Category: MAM

  • IIGC turns up the volume with ‘IIGC Talks’ podcast debut

    IIGC turns up the volume with ‘IIGC Talks’ podcast debut

    MUMBAI: The Indian Influencer Governing Council (IIGC) has officially entered the chat, with the launch of “IIGC Talks,” its brand-new podcast studio designed to host open, unfiltered conversations about India’s fast-evolving creator economy.

    The series kicked off with a bang, featuring India’s gadget guru, Rajiv Makhni, in a candid conversation with Sahil Chopra, chairman of IIGC. In the debut episode, Makhni dives into what it really means to be authentic in a world where likes, views and brand deals often collide. Within a day of its release, the episode racked up over 1.5 lakh views on Youtube.

    “In a time when everyone has a voice, the real challenge is knowing which ones to trust,” said Makhni. “If a collaboration forces you to compromise your honesty, the collaboration has already failed. Audiences are sharper than we think, authenticity travels further than any campaign spend.”

    The episode doesn’t shy away from the tough questions either, tackling topics like whether brand partnerships can coexist with unbiased reviews and if the rise of ‘defluence’ signals a new era of selective influence.

    According to Sahil Chopra, “IIGC Talks isn’t about promotion or praise, but about clarity. The creator ecosystem is maturing, and it deserves real dialogue, not just spotlight moments. Rajiv has set the perfect tone: sharp, honest and rooted in experience.”

    The discussion marks a shift in India’s digital landscape, where impact now trumps follower count, and authenticity replaces clickbait. With initiatives like IIGC Protect and The Code of Standards for Brands, the council continues to champion governance, transparency, and creator well-being.

    With “IIGC Talks,” the council turns conversation into action, and brings the mic to those redefining influence in real time.

  • Oswaal Books puts a smile before the scorecard

    Oswaal Books puts a smile before the scorecard

    MUMBAI: This exam season, Oswaal Books is asking parents one simple question, “Aaj din mein kitna muskuraye?” The learning brand’s new heartwarming campaign shines a light on the emotional rollercoaster students experience behind every report card.

    Narrated by actor, writer, and poet Piyush Mishra, the short film captures the silent struggles children face, from performance pressure and peer comparison to parental expectations and teenage anxieties. Beneath every late-night study session lies an untold emotional story, and Oswaal Books wants parents to notice it.

    With its powerful message, “While we check our children’s marks, let’s also remember to check their smiles,” the film invites parents and teachers to rethink what success truly means.

    Speaking about the campaign, Oswaal Books CEO Prashant Jain said, “Every exam season, we see children preparing, but behind their determination lie emotions they don’t always share. This film reminds us that marks are only one part of a child’s journey. A confident and happy child performs better not just in one exam, but in life.”

    Launched ahead of Children’s Day, the campaign aims to spark conversations around emotional well-being and holistic learning. Staying true to its mission of making education simpler and more student-friendly, Oswaal Books encourages families to celebrate effort, resilience, and joy, not just academic results.

    The film will run across digital and social media platforms, alongside community initiatives designed to help parents connect more empathetically with their children. Because sometimes, the brightest report card is the one with a genuine smile. 
     

  • Britannia paints a new picture with CEO Rakshit Hargave

    Britannia paints a new picture with CEO Rakshit Hargave

    MUMBAI: From paints to pastries, Rakshit Hargave is making a colourful career move. The outgoing CEO of Birla Opus Paints is set to take the helm at Britannia Industries as executive director and chief executive officer, beginning December 15, 2025.

    The appointment marks one of the FMCG sector’s most talked-about leadership transitions this year. Britannia’s board approved Hargave’s induction as an additional whole-time director and CEO for a five-year term, subject to shareholder approval. He will report directly to managing director and chairman of Britannia Industries Varun Berry.

    On the same day, Grasim Industries, the parent company of Birla Opus Paints, confirmed that Hargave had resigned from his role, effective December 5.

    Grasim praised Hargave’s four-year stint, noting his instrumental role in transforming Birla Opus from blueprint to brand. Under his leadership, the company set up six integrated manufacturing facilities and built a robust distribution and supply chain network across India.

