ITV

Category: Marketing

  • OnePlus celebrates fur babies at Pawtraits 2.0

    OnePlus celebrates fur babies at Pawtraits 2.0

    Mumbai: Bridging the gap between technology and everyday joy, OnePlus, the global technology brand held Pawtraits 2.0 – capturing the beauty of canines and felines of Mumbai, India. This unique, photography-focused gathering enabled OnePlus users and pet lovers across the bustling metropolitan to capture beautiful, professional portraits of their powered by the 4th Gen Hasselblad Camera System for Mobile on the latest flagships – the OnePlus 12.

    With over 140 fur friends captured in professional portraits, Pawtraits 2.0 also provided a day filled with fun, camaraderie, and the shared love of pets. With multiple styles of photography and videography powered by the OnePlus 12, attendees enjoyed various activities, ensuring something for everyone and their beloved animals.

    “We are incredibly proud of the success of Pawtraits 2.0. This event showcased the OnePlus 12’s exceptional camera capabilities, highlighting our commitment to creating unique experiences for our ever-growing OnePlus Community.”,  said OnePlus India director of marketing Ishita Grover. “We have made immense strides with the 4th Gen Hasselblad Camera System, enabling our community to capture their beloved pets in breathtaking detail that mirrors professional photography. Each portrait tells a story, and we’re thrilled to help our users tell these stories through stunning portraits, that they will cherish forever.”

    At the heart of the Pawtraits 2.0’s success was the OnePlus 12, equipped with cutting-edge camera technology designed to capture every detail and emotion of the pets with unparalleled clarity and depth. The OnePlus 12 boasts a 50MP wide-angle camera complemented by the Sony LYT-808 sensor, ensuring every whisker and wag is caught in stunning detail.

    OnePlus’ latest advancements in the Hasselblad Portrait Mode have significantly elevated the photography experience, especially for capturing dynamic and expressive portraits of pets. Simulating the bokeh and flares of Hasselblad cameras equipped with XCD 30, 65, and 90V lenses, the OnePlus 12 provided an authentic depth of field, creating seamless transitions between the animal and the background, which was crucial when capturing pets in their spontaneous moments.

    OnePlus is committed to continuing its tradition of community-first events, and Pawtraits 2.0 has set a new benchmark for what is possible when technology meets passion.

  • Amit Sadh to be ambassador for youth empowerment initiatives with the STAIRS Foundation

    Amit Sadh to be ambassador for youth empowerment initiatives with the STAIRS Foundation

    Mumbai: Renowned actor Amit Sadh has announced his collaboration with STAIRS Foundation, marking a significant step towards youth empowerment and development in India.

    STAIRS Foundation, recognised as a leading national sports promotion organisation, stands as one of the largest grassroots sports and youth development organisations in both India and globally. With a commitment to fostering the potential of the nation’s youth, STAIRS has earned widespread acclaim for its impactful initiatives.

    Expressing his alignment with STAIRS’ mission, Amit Sadh stated, “My ideas, values, personal journey, and profound love for our nation resonate deeply with the vision of STAIRS and my friend Siddhartha Upadhyay.”

    Amit Sadh’s involvement commences with the upcoming STAIRS Youth National Games scheduled for this month. The event, set to kick off on April 27th in Delhi, will witness the convergence of thousands of talented young athletes from across the country. These games serve as a platform for over 5000 gold medalists selected from more than 460 districts nationwide to exhibit their skills, potentially paving the way for further opportunities in clubs, associations, and national representation.

    “This is just the beginning,” Amit Sadh emphasised, highlighting the ongoing efforts to fortify STAIRS’ foundational model with the unwavering support of the community. “Together, we aim to empower and uplift the youth of our nation, fostering self-reliance and strength.”

    Reflecting on this partnership, STAIRS Foundation founder and president Siddhartha Upadhyay said “We are honored and thrilled to welcome Amit Sadh as an Ambassador of true change for our foundation. Amit embodies the essence of strength and character, both on and off the screen, qualities that will undoubtedly inspire millions of young individuals across our nation. His profound commitment and firm demeanor resonate deeply with the mission of STAIRS Foundation—to empower the youth of India through sports and education. Amit’s journey and his dedication are a perfect match for our vision of nurturing talent and fostering self-reliance among India’s youth. Together, we are set to make a significant impact and drive forward the cause of youth development and empowerment.”

