankly, who’s to argue when they’ve got 17 stores across eight cities and a website that’s practically bursting at the seams with eager buyers, both local and international.

    Their secret? A blend of heritage and cutting-edge design, appealing to the young and the aspirational. For their anniversary bash, the duo unveiled Piazza Nova, a collection that’s a right proper potpourri of sharp suits, bold printed shirts, and relaxed silhouettes, all with a dash of wide lapels and enough embroidery to make a magpie blush.

    Men’s wear took centre stage, with a sprinkling of women’s wear thrown in for good measure. Think mix-and-match coordinates, jackets that scream “look at me,” and enough sartorial swagger to fill a palace.

    “We wanted to create a platform for personal expression,” said Shantanu Nikhil, “a brand that lets people define luxury on their own terms. Piazza Nova is a celebration of those ‘moment makers’ who’ve used our designs to tell their own stories.”

    And speaking of moments, Ibrahim Ali Khan, looking every inch the royal heartthrob, sashayed down the runway in a sand-coloured bandhgala jacket, slim trousers, and a crisp white shirt, causing more than a few fashionistas to clutch their pearls.

    Piazza Nova wasn’t just a collection of clothes, you see. It was a collection of stories, emotions, and a whole heap of style, blending tradition and contemporary vision like a perfectly mixed cocktail. Shantnu Nikhil have certainly earned their five-year stripes, and they’re showing no signs of slowing down. They’ve built a brand that’s both regal and ready-to-wear, and frankly, it’s a right royal treat.

  • Cineline ditches the bed, makes a blockbuster move with hotel sale cash

    Cineline ditches the bed, makes a blockbuster move with hotel sale cash

    MUMBAI: It’s lights out for Cineline India’s hospitality stint. The film exhibition player has checked out of the hotel biz, and it’s not leaving a tip. In a move that’s more box office than boardroom, the company sold off its Goa-based Hyatt Centric hotel—owned by its arm R&H Spaces Pvt Ltd—for a neat Rs 270 crore. Who bought it? A non-promoter outfit, Sparsh Vidyut Pvt Ltd. Why? To settle scores, crush debt, and go full throttle on movie screens.

    Yes, Cineline is pulling a dramatic plot twist—moving from beds to blockbusters. And here’s the kicker: with this sale, the company has knocked off Rs 120 crore in debt tied to the hotel. But wait, there’s more.

    They’re going for a full clean slate. Cineline will use the remaining funds to pay off Rs 108 crore of debt from its film exhibition business. Translation: zero debt. That’s not just financial discipline—it’s a full financial detox.

    The icing on this celluloid cake? The cash left over is going straight into its first love—cinema. And the ambitions are nothing short of a megahit. Since relaunching the Moviemax brand in April 2022, the company already boasts 77 operational screens and has deals tied up for 82 more.

    Over the past two years, Cineline has been on a selling spree—unloading real estate worth Rs 351 crore, including the Rs 270 crore hotel sale, a Rs 60 crore mall in Nagpur, and two Mumbai commercial spaces for around Rs 21 crore. All roads lead to the box office.

    So what’s next for this reinvigorated, popcorn-powered outfit?

    Let’s talk strategy. The company’s rolling out a three-part script for growth:

    .   Cash is king: With Rs 22 crore annually saved from no more debt servicing, Cineline plans to pump this into screen expansion. It’s also keeping eight cinema properties in its back pocket for future monetisation.

    . Capital-light chic: Cineline aims to keep capex lean by partnering with developers for new screen infrastructure.

    . Share and flair: Future expansions will mostly follow a revenue-share model. Less rent, more freedom.

    CEO Ashish Kanakia didn’t mince words, “We have successfully completed the sale of our hotel asset for an enterprise valuation of Rs 270 Crores, allowing us to fully concentrate on expanding our core film exhibition business. This move will accelerate growth and help expand our market presence through addition of new screens.”

    He added that being debt-free will boost cash flow and allow Cineline to capitalise on the expected box office bounce-back. Cineline has left the hospitality lobby and entered the cinema hall, popcorn in hand and eyes on the marquee.

    So, is this India’s smartest pivot from rooms to reels? Time—and ticket sales—will tell.