    Hargave joined the Aditya Birla Group in 2021, leading Birla Opus through its ambitious entry into the competitive paints market. His move to Britannia now positions him at the centre of another storied Indian brand, one balancing legacy with innovation in an increasingly crowded FMCG landscape.

    As Britannia eyes new categories and deeper market penetration, Hargave’s appointment signals a fresh layer of leadership ready to add both colour and consistency to the brand’s growth story.

     

  • Ayurvedic baby steps as BabyOrgano raises Rs 20 crore to scale wellness

    Ayurvedic baby steps as BabyOrgano raises Rs 20 crore to scale wellness

    MUMBAI: Looks like the kids’ wellness space just got a little more Ayur-mazing. BabyOrgano, the homegrown Ayurvedic wellness brand for children, has raised Rs 20 crore in a Pre-Series A round led by RPSG Capital Ventures, with participation from existing investor Sauce.vc. The new capital will fuel product innovation, marketing, and operations as the brand eyes Rs 100 crore+ revenue by FY27.

    Born in 2020 from a mother’s quest to find authentic, chemical-free care for her child, BabyOrgano was founded by Riddhi and Ripul Sharma. In just five years, the duo has turned the brand into one of India’s fastest-growing Ayurvedic wellness companies for kids earning the trust of over a million parents and achieving a 40 per cent plus repeat purchase rate.

    “At BabyOrgano, our mission has always been to bring the science and purity of Ayurveda into every child’s growing-up journey,” said BabyOrgano founder & CEO Riddhi Sharma. “This investment comes at a time when awareness and trust in natural, Ayurvedic care for children are growing rapidly. With a strong innovation pipeline, we’re committed to redefining kids’ health and wellness for a new generation of parents.”

    The brand’s flagship product, Baalprashan Swarnaprashan Drops, is India’s first clinically approved Swarnaprashan, an immunity-boosting, memory-enhancing Ayurvedic formulation rooted in centuries-old wisdom. Alongside, products like Cold Relief Roll-On, Cough Syrup, Sitopaladi Churna, Chocovita Milk Mix, and Ayurvedic gummies blend traditional ingredients with modern formats that appeal to today’s parents and kids alike.

    RPSG Capital Ventures managing partner Abhishek Goenka called BabyOrgano “a brand at the confluence of two powerful trends, Ayurveda’s modern resurgence and the growing demand for safe, chemical-free childcare.” He added, “The founders have built strong consumer trust and category clarity. We believe BabyOrgano can become a defining brand that carries India’s holistic wellness heritage into the global future.”

    Echoing this sentiment Sauce.vc partner Yash Dholakia said, “BabyOrgano has built a trusted Ayurvedic brand for kids with high repeat purchases and consumer love. We’re excited to continue backing Riddhi and Ripul in their mission to make Ayurveda a natural part of every child’s routine.”

    What began as one mother’s search for gentle, natural care has now blossomed into a brand that champions Ayurveda for the next generation. As BabyOrgano continues to expand its product range and reach, it’s proving that when ancient wisdom meets modern parenting, wellness grows naturally.

     

  • Swipe right on India’s next digital revolution

    Swipe right on India’s next digital revolution

    MUMBAI: Forget just astrology, bollywood and cricket, India’s digital appetite now runs from A to G. According to the Swipe Before Type report unveiled at Lumikai Insignia 2025, Indians are now paying for astrology, bollywood, cricket, dating, education, fandom, and gaming, reflecting a seismic shift from the old offline A-B-C of entertainment to a mobile-first, monetised mosaic.

    Launched by Lumikai, India’s first gaming and interactive media VC fund, the report unpacks how a generation raised on touchscreens is swiping, streaming, and spending its way into new digital frontiers. The insights, drawn from nearly 3,000 mobile users, reveal a nation that’s not just watching but participating.

    Women now make up 46 per cent of India’s interactive media audience, two-thirds hail from non-metro regions, and a whopping 80 per cent use UPI for payments. Half of them subscribe to multiple apps, and one in two downloads a new app every week, proof that India’s entertainment economy is no longer passive, it’s passionately participatory.

    Gaming, once a niche, now commands the biggest share of digital wallets, with players willing to pay for upgrades, skins, and ad-free experiences. Video streaming remains king, with 54 per cent of users paying for premium plans across Netflix, Prime Video, and JioHotstar. Social platforms, meanwhile, are transforming into mini marketplaces where virtual gifting, in-app purchases, and even astrology consultations drive recurring revenue.

