ITV

Category: Marketing

  • The Content Lab secures integrated marketing deal with Reise Moto

    The Content Lab secures integrated marketing deal with Reise Moto

    Mumbai: Mumbai-based content studio, digital agency and production house —The Content Lab, has partnered with two-wheeler tyre and riding gears brand, Reise Moto to spearhead marketing strategies that will help motorcycle and other two-wheeler riders better their riding experience.

    Reise Moto, the B2C division of Mahansaria Enterprises Pvt. Ltd, having promoters with a strong pedigree of building two successful global brands specialising in the off-highway tyre segment for nearly four decades, was founded a year ago. The fairly new brand is now poised to diversify its offerings from two-wheeler tyres to a comprehensive range of riding gears that cater to every possible need of a biker.

    Reise Moto and The Content Lab will embark on a series of marketing initiatives aimed at showcasing the brand’s core message of ‘the joy of riding’. The initiatives will highlight Reise Moto’s product lineup, foster community engagement and provide valuable resources for riders to enable and elevate experiences on their journeys. From captivating social media campaigns to immersive brand experiences, this collaboration pledges to deliver unparalleled value to motorcycling enthusiasts across India.

    “Reise Moto epitomises quality and innovation within the motorcycling industry. We are privileged to collaborate with such a distinguished brand that is poised on the threshold of growth and expansion. We look forward to leveraging our expertise to propel Reise Moto to new heights of success, with a fresh take on a category that has been saturated with conventional messaging over the years. We intend to achieve this through innovative, engaging and scalable content creation.” says Supriya Sehgal, Co-founder of The Content Lab.

    Leveraging The Content Lab’s proficiency in marketing strategy, content creation and digital engagement, Reise Moto aims to fortify its market position and forge stronger connections with motorcycling enthusiasts throughout India.

    “The collaboration with The Content Lab heralds an exciting new chapter for us at Reise Moto. We are thrilled to have the expertise of The Content Lab to help us further amplify the Reise Moto brand,” said  Mahansaria Enterprises Pvt. Ltd MD Yogesh Mahansaria. “Their innovative marketing approach perfectly aligns with our commitment to delivering exceptional products and experiences to our customers. Together, we eagerly anticipate reshaping the motorcycling landscape and inspiring riders to embark on unforgettable journeys,” he added. 

  • Seattle Orcas partners with Sportz Interactive as the official digital agency

    Seattle Orcas partners with Sportz Interactive as the official digital agency

    Mumbai: Seattle Orcas, the flagship Major League Cricket (MLC) franchise representing the Pacific Northwest, have partnered with Sportz Interactive (SI) as its official digital agency. This marks a significant milestone as it represents SI’s first collaboration with a MLC team.

    Sportz Interactive will play a pivotal role in enhancing Seattle Orcas’ digital presence, focusing on fan acquisition, retention, and commercialization. The partnership aims to elevate the overall fan experience while creating meaningful interactions between the team, its supporters, and its sponsors.

    In the first year of this exciting collaboration, Sportz Interactive will concentrate on harnessing first-party data, ensuring robust retention strategies on various social media platforms, and contributing to the creation of substantial value within the Seattle Orcas’ ecosystem. This approach aligns with SI’s commitment to delivering innovative and engaging digital solutions.

    “Seattle Orcas are thrilled to welcome Sportz Interactive into our family as our official digital agency,” said Seattle Orcas co-owner Sanjay Parthasarathy. “In this digital age, establishing a strong, unique and different online presence is crucial, and we believe Sportz Interactive’s expertise will bring an added perspective to our engagement strategies”.

    Sportz Interactive is known for its commitment to storytelling and this ethos will be at the core of its collaboration with Seattle Orcas. The digital agency brings a wealth of experience in crafting compelling narratives that resonate with audiences, contributing to a deeper connection between the team and its supporters.