     

  • Asus flips the script with Tiger Shroff in high-kick Vivobook campaign

    Asus flips the script with Tiger Shroff in high-kick Vivobook campaign

    MUMBAI: In a plot twist straight out of a Hindi cinema action montage, Asus India has teamed up with India’s youngest action icon Tiger Shroff to give its Vivobook 14 Flip a backflip into the social spotlight. The new campaign, launched on 28 March 2025, is as slick and versatile as Tiger’s workout routines-and that’s saying something.

    This isn’t just another celebrity plug. It’s a power-packed reel that shows Tiger flipping, folding, and sketching his way through the day using the Vivobook 14 Flip—Asus’s shapeshifting laptop designed for multitaskers with main character energy. From reading fan mail in tent mode to sketching in tablet mode, and binge-watching anime in stand mode, Tiger shows off every inch of the laptop’s 360-degree hinge like it’s part of his stunt choreography.

    And the tech specs? As slick as the man himself. The Vivobook 14 Flip features a stunning OLED touchscreen, AI-enhanced software, and adaptive performance tools like active noise cancellation and real-time image optimisation. It starts at Rs 96,990 and is available via Asus E-shop, exclusive stores, and multi-brand retail outlets.

    “The Asus Vivobook 14 Flip is crafted for those who live dynamic, multifaceted lives. Partnering with Tiger Shroff, whose energy and versatility inspire millions, allows us to showcase how this device empowers users to excel in every mode—be it work, creativity, or entertainment. This campaign celebrates adaptability and performance, and we’re excited to bring it to life with Tiger,” said Asus India systems group, consumer PC & gaming, product and marketing head Paramjeet Singh.

    Tiger was equally pumped, “As someone who’s always on the move, I need a laptop that can keep up with my active lifestyle. The Asus Vivobook 14 Flip, with its incredible flexibility and power, fits perfectly into my life. Whether I’m reading fan mail, sketching ideas, or unwinding with anime, it’s got me covered. I’m thrilled to team up with Asus to show how this laptop lets you flip into any mode effortlessly!”

  • Types of Business Insurance You Should Have if You Own a Commercial Fleet of Tractors

    Types of Business Insurance You Should Have if You Own a Commercial Fleet of Tractors

    Logistics, construction, and agricultural businesses need tractors for seamless business operations. Having a commercial fleet of tractors makes it easier to run the business, but owning tractors also comes with a burden. To reduce risk, it is necessary to cover your fleet of tractors with appropriate business insurance.

    Since work can be interrupted due to accidents or machinery failure, appropriate business insurance can save you time and money. Keep reading to learn about the essential business insurance policies that all commercial fleet owners should have to ensure the safety of their tractors and their users.

    Must-have Business Insurance for Individuals Owning Commercial Fleets of Tractors

    Accidents and several other unfortunate events are bound to happen while running a commercial fleet of tractors. Business insurance covers these events regarding tools and vehicles used in the business. While there are many types of insurance to secure your commercial tractors from the associated risks, here are some of them:

    1.  Commercial Tractor Insurance

    According to the Motor Vehicle Act of 1988 provisions, vehicles purchased for business purposes must be insured through commercial vehicle insurance . This type of insurance is intended for companies that use tractors to conduct business activities.

    Through this policy, your tractor will be insured against several risks, ensuring that in case of an accident, you will not have to bear the costs involved.

    The following are the key features of commercial vehicle insurance:

    ●    Third-party Liability Coverage:It covers the business against third-party property damage or physical injury caused by the insured tractor while the tractor is on a public road.  
    ●    Own-damage Coverage: This policy covers the costs of repairs if your tractor is in an accident (the fault of a policyholder is irrelevant), is damaged by natural elements, a fire, or vandalism.  
    ●    Theft Protection: This is insurance coverage in case your tractor is stolen, and you are compensated for the loss.

    Getting commercial vehicle insurance for your fleet is important, as it protects the fleet from monetary loss in case something untoward happens.

    2.  Comprehensive Coverage

    Although a basic insurance policy for commercial vehicles provides coverage against thefts, accidents, and third-party damages, comprehensive coverage is there to offer more. It offers protection against wider skirts from any unknown risks.

    When a fleet owner takes out this policy, they know that its coverage encompasses a broad spectrum of risks and is broad in cases such as damage by possible natural calamities and the vandalism caused.