    New content trends are also taking hold. Microdramas and short-form storytelling are capturing bite-sized attention spans, while anime has gone mainstream, led by hits like One Piece and Naruto. AI adoption is accelerating too, metro users are 2.5 times more likely to integrate AI into their daily routines than their non-metro counterparts.

    “India has moved from paying for A-B-C offline to A-B-C-D-E-F-G online,” said Lumikai founder and managing partner Salone Sehgal. “Cultural shifts and tech habits are creating entirely new monetisation frontiers.”

    As Sehgal puts it, India isn’t just watching the digital future unfold, it’s swiping it into existence.
     

  • Designing a Warm & Inviting Home: Interior Design Tips for Winters

    Designing a Warm & Inviting Home: Interior Design Tips for Winters

    As temperatures drop and daylight shortens, the home naturally becomes the centre of activity and comfort. Winter is the season of gatherings, introspection, and slowing down — a time when design plays a crucial role in shaping our emotional connection to the spaces we inhabit. The interiors that genuinely stand out this season are those that combine texture, colour, and light to create warmth without excess.

    Here’s a closer look at key design elements and styling cues that can help you curate a home that feels both elegant and inviting this winter.

    Embrace Rich, Warm Colour Palettes

    This winter, colour trends are leaning towards grounding hues that evoke comfort and calm. Shades such as deep navy, olive green, terracotta, rust, and mustard add richness and depth to interiors while maintaining a sense of restraint. When paired with soft, warm lighting, these tones create a cocooning effect perfect for the cooler months.

    Homeowners can introduce these colours through an accent wall, upholstery, drapery, or even artwork. Even small additions, such as a rust-toned throw or mustard cushion covers, can transform the visual temperature of a space. The goal is to move away from stark, monochromatic palettes and embrace tones that feel inherently nurturing.

    Introduce Textures and Fabrics

    While an abundance of layers can feel suffocating in the summer, it has the opposite effect during the winter. It not only adds visual depth but also enhances warmth. Incorporate a mix of wool, velvet, cotton, and faux fur through throws, cushions, carpets, and rugs. A well-layered living room or bedroom can instantly feel more welcoming, particularly when textures are thoughtfully balanced.

    Designers suggest that mixing contrasting materials, such as pairing linen with velvet or cotton with wool, can yield interesting results. Throws from IKEA, textured cushions from H&M Home, or thick wool rugs from Rugberry can be excellent additions. For a touch of sophistication, introduce quilted or faux fur blankets from Jaypore.

    Warm Wood and Rattan Finishes

    Wood, with its natural grain and warmth, is a timeless choice for adding character during the winter months. Whether through flooring, furniture, or accents, wood tones such as oak, teak, or walnut bring depth and grounding energy into interiors. For those who prefer lighter alternatives, rattan and cane offer a similar warmth with a breezier appeal.

    Consider integrating wooden trays, rattan lamps, or wicker baskets to add texture and natural contrast. When positioned near sunlight, these materials accentuate the yellows and browns within a room. Collections from Urban Ladder and The Wicker Story offer handcrafted pieces that can elevate the seasonal aesthetic without overwhelming the space.

    The Rise of the Sunlit Kitchen

    The kitchen, traditionally the heart of the home, takes on an even more central role during winter. Bright, sunlit kitchens are emerging as a key design trend, as they infuse interiors with a sense of optimism and energy. Warm colour palettes such as ochre, butterscotch, and muted mustard help achieve this effect while maintaining a sophisticated tone.

    For instance, Specta’s Butterscotch Yellow quartz surface can be used on countertops or kitchen islands to introduce warmth without sacrificing durability. Quartz surfaces are particularly well-suited for Indian homes due to their stain resistance, ease of maintenance, and ability to reflect light beautifully. Paired with brass fittings, open wood shelving, and soft yellow lighting, such a kitchen creates an inviting backdrop for family gatherings or quiet mornings.

