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Category: Marketing

  • Trump’s ‘Victory’ scent muscles into celebrity perfume mania

    Trump’s ‘Victory’ scent muscles into celebrity perfume mania

    MUMBAI: Celebrity perfumes are big business. And now, Donald Trump wants a whiff of victory too. As the current US president and a real estate mogul, he has just added cologne to his ever-growing merchandise empire. His latest launch, ‘Victory 45–47’, is a perfume duo pitched as an olfactory power play, bottled with the promise of “Winning, Strength, and Success.” The perfumes are packaged in stylish boxes — black with gold for men and red with gold for women. The bottles are shaped like miniature statues of Trump.

    Smells like confidence? Certainly. Subtle? Not in the slightest. But that’s the point.

    Trump’s entry into the celebrity fragrance fray marks a bold twist in a trend that’s already one of the most lucrative crossovers in pop culture. Perfume, once the province of Paris and prestige perfumers, is now the ultimate flex for the famous bottled personality, a scent-led story, a sensory souvenir of stardom.

    Celebrity scents are no longer novelty side-hustles; they’re billion-dollar businesses. And for stars with rabid fan bases, launching a perfume line offers more than just revenue as it offers a way to linger long after the applause fades.

    Before Trump spritzed “success,” there was Taylor Swift’s Wonderstruck, Paris Hilton’s Heiress, Jennifer Lopez’s Glow, and Britney Spears’ Fantasy series — sugary, sparkling olfactory time machines for a generation that grew up with them. The Kardashian sisters transformed their brand of reality-glam into perfume bottles shaped like crystals. Each scent sold a persona, a feeling, a filter.

    In India, Shah Rukh Khan dipped into the fragrance scene with an offering as suave as his on-screen presence, while Amitabh Bachchan’s foray echoed his gravitas and enduring appeal. For fans, these perfumes weren’t just products — they were accessible. Affordable. Aspirational. And wearable.

    The process isn’t as simple as lending a name and collecting royalties. Crafting a celebrity fragrance involves late-night mood boards, deep dives into personal stories, and the careful balancing of notes that reflect personality without alienating mass-market palates.

    Top perfumers often sit with celebrities to understand their vision — or at least their vibe. What results is a cocktail of emotion and olfactory chemistry: floral highs, musky lows, and a middle note of “this smells like me.” The packaging? Almost as crucial as the juice. It’s storytelling in glass — and shelf appeal is everything.

    Celebrity scents today are more than aromatic accessories. They’re extensions of personal style, markers of mood, and declarations of fan loyalty. Wearing a celebrity fragrance is not just about smelling good — it’s about aligning with a lifestyle, be it Swift’s soft girl elegance or Trump’s chest-thumping alpha masculinity.

    As social media and AI reshape how fragrances are marketed, the future of celeb scents is set to get even more personalised — think interactive campaigns, name-dropped reels, and algorithm-powered fragrance matches. Fans won’t just buy the perfume; they’ll star in its story.

    Trump’s Victory 45–47 might raise eyebrows, but it also raises an important point: in a world of fleeting fame, fragrance lingers. For celebrities, perfume offers permanence — a way to stay relevant, even when the spotlight dims.

    So whether you reach for Paris Hilton’s sparkle, Swift’s sweetness, or Trump’s testosterone, remember: behind every bottle is a brand, a story, and a scent of ambition.
     

  • CloudTV flips the switch on connected TV ads

    CloudTV flips the switch on connected TV ads

    MUMBAI: CloudTV has kicked off its entry into the adtech game with the launch of a new Connected TV (CTV) advertising platform — and it’s not going solo. The company has partnered with Magnite, the world’s largest independent sell-side ad platform, to unlock access to its 12 million+ screen footprint across India.

    With OTT consumption booming and linear TV losing steam, CloudTV’s move is perfectly timed. The platform promises brands direct access to high-value, lean-in audiences via a suite of features powered by Magnite’s SpringServe — from Programmatic Guaranteed (PG) deals to Private Marketplaces (PMPs) and dynamic Real-Time Bidding (RTB).

    The new ad platform also comes with a sleek microsite for media buyers, offering a front-row seat to inventory, insights, and integration opportunities. It’s a pitch for advertisers chasing the holy grail of reach, relevance, and ROI in a fragmenting screen economy.