    Here are some of the key features of a comprehensive business insurance policy:

    ●    Protection Against Natural Calamities: Comprehensive coverage protects your tractors from damages caused by natural disasters such as floods, earthquakes, storms, and lightning.  
    ●    Accidental Damage:This covers incidents not involving other vehicles, such as if falling objects, such as trees or debris damage your tractor.  
    ●    Fire Damage: If your tractor is caught in a fire, this policy will cover the cost of repair or a replacement if the vehicle is beyond repair.  
    ●    Personal Injury Coverage:It protects against medical expenses and other liabilities if the driver or anyone involved in an accident is injured.  
    ●    Natural Disasters: Commercial tractor insurance covers damage to your vehicle caused by natural calamities like floods, earthquakes, etc.

    Comprehensive coverage is excellent for business owners who want to protect their fleet from common and rare risks.

    3.  Fleet Insurance

    For businesses operating multiple tractors, fleet insurance is an efficient and cost-effective way to protect their entire fleet under one policy. With fleet insurance, all their vehicles, whether trucks, tractors, or other commercial vehicles, are covered under a unified insurance policy.

    Key features of fleet insurance include the following:

    ●    Cost-effective:Fleet owners can often save on premiums compared to insuring each tractor individually by insuring multiple vehicles together.  
    ●    Easy Management: You only need to manage one policy, reducing administrative complexity.  
    ●    Customisable: Fleet policies are flexible, and you can tailor coverage to meet the specific needs of each tractor in your fleet, depending on its usage.

    Fleet insurance is particularly useful for large-scale operations, offering simplicity and savings for businesses with many vehicles.

    4.  Machinery Breakdown Insurance

    Like all heavy machinery, tractors are susceptible to breakdowns over time due to wear and tear or mechanical failure. Equipment breakdown insurance helps cover the cost of repairs and maintenance for your tractors in case of unforeseen breakdowns.

    This coverage can be critical for keeping your operations running without expensive disruptions.

    Check out what it covers:

    ●    Mechanical Failure: If your tractor breaks down due to mechanical or electrical failure, this insurance covers repair costs.  
    ●    Spare Parts: This covers the cost of replacing the parts necessary to get your tractors back in operation.

    This coverage is a safeguard against costly repairs and operational delays for businesses that rely heavily on their tractors for day-to-day operations.

    5.  Cargo Insurance

    If your tractors are used for transporting goods, cargo insurance is a critical policy to protect the goods in transit. Whether you’re transporting agricultural products, construction materials, or other freight, cargo insurance will cover the costs in case of loss, damage, or theft.

    Here’s what is covered under this insurance policy:

    ●    Theft: If the cargo you’re transporting is stolen, cargo insurance will compensate you for the loss.  
    ●    Damage During Transit:It covers the damage or destruction of goods caused by accidents, fire, or rough handling during transit.  
    ●    Loss of Goods: If the cargo is lost or destroyed beyond recovery, this insurance will help mitigate the financial loss.

    Cargo insurance protects the goods being transported by your tractors, keeping your business financially secure in case of accidents.

    Managing a commercial fleet of tractors involves significant risks and responsibilities. The right business insurance policies can protect your assets, employees, and operations from financial losses due to accidents, breakdowns, liability claims, etc.

    To ensure comprehensive protection, it is crucial to have a combination of commercial vehicle insurance, comprehensive coverage, liability insurance, and workers’ compensation policies. By working with an experienced insurance provider, you can customise a plan that fits the specific needs of your tractor fleet.  
     

  • First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    First glance leaves a glow as Mrunal Thakur becomes the face of Dyna

    MUMBAI: Mrunal Thakur is all set to make first impressions even more striking this time, as the face of Dyna. The premium beauty soap brand has roped in the movie actress as its brand ambassador for the latest campaign, “Pehli Jhalak Kare Khoobsurat Asar” (First Glance Leaves a Beautiful Impact). And much like Mrunal’s journey from television to the big screen, Dyna, too, is stepping into a new era of premium skincare.

    The partnership is a strategic move for Dyna, a brand known for its 76 per cent TFM Grade 1 soap with 0 per cent fillers marking it as a superior choice in the beauty segment. With a growing demand for indulgent skincare that doesn’t compromise on quality, the brand aims to reinforce its position as the go-to beauty soap for those who prioritise both nourishment and elegance.