    “We are excited to embark on this journey with Seattle Orcas, our first Major League Cricket team. Through this relationship, we aim to elevate the digital presence of Seattle Orcas, build a loyal fan base and create long term commercial value for the franchise,”  said Sportz Interactive CEO Siddharth Raman.

    As Seattle Orcas and Sportz Interactive join forces, they look forward to setting new benchmarks in the digital landscape of Major League Cricket. The partnership is poised to bring fresh and innovative digital experiences to fans, fostering a deeper sense of community and engagement.
     

  • 78 per cent urban Indians perceive India to be on right track: Ipsos Global Advisor What Worries the World

    78 per cent urban Indians perceive India to be on right track: Ipsos Global Advisor What Worries the World

    Mumbai: The Feb 2024 wave of the Ipsos What Worries the World shows that at least 78 per cent of the urban Indians polled believe India is moving in the right direction. Interestingly, there was an eight per cent surge seen over Jan 2024. On the contrary, six in ten global citizens said their country is on wrong track.

    wrong-track

    Countries belonging to the global south were at the top of the heap. Signalling the new shift in growth and optimism. The markets being Indonesia (80 per cent), India (78 per cent), Singapore (76 per cent), Thailand (68 per cent), Argentina (60 per cent), Malaysia (57 per cent) etc. Countries most downbeat about the future and believing their country is on wrong track and at the bottom of the heap were – Peru (16 per cent), South Africa (18 per cent), France (23 per cent) and Hungary (23 per cent).

    What worries urban Indians and global citizens

    Ipsos What Worries the World global survey also covers views on the top issues citizens believe their countries are facing. In Feb top issues enlisted by Indians included – Inflation (49 per cent), unemployment (43 per cent), education (35 per cent), crime and violence (23 per cent) and financial and political corruption (21 per cent). For global citizens their top worries included inflation (36 per cent), poverty and social inequality (30 per cent), crime and violence (30 per cent), unemployment (26 per cent) and financial and political corruption (62 per cent).

    Ipsos  

    “In Feb we witness more Indians being confident about the future and about how we are doing as a country. India has always been resilient during torrid times. Even with the 2 wars (Ukraine & Gaza) impacting global economies including India, increasing inflationary conditions and leading to massive job cuts. We have shown stability and consistency in growth. As a country we are defining our own set of priorities for trudging forward . A confident nation has a positive impact on its citizens. Indians worry about inflation, unemployment, education, crime and corruption the most. The survey highlights issues to flag it to the govt that some of these areas need attention. Though inflation continues to be the No.1 global worry as well,” stated Ipsos India CEO Amit Adarkar.

    “It’s a double whammy of issues Indians are dealing with – high cost of living and unemployment. And these issues continue to sit on the top, for 2 years in a row now. Global polycrisis has accentuated it for India as we live in an interconnected world and no country is insulated from it,” added Adarkar.

  • Gulf launches unstoppable army campaign: Excuses CSK players and fans take centre stage

    Gulf launches unstoppable army campaign: Excuses CSK players and fans take centre stage

    Mumbai: Gulf Oil Lubricants India, a leading player in the Indian lubricant industry, is thrilled to announce its innovative campaign for this T20 season, titled “Gulf Unstoppable Army”. In a groundbreaking move, Gulf Oil has decided not to feature Chennai Super Kings (CSK) players in its advertisements this season. Instead, the brand has launched an announcer film on digital platforms to highlight this novel approach, empowering CSK’s passionate fan base to create the advertisements, thereby giving the players more time to train and aim for their sixth title.

    The campaign’s launch was made by a revealing behind-the-scenes film, offering a glimpse into this innovative approach. Picture a bustling set, filled with anticipation. As CSK’s beloved players, led by MS Dhoni, step onto the scene, there is a palpable energy. Yet, Ravi Chawla, MD & CEO of Gulf Oil Lubricants India Ltd, unveils a different agenda – one centred around giving the players the space they need to excel. “This season, Gulf is giving you the gift of time,” he declares, stressing the importance of their undivided attention on the game.

