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  • Man United and adidas strip it back to dreamland with new home kit

    Man United and adidas strip it back to dreamland with new home kit

    MUMBAI: Adidas and Manchester United have dropped their 2025/26 home kit, and it’s steeped in sentiment. Taking cues from the quiet power of Old Trafford on non-match days, the design brings to life the stadium’s soul — minus the roars, but with all the reverence.

    Dubbed the ‘Theatre of Dreams’ kit, the jersey features a moody abstract sleeve graphic in rich reds that nods to the stands, tunnel, and turf. It’s a tribute to the pitch-side calm before the Premier League storm.

    A crisp black-and-white V-neck collar, sleeve cuffs, and adidas’ signature three stripes keep things timeless, while a discreet ‘Theatre of Dreams’ sign-off at the back of the neck tips the hat to the club’s legacy.

    adidas senior design director Juergen Rank said, “The colour red is fundamental to the club’s DNA. There have been many different expressions of it over the years and for this season we wanted to do something a little different, using the sleeves as a canvas. The abstract graphic stays true to the club’s DNA while providing an innovative look and feel to an otherwise classy and classic jersey.”

    Built for performance, the on-field version includes adidas’ latest airflow-maximising fabric. For fans, the replica comes with AEROREADY tech — designed to wick away sweat, even when the match goes to extra time.

     

  • Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    Aashirvaad Masala turns up the star power with Nani and a selfie-led AI campaign

    MUMBAI: What do you get when you mix a pinch of masala, a selfie, and Telugu cinema’s Natural Star Nani? Aashirvaad Masala’s blockbuster new AI-powered campaign that’s turning fans into reel-life co-stars—one WhatsApp message at a time.

    Following the successful onboarding of Nani as brand ambassador in Andhra Pradesh and Telangana, ITC has launched a first-of-its-kind digital experience that lets users create personalised movie posters featuring themselves alongside the Tollywood icon. All it takes is a scan of a QR code on Aashirvaad’s chilli powder pack—or a click from the brand’s Telugu social handles—to get started.

    The campaign plays off the tagline ‘Dammu Meede, Star Meere’, spotlighting homemakers as the real heroes of the kitchen. Now, with genres ranging from romance and action to comedy and thriller, the brand invites them to bring that same flair to their very own cinematic moment.

    Built on a slick AI-driven WhatsApp bot, the experience allows users to select language, genre, and character before uploading a selfie—and voilà, their custom poster is ready to roll. Lucky participants even stand a chance to see themselves on billboards with Nani or win movie tickets.

    Blending spice with stardust, Aashirvaad Masala’s campaign taps into Telugu audiences’ twin passions—food and film—while pushing the envelope on tech-led engagement. In short, this isn’t just seasoning; it’s star-making with a side of dum.

  • Frido’s Father’s Day push hits the right joints

    Frido’s Father’s Day push hits the right joints

    MUMBAI: This Father’s Day, D2C wellness brand Frido is skipping the mugs and neckties and going straight for the knees — quite literally. Its cheeky-yet-heartfelt campaign, “Gift him what he truly KNEEds”, turns the spotlight on a group that rarely complains but often aches: dads.

    At the heart of the campaign is Frido’s Active Knee Cap, designed to ease years of wear-and-tear borne by fathers who power through their day without pause. The message? Don’t gift your dad another “World’s Best Dad” trophy — gift him comfort he can feel.

    To scale up the emotional punch, Frido deployed a full-funnel strategy. From dad-centric influencer reels on Instagram to high-visibility OOH across metros and feel-good user contests, the brand created a real tear-jerker with muscle. Families were urged to share personal stories, sparking a flood of nostalgic posts that proved this wasn’t just another token holiday campaign.

    Turning the campaign into a full-body experience, Frido teamed up with EMotorad — India’s leading e-cycle brand — to offer the perfect one-two punch: support at home, and mobility on the road. Together, they’ve crafted a Father’s Day experience that’s both caring and cool.

