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Category: Marketing

  • Seizing the moment: The power of real-time marketing

    Seizing the moment: The power of real-time marketing

    Mumbai: Moment marketing has become a game-changer for brands wanting to make a real impact. It’s all about tapping into fleeting cultural moments and trends to connect with audiences on a personal level. When done right, it’s like striking gold—creating experiences that stick with customers and making brands feel genuinely relevant.

    The digital age demands agility and responsiveness. Moment marketing thrives on this need for immediacy, leveraging real-time opportunities to craft messages that hit the mark. Consumers today want to engage with brands that stay culturally invested. That’s where moment marketing steps in: it’s about being part of the conversation as it unfolds.

    Think of how quickly a viral meme can spread. Brands that jump on these trends with creativity and relevance can make a huge splash. Take Swiggy Instamart, for example. Their funny responses on X (formerly Twitter) have become legendary, making their brand stand out in a sea of corporate sameness. Or consider the recent ‘Barbenheimer’ phenomenon—when the ‘Barbie’ and ‘Oppenheimer’ movies were released on the same day. Many brands jumped on this cultural moment with playful posts and creative campaigns, connecting with audiences in a fun and timely way.

    Real-time marketing isn’t just about catching the latest trend; it’s about engaging with your audience in a meaningful way. When brands align themselves with current conversations, they enhance their relatability and reach. This strategy also opens up opportunities for brands to address customer concerns more effectively and promptly, showing a human side that builds trust and empathy.

    Take Amul’s ads, for instance. For decades, Amul has been a master of moment marketing, using its witty ads to comment on current events—from major sports events to political happenings – including the recently held Paris Olympics 2024. Their ads not only keep the brand relevant but also engage audiences with clever and timely content.

    Such consistent efforts in moment marketing lead to consumers anticipating a brand’s involvement. When a brand consistently demonstrates its responsiveness to cultural and societal events, people begin to expect the brand to weigh in on key moments – which in turn strengthens the brand’s personality and presence in public discourse.

    A well-executed moment marketing strategy can significantly amplify a brand’s message, demonstrating responsiveness and strengthening its personality. However, it’s crucial to keep the brand’s core values intact while joining in on cultural conversations. This approach not only sets brands apart from their competitors but also builds a sense of community and drives engaging conversations.

    Investing in social listening tools and experimental marketing tactics can help brands capitalize on fleeting hot trends and forge lasting connections with their customers. Marketers today need to be prepared to think on their feet, take risks, and adapt to the dynamic internet culture. With the right approach, moment marketing can transform a brand’s presence and make a lasting impression.

    This article has been authored by Youngun founder and CEO Saksham Jadon 

  • VT Markets unveiled a new global partnership with Newcastle United

    VT Markets unveiled a new global partnership with Newcastle United

    Mumbai: VT Markets, a global multi-asset broker, has announced a new partnership with Newcastle United. This collaboration unites two entities that exemplify bravery, perseverance, and innovation.

    “We’re proud that VT Markets views Newcastle United as the ideal partner to support and elevate its ambitious growth plans in markets across the world.” said Newcastle United’s chief commercial officer, Peter Silverstone. “We are delighted to welcome another internationally recognised partner to our club and look forward to working closely with VT Markets.”

    “We are incredibly excited about this partnership with Newcastle United, a team that exemplifies the same drive for excellence and innovation that we strive for at VT Markets,” said VT Markets head of strategy operations, APAC Agustin Bilinskis.

    A special jersey bearing the number ‘77’ has been unveiled in honour of this collaboration. The number ‘77’ holds great significance for VT Markets, symbolizing good fortune and our aspirations for continued growth. In football, a player’s number and name represents their iconic and memorable identity, and to embody this global partnership, we chose a number that resonates deeply with our brand.

    The partnership was officially inaugurated in Japan. The event’s highlights included an exchange of appreciation tokens. Newcastle United presented a curated number ‘77’ jersey while VT Markets reciprocated with an appreciation trophy.

