ITV

Category: Marketing

  • Trivandrum set for UST Marathon with Milind Soman

    Trivandrum set for UST Marathon with Milind Soman

    MUMBAI: Ready, set, go! Trivandrum is set to sprint into the record books. The Kerala capital will host its largest-ever marathon on 12 October 2025 with the second edition of the UST Trivandrum Marathon. Organised by tech giant UST in collaboration with NEB Sports, the event promises four action-packed categories: full marathon, half marathon, 10,000 run and 5,000 run, starting from the UST Thiruvananthapuram campus.

    Adding star power to the race, actor, model, fitness icon and film producer Milind Soman will serve as the brand ambassador, joined by sports legends including former Indian badminton star Pullela Gopichand, athlete Reeth Abraham, and badminton player U Vimal Kumar.

    With over 10,000 participants expected, the total prize pool tops Rs 22 lakh, making it Kerala’s most ambitious marathon yet. Registrations are open online at bit.ly/3ZnARUv and the official website trivandrummarathon.com.

    UST, president, Alexander Varghese said “This marathon is our way of promoting a healthy society and raising awareness of physical and mental well-being. Marathons are a powerful tool for inspiring communities, and we are proud to host this annual event in Trivandrum.”

    NEB Sports, cmd, Nagaraj Adiga added, “We are thrilled to host over 10,000 runners and welcome Milind Soman as our brand ambassador, adding extra charm to the event. Training runs earlier this year saw overwhelming participation, setting the stage for an unforgettable marathon.”

    From fitness enthusiasts to seasoned athletes, the UST Trivandrum Marathon 2025 promises to blend endurance, excitement and community spirit in the heart of Kerala.

     

  • Nipposh debuts skin-friendly nipple covers redefining comfort and care

    Nipposh debuts skin-friendly nipple covers redefining comfort and care

    MUMBAI: In a bold move to redefine personal care and comfort, Nipposh has launched its innovative line of dermatologically safe, reusable nipple covers, positioning itself as a modern solution to an often-overlooked skincare concern.

    With the tagline “Nipple care is skincare,” the brand shines a spotlight on the sensitive skin needs of both men and women, while championing inclusivity, sustainability, and body positivity. Sensitive skin affects nearly one in three Indians, and traditional adhesive-based covers often cause irritation, rashes, and swelling, making them unsuitable for regular use. Men, too, frequently face nipple chafing during workouts or long hours of wear. Despite the prevalence of these issues, safe and affordable alternatives have remained scarce, until now.

    Nipposh addresses this gap with science-backed offerings designed to be gentle, reusable, and cost-effective. Its hero products include “Aqua man,” an anti-chafing nipple cover for men, and “Caramel, Crème & Pearl,” a non-adhesive line for women in inclusive shades to suit diverse skin tones.

    Complementing these is “Poshwash,” a specially formulated cleanser that ensures hygiene and long-term reusability. Every product is non-irritant, hypoallergenic, cruelty-free, and waterproof, with clinical assessments adhering to Bis standard IS 4011 and official registration on the Clinical Trials Registry India (CTRI), underscoring the brand’s credibility and safety focus.

    More than just products, Nipposh positions itself as a movement, empowering individuals with comfort, confidence, and care while aligning with sustainable, modern lifestyles. By recognising nipple care as a vital part of self-care, the brand is pioneering a cultural shift in personal wellness. As it steps into the market, Nipposh invites consumers to embrace a new era where sensitive skin is understood, celebrated, and protected, making a lasting impression one cover at a time.

     

  • Wishful launches with cinematic sparkle, redefining festive occasion wear

    Wishful launches with cinematic sparkle, redefining festive occasion wear

    MUMBAI:  When celebrations call, Wishful answers with timeless sparkle. Aditya Birla Fashion and Retail Ltd. (ABFRL) has unveiled Wishful, its premium celebration wear brand, with a cinematic campaign that radiates timeless elegance and contemporary flair. Designed for the modern Indian woman, the debut collection reimagines festive fashion with jewel-toned ensembles, intricate embroidery and flowing silhouettes.

