ITV

Category: Media and Advertising

  • Pepsi unveils ‘Yeh Dil Maange More’ campaign

    Pepsi unveils ‘Yeh Dil Maange More’ campaign

    Mumbai: In a monumental celebration of its 125th birthday in India, Pepsi is set to redefine the future while paying homage to its legendary past. As the iconic beverage brand commemorates over a century at the heart of pop culture, it unveils a striking new global branding in India that seamlessly fuses the essence of its rich heritage with a contemporary vision. Simultaneously, Pepsi is set to take India by storm by launching its all-new campaign – Yeh Dil Maange More, featuring the versatile and dynamic brand ambassador Ranveer Singh. This dual celebration encapsulates not only a quasquicentennial milestone but also a bold step into the next era of Pepsi’s iconic journey.

    Since its inception Pepsi has evolved into one of the most iconic global consumer brands with Pop culture and enjoyment being at its core. ‘Yeh Dil Maange More’ is a timeless sentiment that is more relevant today than ever before with this generation challenging conventions; agitating the status quo by breaking age-old societal norms and redefining what success and happiness means to them. Be it their nonchalant attitude towards societal judgements, carving out a path to follow their passions, or even their audacious dance moves on reels, this generation lives life on their own terms and Pepsi is here for it.

    Through compelling narratives and Ranveer Singh’s infectious energy, Pepsi inspires everyone to believe in their heart’s desires and seize boundless opportunities. This TVC exalts the raw power of marching to your own beat and trusting your gut instincts; to defy conventions and go for ‘More’. It encourages the youth to embrace daring dreams and strive for the extraordinary because, in a world brimming with possibilities, settling for less is never an option.

    Opening with a universal truth about the conflict between personal passions and societal expectations, the compelling TVC, featuring the Pop Culture and Youth Icon Ranveer Singh, motivates young individuals to overcome reservations, and embrace their fervor, enthusiasm, and distinctive qualities. The film becomes a rallying cry for the youth, urging them to defy societal norms and revel in their passion, spirit, and uniqueness. Life and society may throw curveballs, but the stirring TVC dares the youth to drown out the noise and follow the voice of their heart; the only voice that tells you to do what really matters to you. The crescendo – A resounding ‘Yeh Dil Maange More,’ sealing the deal on a rebellious celebration of individuality.

    Speaking on ‘Yeh Dil Maange More’, PepsiCo India category lead, Pepsi Cola Shailja Joshi commented, “Yeh Dil Maange More is more than a campaign; it’s a cultural phenomenon etched in the hearts of Pepsi lovers. As we embark on this journey, Pepsi invites everyone to savor the taste of this timeless sentiment and embrace the exciting evolution that lies ahead. Ranveer Singh is the perfect ambassador to lead the charge, this iconic campaign celebrating our enduring connection with India and paying homage to the timeless pursuit of ‘more’. Through ‘Yeh Dil Maange More’, we aim to honor the youth of India who relentlessly strive for greater aspirations, encouraging them to heed their heart’s desires and aspirations, despite the limiting voices in their heads. It’s not just about celebrating our past but creating a vibrant future for the brand. Our new global branding is a symbolic fusion of our rich legacy and a dynamic future, resonating with consumers across the globe. We are excited to share this with our consumers across generations.”

    Commenting on the new campaign, Ranveer Singh said, “Being a part of Yeh Dil Maange More is a professional milestone for me. It’s a journey to my roots, to the time when I, like many others, grew up against the backdrop of this iconic campaign. I vividly remember being struck by its energy, its vibe, and its call for ‘more.’ Today, to have the opportunity to not only recreate but redefine this legendary campaign in a way that resonates with me, and the pulse of today’s generation is truly exhilarating. It’s not just about reliving the past; it’s about giving it a contemporary twist, staying true to the spirit of ‘more,’ and celebrating the timeless essence that has inspired us all.”

    The new Pepsi campaign and TVC will be amplified across TV, digital, outdoor, and social media with a 360-degree campaign. Pepsi, with its new brand identity, is on shelves now in single/multi-serve packs across modern and traditional retail outlets as well as on leading e-commerce platforms. 

