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Category: MAM

  • Pulsar shifts into creator gear with AI-fuelled Underground platform

    Pulsar shifts into creator gear with AI-fuelled Underground platform

    MUMBAI: If rebellion had an engine, it would probably sound like a Pulsar. Bajaj Auto, the world’s most valuable two- and three-wheeler maker, has fired up a new chapter of youth expression with the launch of Pulsar Underground, an AI-enabled creator platform built for India’s boldest dreamers, doers, and daredevils.

    From stunts and soundtracks to graffiti and AI art, the platform celebrates those who express their individuality by creating not just consuming. Staying true to the brand’s iconic mantra of being “Definitely Daring”, Pulsar Underground takes that spirit off the road and into the creator economy, giving young Indians a digital stage to show off what drives them.

    As captured in the campaign “Duniya Dekhti Hai Tu Dikha”, Pulsar has always urged riders to step out and be seen. Now, with Pulsar Underground, that daredevil DNA goes digital blending performance and creativity for a generation that prefers throttle to theory and reels to routine.

    The initiative opens its doors to over 5,000 creators across India, inviting them to take on challenges across biking, stunts, music, dance, art, graffiti, and even AI. The process is refreshingly simple: pick a challenge on www.bajajauto.com/pulsarunderground, create content, and post it on Instagram using #PulsarUnderground while tagging @mypulsarofficial.

    In true Pulsar fashion, rewards are revved up too. Top creators can win a virtual internship with the Pulsar content crew, a Pulsar NS200 or NS400Z, exclusive merchandise, and Amazon vouchers. The best entries will also be featured on Pulsar’s official social handles alongside leading Indian influencers, an open road to recognition for creators who dare to dream loud.

    What makes Pulsar Underground more than just another content contest is its built-in AI tool suite, designed to simplify creation and enable anyone whether a pro or a beginner to produce polished, high-quality content effortlessly. The brand calls it India’s first AI-powered creator economy IP in the automotive space, merging tech innovation with cultural expression.

    “Pulsar has always inspired riders to be daring and stand apart,” said Bajaj Auto Ltd president of marketing Sumeet Narang. “Pulsar Underground extends that same spirit into the digital space giving India’s creators a platform where performance meets creativity. Whether through stunts, music, dance, or art, this initiative is about turning individuality into influence and spotlighting the next generation of daring talent.”

    At its core, Pulsar Underground isn’t just about likes or hashtags, it’s about creating a movement. It’s where bike engines meet beat drops, and every wheelie, verse, or brushstroke becomes a statement of fearless identity. By fusing the thrill of speed with the power of self-expression, Pulsar is redefining what it means to be “definitely daring” in the digital age.

    With this campaign, Bajaj Auto doesn’t just continue to lead on the road, it also accelerates into India’s creator culture, giving young talent the tools and the throttle to push boundaries.

    Because when the underground roars, the world looks up and Duniya Dekhti Hai Tu Dikha gets a whole new meaning.
     

  • Sanjay Dutt sparks digital push with Getepay’s Vega

    Sanjay Dutt sparks digital push with Getepay’s Vega

    MUMBAI: He’s known for power-packed performances, now Sanjay Dutt is helping power Digital Bharat. The Hindi cinema icon unveiled Vega, an indigenously built payment switch by Getepay, at an event in Mumbai, joining forces with Getepay founder and managing director Pravin Sharma, to celebrate a major stride in India’s fintech innovation.

    Headquartered in Jaipur, Getepay is a payment aggregator on a mission to make digital transactions simpler, faster, and more inclusive. Its latest creation, Vega, is a certified next-generation payment switch designed to serve banks, fintechs, and merchants with seamless scalability and security. Built on a microservices-based architecture, Vega promises lightning-fast processing, real-time settlements, automated reconciliation, and intelligent merchant management, all crafted in India, for India.

    Speaking at the launch, Sanjay Dutt said, “I’ve always believed in backing things that are real, solid, and made with heart, and that’s exactly what Vega is. This is about more than technology; it’s about giving every entrepreneur, from a street vendor to a shop owner, the confidence to go digital. That’s the Bharat I want to cheer for.”

