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Category: MAM

  • Ginza Industries launches Hektor to stitch up men’s fashion game

    Ginza Industries launches Hektor to stitch up men’s fashion game

    MUMBAI: If Achilles had a wardrobe malfunction, Hektor would’ve walked in wearing wrinkle-free armour and saved the day. Ginza Industries has just dropped its slick new menswear brand, Hektor—a sartorial powerhouse aimed at modern men who want to look like legends without feeling like they’re wearing one.

    Launched this week, Hektor is Ginza’s homage to boldness and brains, borrowing its name (and serious gravitas) from the battle-hardened hero of Greek mythology. But forget togas. This brand is armed with something far more tactical: bonded stitch technology. Goodbye bulky seams, hello sleek sophistication. This futuristic sewing sorcery promises a second-skin fit, durability that can take a beating, and breathability that would make linen jealous.

    “Hektor is not just about clothing; it’s about a mindset. It’s crafted for the men who push boundaries, lead with confidence, and embrace life’s challenges head-on. With Hektor, we are redefining men’s fashion by merging heritage with cutting-edge technology,” said Hektor founder Rohit Sethia. “With our innovative bonded stitch technology and high-performance fabrics, Hektor is setting new benchmarks in style and functionality. Whether it’s the high-flying executive, the urban adventurer, or the trendsetter making waves, Hektor’s collection is designed to complement their relentless drive and ambition.”

    The collection features modern essentials including statement polos, tailored shirts and premium innerwear—all designed for style, strength and stretch. Expect no less than fabric wizardry: odour resistance that snubs sweat, UPF protection for sun-fighting power, cool-to-touch textures, moisture-wicking magic, and enough wrinkle resistance to survive suitcase torture.

    From high-flyers to heavy lifters, Hektor’s threads promise to back up ambition with engineering. And yes, you can now shop the future at www.hektor.in. The collection will soon grace digital shelves on Nykaa, Amazon, Ajio and Myntra.

  • Ad-tech upstart AdzPressway presses in new co-founder to fuel global expansion

    Ad-tech upstart AdzPressway presses in new co-founder to fuel global expansion

    MUMBAI: New Delhi-based AdzPressway, a fast-growing martech outfit with global ambitions, has elevated marketing whizz Vasudha Kalia to co-founder status in a move designed to turbocharge the company’s expansion plans.

    Kalia, who has experience in brand strategy and digital transformation, has been instrumental in crafting marketing strategies that boost brand visibility and customer engagement. Her promotion signals AdzPressway’s determination to beef up its performance marketing, data intelligence and audience targeting capabilities.

    “AdzPressway is at the forefront of redefining digital advertising and I am thrilled to take on this role as co-founder,” stated Kalia. “Together, we will drive impactful strategies, unlock new growth avenues and deliver value-driven solutions for brands navigating the digital ecosystem.”

    AdzPressway, founder & CEO Simran Khandelwal was equally effusive about the appointment: “Vasudha’s leadership and strategic acumen make her an invaluable addition to AdzPressway’s growth journey. As we continue to scale, her expertise will be instrumental in shaping the company’s future.”

    The company, which specialises in connecting advertisers with publishers across various categories, already boasts a footprint spanning the GCC, MENA, India, UK, US and Brazil. With its leadership ranks now bolstered, AdzPressway is poised to press the accelerator on its already impressive growth trajectory.

    Industry watchers reckon the firm’s commitment to delivering measurable results for brand partners could help it carve out a larger slice of the increasingly crowded ad-tech pie. The company’s focus on what it calls “approved promotional methods” suggests it aims to sidestep the dodgy practices that have occasionally tarnished the sector’s reputation.

  • Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss

    Hair today, yakeen tomorrow as Traya shifts the narrative on hair loss

    MUMBAI: Losing hair is tough, but losing faith in solutions is tougher. Traya, India’s first health-tech brand dedicated to tackling hair loss from within, has launched its latest campaign, Umeed Nahi Yakeen Karo! (Don’t Just Hope, Believe!). With the unmistakable voice of legendary lyricist Javed Akhtar, the film urges people to move beyond fleeting hope and embrace science-backed trust in hair regrowth.

