ITV

Category: MAM

  • Arrow unveils Tailored for the Good Life campaign

    Arrow unveils Tailored for the Good Life campaign

    MUMBAI: Arrow is stitching style and sophistication together with its latest campaign, Tailored for the Good Life, starring Vedang Raina and Khushi Kapoor. Set against the vibrant streets and chic apartments of New York City, the campaign celebrates Arrow’s American heritage while bringing a fresh, modern twist to menswear.

    Vedang Raina embodies the quintessential Arrow man: confident, charismatic, and effortlessly stylish, while Khushi Kapoor adds her own flair and elegance, making her debut with the brand. Together, they capture a lifestyle that’s not just successful, but truly well lived, blending playful chemistry with aspirational fashion.

    Arrow India CEO Anand Aiyer said, “This campaign bridges our rich heritage with the aspirations of today’s men. Vedang and Khushi perfectly capture the modern consumer who values style, confidence, and authenticity.”

    Vedang Raina shared, “Arrow celebrates confidence and individuality. The campaign shows fashion that works as hard as you do, from sharp workwear to everyday looks with personality.” Khushi Kapoor added, “It’s about celebrating who you are and enjoying every moment in style. Arrow feels modern, relatable, and full of aspirational energy.”

    Closing with Arrow’s signature tagline, Tailored for the Good Life, the campaign reinforces the brand’s promise: fashion that evolves with its consumers while staying true to its timeless elegance.

     

  • Flipkart turns Big Billion Days into cultural festival

    Flipkart turns Big Billion Days into cultural festival

    MUMBAI: Flipkart has flipped the script on The Big Billion Days 2025, transforming India’s biggest shopping festival into a nationwide celebration of culture, fashion, and everyday joy. Moving beyond transactions, the event became a tapestry of storytelling, entertainment, and shared experiences.

    With WPP Media’s integration-first strategy, Flipkart became part of India’s most-loved shows, turning screen time into brand milestones. On Bigg Boss 19, the in-house fashion icon contest had contestants taking on bold style challenges, with audiences voting in real time, a dramatic runway powered by Salman Khan’s signature flair.

    In Taarak Mehta Ka Ooltah Chashmah, Flipkart threaded itself seamlessly into Gokuldham society over a three-day storyline. From Jethalal experimenting with denim to the Mahila Mandali debating offers, Flipkart became part of everyday life, blending humour, tradition, and relatability for millions of households.

    The South region saw emotions soar on Indian Idol Telugu, where the theme “Kuch bhi ho sakta hai” came alive over two episodes. Contestants surprised audiences with wishlists and magical product reveals, transforming The Big Billion Days into a heartfelt celebration that fused music, storytelling, and aspiration.

    Flipkart vice president growth and marketing Pratik Shetty said, “The Big Billion Days is more than a sale, it’s a tradition. With WPP Media, we brought that emotion to life across platforms and languages. From Bigg Boss to Taarak Mehta to Indian Idol Telugu, Flipkart became part of the cultural conversation, turning TBBD into a shared celebration of dreams, community, and everyday India.”

    WPP Media South Asia president-client solutions Navin Khemka added, “Cultural relevance is the new currency of commerce. By weaving the brand into narratives audiences already adore, we elevated a commercial event into a meaningful cultural moment, making every purchase journey an act of participation in India’s cultural fabric.”

    TBBD 2025 proves that Flipkart isn’t just about deals, it’s about delight, drama, and a dash of everyday magic.

     

  • ITC Mangaldeep lights up Ayodhya with AR magic

    ITC Mangaldeep lights up Ayodhya with AR magic

    MUMBAI: ITC Mangaldeep is taking Diwali devotion to the digital domain as it launches Digital Deepotsav, an Augmented Reality (AR) experience that lets devotees across India virtually light a diya and be part of Ayodhya’s iconic Deepotsav.

    Through the immersive microsite at ayodhyamangaldeepotsav.com, participants can offer prayers to Lord Ram, contribute their virtual diya, and watch as their light joins a collective glow illuminating the holy city on 19 October. Each virtual diya corresponds to a real diya lit in Ayodhya, making the celebration truly participatory.

    The brand aims to light a spectacular 1 lakh diyas arranged in a special design to convey faith, positivity, and unity. Visitors will also experience the mangaldeep khushboo path, with 25 five-foot agarbatti sticks and 25 maha havan cups filling the air with a divine fragrance, adding a sensory layer to the spiritual spectacle.

