Category: Marketing

myTrident Partners with Bigg Boss Season 18 for home textile collaboration

Mumbai: myTrident, the home décor and luxury textiles, makes history by partnering with one of India’s most iconic reality shows, Bigg Boss Season 18, as the official home décor partner. In a groundbreaking collaboration, myTrident’s exclusive range of luxury bedding, and home textiles will elevate the entire décor of the Bigg Boss house, adding an unmatched level of sophistication and style.

For the first time, Bigg Boss has collaborated with a home textile brand, allowing myTrident to take centre stage in transforming the interiors of the house. The brand’s signature offerings—ranging from plush bedding to luxurious terry towels—will not only be displayed prominently but will also be integrated into the daily lives of the contestants. With a dedicated premium queen-sized bed and other key installations, myTrident’s influence will be felt in every corner, giving viewers a taste of the ultimate in-home décor luxury.

Setting a New Standard in Reality TV Décor

This association marks a pivotal moment for myTrident, as it steps into the spotlight during India’s most-watched reality show. By aligning with Bigg Boss, a powerhouse in pop culture and entertainment, myTrident positions itself to captivate millions of households, making an impression just in time for the festive season.

“We are beyond excited to partner with Bigg Boss for the first time,” said Neha Gupta Bector, Chairperson of myTrident. “As a brand rooted in luxury and comfort, this collaboration allows us to highlight how our premium home décor collection can elevate any space. The Bigg Boss house serves as the perfect canvas to highlight the elegance and sophistication our products bring, inspiring viewers across India.”

An Immersive Experience Beyond the Screen

myTrident’s presence in Bigg Boss goes beyond aesthetics. Contestants will experience the brand’s luxurious terry towels and bedding every day, while audiences at home witness how these products can transform the look and feel of a space. This immersive product integration will be further amplified through strategic TV commercials and digital activations, making the brand’s ethos of comfort and sophistication a consistent part of the viewing experience.

Pavitra KR, Revenue Head, Colors (Viacom18), shared, “Bigg Boss is at the heart of India’s entertainment ecosystem, setting trends and creating cultural moments. Its expansive reach and presence across television, digital, and social platforms ensures that our partner brands achieve exceptional visibility and interaction with diverse consumer groups. Through our innovative brand placements, we naturally integrate partners into the narrative of the show, significantly boosting brand prominence. We’re excited to welcome myTrident as our first home décor partner, marking a significant milestone as they bring their luxury textile range to the Bigg Boss house, transforming its interiors and enriching the contestants’ living spaces.”

As the season unfolds, myTrident’s products will serve as a visual focal point in the Bigg Boss house, enhancing not only the living environment for the contestants but also creating aspirational décor ideas for millions of viewers.

October 14, 2024

87 of India’s best modern marketing campaigns honored at MMA Smarties

Mumbai – MMA Global India unveiled the winners of the 13th edition of Smarties India 2024 at a glittering gala event in Mumbai on 11 October, recognizing the country’s most impactful and innovative marketing campaigns. These campaigns have demonstrated exceptional creativity, strategic brilliance, and measurable business impact across various industries. With 87 total metals given including 10 most prestigious industry awards, SMARTIES India continues to set new benchmarks in marketing excellence.

SMARTIES winners are ranked on the Business Impact Index developed in collaboration with WARC, which highlight the top brands, agencies, publishers, media agencies etc per the true business impact they created through their campaigns. Winners are also now certified in partnership with RECMA, the leading media agency research organization, ensuring that they are recognized in globally acclaimed platforms.

This year’s awards showcased outstanding work across diverse categories ranging from FMCG, OTT, retail, BFSI to technology, B2B and more. Among the top categories this year were AI Marketing, Connected TV, Creator/Influencer Marketing, Brand Experience and emerging tech categories all reflecting the industry’s rapid shift towards technology-driven and consumer-centric strategies.

MMA APAC & Global Head, CEO Rohit Dadwal shared: “It’s always inspiring to see how creativity and data can come together to create truly remarkable campaigns. This year’s SMARTIES winners have done just that, embracing AI and new technologies to deliver results that speak for themselves. Congratulations to all the winners, and a big thank you to our jury chairs, jury and screeners for their hard work and dedication. As we recognize these achievements, I’m reminded of the critical importance of continually innovating and adapting in today’s fast-paced marketing landscape.”

Grand Unveil of Smarties musical logo or ‘Mogo’

MMA Global India also established the sonic identity of Smarties worldwide by launching the official Smarties musical logo or ‘mogo’ at the Gala. It was unveiled with a delightful performance by Rajeev Raja, and the mind behind the MMA-member company BrandMusiq that helped create the mogo. Not only does the mogo have a catchy ring to it, but also strong resonance with the distinguished values that Smarties represents. It drives the Smarties ethos of marketing excellence back home, and was very well received by the audience with its dynamic and impactful launch.

Key partners for the event included ShareChat & Moj, Silverpush, Glance Advertising, Blis, Hybrid, and Storyboard18, amongst more.

10 Industry Awards Given

SMARTIES honored top performing brands, agencies and companies across categories recognising them as industry wins of the year.

Grand Prix / Best in Show – Gatorade Turf Finder

Most Resilient Brand of the Year – Olay

Advertiser of the Year – Mondelez India Foods Pvt. Ltd

Brand of the Year – Cadbury Celebrations

Publisher of the Year – Amazon Ads

Media Agency of the Year – Wavemaker India

Creative Agency of the Year – Leo Burnett India

Digital Agency of the Year – Interactive Avenues & Performics India

Holding Agency Company of the Year – WPP India

The jury was led by three esteemed jury chairs – Shailendra Katyal, Managing Director of Lenovo; Deepika Bhan, President – Packaged Foods, Tata Consumer Products; and Rohit Bhasin, MMA India Board Member; President, Head – Affluent, NRI, Business Banking and CMO, Kotak Mahindra Bank.