    CSK CEO Kashi Viswanath underscores the significance of this decision, providing the players with an opportunity to refine their skills. The film concludes with a call to action for fans, inviting them to join the #GulfUnstoppableArmy by creating their own Gulf ads, highlighting the brand’s commitment to both the team and its loyal supporters.

    Gulf Oil Lubricants India MD & CEO Ravi Chawla commented, “This year, we are taking a fresh approach by celebrating the true spirit of cricket and its passionate fans. The Gulf Unstoppable Army campaign is a tribute to the unwavering support and passion of the CSK fan base. We believe that by giving our beloved CSK players the gift of time, we are not only supporting their quest for another title but also engaging the fans in an unprecedented way, making them an integral part of our journey.”

    Dentsu Creative West group executive creative director Ajeet Shukla adds, “The T20 season is that challenging phase of advertising where you’ll have to & must do something disruptive and good to get noticed. That’s what our attempt has been this time with the idea of not using CSK players for Gulf Ads. Instead giving back the time to practice and hopefully emerge as Champions for the 6th time. Now you must be wondering who’ll be making ads for us. Fans will. Something super interesting is coming soon.”

    The Gulf Unstoppable Army campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters. While primarily digital, the campaign will also extend its reach to TV and outdoors, ensuring widespread visibility and engagement.

    The brand campaign film will be featured across digital platforms including YouTube, Facebook, and Instagram.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Gulf Oil (@gulfoil.india)

     

  • Godrej Tyson Foods presents a diverse showcase of Yummiez and Real Good Chicken at AAHAR 2024

    Godrej Tyson Foods presents a diverse showcase of Yummiez and Real Good Chicken at AAHAR 2024

    Mumbai:  Godrej Tyson Foods Ltd (GTFL), a joint venture of Godrej Agrovet Limited and Tyson Foods, U.S.A, commanded a prominent presence at the 38th edition of AAHAR – The International Food and Hospitality Fair in New Delhi. GTFL’s showcase centered around its extensive product portfolio, anchored by the consumer favourite brands, ‘Real Good Chicken’ and ‘Godrej Yummiez,’ reiterating the company’s standing as a key player in the Hospitality, Restaurant, and Catering (HoReCa) segment.

    A leader in the frozen food category, GTFL offers a sizable range of over 50 frozen vegetarian and non-vegetarian ready-to-cook products under the ‘Godrej Yummiez’ brand. Noteworthy additions to the exhibit included the easy-to-cook Crispy Fried Chicken, Crispy Chicken Bites, nutritious Millets Patty, and the delectable Crispy Potato Starz along with range of Real Good Chicken processed poultry products. These offerings epitomize GTFL’s efforts in launching products as per evolving consumer preferences.

    The showcase underscored GTFL’s operational prowess, particularly in the Quick Service Restaurants (QSR) and Business-to-Business (B2B) segments. Leveraging Godrej’s robust supply chain expertise and Tyson’s capabilities in vertically integrated poultry processing, the collaboration strategically addresses the escalating demand for quality poultry in India. GTFL’s focus remains steadfast on serving the diverse needs of QSRs, hotels, restaurants, and cafes.

    GTFL, as a responsible corporate entity, provides high-quality, safe, and cost-effective frozen food products through its esteemed brands ‘Real Good Chicken’ and ‘Yummiez’. The company’s unwavering dedication to delivering world-class standards tailored to local tastes underscores its pivotal role in supporting India’s burgeoning food industry, quick-service restaurants, and modern retailers.

    Speaking on participating at AAHAR 2024, Godrej Tyson Foods Ltd CEO Abhay Parnerkar said, “The 38th edition of AAHAR provided us with a platform to showcase our extensive portfolio and the innovation we have achieved in the ready-to-cook category. With our prominent brands, Real Good Chicken and Yummiez, we have unwaveringly stayed true to our commitment to delivering quality food products to the B2B and B2C sectors. As we look to expand our retail & HoReCa footprint in FY25, AAHAR 2024 will provide us with an opportunity to have effective conversations with domestic & global customers.”