    CloudTV’s play is clear: get advertisers thinking beyond traditional TV buys and lean into the power of smart screens — one programmatic ping at a time.

  • Trademark wicket falls as Dhoni clears “Captain Cool” legal hurdle

    Trademark wicket falls as Dhoni clears “Captain Cool” legal hurdle

    MUMBAI: From cool finishes to cool trademarks MS Dhoni just scored another off-field win. The former India skipper’s bid to own the phrase “Captain Cool” for entertainment and sports services has crossed a major legal milestone, with the Indian Trade Marks Registry greenlighting his application for publication.

    Filed under Class 41 for services spanning education, entertainment, cultural activities and sports training, the application originally submitted in June 2023 faced initial resistance from the Registry. The hurdle? A prior registration for Captain Cool under the same class by Prabha Skill Sports (OPC) Private Limited, which prompted a formal objection under Section 11(1) of the Trade Marks Act, 1999.

    But Dhoni’s legal team wasn’t bowled over. At a hearing conducted under Rule 115 of the Trade Marks Rules, Advocate Mansi Aggarwal of Vidhi Samhita Advocates argued that “Captain Cool” is inseparably tied to Dhoni’s identity virtually synonymous with his calm, composed demeanour on and off the cricket field.

    The Registry agreed. It held that the term, in Dhoni’s case, was unlikely to cause public confusion given its entrenched association with the cricketer. With that, the objection was waived and the mark was accepted for advertisement under Section 20(1) of the Act.

    The application was officially published in the Trade Marks Journal on June 16, 2025, setting off a four-month statutory opposition window. Any third party that believes Dhoni’s registration infringes their rights or could mislead the public has until mid-October to raise a formal objection.

    If no opposition is filed during this period, Dhoni will secure exclusive rights to use “Captain Cool” for services including sports coaching, entertainment shows, cultural events, and more, a fitting legal badge for a man who made calm look effortless under pressure.

    Whether it’s chasing trophies or trademarks, MS Dhoni continues to play the long game and win.

  • Perfect Earbuds for Remote Work and On-the-Go Professionals

    Perfect Earbuds for Remote Work and On-the-Go Professionals

    In the ever-changing world of remote work, hybrid schedules, Teams meetings, and back-to-back calls on the move, one thing is non-negotiable: a solid pair of earbuds. Whether you’re working from a bustling café, hopping between airports, or simply taking meetings from your living room, clear audio, comfort, and battery life make all the difference.

    You don’t want to be that person asking, “Can you hear me now?” during an important client call. Or worse, scrambling for a charging cable midway through a presentation. And with background noise now a constant part of the remote work lifestyle (hello, honking cars and chatty co-workers), Active Noise Cancellation or ANC earbuds are more necessity than a luxury.

    That’s where boAt steps in with its impressive range of wireless earbuds, specifically crafted for people who live life online and on the go. Models like the Airdopes 141 Elite ANC and Nirvana Ion ANC Pro aren’t just trendy, they’re practical tools for productivity. Let’s explore what makes earbuds perfect for modern professionals and which boAt earbuds are leading the way.

    Features to Look for in Earbuds for Remote & On-the-Go Work

    1. Active Noise Cancellation (ANC)

    Whether you’re attending a webinar or editing a video, ANC earbuds filter out distractions, letting you focus on what really matters. For remote work, ANC is especially crucial when you’re not in control of your environment. Look for earbuds with at least 30 dB ANC to ensure peace of mind (and ear).

    2. Long Battery Life

    Let’s face it, nobody wants to charge their earbuds every few hours. If your day involves long meetings, calls, or commutes, battery life becomes your best friend. Models offering 40+ hours of total playback time are ideal for uninterrupted workdays.

    3. Crystal-Clear Mic Quality

    Professionals need to be heard clearly. So, multiple mics and ENx (Environmental Noise Cancellation) are crucial. These ensure that your voice comes through without background static or interference, even in noisy places.

    4. Multi-Device Compatibility

    From your phone to your laptop and maybe even a tablet, your earbuds need to switch between devices effortlessly. Bluetooth earbuds with a 5.3 or higher version ensure faster pairing and greater range for multitaskers.