  • Brand Harvest partners with Carbon Black Films to create LG’s brand campaign

    Brand Harvest partners with Carbon Black Films to create LG’s brand campaign

    Mumbai: In a strategic partnership, Brand Harvest, a leading brand strategy and design company, collaborated with Carbon Black Films to propel LG’s brand campaign to new heights. LG, renowned for its 125-year legacy as a specialist of hing production, takes a significant step to enhance its brand presence by introducing a new array of pure and blended spices.

    Since its inception in 1894, Laljee Godhoo & Co has epitomized quality in every aspect of its hing production. Rooted in a deep respect for raw materials, LG’s journey resonates with generations of Indian consumers. This commitment to excellence is reflected in every part of the process, from sourcing to grounding and packaging, where world-class quality protocols and technology work in tandem to deliver the distinctive LG Hing flavour.

    LG partner Riddhi Merchant emphasized, “Living up to this legacy is the single most important drive for the leadership team. When the idea of extending the portfolio came up, the most critical question was the ability to deliver the same level of quality the consumers of our Hing has been used to and more importantly the brand narrative has to carry the LG legacy forward. The company has literally evolved alongside Indian kitchen across generations.”

    Drawing on over a century of expertise, LG introduces a diverse range of spices meticulously crafted to delight the Indian palate. Through extensive efforts spanning thousands of man-hours across India, the teams have worked to understand the unique Indian palate and taste. From sourcing premium ingredients to employing cutting-edge technology, each spice undergoes rigorous processes to ensure unparalleled flavor, aroma, and visual appeal.

    The new lineup includes five pure spices – coriander, cumin, red chilli, Kashmiri chilli, and turmeric, alongside six blended spices – Garam Masala, Biryani Masala, Chicken Masala, Mutton Masala, Rasam Masala, and Sambhar Masala.

    This expansion underscores LG’s commitment to play a pivotal role in Indian kitchens, fostering a renewed set of culinary associations. To maintain alignment with its rich legacy, LG collaborated with Brand Harvest Consultancy for consumer research, strategy, and brand design.

    According to the founder of the agency Ram Gudipati, “It’s important that the expansion does not dilute the core attributes but rather strengthens the associations. To achieve this, a strategic communication has been planned for the launch. The story of India’s unique love for food, it’s mannerisms and expressions have been captured to bring alive the brand’s lasting cultural and culinary associations”

    As per Carbon Black films director John Francis, “It was important to capture the emotions we choose to showcase a montage film capturing the essence of people relishing tasty food and that is akin to what LG stands for.”

    Partner Hina Bimal, representing LG said, “LG always looks for high quality, raw materials sourcing, blending, processes, taste, and aroma. We are leaving no stone unturned to ensure that this new range of spices finds its place in the homes and hearts of India.”

  • Bombae is breaking the hairarchy yet again, one hairy ad at a time!

    Bombae is breaking the hairarchy yet again, one hairy ad at a time!

    Mumbai: Bombae, the trailblazing brand known for its audacious approach to social norms, is once again challenging conventions with its latest campaign: “Breaking the Hairarchy, One Hairy Ad at a Time.” In a world where traditional beauty standards have dictated unrealistic expectations for far too long, Bombae is on a mission to disrupt the status quo. With their latest initiative, they aim to spark a much-needed conversation about the portrayal of women’s body hair in media and advertising.

    Remember those mischievous days of childhood; giggling as we scribbled moustaches on magazine models?  Little did we know our silly doodles stemmed from something deeper – a world obsessed with defining beauty within a narrow box. Today, as adults, we understand that judging someone based on a strand of hair or lack thereof is, well, a bit like judging a book by its cover (and a pretty boring cover at that!). But the truth is, those beauty standards we mocked as kids still linger. Body hair on women?  

    Parlour didis. Movies and ads. The patriarchy. Everyone’s got one thing to say:

    Whisper it quietly->Body hair is gross -> Women shouldn’t have any -> Conform to this norm.

    Bombae’s campaign challenges the pervasive notion that body hair on women is taboo or undesirable. By reimagining popular advertisements to feature women with visible body hair, Bombae aims to celebrate the natural beauty of all individuals and break down outdated stereotypes.