  • Celio India’s gen-AI integration sparks change

    Celio India’s gen-AI integration sparks change

    Mumbai: Celio India, the French menswear brand, is creating ripples in the fashion industry by integrating generative AI across different business functions. This innovative approach not only enhances creative processes but also optimises operational efficiency, positioning Celio as a frontrunner in the realm of fashion innovation.

    Leveraging AI-powered tools and algorithms, Celio has streamlined its content generation pipeline, driving efficiency and innovation while enhancing creativity and customer engagement. By harnessing the power of GenAI, Celio is able to analyse vast amounts of data to gain valuable insights into consumer preferences, trends, and behaviour, facilitating tailor-made content to resonate more effectively with their target audience. This data-driven approach enables Celio to produce personalized, high-quality content at scale, spanning across various channels, from social media to e-commerce platforms resulting in compelling storytelling and fostering deeper connections with its customers.

    The fashion industry is currently at a crucial point, dealing with the twin challenges of making fashion more sustainable and accelerating innovation throughout the entire process. Celio is tackling these challenges directly by incorporating GenAI into its system. One such example is where GenAI is seen to be playing an important role in optimizing Celio’s inventory and supply chain management by enhancing operational efficiency throughout the organisation, as well as ensuring streamlined restocking procedures and reducing leftover inventory.

    Celio’s adoption of AI technologies ensure highly personalised shopping experiences, suggesting products that match individual customer preferences. This personalised touch strengthens the bond with customers, boosting loyalty and enhancing the overall shopping experience.

    Commenting on this innovative development, Celio India CEO Satyen Momaya said, “At Celio, we find ourselves at a pivotal moment, utilising AI to optimize both operational efficiency and foster creativity. This strategic move marks a significant step towards sustainable fashion practices. GenAI is reshaping how we generate product images and creative content, reducing time and resources. This transformative technology, coupled with GenAI’s content creation and personalization capabilities, deepens our connection with customers, enriching their shopping experience and fostering lasting loyalty.”

  • Forbes India Leadership Awards 2024 honours business stalwarts shaping India’s growth story

    Forbes India Leadership Awards 2024 honours business stalwarts shaping India’s growth story

    Mumbai: The highly anticipated leadership event of the year, the Forbes India Leadership Awards 2024, concluded on Thursday night in Mumbai. The 13 editions of the awards honoured the beacons of leadership and innovation in the presence of business and film industry stalwarts.

    In his welcome address, Forbes India editor Brian Carvalho said, “FILA encapsulates all that Forbes India stands for leadership, innovation, entrepreneurship and wealth – creating it, and giving it. It’s on these four firm pillars that the Forbes India Leadership Awards are founded.”

    The keynote address was delivered by business icon and leading figure in the banking industry, Kotak Mahindra Bank, founder and director Uday Kotak where he shared insights on leadership and the future of finance.

    Stressing on the need for Indian financial institutions to be equipped with new technologies such as AI, Kotak said, “The traditional Indian financial players, who are good in the domain of risk and return, normally fail in technology. The world is moving to world-class financial institutions which can combine the power of knowledge of finance and risk management with world-class technology, delivering superior customer experience, while managing risk and making the whole transition seamless.”

    Kotak was honoured with the Institution Builder award for his contribution to taking the Indian banking industry forward and creating an institution that has become the fourth-largest bank in India. Harsh Mariwala, founder and chairman of Marico Ltd., presented the award.

    To further brighten the evening, Karan Johar and Shahid Kapoor, two men renowned for their art, craft, and leadership capabilities in Bollywood, talked about the new order of cinema and the evolution of a star, respectively. While Johar expressed his optimism for the growth of both OTT platforms and the big screen, Kapoor talked about his journey of self-discovery. Both stars were conferred with the Icon of Excellence award for their contributions to Indian cinema and OTT industry.