    ITC divisional CEO of matches and agarbatti Rohit Dogra said, “Devotion is timeless, but the way we experience it can evolve. Digital Deepotsav blends the sacredness of tradition with the possibilities of technology. Through AR, millions of devotees can light their diyas virtually and feel connected to Ayodhya’s spiritual energy.”

    With this initiative, ITC Mangaldeep reinforces its pioneering role in making devotion immersive, inclusive, and experiential, showing that faith and technology can shine together to create memorable celebrations.

     

  • Behrouz Biryani stirs up festive cheer with return of the Golden Spoon

    Behrouz Biryani stirs up festive cheer with return of the Golden Spoon

    MUMBAI: This Dhanteras, Behrouz Biryani is turning tables into treasure troves with the return of its Golden Spoon of Fortune. Last year, the golden-plated spoons captured hearts across India, appearing in individual delivery orders and instantly becoming a symbol of goodwill, prosperity, and festive bonding. Families shared moments of delight, generating hundreds of social media shares and online chatter, the ultimate digital shagun.

    The Golden Spoon is not just a token; it embodies care, connection, and celebration. When inventory ran low for late-night orders last year, the Behrouz team went into full festive overdrive tracking availability across cities, sourcing from Genies, Ubers, and Borzos, and ensuring every missing spoon reached its home overnight. This commitment underlined the brand’s ethos of delivering joy as much as biryani.

    By popular demand, the Golden Spoon returns for 24 hours only on Dhanteras, October 18th. Each spoon is elegantly wrapped in a royal blue sleeve, emblazoned with the words: “A Golden Spoon, for your Khushhali and Good Fortune.” These spoons are designed to spread abundance and happiness, whether placed on festive tables or kept as a decorative reminder of prosperity. The gesture marries traditional Dhanteras customs where new utensils signify wealth with a modern twist of joy and family connection.

    Rebel Foods CMO Nishant Kedia commented, “The Golden Spoon is more than a symbol. It represents prosperity, togetherness, and the joy of sharing meals with loved ones. This campaign honours age-old customs while creating new memories, reminding everyone that every meal can be a moment of celebration. We’re delighted to add a touch of festivity and meaning to the dining experience this season.”

    Rebel Foods brands comms & social media lead Divya Divakaran added, “Some campaigns start as marketing ideas but end up touching hearts. Last year, families unwrapping their biryani to discover a golden spoon created priceless moments of connection. Bringing it back this year felt less like a decision and more like an emotion we owed to our customers.”

    The campaign will light up digital platforms for one day only, covering Mumbai, Pune, Hyderabad, Bengaluru, Chennai, and Delhi NCR. For 24 hours, customers can claim a slice of festive prosperity alongside their biryani, sharing in the magic of a tradition that blends heritage, generosity, and the joy of togetherness.

    In a season where every gesture counts, Behrouz Biryani’s Golden Spoon reminds us that it’s not just the food, but the thought behind it, that makes celebrations truly golden.

     

  • Bioderma teams up with Soha Ali Khan’s podcast to talk skincare & SPF

    Bioderma teams up with Soha Ali Khan’s podcast to talk skincare & SPF

    MUMBAI: Skincare and sunshine? Turns out, they need more than just good vibes to get along.

    Bioderma, the French skincare brand trusted by dermatologists worldwide, has joined forces with Soha Ali Khan’s popular podcast All About Her for a special episode dedicated to one of the most essential, yet often skipped, steps in skincare: sunscreen.

    In this newly released episode, Soha Ali Khan is joined by celebrated dermatologist Jyoti Aneja to unpack why sun protection is far from just a summer fling. Together, they bring a balance of personal experiences and expert-backed science to the conversation, breaking down the myths and musts of SPF in an easy, relatable way.

    Soha shares how Bioderma’s Photoderm Crème has become her go-to: a dermatologist-approved formula that not only protects but also keeps her dry and sensitive skin hydrated and comfortable through the day. “It’s about finding something that works with your skin, not against it,” she notes during the episode, highlighting the difference trusted skincare can make.

    Aneja echoes that sentiment, pointing out that Bioderma’s products are backed by years of dermatological research. With broad-spectrum protection and gentle ingredients tailored to various skin types, the Photoderm range reflects the brand’s commitment to skin health and everyday protection — not just cosmetic appeal.

    Speaking about the collaboration, NAOS director – marketing, ecommerce & modern trade Roshan Kunder said, “At Bioderma, we believe skincare begins with understanding your skin and trusting dermatological expertise. This podcast episode reflects that philosophy beautifully, merging real stories with scientific credibility to help consumers make informed skincare choices.”
     