    Bombae chief business officer Siddha Jain said, “Yeah, we’re not a fan of the current situation. So, we want to change this conversation by changing the game. For many forms of representation around us, the portrayal of women’s body hair still remains hidden, creating a disconnect between reality and what we see splashed across billboards. And so we want to show ads in a way that haven’t been shown before in an effort to stay true to the promise of being bold, honest and irreverent in everything we do. We invite brands to come recreate their ads with us! Because when we see women in their natural selves, unafraid and empowered, that’s a message worth amplifying. Let’s recreate ads together with a fuzz of moustache and touch of hair arms, to showcase the world they are as beautiful and as sexy. Break the mold with us. DM us on Instagram, and we beautifully retouch it with hair, and we put it up as a collab post!”

    The idea of this initiative is to recreate some ads by adding body hair to them – to show the world that a leg fuzz or an underarm with a touch of shade is just as powerful, just as sexy, just as worthy of being showcased. This is where Bombae breaks the ice and all the stereotypes around women’s hair and hair removal.

  • CashKaro launches ThinkWomen campaign

    CashKaro launches ThinkWomen campaign

    Mumbai: As International Women’s Day draws near, CashKaro announced its landmark campaign, “ThinkWomen”, dedicated to recognising and honouring the impactful leadership roles of female founders. Slated to go live on 8 March 2024, CashKaro’s “ThinkWomen” campaign encourages brands to participate by changing their profile pictures to an image of their female founder, for the day. The initiative stands for a powerful tribute, highlighting the resilience, and brilliance of women leaders championing India’s journey towards a more inclusive and diverse business landscape.

    This campaign uses a powerful story to show how Indian businesses are changing. It highlights the growing number of women leaders, shattering the image of a male-dominated world. By showcasing this rise in female power, the campaign emphasises the strong voices women now have in shaping the future of India’s business landscape.

    Commenting on this initiative, CashKaro & EarnKaro co-founder Swati Bhargava said, “International Women’s Day marks a celebration of women’s competence and achievements across diverse realms. Our ThinkWomen campaign is not just a tribute but a rallying call to empower women in all aspects of life. Their multifaceted qualities, unwavering determination, commitment, and pursuit of excellence equip them as effective decision-makers, including in entrepreneurship. This initiative celebrates the extraordinary potential of women and aims to inspire more ladies to embrace leadership roles confidently.”

    CashKaro has extended an invitation to prominent brands such as Nykaa, SUGAR Cosmetics, Mamaearth, Kiro Beauty, and VLCC, all of which enjoy the leadership of eminent businesswomen, to participate in this exciting initiative. The aim is for some of the country’s most outstanding brands to collectively recognize the indispensable role of women in the booming startup ecosystem and beyond. Through this campaign, CashKaro urges the business community to collectively honour the contributions of women leaders, in shaping the future of our entrepreneurial and economic landscapes.

    The campaign has been launched across the brand’s social media properties including Instagram, Twitter, and YouTube handles.

    Facebook:https://fb.watch/qE0ApXWkGi/

    Linkedin: https://www.linkedin.com/feed/update/urn:li:ugcPost:7171054738396884993/

    Twitter: https://twitter.com/Cashkarocom/status/1765310379331092632

    Instagram: https://www.instagram.com/reel/C4K8n0tLgOl/?hl=en

    Youtube: https://youtu.be/d95EZweRlok 

  • Decathlon India’s ‘Play Your Own Way’ campaign inspires women in sports

    Decathlon India’s ‘Play Your Own Way’ campaign inspires women in sports

    Mumbai: As the world prepares to celebrate International Women’s Day, Decathlon India is set to introduce the 2.0 edition of the ‘Play Your Own Way’ campaign, promoting inclusivity and empowerment for women of all ages, backgrounds, and sizes. The campaign celebrates each woman’s unique journey towards a healthier and happier lifestyle, whether it is taking up a new sport, setting fitness objectives, or simply enjoying the freedom of movement.

    Through a series of engaging events and activities, Decathlon India aims to encourage 50,000 women across the country to discover the joy of an active lifestyle and the sense of empowerment that comes with it.

    ●    Various citywide events include Women’s Day runs, exclusive women’s cycling, fitness activities, Zumba, and badminton across Mumbai, Bengaluru, and Delhi.

    ●    Additionally, interactive challenges are being organized in major stores across India, providing something for all women to step out of their houses, enjoy, and participate in.

    ●    The campaign comes to life through a captivating video by Decathlon, showcasing women defying expectations and embracing their individuality through sports.