    Speaking on the initiative, Frido CEO & co-founder Ganesh Sonawane said, “Most fathers carry on without ever saying a word about their own discomfort. This campaign is our way of shifting the spotlight, just for a moment, onto them. At Frido, we believe comfort isn’t a luxury, it’s a quiet form of care. This Father’s Day, we wanted to go beyond the usual and offer something that actually makes a difference in their everyday life. Teaming up with EMotorad helped us complete that thought – whether it’s rest or movement, every dad deserves a gift that understands him.”

    EMotorad co-fouinder & CEO  Kunal Gupta said, “Growing up, I saw my dad put his heart into everything he built. That mindset shaped a lot of what EMotorad stands for. This collaboration with Frido felt like teaming up with someone who shared that same drive to create more than just products, but real possibilities. This Father’s Day, we want to celebrate that quiet, persistent drive in every father. With this campaign, we want to show that a meaningful gift can keep him moving, just like he always has for us.”

    By leaning into authentic emotion and functional gifting, Frido isn’t just celebrating dads — it’s elevating the art of giving. After all, this season, the best present isn’t presence. It’s a bit of relief for those tired knees.
     

  • Scrum meets screen as Sportz Interactive powers Rugby Premier League

    Scrum meets screen as Sportz Interactive powers Rugby Premier League

    MUMBAI: When it comes to scoring off the field, Sportz Interactive is now the prop powering Indian rugby’s digital game. In a game-changing alliance, Sportz Interactive (SI) has partnered with the newly launched Rugby Premier League (RPL), supported by GMR Sports, to design and drive the league’s entire digital presence from the first whistle to the final try.

    The engagement sees SI developing and managing the official RPL website now the central hub for fixtures, squad updates, and stories as well as launching its social media channels to build a strong, steady fanbase from the get-go. The agency also rolled out a suite of creative launch assets and a phased content strategy to keep rugby conversations buzzing long after match day.

    To mark major moments like franchise unveils, player auctions, and squad reveals, SI created high-impact visuals and behind-the-scenes content, including exclusive interviews with RPL heavyweights like Rugby India president Rahul Bose and GMR Sports CEO, Satyam Trivedi.

    The collaboration also takes the reins on RPL’s flagship fan campaign, #RugRugMeinRugby, weaving it across platforms through custom content buckets, quirky formats, and platform-specific storytelling that’s equal parts entertaining and educational. From strategic sponsor activations to creative brand partnerships, SI is also helping bring the business side of rugby into sharper play.

    “Rugby is stepping into an exciting new era in India,” said Sportz Interactive SVP for Teams Chintan Shah. “This is more than a league, it’s a movement. At SI, we’re excited to blend data, design, and digital storytelling to grow the game and fire up the fans.”

    As the Rugby Premier League sets its sights on making rugby more mainstream in India, SI’s playbook is simple: create buzz, build community, and make every scroll, swipe, and click feel like a try well scored.
     

  • Sennheiser turns up the volume on legacy, celebrates 80 years of sonic boldness

    Sennheiser turns up the volume on legacy, celebrates 80 years of sonic boldness

    MUMBAI: When Fritz Sennheiser cobbled together a lab in Wennebostel back in 1945, few would have guessed his garage-born dream would become a global heavyweight in audio innovation.

    But 80 years on, the family-owned Sennheiser Group continues to make noise in all the right ways, combining legacy with the lust for what lies ahead.

    Marking its 80 anniversary this June, Sennheiser is using the milestone not to bask in nostalgia, but to chart its future. “We live and breathe audio in everything we do”, said co-CEO Daniel Sennheiser. “That’s what defines us”.

    His brother, Andreas Sennheiser, echoed the sentiment, “When we look back on our company history, it’s less about the number of years and more about what we have learned from the past for our future”.

    And what a noisy past it’s been. From the first wireless mic in 1957 to the recent launch of Spectera in 2024—a bidirectional, digital broadband system—Sennheiser has turned tuning forks into sonic revolutions. Spectera stands as the brand’s most daring leap yet in wireless technology, built with the wisdom of decades and customer input.

