ITV

Category: MAM

  • Croc star! Rashmika Mandanna steps in as Crocs’ new global face from India

    Croc star! Rashmika Mandanna steps in as Crocs’ new global face from India

    MUMBAI: Rashmika Mandanna’s latest role is far from scripted, it’s unscripted, unfiltered, and all about sole. The beloved Indian actor and youth icon has been unveiled as Crocs’ newest global ambassador from India, fronting the brand’s vibrant new campaign “Your Crocs. Your Story. Your World,”  and it’s as playful as it is personal.

    With her radiant charm and relatable personality, Rashmika now becomes the face of Crocs’ campaign in India, marking a key moment for the footwear brand as it deepens its cultural resonance across the subcontinent. And it’s not just about shoes, it’s about storytelling from the feet up.

    Through a blend of CGI, whimsical world-building, and animated Jibbitz charms, the campaign film transforms Rashmika’s everyday into surreal storyscapes from red carpets to quiet corners of her home. Each charm becomes a portal to her passions, quirks, and moods, bringing the brand’s vision of personal style as self-expression alive in true Crocs fashion.

    As the face of the Indian edition of the global ‘Your Crocs, Your Story, Your World’ campaign, Rashmika embodies the spirit of personal storytelling through style. The campaign spotlights Crocs not just as footwear, but as a canvas for self-expression, where individuality comes to life with every step. Through playful and customizable Jibbitz charms, consumers are encouraged to create looks that are uniquely their own, turning everyday fashion into a reflection of personal stories, moods, and moments, and making every pair of Crocs a one-of-a-kind statement.

    “Crocs has always been a brand I’ve felt connected to. I love the fun colors, quirky silhouettes, and the unapologetic individuality they stand for.” said Rashmika Mandanna. “If you know me, you know I never shy away from expressing myself. Whether it’s my love for K-pop, Korean snacks, or sunflowers I wear my heart on my sleeve. With Crocs and Jibbitz, I get to bring that side of me to life and create something that’s completely my own. I’m so excited for my fans across India to experience the ‘Your Crocs. Your Story. Your World.’ campaign and discover how they can express their own unique style with Crocs.”

    Crocs head of international marketing Yann Le Bozec shared, “Rashmika embodies everything Crocs stands for authenticity, confidence, and personal expression. Her incredible reach across India, especially among young audiences, makes her the perfect ambassador to amplify our connection with the local consumer. With Rashmika leading our campaign, we’re excited to inspire a new generation to celebrate their individuality with Crocs.”

    Sharing his thoughts Kulfi Collective, CCO & co-founder Akshat Gupt said, “Crocs has always been about self-expression. Through this campaign, we wanted to elevate Jibbitz as a storytelling device, one that visually captures how our experiences shape us. It’s about owning your world, your way, and Rashmika brings this to life beautifully.”

    This 360-degree campaign will span digital platforms, retail stores, and social media, inviting audiences to step into their own world with a pair of customisable Crocs. From Delhi to Dindigul, this isn’t just a brand drop, it’s a personal style revolution with foam and flair.

    Because sometimes, making a fashion statement means starting from the ground up charm by quirky charm.
     

  • Stirring up strength as Horlicks enters the senior nutrition league

    Stirring up strength as Horlicks enters the senior nutrition league

    MUMBAI: It’s time to raise a glass not just for taste, but for strength. Horlicks, the heritage health drink from Hindustan Unilever Limited, is now blending nutrition with age-defying intent as it enters the senior wellness space with its latest launch, Horlicks Strength Plus. Designed for older adults, the formulation is all about supporting graceful ageing with serious muscle behind it quite literally.

    Launched across South and East India, Strength Plus is a nutritionally dense, zero-added-sugar drink tailored for seniors. It’s packed with easily digestible proteins, leucine, calcium, vitamin D, and dietary fibre all aimed at maintaining muscle mass, bone strength, and digestive balance. And with no added maltodextrin in the mix, it’s as clean as it is conscious.