    •        This video serves as a call to action, emphasizing that sports are not about conforming, but about celebrating your unique journey and defining your own success.
    •        It aims to ignite a spark in viewers, urging them to break free from stereotypes and experience life on their own terms.

    ●    Additionally, the brand proudly features testimonials from its eminent women teammates across India in the form of a vox-pop video, exemplifying Decathlon’s belief that change begins from within.

    ●    Decathlon also launched an ad audio challenge for everyone to participate in during the women’s day week:

    ●    Through this campaign, Decathlon also invites women to work with them and join their team #HERoesofDecathlon

    Decathlon empowers women in sports with a diverse range of products, including swimwear tailored for all sizes and versatile cardio athleisure wear. Whether it’s running shoes for optimal performance, surfing swimwear for water enthusiasts, or durable hiking gear, Decathlon ensures women have access to high-quality tools, fostering inclusivity and excellence.

    “At Decathlon India, we are committed to nurturing a culture of inclusivity and empowerment, where every individual, regardless of gender, feels valued and supported in their pursuit of an active lifestyle. The ‘Play Your Own Way’ campaign is not just a celebration of women in sports; it is a testament to our unwavering belief in the transformative power of sports to uplift and inspire. Through this campaign, we aim to challenge stereotypes, break down barriers, and create a more inclusive environment where women feel empowered to define their own paths to success,” said Decathlon India country people leader Piyush Khattar.

  • Zomato introduces kurta for female delivery partners

    Zomato introduces kurta for female delivery partners

    Mumbai: Zomato, India’s food ordering and delivery platform, has announced a unique initiative to celebrate diversity and inclusivity with the introduction of kurtas as a delivery fleet outfit option for female delivery partners. Committed to creating an inclusive and holistically supportive ecosystem for all female delivery partners, this initiative focuses on empowering female delivery partners to expand their freedom and choose between a T-shirt and a kurta as per their comfort and preference.

    Female delivery partners often face challenges while navigating their roles on Indian roads, compounded by discomfort with the western-style t-shirts provided as delivery fleet outfit. Many of these partners resort to wearing these t-shirts over traditional attire like suits or sarees, resulting in discomfort throughout their workday. Understanding the importance of addressing these concerns, Zomato has prioritised the comfort and practicality of its female delivery partners and revamped the delivery fleet outfit, thereby providing the flexibility to choose.  With features like deep pockets on both sides and intricate embroidery, the kurta not only ensures functionality but also adds a touch of style for women on the go, thereby enhancing their overall work experience.

    In addition to the outfit redesign, Zomato has curated Women’s Day self care packages in collaboration with Blinkit partners Mamaearth, Aqualogica, L’Oréal Paris, and Pee Safe. Featuring skincare, beauty, and female hygiene products, these packages aim to support the well-being of Zomato’s female delivery partners.

    Preeti, a delivery partner from Delhi, shared her positive feedback on the newly introduced kurta, stating, “I am happy with the Kurti & the kit, it is comfortable and the embroidery makes it look very pretty.”

    Another delivery partner, Nandini, who has been part of Zomato’s team for over a year, expressed her satisfaction, mentioning, “The Kurti is very comfortable, especially for summers. Since it is full-sleeved, I won’t have to wear additional sun protection sleeves.”

    In the last few years, Zomato has made significant investments to ensure its delivery partners are safeguarded. With its female delivery partner onboarding programme, 2,000 plus inspiring women leverage the Zomato platform to participate in and earn from last mile deliveries. Maternity insurance and paid period leaves are some of the initiatives launched in the past to ensure well being of female delivery partners.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Zomato (@zomato)

     

  • Coca-Cola brings ‘Coca-Cola Foodmarks’ in India, celebrating Raj Kapoor’s legacy

    Coca-Cola brings ‘Coca-Cola Foodmarks’ in India, celebrating Raj Kapoor’s legacy

    Mumbai: Coca-Cola India is thrilled to announce the launch of Coca-Cola Foodmarks in India, under its “A Recipe for Magic” global campaign. Inspired by the culture and created with the real magic of Coca‑Cola, ‘Coca-Cola Foodmarks” celebrates global “food landmarks”. These are destinations and experiences with a recipe of three key ingredients: the perfect moment, the perfect meal and an ice-cold Coca-Cola.