    The campaign follows the familiar frustration of men battling hair loss, dabbling in home remedies, falling for flashy marketing gimmicks, and watching their hopes fade with their hairlines. But Traya offers something different: not just hope, but clinical proof. Their latest breakthrough study shows that Traya’s personalised regimen is three times more effective than 5 per cent Minoxidil alone, globally considered the gold standard for hair growth.

    “Hair loss affects more than just appearance, it impacts one’s sense of identity and self-worth. With our Umeed Nahi Yakeen Karo! campaign, we want to shift the conversation from doubt to faith, encouraging people to believe in genuine solutions,” says Traya co-founder Saloni Anand. “We chose Javed Akhtar’s iconic voice for the deep emotional connection he brings. His words create a sense of authenticity that reflects our commitment to making hair regrowth journeys relatable. This campaign is about breaking free from false promises and inspiring consumers to embrace a solution backed by science. “While helping people regrow their hair, at Traya, we’re also helping them reclaim their self-belief.”

    With a staggering 93 per cent efficacy rate and over 800,000 customers nationwide, Traya is leading a new wave in hair loss treatment. Unlike conventional approaches, the brand combines Ayurveda, dermatology, and nutrition to address the root causes of hair loss rather than just masking the symptoms. The campaign film has been rolled out across digital platforms, including Youtube, Facebook, and Instagram, and is further amplified through Whatsapp marketing and email campaigns.

  • Rising star soars to Dove at Unilever

    Rising star soars to Dove at Unilever

    MUMBAI: Prerna Gursahani has slathered herself in corporate success, landing the coveted role of global brand manager for Dove at consumer goods behemoth Hindustan Unilever.

    After three years of keeping skin supple as global assistant brand manager for Vaseline, Gursahani has been promoted to oversee the company’s flagship beauty brand, which has made its name championing real beauty and body positivity.

    The polished executive is no stranger to Unilever’s corridors of power. Her relationship with the Anglo-Dutch giant began in 2013 when she cut her teeth as a brand assistant in the company’s laundry category, focusing on water and “disruptive innovation”—presumably more than just adding an extra rinse cycle.

    Following a brief dalliance with the brewing industry at White Owl Brewery and a stint as account manager at advertising agency J. Walter Thompson Worldwide, Gursahani returned to Hindustan Unilever in 2019 as assistant manager sustainability, before smoothly transitioning to the Vaseline team in 2022.

    In addition to her corporate exploits, the ambitious brand whiz serves as an ambassador for One Young World, having initially joined as a delegate in 2020. The global forum for young leaders evidently spotted her potential early on.

    Commenting on her LinkedIn page, Gursahani gushed that she was “thrilled” about her new appointment, adding that she was “excited to be part of a brand that champions real beauty and strives to create a world where everyone feels seen, valued, and confident”—a sentiment that will surely wash well with Dove’s marketing ethos.

  • Unilever ropes in Noopur Bapna as media and digital marketing lead for ice-creams

    Unilever ropes in Noopur Bapna as media and digital marketing lead for ice-creams

    MUMBAI: Noopur Bapna has taken the plunge into the frosty world of frozen desserts, nabbing the coveted position of media and digital marketing lead for ice creams at Unilever India.

    Bapna’s career path has been anything but vanilla, having most recently served as group media manager at Marico Ltd where she spent nearly three years climbing the corporate ladder. Prior to this chilling new appointment, she honed her digital chops at GroupM, where she rose from senior director to partner during a two-and-a-half-year stint.

    Her CV boasts an impressive medley of media roles, with previous positions at The Social Street, where she spent nearly five years as media supervisor, and earlier gigs at the Times Group and DDB Mudra, where she cut her teeth on brands such as BPCL, Kuoni and World Gold Council.

    Bapna’s has  a well-stocked toolbox of skills to her new role, including media strategy, digital strategy and social media expertise—all essential ingredients in today’s marketing mix. 