    “Mrunal Thakur represents everything Dyna stands for grace, poise, and timeless beauty. Her journey from television to Bollywood mirrors our brand’s evolution, making her the perfect ambassador. We are excited about this collaboration and believe it will elevate Dyna’s appeal among beauty-conscious consumers,” said Anchor Consumer Products director Karan Shah.

    “I am thrilled to partner with Dyna, a brand that truly understands the essence of beauty and confidence. The new campaign beautifully captures the magic of first impressions, and I love how Dyna empowers women to feel their best every day. It’s an exciting journey, and I’m looking forward to being a part of it,” said Mrunal Thakur.

    Directed by Uzer Khan and produced by 30Sec of Fame, Dyna’s latest TVC showcases Mrunal as the epitome of effortless beauty, leaving a lasting impact wherever she goes. The visual narrative seamlessly ties into the brand’s tagline, reinforcing the idea that true confidence begins with the right skincare.

    To amplify the campaign, Dyna will roll out extensive promotions across television, digital platforms (Youtube, Instagram, Facebook, and OTT), in-store branding, and influencer collaborations. Mrunal’s presence will also extend to product packaging, reinforcing her connection with the brand at every touchpoint.

    With a blend of premium elegance and sustainability thanks to recyclable packaging Dyna’s latest campaign is more than just about beauty; it’s about embracing confidence with conscious choices. As the brand expands its footprint across modern trade, general trade, and e-commerce, this partnership with Mrunal Thakur is set to make waves, proving that the first glance really does leave a lasting glow.

  • De Beers unveils unique second piercing ritual to boost diamond demand

    De Beers unveils unique second piercing ritual to boost diamond demand

    MUMBAI: De Beers Group has introduced an innovative gifting occasion to enhance the appeal of natural diamonds among younger consumers—the second ear piercing. Rooted in India’s traditional and modern rituals, this initiative seeks to strengthen consumer connections with natural diamonds.

    The centrepiece of this campaign is the ‘Love, From Dad’ collection, designed to honour the unique bond between fathers and daughters. De Beers Group envisions this as a symbolic milestone—a daughter’s decision to get a second piercing representing her independence, marked with a timeless diamond gift from her father.

    To expand its reach, the programme is integrated into the Indian Natural Diamond Retailer Alliance (INDRA), launched earlier this year in collaboration with the Gem & Jewellery Export Promotion Council (GJEPC). Retailers who register at www.indraonline.in can access and customise campaign materials, attend virtual training on natural diamonds, and utilise INDRA’s WhatsApp platform for seamless engagement.

    De Beers India MD Amit Pratihari remarked, “With the innovative ‘Love, From Dad’ campaign, De Beers continues to promote the unique qualities and desirability of natural diamonds, reinforcing their status as the ultimate symbol of enduring love and meaningful rituals. This program not only strengthens consumer connections to natural diamonds, but also provides retailers with a strategic platform to enhance their offerings during the festive season and beyond.”

    To further support Indian consumers, De Beers has launched a dedicated website, www.adiamondisforever.in, providing information on natural diamonds, a curated selection of diamond stud earrings for second piercings, and a store locator for participating retailers.

    The campaign employs a comprehensive, multi-lingual approach spanning television, print, OOH, radio, influencer marketing, and social media, ensuring deep consumer engagement. Conceptualised and executed by 82.5 Communications, it aims to highlight the special father-daughter relationship through storytelling that resonates across diverse audiences.

    82.5 Communications executive creative directors – south Sangeetha Sampath and Ravikumar Cherussola commented, “Relationships and diamonds have always been a rich space to explore. Our task was to identify a fresh take in this space. The world sees teenagers in a stereotypical way. But the dad sees his young teenager as an adult-in-training. Her overflow of emotions is a part of growing up, while she is figuring who she is and isn’t, like when she wants a second ear piercing. This campaign is a faithful portrayal of this dad-teenage daughter relationship.”

    Rolling out just ahead of the festive season, the ‘Love, From Dad’ campaign aims to establish natural diamonds as the perfect expression of love and celebration. 