    The company’s signature creative discontent remains its not-so-secret sauce. Fritz Sennheiser once quipped that engineers need space for “crazy ideas”—a motto that led to the DM 2 mic (1947), the MD 421 (1960), and the open-back HD 414 headphones (1968). The HD 25s (1988) became club favourites, while the HD 800 (2009) thrilled audiophiles, and the HE 1 (2015) reimagined the iconic Orpheus.

    Under Jörg Sennheiser, the brand expanded internationally, capturing stages, studios, and even historic moments. “Our products tell stories of people from all over the world”, said Daniel. “These stories are what bring our technology to life—because they show how sound can touch people”.

    But Sennheiser is not just looking back. It invests over 8 per cent of its turnover annually into R&D, building hybrid hardware-software ecosystems and pushing the limits of sound tech. As Andreas puts it, “Innovation is not a destination, but a path. And on this path, each of our products contains 80 years of experience”.

    Throughout this year, Sennheiser will showcase these legacy milestones online, with behind-the-scenes stories, interviews, and deep dives into the quirks and quirks of its most famous (and failed) innovations. Because sometimes, a product that flopped paved the way for one that rocked the charts.

    For more about its products and anniversary campaign, visit www.sennheiser.com.

  • IPL 18 breaks ad records as brands go full throttle on cricket’s biggest stage

    IPL 18 breaks ad records as brands go full throttle on cricket’s biggest stage

    MUMBAI: India’s favourite cricket carnival isn’t just smashing sixes on the field—it’s delivering knockout punches off it too. According to TAM Sports’ latest “Commercial Advertising Report” for IPL Season 18, ad volumes soared 10.5 per cent over last season, with brands and advertisers pouring into the league like never before.

    Average ad volume per channel per match nudged up by 0.5 per cent, but the real action was in the format. Blink and you’d miss it: sub-10 second spots were the most preferred ad length in IPL 18, overtaking the 11–20 second bracket that ruled in IPL 17. Short and sharp is clearly in.

    IPL 18 introduced over 25 fresh ad categories to the mix—including properties/real estate, branded jewellery, and cellular services—while more than 25 from IPL 17 vanished from the screen (goodbye chocolates and cement).

    The number of advertisers and brands jumped 30 per cent and 29 per cent respectively. Parle Biscuits took the top spot among advertisers (8 per cent share), while Vimal Elaichi chewed up the charts as the most advertised brand.

    Food & beverages led sectoral spends with 36 per cent share, followed by services (23 per cent) and auto (nine per cent). Mouth fresheners remained a favourite, topping both IPL 17 and 18, with ecom-gaming holding steady in third place.

    A total of 186 brands advertised across both regional and national (Hindi + English) sports channels, with Vimal Elaichi emerging as the MVP across language segments. Meanwhile, the likes of Amul and Puravankara focused on national visibility, while brands like Walkmate and Maliban stuck to regional turf.

    The final match of IPL 18 clocked the highest ad volume growth compared to its IPL 17 counterpart, proving once again that cricket’s climax is prime time for marketers.

    As IPL continues to evolve from sport to spectacle, it’s clear advertisers are no longer playing it safe—they’re playing to win, and in ever shorter bursts.

  • Amit Srivastava joins India Chambers to spearhead rural nutraceutical revolution

    Amit Srivastava joins India Chambers to spearhead rural nutraceutical revolution

    MUMBAI: India Chambers has named Nutrify Today CEO Amit Srivastava to the governing board of its Rural Economic Forum, marking a strategic move to turbocharge the One India Project’s rural innovation engine.

    The appointment, announced on 12 June, places Srivastava at the heart of India’s effort to revolutionise its agrarian economy through technology, sustainable practices, and data-driven decision-making. The forum, helmed by India Chambers president & CEO Nitin Pangotra, is set to unleash economic opportunities across the country’s rural heartland.

    Srivastava enters the role with a proven playbook. His work at Nutrify Today—particularly the development of NutrifyGenie AI—has drawn international acclaim. The AI platform, designed for precision in nutraceutical supply chains, now powers research recognised by leading academic publishers such as Elsevier.