    Creating Comfort Corners

    Small design interventions can make a big difference in how a home feels during winter. Consider curating intimate corners that encourage relaxation — a window seat layered with cushions and a throw, a reading nook with a lamp and side table, or a sunny breakfast spot with winter plants like poinsettias or money plants. These pockets of comfort enhance the aesthetic appeal of your home, transforming interiors into spaces of refuge and rest.

    Conclusion

    Designing a winter-ready home is less about a dramatic overhaul and more about intentional layering of colour, texture, and light. The interplay of rich hues, natural materials, soft lighting, and tactile fabrics can turn even minimalist spaces into welcoming retreats. As the season unfolds, a home designed with warmth and care becomes more than a physical space — it becomes an experience. A place where comfort meets design, and every corner invites you to slow down, stay in, and enjoy the season’s quiet charm.

  • Love takes flight as American Tourister and Masaba pack style with soul

    Love takes flight as American Tourister and Masaba pack style with soul

    MUMBAI: Who says luggage can’t be love at first sight? American Tourister and Lovechild Masaba are here to prove otherwise with their latest collaboration The Trousseau Collection, a line of travel gear that turns every journey into a celebration.

    Launched just in time for the wedding and festive season, the Trousseau Collection captures the spirit of new beginnings and the joy of travel. Whether it’s a bride jetting off to her honeymoon, a cousin flying to a destination wedding, or a friend simply taking a break from shaadi chaos, these suitcases promise to make every departure feel like a stylish arrival.

    Crafted for the modern Indian traveller who loves to express themselves, the collection combines American Tourister’s trusted travel expertise with Masaba Gupta’s signature design flair. Soft pastel tones of pink, grey, blue and white meet whimsical lotus and elephant motifs, timeless Indian symbols of love, luck, and togetherness all brought to life in sleek, contemporary silhouettes.

    “It’s celebration in motion,” said Samsonite executive director of marketing for South Asia Anushree Tainwala. “With The Trousseau Collection, we wanted to capture the excitement of new beginnings from destination weddings to festive getaways. Partnering with Lovechild Masaba allowed us to bring a bold, joyful aesthetic to travel gear that’s as stylish as it is functional.”

    For Masaba Gupta, the collaboration is deeply personal. “A trousseau isn’t just what you carry, it’s a reflection of who you are,” she said. “LoveChild has always been about self-expression, and this partnership with American Tourister lets us create luggage that’s as bold and beautiful as the people who carry it. It’s for anyone who travels through life with flair and fearlessness.”

    The pieces are built from lightweight yet durable polycarbonate, ensuring strength without bulk, while practical details like TSA-approved locks, double spinner wheels, and a printed interior lining with organiser pockets keep essentials secure and sorted. The collection beautifully balances utility with emotion perfect for those who want their luggage to tell a story, not just store one.

    Continuing American Tourister’s tradition of blending fashion with function, this range celebrates India’s vibrant travel culture with a stylish twist. It’s not just about getting from one place to another; it’s about doing it with panache, purpose, and a pop of personality.

    From the runway to the runway, The Trousseau Collection ensures that wherever life takes you next be it a wedding, a weekend getaway, or a brand-new beginning you’ll always be travelling in style.

    Watch the campaign film here: 

  • Snap and IAS team up to make ads crystal clear

    Snap and IAS team up to make ads crystal clear

    MUMBAI: Snap and Integral Ad Science (IAS) are taking transparency to a new level, giving advertisers something worth snapping about. The duo has expanded their measurement partnership to cover every corner of Snapchat, including the app’s most intimate space, the chat feed.

    The move means advertisers can now measure viewability and invalid traffic (IVT) for sponsored snaps and chat feed ads, ensuring their campaigns reach real users in brand-safe environments. With this update, IAS now offers full coverage across all Snapchat ad formats and devices, from stories to AR lenses.

    “Advertisers want to reach Snapchatters through authentic, measurable campaigns,” said Snap Inc global director, Ad partnerships group Fintan Gillespie. “With Sponsored Snaps, we’re giving brands even more ways to connect, while ensuring trusted third-party verification through IAS.”

    IAS CEO Lisa Utzschneider added, “We’re committed to giving advertisers transparency wherever they spend. Expanding our partnership with Snapchat shows our shared focus on verification, brand protection and campaign performance.”