Tata Consumer Products president – Packaged Foods, & Smarties Jury Chair Deepika Bhan said: “As a jury chair, it was a privilege to witness the extraordinary caliber of work submitted. In an era where innovation and consumer engagement are key, these campaigns showcased the true potential of creativity combined with data to drive significant business results in the FMCG sector.”

Key Trends Highlighted in Smarties India 2024:

1 AI Marketing & Connected TV: These emerging categories saw a remarkable number of entries, indicating the industry’s growing focus on leveraging AI and new media to drive marketing innovation.

2 Retail Media: As retail media continues to evolve, the winning campaigns demonstrated how brands are tapping into phygital experiences and omnichannel strategies to connect with consumers in meaningful ways.

3 Creator/Influencer Marketing: This category remained a magnet for creative excellence, with campaigns that effectively engaged niche communities and built authentic connections through influencers and celebrities.

MMA Global India Country Head and BOD Member Moneka Khurana shared her thoughts:
“Congratulations to all the winners of SMARTIES India 2024. The campaigns we’re celebrating are truly shaping the future of marketing excellence. Each winner showcases the very best of not only creativity and innovation but true business impact. At MMA, we’re committed to a future proof showcase of campaigns that empower marketers and brands to continue driving digital maturity and transformation at scale in our rapidly evolving industry.”

The gala was preceded by Smarties Unplugged to decode the future of marketing excellence witnessed within the work submitted at Smarties, a pre-gala conference that saw thought leaders discussing AI marketing, creative tech, and the evolving consumer mindset in the digital age. It was a day well spent with sessions and masterclasses that inspired attendees with actionable insights on shaping the future of marketing.

Jury Highlights

Lenovo & Smarties Jury Chair, managing director, Shailendra Katyal remarked: “Judging the SMARTIES entries this year reinforced the importance of integrating technology into every aspect of marketing. The winning campaigns stood out for their ability to seamlessly blend creativity and technological advancements, especially in categories like AI Marketing and Connected TV. These campaigns represent the future of marketing excellence and set high standards for the year to come.”

The diverse pan-industry selection jury comprised leaders from Havas Media, Lionsgate Play, FCB, Jio, Domino’s, Abbott, Flipkart, WPP, Dentsu, Mindshare, Niti Aayog, Times Network, LoveChild by Masaba, Zee5, Genpact, amongst many.

The final set of deliberations spread over a 3-day enriching jury meet to decide on the metals by our marketer-only jury comprising diverse categories represented by marketers from Myntra, Hindustan Unilever, Tata, HDFC, Marico, Aditya Birla Group, Pepsico, MakeMyTrip, Godrej, Castrol, Wipro, Nivea, Perfetti, Leela, Hershey, HP, amongst more; with Kantar, serving as the official jury observer, ensuring the highest standards in evaluation.

Embed: Explore the full jury roster here.:

Here are the winners:


Award Sub Category	Gold	Silver	Bronze
PURPOSE DRIVEN MARKETING
Brand Purpose / Activism	Gatorade Turf Finder – PepsiCo (Leo Burnett India)	Meet AI-SHU – P&G (PG One)	YiPPee Create Magic – ITC Ltd (Interactive Avenues)
Social Impact Marketing	LULUMELON EOSS – HDFC Bank (FCB Kinnect)	Castrol Pragati Ki Paathshaala – Castrol (Mindshare India)	Google Search “Bolne Se Sab Hoga” – Google Search (EssenceMediacom) & Gatorade Turf Finder – PepsiCo (Leo Burnett India)
Diversity & Inclusion	Meet AI-SHU – P&G (PG One)	EatQual Colours – Hardcastle Restaurants (DDB Mudra)	Google Search “Bolne Se Sab Hoga” (EssenceMediacom) & #ItAllStartsWithAName – Tata Starbucks (Wavemaker India)
MARKETING IMPACT
Brand Experience	Gatorade Turf Finder – PepsiCo (Leo Burnett India) & Cadbury Silk Story of Us – Mondelez India (Wavemaker India)	NA	Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India)
Instant Impact / Promotion	ITC Masterchef’s Snacking Revolution – ITC Ltd (Performics India)	The RAZORPRENEUR Challenge – Bombay Shaving Company (Revolio) & Halloween Hacks – Perfetti Van Melle (Wavemaker India)	KitKat – Snap In Half – Nestle India (Eleve Media)
Customer Journey Marketing	A surprise for 8 Billion People – Mondelez India (Wavemaker India)	LEGO launches lifted market share – LEGO & Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India)	SIWO: Turning speechless India into Playful India – Mondelez (Wavemaker India)
Product and / or Service Launch	Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India) & CaratLane Service Launch – CaratLane (BBH India)	NA	LEGO launches lifted market share – LEGO
Real-Time Marketing	Ghar Ek Mauka Ek – UltraTech Cement (Mindshare India)	Thums Up Utha Apni Side Bata – Coca-Cola (EssenceMediacom)	Gatorade: Turf Finder – PepsiCo (Spark Foundry Publicis Media)
Small Budget Big Impact	Gatorade: Turf Finder – PepsiCo (Spark Foundry – Publicis Media)	Innovative Use of Paid Search – Tata Motors Commercial Vehicles (Havas Media India Private Limited)	Pediasure: Nurturing Healthy Growth for Children – Abbott Healthcare Pvt Ltd (Starcom)
IMPACT MEDIA
Omnichannel Marketing	Oreo Bola Mat Bol (Oreo says don’t jinx it) – Mondelez India (Wavemaker India)	Your Stage; Your Story – Coca-Cola India (EssenceMediacom)	#ThisAdIsMyStore Lights Up Diwali for Homepreneurs – Mondelez India (Wavemaker India)
Cross Digital Media Marketing	Cadbury 5Star Nothing University – Mondelez India Pvt. Ltd. (Wavemaker India)	SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India)	When India had its #fingerscrossed!- Nestle India (Zenith Media) & Truly ‘Open’ By Axis Bank Axis Bank (Performics India)
Social Media Marketing	When GenZs took a breaking love break! – Nestle India (Zenith Media)	Offline (OOH) to Online (Social) Search Movement – Google Search (EssenceMediacom)	Squeezing back the summer fun – PepsiCo India (Leo Burnett India)
Creator / Influencer / Celebrity Marketing	Every cricket enthusiast will play on Dream11 – Sporta Technologies (Wavemaker India)	Karan ‘Badtameez’ hai_Amazon miniTV show launch – Amazon miniTV (SoCheers) & Doctors Day – Hopes restored, heroes honoured – Sun Pharmaceuticals (Wavemaker India)	How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India (Wavemaker India)
Gaming, Gamification & E-Sports	4th Umpire – Britannia Industries Ltd (Schbang)	Multi-Screen Reality drives dividend for Domex – Hindustan Unilever (Mindshare India)	ConFUSEing Controller -Game On, Parents Off: The S – Mondelez India (Wavemaker India)
EMERGING TECH MARKETING
Data Insights / Contextual Marketing	Gatorade Turf Finder powered by Google Maps – PepsiCo India Holdings Pvt Ltd (Leo Burnett India)	India’s 1st Voice Enabled brand experience on OTT – Google Search (EssenceMediacom)	Aashirvaads Data-Driven Approach to Premiumization – ITC Ltd (Performics India) & Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India)
Connected TV	Castrol MAGNATEC – Gaadi Chalao, Tractor Nahi – Castrol India (Mindshare India)	Banega Toh Badhega India – AsIndiaBuildsIndiaGrows – UltraTech Cement Ltd (Mindshare India)	Fire TV Drives Brand Uplift for a L’Oréal Launch – L’Oréal (Wavemaker India)
Programmatic	#MyBirthdaySong a Personalized AI Symphony – Mondelez India Pvt. Ltd. (Wavemaker India)	Maa’s Message – A Divine AR Intervention – Unilever (Mindshare India)	1947 per cent more history – Britannia Industries Ltd (Talented Agency)
E-COMMERCE MARKETING
Integrated Ecommerce Innovation & Live Streaming	NA	LEGO launches lifted market share by 53 per cent @23X RoI – LEGO & Building EV category on Amazon: Achieving 77x ROAS – Hero MotoCorp.)	Engaging Baby Audiences: Baby & Toddler Store – Himalaya Wellness Company
O2O / New Retail / Innovative & New Tech Sales Channels	Co-creating festive campaigns on Quick Commerce – Mondelez India Foods Pvt. Ltd. (Wavemaker India)	Blinkit Single Mode x Erase Valentine’s Day – Mondelez India Foods Pvt. Ltd. (Wavemaker India)	Reshaping the EV landscape – Matter EV (Flipkart)
CREATIVE
Customer (CX) / User Experience (UX) & Design	Cadbury Silk Story of Us – Mondelez India Pvt. Ltd. (Wavemaker India)	Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)	Ultimate Gaming SetUp: A Multi-Brand Success Story – Intel
Personalization	Royal Stag: A Billion Films for a Billion Fans – Pernod Ricard India Private Limited (Wavemaker India)	SIWO: Turning speechless India into Playful India – Mondelez India (Wavemaker India)	NA
Short or Long Form Video	How Cadbury 5 Star ‘Erased’ Valentine’s day – Mondelez India Pvt. Ltd. (Wavemaker India)	Meet AI-SHU – Your New STEM Mentor – P&G (PG One)	Google Search – Dhoondege Toh Milega – Google India (Toaster India) & Castrol MAGNATEC – The Bombay Journey – Castrol (Mindshare India)
AI MARKETING
AI-Powered Audience Engagement	Join The Copverse – Prime Video’s AI adventure – Amazon Prime Video (Interactive Avenues)	Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)	#Riseupfrombeingfriendzoned with Pepsi – PepsiCo (Spark Foundry, Publicis Media)
Innovative Use of AI in Advertising	Dark Fantasy – Biting into a million fantasies – ITC Ltd. (Interactive Avenues)	Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India)	1947% more history – Britannia Industries Ltd (Talented Agency) & Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers)
AI-Driven Creative Excellence	Personalizing Celebrations with AI #MyBirthdaySong – Mondelez India Pvt. Ltd. (Wavemaker India)	Cadbury Silk Story of Us – Mondelez India Pvt Ltd (Wavemaker India)	SIWO: Turning speechless India into Playful India 0 Mondelez India (Wavemaker India) & Half CA enabled ‘Full’ Income tax return filing – Amazon India (SoCheers)

Next Stop: Smarties Global

The India winners now move on to the regional and global SMARTIES stages, competing alongside campaigns from over 45 countries, with 10,000+ global entries vying for top honors in modern marketing excellence.

October 14, 2024

One Infinite presented Rashi Kapoor, Varsha & Rittu, and Rishi & Vibhuti at Lakme Fashion Week

MUMBAI: Bridal and festive can get very repetitive and boring right?

But event firm One Infinite brought to Lakme Fashion Week in partnership with FDCI great fashion from three very talented festive and bridal wear designers – Rashi Kapoor, Varsha and Rittu, and Rishi and Vibhuti on 13 October. 2024.