    Pravin Sharma added, “Vega is not just a technological leap, it’s a bridge for millions of small entrepreneurs powering India’s economy. With Vega, we’re simplifying digital payments while enabling every corner of India to participate confidently in the digital revolution.”

    With its regulatory-compliant, future-ready design, Vega ensures secure, uninterrupted payment processing even during high-traffic periods. Its scalable framework allows banks and merchants to modernise swiftly without disrupting business operations.

    Following an 8 million dollars funding round led by Virender Sehwag, alongside Hyderabad Angels, ITI Growth Fund, and DBR Ventures, Getepay continues to strengthen its digital infrastructure, driving financial inclusion and accessibility for businesses of all sizes.

  • Bhartiya Mall of Bengaluru adds 16 new brands in six months of growth

    Bhartiya Mall of Bengaluru adds 16 new brands in six months of growth

    MUMBAI: Bhartiya Mall of Bengaluru, the city’s premier lifestyle and shopping destination, has strengthened its retail portfolio with 16 brand launches in just six months, marking an impressive phase of growth and curation. The latest to join its expanding lineup is The Souled Store, one of India’s most popular homegrown D2C apparel and lifestyle brands.

    With its quirky, pop-culture-inspired aesthetic and officially licensed merchandise from Marvel, Disney, DC, Harry Potter, and Friends, The Souled Store brings an immersive, experience-led space to Bhartiya Mall’s fashion floor: one designed for millennial and Gen Z shoppers who crave creativity, comfort, and self-expression.

    “Our retail mix is carefully curated to reflect the preferences of our catchment,” said Bhartiya Urban senior vice-president Ramaraju KN. “With a large base of millennials and Gen Zs, we’re focused on bringing in dynamic, experience-driven brands that resonate with their lifestyle and aspirations.”

    The Souled Store joins a vibrant lineup of recent entrants including Shobitam, Peachmode, Biglilpeople, Indyvarna, Hush Puppies, Frangipani (featuring Chumbak, Imara, Voylla, and Abhishti), and Zoul & Zera. Earlier this year, the mall expanded into the home category with HomesToLife, offering premium furniture and design-led living solutions from Domicil, Fabbrica, and Corian.

    Bhartiya Mall has also diversified its dining and lifestyle offerings, welcoming Frank’s Hot Dog, Liquid Story, and Lily Bloom’s, alongside five new kiosks including Cookie Man, Taara, Quem, The Man Company, and 3m Car Care.

    Strategically located within the Bhartiya City township near Hebbal, the 7.5-lakh-square feat mall has emerged as a go-to lifestyle hub for North Bengaluru, catering to Gen Z, millennials, families, and working professionals alike. With an expanding catchment averaging 3,000 new homes and 3,000–5,000 office seats added each month, the mall is ideally positioned to meet the evolving needs of the city’s fast-growing population.

  • Shreyas Iyer Bats for Balance with Bhagavad Gita

    Shreyas Iyer Bats for Balance with Bhagavad Gita

    MUMBAI: He’s known for finding the middle of the bat, now he’s finding the middle path. Indian cricketer Shreyas Iyer has teamed up with Bhagavad Gita for All (BGFA), a fast-growing faith-tech platform founded by entrepreneur Prithviraaj Shetty, to promote mindfulness, focus, and emotional balance through ancient wisdom reimagined for modern lives.

    The collaboration blends the calm of spirituality with the rush of sport, showing how centuries-old teachings can sharpen clarity and resilience under pressure. With the global wellness economy pegged at nearly 6.8 trillion dollars, BGFA is betting on a future where self-awareness and performance go hand in hand.

    Over the past ten months, the platform has seen remarkable growth, over 10,000 books sold and 1 lakh plus app users, as young professionals and students increasingly turn to reflective practices for structure and purpose.

    Speaking on the partnership, Iyer said, “The Bhagavad Gita for All is not just a book; it’s a companion that helps you reflect, stay balanced, and find purpose amidst challenges. It’s beautifully designed and so relevant for today’s generation.”