    The Forbes India Leadership Award 2024 for Entrepreneur of the Year was awarded to Sunil Vachani, executive chairman of Dixon Technologies. The award underscores his transformational leadership, making Dixon Technologies one of India’s biggest electronics manufacturing companies.

    The Forbes India Leadership Award 2024 for Emerging Innovator was awarded to Bellatrix Aerospace for its pathbreaking innovations in space technologies. Bellatrix Aerospace is emerging as a revolutionary space tech company with advanced propulsion technologies for space mobility. The award was received by Yashas Karanam, COO of Bellatrix Aerospace.

    Tata Motors won the Forbes India Leadership Award 2024 for Turnaround Star. The award underscores Tata Motors’ resilience in overcoming adversities and becoming the third-largest car manufacturer in the country. The award was received by Shailesh Chandra, MD of Tata Motors Passenger Vehicles and Tata Passenger Electric Mobility.

    Chandra spoke on the challenging times and recent journey of Tata Motors, from a market share of 4.8 per cent to becoming the leader in the industry. He said, “We were at rock bottom level four years back, in a situation of a perfect storm where there was a question on existence itself. Today, we can all dream to thrive at Tata Motors.”

    The Forbes India Leadership Award 2024 for Ecosystem Enabler was given to Professor Ashok Jhunjhunwala, Institute Professor & President, IITM Research Park. The award recognises his efforts to promote innovation and bridge the gap between industry and academia in India.

    Groww won the Forbes India Leadership Award 2024 for Promising Startup. Groww has been a key player in the brokerage industry for simplifying investing while registering phenomenal growth in the number of clients. The award was received by Harsh Jain, co-founder and COO of Groww.

    Mamaearth won the Forbes India Leadership Award 2024 for Startup Value Creator. Ghazal and Varun Alagh, co-founders of Mamaearth, received the award. Mamaearth has not just created a place for itself in a highly competitive market, but its parent company, Honasa Consumer, has also generated great returns for its early investors.

    The Forbes India Leadership Award 2024 for Grassroot Philanthropists was awarded to Zarina and Ronnie Screwvala, co-founders of Swades Foundation, for their efforts in creating positive change in people’s lives at the grassroots level through their philanthropic efforts. The Swades Foundation is working in rural India to eradicate poverty through its efforts to provide education, water, and health services to rural people.

    Eeki Foods won the Forbes India Leadership Award 2024 for Emerging Climate Warrior. Eeki Foods produces staple vegetables using technologies that are climate-saving and reduce growing costs. Abhay Singh, co-founder and CEO, and Amit Kumar, co-founder and COO, received the award from Andrew Holland, CEO of Avendus, and Angelo George, CEO of Bisleri.

    Wagh Bakri Tea Group won the Forbes India Leadership Award 2024 for Regional Goliath for consistently maintaining their consistency, resilience, and dominance in the West Indian region in the tea industry against the dominant pan-India players. The award was received by Rasesh Desai, vice chairman and MD of Wagh Bakri Tea Group along with Paras Desai, executive director; Vidisha Desai, director, and Priyam Parikh, Whole Time Director, from Kunal Bahl, co-founder of Titan Capital, and Shankar Sharma, founder of GQuant and First Global.

    The Forbes India Leadership Awards 2024 for GenNext Entrepreneur was awarded to Parth Jindal, MD of JSW Cement and JSW Paints. The award underlines Jindal’s role in revitalising the JSW group and opening new avenues of growth, such as JSW Sports.

    The Forbes India Leadership Award 2024 for CEO of the Year was awarded to Praveer Sinha, CEO of Tata Power. The award recognises Sinha’s foresight and leadership acumen for preparing Tata Power for its next phase of growth in the renewable energy sector.

    “Today, we have rediscovered ourselves and getting ready for Tata Power 2.0, which will be good for another hundred years,” Sinha said at the event. He said that ‘Lighting Up Lives’ is not just their motto but also their aim of changing people’s lives.