    Believing in the transformative power of unity and youth, Amit Sadh reiterated his faith in the collective potential to drive positive change. “I believe in our beloved India as a beacon of peace, dignity, and growth, echoing the vision of our honourable Prime Minister Sri Narendra Modi ji,” he declared.

    With this alliance between Amit Sadh and STAIRS Foundation, the stage is set for a transformative journey towards empowering India’s youth and building a brighter future for generations to come.

  • Saffola Soya celebrates Poila Boishakh with an interactive activation

    Saffola Soya celebrates Poila Boishakh with an interactive activation

    Mumbai: Kicking off the festive season with a playful twist, Saffola Soya from the house of Marico Ltd celebrates Poila Boishakh by launching a unique activation in Kolkata. Poila Boishakh is a vibrant celebration marked by the preparation of delectable authentic Bengali dishes. This year, Saffola Soya invited participants from Kolkata to experience the surprising softness of their product through a fun and interactive challenge.

    Saffola Soya invited popular Kolkata influencers to test the softness of Saffola Soya Chunks in a blindfold challenge. The influencers were blindfolded and were asked to identify Saffola Soya chunks through their sense of touch. The influencers were caught by surprise when they felt the softness of Saffola Soya Chunk. Following the blindfold challenge, the influencers were introduced to the versatile and protein-rich qualities of Saffola Soya Chunks. They were also invited to curate some of the most relished Poila Boishakh recipes with Saffola Soya Chunks.

    The interesting activation was then captured as a film, showcasing the influencers’ reactions and their creative use of soya chunks in traditional Bengali recipes, highlighting the product’s appeal and versatility. This was then amplified further across Instagram.

    The range of Bengali delicacies that are associated with Poila Boishakh is every foodie’s dream come true. As Saffola Soya Chunk is one of the most versatile ingredients with the perfect mix of taste and softness it has been popular ever since it was launched in Kolkata. It can be used to make cutlets, koftas, kebabs and a variety of snack dishes for every special festive meal. Saffola encourages you to be mindful of your food consumption with healthy controlled calories. Have a happy festive season!

  • Animeta & Technopak team up for ROI-driven influencer marketing

    Animeta & Technopak team up for ROI-driven influencer marketing

    Mumbai: Animeta and Technopak proudly announce their strategic collaboration, uniting Animeta’s tech-data-enabled influencer marketing prowess with Technopak’s three-decade-long expertise in management consulting within the Indian sub-continent. In this collaboration, Technopak will spearhead client acquisition efforts for Animeta Brandstar. Meanwhile, Animeta Brandstar will take charge of executing campaigns efficiently, ensuring optimal outcomes.

    Animeta Brandstar revolutionizes influencer marketing with advanced tech, empowering brands to run precise campaigns with ideal creators. Prioritizing ROI and performance metrics, it provides invaluable insights for refining influencer marketing strategies effectively. Essentially, Animeta combines advanced technology with managed services for holistic campaign planning, execution & tracking.  The ‘Animeta Verified Program’ ensures expert creator curation, enhancing video commerce skills. Streamlined processes include creator selection, production oversight, and seamless interaction with consumers using short-links and auto-chat tech. Integration with e-commerce platforms ensures smooth transactions and real-time performance assessment.

    Animeta founder Anish Mehta shared his excitement, “It’s all about right ‘Collabs’ in the Creator Economy. Partnering with Technopak, a top management consulting firm, is one such exciting ‘Collab’ for Animeta. Combining our tech-data platform with Technopak’s market expertise & access will enable us to provide impactful influencer marketing & creator commerce solutions to brands, while delivering tangible ROI for their investments through the creation of near-term sales & long-term value”.

    Founded on the philosophy of “concept to commissioning,” Technopak forms strategic partnerships with clients, aiding them in identifying high-value opportunities, overcoming critical challenges, and fostering robust, high-growth business models. Leveraging the collective expertise of over 85 professionals, Technopak specializes in consulting, M&A and marketing partnerships across sectors including retail, consumer products, fashion (textile and apparel), food services and sustainability.