    5. Comfort and Fit

    When you’re wearing earbuds all day, ergonomic design and lightweight build are game changers. They prevent ear fatigue and stay in place whether you’re at your desk or walking between meetings.

    6. Bonus Features (That Actually Matter)

    Think LED battery indicators, spatial audio for immersive sound, or dual (even quad) drivers for hi-res audio. These may not be dealbreakers, but they sure do sweeten the deal, especially when you’re wearing these for both work and entertainment.

    Best boAt Airdopes for Remote Work & On-the-Go Life

    1. Airdopes Prime 701 ANC – For the Executive Who Wants It All  
    ₹2,199 | 46 dB Hybrid ANC | Spatial Audio | 50 Hrs Battery

    The Airdopes Prime 701 ANC are for the serious professional who demands maximum focus and superior audio. With 46 dB hybrid ANC, it blocks out even aggressive street noise or café chatter. Add to that spatial audio for immersive virtual meetings, and a 50-hour battery, and you’ve got a beast that’s built for both boardroom calls and Netflix marathons.

    Best for: Frequent flyers, busy executives, and anyone who wants premium features at a great value.

    2. Airdopes Ultra Pro – Because Battery Anxiety is So Last Season  
    ₹1,999 | Spatial Audio | 100 Hrs Battery | 4 Mic AI ENX

    Yes, you read that right–100 hours of battery life. This is the go-to option for anyone who hates carrying chargers. With 4 mic AI ENX, your voice cuts through like a pro even on busy streets. And the spatial audio ensures your music, calls, and podcasts sound rich and lively.

    Best for: Work nomads, long-hour workers, and podcast junkies who need staying power.

    3. Nirvana Ion ANC Pro – For the Audiophile at Work  
    ₹2,799 | 32 dB ANC | Hi-Res Audio with LDAC | 4 Mic AI ENx

    If you’re someone who cares about crystal-clear sound and wants studio-like quality even on calls, the Nirvana Ion ANC Pro is your match. The Hi-Res Audio with LDAC is engineered for deep, nuanced audio, perfect for sound editors, music lovers, and content creators. The 4 mics with AI ENX don’t disappoint either.

    Best for: Creatives, audiophiles, and professionals who need top-tier sound clarity.

    4. Airdopes Supreme – Budget-Friendly, Feature-Heavy  
    ₹1,499 | Cinematic Spatial Audio | 50 Hrs Battery | AI ENx

    On a budget but still want pro-level features? Airdopes Supreme is your go-to. With a 50-hour battery, you can work for days without hunting for a charger. The AI-ENx with wind noise reduction silences everything from background chatter to traffic noises, allowing you to take calls even on the go.

    Best for: Students, freelancers, and budget-conscious professionals.

    5. Airdopes 141 Elite ANC – The Perfect Balance of Price & Power  
    ₹1,499 | 32 dB ANC | 42 Hrs Battery | 4 Mics ENx

    The Airdopes 141 Elite Anc With 32 dB ANC, this pair handles everything from loud typing to barking dogs with ease. 42 hours of battery life and 4 ENx mics mean you’ll always sound your best. A reliable all-rounder, it offers an ideal mix of performance, price, and comfort.

    Best for: Everyday professionals who want quality without going over budget.

    Wrapping Up  
    If your work takes you places (even if it’s just from the couch to the coffee shop), having the right earbuds is no longer a luxury; it’s a necessity. And with boAt’s line-up of Bluetooth earbuds, there’s something for every kind of professional, from the remote-working writer to the cross-country consultant.

    Whether you’re after long battery life, active noise cancellation, clear call quality, or immersive sound, the boAt family has a model that fits seamlessly into your lifestyle. So go ahead, pick the one that speaks to your needs and let your ears thank you later.  
     

  • PepsiCo India appoints Saakshi Verma Menon as chief marketing officer for foods

    PepsiCo India appoints Saakshi Verma Menon as chief marketing officer for foods

    Mumbai: PepsiCo India has named Saakshi Verma Menon as its new chief marketing officer (CMO) for the foods division, as outgoing CMO Anshul Khanna moves into a new role within the company. The announcement comes amid heightened competition and renewed strategic focus on the Indian packaged foods segment.