  • Lacoste serves up festive flair with its new court of light collection

    Lacoste serves up festive flair with its new court of light collection

    MUMBAI: This festive season, Lacoste is acing the fashion game quite literally. With its new campaign Court of Light, the French fashion-sport icon transforms the tennis court into a stage of celebration, where elegance meets energy and the festive spirit rallies in full swing.

    The campaign arrives alongside the launch of the Lacoste Sleeveless Jacket, created exclusively for the Indian market. Designed for effortless styling, the jacket pairs perfectly with Lacoste’s knitted kurtas, signature polos, crisp shirts, or laid-back tees making it a versatile addition to every festive wardrobe. It’s sport-chic with a cultural twist, a serve that’s both stylish and seasonal.

    Rooted in Lacoste’s tennis heritage, Court of Light reimagines a festive soirée set on a tennis court friends and family gather under fairy lights, dining, laughing, and rallying through friendly matches. The visual storytelling captures the motion and joy of Indian festivity, blending it seamlessly with Lacoste’s understated sophistication.

    From iconic polos, shirts, dresses, and skirts to footwear and premium accessories, the campaign showcases Lacoste’s full festive line-up. The knitted kurta, already a hit among Indian fans returns this year, now joined by the newly launched sleeveless jacket, adding a modern edge to timeless celebration wear.

    “Festive moments in India are rich with tradition, emotion, and expression and Lacoste is proud to be part of that cultural rhythm,” said Lacoste India managing director and CEO Rajesh Jain. “With the Court of Light campaign and the new exclusive sleeveless jacket, we bring together the brand’s timeless French elegance and India’s vibrant festive spirit. It’s about celebrating refinement and joy with effortless sophistication.”

    Available across Lacoste boutiques in India and online at www.lacoste.in, the collection embodies the best of both worlds French polish and Indian passion.

    Because this season, fashion isn’t just about what you wear, it’s about how brightly you play your part on the Court of Light.

     

  • Nutrica lights up Diwali with a dash of joy, love, and everyday magic

    Nutrica lights up Diwali with a dash of joy, love, and everyday magic

    MUMBAI: Diwali may be about lights, but Nutrica’s new festive film proves it’s the laughter that truly sparkles. With a blend of nostalgia, warmth, and playful mischief, Nutrica by BN Group has rolled out a campaign that celebrates the festival not through grandeur, but through those perfectly imperfect, joy-filled moments that define an Indian home during the holidays.

    The video captures the heartbeat of modern Indian celebrations, kids running barefoot with sparklers, parents sharing a laugh while tackling festive chores, and grandparents passing down treasured traditions. It’s the kind of film that smells faintly of home-cooked sweets and echoes with the laughter of generations coming together.

    What makes the campaign stand out is its gentle reminder that Diwali doesn’t have to be a balancing act between duty and delight. From prepping the kitchen to setting the table, Nutrica turns everyday moments into emotional fireworks showing how the smallest gestures of care can light up the biggest celebrations.

    “Diwali is about preserving traditions for future generations while allowing for enjoyable and carefree times,” said Nutrica by BN group director and business head for FMCG Sparsh Sachar. “Our goal with Nutrica is to honour both tradition and contemporary family life while making these festivities simpler and joyful.”

    In essence, the film celebrates the choreography of a modern Indian Diwali where everyone has a role to play, and the magic lies in the mess, the multitasking, and the shared laughter. Whether it’s the father teaching his child to light a diya or a mother sneaking a bite of mithai before guests arrive, Nutrica’s lens finds beauty in the everyday.

    The campaign now live across Nutrica’s social media handles, including Instagram and LinkedIn encourages viewers to relive the festival’s golden moments and share their own stories of joy and togetherness.

    Because in Nutrica’s world, Diwali isn’t just about shining bright, it’s about glowing together.

     

  • Google gets festive with smarter searches through new AI Mode

    Google gets festive with smarter searches through new AI Mode

    MUMBAI: Move over Khans and Kapoors, there’s a new star making its big-screen debut this festive season, and it answers to Hey Google. As India dives head-first into Diwali chaos and cinematic emotions, Google’s AI Mode on Search arrives like a filmy hero with perfect timing armed not with dance moves, but with data.