    The platform’s digital-first approach, including a video-based book, immersive mobile app, and AI companion My Krishna, makes the Gita’s timeless lessons accessible beyond religious boundaries, into leadership, performance, and emotional wellness.

    Founder Prithviraaj Shetty added, “Schools and workplaces teach knowledge and skills, but not wisdom. Shreyas personifies the Gita’s spirit, remaining calm, focused, and balanced through every challenge.”

    Having previously collaborated with Suniel Shetty, Shilpa Shetty, and Vidyut Jammwal, BGFA’s latest partnership positions it at the crossroads of culture, performance, and spirituality, where inner calm meets outer excellence.

  • Torrent Electricals lights up Diwali with tribute to electricians

    Torrent Electricals lights up Diwali with tribute to electricians

    MUMBAI: This Diwali, Torrent Electricals is shining the spotlight on the real heroes behind India’s festival of lights, the electricians who make every celebration glow. With its new campaign, Mitron Ki Diwali, conceptualised by Schbang, the brand moves beyond product talk to deliver a deeply human story of gratitude and connection.

    Set in a relatable middle-class home where last-minute lighting threatens to dim the festive spirit, the film introduces the electrician as more than a technician, he’s the bringer of light, quite literally. Through this everyday narrative, Torrent blends emotional storytelling with brand purpose, standing apart from competitors who focus solely on performance and specs.

    “True progress is built on the shoulders of those who often go unnoticed,” said  Torrent Electricals Limited CEO Sachin Phartiyal. “This campaign is our way of shining a light on electricians, the real enablers of every celebration, every home powered safely, and every moment of joy.”

    The campaign doesn’t stop at film. Torrent is extending its gratitude on-ground through appreciation initiatives for electricians and interactive digital contests designed to engage consumers while reinforcing the brand’s core values of trust and responsibility.

    Targeted at urban and semi-urban families aged 25–45, as well as the electricians, contractors, and retailers within its ecosystem, Mitron Ki Diwali resonates with audiences who value safety, reliability, and heartfelt storytelling.

    “We wanted to shine a light on the electricians themselves, the ones who climb ladders, untangle wires, and quietly make our homes sparkle,” added Schbang  group creative manager Mohammed Sadriwala. “They don’t just fix wires; they make celebrations possible.”

     

  • Bharat Matrimony bets on AI to align stars

    Bharat Matrimony bets on AI to align stars

    MUMBAI: When tradition meets technology, even the stars take note. Bharat Matrimony has partnered with AI startup Ask My Guru (AMG), investing 500,000 dollars to bring centuries-old Vedic astrology into the digital matchmaking era. The move follows AMG’s 1.2 million dollar seed round, taking total funding to 1.72 million dollars, aimed at accelerating AI-driven astrological compatibility for modern users.

    Astrology continues to shape over 80 per cent of Indian marriages, and this partnership bridges cultural wisdom with AI precision. Ask My Guru’s platform makes horoscopes instantly accessible while adding deeper, nuanced insights to compatibility analysis, blending faith, tradition, and technology seamlessly.

    “Marriage is not only about bringing two people together but ensuring harmony between them. Astrology has always played a vital role in this process. With Ask My Guru’s AI-powered astrology, we combine tradition with cutting-edge technology for the benefit of millions,” said Matrimony.com Group founder & CEO Murugavel Janakiraman.

    AMG’s founders, Krishna Mohan Vedula and Vivek Sadamate, bring over a decade of experience in scaling consumer platforms. “Bharat Matrimony’s trust in our vision will elevate AI-driven astrology from a niche tool into a mainstream, culturally anchored solution,” Vedula said. “Users will now enjoy real-time compatibility assessments, personalised astrological guidance, and multi-dimensional life insights, making AI astrology a transformative part of matchmaking.”

    Launched in June 2025, Ask My Guru has already recorded 5 million chats and 400,000 registered users. With Bharat Matrimony’s backing, AI astrology will now be integrated into the matchmaking experience, expanding language support and predictive precision, and positioning AMG as a leader in AI-enabled Vedic guidance.

