ITV

Category: Marketing

  • Max Fashion promotes insider as CEO

    Max Fashion promotes insider as CEO

    MUMBAI: Retail empires are not built by the faint-hearted. Sumit Chandna, freshly installed as chief executive of Max Fashion, knows this better than most. The 25-year veteran, promoted from deputy chief executive at Lifestyle International, has spent a career extracting profits from India’s cutthroat retail trenches.

    His record is formidable. At every stop—Shoppers Stop, Hypercity, Aditya Birla Retail, Bata India and Landmark Group—Chandna has delivered the same brutal formula: fatter margins, leaner costs, higher sales. It is a skill honed across hypermarkets, department stores and specialist retail, from high fashion to groceries.

    A graduate of the National Institute of Fashion Technology in Delhi, Chandna earned his stripes at Shoppers Stop, where he launched India’s first designer co-brand, Kasba, with Raghavendra Rathore. At Hypercity, he built merchandising systems from scratch and delivered results 70 per cent above plan with margins six percentage points higher than target. During an 11-year stint at Aditya Birla Retail, he rose to chief merchandising officer, pushing promotional sales from eight per cent to 23 per cent in four months and launching profitable private-label lines.

    Three years at Bata India saw him juggle retail operations and merchandising before Landmark Group poached him in 2022 to run Max as deputy chief executive. Now he has the corner office.

    Chandna is also a certified executive coach who has recruited talent from top business schools across India and Asia, lectured at management campuses and attended leadership programmes at Harvard and IMD in Lausanne. He won the Aditya Birla Group chairman’s award for exceptional contribution—no small feat in a conglomerate that size.

    His mandate at Max is simple: keep the juggernaut rolling. In announcing his promotion, Chandna promised to lead the brand into its “next phase of growth, innovation, and impact”. Strip away the corporate speak, and it means the same thing it always has: sell more, spend less, make more.

  • Flair Pens launches ‘The Right Move’ campaign for eco-friendly pencil

    Flair Pens launches ‘The Right Move’ campaign for eco-friendly pencil

    MUMBAI: Flair Pens has rolled out its latest sustainability-led initiative, ‘The Right Move’, a campaign that positions the Move 2mm mechanical pencil as an eco-conscious alternative to traditional wooden pencils. Conceptualised by Schbang, the emotionally charged film uses a child’s perspective to highlight the unseen environmental cost of classroom stationery.

    At the heart of the campaign is a simple yet powerful metaphor: the act of sharpening a pencil visually transforms into trees being cut down, reminding viewers of the link between everyday stationery choices and deforestation. By framing this through a child’s innocent lens, the narrative drives home the importance of making conscious decisions early on.

    Unlike traditional wooden pencils, the Move 2mm mechanical pencil is refillable and not made of wood, while still retaining a familiar wooden feel. This innovation reduces waste, ensures longevity, and allows students to enjoy the same writing experience without compromising on sustainability.

    The campaign is designed to resonate with students, parents, and educators, positioning Flair not just as a stationery manufacturer but as an empathetic innovator addressing both environmental and user needs.

    “The 2mm pencil is truly an innovation for a cause. To launch such a product, we wanted to drive the importance of this innovation directly to its users, the children, and inspire them to make the right change,” said Schbang creative lead Vaibhav Das.  

    Through ‘The Right Move,’ Flair underscores its mission to make sustainable choices accessible and impactful, proving that environmental responsibility can begin with something as simple as a pencil. 
     

  • Zara turns 50 in style with star-studded collab

    Zara turns 50 in style with star-studded collab

    MUMBAI: Fifty and fabulous! Zara is marking its golden anniversary not with a cake but with couture. To celebrate turning 50, the Spanish high-street giant has enlisted 50 of the world’s most renowned creatives, from Naomi Campbell and Kate Moss to Annie Leibovitz, Pedro Almodóvar and Norman Foster, to design one-of-a-kind pieces that will hit stores on 6 October.

    The capsule spans jackets, bags, sleeping bags, chairs and even a pet carrier, each reflecting the signature spirit of its creator. Photographer David Bailey reimagines the aviator jacket, Pat Mcgrath puts her artistry into a makeup bag, Marc Newson crafts a set of sleek glasses, while Steven Meisel designs a collector’s pet carrier.