    Unilever’s ice cream portfolio, which includes global heavyweights such as Magnum, Cornetto and Wall’s, will now benefit from Bapna’s digital savvy as the company continues to battle for supremacy in India’s increasingly competitive frozen treats market.

    The appointment comes at a time when digital marketing for consumables is heating up, even for products that need to stay below zero. With summer approaching in the subcontinent, the timing couldn’t be more delicious for both Bapna and Unilever.

  • Midea turns up the heat with Rashmika Mandanna as cool new ambassador

    Midea turns up the heat with Rashmika Mandanna as cool new ambassador

    MUMBAI: Carrier Midea India has recruited south Indian and Hindi cinema darling Rashmika Mandanna to add some star power to its air conditioning lineup, as the company looks to fan the flames of desire for its cooling solutions across the sweltering subcontinent.

    The partnership arrives as India’s air conditioning market is heating up, with rising urbanisation, swelling disposable incomes and increasing temperatures creating perfect storm conditions for manufacturers. Industry projections suggest the sector will enjoy robust growth over the next five years, with companies jostling for position in an increasingly crowded marketplace.

    “The Indian air conditioning industry is evolving rapidly, and consumers are seeking brands that offer not only superior products but also an emotional connection,” said  Carrier Midea India chairman and managing director Sanjay Mahajan. “Rashmika Mandanna’s association with Midea air conditioners will amplify our presence and strengthen our commitment to providing smart, sustainable, and high-performance air conditioning solutions.”

    Mandanna, who has captured hearts across multiple film industries and boasts a formidable social media following, will headline the Yeh Air Conditioner Nahin, AI Conditioner Hai campaign. The multimedia blitz will span television, digital platforms and retail touchpoints, with the actress’s wide appeal expected to help Midea penetrate deeper into both metropolitan and regional markets.

    “I am happy to partner with Midea air conditioners, a brand that truly understands the importance of smart and efficient cooling in today’s homes,” smiled  Mandanna, whose charm and relatability align neatly with Midea’s brand values of innovation and modern living.

    The marketing strategy extends beyond traditional advertising into the realms of social media activations, influencer collaborations and interactive content. Midea will also deploy retail demo zones at electronics stores, offering customers hands-on experience with its cutting-edge cooling technology.

    Carrier Midea India national sales & marketing head Depender Redhu said: “This partnership comes at a pivotal time when we are expanding our distribution network and strengthening our consumer outreach. Rashmika Mandanna’s endorsement will boost brand preference and credibility, helping us reach all of India this year.”

    Added head of marketing Alok Kohli:“Today’s consumers engage with brands beyond traditional advertising, and we are committed to meeting them where they are. Alongside TV and digital campaigns, we will leverage social media activations, influencer collaborations, and interactive content to create a deeper connection with our audience. Our campaign will build a more immersive brand experience. We expect to see a significant increase in brand engagement as a result of this association.”

    As temperatures soar across the subcontinent, Midea’s strategic play may well prove prescient. With Mandanna’s star appeal and a comprehensive marketing approach, the brand hopes not just to survive but thrive in the Indian summer’s brutal heat—providing cool comfort to sweltering consumers while turning up  its market share in the process.

  • The Bear House hares into physical retail with Rs 50 crore fund infusion

    The Bear House hares into physical retail with Rs 50 crore fund infusion

    MUMBAI: The Bear House, a Bengaluru-based contemporary menswear brand, has secured Rs 50 crore in Series A funding led by JM Financial India Growth Fund III, as it prepares to claw its way deeper into India’s competitive fashion landscape.

    The sartorial upstart, which has built its reputation on “elevated core” menswear for young professionals who need versatile attire that transitions seamlessly from boardroom battles to evening revelry, plans to use the investment to expand its brick-and-mortar presence, shore up working capital, and beef up marketing efforts.

    Having conquered the digital sphere through its own website and major fashion marketplaces including Myntra, Ajio, Flipkart and Nykaa, The Bear House recently opened its first physical outpost in Bengaluru last month. With fresh capital now in its coffers, the brand aims to unleash approximately 20 additional stores across India over the next two years.