    This occasion unfolded at the 63,700-capacity Saitama Stadium in Japan on 31 July, attended by representatives from both organisations. VT Markets was represented by head of strategy operations, APAC Agustin Bilinskis and global brand lead Dandelyn Koh. Representing Newcastle United was their chief commercial officer, Peter Silverstone.

  • GRM Overseas welcomes Salman Khan as brand ambassador

    GRM Overseas welcomes Salman Khan as brand ambassador

    Mumbai: GRM Overseas, an exporter of Basmati rice, and in India’s FMCG sector, is thrilled to announce the signing of actor Salman Khan as its brand ambassador for Its Basmati Rice and Wheat Flour(Atta). Salman Khan’s popularity, among people across GRM’s target market geographies and demographics fit perfectly with ten times.

    Harnessing Salman Khan’s stardom for unprecedented impact

    Salman Khan is not just a beloved actor; he is a cultural icon with a massive fan base spanning across India and beyond. His unparalleled popularity, coupled with his relatable and down-to-earth persona, makes him an ideal ambassador for GRM. Salman’s influence extends beyond the silver screen, resonating with audiences across various demographics, from urban centres to rural heartlands. His widespread appeal ensures that GRM reaches every corner of the country. By partnering with Salman Khan, GRM is set to leverage his iconic status to further strengthen its brand presence and connect with millions of consumers globally.

    His association with GRM underscores the brand’s commitment to quality and excellence, making him the perfect face to represent their mission of delivering the finest products to households everywhere.

    “We are incredibly excited to have Salman Khan join the GRM family,” said GRM Overseas managing director Atul Garg. “We found Salman’s mass appeal and fanbase to be a perfect match for our ten times brand range of Basmati Rice and 10x Shakti range of Wheat Flour(Atta)”

    Salman Khan’s unparalleled fame and widespread appeal make him a household name across India and beyond. Revered by millions for his charisma and authenticity, Salman’s influence reaches every demographic, creating a deep connection with audiences of all ages. His dedication to health and fitness is widely recognized, further solidifying his status as a role model for those aspiring to lead a healthier lifestyle. By associating with Salman Khan, GRM not only taps into his immense popularity but also reinforces its commitment to delivering premium, nutritious products that resonate with consumers. Salman’s iconic status ensures that GRM’s message of quality and well-being will reach and inspire a vast audience, making him an ideal ambassador to elevate the brand’s presence.

    Speaking on the association, Salman Khan said “I’m excited to partner with GRM, a brand that shares my belief in the importance of quality and authenticity. I believe we can inspire more people to make healthier, more conscious food choices in their daily lives. Looking forward to seeing where this journey takes us together.”

    Both GRM and Salman Khan believe in the power of family, community and the impact of collective progress. Through his influence, GRM aims to inspire and engage consumers globally, encouraging them to be part of a movement that prioritises sustainability and empowerment.

  • Affle India rides high on Adtech surge, poised for strong growth

    Affle India rides high on Adtech surge, poised for strong growth

    Mumbai: As per Elara diet report, global adtech leaders like Trade Desk and PubMatic have seen an average 16.0 per cent year-on-year revenue growth in developed markets (DM), with Trade Desk outperforming at 27.3 per cent. The shift from linear TV to connected TV (CTV), which offers higher ROI, is driving this growth. Programmatic advertising is also gaining traction as CMOs seek better results from their ad spend.

    Trade desk reported strong 25.9 per cent year-on-year growth in Q2CY24, while PubMatic saw a modest 6.0 per cent due to changes in a major DSP buyer’s strategy. Despite this, both companies are maintaining solid growth in the US, with Trade Desk’s International segment performing especially well.

    The adoption of CTV is accelerating, with PubMatic’s omnichannel video revenue, including CTV, growing 19 per cent year-on-year, and Trade Desk seeing significant gains in CTV as well. Lower CTV ad costs are attracting more ad dollars due to higher ROI.