    Further, a panel of diverse industry experts including Sunil Vachani, co-founder of Dixon Technologies, Sashank Rishyasringa, co-founder of Axio, and Rishi Das, co-founder of IndiQube, provided their insights on leadership in the time of disruption. The trio shared their diverse experience and strategies for disruptions, such as Covid-19 and AI among others.

  • Godrej Appliances joins ONDC Network to strengthen consumer outreach

    Godrej Appliances joins ONDC Network to strengthen consumer outreach

    Mumbai: Godrej Appliances, part of Godrej & Boyce, the flagship company of Godrej Group, has joined the Open Network for Digital Commerce (ONDC) to elevate consumer access to its diverse range of home appliances. This will further increase the brand’s nationwide presence and provide customers with more convenience while purchasing appliances.

    Godrej Appliances has tied up with Mystore to facilitate its enlistment across the Open Network. Presently, Godrej Appliances offers a range of 100+ SKUs through ONDC Network encompassing a wide range of advanced home appliances like refrigerators, air conditioners, washing machines, microwave ovens, dishwashers, air coolers and deep freezers.

    On the back of this extensive Network, the brand aims to cater to several pin codes across 20+ states in India in the coming months. All products available on ONDC Network will be priced at competitive rates as compared to other platforms. Going forward, the brand will also enable easy purchase through consumer finance offers and further tap into marketing opportunities on the ONDC Network.

    Expressing enthusiasm about this strategic move, Godrej Appliances business head & executive VP Kamal Nandi said, “We are excited to be a part of the government backed ONDC, with our partner Mystore to facilitate this endeavor. Godrej’s commitment to engage customers and build loyalty aligns seamlessly with ONDC’s mission to create a digitally inclusive and vibrant marketplace. As we onboard the Network, it enables us to connect with a wide audience and offer them a large variety of Godrej’s advanced home appliances. By 2026, we estimate our ONDC Network contribution to reach 20% of our e-commerce business with our entire range of home appliances.”

    ONDC CEO & MD T Koshy said, “The addition of a trusted brand like Godrej to ONDC Network validates our growing reach and influence. As more prominent brands across sectors join us, it further strengthens the Network’s ability to drive inclusion and innovation. We are thrilled that Godrej recognizes the value of integrating with ONDC Network to enrich consumer choices across India’s towns and cities.”

    ONDC CBO Shireesh Joshi added, “For all the brands that onboard onto the Network, it will certainly unlock new opportunities and customer segments for them.  It allows beloved brands to extend their equity by being more accessible and affordable. Through a deeper market access enabled by the Network, Godrej can now showcase and deliver their quality products to consumers everywhere. We are happy and looking forward to the positive impact and progress Godrej will drive through the Open Network.”

    Mystore co-founder Kriti Aggarwal said, “We are happy to play a pivotal role in enabling Godrej Appliances to begin their ONDC Network journey. This collaboration furthers our cause of making it seamless for Enterprise brands to bring their complete dealer network to the ONDC Network and boost brand visibility and reach through digital channels.”

  • Astral Pipes partners with five powerhouse teams for 2024 Indian Cricket League Season

    Astral Pipes partners with five powerhouse teams for 2024 Indian Cricket League Season

    Mumbai: Astral Pipes, manufacturer of innovative piping solutions, announces its strategic partnerships with five marquee teams in the upcoming 2024 season, commencing on 22 March 2024. These partnerships reflect Astral Pipes’ commitment to being a reliable brand, reflecting the reliability embodied by the five esteemed teams, with a vision to connect with diverse audiences across the nation.

    Astral will serve as the Associate Partner for the five-time champions Mumbai Indians and Chennai Super Kings, as the Associate Partner for Gujarat Titans and Punjab Kings and as the official partner for Lucknow Super Giants. These collaborations underscore how Astral Pipes is leading the way in terms of branding and consumer engagement in India’s premier cricketing extravaganza.