    This isn’t just a product, it’s a well-timed intervention. According to the UNFPA India Ageing Report 2023, India’s senior population is projected to rise to 15 per cent by 2036 and nearly 21 per cent by 2050. With ageing comes sarcopenia, brittle bones, and gut troubles yet many seniors remain unaware of how significantly their nutritional needs shift.

    Horlicks Strength Plus is here to change that narrative not only through formulation, but through education. The brand has partnered with Apollo Diagnostics and Apollo Pharmacy to offer subsidised health checks for seniors, a Rs 2,525 diagnostic package available for just Rs 299 at select locations. The initiative aims to nudge India’s elders towards proactive health management through both diagnostic awareness and dietary correction.

    Speaking about the launchfoods HUL executive director Rajneet Kohli said, “We are proud to build on the strong legacy of Horlicks, a brand trusted by generations for formulations that are not only effective, but also cater to consumer taste preferences. As people age, they face unique health challenges, and supplementation can help bridge the dietary gap to meet their specific needs. Horlicks Strength Plus is an easy- to-consume solution that fortifies the body and helps maintain strength. It is the latest addition to our expanding Horlicks PLUS range, with a thoughtfully developed composition that elevates muscle strength, supports bone health and enhances digestive wellness. It contains no added sugar and is a flavorful drink that can be consumed with milk or water. Through our collaboration with Apollo Diagnostics and Apollo Pharmacy, we aim to empower elderly individuals to take charge of their well-being.”

    Speaking about the need for nutritional supplementation for older adults, Indian Institute of Nutritional Sciences (IINS) chairman Prof Varsha said, “Medical science has extended longevity of life. However, lifestyle has a negative impact on quality of life. Increased immobility and muscle-wasting results in 3F’s – Frailty, Falls & Factures. Nutritional science supports quality of life with safe protein supplementation, adequate activity-sustaining energy & correction of micronutrient deficiencies. Remember, you are what you eat or drink.”

    Strength Plus now joins Horlicks’ expanding ‘Plus’ portfolio, which already includes offerings like Women’s Plus, Mother’s Plus, and Diabetes Plus each a targeted response to evolving nutritional needs. But this launch hits a particularly crucial demographic at a crucial time.

    Because while youth may be fleeting, strength with the right support doesn’t have to be. With Strength Plus, Horlicks isn’t just keeping up with its consumers, it’s growing older with them, one nourishing sip at a time.
     

  • CashKaro gets real as it roasts coin gimmicks in cashback reality check

    CashKaro gets real as it roasts coin gimmicks in cashback reality check

    MUMBAI: Cashkaro has just dropped the mic and a few coins in its latest swipe at rewards platform gimmickry. In a witty takedown of digital token theatrics, the cashback and coupons platform has launched a cheeky new ad film that riffs off a viral talent show moment complete with lights, flair, and a whole lot of #bakwaas bashing.

    Part of its bold #CoinsVSCashback campaign, the film playfully parodies the over-the-top style of India’s most meme-worthy reality shows but swaps staged drama for sharp satire. The twist? A contestant wins hearts not with a coin-laden gimmick, but by flashing the golden truth: real cashback beats pretend perks every time.

    The film pokes fun at reward systems built on ‘digital coins’ which often come with caveats, expiry dates, and fine print longer than your grocery list. Instead, Cashkaro positions itself as the straight-talking champion of value: cashback that lands in your bank account, not buried in some loyalty app limbo.

    Talking about CashKaro’s mission to provide real cashback for Indian shoppers, Cashkaro and Earnkaro co-founder Swati Bhargava said, “CashKaro has always stood for real, tangible savings not coins that come with fine print, expiry dates, or usage limits. With our digital campaign #CoinsVSCashback, we’re calling out the smoke and mirrors of so-called coin rewards. This Latent-inspired ad film is the latest in a series of bold, creative adaptations reinforcing that real cashback is money that users can bank, spend, and benefit from without limitations. Last year, we rolled out our Aadat Badlo campaign that also focused on shifting consumer behaviour and helping them earn big by changing one small habit while shopping. That’s the value we’ve consistently delivered, and this film captures that message in a bold, humorous, and unmistakably CashKaro way.”