    Google’s decision to retain cookies has eased concerns about rising data costs. PubMatic and Trade Desk are well-positioned, with Trade Desk’s Unified ID 2.0 gaining traction.

    Affle India, with 26.8 per cent exposure to DM, is expected to benefit from these trends. The company is projected to see steady eight to 10 per cent growth in DM, supported by CTV adoption and increased programmatic spending. Its strong presence in emerging markets (EM) further enhances growth potential, with an expected 21.0 per cent organic revenue CAGR for FY25E-27E. Analysts recommend a “Buy” with a target price of Rs 1,727.

    Affle India is poised to capitalise on the ongoing adtech trends, making it a promising player in the industry.

  • World Entrepreneurs Day 2024: Pioneering ideas for a new era

    World Entrepreneurs Day 2024: Pioneering ideas for a new era

    Mumbai: Entrepreneurship has evolved significantly over the past decades. In the 21st century, it is characterized by rapid technological advancements, increased access to global markets, and a growing emphasis on sustainability and social impact. Entrepreneurs today are not just creating businesses; they are shaping industries, improving lives, and contributing to a more resilient and inclusive global economy. According to the 2023 Global Entrepreneurship Monitor (GEM) report, there are over 582 million entrepreneurs worldwide, and this number is expected to increase by 15 per cent in 2024.

    World Entrepreneur Day 2024 provides an opportunity to highlight the achievements of entrepreneurs who have made significant contributions in various fields. From tech innovators disrupting industries with groundbreaking solutions to social entrepreneurs addressing critical issues such as climate change and inequality, their efforts are reshaping our world.

    If we talk about India, the Budget 2024 has introduced significant changes set to impact the country’s startup ecosystem positively. One of the key highlights is the introduction of tax benefits for startups, aimed at encouraging more entrepreneurial ventures and fostering innovation across various sectors. According to NASSCOM, India boasts the third-largest startup ecosystem globally, with over 50,000 startups. Straits Research projects that the Digital Transformation Market Size will reach $2.1 trillion by 2030, growing at a compound annual growth rate of 23.72 per cent.

    The new tax incentives are expected to further energize this expanding sector, offering startups crucial financial backing for their growth and advancement. A World Bank study reveals that India has advanced 14 positions to 63rd place in the ease of doing business rankings. The regulatory simplifications in Budget 2024 are likely to enhance India’s global business appeal, making it a more attractive destination for entrepreneurs and investors.

    Another noteworthy element of the budget is the allocation of funds for skill development and training programs targeted at entrepreneurs. This initiative will help build a skilled workforce and support individuals in pursuing their entrepreneurial goals. As reported by the International Labour Organisation, India has the world’s largest youth population, with over 356 million people aged 10-24 years. Emphasizing skill development in Budget 2024 is crucial for leveraging this demographic advantage and promoting youth entrepreneurship.

    Furthermore, the budget’s emphasis on advancing digital infrastructure and technology adoption will open up new opportunities for startups to utilize cutting-edge technologies and broaden their reach. McKinsey forecasts that India’s digital economy will hit $1 trillion by 2025, propelled by swift digitization across sectors. The Budget 2024 measures aimed at enhancing digital infrastructure will be crucial in accelerating this growth, providing startups with a supportive environment to innovate and succeed in the digital age.

    As businesses grow, challenges evolve. According to GoDaddy’s Global Entrepreneurship Survey 2024, currently 34 per cent of business owners report customer-related issues as their primary challenge, followed by marketing (31 per cent), and technology challenges (26 per cent).

    The survey also stated that while recent investments continue to place importance on developing new products and services (17 per cent), and marketing through traditional means (13 per cent), it also reflects their shift toward a digital transformation, with most funds now directed towards enhancing digital infrastructure with online marketing (21 per cent). For entrepreneurs, this transition to a more digital-centric approach can be the key to unlocking new growth opportunities and sustaining long-term success.