    As an associate of the title-winning franchises, Astral Pipes brings its legacy of reliability and trust to the forefront, aligning seamlessly with the brand’s positioning as ‘India’s Trusted Pipe Brand.’

    Speaking about the partnerships, Astral Ltd executive director Kairav Engineer said, “We are thrilled to extend our association with these esteemed teams for the 2024 season. Cricket holds a special place in the hearts of millions of Indians, and these partnerships provide us with a unique platform to engage with our diverse target audience across the country. At its core, Astral is a dynamic and reliable brand, and we wanted these attributes to be reflected in our associations and partnerships.”

    Astral Pipes’ collaboration with these teams not only amplifies its brand presence but also facilitates deeper engagement with fans from different regions and demographics. Astral Pipes aims to strengthen its bond with consumers and reinforce its position as a brand synonymous with trust and quality.

  • Deme by Gabriella’s “Tropic of D” collection enchants at Lakmé Fashion Week

    Deme by Gabriella’s “Tropic of D” collection enchants at Lakmé Fashion Week

    Mumbai: The Lakmé Fashion Week, concluded with a surge of summery vibes as Deme by Gabriella Demetriades unveiled its captivating “Tropic of D” collection on the final day of Fashion Week (17 March). This wasn’t just a runway show; it was a coronation, anointing “Tropic of D” as the undisputed queen of summer fashion.

    The front row, including Bollywood royalty and fashion elite, became a captivated court. Sonal Chauhan, Anusha Dandekar, Shibani Akhtar, Arjun Rampal along with son and daughter Mahika, Farah Ali Khan, and Pragya Kapoor – their mere presence added a mesmerising power to a dazzling evening. Yet, even amidst this star wattage, the true story unfolded on the runway.

    Deme’s founder, Gabriella Demetriades, describes the collection as an ode to the carefree spirit of the season. “Flowing silhouettes that dance with every step, a vibrant tapestry of colours that kiss the skin, and a touch of playful charm that exudes confidence,” she said.

    “This is the essence of ‘Tropic of D’ – a collection designed to make every woman the radiant star of her summer soiree.”

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Voompla (@voompla)

     

    The fashion runway transformed into a tropical paradise as a breathtaking procession of gowns, each a masterpiece in its own right, glided down the platform. The collection pulsated with the carefree spirit of summer, a kaleidoscope of colours that seemed to explode off the fabric. Fiery oxblood reds mirrored the setting sun, ethereal sky blue whispered lazy summer afternoons, and chic beiges and olive hues echoed lush foliage.

    These vibrant hues adorned the forms of Mahieka Sharma (New Age Model of the Year), the phenomenal Super Model Rikee Chatterjee, Pratiksha Shetty, Ikisvon Jamang (a rising star whose powerful presence matched the collection’s grandeur), Sakshi Sindhwani (a champion of inclusivity showcasing the collection’s versatility), and Subhiksha Shivkumar, each model a force in their own right. Some dazzling designs that caught the eye were the Oxblood silhouette, sculpted without sleeves, caressing the curves with delicate gathers, and a playful peek-a-boo cutout adding a touch of alluring mystery, perfect for balmy nights. The black mesh gown is adorned with 3D flowers that whisper of enchanted gardens. A stunning blue mermaid silhouette accented by a unique cowl finish and delicate organza flowers. Whimsy took centre stage with a chic beige halter neck dress adorned with crocheted seashells and starfish, while sophistication reigned supreme in a sleek black malai dress with a criss-cross ruched neckline.

    Deme’s “Tropic of D” collection left an indelible mark on Lakmé Fashion Week. Each piece, imbued with the magic of a sun-drenched paradise, promises to be a coveted crown jewel in any wardrobe. It’s a collection designed for the woman who celebrates her individuality with an air of island opulence, a woman who doesn’t just command attention, she reigns supreme.