    Backed by earlier releases including a Ghibli-style animated film and the quirky GOAT Talks series the campaign builds momentum through creativity and candour. All content has been developed by CashKaro’s in-house Brand & Creatives team.

    Reflecting on the creative storytelling approach, Cashkaro director for brand & creatives Ishan Agarwal said, “We wanted to take an instantly recognizable pop-culture flashpoint and use it as a creative lens to cut through the noise. The ‘Latent’ moment was the perfect canvas to deliver a humorous yet hard-hitting truth that ‘cashback shouldn’t be confusing or conditional’ in sync with the broader #CoinsVSCashback campaign narrative. As CashKaro steadily cements its place as the G.O.A.T of real cashback, this ad aims to blend entertainment with clarity while leaving users with a message about what truly sets us apart.”

    The message is crystal clear (unlike the terms and conditions of those coins): CashKaro gives actual cashback, not empty digital pocket change.

    So while other platforms may gamify your shopping into a confusing mess of points and tokens, Cashkaro is keeping it real no talent show theatrics required. With every ad drop, the platform continues to carve a space that’s equal parts entertaining and empowering for India’s deal-hungry digital shopper.

  • Dr. Mona Dahiya: The Best IVF Doctor in Delhi

    Dr. Mona Dahiya: The Best IVF Doctor in Delhi

    Infertility is a deeply emotional and challenging journey for 15% of Married Couples in India. With the right medical expertise, your hope of becoming parents can turn into reality. At the forefront of this fertility transformation and care is one of India’s Top Fertility Doctor, Dr. Mona Dahiya. Dr Mona Dahiya is widely regarded as the best IVF doctor in Delhi whose groundbreaking work in reproductive medicine has helped over 25,000 couples achieve their dream of parenthood. Her IVF centre in Delhi is a perfect blend of cutting-edge technology and compassionate care. Dr Mona’s High IVF success rates is redefining infertility treatment in Delhi.  

    Why Dr. Mona Dahiya is the Best IVF Doctor in Delhi? 

    When it comes to infertility treatment in Delhi, Dr. Mona Dahiya stands out as a winner for her Top medical qualifications, vast international experience, and High IVF success rates. Her IVF clinic in Delhi is equipped with the latest state-of-the-art fertility treatments so that patients receive the most advanced care at affordable cost.  

    Key Reasons Patients Choose Dr. Mona Dahiya:

    . High IVF Success Rates: Dr. Mona Dahiya’s Fertility clinic boasts one of the highest IVF success rates in Delhi. Her IVF success rates of 90% Plus is due to her personalized treatment plans and advanced reproductive techniques. 

    . Comprehensive Fertility Solutions: From IVF, IUI, ICSI, egg freezing, Embryo Freezing, male infertility treatment to Surrogacy she offers a full spectrum of fertility services. 

    . Affordable IVF Treatment in Delhi: Dr Mona understands the financial concerns of patients. She has been providing affordable IVF cost in Delhi that fits the Budget of every individual.

    . Compassionate Fertility Care:  Dr Mona believes that Infertility is not just a medical issue but an emotional one. Her Trained team is prompt that every patient receives personalized attention with emotional support, and clear guidance throughout their Fertility Journey. 

    . Advanced Fertility Technologies: Dr Mona Dahiya is a pioneer in latest innovations in assisted reproductive technology (ART). You can expect the best possible outcomes in fertility treatment.

    ACCOLADES AND RECOGNITIONS  

    Dr. Mona Dahiya’s reputation as the top IVF doctor in Delhi is built on her 25 years of experience and continuous learning. Dr. Mona Dahiya’s excellence in Fertility Treatment has been lauded with numerous awards for the Best Fertility Doctor in India. She has also been honoured with Healthcare Excellence Awards. She is a sought-after IVF speaker at global conferences. She is a World-famous IVF Doctor and an evangelist for patient-centric fertility care. 

    . 100+ | International & National Research Publications.

    . 50+ | Prestigious Global Awards.

    Dr Mona Dahiya specializes in: 

    . IVF Treatment: Customized protocols for higher success rates. 

    . IUI Treatment: Advanced techniques for male and female infertility. 

    . Egg Freezing & Embryo Freezing: Empowering women with future family planning options. 