    Technopak president & managing partner Saloni Nangia articulated her enthusiasm, “At Technopak, our core commitment is empowering businesses with innovative solutions driving growth & we’re on the constant lookout for progressively disruptive solutions which can create long-term business impact. Our collaboration with Animeta underscores this dedication, as we integrate Animeta’s advanced tech-data platform into our service offerings at Technopak. Together, we aim to deliver unparalleled value and measurable results across retail, consumer goods, fashion and services sectors.”

    The collaboration between Animeta and Technopak signifies a synergy of expertise and innovation, poised to drive substantial value and measurable outcomes for businesses across various industries.

  • Features high refresh rates, low latency, and MEMC-enhanced motion and gaming experience.

    Features high refresh rates, low latency, and MEMC-enhanced motion and gaming experience.

    Mumbai: Haier Appliances India, a global major appliances brand for 15 consecutive years, has announced the launch of its latest Smart QLED Series S800QT. Designed to elevate the home entertainment experience, the series has a 4K QLED display and comes in four sizes 75”,65″, 55″ and 43”. It will be available across all channels starting at a price of Rs 38,990.

    The all-new QLED series builds upon Haier India’s widespread acclaim of providing an unparalleled entertainment experience, offering enhanced features, and mesmerizing design elements. With quantum dot technology at its core, the S800QT series delivers an exceptional spectrum of colours, incredibly lifelike visuals, and unmatched clarity with a 4K display. This revolutionary series seamlessly integrates cutting-edge technology with a visually captivating look, aiming to immerse consumers in an unparalleled cinematic journey from the comfort of their homes.

    Haier India president NS Satish stated, “At Haier, we are dedicated to continuously redefining the home entertainment experience, and with the feature packed S800QT QLED series, we’re delivering a harmonious blend of cutting-edge technology and aesthetic finesse. Catering to consumers who seek uncompromised visual brilliance and an immersive cinematic haven in their own homes, Haier India aims to meet the evolving needs and preferences of consumers, offering them an unparalleled home entertainment solution. The launch of the new QLED series highlights our commitment to providing consumers with best-in-class technologically advanced products that combine style and innovation.”

    Dolby Vision Atmos:

    With Dolby Vision Atmos, you can truly feel an immersive viewing and listening experience with a deeper connection to the movies, shows, music, sports, and games you love. Prepare to hear what you’ve been missing with an unparalleled immersive experience that will leave you craving for more.

    The new series is poised to set a new benchmark in home entertainment, inviting consumers to indulge in the brilliance of advanced technology and superior design. With this latest offering, Haier India reaffirms its position as a pioneer in the industry, consistently driving innovation to meet and exceed the evolving needs of its discerning customers.

    Google TV:

    Haier’s S800QT seamlessly integrates with Google and provides access to a vast range of apps, content, and streaming services, allowing consumers to experience endless entertainment possibilities at the touch of a button. It also provides you with curated recommendations based on your watching habits.

    Smooth gaming experience with 120Hz DLG and 2GB RAM:

    The new range offers ultra-smooth motion reproduction and reduced motion blur during fast-paced action sequences, ensuring a truly immersive viewing experience with DLG (Dual Line Gate) technology. The TV automatically detects the content and adjusts its refresh rate up to 120Hz and has a super low latency than ever before. This offers a much smoother gaming experience at your fingertip with 2GB RAM and 32GB storage.

    Unparalleled viewing experience:

    It comes power-packed with MEMC, the UI is faster and smoother, and gives exceptional clarity in every frame, this TV is destined to enhance your movie-watching and game-playing experience. Equipped with a Variable Refresh rate and DLG 120Hz, the S800QT QLED Series ensures smooth and detailed visuals, allowing you to fully immerse yourself in fast-moving images.

    Hands-free voice control with far field technology:

    The series introduces effortless TV control through hands-free voice commands. With the power of hands-free voice control, users can effortlessly adjust settings, switch channels, search for content, and perform various other tasks, all without the need to lift a finger by just saying ‘OK Google’.