    This strategic partnership underscores Matrimony.com’s vision to future-proof India’s most cherished tradition, ensuring that even in a digital age, the stars continue to guide the journey to “happily ever after.”

  • Kärcher powers up ‘Make in India’ with locally-made WD 3–17L vacuum

    Kärcher powers up ‘Make in India’ with locally-made WD 3–17L vacuum

    MUMBAI: In a move that aligns sparkle with strategy, Kärcher India has unveiled the WD 3–17L, a wet-and-dry vacuum cleaner now proudly manufactured in India. The launch marks a milestone in Kärcher’s commitment to the Government of India’s “Make in India” initiative, combining global engineering with homegrown production to deliver powerful, affordable, and accessible cleaning solutions.

    Available across Kärcher’s official webshop, Amazon, Flipkart, and leading retail outlets, the WD 3–17L is designed to meet the evolving needs of Indian households, from everyday spills to balcony dust and garage grime.

    “Our proud German legacy of quality and reliability is now being carried forward in India,” said Kärcher India director Prashanth Srirangam. “By blending German engineering with local manufacturing, we’re ensuring greater accessibility, service support, and long-term value for customers nationwide.”

    Built on Kärcher’s signature WD Series platform, the WD 3–17L features a 17-litre container, a 1000w motor, and an integrated blower function for hard-to-reach areas. Its one-piece cartridge filter allows seamless switching between wet and dry vacuuming, no filter change required. With a compact design, energy efficiency, and clever storage hooks, it’s built for homes short on space but big on cleanliness.

    By localising production, Kärcher can now respond faster to seasonal demand, improve parts availability, and expand its after-sales service network across India.

    A subsidiary of Alfred Kärcher SE & co KG, Kärcher India continues to lead the way in domestic and industrial cleaning technology. Under its vision 2025, the company aims to fuse innovation, sustainability, and customer focus to clean up quite literally, in one of the world’s fastest-growing markets. 

  • Livpure Clears the Confusion with Its No-Fine-Print Water Revolution

    Livpure Clears the Confusion with Its No-Fine-Print Water Revolution

    MUMBAI: In a world where fine print often muddies the water, Livpure is making a splash with honesty. The trusted water purifier brand has launched its latest digital campaign, “No Hidden Terms, Just Pure Water”, holding a mirror to the category’s often confusing claims and restoring clarity where it’s long been missing.

    The campaign, launched alongside Livpure’s Lotier AIoT purifier, takes a witty and relatable approach to expose how “terms and conditions apply” have become the modern-day trap for consumers seeking clean water and clean deals. Using a slice-of-life narrative peppered with humour, the film captures the everyday frustration of families caught off guard by fine print promises and contrasts it with Livpure’s commitment to transparency.

    At the centre of this promise is the Lotier AIoT purifier, offering 2.5 years of genuinely maintenance-free use. That’s not marketing spin, the plan covers filters, RO membranes, and maintenance, with no hidden exceptions. For Indian households dealing with high TDS, hard water, and unpredictable supply, the offering stands out as refreshingly straightforward.

    Livpure chief marketing officer Nitin Malhotra explained, “Indian consumers today are far more aware and expect honesty over hype. Too often, brands use jargon, complicated terms and fine print, leaving people unsure of what they’re truly getting. With this campaign, we wanted to start a conversation not about technology alone, but about trust. Innovation, for us, must come with transparency, empathy, and accountability.”

    Through its conversational tone and humour, the DVC not only entertains but educates asking consumers to look beyond glossy promises and question what’s in the details. The campaign extends Livpure’s larger mission of democratising access to safe and pure water for every Indian household, while reinforcing the brand’s philosophy of “Crafted for your Wellbeing.”

    Last year, Livpure launched India’s largest range of maintenance-free purifiers, redefining convenience for urban and semi-urban families alike. Now, with this new campaign, it’s moving the conversation from transactional sales to a more transparent and values-driven dialogue, one that puts consumer trust at the core.

    By cutting through jargon and keeping its promises clean, Livpure isn’t just filtering water, it’s filtering out confusion. And in a market full of complicated clauses, that might just be the purest thing of all.