    Picture this: instead of scrolling through a dozen links, you toss Google a question that’s as layered as a family drama and out comes a full-blown, conversational answer that ties it all together. That’s AI Mode for you: your all-knowing, never-judging, eternally patient sidekick who remembers everything you say. Think of it as the Jeeves to your Kabhi Khushi Kabhie Gham moments.

    And because no Indian launch is complete without a dose of filmi flair, Google has rolled out a two-part digital film campaign conceptualised by the clever minds at Bare Bones Collective, the same team behind the viral GenZ Chudail and Gangoogly campaigns. This time, they’ve turned everyday dilemmas into high drama with a tongue-in-cheek tribute to the Bollywood tropes we love (and love to laugh at).

    The first film, released just as the country entered festive overdrive, follows a young man on a mission to win over his girlfriend’s father, every rom-com’s biggest villain-turned-softie. When his attempts at decorating the house flop harder than a box-office dud, he turns to AI Mode for step-by-step guidance. With its clever prompts, he transforms the chaos into a picture-perfect home, earning both the father’s nod and a new nickname: Festihul Tyohari.

    The second film flips the script with a “heroine ki entry” moment worthy of a Karan Johar production. Enter Riya, who lights up a festive party with a dazzling look all curated with help from AI Mode. From outfit inspo to accessory suggestions, Google plays stylist, ensuring her grand entrance is nothing short of a blockbuster reveal.

    Then comes the delightful cameo nobody saw coming: Farah Khan. In a hilariously meta moment, the choreographer-filmmaker trades banter with veteran actor Dilipji, only to have AI Mode jump in and “manage” the kitchen chaos better than any sous-chef. If only all family gatherings came with that feature.

    Launched right as India plunges into the most chaotic, colourful, and emotionally charged time of year, the campaign cleverly reimagines Google Search as the go-to problem-solver for the season helping users plan smarter, shop faster, decorate better, and celebrate calmer. From “how to impress an angry father” to “best last-minute Diwali gifts,” AI Mode doesn’t just give you answers, it gives you peace of mind (and a cinematic sense of timing).

    Bare Bones Collective nails the tone playful, self-aware, and oh-so-desi while giving Search the spotlight it deserves. The films blend humour with heart, showing how technology can keep up with India’s most dramatic, high-stakes, and glitter-coated time of year.

    Because when it comes to over-the-top emotions and even more over-the-top solutions, let’s be honest no one does drama quite like us. And this Diwali, Google’s AI Mode is ready for its hero shot.

     

  • Top-Rated Smartwatches to Buy During the Festive Sales

    Top-Rated Smartwatches to Buy During the Festive Sales

    The festive season in India isn’t just about lights and sweets; it’s the perfect time to level up your style and reward yourself with something that looks premium, performs brilliantly, and still fits your budget.

    For the young and restless audience, boAt smartwatches are not just gadgets. They’re companions that sync with your rhythm. This festive season, if you’re planning to score one of the top-rated smartwatches without crossing the ₹4,000 mark, boAt’s lineup deserves a closer look.

    Why are boAt Smartwatches Taking Over the Festive Market?

    What sets boAt apart in the sea of smartwatch brands is its ability to combine style with smart features, at prices that make sense. Every watch in their collection (Chrome Endeavour or Lunar Discovery Pro) offers a unique blend of features that appeal to today’s youth.

    You’ll find everything from metal design and AMOLED displays to health sensors and AI-driven insights, all neatly packed into sleek, statement-making designs. With IP-rated durability across the range, every boAt smartwatch doubles up as a reliable waterproof smart watch, perfect for active lifestyles.  

    What’s even better is that the entire collection is easily available online. Whether you’re exploring festive discounts on the official boAt website or major marketplaces, there’s always a deal waiting to be grabbed.

    Let’s explore a few boAt favourites that are currently ruling the smartwatch sales!

    boAt Chrome Endeavour

    The boAt Chrome Endeavour is for those who don’t like to settle, whether it’s their fitness goals or daily grind. It’s not just an Android smartwatch with fancy tracking; it’s a lifestyle coach on your wrist. What makes it truly next-gen is its AI Coach, which offers guided support, making workouts more tailored and effective.

    The AI-powered morning and evening summaries add a thoughtful touch. You start your day knowing what’s ahead, and end it reflecting on your progress. The personalised nudges are another clever addition, adapting to your routine instead of spamming your wrist with every notification. With auto-activity detection, your progress is well-accounted for, whether you’re cycling or running.