    Micro dimming:

    Enhance picture quality and detail through advanced micro-dimming technology, providing deep contrasts and vibrant colours for a lifelike experience.

    Elegant metal design:

    Taking consumer preferences to heart, Haier India has meticulously crafted the S800QT series to seamlessly blend into modern living spaces. The sleek and elegant metal design exudes sophistication and elevates the overall aesthetics of the series.

    Price and offers

    Starting at a price of Rs 38,990, the Haier S800QT QLED series will be available on both online and offline channels.

  • Accenture launches Media Thrive Index for media and entertainment industry

    Accenture launches Media Thrive Index for media and entertainment industry

    Mumbai:  Accenture announced the launch of its Media Thrive Index to assess the impact of reinvention strategies on media and entertainment companies’ ability to succeed financially and strategically in an increasingly challenging industry.

    The Media Thrive Index is a response to the findings of Accenture’s third annual “Reinvent for Growth” global entertainment study, which surveyed 6,000 consumers across 10 countries including India about their media consumption behaviours. The study highlighted a complex landscape of challenges facing traditional media companies in which marginal strategies won’t restore them to economic or strategic health.

    “While the media industry is growing, the industry players are not. This essentially means that the value is shifting elsewhere. It is amply clear that incremental actions taken with a survivalist mentality will not help media companies thrive in the future,” said Neeraj Sharma, MD and Lead for Accenture’s Media industry in Growth Markets. “For media companies, the need of the hour is to place big bets, go where consumers want to be while exploring new avenues of growth, redefining new roles in the entertainment value chain, and tapping new sources of revenue.”

    The Media Thrive Index assessed 50 different strategic options for reinvention, identified from a range of initiatives launched by companies and Accenture’s strategic analysis. The assessment found most options so far are modest adjustments, which do not substantially alter a company’s economic profile. Only radical moves show a path for legacy media companies to secure the sound financial footing needed to thrive and sustain success.

    Caption: Accenture’s Media Thrive Index measures the extent to which a reinvention strategy positions a company to succeed by assessing its likely financial, growth, and strategic impact.

    Key findings from the study highlight some of the challenges facing media organizations:

    ●   Tired of Browsing – More than 35 per of consumers in India say they struggle to navigate between different entertainment services, apps and devices while 72 per cent say of recommended content does not match their interests.

    ●   Serial Churners – Nearly 65 per cent of consumers in India are cancelling and resubscribing to services based on the availability of desirable content. In 2023, 63 per cent of consumers in India cancelled more subscriptions than the previous year.

    ●   Shifting Preferences – Two-thirds of consumers in India consider user-generated content to be as entertaining as traditional forms of media. In all scenarios presented to consumers, such as “when I want something funny” or “when I want to relax,” social media and social video platforms were consistently picked over streaming video services as the media of choice.

    The study also found opportunities for media organisations to expand beyond traditional content offerings, including aggregation platforms and lifestyle bundles. A majority (89 per cent) of consumers in India said they would be inclined to use a single app to access all their digital services across both media and non-media categories. Additionally, Accenture projects lifestyle bundles to reach $3.5 trillion in consumer spending by 2030 with technology brands better positioned over traditional media brands to be the creators of these bundles.

    Research Methodology
    Accenture researched to gain an understanding of consumers’ preferences, beliefs and behaviours on their online entertainment experiences. The online survey of 6,000 consumers aged 18+ in 10 countries (Australia, Brazil, Canada, Germany, India, Italy, Japan, Spain, the U.K. and the U.S.) was designed to assess the impact of shifting media consumption habits on company strategies and offer suggestions for brands across the media spectrum to adapt their models to be more relevant and successful with customers. Fieldwork was conducted between November and December 2023. Oxford Economics assisted in developing the survey, carrying out fieldwork, analyzing the data, and deriving key insights.

  • “AET spends around 6-7 per cent of its revenue solely on R&D” Su Piow Ko

    “AET spends around 6-7 per cent of its revenue solely on R&D” Su Piow Ko

    Mumbai: In the realm of visual communication technology, AET Displays Ltd. Established in 2015 and later joining forces with the Guangda Group in 2019, AET has swiftly risen to prominence in the LED display manufacturing sector. Renowned for its precision engineering and unwavering commitment to research and development.