    The 2023 GEM report also stated that experts in 37 out of 48 economies rated the social support for women as unsatisfactory. However, in a majority of economies (28 out of 48), women entrepreneurs’ access to resources, as compared to that of men, rated as satisfactory or better. Experts in only six economies assessed the social support for women entrepreneurs and their resource access compared to men as satisfactory or better.

    Would-be entrepreneurs fear of failure still remains a formidable obstacle to the creation of new startups, especially for women. At least two in five adults seeing good opportunities would not start a business for fear it might fail in 35 of 45 participating economies. In 37 of these economies, a higher proportion of women than men that see good opportunities would not start a business for fear it might fail.

    When reached out to some industry experts for their thoughts, STAN CEO & co-founder Parth Chadha commented, “On World Entrepreneur Day, we celebrate the spirit of innovation and resilience that drives entrepreneurs to turn their dreams into reality. In the gaming industry, entrepreneurship is not only limited to creating games but also includes fostering vibrant communities of creators and gamers. Such gaming communities inculcate a sense of belongingness, and thus encourage social interactions, collaboration and competition among members. As a startup in this dynamic space, we firmly believe in the potential of the Indian gaming sector to grow on the global front. According to industry estimates, the sector is currently valued at around $3.1 billion and is expected to grow to $8.92 billion in the next five years. With entrepreneurs taking the charge, the future of India looks bright.”

    VoloFin co-founder & CFO Roshan Shah said, “On World Entrepreneur Day, we celebrate the relentless spirit of innovation and perseverance that drives entrepreneurs to turn ideas into reality. At VoloFin, we understand that entrepreneurship is not just about starting a business; it’s about solving real-world problems, creating value, and driving economic growth. Every challenge faced is an opportunity for growth, and every setback is a lesson in resilience. To all the entrepreneurs out there, remember that your vision and hard work are the bedrock of a prosperous future. Keep pushing boundaries, embracing change, and fostering innovation. The world needs your creativity and determination more than ever.”

    SahiBandhu co-founder & CEO Rajesh Shet, “On World Entrepreneurs Day 2024, SahiBandhu proudly acknowledges the vital role of entrepreneurs in driving innovation and economic progress. We understand the unique challenges faced by small businesses and are dedicated to providing comprehensive financial support through our Gold Loan services. With streamlined, and flexible repayment options, SahiBandhu Gold Loans empowers entrepreneurs to transform their visions into reality, bringing formal credit avenues to budding micro-entrepreneurs and helping people get out of unorganised debt traps. Together, we are fostering a self-reliant India, propelled by the resilience and dynamism of our entrepreneurs. Here’s to advancing growth, creating employment, and ensuring economic self-sufficiency.”

    SMEST founder & CFO Harsh Punjabee commented, “World Entrepreneur Day holds special significance for me at SMEST Capital. As the Founder, my vision has always been to democratize India’s debt market, making bond investments accessible and transparent for every investor. Entrepreneurship, to me, is about transforming challenges into opportunities and driving meaningful change. At SMEST Capital, we’re breaking barriers in the financial space by offering Bonds at competitive pricing and client-centric services. On this day, I’m reminded of the resilience and innovation that define my journey and the entrepreneurial spirit that continues to fuel SMEST’s growth. As we mark this day, let us recognize the resilience and creativity that define entrepreneurs, and continue to support and nurture the entrepreneurial ecosystem.”

    The Hosteller CEO & founder Pranav Dangi explained, “On World Entrepreneur Day, we celebrate the visionaries who dare to dream big and work tirelessly to turn those dreams into reality. Entrepreneurship is not just about starting a business; it’s about solving problems, creating value, and making a positive impact.

    At The Hosteller, our entrepreneurial journey is fueled by a commitment to innovation and community. We strive to redefine travel by offering authentic and sustainable experiences. To all entrepreneurs out there: keep innovating, stay resilient, and remember that your passion can change the world.”