    Shot against surreal landscapes, the Ogilvy-crafted campaign marries ethereal backdrops with striking designs. From lehengas that shimmer like starlight to breezy fabrics that capture movement, every frame is steeped in understated grandeur.

    “Wishful is more than just a collection; it is a feeling. We wanted to evoke the dreamlike beauty of festivities and the joy of dressing for meaningful moments,” said ABFRL, chief marketing officer – TCNS division, Puneet Sewra. “It reflects sophistication, individuality and quiet confidence.”

    Currently available at W stores and online, the collection spans day premium, party wear, light and heavy festive attire, as well as wedding ensembles. Each piece is designed to feel as special as the occasion it’s worn for, offering a blend of artisanal detail and modern sophistication.

    With a 360-degree rollout across digital, print, cinema, outdoor and in-store channels, Wishful aims to become the go-to destination for women who seek elegance that’s both timeless and personal.

    This season, celebration comes with a touch of the cinematic, and a wardrobe that’s truly Wishful thinking.

  • Glow with the flow Kaya and Fatima Sana Shaikh ditch skincare fads

    Glow with the flow Kaya and Fatima Sana Shaikh ditch skincare fads

    MUMBAI: When every scroll throws up a new “glow hack” and DIY miracle routine, Kaya is cheekily asking – why chase fads when you can trust the experts? Marico Limited’s latest campaign for Kaya products stars actor and brand ambassador Fatima Sana Shaikh, who takes on beauty buzzwords and 10-step routines with wit, charm, and a healthy dose of common sense.

    In the campaign films, Fatima is seen calling out quick fixes, viral remedies, and trend-chasing jargon, urging viewers to ditch the noise and embrace skincare that’s grounded in science. Her message is clear: radiance doesn’t come from gimmicks, but from expert-led, dermatologist-designed solutions tailored for Indian skin.

    Backed by over 20 years of dermatological expertise, Kaya is now introducing its latest hero, the Kaya Gluta Glow Face Serum. Packed with eight potent actives, including the much-lauded Glutathione, the serum promises a visible glow from the very first use (basis a 2025 clinical self-assessment). It’s positioned as the antidote to fleeting fads: science-based, effective, and designed for lasting results.

    Fatima, known for her versatile screen presence, steps into her new role as the face of Kaya with an easy relatability. By playfully mocking the cluttered beauty universe, she embodies Kaya’s philosophy: “glow powered by knowledge, not noise.”

    Kaya’s product portfolio now spans 75 plus science-backed personal care solutions, co-created with dermatologists. The range covers everything from acne, pigmentation, dullness, ageing, and sun protection, to hair and body care. For consumers juggling endless choices, Kaya aims to cut through with credibility and efficacy.

    The campaign, created by Ronin Labs, brings together a sharp creative team, Amit Basak (executive creative Director), Girija Naiksatam (Creative Director), Nachiket Bohra (Producer), Abhishek Kumar (art director), and Edwin Quadros (director) – to deliver films that land Kaya’s message with equal parts humour and authority.

    Rolling out across leading digital platforms, the campaign is set to reach millions of skincare-conscious Indians, especially millennials and Gen Z audiences who are increasingly overwhelmed by skincare clutter but still hungry for effective solutions.

    With Fatima Sana Shaikh at the helm, Kaya isn’t just selling a serum, it’s selling a philosophy. In an era where beauty routines can feel like full-time jobs, Kaya is nudging consumers back to basics: trust the science, trust the experts, and let your glow do the talking.
     

  • Colour me record L’oréal inks Guinness title with 422 stylists in action

    Colour me record L’oréal inks Guinness title with 422 stylists in action

    MUMBAI: When 422 hairdressers pick up their brushes in unison, history gets a new shade. On 17 September 2025, L’Oréal Professionnel turned Mumbai’s NESCO into the nation’s largest ever salon, setting a Guinness World Records title for ‘Most people colouring hair’ in one go.