“We are excited to showcase the incredible talent of these designers at Lakmé Fashion Week. Each of these designers brings a unique vision and craft to the runway, and we are proud to launch them through One Infinite. Their creativity and innovation represent the future of fashion, and we can’t wait to see their impact on the industry.” said One Infinite founders Pratap Simon & Krishna Chaturvedi.

Rashi Kapoor unveiled a stunning collection inspired by Frida Kahlo

Rashi Kapoor, a popular designer in India, created a fashionable stir with her collection called Espíritu Libre that was inspired by the legendary Frida Kahlo’s journey.

The show was opened by popular actress Ahsaas Channa who strutted in a fully embroidered glittering jacket and slim skirt.

Drawing from the iconic Mexican painter’s life and heritage, Rashi’s first design sensibilities were focused on the striking colours like red, pink, black, white, green, silver, gold and ivory that revolved around Kahlo’s life and art.

The collection was a luxurious offering of glam silks and dupion, along with regal velvets and sheer tulle that brought an ethereal appeal to the ensembles. While the fabrics played their combined symphony on the ramp, highlighted by striking colours, Rashi also concentrated on a wide array of embellishments to accentuate the looks. Delicate thread work was a delight to behold, as it wove a tapestry of motifs. Cord work was added along with 3D touches, while Swarovski crystals sparkled to add their touch of grand opulence.

Still keeping the Frida Kahlo inspiration in firm focus, Rashi ensured that the silhouettes offered a diverse look of contrasting shapes. The free-flowing, fluid ensembles were at times structured but tailored to perfection.
Sensational Sushmita Sen made a stunning, breath-taking entry when she stopped the show in a shimmering white sari worn with a matching corset.

“My collection is called Espíritu Libre which stands for free spirit and was inspired by Frida Kahlo. She stands for boldness, vibrancy and is extremely positive and that’s what inspired me to take her as my muse. My collection is all about individuality, feminism and independence,” said Rashi Kapoor.

Her collection, was a handcrafted look with a profusion of colours, fabrics, styles and shapes, that stayed true to the inspiration of the painter diverse personality.

Varsha and Rittu showcased a line of garments for the celebratory season

The Awigna label by the designer duo, Varsha and Rittu has always been a brand that has been eagerly coveted by women during the festive season. For Lakme Fashion Week in partnership with FDCI, the Awigna label’s winter/festive offering was a visual feast of glamour, style and elegance. Luxurious fabrics like organza, sheer net, metallic georgette and sequinned sheeting were the perfect choice that turned the collection into a dazzling look.

The Awigna look has always been versatile with a wide roster of silhouettes that will please every fastidious buyer. Concept saris, lehenga/choli/dupatta sets in a contemporary mould, stunning floor sweeping gowns, fusion wear with flowing robes, cropped tops and palazzos for evening soirées, natty boleros with saris, shararas with gleaming kurtis and ruffled cocktail saris have been the Awigna favourites.

The colour story rivalled the hues of the rainbow. Varsha and Rittu zeroed in on a dusty pink, ruby red, ivory, rose pink and rose gold. Their fashion direction was woven around ivory, which focused on elegant looks, while the dusty pinks were directed to provide a soft appeal and ruby red moved into a joyful passionate mood.
Adding more depth to the collection, the designing pair worked on surface ornamentation comprising floral embroidery, 3D detailing and hand work and striking laser cut additions that added the final grand touch of sophistication.

Pretty Tara Sutaria was the perfect showstopper when she twirled in a pastel glittering lehenga and choli teamed with a sheer tulle dupatta.

“Our collection Awigna is inspired by soft winter winds. We have done a mix of intricate geometric patterns and that’s where the inspiration comes from,” said Varsha and Rittu.

The Awigna label by Varsha and Rittu celebrated the colours and glory of the festive and wedding season, with a collection that transcended fashion norms and showcased timeless elegance.

Rishi and Vibhuti presented a carnival of colours and styles

Inspired by the season of festivities and celebrations, designing duo Rishi and Vibhuti presented Tamasha – The Enchanted which was a vibrant, colourful carnival of varying creations that were designed to be worn during the joyful days of pure fun.

For this very exuberant and lively collection whose very name resonated with playful fun filled times, the designers focused on colours that were as vibrant as the title. Olive green, violet, purple, red, teal blue and radiant charms came together for a dramatic confluence of hues.

The collection offered myriad silhouettes that moved seamlessly from long Kalidar kurtas and angarkhas, and then onto frilled and ruffled saris. Cropped pants and tops with flowing robes were a look ideal for after dark glamour, while draped skirts, shararas, tunics, palazzos, slinky gowns, pre-stitched saris, kurtis and draped resort fun wear were a variety of looks for the discerning dresser.

“Participating in Lakmé Fashion Week is an exciting experience for us. It allows us to showcase our imaginative vision and push the boundaries of our designs. We are thrilled to connect with a diverse audience who share our passion for fashion and celebrate the spirit of individuality through our collection, Tamasha.” said the designer duo Rishi and Vibhuti.

Making a show stopping entry, Manushi Chillar, winner of the Miss World 2017 title, looked gorgeous in a olive green, sheer, embroidered, sarong-style skirt with a tantalising hip high slit. The colourful bralette and the cuffed sheer scarf created a great fun filled look.

Tamasha – The Enchanted collection by Rishi and Vibhuti was a look that undoubtedly created whimsical revelry for the buyers, which offered an effortless amalgamation of colours, styles and fabrics.

October 13, 2024
Kalki’s Mushk collection wedding wear wows at Lakme Fashion Week

MUMBAI: Rooted in rich heritage, fashion house Kalki’s Mushk collection brought forth a couture revolution characterised by exquisite handwoven embroidery that captured the essence of traditional artistry. It signaled the evolution of wedding couture on day four at the Lakme Fashion Week in partnership with FDCI.