    IAS’ total media quality solution for Snap gives brands access to advanced metrics like Time-in-View, IVT rates, and brand suitability reports, all powered by machine learning that analyses image, audio and text frame by frame.

    Since joining forces in 2018, IAS and Snap have steadily widened their measurement suite, from viewability and invalid traffic tracking to brand safety and attention measurement. This latest update cements their collaboration as a gold standard for accountable, engaging advertising in the social space.

     

  • Rahul Dravid pads up for Paradeep Phosphates campaigns

    Rahul Dravid pads up for Paradeep Phosphates campaigns

    MUMBAI: Rahul Dravid has taken guard again, this time not on the pitch, but in the fields. Paradeep Phosphates Limited (PPL), one of India’s largest private fertiliser producers, has roped in the cricketing legend as its brand ambassador to champion innovative and sustainable farming practices.

    The partnership brings together two names known for trust, consistency, and performance. Dravid’s steady hand and PPL’s farmer-first ethos aim to inspire India’s growers to adopt smarter, more sustainable methods through two nationwide campaigns, “Kheti Ka Game Changer” and “NPK & Organic Fertilizers Ki Winning Team.”

    The campaigns use cricketing analogies to make agronomy simple and engaging. In the first, Dravid fronts Jai Kisaan Navratna Nano Shakti Nano DAP, likening nano fertilisers to game-changing strategies that improve yield and efficiency. In the second, balanced fertilisation takes centre stage with nitrogen, phosphorus, and potassium playing star “team roles,” promoting soil health and stronger crops.

    “We are thrilled to welcome Rahul Dravid to the PPL family,” said Paradeep Phosphates managing director and CEO Suresh Krishnan. “His discipline and integrity mirror our values. Just as he led teams to victory through patience and planning, our products empower farmers to achieve winning outcomes season after season.”

    Dravid echoed the sentiment, saying, “Farmers and sportspersons share a similar spirit, both rely on patience, timing, and the right support to succeed. I’m proud to be part of an initiative that helps India’s farmers make practical, informed choices.”

    Backed by sister company Zuari FarmHub Ltd (ZFHL) in collaboration with TERI, PPL’s nano fertilisers have shown strong results in boosting crop yield while promoting sustainability. The new campaigns will roll out across television, print, and digital platforms, taking Dravid’s calm resolve and PPL’s innovation to millions of farmers nationwide.

    Looks like Dravid’s next innings will be played on fertile ground, where discipline meets growth and every crop has a shot at victory. 
     

  • F1 and Heineken shift gears with turbocharged partnership

    F1 and Heineken shift gears with turbocharged partnership

    MUMBAI: When beer meets the roar of engines, magic happens. Formula 1 and Heineken have renewed and expanded their global partnership, continuing a nearly decade-long collaboration that’s been as smooth as a perfectly poured pint.

    First teaming up in 2016, the partnership has delivered unforgettable fan moments both on and off the track, from high-octane hospitality experiences to Heineken’s signature pop-up bars. Now, the new multi-year deal takes the alliance into overdrive with fresh activations, bold fan engagement, and a unique twist for motorsport lovers.

    The F1 fan zone, now presented by Heineken 0.0, will bring immersive experiences to race weekends, alongside vivid branding and innovative in-person installations. The brewer will also enjoy naming rights for three Grands Prix each season.

    Adding an extra shot of excitement, Heineken has launched the ‘Star Fans’ campaign, celebrating the most passionate F1 supporters through exclusive online content, competitions, and awards. But the real showstopper is the world’s first F1 season ticket, a carbon fibre-crafted pass that grants one lucky fan and a friend access to every race on the calendar, complete with travel and accommodation.

    Formula 1 president and CEO Stefano Domenicali hailed the partnership, saying, “Heineken has stood alongside Formula 1 for nearly a decade with a shared passion for delivering an unrivalled spectacle. Together, we’ll continue to push boundaries and bring fans closer to the action.”

    Echoing the excitement, Heineken CEO and chairman Dolf van den Brink added, “This partnership is about more than sponsorship. It’s about connecting fans, creating experiences, and celebrating the incredible energy of F1 – all with a cold Heineken 0.0 in hand.”

    As the two global powerhouses toast to their next chapter, one thing’s clear, this partnership is still firmly on pole position.