    AET has redefined industry standards with its cutting-edge displays. With a diverse portfolio spanning indoor and outdoor applications, cinema, and broadcasting, AET’s displays offer unparalleled clarity and vibrancy, captivating audiences worldwide.

    As a leader in fine pitch, MiniLED, and MicroLED technologies, AET continues to push boundaries and set new benchmarks, making it the preferred partner for businesses seeking visual excellence.

    Indiantelevision caught up with AET Displays Ltd vice president Su Piow Ko and talked about strategic evolution, market analysis and expansion strategy, embracing micro LED technology, R&D excellence and much more…

    On AET Display’s growth evolving in recent years, detailing major milestones and strategies employed for brand expansion

    Starting with how we stand in the market, it took us three years to design, manufacture, and enter the market. What makes us stand firm in the market? Well, our modern packaging technologies – COB Technology (Chip on Board), MIP Technology (Micro LED in Package) & QCOB technology as well as our exceptional R&D technologies set us apart from our major competitors. AET is now a Fully vertically Integrated supply chain with a major focus on Mini & Micro LED tech for now. No wonder AET is a place where brilliance meets innovation!

    On AET Display approaching the market analysis and identifying opportunities for growth and expansion within the fine-pitch LED display industry

    AET Display employs comprehensive market analysis, leveraging data-driven insights and industry expertise to identify trends, customer preferences, and emerging opportunities. This informs strategic decisions, enabling proactive steps in product development, market penetration, and competitive positioning within the fine-pitch LED display sector.

    On the new markets or regions that AET Display is targeting for expansion, and factors contributing to the selection of these markets

    AET Displays, a Fully vertical Integrated supply chain is targeting pan India for expansion, which does not only include metropolitan cities, but tier 2 & 3 cities as well. However, our major targets for 2024 are – Delhi, Bengaluru, Hyderabad, Ahmedabad, Pune & Lucknow. Notably, we had a partner event called ‘Envision Brilliance’ in Lucknow on 27th January, 24, which was a great success. India’s movement towards digital India as well as the transformation of the advertising industry, from simple billboards to active LEDs made us decide to go for the Indian market. Additionally, India being among the fastest-growing economies attracted our focus.  

    On AET Display positioning itself to leverage Micro LED technology and the advantages that micro LED offers over traditional LED displays

    As mentioned above, AET being the fully vertical Integrated supply chain is majorly targeting the Mini & Micro LED technology. AET has fully automated COB manufacturing, producing 5000 sqm/month. Our micro LED offers – enhanced brightness & contrast, energy efficiency, sustainability, faster response time, and many more.

    On the R&D efforts that AET Display is undertaking to advance micro LED technology and integrate it into its product lineup

    AET Display’s R&D efforts in Micro LED technology focus on enhancing display performance, optimizing manufacturing processes, and ensuring seamless integration into existing product lines. Notably, AET spends around 6-7 per cent of its revenue solely on R&D. Our current R&D technologies are listed below:

       2D/3D Nano Quantum Dot materials

       QD LED Chips

       Micro-LED Specialised Control ICs

       Driver ICs

       Embedded CPU Image Multiprocessing

       Micro Pitch LED Display Technology

    On the key priorities and objectives for AET Display in terms of continued growth and expansion in the coming years

    AET Display’s major focus is to bring modern LED technology to India alongside advancing R&D and implementing modern packaging solutions. We are majorly focused on providing our customers with superior after-sales support. By catering to India’s growing tech demand, and staying innovative, we aim to drive growth and expansion in the growing Indian market.

  • Clear Premium Water reaches 1600 HoReCa clients by March 2024

    Clear Premium Water reaches 1600 HoReCa clients by March 2024

    Mumbai- Clear Premium Water, the flagship product of Energy Beverages Pvt. Ltd. (EBPL), has reached a significant milestone in its mission to provide safe and clean drinking water to millions. With a steadfast commitment to quality and a focus on social and environmental responsibility, Clear Premium Water has successfully reached 1600 HoReCa (Hotels, Restaurants, and Catering) clients by March 2024, marking a substantial increase from 90 HORECA clients it had In 2020. Currently, HoReCa is contributing 50% of the overall sales of the brand.