    “It is an honour that these artists have chosen to mark our birthday with us,” said Inditex non-executive chair Marta Ortega Pérez. “They share the same passions Zara has had since the beginning: quality of craft and the joy of design.”

    The project isn’t just about fashion fantasy. All proceeds will go to Women’s Earth Alliance, with Zara also donating 20,000 euros to 50 charities selected by the collaborators.

    Paris Fashion Week is playing host to the celebrations with a pop-up at 40 Avenue Georges V from 2–5 October, curated by Sarah Andelman. Visitors can view the entire collection, attend talks with designers such as Marc Newson, and soak in the atmosphere, soundtracked by Michel Gaubert and fuelled by We Are Ona’s café.

    Zara, founded in 1975 by Amancio Ortega in A Coruña, has grown from a single Spanish store into a global cultural force. Half a century later, its anniversary is doubling as a masterclass in the art of collaboration.

  • Indri crowned ‘Best World Whisky’ at Las Vegas with record 99.1 score

    Indri crowned ‘Best World Whisky’ at Las Vegas with record 99.1 score

    MUMBAI: India’s homegrown single malt Indri has once again made history on the world stage. The Indri-Trini Diwali Collector’s Edition 2025: Marsala Cask Finish has been named ‘Best World Whisky’ at the Las Vegas Global Spirits Awards 2025, with an extraordinary 99.1 points out of 100, one of the highest scores ever achieved by an Indian whiskey. 

    This marks Indri’s second big win at the competition, after first bagging the top honour in 2023. The victory reaffirms Indri’s reputation as a global benchmark for single malts, while placing India firmly on the world whiskey map. 

    Crafted by Piccadily Distilleries in Indri, Haryana, the award-winning edition is made from six-row Indian barley and finished in Marsala wine casks. Bottled at cask strength (60 per cent ABV), it is celebrated for its rich profile, stewed apricots, cherries, plums, and nutty spice on the nose; red berries, chocolate, nutmeg, and walnuts on the palate; with a long, lingering fruity-oak finish. 

    The recognition follows Indri’s phenomenal commercial success. In 2024, the brand became the fastest-growing and largest-selling single malt, outselling global heavyweights such as Glenlivet, Glenfiddich, Glenmorangie, The Singleton, and Laphroaig (IWSR data). 

    *“Indri has been rewriting the story of Indian single malts, breaking stereotypes and setting new standards globally,” said Piccadily Distilleries head of marketing Shalini Sharma. “This near-perfect score is not just a win for Indri, but a proud moment for India.” 

    The Las Vegas Global Spirits Awards, judged through blind tastings by expert distillers, buyers, bartenders, educators, and media, evaluates entries on appearance, aroma, palate, balance, and finish. 

    With the 2025 collector’s edition set to launch in India before Diwali, anticipation is at an all-time high. Indri’s limited-edition Diwali releases have fast become some of the most awaited whiskey launches worldwide. 

    For Piccadily Agro Industries Limited, Indri’s success underscores its commitment to premiumisation and innovation. The company, also known for Camikara premium rum and a wide portfolio of malt spirits, has rapidly emerged as a serious force in the global spirits industry. 

    Indri’s win is more than an award, it is a signal to the world that Indian single malts are not just competing, but leading, at the highest level.

  • Zee 24 Taas launches ‘Fakt Ladh Mhana’ to protect education of flood-hit kids

    Zee 24 Taas launches ‘Fakt Ladh Mhana’ to protect education of flood-hit kids

    MUMBAI: When the floods washed away crops, Zee 24 Taas stepped in to save futures. Maharashtra’s most trusted news channel has launched a powerful campaign, Fakt Ladh Mhana, to ensure that children of flood-affected farmers in Marathwada don’t lose their right to education.

    The recent floods devastated the region, destroying acres of soybean and cotton crops and crippling families’ ability to pay for rent, mess, or tuition fees. For hundreds of students studying in cities like Pune and Mumbai, the tragedy threatened to cut short their education and with it, their dreams of lifting their families out of poverty.