    “We are optimistic about the growth of India’s online branded apparel market, especially in the men’s business-casual segment,” said JM Financial managing director, private equity Siddharth Kothari. “The Bear House has demonstrated impressive growth by leveraging its unique design sensibilities and direct-to-consumer strategy to build a loyal customer following.”

    For a company that has thus far ruled exclusively in the digital realm, the push into physical retail represents a significant evolution in its growth strategy. Founded in 2017, the brand has cultivated a reputation for chic, uncluttered designs catering to urban professionals who want to look sharp without appearing trussed up.

    “This growth capital infusion will help us accelerate our expansion plans and strengthen our brand’s presence,” said The Bear House  co-founder Harsh Somaiya. “As we scale our offline footprint and invest in brand-building, we remain focused on staying true to our design philosophy.”

    Perhaps most impressive is that The Bear House has managed to build a Rs 150 crore+ online brand while remaining bootstrapped and profitable—no small feat in an industry where red ink often flows as freely as champagne at a fashion week after-party.

    Dexter Capital served as the exclusive advisor on the transaction, with its investment arm, Dexter Ventures, also participating in the funding round.

    “Today’s young professional consumer is looking for a stylish persona at work and outside without compromising with comfort,” noted  Dexter Ventures general partner Anuradha Agrawal, adding that the company’s success stemmed from Somaiya’s manufacturing expertise paired with his co-founder Tanvi’s design skills.

  • Maruti Suzuki’s WagonR reigns as India’s bestselling car four years running

    Maruti Suzuki’s WagonR reigns as India’s bestselling car four years running

    MUMBAI: Maruti Suzuki’s WagonR has maintained its pole position as India’s highest-selling car for the fourth consecutive year, with 198,451 units sold during the financial year 2024-25.

    The ubiquitous box-on-wheels has now amassed an impressive customer base of 3.37 million owners since its introduction, solidifying its status as the nation’s most beloved four-wheeled companion.

    “WagonR’s sustained leadership in the Indian automotive market underscores strong customer trust and an unmatched value proposition over 25 years,” said Maruti Suzuki India senior executive officer for marketing and sales Partho Banerjee.

    The company points to remarkable customer loyalty as a key factor in the model’s continued success, with one in four WagonR owners returning to purchase another—a rare feat in India’s notoriously fickle automotive marketplace.

    Despite the rise of SUVs and crossovers that have left many traditional hatchbacks gathering dust in showrooms, Banerjee remains bullish about the segment’s prospects: “Hatchbacks are an integral pillar of India’s automobile industry… this segment will continue to be a cornerstone in spreading the joy of mobility to every Indian household.”

    The WagonR’s enduring popularity flies in the face of automotive fashion trends, suggesting that practicality trumps posturing for many Indian buyers. The model’s winning formula combines spaciousness that belies its compact footprint, fuel efficiency that protects wallets, and just enough tech to keep pace with modern expectations.

    Under the bonnet, customers can choose between two K-Series Dual Jet engines—1.0L for the budget-conscious and 1.2L for those craving a bit more snarl in their steering wheel. Both come with manual and auto gear shift transmission options.

    The CNG variant continues to be a hit with eco-conscious penny-pinchers, offering superior fuel economy without sacrificing performance—a claim that might raise eyebrows among enthusiasts but resonates with family accountants.

    Safety features include the requisite alphabet soup of modern protection systems: ABS with EBD, ESP, and Hill Hold Assist, all built on Maruti’s Heartect platform that uses high tensile steel to keep occupants secure in the event of an unscheduled meeting with roadside obstacles.

    Inside, the WagonR offers modest luxuries including a 17.78cm infotainment system compatible with Apple CarPlay and Android Auto, steering-mounted controls, and dual-tone interiors that aim to elevate the cabin ambience beyond utilitarian transport.

    As India’s car market continues its rapid evolution, the WagonR’s persistent chart-topping performance suggests that in a country where value still reigns supreme, this unassuming hatchback remains the undisputed king of the road.