    It also monitors key health metrics like heart rate, SpO2, HRV, VO2 Max, sleep patterns, and stress, helping you understand your body in a better way. The 1.96” AMOLED display makes every notification, metric, or watch face vivid and easy to read. Its turn-by-turn navigation ensures you never lose your way on a run, hike, or city commute.

    All this comes in a sleek metal design and an IP68 Rating that’s resistant to splashes, sweat, and dust. Priced competitively under ₹4,000, it’s a perfect mix of brains and style for young Indians who value fitness and flair.

    boAt Lunar Discovery Pro

    The Lunar Discovery Pro is one of boAt’s best-selling watches. It’s bold, elegant, and effortlessly blends performance with sophistication.  

    The all-new metal design instantly gives it a premium touch. It’s a head-turner: sleek enough for a boardroom and tough enough for a morning jog. The HD display brings everything to life with crystal clarity, whether you’re reading texts under the sun or checking your workout summary post-gym.

    It comes with Bluetooth calling, letting you take calls directly from your wrist without reaching for your phone. The QR tray feature adds convenience for quick payments. Fitness enthusiasts will appreciate the multiple sports modes, which track a variety of activities, from running to yoga. Along with fitness tracking, it continuously monitors your heart rate, SpO₂ (blood oxygen levels), sleep quality, and stress. You can stay aware of how your body’s really doing throughout the day.

    What makes it truly stand out among smart watches for men (and women who prefer a bolder aesthetic) is that it doesn’t compromise on toughness or technology. For under ₹4,000, it feels like you’re wearing something way more premium.

    Choosing the Right boAt Smartwatch for You

    Finding your ideal smartwatch depends on what drives you. If you’re into fitness and need that extra push, Chrome Endeavour will become your personal trainer in disguise. If design and everyday versatility are more your thing, the Lunar Discovery Pro is unbeatable in its segment.

    For those who like experimenting, boAt’s Enigma series offers several top-rated smartwatches that cater to every mood, from minimal and classic to bold and futuristic. Since all of them connect seamlessly to Android devices, you’ll never have to compromise between compatibility and coolness.

    Style That Moves With You

    boAt’s smartwatch range doesn’t just tick boxes; it redefines what wearable tech can feel like for young Indians. They’re affordable without feeling cheap, fashionable without losing function, and smart enough to keep up with your most chaotic days.

    This festive season, as the smart watch sale wave hits every shopping platform, go for a watch that speaks your language. Check out the full collection of smart watches for men and women at boAt. Bring home a smartwatch that makes your work way easier.   
     

  • IAS launches AI-driven brand safety for Meta Threads

    IAS launches AI-driven brand safety for Meta Threads

    MUMBAI: Integral Ad Science (IAS), the global ad verification powerhouse, has stitched together a new layer of protection for advertisers by launching AI-driven brand safety and suitability measurement on Meta’s fast-growing platform, Threads. The move marks the first time advertisers get third-party, independent brand safety checks on Threads, giving marketers peace of mind as they scroll through their media plans.

    Backed by its clever total media quality (TMQ) tech, IAS isn’t just skimming the surface. It’s digging deep into video, audio, images and text, frame by frame, to give advertisers crystal-clear content analysis at scale. So, whether a post has a cheeky meme, a trending video or a suspicious-sounding voiceover, IAS’s AI is watching (and listening).

    “IAS’s AI-driven content-level analysis enables advertisers to drive performance and confidently scale their investments with trusted, third-party, independent measurement,” said IAS CEO Lisa Utzschneider. “We continue to innovate and deepen our relationships with global partners like Meta to provide end-to-end campaign support for advertisers across every screen and channel.”

    Threads isn’t just another platform in the Meta empire, it’s a rising star, now boasting over 400 million monthly active users globally as of August 2025. With this new IAS integration, advertisers can finally breathe easy as their campaigns reach wider audiences. The new solution offers third-party validation to ensure ads appear next to safe and suitable content on Threads, with detailed content-level insights available through the IAS Signal dashboard. Advertisers can access industry-aligned classification across risk categories, customise suitability preferences, and assess the performance of Meta inventory filters. Uniquely, IAS’s multimedia tech analyses content at the frame-by-frame level, blending video, image, audio, and text signals, making its classification impressively precise. Even better, it works across 34 languages, giving brands truly global peace of mind.

    IAS and Meta have been on a bit of a roll lately. This Threads launch follows a string of brand safety milestones, including content block lists introduced in October 2024 and misinformation safeguards rolled out across Facebook and Instagram earlier this year.