    Recognising the gap, Zee 24 Taas created a transparent, direct-aid model: the campaign shares the personal journeys of over 400 identified students, broadcasting their stories in prime time along with their bank and Google Pay details live on air. This allows viewers to contribute directly, ensuring every rupee reaches the student without delay.

    The impact was immediate. Within just three hours of their stories airing, students Mahesh Jadhav (Nanded) and Mahesh Mate (Beed) received nearly Rs 50,000 each from generous viewers. The funds covered their urgent rent, food, and education expenses, with both pledging to help fellow students if donations exceeded their needs.

    “Education is the strongest weapon of empowerment,” said Zee 24 Taas editor Kamlesh Sutar. “Through Fakt Ladh Mhana, we are not only reporting hardships but creating solutions by connecting citizens directly with students.”*

    Echoing the vision, ZMCL CEO Karan Abhishek Singh added, “Our role as media goes beyond reporting. With this campaign, journalism becomes a bridge of hope, mobilising communities for real change.”

    By spotlighting two to three fresh cases daily, Fakt Ladh Mhana is designed as a sustained movement, a rallying cry to citizens across Maharashtra to stand up for education.

    Because when young minds are safeguarded today, a resilient tomorrow is built for all.
     

  • Pink Power Run paints Hyderabad in hope and health

    Pink Power Run paints Hyderabad in hope and health

    MUMBAI: Hyderabad turned a rosy shade of resolve as the Pink Power Run 2025 swept through People’s Plaza, where thousands laced up not just for fitness but for the fight against breast cancer.

    From Hindi cinema charm to global glamour, the line-up sparkled. Former Mr India and health ambassador Darasing Khurana hosted with gusto, joined by Miss World 2025 Opal Suchata Chuangsri, tennis ace Leander Paes and philanthropist Sudha Reddy. Together, they lent star power to a life-saving cause.

    This year’s theme, stride and shine, captured the spirit perfectly. Families, fitness buffs and first-timers alike took to the track, sending a united message that early detection saves lives.

    Khurana, long active in health advocacy, told the cheering crowd, “Every step we take today is a stride towards saving lives.” For him, the run was a natural extension of his work as an ambassador for Datri, India’s blood stem cell registry.

    Chuangsri, accompanied by Miss World chairperson Julia Morley, praised the run as “a shining example of how community action can drive meaningful change,” highlighting her Beauty with a purpose mission on women’s health.

    Breast cancer remains one of the leading causes of cancer deaths among Indian women. Experts stress that awareness and screenings dramatically improve survival rates, and Pink Power Run 2025 made that message impossible to miss.

    In the end, it was more than a race. It was a rallying cry, a community statement, and proof that when people stride together, they shine brighter.

  • Spaces celebrates the comfort of coming back home

    Spaces celebrates the comfort of coming back home

    MUMBAI: Home is where the comfort is. Spaces, the premium bed and bath linen brand from Welspun Living, has launched its latest campaign Your Space, Your Comfort, celebrating the simple joys of returning to one’s own sanctuary.

    Created by atom network, the multi-platform campaign highlights the intimate, everyday moments that make home truly personal. From sinking into familiar sheets after a long day to unwinding in a cosy bathrobe, Spaces captures the rituals that turn spaces into havens of comfort.

    Welspun Living MD & CEO Dipali Goenka said, “Spaces stands for comfort that is both personal and thoughtful. With this campaign, we reaffirm our commitment to purposeful design where innovation, aesthetics, and human connection transform every home into a sanctuary.”

    Business head Ruchika Arora added, “The best feeling is coming home to Your Space, Your Comfort. Our campaign celebrates exactly that, those moments that are personal, messy, minimal, and always yours.”

    The campaign film is now live across digital, cinema, print, and out-of-home platforms, inviting audiences to reconnect with the unparalleled joy of home.

  • Philips hits the right note with Sanya Malhotra in festive light-up campaign

    Philips hits the right note with Sanya Malhotra in festive light-up campaign

    MUMBAI: When the beat drops and the lights glow, the vibe is pure celebration. This festive season, Signify (Euronext: Light), the world’s leading lighting company, has rolled out its new campaign starring actor and brand ambassador Sanya Malhotra, putting the spotlight on Philips Smart and Deco lighting.