    As its global rollout, the launch event in India was held at Embassy restaurant, an iconic standout in Connaught Place in Delhi which brought the attendees back to the pivotal time of Hindi Cinema. It was graced by renowned Bollywood personalities, Janhvi Kapoor, Karisma Kapoor, who honored the legendary Raj Kapoor. The highlight was the timeless photograph of two icons, Raj Kapoor and bottle of Coke, both in one frame!

    The experience recreated Raj Kapoor’s on-set meal moments, inviting people to enter the golden age of Bollywood, the 1950s, through an immersive film set with tech-forward interactive moments using A.I. From filmy decor to special photo backdrops, stardom posters to a musical stairway, guests were treated to an interactive Coca-Cola experience. A regal entry by the Kapoor stars in vintage cars added to the overall charm of the evening. Local influencers and dignitaries were also present to experience the magic of Coca-Cola Foodmarks.

    The event spotlighted Raj Kapoor’s beloved Dal Makhani paired with ice-cold Coca-Cola, paying homage to his timeless tastes and traditions. This pairing will live on as part of the menu at The Embassy in New Delhi and guests coming to restaurant can try this as an offering.

    “We are thrilled to introduce Coca-Cola Foodmarks in India, a country known for its rich culinary heritage and vibrant food culture,” said Coca-Cola INSWA Sr director – marketing Kaushik Prasad. ” Coca-Cola Foodmarks embodies the essence of Coke that is to spread Real Magic of shared moments, cultural nuances and culinary excellence. We are excited to bring this experience offering patrons an opportunity to savor flavors while creating lasting memories.”

    As part of the campaign, Coca‑Cola will debut immersive, in-person experiences around the world, showcasing unique experiences, each inspired by an iconic cultural moment. From the time Marilyn Monroe was photographed enjoying a hot dog and a Coca-Cola from a New York City food cart to scenes captured in the Hong Kong film The God of Cookery, Coca-Cola will bring to life the diversity—and unity—of their recipes for magic.

  • “Auraa envisions a future where modeling is valued and respected on par with prestigious professions”: Auraa Talents’ Arpita Das

    “Auraa envisions a future where modeling is valued and respected on par with prestigious professions”: Auraa Talents’ Arpita Das

    Mumbai: Amidst the dazzling and glittery world of modeling, where trends shimmer and styles evolve, one cannot ignore the prevalent preferences for lighter skin tones that have cast a subtle but persistent shadow over the industry. However, breaking through these conventional norms and redefining beauty standards is Auraa Talents, a dynamic platform founded in 2008 by former model and visionary entrepreneur Arpita Das.

    Auraa Talents has not only become a leading force in the creative, modeling, and entertainment sphere but has also emerged as a champion for diversity, empowerment, and inclusivity. As the industry grapples with stereotypes, Auraa stands as a beacon of change, dedicated to eradicating negative perceptions and fostering a culture where every talent, regardless of skin tone, shines with their unique spark and potential.

    Indiantelevision.com caught up with Auraa Talents founder & CEO Arpita Das to know more about their evolution since inception, key milestones, training programs for both models and their employees, and much more…

    Edited Excerpts:

    On Auraa Talents’ evolution since its inception in 2008, and the milestones that you’re most proud of in its journey

    During its inception, Auraa showcased only two international models, reflecting its global ambitions. From its modest beginnings, Auraa has now blossomed into a thriving pool of talent representing 150 plus international and Indian talents and actors, from over 25 countries. We have also worked with diverse clientele such as Coca Cola, Tanishq, Vaseline, and others, over the last 16 years leading to a remarkable impact in the modeling realm.

    A few of our proudest milestones over the years are a collaboration with Pocket FM that involved our entire talent cast. They were also chosen to participate in a short film called ‘F se Fantasy’. Moreover, a few of our models were cast alongside prominent celebrities such as Taapsee Pannu, Hrithik Roshan and Samantha Prabhu across advertorial campaigns.

    On some of the key challenges you faced in the modeling industry that motivated you to establish Auraa

    As soon as I began pursuing modeling full-time, I began to understand the industry’s shortcomings. Back in the 2000s, most brands were attracted to lighter skin tones which posed a challenge as I was more dusky. Furthermore, as I lacked appropriate management at the time, it hindered my visibility on the right platforms. As a result, I set out to establish a platform that would provide equal opportunity to all individuals who shared the same dream.