    Aspect Global Ventures Pvt Ltd executive chairperson Aksha Kamboj said, ”World Entrepreneur Day serves as a potent reminder that women can transform industries through passion, perseverance, and strategic vision. In my capacity as the head of Aspect Global Ventures and an advocate for diversity, I urge women to take advantage of this day to be inspired, creative, and courageous in pursuing their business goals”

    Finally, TAS World founder & managing director Anmol CP Sachdeva, “On World Entrepreneurs Day, visionaries who turn obstacles into opportunity are honored. The path from idea to creation in the real estate industry demands tenacity, vision, and an uncompromising dedication to quality. In order to fulfill changing customer demands, real estate entrepreneurs today must embrace sustainability, stay flexible, and harness innovation in a dynamic market context. This day serves as a reminder of the amazing power we possess to influence the course of our towns and cities and create settings that are alive and well. As business owners, we not only construct buildings but also set the groundwork for a brighter future.”

  • Nxtra by Airtel releases sustainability report for FY 23-24

    Nxtra by Airtel releases sustainability report for FY 23-24

    Mumbai: Nxtra Data Ltd (“Nxtra by Airtel”), a subsidiary of Bharti Airtel  (Airtel), today, unveiled the second edition of its Sustainability Report for FY 2023-24.  The report highlights Nxtra’s consistent and increasing focus on environmental, social and governance  (ESG) parameters. It details Nxtra’s initiatives for building future-ready, digitised infrastructure that is sustainable by design and engineered to accommodate high-density workloads and offer seamless scale to customers, thereby enabling their growth.

    Nxtra by Airtel CEO Ashish Arora said, “The future of data centres lies in our ability to harmonise intelligent infrastructure with sustainability. Integrating innovative ESG initiatives into our business model and operations has been integral to our data centre build and operations from day one. As our sustainability  report highlights, we have made consistent progress across all three sustainability parameters ‘environment,  social and governance’ during the year and will continue to keep it as our core focus area.”

    Key achievements of the year

    • Transitioned to 220,541 MWh renewable energy usage in operations, 41 per cent higher than the last fiscal

    • Reduced Scope 1 and 2 emissions by ~4 per cent compared to base year FY21 despite an increase of 25 per cent in power consumption

    • Ensured consistent increase in women employees with 30 per cent more representation in the workplace

    • With the aim of doubling women’s representation by FY26 from FY23, introduced the NxtWave  initiative – a unique talent development programme for women in engineering

    • Ensured 4.3 million safe man-hours in construction

    • Facilitated promotion of responsible sourcing with 99 per cent local procurement.

    The full report here: 

    Nxtra’s mission of building a future-ready data centre infrastructure is engineered around “Intelligent by  Design and Sustainable by Choice” approach. To achieve net zero by 2031, Nxtra has been enabling “Sustainable Scaling” with increasing investments and initiatives around innovative clean energy,  water and waste management sources to support its operations and build smart & resilient data centre facilities that have sustainability at its core. Today, Nxtra by Airtel has the largest network of data centres in India with 12 large and 120 edge data centres across the country. For more details, 

  • The evolving role of architecture in promoting sustainable and eco-conscious office design

    The evolving role of architecture in promoting sustainable and eco-conscious office design

    As environmental stewardship has become an essential driver for consumers, governments, and investors alike, the architecture industry must evolve to meet the demands for sustainability. With resource inefficiency, carbon emissions, and waste management plaguing the sector, there is a pressing need for transformative solutions to mitigate the deadly impacts of climate change. The shift towards sustainability is especially important in the context of office and commercial spaces, given the high energy consumption and environmental impact traditionally associated with them – buildings are responsible for 40 per cent of global energy consumption and 33 per cent of greenhouse gas emissions.