  • Mamaearth unveils new mosquito repellent campaign with Shilpa Shetty

    Mamaearth unveils new mosquito repellent campaign with Shilpa Shetty

    MUMBAI: Mamaearth, has launched a new campaign for its mosquito repellents, featuring cinema actress and brand ambassador Shilpa Shetty Kundra. The campaign underscores the importance of natural, toxin-free protection for children against mosquitoes, a major concern for parents.

    The campaign film, conceptualised by Steve Priya, captures a touching moment between a mother and child, portraying the everyday struggle of safeguarding little ones from mosquito bites. Showcasing Mamaearth’s mosquito repellent range, enriched with citronella oil, eucalyptus oil, and peppermint oil, the film highlights its 12-hour protection—a must-have for parents prioritising their child’s well-being.

    Shilpa, sharing her thoughts on the campaign, said, “As a mother, my children’s well-being is always my biggest priority. I have always been cautious about the products I use, ensuring they are free from harmful chemicals and completely safe. Mosquito bites are a constant worry, and it’s reassuring to have a natural, toxin-free solution like Mamaearth’s mosquito repellents. This campaign is close to my heart because it empowers parents with a safe and effective way to protect their little ones while allowing them to explore the world worry-free.”

    Honasa Consumer Ltd. EVP & chief marketing officer Anuja Mishra, added, “At Mamaearth, we recognise that mosquito protection is a major concern for parents, as it directly impacts their child’s health and well-being. With our mosquito repellent patches, we are not just offering a product but solving a larger problem by providing parents with a quick, easy, safe, and effective solution they can trust. Formulated with natural ingredients, our repellents ensure long-lasting protection while being gentle on delicate skin. Through this campaign, we aim to reinforce our commitment to baby-safe care by not only offering toxin-free products but also raising awareness about the importance of choosing natural solutions. Partnering with Shilpa, a mother who shares our philosophy, allows us to authentically connect with parents and empower them with a reliable way to protect their little ones.”

    Steve Priya chief creative officer Priya Pardiwalla commented, “Every evening, parents witness a familiar scene – children by the door, shoes on, eyes sparkling, hearts racing to run out and play. But outside, something else is waiting too. Mosquitoes. This quiet tug-of-war between joy and worry sparked the heart of our film. Because no parent should have to choose between protection and peace of mind. With Mamaearth mosquito repellents, parents have a way to guard playtime with 12-hour protection, made from nature, free from toxins. So children don’t have to wait to be children. Not even for a moment.” 
     

  • Channelplay covers new ground, reaches 75,000 outlets in retail blitz

    Channelplay covers new ground, reaches 75,000 outlets in retail blitz

    MUMBAI: In a country where kiranas outnumber cricketers and every street corner hides a shop with more snacks than sense, Channelplay has pulled off a retail miracle. The brand execution and visual merchandising specialist just hit a jaw-dropping 75,000+ retail touchpoints in March 2025 alone—setting a benchmark that might just cause its competitors to spill their sample kits.

    With more than 1.5 lakh store visits across over 2,300 towns, including those tier-5 gems even Google Maps second-guesses, Channelplay made retail penetration look like child’s play. From the aisles of swanky large format retail (LFR) outlets to the bustling chaos of regional retail formats, MBOs, exclusive brand stores and the ever-expanding organised trade channels, the company played it like a well-oiled retail orchestra.

    “Our commitment to delivering top-tier retail execution has enabled us to reach this remarkable scale. This achievement highlights our operational excellence and ability to drive impactful in-store experiences across geographies. As we move forward, we are focused on further strengthening our partnerships and expanding our retail coverage,” said Channelplay Limited VP Yasir Hussain.

    And this is no one-hit wonder. Channelplay has its sights firmly set on expanding to over 1 lakh outlets per month in FY 2025-26. The company is also doubling down on advanced retail execution strategies and brand partnerships that promise to give India’s crowded consumer market an even glossier finish.

    For now, with its boots-on-ground strategy and GPS-devouring teams, Channelplay has redefined the rules of retail visibility. And in an ecosystem where shelf space equals power, it just claimed an entire aisle.