    Established in 2005, Clear Premium Water has been at the forefront of redefining industry standards while remaining dedicated to societal and environmental well-being. Launched in 2010, Clear Premium Water is renowned for its premium quality and unique packaging design, featuring vertical labeling in a distinctive square bottle, offering co-branding options.

    Clear Premium Water founder & CEO Nayan Shah expressed, “At Clear, We’re committed to embracing every aspect of the market, solidifying our leadership in the HoReCa segment while expanding our influence. This is a testament to our growing presence and dedication to delivering exceptional quality and service.”

  • Godrej Food Trends Report forecasts 2024’s hottest food trends

    Godrej Food Trends Report forecasts 2024’s hottest food trends

    Mumbai: Godrej Vikhroli Cucina- a curated, brand-agnostic, owned media platform- hosted a star-studded launch for the highly anticipated Godrej Food Trends Report 2024 at the glamorous Godrej L’Affaire 2024. The report, under the theme ‘Provenance’, explores the rich tapestry of India’s food culture, delving into the diverse origins of ingredients and India’s culinary practices. Godrej Industries Ltd executive director & chief brand officer Tany Dubash, unveiled the seventh edition of the report, sparking curiosity among food enthusiasts like Malaika Arora who were present to discover the fascinating trends shaping the future of food.

    The Godrej Food Trends Report 2024 convened over 190 thought leaders from diverse culinary backgrounds, including celebrity chefs, bloggers, and nutritionists who shared their insights on the comprehensive trends cited in the report.

    In an ever-evolving culinary landscape, the theme of Provenance signifies the exploration and amplification of the depth and diversity of Indian cuisine, it not only connects us to the origins of our food but also highlights the need for sustainable practices that preserve our culinary heritage. The report also throws light on conscientious eaters who seek transparency and authenticity and gravitate towards products that champion the values embedded in their journey from farm to plate.

    Commenting on the 2024 edition of the report, Dubash said, “The Godrej Food Trends Report 2024 marks another milestone in our quest to spark conversations and identify trends in the food industry. Consumers are getting savvier about their diets, focusing on mindful nutrition. With a focus on Provenance, this edition celebrates India’s rich culinary heritage and invites readers to explore the myriad flavours and cultures that define our nation. I am confident that readers will be captivated by the depth and diversity of insights offered within this edition, further solidifying India’s position as a global leader in the realm of food and gastronomy.”

    Rushina Munshaw Ghildiyal, Managing Director of Perfect Bite Consulting and Curating Editor of the Godrej Food Trends Report, sets the stage for the 2024 edition: “As we launch the 2024 edition, we continue to witness India’s emergence as a global culinary powerhouse, rooted in the theme of Provenance. In India, provenance is guiding our most relevant conversations around food. This interest in provenance is also translating into real growth for the F&B industry. The traditional plate, once dictated primarily by seasonality and local bounty, is now being driven by a quest for flavour. I am optimistic that the Indian food industry will prove to be a benchmark for empowerment and innovation in the years to come. Just as each dish in a multi-course meal tells a story, each section of the Godrej Food Trends Report 2024 invites readers to savour the insights and flavours of our diverse food culture.”

    Some key insights from the Godrej Foods Trends Report 2024 are:

    . Authentic cuisine will drive travel experiences: Experts forecast that 92.3% travellers will join Culinary site tours to enrich their travels through authentic culinary encounters

    . Bespoke cocktails will raise the bar: Experts reveal that the bar scene in 2024 will be illuminated by dedicated menus around Indian-origin spirits by 82.7%

    . Chocolate will become a sophisticated affair: Indian chocolatiers are increasingly showcasing the unique nuances of Provenance by artfully combining local grown, high-quality, cacao beans as experts report a 94.2% in artisanal chocolates.

    . K-food will become mainstream: Korean culture has been garnering a cult following, with its bold flavours and diverse dishes. Korean restaurants will see significant traction, with concepts like teppanyaki, robata, and ramen becoming increasingly prevalent.