  • Haldiram’s sweetens the season with a Diwali full of delights

    Haldiram’s sweetens the season with a Diwali full of delights

    MUMBAI: It’s not Diwali until the first bite of mithai melts on your tongue and Haldiram’s is making sure of that. The Indian snack and confectionery giant has unwrapped its new festive campaign, “Aap Diwali manate hai, Hum Diwali banate hain!”, a joyful ode to the nation’s sweetest season. With an array of traditional sweets, gourmet assortments, and gifting delights, the brand invites patrons to taste the many flavours of togetherness.

    True to its legacy, Haldiram’s has found the perfect recipe to blend nostalgia with novelty. Its new festive range features indulgent Stuffed Dates, Exotic Baklava, and Khajoor Anjeer Bites under the “Festive Marvels” collection; Premium Sweets under “Sweet Symphony”; and curated hampers such as Dry Fruit Delights, Majestic Gourmet Collection, and HR Finest Nut Extravaganza. Each box is a celebration in itself, a marriage of heritage recipes with modern indulgence.

    Across the country, Haldiram’s outlets have been decked up in festive finery, a visual treat of golden lights, fragrant sweets, and shimmering hampers. The ambience invites customers to not just buy sweets, but to feel Diwali to pause, pick, and pack joy for loved ones. Whether it’s a corporate gift box or a tray of laddoos for the family, Haldiram’s is positioning itself as both the maker and messenger of festive warmth.

    Haldiram president of retail QSR Kailash Agrawal said, “With Diwali 2025 just around the corner, it’s time to celebrate the joy of togetherness, sharing sweets, and creating cherished memories. At Haldiram’s, we’re proud to have been part of countless Diwali celebrations over the years whether through our traditional mithai or our modern festive collections. This year, we’ve introduced an exclusive range that blends heritage with indulgence.”

    He added, with a wink to the campaign line, “Iss Diwali, aap Diwali manayenge… hum aapki Diwali banayenge. Toh ho jaaye Haldiram’s!”

    What began nearly a century ago as a humble mithai shop has now become synonymous with India’s festive palate. With each new season, Haldiram’s doesn’t just sell sweets, it delivers memories, aromas, and stories of celebration. This year’s campaign reinforces that Diwali isn’t just about lights and firecrackers, it’s about the shared sweetness that binds people together, one bite at a time.

  • Wpp Media bags integrated media mandate for Leeford Healthcare

    Wpp Media bags integrated media mandate for Leeford Healthcare

    MUMBAI: Wpp Media has won the integrated media mandate for five of Leeford Healthcare Limited’s strategic consumer brands, covering atl, full-funnel digital, e-commerce, q-commerce, performance marketing, and seo. The win marks a significant expansion of Wpp Media’s footprint in India’s healthcare and personal care sector.

    Under the mandate, Wpp Media will oversee end-to-end planning and buying across key platforms, leveraging data-led strategies to deliver scale, efficiency, and measurable impact. For Leeford, one of India’s fastest-growing pharmaceutical and healthcare companies and the second-largest player in general medicine, the partnership aims to strengthen brand visibility, optimise consumer journeys, and drive sustainable business growth.

    “Leeford Healthcare’s journey is rooted in trust while rapidly scaling into personal care and orthopedics,” said Wpp Media South Asia president- client solutions Navin Khemka. “This mandate goes beyond media, it’s about shaping how a brand of scale connects with millions in a digital-first world. By fusing data intelligence, commerce expertise, and creative storytelling, we aim to craft seamless consumer experiences across platforms.”

    Echoing the sentiment, Leeford Healthcare founder & managing director Amit Gupta said, “Our vision is to build Leeford into a diversified consumer powerhouse that blends healthcare credibility with lifestyle relevance. To scale this vision, we needed a partner who could combine strategy with execution and Wpp Media is best equipped to help fuel the next chapter of our growth story.”

    Founded with the purpose of making quality healthcare more accessible, Leeford Healthcare continues to evolve into a broad-based health, wellness, and personal care brand. With this partnership, both companies are set to craft a media strategy that’s equal parts precision, performance, and purpose, a formula fit for India’s fast-changing healthcare landscape.