  • How storytelling paints a profitable picture for brands: Ficci Frames

    How storytelling paints a profitable picture for brands: Ficci Frames

    MUMBAI: Once upon a brand… In a world flooded with content, the magic of storytelling remains the ultimate spell to captivate audiences and cash in on consumer loyalty. 

    At the launch of the M&E report Ficci Frames 2025, industry titans came together to discuss the growing influence of curated storytelling in advertising, proving that a well-told narrative isn’t just about selling a product, it’s about building a brand that lives in people’s hearts and minds.

    With television and OTT platforms continuing to dominate audience engagement, storytelling has evolved into a strategic art form, transforming advertisements from mere promotions into cultural touchpoints. Whether in entertainment, sports, or news, audiences forge deep emotional bonds with stories, elevating characters into household names and making brands an intrinsic part of their daily lives.

    Moderated by Madison Media & OOH group CEO Vikram Sakhuja, the panel featured industry leaders: Ajit Varghese (JioStar), Prasanth Kumar (GroupM), Ashwin Moorthy (Godrej Consumer Products Ltd ), and Ashish Sehgal (Zee Entertainment Enterprise Ltd.). Together, they dissected how brands can maximise the power of storytelling to boost engagement, drive conversions, and optimise their return on media investments.

    The panelists agreed on one fundamental truth: storytelling isn’t just about visibility, it’s about relatability. In today’s digital landscape, where consumers are bombarded with advertisements, the challenge isn’t just to be seen but to be remembered. The secret? Emotionally resonant narratives that seamlessly integrate brand messaging into content that audiences already love.

    “The most impactful ads don’t feel like ads at all,” said Ajit Varghese. “They are stories that resonate, narratives that connect, and moments that become part of popular culture.”

    Prasanth Kumar echoed this sentiment, explaining that consumer trust is no longer built on frequency alone but on emotional relatability. “You can buy eyeballs, but you have to earn loyalty,” he pointed out, emphasising the importance of crafting stories that entertain rather than interrupt.

    With digital fatigue setting in and audiences gaining more control over what they watch and how they engage, traditional advertising tactics are losing effectiveness. This is where professionally curated storytelling steps in, offering brands a way to naturally embed themselves into content without disrupting the viewing experience.
    It’s no coincidence that brands that invest heavily in storytelling are also the ones driving stronger consumer recall and, ultimately, better business. With OTT platforms enabling hyper-personalised targeting, advertisers are no longer casting a wide net but rather crafting messages that resonate with specific audience segments.

    “The beauty of curated storytelling is that it allows for a seamless blend of brand messaging within content that audiences already love,” said Ashwin Moorthy. “It’s not about pushing a product; it’s about making it an organic part of the consumer’s experience.”

    This shift is evident in the way brands are reimagining their advertising strategies. Instead of simply placing an ad between episodes, brands are now becoming part of the narrative itself. From cleverly placed product integrations in OTT series to brand-led storytelling that feels like high-quality entertainment rather than a sales pitch, advertisers are realising that the most effective marketing doesn’t feel like marketing at all.

    And the numbers back it up. A well-executed brand story doesn’t just build awareness, it drives action. Whether it’s increased purchase intent, higher engagement, or stronger customer retention, storytelling delivers tangible returns. As ad spends increasingly tilt towards premium content collaborations, brands are moving away from traditional formats and investing in innovative, immersive narratives that blur the lines between content and commerce.

    Looking ahead, the advertising industry is undergoing a seismic shift. Gone are the days when commercials were an unwelcome interruption. Today’s audiences demand content that is engaging, relevant, and seamlessly integrated into their viewing experience. The most successful brands will be those that adapt to this new reality, using storytelling to create experiences rather than just advertisements.

    Ashish Sehgal summed it up perfectly: “Tomorrow’s best ads will not feel like ads. They will be experiences, seamless, engaging, and deeply personal.”

    The panel also touched on the growing importance of trust and credibility in advertising. With misinformation and ad fatigue on the rise, consumers are becoming more discerning about the content they engage with. This places a greater responsibility on brands to ensure that their storytelling is not just compelling but also ethical and authentic.

    For advertisers, the message is clear: investing in storytelling is no longer optional, it’s essential. In an era where consumers can skip, mute, and scroll past traditional ads, the brands that win will be the ones that weave themselves into the narratives people love.