    Architecture plays a crucial role in promoting sustainable, environmentally conscious design and office practices. Sustainable architectural practices not only address environmental concerns but also contribute to healthier, more productive work environments in many ways. Here’s how green buildings and sustainable architecture can make a difference:

    1. Energy efficiency and renewable resources

    One of the primary goals of sustainable architecture is to reduce energy consumption, which can be achieved through various design strategies that maximise natural light, improve insulation, and enhance ventilation. Energy-efficient buildings often incorporate advanced materials and technologies, such as low-emissivity glass, bamboo, reclaimed wood, recycled metal, green roofs, and energy-efficient HVAC systems. Additionally, the integration of renewable energy sources, such as solar panels and wind turbines, helps in reducing the carbon footprint of office buildings. While there might be a slightly higher price to pay for sustainable design elements, they lead to significant cost savings in the long run.

    2. Building Information Modeling (BIM)

    Building Information Modeling (BIM) is a relatively new technology that is revolutionising the way architects design and manage buildings. BIM provides a comprehensive 3D digital representation of the physical and functional characteristics of a building, enabling better decision-making throughout the lifecycle of the project. Expansive databases are a part of advanced BIM software systems, which hold key information such as construction sequencing, cost, and lifecycle management. This allows for better resource management and collaboration across the various teams that are involved in creating a commercial space, and helps ensure waste is minimised.  By integrating data on energy performance, materials, and construction processes, BIM helps architects optimise the design for sustainability, reducing waste, and improving efficiency.

    3. Modular and prefabricated construction

    Modular and prefabricated construction techniques are gaining popularity as sustainable architectural solutions across India. These methods involve producing building components in a controlled factory environment and then assembling them on-site. This approach reduces construction time, minimises waste, and improves quality control as modular buildings are often made using sustainable materials like reinforced concrete, which is also an excellent insulator. Moreover, prefabricated commercial buildings can be designed for disassembly, allowing materials to be reused or recycled, further enhancing their sustainability.

    4. Adaptive reuse and retrofitting

    A key challenge in the realm of architecture is incorporating environmentally friendly materials and processes into pre-existing buildings that were not designed to be sustainable. India recycles only one per cent of its construction and demolition waste, which is cause for concern as the construction waste generated in India is 150 MT, accounting for 35 per cent – 40 per cent of global construction and demolition waste every year. Adaptive reuse and retrofitting of existing buildings are essential strategies to combat this, which involves updating building systems and components to improve energy efficiency and functionality, ensuring that older buildings meet modern sustainability standards. By repurposing old structures for new uses, architects can preserve cultural heritage while reducing the environmental impact associated with demolition and new construction.

    5. Biophilic design

    Biophilic design, which emphasises the connection between people and nature, is another key element of sustainable architecture that can make a huge difference. This design philosophy encourages architects to find new and functional ways to incorporate natural elements into a commercial space. Weaving natural elements such as plants, water features, airflow, and natural light into office spaces is also known to enhance employee well-being and productivity by 15 per cent. Green walls, indoor gardens, and atriums not only improve air quality but also create a calming, aesthetically pleasing environment that promotes mental health.

    6. Smart technologies and IoT

    Another key way in which architecture can help promote environmental consciousness is through the integration of smart technologies and the Internet of Things (IoT) in office buildings. Architects can champion sustainability by incorporating smart systems like occupancy sensors, intelligent and motorised windows, telemetry mechanisms, smart HVAC systems, etc. to optimise efficiency and reduce costs in real-time. IoT sensors can also be employed in sustainable design to track occupancy patterns and adjust building systems accordingly, ensuring that energy is used only when and where it is needed.

    Conclusion

    It is no secret that architecture holds the key to promoting sustainable offices and environmentally conscious design practices. Sustainable architecture is not just a choice, but an imperative decision that can help limit the effects of climate change and pave the way for a more resilient future. By embracing innovative technologies, materials, and design strategies, architects can create office spaces that are not only energy-efficient and environmentally friendly but also conducive to the well-being and productivity of their occupants.

    The article has been authored by Eleganz Interiors MD & CEO Sameer Pakvasa.