The Mushk collection showcased a palette of soft, romantic hues, including antique golds, shimmering champagnes, and delicate dusky pinks. Each silhouette redefined elegance, featuring intricately embroidered jacket styles, flowing wide-legged pants, structured peplums, fishtail skirts, and new-age lehengas. For grooms, the collection offered a selection of embroidered blazers, hand-done sherwanis, and sleek ethnic zipper jackets, seamlessly merging tradition with modern sophistication.

The intricate embroidery and vibrant colours of Mushk spoke of the deep bonds shared among loved ones, transforming weddings into cherished memories. As part of Kalki’s commitment to excellence, the collection emphasised sustainable practices while showcasing the artistry of skilled artisans. The show was a captivating journey, celebrating love, connection, and the timeless beauty of tradition.

Shraddha Kapoor walked the ramp for Kalki, beautifully showcased their labour of love in her stunning outfit. She shared her experience, saying, “Walking for Kalki for the first time was such an amazing experience! The Mushk collection really felt personal—especially this lehenga with its gorgeous Banarasi touch—it made me feel elegant and connected to my roots.. Loved bringing it to life on the runway!.”

Shraddha’s outfit presented Kalki’s baby pink lehenga ensemble, where tradition met modernity. This outfit wasn’t just clothing; it was a piece of history, crafted from luxurious brocade velvet and featured intricate handwork with stunning cutdana, moti work, and exquisite stone embellishments all over the kali. The enchanting scalloped dupatta and coordinating blouse added a touch of elegance that completed the look. With its old-world charm and fresh, contemporary flair, this ensemble reflects the Banarasi heritage of the modern era.

Kalki director Nishit Gupta said, “Mushk comes from a place of deep connection for me—it’s not just about creating couture but about being part of your most treasured moments. I wanted this collection to feel like a blend of heritage nostalgia and something beautifully new, capturing the essence of wedding celebrations that stay with us forever. My hope is that it leaves an impression that’s as lasting as the memories you’ll make wearing it. I absolutely loved Shraddha! She totally owned the runway as a showstopper and felt like a perfect muse for our collection.”

The bridal fashion and lehngas can be picked up at Kalki flagship stores and exclusive pop-ups in multiple cities, online at Kalkifashion.com, and through video shopping for international buyers.

October 13, 2024
Men’s wear designers challenge themselves at Lakme Fashion week

MUMBAI: Three leading men’s wear designers – namely Deepit Chugh, Rahul Singh and Vikram Bajaj – made their mark at Lakme Fashion Week in partnership with FDCI on 12 October on the Runway.

This season, the many aspects of city life with the convergence of personalities, directions and experiments pushed fashion designer Deepit Chugh’s creativity on to the drawing board for his latest collection of his label Line Outline at LakmeFashion Week in partnership with FDCI.

It showcased an Avant Garde men’s wear line, which was aimed at the daring adventurous male, who enjoys experimenting with his sartorial sentiments.

The very dapper well-known theatre artist, Chintan R Rachh made a stylish entry on the ramp when he opened the show wearing a really cool, white, jacket lavishly embellished with pitta and hand bead work teamed with wide leg fringed pants.

The many design elements of scaffolding, sidewalks patterns, glass cover buildings were reflected on his garments. The fabrics were ideal for the masculine look as sturdy men’s suiting materials were balanced with sheer tulle.

Detailing appeared in the form of giant lapels for knee length coats or a shawl collar for cropped jackets. Sheer vests were dappled with embroidery, while discreet glitter occasionally appeared. The use of multi stripes in varying sizes and colours for a co-ord set, quirkily worn with a necktie, was a distinct inspiration from the theme. The Line Outline label at times also lived up to the brand name, as geometric linear prints appeared for biker jackets or coats.

The silhouettes were loose with trousers moving from pleated to flat front. Embellishments concentrated on hand embroidery, cording, pitta work and hints of zardozi, while there was a marked emphasis on pattern and colour play, Deepit ensured that buyers were comfortable in the collection as his aim was to design easy and wearable clothes.

“I like to work with looks using contemporary embroideries and create outfits that are wearable yet make a statement and allow you to stand out in a crowd. My inspiration is an amalgamation of city scapes, architecture and personalities that all come together. ” says the designer.

Rahul Singh showcased an unconventional fashion direction

Men’s wear in India has taken a fantastic path for the present-day buyers, who have been making some unconventional and adventurous choices. To match the requirements of the trendy male dressers, Rahul Singh unveiled his very innovative line that would fit perfectly into the Gen Z category at Lakme Fashion Week in partnership with FDCI.

For years and from the beginning of his label, he has always believed in working towards the upliftment of the crafts and traditional methods of tie and dye and worked on many patterns and forms of Shibori.

Called Modern Boheme, the look was aimed at the buyer, who preferred to dress sharply even while holidaying. It was a romantic showcase with crisp cuts and finely tailored clothes that the twenty-first century male would like to see himself in.

The highlight of the collection was the summer linen in strong masculine shades of grey, black and white that would suit the sartorial choices of stylish men. Giving a further boost to the style quotient, Rahul added the beautiful blends of Shibori craft to raise the collection’s embellishments’ standard. There were a variety of options like the tie-up robe with a sprinkling of embroidery, sequinned gilets, printed tunics and embroidered jackets for the fashion forward male.

“If you like to Holiday in bold Bohemian Crisp monochromatic clothing, this collection is your Runway!” says the designer.

The Modern Boheme line by Rahul Singh was all about an exclusive holiday, offering that was contemporary but in the classic category of fashion.