    As the session wrapped up, one thing was certain, whether on TV, OTT, or digital platforms, the future of advertising belongs to those who tell the best stories. Because at the end of the day, great marketing isn’t just about selling a product. It’s about making people believe in a story and wanting to be part of it.

  • 7UP and Spotify spice things up with sonic flavour boost

    7UP and Spotify spice things up with sonic flavour boost

    MUMBAI: 7UP, is now aiming to ignite taste buds with its “7UP Spiceit Playlist,” a collaboration with Spotify that marries science and sound. It’s a sensory assault designed to crank up the spice factor in your favourite fiery dishes.

    Backed by research from Oxford University’s Charles Spence, the playlist leverages specific musical frequencies to amplify the perception of heat. “We’re not just selling a drink; we’re selling a spicy symphony,” says shailja joshi, category lead, cola and flavours, pepsico india. “And 7UP’s the perfect cool-down after the sonic spice explosion.”

    7UP has enlisted music maestro Anirudh Ravichander, who stars in a digital campaign film that’s as much a visual feast as it is an auditory one. “Music can amp up anything,” Ravichander quips in the film. “Even the heat of a vindaloo.”

    “This isn’t your average playlist,” says Spotify india director of sales Sanketh Garimella, “It’s a full-blown sensory experience, a collision of refreshment and rhythm.”

    The campaign, conceptualised by Leo India, will be blasted across TV, digital, and social platforms, with limited-edition 7UP packs featuring qr codes for instant playlist access. “We’re turning every meal into a multi-sensory mosh pit,” says Leo south Asia chief creative officer Vikram Pandey.

    So, whether you’re tackling a tandoori inferno or a chilli-laden curry, 7UP and Spotify are promising to crank up the heat, and then cool you down. “It’s a spicy sonic boom,” concludes Joshi. “And 7UP is the aftershock of refreshment.”

  • Mcdonald’s builds blocky buzz with Minecraft Movie Meal

    Mcdonald’s builds blocky buzz with Minecraft Movie Meal

    MUMBAI: Mcdonald’s India north and east is digging deep into the digital realm, teaming up with Warner Bros to launch the Minecraft Movie Meal. Forget your standard Happy Meal; this is a block-party in a box, a pixel-perfect fusion of fast food and virtual adventure.

    Inspired by the upcoming “A Minecraft Movie,” the meal boxes are a cheeky nod to fans who’ve been building virtual Mcdonald’s restaurants in their Minecraft worlds for years. Gen Alpha and Gen Z are the targets, with Happy Meals and medium meals packing limited-edition Minecraft-themed boxes and collectible trading cards.

    We keep looking for ways to bring our customers closer to the things they love. The Minecraft Movie Meal is an exciting fusion of gaming and food, designed to spark creativity and adventure for both Gen Z and Gen Alpha. With its pixel-inspired packaging and bold flavors, this collaboration transforms mealtime into an immersive experience, much like the game itself. Just as Minecraft empowers players to build and explore, this meal encourages our fans to ignite conversations and craft unforgettable memorable moments with friends and family over their favorite McDonald’s treats” said Mcdonald’s India managing director Rajeev Ranjan.

  • Zeiss focuses on the future, launches Specslounge.com for opticians

    Zeiss focuses on the future, launches Specslounge.com for opticians

    MUMBAI: Zeiss India, has launched Specslounge.com, a cheeky omni-channel e-commerce platform designed to give its optician partners a digital leg-up. The platform’s all about seamless online transactions, bringing the future of optical retail into sharp focus.

    It’s a strategic wink to its B2B partners, offering a slick online avenue for frame and lens orders. “We’re not ditching the opticians, just giving them a digital makeover,” said Rohan Paul, head of vision care at Zeiss India and neighbouring markets. “Think of it as a lead generator, a sales booster, a bit of digital viagra for their business.”

    Specslounge.com aims to bridge the gap between online convenience and in-store expertise. Customers can browse and order online, but the all-important eye tests, frame fittings, and expert consultations remain firmly in the hands of the local optician. “We’re not replacing the human touch, just giving it a digital handshake,” Paul clarifies.

    “It’s about empowering our partners, giving them the tools to thrive in a digital world,” Paul adds. “And let’s face it, who doesn’t want their specs delivered with a click?”