  • Blending innovation with traditions: Pare Innovation’s foray into home décor

    Blending innovation with traditions: Pare Innovation’s foray into home décor

    Mumbai: Pare Innovation’s is, in fact, a market niche in the relentless circles of reinvention of home decor that straddles innovation and tradition like never before. It has expanded interior design further by skillfully integrating the traditional craft with the latest technology. In fact, the fusion does not only conserve the cultural heritage, celebrate it, and tastefully function in tandem with modern-day requirements, but it accomplishes the task efficiently.

    Pare Innovation’s commitment to the preservation of traditional art forms is reflected in their very approach to production and creation, which uses age-old techniques that are now improvised with modern technology. Their wall panels, for one, often take inspiration in classic motifs such as intrinsic texture pattern(the shades we have don’t reflect historical architecture, instead we have shades in fabric tones that replicate the touch and feel of fabric that we can associate with Indian fabrics). Working with these has been created through sophisticated manufacturing processes that make beauty and durability last into the finished product. By doing this, Pare Innovation’s is paying respect to the traditional skills while giving a feel of modernity in its products.

    Innovative Materials Meet Timeless Design

    Another way tradition is woven into the modernity of Pare Innovations is with the use of new, innovative materials. For example, its product line of wall panels features those that give the appearance of some of the traditional material peers, like wood and marble, while they are made of a new, sustainable material. These all have the aesthetic attraction of classic design while being more durable and requiring less maintenance. This permits homeowners to take advantage of the feel of traditional elements without really giving anything in return.

    Tailor-Made Solutions for Personal Spaces

    One of the significant hallmarks of Pare Innovations is that their services are based on bespoke services that go on to honor the very traditional and the newest of design aspects. In such couture services, therefore, a client can find a place to insert personal elements that reflect the individual taste and cultural background of the client. Be it a traditional motif translated into a modern context or an absolutely new design, that retrieves the essence of cultural themes, the custom solutions from Pare Innovations bind the past with the present. This kind of approach caters to different aesthetic tastes and guarantees that every space is uniquely articulated according to the vision of a home owner.

    Sustainability Meets Tradition

    Sustainability is a recent cornerstone of Pare Innovations—new modernity effortlessly blended with traditional values. The company leans toward eco sustainability with its choice of materials and processes, meant to reduce environmental impact. In many cases, their wall panels are made of raw material sourcing or recycling, conforming to modern environmental standards in a classic, traditional way. This commitment to sustainability ensures that traditional beauty is preserved in a way that respects and protects the environment.

    Elegantly functional

    This synthesis of tradition and modernity is not just limited to Pare Innovations’s visual quality, one can easily see that it permeates even the functionality of its many products. A lot of its products are made not only to add to the visual quality of a place but are also much concerned with the practical use of the place. We are not carrying any acoustical product right now… Maybe you can suggest No ply required as a function.For instance, their acoustic wall panels house traditional designs besides offering soundproofing benefits which are highly appreciated in today’s interiors. This fusion of form and function becomes a reflection of the company’s new age toward modern living, yet suffused with the richness of traditional craftsmanship.

    Conclusion

    Pare Innovations’s way of creating a décor product is a masterpiece of the fusion of tradition with innovation. The company gives life to traditional designs by modern methods and materials in an interpretation of the revival. This commitment to blending heritage-related ideals with modern needs gets further reiterated as it delivers dedication in the sphere of sustainability and custom solutions. For this reason, at Pare Innovations, there are all kinds of home decor solutions to celebrate the exuberance of cultural history but keep pace with the design developments in the present. Those who would like to enrich an interior in classic charm combined with a sophistication statement, Pare Innovations is the ultimate choice.
     

  • Kirloskar and CNNIC celebrate 16 years of partnership

    Kirloskar and CNNIC celebrate 16 years of partnership

    Mumbai: Kirloskar, a multi-engineering conglomerate in India celebrates its 16th consecutive year of partnership with CNN International Commercial (CNNIC) to promote sustainability solutions and green initiatives to global audiences.