    . PCOS & Endometriosis Management: Expert care for complex fertility issues. 

    . Male Infertility Solutions: Cutting-edge treatments for sperm-related challenges and ICSI IVF.

    Patient Testimonials: Real Stories of Hope

    Many couples who had lost hope have found success under Dr. Dahiya’s care. Here is what some of them say:   
    “After years of failed treatments, Dr. Mona Dahiya gave us our miracle baby. Her expertise and kindness made all the difference.” – Priya & Rohit  

    “The best fertility clinic in Delhi! Transparent pricing, advanced treatments, and a supportive team.” – Ananya & Raj  

    Affordable IVF Treatment in Delhi Without Compromising Quality 

    One of the biggest concerns for couples is the IVF cost in Delhi. Dr. Mona Dahiya’s Fertility clinic ensures that world-class fertility care remains affordable and transparent. She offers IVF starting at 1,00,000 Rupees with flexible payment options and no hidden charges.  

    Visit the Best Fertility Clinic in Delhi  

    If you are searching for the best infertility treatment in Delhi, look no further than Dr. Mona Dahiya’s clinic. With a track record of success, cutting-edge technology, and a compassionate approach, she is the trusted choice for couples on their parenthood journey.  

    Book Your Online IVF Consultation Today

     Address: 2 & 3 Floor, Plot, 8, Ring Rd, above Visual Aids Centre, Nirmal Puri, Nirmal Colony, Block 2, Lajpat Nagar 4, Lajpat Nagar, New Delhi.

    Contact: +91 9267982924

    Website: www.drmonadahiya.com

    About Dr. Mona Dahiya

    Dr. Mona Dahiya is a leading Fertility specialist in Delhi, renowned for her expertise in IVF and reproductive medicine across India. With a patient-first approach, she has helped over 25,000 couples overcome infertility challenges and build happy families.

    . Indian Fertility Society (IFS): Dr Mona Dahiya is a Proud Member of the Indian Fertility Society which is a Big Endorsement to her commitment to ethical and advanced fertility treatment. 

    . Medical Council of India (MCI): Dr Mona is one of the only few IVF Doctors in India recognized by the Medical Council of India for her immense contributions to the field of infertility treatment. 

    . IVF Fellowship from Singapore General Hospital: Dr Mona Dahiya has received Specialized training in advanced IVF techniques and reproductive medicine.

    Dr Mona Dahiya is one of the Best IVF Doctor in India with Praiseworthy Medical Qualifications.

    . MBBS (Gold Medallist) | Obstetrics & Gynaecology I Lady Hardinge Medical College, Delhi University.

    . MD (Gold Medallist) | Obstetrics & Gynaecology | Maulana Azad Medical College, Delhi University.

    . Senior Residency | Maulana Azad Medical College, Delhi University.

    . DNB | Obstetrics & Gynaecology.

    . Diplomate of National Board.

    . IVF Super Specialization | Singapore General Hospital.

  • Collective minds as Collective Artists Network sets stage for media power play

    Collective minds as Collective Artists Network sets stage for media power play

    MUMBAI: When content meets culture and creators meet code, you get a media revolution in the making. Collective Artists Network, long known for its fingerprints across India’s pop-cultural pulse, has officially put a name to what it’s already been quietly building: a full-blown media network that spans platforms, talent, tech, and taste.

    But don’t call it a pivot. This is less a launch than a loud confirmation of Collective’s growing dominance across original storytelling, social influence, and digital-first innovation.

    From viral storytelling brands like Terribly Tiny Tales and campus connector Under 25, to creator engine Big Bang Social and AI-optimised visual platform Galleri5, the Collective universe is already humming. Add to that new launches like Rashmika & Ru (with TTT), Marathi Minded (with Neel Salekar), and Not Funny (a creator-led comedy brand with Funcho), and you’ve got a content slate that’s part Netflix, part Reddit, part desi dopamine machine.

    And speaking of machines, meet Kavya Mehra and Radhika Subramaniam, Collective’s two AI-powered creators. They don’t blink, but they do reflect. Kavya’s all about modern parenting and daily life dilemmas, while Radhika decodes digital youth culture. Far from novelty avatars, they’re a peek into the company’s ambitions in synthetic storytelling and culturally responsive AI.