    The grand spectacle, dubbed Hair Color Coders 2025, saw 422 hairstylists and 422 models take over a 1 lakh sq ft space, powered by 60 backwashes and more than 5,000 tubes of colour. The palette of the day? Iconic Browns, the brand’s colour trend of the year versatile tones designed to capture India’s evolving love affair with understated glamour.

    But this was more than just a numbers game. With L’Oréal Professionnel Artistic Ambassadors and Indian Hairdressing Award winners leading the charge, the event spotlighted the rise of the hairdresser-as-creator. Stylists weren’t just colouring hair they were shaping digital stories, creating over 1,000 social mentions in a single day, and claiming their place as influencers in India’s booming beauty ecosystem.

    “What we achieved today showcases our ability to set global benchmarks,” said Zeenia Bastani, Director, Professional Products Division, L’Oréal India. “From Min Kim’s mega masterclass to 422 Iconic Brown makeovers under one roof, it was a celebration of artistry, entrepreneurship, and an overwhelming love for hairdressing.”

    The day was anchored by Min Kim, L’Oréal Professionnel’s Global Color Ambassador, who demonstrated cutting-edge techniques like face-framing and tonal layering. To prove the power of browns, she delivered a live makeover for actress Kritika Kamra, transforming her locks into a glossy, dimensional brunette showstopper that set Instagram buzzing.

    Mathilde Barthélemy-Vigier, General Manager, L’Oréal Professionnel India, called the event a “pivotal step for the professional hairdressing industry”. She underlined how premium salon services like hair colour are now driving unprecedented growth, with salons morphing into destinations for personalised, elevated experiences.

    The record-breaking showcase was the culmination of four intensive pre-event masterclasses where hairdressers were trained in not just cut, colour and style but also social savviness ensuring their artistry resonates both in salons and online feeds. “Education has been the backbone of our brand,” said Priya Kasthuri Rangan, Head of Education, L’Oréal Professionnel India. “Hair Color Coders wasn’t only about setting a record, it was about equipping stylists with the skills and confidence to shine as creators.”

    For the hairstylists, the event was both a celebration and a career-defining stage. Glossing, balayage, and gloss-layering techniques were redefined at scale, proving that Indian hairdressing can match and even set global trends.

    As Min Kim summed it up: “This moment reflects the power of sharing knowledge and elevating hair artistry internationally. Browns are being reimagined globally and India just coloured itself onto that map in a record-setting way.”

    From 5,000 tubes of Inoa, Majirel and Dia Color to 422 synchronised transformations, Hair Color Coders 2025 wasn’t just about dyeing hair, it was about dyeing history.
     

  • Palmolive bets on mood-boosting suds to capture India’s stressed millennials

    Palmolive bets on mood-boosting suds to capture India’s stressed millennials

    MUMBAI: Colgate-Palmolive India has unleashed its latest weapon in the battle for bathroom shelf space: a trio of body washes designed to tackle the daily grind of India’s perpetually knackered urban professionals.

    The Palmolive Moments range arrives with scientific-sounding credentials and mood-altering promises that would make a aromatherapist blush. Three variants target specific moments of millennial misery: “Mindful Awake” for groggy mornings, “Workout Fresh” for post-gym recovery, and “Restful Sleep” for winding down after another caffeine-fuelled day.

    “Today’s young, urban consumer leads an active and intense life,” declared Colgate-Palmolive India director of marketing  Swati Rao Jeyakumar. She painted a portrait of the target customer as someone perpetually “wired-but-tired”—struggling to sleep, waking up groggy, and feeling battered after workouts.

    The company’s answer involves patented fragrance technologies with names like VivaScentz and Meta SleepTech, promising scents that linger for six to eight hours. Mindful Awake pairs orange and hibiscus to jolt morning zombies back to life, whilst Workout Fresh combines spearmint and eucalyptus for post-exercise revival. Restful Sleep deploys the usual suspects—lavender, jasmine and chamomile—to allegedly ease the transition to slumberland.

    Priced at Rs 660 for 750ml pump packs, the range targets consumers willing to pay premium prices for promises of sensorial transformation. The products are rolling out across major e-commerce platforms including Amazon, Flipkart and Nykaa, reflecting the brand’s focus on digitally savvy shoppers.