    On Auraa Talents setting itself apart in the competitive modeling and talent management industry

    At Auraa, we foster a culture of safety, respect, and empowerment within the community. Our commitment to leaving no stone unturned for our talents and treating every project with utmost priority, sets us apart from the rest.

    On the inspiration behind championing equal opportunities for aspiring talents, emphasizing inclusivity regardless of skin tones

    Every individual deserves a fair opportunity to showcase their talent and contribute to the industry. We not only nurture creativity, but also celebrate the uniqueness & richness that every individual brings to the table.

    At Auraa, we stand for empowerment, by breaking down barriers and amplifying voices, diversity, and the belief that talents shine the brightest when given the opportunity to flourish, irrespective of skin tone or background.

    On Auraa promoting a culture of safety, respect, and empowerment within the modeling community

    At Auraa, we foster a culture of safety, respect, and empowerment within the modeling community by prioritising education on making informed decisions, building self-belief, and instilling confidence in our models. We provide comprehensive training to help our talents differentiate between right and wrong choices, empowering them to navigate their careers with integrity and resilience. By emphasising self-belief and confidence-building exercises, we equip our models with the tools to assert themselves and thrive in a competitive industry. Our commitment to being readily available for support and guidance ensures that our models feel secure and valued.

    On Auraa’s training programs and their impact on the development of both models and its employees

    We offer comprehensive training programs catering to both employees and models. Our grooming classes for models focus on refining their skills and presentation, ensuring they are well-prepared for the modeling and entertainment industry. A notable success story here would be of our plus-size model Shefali who faced resistance and skepticism from her family and fiance. However, today, she stands tall not only as a successful model but also as a proud wife, daughter, and daughter-in-law.

    Employees benefit from our training programs designed to uplift and empower them, providing a platform for growth. A few notable success stories include Venky, who started as an office boy and now thrives as a talent manager, and Pooja, who transitioned from working in an NGO to international scouting.

    Overall, Auraa’s aim through these programs is to inspire the following:

    1. Holistic growth and confidence building

    2. Becoming the better version of themselves

    3. Guidance and support

    4. Ownership and commitment

    On your aspirations for Auraa Talents in the coming years

    In the coming years, Auraa aspires to achieve the following for its talents:

    1. Brand recognition: The aim is to elevate Auraa to a household name synonymous with modeling excellence. We strive to have Auraa recognised as a trusted and reputable institution in the industry.

    2. Education and awareness: Auraa seeks to educate aspiring models and the general public about the modeling industry. By providing valuable guidance and information, Auraa aims to steer individuals away from potentially harmful paths and ensure they make informed decisions about their modeling careers.

    3. Elevating the status of modeling: Auraa envisions a future where modeling is valued and respected on par with other prestigious professions like engineering and medicine. By promoting the significance and artistry of modeling, Auraa aims to elevate the status of models and the industry as a whole.

    4. Global reach and representation: Auraa is working towards creating a path for aspiring models to reach international markets and represent India on a global stage. By providing opportunities for talents to showcase their skills internationally, Auraa aims to open doors for Indian models to achieve success and recognition worldwide.

    Overall, Auraa’s aspirations for its talents in the coming years revolve around building a strong foundation of education, awareness, and support, to empower models to reach their full potential, make informed decisions, and succeed both nationally and internationally. By striving to transform the modeling landscape and create new opportunities, Auraa aims to shape the future of modeling in India and beyond.

  • Shisen Fox unveils its digital campaign ‘Holi Kab Hai?’

    Shisen Fox unveils its digital campaign ‘Holi Kab Hai?’

    Mumbai: Shisen Fox, a new-age premium unisex eyewear brand unveils its latest digital campaign, ‘Holi Kab Hai?’ focusing on the true spirit of Holi by making peoples’ faces colorful and joyous via sunglasses. The campaign is conceptualised by Glad U Came.

    While Holi is a festive occasion, many Holi colors contain harmful chemicals, posing significant risks to the eyes. Through this campaign, Shisen Fox advised consumers to be cautious. The digital ad starts with a montage of a group of friends wearing Shisen Fox sunglasses which is followed by splashes of colours on their faces leading up to the message: play Holi with precaution. From quirky colorful glares to vibrant sunglasses, Shisen Fox offers its customers to dive into the sphere with splash colors and celebrate Holi in style.