    Menon, a key member of PepsiCo’s India leadership team, will lead the marketing strategy for the company’s foods portfolio, which includes household brands such as Lay’s, Kurkure, Uncle Chipps, Quaker, Cheetos, and Doritos.

    “Super pumped to work on some of the most iconic and beloved brands from the house of PepsiCo,” Menon wrote in a LinkedIn post. “These brands have been part of everyday moments for millions, and I’m excited to shape the next chapter of their journey.”

    Menon steps into the new role after leading regional brand initiatives for PepsiCo’s AMESA (Africa, Middle East and South Asia) business, where she managed cross-market campaigns for core beverages including Pepsi, 7Up, and Mountain Dew. With over 20 years of marketing experience, she has also held senior roles at Colgate-Palmolive, Uber, and Kimberly-Clark, bringing a blend of global insight and local consumer acumen.

    PepsiCo India reported revenues of Rs 8,877 crore and profit after tax of Rs 883.4 crore for the financial year ended 31 December 2024. The company’s snacks segment contributed over Rs 6,800 crore, underscoring the strength of its packaged foods portfolio.

    India’s packaged foods market is currently valued at Rs 3.6 trillion, while the carbonated beverages segment stood at $18.25 billion in 2022, according to ICRIER. PepsiCo faces strong competition from both multinational and domestic players, including Coca-Cola, ITC, Bikaji, and Haldiram’s, with bottling operations managed by its partner, Varun Beverages.

    To bolster local manufacturing and supply chain capabilities, PepsiCo India last year announced a Rs 1,266 crore investment to set up a flavour manufacturing facility in Ujjain, MadhyaPradesh, expected to be operational in Q1 2026. A second facility is also being developed in Tamil Nadu, reaffirming the company’s long-term commitment to the Indian market.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)
     

  • Tata Motors slows down with 8.5 per cent dip in Q1 vehicle sales

    Tata Motors slows down with 8.5 per cent dip in Q1 vehicle sales

    MUMBAI: When the going gets tough, even the trucks slow down and Tata’s latest sales pitstop shows just that. Tata Motors hit a speed bump in the first quarter of FY26, clocking 2,10,415 units in total vehicle sales, a decline of 8.5 per cent year-on-year from 2,29,891 units in Q1 FY25. The slide was felt across both passenger and commercial segments, as domestic demand cooled off amid high base effects, macro headwinds, and flat market sentiment in May and June.

    Commercial vehicles bore the brunt, with total CV sales down 6 per cent YoY to 85,606 units. While HCV trucks fell 12 per cent, and small commercial vehicles (SCVs and pickups) dropped 17 per cent, there was some traction in ILMCV trucks and passenger carriers, which managed modest growth of 5 per cent and 1 per cent respectively. Interestingly, Tata’s international CV business was in overdrive revving up 68 per cent over the same quarter last year, thanks to new markets like Egypt and expanded play in the MENA region.

    Passenger vehicles also faced headwinds, with sales slipping 10% to 1,24,809 units, of which EVs contributed 16,231 units, a marginal 2 per cent dip YoY. The good news? Electric optimism is holding charge. EV sales picked up pace towards the quarter’s end, and new launches like the Altroz and Harrier.ev are expected to spark further momentum in the months ahead. The refreshed Tiago, meanwhile, zipped ahead with 16 per cent YoY growth.

    In the domestic market alone, Tata sold 2,03,411 vehicles, down 10 per cent, while international business sales rose on the back of a strong 67.9 per cent lift in CV exports.

    Tata Motors executive director Girish Wagh called it a “subdued start” to the fiscal, pointing to muted demand in heavy and small truck segments. But he remained upbeat, banking on a “healthy monsoon, repo rate cuts, and infrastructure push” to recharge CV demand in coming quarters. The company also launched India’s most affordable mini-truck, the Ace Pro, in multiple fuel variants, and introduced air-conditioned cabins across its truck range, a move aimed at improving driver comfort in gruelling conditions.

