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A warrior to tread an adventurous path: MRF Wanderer

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MUMBAI: As an active proponent of cricket, MRF Tyres has always rallied behind the team and its players in pushing the cause of the sport in India. Whether the ICC Cricket World Cup 2015 where it was the Global Partner or other such top-rated cricketing properties, MRF has always essayed a supportive role by putting out communication that is strikingly unique.

Partnering MRF in achieving its communication goal over the years is Lowe Lintas Chennai that has been instrumental in managing the communication objective for the tyre brand in India. In its latest initiative, Lowe Lintas Chennai has announced the launch of an integrated marketing campaign that promotes the attributes of SUV brand, MRF Wanderer in India.

The campaign was launched today and will span the online and offline routes including Television, Print, Outdoor and Digital.

To refresh the brand’s proposition, MRF Wanderer has got its brand ambassador and Indian cricket captain, Virat Kohli to communicate the core message to the audience. The campaign seeks to celebrate the warrior-like instinct and determination — trademarks that best define both the Wanderer and also the ace cricketer. Much like the cricketer himself, MRF too has been treading the Indian roads with great determination and its warrior-like approach has made it the tyre of choice for many Indians.

The new integrated brand campaign by Lowe Lintas Chennai seeks to bring alive the Samurai spirit in people who like to explore their limits and even go beyond by challenging themselves – and what better face to push forward this thought than one of India’s best known Samurai, Virat Kohli.

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MRF Ltd. executive VP marketing said, “MRF Wanderer tyres are designed for those who never settle for the mundane and venture off the beaten path. Our communication this time has taken a more aggressive twist and a fresh perspective on the core brand positioning – Tread Anywhere. Lowe Lintas Chennai has portrayed the true Wanderer spirit by using Virat’s Samurai tattoo and his passion for adventure as exceptional creative devices. We believe that this new film will resonate well with those who chase adventure.”

In the film titled ‘I dare to Tread Anywhere’, the capabilities of the MRF Wanderer tyre are brought to the fore by drawing a parallel with Virat Kohli’s Samurai warrior spirit. Whatever the terrain or journey, a true adventurer never backs out and takes on the challenge with ease. As on the cricket field where Virat has always let his warrior-like approach do wonders for the team, so is it for MRF Wanderer whose “Tread Anywhere” proposition has enabled drivers to wander far and discover remote, inaccessible places with ease.

Lowe Lintas chairman & CCO Arun Iyer says, “Every Wanderer has a story to tell – be it the user or the product. We have tried to capture the spirit of that story through the eyes of Virat Kohli. While Virat is a samurai on the field, MRF is a master of the roads – and both are adventurous when it comes to chasing their passion. This thought has been captured well in the new campaign.”

Brands

Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board

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Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.

Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.

“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.

The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.

Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.

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The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.

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Brnd.me enters Europe as haircare brands power global expansion

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Bengaluru:  Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.

The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.

The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.

Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.

To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.

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Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.

Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.

The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.

The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.

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TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform

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NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.

The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.

The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.

Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.

Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.

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TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.

 

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