    Shisen Fox founder Salim Memon expressed, “At Shisen Fox, we believe in celebrating diversity and self-expression, and what better way to do so than through the prism of colors that Holi brings? It is a time of togetherness and celebration, and we wanted to capture that essence with our ‘Holi Kab Hai?’ campaign. Our collection features quirky glares and sunglasses perfect for the Holi season, allowing customers to express their unique style while embracing the festive spirit.”

    Shisen Fox’s colorful eyewear Holi campaign will be hosting virtual Holi-themed filters, events, and contests on its social media channels, inviting customers to participate and win exciting prizes. The ‘Holi Kab Hai?’ campaign also underscores Shisen Fox’s commitment to providing innovative eyewear solutions that seamlessly blend style, comfort, and functionality.

  • VisionSpring’s Livelihoods in Focus campaign aids agricultural workers and artisans with clear vision

    VisionSpring’s Livelihoods in Focus campaign aids agricultural workers and artisans with clear vision

    Mumbai: VisionSpring, the non-profit organisation accelerating the use of eyeglasses around the world, has brought together groups from across the tea sector for a landmark event unveiling their Livelihoods in Focus campaign. Livelihoods in Focus is a strategic initiative to unlock more than Rs 300 crore in income-earning potential this year by helping tea garden workers, artisans, and micro-entrepreneurs get the eyeglasses they need.

    At the event, VisionSpring announced new partnerships with Indian Tea Association, Luxmi Tea Co Pvt Ltd, Tea Promoters India, Tibetan Settlement Office, Saneki Weavers and All Assam India Small Tea Growers, through this association we seek to achieve 55 per cent vision correction through eye screening and dispensing of eyeglasses, expecting the first-time wearer ratio will be at 80 per cent. Together, the new partnerships will screen the vision of 50,000 people.

    This livelihoods in focus event brought together more than 100 senior leaders from the tea industry, government, corporations, NGOs, family foundations, and eye hospitals. Among them were:

    1   Rainforest Alliance consulting program coordinator India Harkirat Singh Sidhu

    2   Vision 2020 India president and Siliguri Greater Lions Eye Hospital, India CEO Dr Rajesh Saini

    3   Gorkhaland Territorial Administration executive director Samden Dupka

    VisionSpring announced that it has already screened the vision of more than 280,000 people, including more than 200,000 tea and coffee garden workers, through this initiative. To scale up Livelihoods in Focus, it invites partners from the tea industry, the non-profit sector, corporates, and the government to join the effort. With further support, VisionSpring will screen the vision of more than 1.5 million tea and coffee workers and artisans in Assam, West Bengal, Tamil Nadu, Kerala and Karnataka.

    Livelihoods in Focus, supported by the National Programme for Control of Blindness and Visual Impairment (NPCBVI), has the potential to create a substantial economic impact by enhancing the productivity of people working in visually intensive jobs. A 2018 study published in the Lancet, conducted with tea workers in Assam, found that eyeglasses unlocked productivity improvements of 21.7 per cent overall and a staggering 31.6 per cent increase for those over 50. This makes providing reading glasses the most effective health intervention for productivity in low- and middle-income communities.

    VisionSpring India board chair Narayanan Kumar said: “Clear vision isn’t merely about sight; it’s the cornerstone of opportunity, productivity, and dignity. For tea garden workers, whose livelihoods hinge on precision and efficiency, clear sight is not just a preference but a necessity. By equipping them with clear vision through eyeglasses, we are not simply correcting eyesight; we are empowering tea garden workers to unlock their full potential. In doing so, they become catalysts for progress, not only enriching their own lives but also fostering the prosperity of their communities and the country as a whole.”

    “We are thrilled with the overwhelming response to the project,” Rainforest Alliance consulting program coordinator India Harkirat Singh Sidhu said. “Clear vision not only enhances the overall well-being of hardworking tea garden workers but also holds the potential for transformative change in their lives. The efforts to prioritize and address clear vision, by VisionSpring Foundation, for tea garden workers are not just an investment in their individual health but a step towards fostering a healthier, more vibrant community. I wholeheartedly support and commend initiatives aimed at making clear vision a reality for tea garden workers, recognizing its profound significance in shaping a brighter, more productive and a healthier future for them.”