    Passenger Vehicles MD Shailesh Chandra, meanwhile, struck a cautiously optimistic note: “The EV segment was a bright spot,” he said, adding that Tata is “well positioned” to build on its lead with a fresh lineup across hatchbacks and SUVs.

    With the festive season on the horizon and fuel prices stabilising, Tata’s drive through FY26 may yet shift back into a higher gear. For now though, it’s a recalibration pitstop and the engines are humming, but not quite roaring.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Shamsuddin, Desai Jasani and Menon blur the lines with launch of AI-native marketing outfit, Theblurr

    Shamsuddin, Desai Jasani and Menon blur the lines with launch of AI-native marketing outfit, Theblurr

    MUMBAI: Three heavy-hitters from India’s advertising hall of fame—Shamsuddin Jasani, Aatsi Desai Jasani and Gopa Kumar Menon—have teamed up to launch Theblurr, a full-service, AI-native marketing company that promises not just smart outputs, but smarter outcomes.

    At a time when brands are swimming in data but gasping for insight, Theblurr aims to rewire marketing for the machine age without losing its human touch. Its calling card? A proprietary ‘HumAIne’ approach that blends machine intelligence with gut instinct—and doesn’t treat AI like the office intern.

    “Marketing today is no longer just about reach or impressions. It’s about real, measurable outcomes—growth, impact, and resonance,” said Shamsuddin Jasani, who serves as Co-founder & CEO of Theblurr. “We have built Theblurr to be a true growth partner, combining full-funnel capabilities with AI-first thinking to create work that truly delivers. We wanted to create something truly aligned with what modern marketing needs. Theblurr is that vision realized—a full-service, AI-native partner built to deliver brilliant outputs and smarter outcomes. We’re here to help brands move faster, think sharper, and achieve results that matter” he added.

    Theblurr is built around what the founders call full-funnel firepower—creative ideas that are media-aware from day one, and media strategies driven by experience, not guesswork. Silo-smashing is not a side project—it’s the operating model.

    Gopa Kumar Menon further added, “At Theblurr, we’re building an agency with passionate people that merges human creativity with AI intelligence. Our HumAIne process, breaks down silos between creative and media teams, it’s the operational backbone that seamlessly integrates our creative and media solutions —every creative idea is media-aware from day one, and every media investment is experience-driven. We’re excited to combine the craft we love with AI that makes it more powerful driven by people who are passionate about making it all work.”

    “At the heart of every great brand story is a deep understanding of people—our clients and their customers. At Theblurr, we don’t just chase KPIs; we champion our clients’ ambitions. Every solution we craft is rooted in empathy, creativity, and the drive to create something truly meaningful together” concluded Aatsi Desai Jasani.

    Together, the trio brings over 60 years of experience and a track record for building agencies that don’t just pitch—they perform. Theblurr’s culture is underpinned by values that spell out its name: Boldness, Learning, Unity, Responsibility and Resonance. (Yes, that’s not a coincidence.)

    As marketers everywhere look for speed, precision and measurable impact, Theblurr promises to be more than just another digital shop—it wants to be the growth partner of choice in a world of vanishing attention spans and rising expectations.

    And if their launch is any clue, the future of marketing just got a little blurrier—and a lot sharper.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Kartik Aaryan named brand ambassador for Saatvik Green Energy

    Kartik Aaryan named brand ambassador for Saatvik Green Energy

    MUMBAI: From Gwalior to green goals Kartik Aaryan’s latest role sees him trading the silver screen for solar panels, as he steps in as the new brand ambassador for Saatvik Green Energy Limited (SGEL). Known for his boy-next-door charm and deeply rooted values, the actor now powers up a message of sustainability for the nation.

    This isn’t just a celebrity collaboration, it’s what SGEL calls a “shared purpose.” According to SGEL chairman and managing director Neelesh Garg, the idea took root during an impromptu chat among company leaders. “We saw that same integrity, hard work and humility in Kartik’s journey from Gwalior to global stardom. That’s when we knew it wasn’t a pitch, it was a purpose,” he said.

    Kartik, whose growing appeal rests on his blend of relatability and aspiration, echoed the sentiment: “Clean energy is not just a necessity, it’s a shared responsibility. I’m excited to be part of the Saatvik brand, which is so aligned with values I believe in integrity, intention, and impact.”