    Adding another layer to its expanding digital dharma is the launch of Sanatani Dharma, a bold new channel that dives deep into Indic tradition, mythology, rituals, and spiritual modernity. It’s Collective’s play to own a space where very few digital-first brands have dared to venture where the Ramayana meets reels, and Vedic wisdom meets algorithmic discovery.

    As Collective scales, it has brought in seasoned content veteran Sudeep Lahiri as head of channels and distribution to steer the ship across creator and platform ecosystems. With Collective’s stronghold on distribution spanning owned platforms, newsletters, and creator networks the move marks a serious upgrade in operational firepower.

    Meanwhile, Galleri5, the group’s creative tech arm, is busy building tools that can sniff out trends, benchmark creative performance, and test drive synthetic content helping creators and marketers stay two scrolls ahead of the curve.

    “In today’s world, new media is about owning eyeballs and through our content, distribution, and influence, we intend to become the media network that defines attention. We have always understood the pulse of pop culture, reflecting it when needed, and influencing it when it matters most,” said Collective Artists Network founder and group CEO Vijay Subramaniam.

    With thousands of creators, millions of impressions a month, and a content strategy that swirls together storytelling, software, and spirituality, Collective Artists Network is sketching out a new blueprint for Indian media, one where every like, loop, and live session is just another piece of a much bigger cultural puzzle.

  • Sweet deal as Mandira Bedi joins Healthy Mithai Co.’s sugar-free mission

    Sweet deal as Mandira Bedi joins Healthy Mithai Co.’s sugar-free mission

    MUMBAI: Here’s some sweet news that won’t spike your sugar levels. Healthy Mithai Co., the homegrown disruptor in sugar-free indulgence, has roped in actor, fitness icon, and entrepreneur Mandira Bedi as its official brand ambassador but this isn’t your usual celeb flash-in-the-pan. This alliance, driven by BeyondSeed’s BeyondInfluence platform, is less about selling and more about storytelling, one that blends tradition, health, and emotional indulgence.

    Mandira Bedi resonated with this cause deeply. “To me, fitness is not merely about the body, it’s about balance,” she states. “I used to celebrate with laddoos and pedas during childhood, but later on, the time came for tough decisions. Healthy Mithai Co. is filling that emotional void for all of us who wish to celebrate without sacrifice. I’m honored to be a part of something so meaningfully delicious.”

    That ‘joy minus the regret’ is precisely what the company is built on. Founded by Prabhinder Singh and Deepak Jain, Healthy Mithai Co. uses only plant-based stevia, crafting mithai that is sugar-free, low on the glycaemic index, and high on nostalgia. For India’s 10 crore diabetics and 25 crore pre-diabetics, it promises sweets without the sting.

    But this mission isn’t stopping at sentiment. The company has its sights set on becoming one of the top three sugar-free alternative brands in India, eyeing Rs 125 crore in revenue by FY 2027–28. With an omnichannel model from partnerships with Nature’s Basket and Kokilaben Hospital to kiosks and e-commerce, it’s making guilt-free celebration a doorstep affair, with 24-hour delivery in major metros.

    This collaboration was made possible through BeyondInfluence, a new platform that enables purpose driven startups to connect with voices that actually believe in their journey. “We started BeyondInfluence because we believe in creating partnerships that go beyond marketing, they’re built on meaning” states Beyondseed CMO Fiza Malhotra. “Mandira and Healthy Mithai Co. align on values that are deeply centered on wellness, impact, and trust. This partnership exemplifies these aligned values and serves as a catalyst for high-impact growth.”

    For Healthy Mithai Co., this is not a marketing campaign, it’s a movement. “We’re not here to sell sweets,” explains Healthy Mithai co founder Prabhinder Singh. “We’re here to change daily habits. And habits are not changed by data alone. Habits change when people feel something. With Mandira joining our journey, we are not only adding an ambassador, we are adding a partner who resonates with this mission deeply too.”