    . Ghee will rise again: From health-conscious millennials to flavour-driven foodies, ghee’s natural goodness, will have a renewed appeal by 84.6% as we take inspiration from our culinary roots.

    . Women in food will be in spotlight: 2024 will illuminate the pivotal role women have played in the culinary landscape of India. From regional custodians to food entrepreneurs, chefs, bartenders and brewers, women will finally get due recognition for their contribution to shaping Indian gastronomy.

    “India’s soft power is our cuisine and its sheer diversity, and the power of our history, plurality, and continuity. So, I am happy to see it finally valued for being authentic and unapologetically true to itself. For the longest time, we have been carpet-bombed with a generalized idea of Indian food defined by political boundaries. But whatever prism you use to break it down by, the context for regional cuisines will always be the geography, agriculture, climate, and culture of a place.” shares Celebrity chef Ajay Chopra.

     

  • PUMA ropes in fitness icon Milind Soman as running ambassador

    PUMA ropes in fitness icon Milind Soman as running ambassador

    Mumbai: Sports brand PUMA has officially signed renowned fitness icon Milind Soman as its Running Ambassador, marking his first-ever partnership with a performance-wear brand.

    Having kickstarted his running journey at the age of 38, Milind Soman has always advocated injury-free and safe running practices across various terrains, alternating between barefoot running and shoes depending on the requirement. As part of his partnership with PUMA, Milind will run in the NITRO range – lightweight shoes renowned for their unparalleled cushioning, speed, traction, and stability, wherever the route requires wearing shoes. Among the range, the Deviate NITRO 2 stands out as Milind’s favourite, distinguished by its roomy toe box fit, which provides exceptional support and comfort for his larger feet.

    As a high-performance sporting brand, PUMA’s shoes are preferred and worn by numerous sporting icons, including cricket legends Virat Kohli, Harmanpreet Kaur, and Mohammed Shami; sprinting champion Usain Bolt; football stars Neymar Jr and Sunil Chhetri and celebrated boxer MC Mary Kom.

    Speaking about this exclusive coming together of legends of the game, Karthik Balagopalan, Managing Director, PUMA India said, “Milind Soman has been the face of running in India and is an inspiration. While he is well-known as a barefoot runner, PUMA becoming his preferred choice of footwear is a testament to the superior NITRO technology in our shoes that provides comfort, performance, and energy return to thrive in the most demanding conditions. This partnership signifies PUMA’s commitment to supporting athletes in their pursuit of excellence, regardless of age, background, or circumstances. We are thrilled to have Milind Soman in the PUMA family and we are confident that this association will further push and strengthen the running revolution in the country.”

    PUMA announced its association with Milind through a campaign film for its range of NITRO shoes. The film addresses everyday runners and highlights the reality that running is not an easy sport – it pushes your mind and body. The campaign film emphasizes that while running will still be tough, with PUMA NITRO, the run feels better.

    Under this partnership, Milind will endorse PUMA’s NITRO range of footwear and apparel. He will also contribute to the growth of the running community alongside PUMA and represent the brand at top running events and campaigns throughout the year. Additionally, he will also serve as the face of PUMA’s bodywear for men.

    “Running is undoubtedly one of the fastest-growing sports in India and I foresee our nation on the brink of becoming a global leader, such as China, Japan, and Singapore in the region, in producing top-tier runners and running communities, including amateur marathon enthusiasts. I meet runners and travel groups across the country all the time and understand the significance of running gear in making running more comfortable. Personally, I have always been impressed by the impeccable fit, comfort, performance, and design of PUMA shoes. As PUMA’s running ambassador, I will work closely with the brand and inspire people around the world to push beyond their perceived limitations and defy the odds,” said Milind Soman, who also likes the colourful variants that PUMA’s running shoes come in.

    Through his running and fitness endeavours over the years, Milind has inspired countless fitness enthusiasts to take up running. Currently, he covers an impressive average of 300 kilometres every month as an active runner.

    According to the one-of-a-kind sports-focused survey, by PUMA India and analytics firm Nielsen Sports, running was the most actively participated sport & fitness-related activity by adults in India in the year 2023.