    SGEL managing director Manik Garg said the actor’s journey made him an ideal voice for the brand’s next phase: “With Kartik, we aim to inspire people to choose a cleaner, better, more self-reliant tomorrow.”

    SGEL CEO Prashant Mathur added, “Kartik represents the new India, ambitious yet authentic. He’s not just a youth icon, he’s a believer. In ethics, in effort, in empathy.”

    With the solar sector playing a central role in India’s renewable energy drive, the Saatvik-Kartik association aims to energise conversations around sustainability, while giving the clean energy movement a touch of Bollywood star power. In an era where climate consciousness is fast becoming cool, this collab looks like a match made under the sun.
     

  • Deltin bets big on Bangalore Turf Club with a galloping show of luxury and leisure

    Deltin bets big on Bangalore Turf Club with a galloping show of luxury and leisure

    MUMBAI: In a race where elegance met adrenaline, Deltin, the luxury gaming and hospitality powerhouse from Delta Corp, trotted into the limelight at the Bangalore Turf Club (BTC) as the “Fortune Partner” for the high-octane Deltin Juvenile Sprinters’ Million (Grade III) — a sprint showdown for the country’s fastest three-year-old colts and fillies.

    But this wasn’t just about thoroughbreds crossing the finish line. Deltin brought its A-game off the track too, curating an immersive, ultra-premium brand experience that included an exclusive experiential lounge, swanky photo ops, and celebratory moments shared with BTC members and guests. Strategic branding galloped across the venue, reinforcing Deltin’s association with elite sport and high-stakes glamour.

    Over 4,000 guests flocked to the club, soaking in an atmosphere thick with tradition, thrill, and panache — a vibe perfectly in sync with Deltin’s own ethos of sophistication and high living.

    Commenting on the association, Delta Corp COO Manoj Jain said, “Horse racing is a sport steeped in heritage, precision, and prestige – qualities that strongly reflect Deltin’s own brand ethos. Our partnership with the Bangalore Turf Club provided the perfect platform to create a premium experience that resonates with an audience that shares similar demographics and appreciates sophistication, thrill, and exclusivity.”

    With this partnership, Deltin isn’t just playing its cards right in gaming and hospitality — it’s making all the right moves in lifestyle storytelling too. The brand’s ongoing strategy to align with legacy-rich sports like horse racing signals a larger ambition: to own the space where adrenaline meets affluence.

  • Marriott ties up with Oswal Group to bring wellness luxury to Punjab

    Marriott ties up with Oswal Group to bring wellness luxury to Punjab

    MUMBAI: In a move that signals the rise of Ludhiana as a luxury hospitality hotspot, Marriott International and Vardhman Amrante, an Oswal Group venture, have signed a deal to bring the globally celebrated Westin Hotels & Resorts brand to Punjab.

    The 200-key property, to be developed at an estimated cost of Rs 260 crore, will be Ludhiana’s first Westin, a brand known for its wellness-first, rejuvenation-focused philosophy. The signing ceremony took place in Delhi, with senior representatives from both sides sealing the partnership.

    Ranju Alex, regional vice president – South Asia, Marriott International, said the Westin Ludhiana would “redefine excellence in guest service” while giving travellers a place to “be the best version of themselves, even on the move.”

    Adish Oswal, chairman, Oswal Group, called the project the “crown jewel” in their hospitality vision, aiming to make Ludhiana a luxury destination for both business and leisure travellers.

    Situated just 20 minutes from Ludhiana Railway Station, 1.5 hours from Chandigarh International Airport, and within striking distance of the upcoming Halwara Airport, the property is designed for maximum accessibility and upscale indulgence.

    Expected features include Westin’s signature Heavenly Spa, WestinWorkout Fitness Studio, a swimming pool, and multiple dining venues, along with a lavish executive club lounge. The hotel will also boast expansive banqueting facilities and a lush outdoor lawn for events.

    With Ludhiana’s growing clout in trade, logistics and manufacturing and increasing appetite for elevated experiences, this Westin opening underscores Marriott’s bullish stance on India’s tier-2 growth markets.

    Wellness, it seems, is boarding the Shatabdi and heading north.