    Titled Light Up Every Day, the campaign taps into the way Gen Z is remixing festive traditions pairing classic tunes with ambient lighting, and turning their homes into mood boards of music, light and joy. The film follows a young couple vibing through the day, where lighting doesn’t just brighten spaces but becomes an extension of self-expression.

    “With Gen Z fast becoming significant buyers of premium products, the campaign reflects their demand for personalisation, mood-setting and experiences,” said Signify head of marketing for strategy govt. affairs and CSR Nikhil Gupta. “Through lighting, we’re not just enhancing spaces, we’re shaping moods and memories.”

    Sanya Malhotra echoed the sentiment: “Festivals have always held a special place in my heart. Light sets the mood, expresses style, and creates lifetime memories. That’s why I’m so excited to be part of this campaign with Signify.”

    The campaign goes beyond screens too. With 500 plus lighting designs spread across 300 plus Philips Smart Light Hubs in India, consumers can step into experiential spaces to explore setups, get expert recommendations and discover how smart lighting transforms their homes.

    Shot with actor Rohan Gurbaxani, choreographed by Karishma Chavan and set to music by Aman Pant, the film pulses with energy, curated by creative agency FCB Kinnect. It will shine across Youtube, Instagram, Facebook, OTT platforms and social media throughout the season.

    By fusing sound, style and smart design, Signify makes a simple promise: when light matches your vibe, every day is a festival

     

  • Dove empowers women to embrace curls with Taapsee

    Dove empowers women to embrace curls with Taapsee

    MUMBAI: It’s time to let those curls run wild. Dove India has launched Reclaim Your Curls, a new campaign featuring actor Taapsee Pannu that celebrates the power, pride, and individuality of curly-haired women across the country. The initiative encourages women to wear their curls with confidence rather than feeling pressured to tame them.

    The campaign film spotlights Taapsee sharing her personal journey of embracing her natural curls, highlighting individuality, self-acceptance, and breaking free from outdated beauty norms. She said, “Curls have a personality of their own. Once you learn to embrace them, they become your strength. Be patient with your curls and let them shine.”

    Dove invites women nationwide to share their own curl stories, from morning routines to ditching the straightener, amplifying voices that celebrate the beauty of natural hair. The brand aims to turn self-expression into a movement, reminding women that beauty should empower, not restrict.

    Unilever vice president – hair care Sairam Subramanian added, “Taapsee is the perfect voice for this campaign: bold, honest, and real. We want to give curls the love they have long deserved.”

    With Reclaim Your Curls, Dove continues its legacy of challenging beauty norms and championing inclusivity, one curl at a time. 
     

  • Ivana Jewels ropes in Mouni Roy as brand ambassador, launches first TVC

    Ivana Jewels ropes in Mouni Roy as brand ambassador, launches first TVC

    MUMBAI: Ivana Jewels, one of India’s fastest-growing lab-grown diamond brands, has unveiled Mouni Roy as its brand ambassador, marking the launch with its first-ever television commercial.

    The campaign moves beyond the usual lab-grown diamond claims, instead celebrating design, individuality, and the joy of wearing jewellery that feels personal. Shot in a behind-the-scenes style, the TVC features Mouni Roy refusing scripted lines and inviting viewers to “see for yourself,” highlighting Ivana’s craftsmanship and customer-first ethos.

    “Mouni represents the modern woman who values authenticity and individuality, values that are at the heart of Ivana Jewels,” said Ivana Jewels co-founder Ayushi Jindal. “This campaign focuses on what matters most to our customers: jewellery that feels personal, stylish, and easy to wear.”

    Mouni Roy added, “I’m truly excited to join hands with Ivana Jewels. Each piece allows you to express your individuality while enjoying the beauty and craftsmanship that goes into it. This campaign celebrates confidence, authenticity, and the joy of jewellery that truly belongs to you.”

    Surat-based Ivana Jewels is expanding across India with a broader product range, enhanced customisation, and personalised services. As modern buyers increasingly embrace lab-grown diamonds, the brand aims to combine innovation, design, and accessibility, appealing to customers who value sustainable, individual style.