    So if you’ve ever passed on a peda for fear of sugar guilt, this might just be your cue to bring back the box. Healthy Mithai Co., with Mandira in tow, is writing a new recipe for joy where heritage meets health, and every bite is both mindful and magical.
     

  • Teen Taal hits a century with live podcast celebration in Pune

    Teen Taal hits a century with live podcast celebration in Pune

    MUMBAI: Aaj Tak Radio’s Teen Taal brought its signature blend of satire, storytelling, and spirited banter to a live audience in Pune, celebrating the recording of its landmark 100 episode. Held at MIT University of Art, Design and Technology, the special event drew fans from across the city’s vibrant student community and beyond.

    On 29 April 2025, the podcast’s trio of hosts—Kamlesh Kishore Singh (Tau), Kuldeep Mishra (Sardaar), and Asif Khan (Khan Cha)—delivered a memorable evening that swung between hilarity and heartfelt reflection. Their chemistry and knack for turning everyday quirks into laugh-out-loud insights struck a deep chord with the audience.

    The event, hosted over high tea, offered fans an intimate setting to engage with their favourite podcasters up close. Audience members described the experience as both hilarious and heartwarming, relishing the rare chance to see Teen Taal come alive off the airwaves.

    The 100 episode is slated for release on 18 April at 8 pm on Aaj Tak Radio’s official platform, giving fans around the globe a chance to tune in. The Pune celebration was presented by Reliance Trends, with 8PM Premium Black packaged drinking water as associate sponsor.

    Since its debut, Teen Taal has risen to become India’s top-ranked Hindi podcast, leading charts on Apple Podcasts and other major platforms. With its unique voice, blend of humour, and cultural commentary, the show continues to build a devoted listener base, episode after episode.

  • Pallavi Gupta gears up as head of marketing to steer Hero Cycles’ marketing wheels into high-speed growth

    Pallavi Gupta gears up as head of marketing to steer Hero Cycles’ marketing wheels into high-speed growth

    MUMBAI: Cycling to success is no leisurely ride—it demands grit, gears, and a bit of daring. Pallavi Gupta, known for pedalling brands to new heights, now clips into the saddle as the new head of marketing at Hero Cycles Ltd. The homegrown giant, synonymous with trust and two-wheeled dreams across generations, has called on Gupta to steer its leap from a national favourite to a global mobility and lifestyle powerhouse.

    “Excited to announce my new role as the head of marketing at Hero Cycles Ltd! Hero Cycles, India’s renowned cycling brand, stands for innovation, trust, and progress across generations. It’s an honor to contribute to its transformation into a global mobility and lifestyle leader. Grateful to mentors, teams, and colleagues for their inspiration and challenges along my journey. Looking forward to driving #Innovation, #Sustainability, and #BrandExcellence in this new chapter,” Gupta posted on Linkedin.

    Hero Cycles, which has held pride of place in India’s cycling landscape, now aims to go full throttle on innovation and sustainability as core pillars of its next chapter. Gupta’s appointment signals a fresh burst of energy into the brand’s marketing journey, pairing legacy with bold new ambition.

    With experience in brand strategy, growth management, and consumer insights, Gupta’s leadership promises to keep Hero Cycles firmly on the competitive trail.

    Hero Cycles continues to dominate not just India’s imagination but its roads as well, with plans to pedal even harder into markets worldwide. As the cycling world shifts towards green mobility and lifestyle integration, Hero Cycles looks ready to claim more miles and minds, with Gupta leading the charge.

     

  • Reliance Jewels and JioStar spark Akshaya Tritiya frenzy with a blast of bling and buzz

    Reliance Jewels and JioStar spark Akshaya Tritiya frenzy with a blast of bling and buzz

    MUMBAI: Diamonds might claim the sparkle crown, but this Akshaya Tritiya, JioStar’s MegaBlast stole the show. Mumbai lit up like a carnival as Reliance Jewels and JioStar staged a launch spectacular loud enough to wake the gods. Matching the grandeur of Tirupati temple’s golden spires, Reliance Jewels unveiled its Tirupati Collection with a punchy, gold-dusted flourish, fuelling the 10 edition of its Jewels of India series. Powered by JioStar’s freshly minted MegaBlast platform, the campaign turned the gold-buying frenzy of 29 April 2025 into a full-throttle nationwide spectacle.