Vikram Bajaj paid homage to the humble colour grey

Vikram Bajaj paid a fashionable tribute to the colour grey with his collection Life of Grey at Lakme Fashion Week in partnership with FDCI. His latest men’s wear line was a mix of sporty couture that displayed Avant Garde silhouettes, on which modern graphics and prints, were inspired by Japanese culture, along with the spirit of the Samurai, anime, and street style.

The colour grey according to Vikram has immense possibilities. Grey is often the unsung hero of the colour story, but it was a gentle hue that projected a quiet strength and elegance with umpteen options. From slate grey to dove grey, the colour was a reminder of beauty in life during the silent moments. Yet, it was a colour that speaks of power, simplicity, strength and a bit of ambiguity.

Watch out for sporty colours as they made a spritely entry on the ramp for flawlessly tailored men’s wear. There were energetic shades of pale lime yellow, flame orange, winter sky blue, lupine and Mars red that added to the prime grey hue. While it was termed as a men’s wear line, Vikram’s look had many impeccably tailored pieces that were ideal for all genders. This reflected the designer’s commitment to inclusivity and diversity.

Vikram is a daring unconventional men’s wear designer and his creations are coveted at times by both men and women. His cuts, styling and construction are experimental, yet perfectly structured. His cutting-edge designs speak a stylish, fashion philosophy.

“My collection is a gender-neutral line that fuses sport couture with avant-garde silhouettes. The modern graphics and prints draw inspiration from Japanese culture, showcasing the spirit of the Samurai and a mix of street style. The energetic shades of pale lime yellow, flame orange, lupine, and Mars red enhance the primary grey hue, creating a vibrant and modern aesthetic,” says designer Vikram Bajaj.

Vikram Bajaj’s Life of Grey celebrated the colour, which has been a gentle hue that projects great significance in fashion as well as in life.

October 12, 2024
One Infinite presented Megha Bansal, Romaa Agarwal, Salita Nanda at Lakme Fashion Week

MUMBAI: Event management firm One Infinite founded by event vet Pratap Simon and fashion model Krishna Chaturvedi showcased the beauty of bridal wear from three designers Megha Bansal, Romaa Agarwal, and Salita Nanda at Lakme Fashion Week in partnership with FDCI on 12 October 2024.

“We are excited to embark on our fourth season with Lakmé Fashion Week in partnership with FDCI, continuing our mission to elevate emerging talent. Today’s showcase was a great success, highlighting the unique vision and craftsmanship we champion at One Infinite. We are proud to present these talented designers and look forward to seeing their impact on the fashion industry.” said Pratap and Krishna.

Megha Bansal unveiled an ethereal dreamline

It was a celebration of dreams from the creative design studios of Megha Bansal when she unveiled her Khwaab – Khawaishyon Ka Shamiyana at Lakme Fashion Week in partnership with FDCI.

Megha Bansal has been in the couture realm for several years when her label has created the most show stopping outfits. This season, her collection paid homage to the skills and crafts of artisans whose expert hands have created fabulous patterns to embellish her work. From traditional Indian wear, Megha’s fashion sensibilities moved to fusion ensembles that catered to the bridal and formal wear buyers.

The beauty of Indian crafts came alive as the geometry of Mughal jaalis, which were reimagined as contemporary patterns and weaves. The sleeves were stunning eye-catchers, while necklines were daring and delightfully dramatic, as they added grandeur to the ensembles.

The hand embroidery sparkled on luxurious silks to create the perfect after dark creations. The dazzling lehenga, choli, dupatta trios vied for attention on the ramp, in colours that were not only eye-catching but visions of ethereal beauty. The fusion looks were ideal for formal soirées, while the majestic gowns and dramatic saris completed the look.

The gorgeous Shilpa Shetty, looked sensational as she glided down the runway in a soft, pink lehenga and a tiny choli with sheer yoke and long-sleeves. For added drama the long, sheer never-ending trail attached at the back completed the glam look.

For women who long for couture of an unconventional kind that reflects the glory and beauty of Indian crafts, the Khwaab – Khawaishyon Ka Shamiyana by Megha Bansal, offered all the shimmer and style to celebrate the festive season.

Salita Nanda’s weightless forms merged cleverly with structured silhouettes

Salita Nanda has a solid design foundation. A graduate from the London College of Fashion and a trained pattern maker from the Milan Fashion Campus in Italy, Salita’s collection had that great vibrancy of colours, prints and designs at Lakm? Fashion Week in partnership with FDCI.

Salita unveiled her first capsule collection in 2015 at the Lakmé Fashion Week Summer/Resort 2015 season during the GenNext show. Since then, she has never looked back and created an innovative fashion empire. From Paris Fashion Week to Dubai and Hong Kong, Salita has exhibited her designing skills around the world.
Her latest collection Cielo was inspired by the timeless song ll Cielo in Una stanza (the sky in a room). Bold prints have been the leitmotif of Salita’s collections, and this season too, they appeared as hand painted prints. The ensembles were dreamt up in the most gorgeous sheer fabrics that shimmered on the runway.

The delicate weightless silhouettes, at times, were contrasted on the ramp with structured form fitted shapes that were feminine to the core. Swirling robes and capes covered the stylishly created ensembles like pants, tops, skirts and maxis. The unusual robe with billowing sleeves over sheer loose pants, loose trenches and over printed ensembles brought a versatile appeal to the line. Salita’s treatment was an amalgamation of artistic prints and solids that will undoubtedly appeal to trendy dressers. Salita also offered a wide spectrum of options that would make the festive wardrobe the perfect blend of vintage dressing and contemporary styles.

The three men’s wear entries followed the theme of the show. The shirts, trousers and covers were splashed with the colourful prints that are Salita’s trademark.