    Colgate-Palmolive’s foray into mood-targeting personal care reflects the broader premiumisation of India’s Rs 45,000-crore personal care market. As consumers increasingly seek products that promise more than basic cleansing, brands are scrambling to create emotional connections through increasingly elaborate formulations and marketing narratives.

    Whether Indian consumers will pay premium prices to transform their shower routine from “ordinary to sensorial” remains to be seen. But with urban stress levels showing no signs of abating, Palmolive’s bet on therapeutic bathing might just strike a chord with India’s frazzled masses.

  • Hettich unveils ‘world of magic’ with innovative sliding solutions for modern interiors

    Hettich unveils ‘world of magic’ with innovative sliding solutions for modern interiors

    MUMBAI: Hettich, a global leader in furniture fittings, continues to set benchmarks with its innovative German designs. Known for creating magical interior solutions, the brand transforms homes with fittings that blend aesthetics, functionality, and comfort. Among its most celebrated innovations are sliding systems, valued for their space-saving benefits, seamless usability, versatility, and elegant appeal.

    Hettich offers a comprehensive range of sliding solutions, including top-running and bottom-running systems, room dividers, folding systems, special sliding applications, and thoughtfully designed wardrobe accessories, ensuring there is a solution for every design requirement. These products redefine convenience while elevating the style and efficiency of interiors.

    Hettich’s excellence is recognized globally, with its sliding solutions receiving accolades such as the ‘Red dot design award’, ‘Good design award,’ and ‘if design award’: testaments to their appeal among customers and experts alike.

    Hettich India, Saarc, Middle East & Africa, managing director, Andre Eckholt said, “At Hettich, we believe in creating magical interior solutions that go beyond functionality to truly transform spaces. Our award-winning sliding systems bring smooth, silent, and seamless experiences to every home. With our latest campaign, we aim to showcase the magic of sliding systems and how they can redefine modern interiors.”

    Hettich invites customers to experience its innovative sliding solutions first-hand at Hettich experience centres and exclusive stores.

     

  • Aashirvaad honours mothers with soulful Durga Puja tribute

    Aashirvaad honours mothers with soulful Durga Puja tribute

    MUMBAI: When it comes to Durga Puja, Aashirvaad is kneading more than just flour, it’s stirring emotions too. India’s leading packaged atta brand has launched ‘Matri shakti bondona,’  a tribute to mother’s many forms and energy, a special video song sung by National Award-winning vocalist Iman Chakraborty. The moving track celebrates the strength of mothers while drawing parallels with the divine energy of Maa Durga.

    The film flows seamlessly from everyday scenes of care and resilience to the vibrant sounds of dhaak and shankha, blending festive spirit with heartfelt storytelling. It’s an ode not just to goddesses in temples but to every ‘Maa’ at home.

    Adding a digital spin, Aashirvaad has also unveiled a one-of-a-kind experience where users can craft personalised musical tributes. By entering their mother’s name, photos and cherished qualities, families can generate a customised video and song, voiced by Chakraborty herself, a keepsake as timeless as the bond it celebrates.

    “Durga Puja is the heartbeat of Bengal, and Aashirvaad has always been part of the traditions that bring families together. This campaign honours every mother as Maa Durga herself, using music and technology to make celebrations even more personal,” said ITC Ltd, bu chief executive- staples, Anuj Rustagi.

    The tribute will also echo across West Bengal with celebrations in 13 pandals spanning Kolkata, Howrah, Durgapur, Asansol and beyond. For those wishing to strike the perfect note for their own Maa, the creation journey awaits at aashirvaaddurgapujo.com. 
     

  • Hrithik flexes with Own Your Body in star powered wellness push

    Hrithik flexes with Own Your Body in star powered wellness push

    MUMBAI: When it comes to health, Hrithik Roshan has always been the poster boy for balance, discipline, and a chiselled dose of motivation. Now, the superstar is lending that aura of fitness to Own Your Body (OYB), a progressive nutraceutical brand founded by Rama Krishna Reddy, Ravi Krishna Reddy, and Srinivas Reddy.