    This long-standing collaboration centers around Kirloskar’s sponsorship of CNN’s Going Green initiative, a series that showcase advancements in sustainability, visionary innovators, and influential leaders dedicated to tackling pressing environmental challenges. Over the past 16 years, through this partnership Kirloskar has reached global audiences including environmentally conscious viewers and business decision-makers to foster a deeper understanding of sustainable innovations.

    This year’s campaign focuses on Kirloskar’s sponsorship of two Going Green shows airing on CNN International in July and November. The first show delves into the world of sustainable style, looking at designers who are revolutionizing the industry, innovations in low-impact textiles, and how major brands are incorporating eco-friendly practices. Additional content highlighting the green agenda, also sponsored by Kirloskar, will also be available across CNN’s TV, digital and social platforms.

    CNN International Commercial SVP Cathy Ibal said, “Sixteen years ago, Kirloskar’s vision for a sustainable future resonated deeply with CNNIC. Since then, our partnership has blossomed as we’ve witnessed their unwavering mission to promote environmental sustainability. By aligning their brand with our compelling Going Green content, we are positioning Kirloskar alongside the story of a movement towards a healthier planet. We’re incredibly proud of this enduring collaboration and excited to see what the next chapter holds.”

    Kirloskar Proprietary Ltd VP Anand V. Chitley said, “At Kirloskar, we’ve always been a champion for positive environmental impact. Partnering with CNN, a visionary media leader who shares our commitment to a sustainable future, allows us to spark powerful conversations that ignite real change. Together, we’re empowering people to become active participants in building a greener tomorrow.”

  • ASICS GEL-KAYANO 31 offers stability and comfort in every step

    ASICS GEL-KAYANO 31 offers stability and comfort in every step

    Mumbai: ASICS announced the launch of the GEL-KAYANO 31 shoe, the latest in what has long been one of ASICS’ stability running shoe series. The optimised comfort has been achieved thanks to a refurbished upper enabling the latest model of the GEL-KAYANO series to cuddle up to all runners.

    Succeeding the new approach for adaptive stability with premium comfort taken by ASICS in designing the shoe’s predecessor, the GEL-KAYANO 30 shoe, the shoe may help runners of all abilities go further as they move their minds.

    Following the ASICS Design Philosophy of continuous small improvements to create products that feel best for both body and mind, the shoe’s asymmetrical medial design upper has been refurbished to create a supportive fit and a more comfortable feel. The mesh upper has also been designed to provide better ventilation, ensuring the feet stay cool over longer distances and improving flexibility so that runners get maximum comfort with every stride.

    Through updating the shoe’s outsole with a HYBRID ASICSGRIP rubber material, the GEL-KAYANO 31 shoe also helps provide better traction throughout your run, to strengthen the shoe’s stability. This combined with PureGEL technology delivers improved shock absorption and even smoother transitions, adding further protection.

    As with its landmark predecessor, the shoe benefits from a unique 4D GUIDANCE SYSTEM which – honed through user testing and research – works with the movement of the body to provide adaptive stability and comfort, cuddling up to all runners when they need it most.

    Junichiro Tateishi, general manager of the Product Function Research Department, at ASICS said: “We believe the GEL-KAYANO 31 shoe not only provides the stability the shoe is famous for but also delivers a truly impressive level of comfort to help runners go further. We are also proud that the GEL-KAYANO 31 shoe continues to display its CO2e emissions, printed on its insole as 10.6kg per pair, which shows ASICS’ ongoing commitment to transparency regarding the CO2e emissions so that runners can feel confident about their choice of GEL-KAYANO 31 shoe.  

    The GEL-KAYANO is a legendary running shoe for a reason, and we’re excited to see how fans of the series enjoy this added comfort when they try the shoe. Our hope is that it helps everyone feel comfortable, confident and uplifted.”

    The GEL-KAYANO 31 shoe will be available for men and women from ASICS retail, online stores and specialists running outlets globally from 20 August 2024 for Rs 15,999.

    To find out more about the GEL-KAYANO 31 shoe and the latest technologies, please visit asics.com.