MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.

“I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.

Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.

“I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”

Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.

“With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”

He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.

MUMBAI:  Natural is in. That is natural diamonds versus the lab-cultured diamonds. No further proof of that is needed than  jewellery retail chain Jos Alukkas sales graph which has seen a 28 per cent uplift in diamond jewellery sales, reflecting a growing consumer preference for high-quality, natural diamonds.

The brand’s commitment to elegant designs and quality has propelled this growth, aided by a recent partnership with the Natural Diamond Council (NDC) to boost awareness about natural diamonds.

The surge in sales signals a shift in consumer attitudes towards diamonds as symbols of personal style and sophistication. Key categories like engagement rings, wedding bands, and diamond necklaces have seen significant demand, driven by rising disposable incomes.

Jos Alukkas Group managing director Varghese Alukkas stated:  “India has become the second-largest market for diamond jewellery. Our 28 per cent  growth this financial year underscores the emotional connection customers have with natural diamonds. Our collaboration with the NDC enhances our mission to educate consumers about their brilliance and heritage.”

NDC managing director  India and the Middle East Richa Singh said that engaging content and workshops to elevate consumer understanding of ethical diamond sourcing were in the offing..

Jos Alukkas  managing director John Alukkas highlighted the future potential of the diamond market in India, predicting a growth of 150 per cent to $18 billion in the next decade. He pointed to the brand’s goal of making natural diamonds more accessible through innovative designs.

Managing director Paul J. Alukkas added that the company takes pride “in celebrating the legacy of natural diamonds and aims to build trust and admiration through our work with the NDC.”

Jos Alukkas has been a prominent name in the jewellery industry for over six decades, offering quality gold, diamond, and platinum designs. The company operates over 60 showrooms and an online store, maintaining a commitment to quality and innovation.

MUMBAI: If you are Amazon, you have to do something different, something amazing, something out of the box, right? Which is what Amazon India has done.

In a heartfelt endeavor to enhance the experience of attendees at the 2025 Mahakumbh Mela, Amazon India is stepping beyond conventional boundaries with its innovative “dibbon se badhkar” (More than just boxes) initiative.

Amazon India director growth &  marketing (CMO) Pragya Sharma  emphasised that true innovation lies not just in creating new products, but in transforming lives by seizing meaningful opportunities.

In collaboration with the Mahakumbh Mela authorities, the ecommerce giant  has repurposed its iconic cardboard boxes into portable beds. These thoughtfully-designed beds  are providing a much-needed oasis of comfort for tired attendees at vital locations including the lost and found center, the  Kumbh hospital, and for the Kumbh police. The beds serve as a sanctuary, offering respite to those navigating long festival days and nights.

“Our initiative goes beyond conventional thinking; we’re transforming the very boxes we use into a solution that brings comfort and convenience,” said Sharma. “This is a testament to our collective commitment to serving communities with care and thoughtfulness.”

This innovative idea aligns seamlessly with Amazon’s mission to enrich daily lives. As hundreds of millions gather in Prayagraj for this monumental event, the “dibbon se badhkar” initiative stands as a small yet significant step towards delivering much-needed care and comfort.