    In a move that fuses Bollywood muscle with modern nutrition, OYB has appointed Roshan as its official brand ambassador, hoping his pull among millennials, professionals, and fitness-conscious Indians will make wellness not just aspirational but accessible.

    “Consumers today are more conscious than ever, but often face nutraceutical products that lack transparency or consistency,” said OYB co-founder & CEO Rama Krishna Reddy. “At OYB, we’re filling this gap with safe, natural, and science-backed solutions. Hrithik was the natural choice, his discipline, balanced lifestyle, and mass appeal resonate strongly with our mission.”

    Roshan, never one to shy away from a fitness philosophy, added his own spin: “Health, for me, has always been about balance, discipline, and making small, right choices every day. That’s why I connected with Own Your Body. Together, we want to inspire people to focus on what they put into their body as the first step towards real fitness.”

    OYB’s portfolio already covers the essentials of modern wellness: stress relievers, energy boosters, and daily health supplements made with 100 per cent natural, vegan, and organic ingredients. With no added sugar, gluten, or artificial fillers, the formulations are developed by leading AYUSH scientists and tested in NABL-accredited laboratories, ensuring safety and consistency in an often-crowded market.

    The brand’s offerings are available nationwide through leading e-commerce platforms, quick commerce services, and its own direct-to-consumer website. But the real flex begins now: OYB plans to roll out digital-first campaigns with Roshan and expand into new wellness categories, hoping to become the go-to label for mindful nutrition in India.

    For a brand that urges consumers to Own Your Body, adding Bollywood’s most disciplined body to its corner may just be the winning formula. After all, if Hrithik says wellness starts with what you consume, India is bound to listen.

  • Beyond Type 1 expands to India to support children and youth with Type 1 diabetes

    Beyond Type 1 expands to India to support children and youth with Type 1 diabetes

    MUMBAI: In response to the urgent need for greater awareness and support for people living with type 1 diabetes, Beyond Type 1 has announced its expansion to India. The global nonprofit, co-founded by Nick Jonas, works to change what it means to live with diabetes by raising awareness, building supportive communities, providing life-saving resources, and amplifying voices too often unheard.

    India ranks second globally in type 1 diabetes cases (after the US) and has the highest number of children and teenagers living with T1D in the world. Yet awareness remains alarmingly low, too many diagnoses come late, stigma persists, and studies show youth with type 1 diabetes are twice as likely to experience depression or anxiety compared to their peers.

    Beyond Type 1, CEO, Deborah Dugan shared, “Beyond Type 1 was founded to challenge outdated narratives about diabetes and to show what it truly means to live beyond a diagnosis, but access to education, strong support systems, and good care are essential for both physical and mental health. As a part of our expansion to India, we are joining forces with local organizations who are building those systems every day, standing alongside a community that is already reshaping what it means to live with diabetes.”

    Local partners include Hriday, which will implement programs on the ground, and the NCD Alliance, providing global support. The partnership will prioritise awareness campaigns, early detection, school- and community-based education, and peer support: initiatives designed to meet people where they are and center the lived experiences of those most impacted.

    “We know real change happens when communities are at the heart of the solution,” said Hriday, executive director, Monika Arora.

    This expansion aligns with the recent UN political declaration on NCDs, which spotlighted the urgent need for collective action on both physical and mental health.

    NCD Alliance, CEO, Katie Dain added, “NCDs like type 1 diabetes have effects that reach further than physical health alone, and much more needs to be done to support the mental health of people living with NCDs. Beyond Type 1’s expansion into India brings much-needed attention and energy to this issue, and we welcome their commitment to working alongside local partners and communities in driving change.”

    As Beyond Type 1 marks its 10th anniversary, the organisation is proud to expand its work with partners in India to help break stigma, amplify voices, and drive progress toward a future where people don’t just manage diabetes, they thrive beyond their diagnosis, beyond barriers, and beyond expectations.