The Cielo collection from the studios of Salita Nanda, displayed fashion that will enchant women who want to make strong, striking, sartorial statements.

Romaa Agarwal unveiled a floral inspired celebratory collection

The label Romaa by Romaa Agarwal has been in the forefront of the bridal and formal wear industry. Her glam fashions have appealed to women who appreciate the glory of Indian crafts and textiles. Romaa’s latest collection, Aheli at Lakme Fashion Week in partnership with FDCI, was all about celebrations during the festive soirées.

The collection was a scintillating story of pure, lush silk fabrics that were merged with the sheer beauty of tulle to create the floral inspired garments. As Romaa’s creativity spanned a wide spectrum, there was a delicate visual play of petals for detailing in soft gentle hues, which projected a gentle nuance. Pretty, feminine pastels and ivory silks were turned into the backdrop for the swaying floral motifs. The layered tulle and the delicate petals that adorned the ensembles, created a dreamlike quality. The zardozi and Cut Dana embroidery glistened on the dramatically styled ensembles.

Traditional craftsmanship and silhouettes was cleverly reimagined as the creations offered a varying choice from concept saris to regal kurta sets, and from bridal lehenga, choli, dupatta sets to fusion ensembles. The list was long and luxurious to suit all fastidious buyers.

The Aheli collection was all about glamour that moved from daytime chic to bridal splendour and then onto stunning floor kissing gowns and formal wear for evening soirées under the moonlight.

The Aheli show was stopped by lovely Bollywood beauty Diana Penty who walked gracefully down the ramp in a pale, pink lehenga worn with a bralette that revealed the most intricate strappy back.

Romaa Agarwal’s label Romaa offered an innovative unconventional line of sartorial options with the “Aheli” collection that will thrill women when they go for their festive celebrations.

October 12, 2024
Reliance’s R|Elan fabric 2.0 gets a Huemn touch at Lakme Fashion Week

MUMBAI: Reliance Industries Limited’s R|Elan fabrics 2.0, which showcased its innovations at a meet a couple of months ago, has this time partnered with ready to wear home grown label Huemn. The latter presented a collection made from R|Elan fabrics 2.0 at the Lakme Fashion Week in partnership with FDCI on 11 October.

Amongst the fabrics Huemn used for the show include: the eco-friendly R|Elan GreenGold, made from recycled PET bottles, R|Elan Kooltex, combining style with sustainability and R|Elan SmarTex – a revolutionary fabric that enables wearers to stay fresh, active and comfortably cool. It has multiple functional properties like – cool to touch, odour control and UV protection – all in one fabric. By further integrating ethical practices into its design philosophy, Huemn aims to reduce textile waste further, while enhancing garment performance.

“Founded on the principles of inclusivity and empowerment, Huemn constantly navigates the shifting social landscape, unlocking new perspectives through each collaboration and pushing the boundaries of design,” Said Reliance Industries president – polyester Hemant D Sharma. “At the core of Huemns’s vision is the power of the human mind, which shapes culture and communities. This collaboration is a perfect example of how R|Elan’s advanced fabric technology’s performance and sustainability creates a one of a kind experience.”

As part of the collaboration, Huemn embraced eco-friendly fabrics like R|Elan The label, started in 2012 has been making fashion waves ever since its launch. Multi award winner and collaborator with several top brands, designer Pranav Mishra of Huemn, a graduate of the National Institute of Fashion Technology, Bangalore has been the driving force of the brand. Huemn’s latest collab with R|Elan created a fashionable stir on the ramp, during Lakm? Fashion Week in partnership with FDCI.

For each amalgamation it’s a fresh narrative for Pranav and with R|Elan’s sustainable and innovative textiles, the partnership was just perfect, says a press release. The high-performance fabrics of R|Elan by Reliance Industries were turned into trendy gear and exhibited Huemn’s characteristic touches.

The collection reflected the signature elements of Huemn when relaxed statement pieces appeared on the runway. The hand drawn prints were eye catchers, while the inclusive fits and styles offered a variety of options for the unisex buyers. Keeping in mind Indian crafts, there was a profusion of handcrafted textures and surfaces, along with traditional Indian craft techniques, like embroidery that brought a great mix of design. The highlight of the line was the intense fashion innovation for each garment that was directed towards amazing
performance, sustainability and comfort. The Huemn designs were versatile and will resonate with a cross section of buyers.

Said Huemn co-founder & creative director Pranav Misra: “At Huemn, our goal is to create a dialogue that resonates beyond fashion—connecting with people on a deeper level, and reflecting the times we live in. With R|Elan we had yet another opportunity to push the envelope in terms of both design and sustainability, creating pieces that are as responsible as they are relevant. The Huemn X R|Elan collaboration is a dynamic union of creative vision and technological innovation. It is poised to inspire consumers to rethink fashion.”

The Huemn label is a homegrown brand from India that offers contemporary, unisex, handcrafted clothing, which will always be relevant as it is inspired by the social, political and cultural atmosphere of the times., says the press release.

October 12, 2024
EMotorad launches advanced tech-enabled e-cycle T-Rex Pro

Mumbai: EMotorad has launched the T-Rex Pro, an e-cycle with a fully integrated handlebar featuring indicators, a flashlight, horn, and LCD display. Priced at an introductory ₹52,999 and with an MRP of ₹79,999, it combines advanced technology, design, and safety.

EMotorad’s CBO & co-founder Sumedh Battewar said, “Innovation is at the core of every product we build at EMotorad, and T-Rex Pro is the perfect testimony for this. It’s India’s first and only e-cycle with fully integrated rear and front indicators that boasts headlights with flash light function. Its colour LCD display within the handlebar sets a new benchmark in metallurgy and mechanical engineering. With handlebar-integrated indicator lights, brake lights, horn, and high-end luxury grade paint, the T-Rex Pro combines safety, style, and durability.”