    Reliance Jewels took the wraps off its Tirupati Collection, inspired by the spiritual richness and design grandeur of Tirupati. Timed to perfection, the launch coincided with Akshaya Tritiya, when buying gold is almost a national sport. JioStar cranked up the volume with its MegaBlast solution, flooding TV and digital platforms at high frequency through JioStar’s vast entertainment network and JioHotstar.

    “The Tirupati Collection represents devotion, craftsmanship, and tradition. Partnering with JioStar allowed us to launch it with the scale and sanctity it truly deserves. We chose MegaBlast, a first-of-its-kind innovation, as it gave us a unique, all-encompassing solution for reaching our target audience at an unprecedented scale and delivering impact. The high-impact visibility across TV and digital gave us the momentum to connect meaningfully with audiences across India, turning our launch into a nationwide celebration,” a Reliance Jewels spokesperson said.

    In true showbiz style, JioStar ensured that every six seconds, across 84 top general entertainment and movie channels, audiences caught a glimpse of the bling. Formats such as Spotlight Frames, Brand Bridges, Stings, and Mega Spots weaved Reliance Jewels into the entertainment fabric, making the brand impossible to miss.

    “Akshaya Tritiya is a time for tradition, celebration, and new beginnings. We are proud that JioStar’s MegaBlast was able to elevate the Reliance Jewels Tirupati Collection into a true cultural moment. MegaBlast is more than just a product—it’s a comprehensive marketing funnel that drives high-decibel awareness, ensures top-of-mind recall and ultimately influences consumer consideration. With its unmatched scale, cross-platform integration, and storytelling capabilities, it offers brands an unparalleled opportunity to engage with audiences throughout the entire campaign journey,” a JioStar spokesperson said.

    The sparkle didn’t stop at TV. Reliance Jewels unleashed a Digital MegaBlast too, hogging screens with pre-roll takeovers, feature trays, pause ads, and juicy mid-roll spots on top shows, ensuring a gold rush across all devices.

    The campaign demonstrated that, even in today’s splintered media jungle, a bold strategy with the right platform still cuts through the clutter. MegaBlast delivered not just big glitzy moments, but also measurable business outcomes, proving that real-world impact can come wrapped in glitz and strategic grit.

  • Nisha Samson named head of branded content at Outlook; brings luxe, AI, and monetisation magic to the fore

    Nisha Samson named head of branded content at Outlook; brings luxe, AI, and monetisation magic to the fore

    MUMBAI: Veteran media strategist and native advertising powerhouse Nisha Samson has taken on the role of head of branded content (marketing) at Outlook Publishing (India) signalling a new era of luxe narratives and AI-infused marketing playbooks for the legacy media house.

    With nearly two decades in the media trenches, Samson isn’t just another content lead — she’s a revenue rainmaker. She previously scaled Condé Nast India’s native advertising arm into an 8-figure Rs business  and held editorial reins at brands like MensXP, AskMen India, and Liquid.

    At Outlook, she now helms Outlook Luxe, the group’s luxury vertical, where she’s curating high-octane storytelling and on-ground experiences for India’s upscale crowd. Also on the cards: an AI-led initiative with Outlook Business to turbocharge branded content with machine smarts and data-driven insights.

    Samson is no stranger to reinvention. From launching the premium coffee table book Maharashtra (gifted to Barack Obama in 2010) to building The K(Now), a newsletter pulling in CEOs, founders, and MDs as loyal readers within just 75 days, her CV reads like a greatest hits of Indian new media.

    Her recent gigs include chapter lead at AI Salon, where she  catalysed conversations between AI founders and investors, and director of content development at The K(Now), where she crafted habit-forming content for high-level decision-makers.

    The former CNBC-TV18 anchor has straddled TV, digital, and print with ease, threading business strategy into editorial elegance. Now, with Outlook’s backing and AI in her toolkit, Samson’s next chapter promises to blend storytelling, scale, and sharp strategy — with a touch of luxe.