The e-cycle includes front and rear lights, a horn, carrier, and mudguards. It is available in deep purple, spring green, and ocean blue, all with a pearl finish. The bike features an aluminium alloy frame with a lifetime warranty and is available in 27.5” and 29” wheel sizes. It includes mechanical disc brakes, a seven-speed Shimano Altus gear system, and durable tyres for various terrains.

Powered by a 250W rear hub motor and a 36V 13Ah battery, the T-Rex Pro has a range of up to 70 km on pedal assist and 45 km on throttle mode. It features five pedal assist modes, charges fully in four-six hours, and can support up to 110 kg. The e-cycle is available for pre-booking on EMotorad’s website and other platforms at introductory prices of ₹52,999 for the 27.5” version and ₹53,999 for the 29” version.

October 10, 2024
ITC unveils ‘Feel Good with Fiama Mental Wellbeing Survey 2024’

Mumbai: With mental health conversations gaining traction, ITC’s ‘Feel Good with Fiama Mental Wellbeing Survey 2024’, commissioned with NielsenIQ, in its fourth year unveils the awareness, attitude, and behavioural landscape for mental wellbeing in India.

Despite growing awareness, many individuals still struggle in silence, hesitant to openly discuss their emotional well-being or seek professional help. While 83 per cent of the survey participants believe mental health issues are nothing to be ashamed of, 81 per cent feel ashamed of telling others that they are taking therapy.

The survey further reveals that 90 per cent of respondents would appreciate better work-life balance policies. Thus, employee wellbeing, implementing supportive measures, and fostering a healthier work environment is gradually gaining momentum in organisations across the country.

Key findings of the survey:

Additionally, the survey highlights that 42 per cent of respondents indicate that career decisions also negatively impact their mental wellbeing. This finding emphasizes the importance of managing work-related stress since it has the ability to permeate various aspects of an individual’s life.

Cost is a major deterrent to seeking therapy, with 77 per cent of survey participants finding it expensive. Virtual therapy is a more accessible and affordable alternative. Notably, among the surveyed individuals who are suffering or have family members suffering from mental health issues 52 per cent of Gen Z are now open to online counselling, which is a significant increase from 36% last year, highlighting the growing comfort with digital solutions for mental health support. ITC Fiama, through its ‘Feel Good with Fiama’ initiative, in partnership with The Minds Foundation provides subsidized virtual therapy with qualified professionals making therapy at Rs 300/- per session. https://www.fiama.in/feel-good

This year’s survey also reveals 80 per cent of the participating Gen Z believe their parents would support them in therapy. There is a growing acceptance among close social circles and is a step towards normalizing mental health conversations.

“The ‘Feel Good with Fiama’ initiative resonates deeply with our brand purpose,” said ITC Ltd divisional chief executive, personal care products business, Sameer Satpathy. “We understand that the journey to mental well-being can be challenging, and sometimes even knowing where to start can feel overwhelming. This year’s survey revealed the many barriers to therapy like high cost, stigma, and difficulty in finding the right therapist. This insight fuels our commitment to making therapy more accessible and affordable through Fiama’s Virtual therapy Clinic in partnership with the Minds Foundation. It is encouraging to see the progressive attitude towards understanding, acknowledging, and addressing mental wellbeing.”

While professional help is crucial for addressing mental wellbeing, the survey also highlights the importance of incorporating healthy coping mechanisms into our daily lives. 29 per cent of the surveyed individuals turn to practices like yoga, 31 per cent to meditation, and 30 per cent to physical exercises like playing sports, dancing, gym, walking, etc. to de-stress. 36 per cent find solace in the soothing power of music. ITC Fiama is working towards making mental wellbeing a priority by fostering a culture of openness and acceptance.

October 10, 2024
Go Cheese collabs with Bigg Boss season 18

Mumbai: Parag Milk Foods’ brand Go Cheese has announced its collaboration with Bigg Boss season 18. This partnership will see Go Cheese integrated into the daily lives of contestants within the iconic Bigg Boss house, showcasing the brand’s diverse range of cheese products in a dynamic and engaging setting.

As part of the collaboration, Go Cheese will have a dedicated space called the ‘Greed Corner’ inside the Bigg Boss house, where contestants will indulge in Go Cheese products. This integration not only amplifies visibility throughout the 107-day season, but also ensures that the brand remains top-of-mind for viewers at home. Additionally, exclusive hampers filled with a wide range of Go Cheese products will be offered to the housemates.

Parag Milk Foods executive director Akshali Shah expressed her enthusiasm for the partnership, stating, “Collaborating with Bigg Boss presents an exciting opportunity for us to showcase our products in a highly engaging and memorable way. By integrating Go Cheese into the everyday lives of both contestants and viewers, we aim to highlight our offerings across diverse culinary experiences. This collaboration marks another successful venture with a popular reality show on a general entertainment platform, reaffirming our commitment to engaging audiences across India.”

“Bigg Boss’ popularity across television, digital and social media ensures that our partner brands enjoy unparallel reach and engagement across consumer demographics and content distribution platforms. Additionally, through our smart integrations we ensure that the brand is seamlessly woven into the storytelling of the show, thereby greatly reducing ad-fatigue and ensuring the saliency of brand messaging,” Viacom18 head – network sales, Mahesh Shetty said adding “ We’d like to welcome Go Cheese to their inaugural Bigg Boss as our first ever cheese category partner.”

As Bigg Boss continues to connect with audiences across both urban and rural markets, this partnership signifies a pivotal moment in Go Cheese’s mission to deliver distinctive food experiences, driving substantial growth during and beyond the collaboration period.

October 10, 2024