    “These homegrown innovations demonstrate India’s emergence as a global nutraceutical science hub”, said Pangotra. “Amit’s dedication to responsible nutritional science and his success in democratising supply chains make him the ideal leader to help us scale this $3 trillion rural food-tech and nutraceutical ecosystem”.

    Srivastava’s mandate includes deploying AI-driven traceability tools for crop sourcing, mobilising smallholder farmers for high-value organic cultivation, and collaborating with institutions like IIT Kanpur and ICMR to develop a national nutritional security infrastructure. He will also help scale GauVan, a carbon sequestration initiative blending sustainable livelihoods with climate resilience.

    India’s nutraceutical sector has grown tenfold in a decade, ballooning from $2 billion in 2015 to $20 billion in 2025, at a CAGR of 13.5 per cent. Srivastava believes the journey is just beginning. “A purpose-driven startup culture has taught us that when the purpose is clear, the path emerges”, he said. “I’m honoured to collaborate with India Chambers, our research partners, and thousands of rural entrepreneurs to accelerate India’s $100 billion nutraceutical mission”.

    Pangotra likened India’s trajectory to the U.S. nutraceutical boom of the early 2000s, stating that India’s pharma legacy and rising biotech clusters now offer it a chance to lead, not follow.

    As Srivastava takes the reins, the Rural Economic Forum aims to transform individual farmers into agri-preneurs and local supply chains into scalable, transparent ecosystems. With the nutraceutical gold rush now underway, India is betting on brains, biotech, and Bharat to lead the way.

  • Fancode locks in Bengal Pro T20 League streaming rights; Shami, Richa Ghosh headline the show

    Fancode locks in Bengal Pro T20 League streaming rights; Shami, Richa Ghosh headline the show

    MUMBAI: India’s cricket summer just got hotter.

    Fancode is all set to exclusively stream the Bengal Pro T20 League starting 11 June. The move brings back-to-back matches, bold strokes, and Bengal’s biggest cricket names directly to mobile screens — and all for a pocket-friendly price.

    The league will feature both men’s and women’s editions, giving equal spotlight to seasoned stars and rising talents. The men’s matches will unfold at the historic Eden Gardens, while the women’s battles will be played at the Jadavpur University grounds. The finals for both editions are slated for 28 June.

    Among the star players, Team India’s pace spearhead Mohammad Shami will don the colours of Sharchi Rarh Tigers. Former Bengal skipper Manoj Tiwari, young gun Abhishek Porel, and seamer Mukesh Kumar are also part of the mix. Not to be outdone, the women’s tournament features marquee names like Richa Ghosh, Hrishita Basu, and Saika Ishaque.

    The men’s league will see eight franchises in the fray: Kolkata Royal Tigers, Adamas Howrah Warriors, Rashmi Medinipur Wizards, Rarh Tigers, Malda Sobisco Smashers, Murshidabad Kings, Harbour Diamonds, and Servotec Siliguri Strikers.

    The women’s division mirrors that with teams including Rarh Tigers, Servotec Siliguri Strikers, Rashmi Medinipur Wizards, Adamas Howrah Warriors, Lux-Shyam Kolkata Tigers, Harbour Diamonds, Murshidabad Queens, and Sobisco Smashers Malda.

    Fancode’s coverage comes loaded with digital perks. Fans can enjoy interactive overlays, instant highlights, and customised match access — allowing them to pay only for the games they want. The pricing is just as aggressive as the cricket: match pass at Rs 25, full men’s edition at Rs 99, and the women’s full pass at Rs 69.

    “We’re bringing Bengal cricket to every screen with features built for today’s fan”, said Fancode spokespersons. With this exclusive tie-up, Fancode continues to strengthen its position in regional sports streaming, delivering high-octane tournaments that blend local fervour with a global digital touch.

  • Blinkit hits Bengaluru’s IPL nerve with cheeky outdoor campaign blitz

    Blinkit hits Bengaluru’s IPL nerve with cheeky outdoor campaign blitz

    MUMBAI: Blinkit has rolled out a tongue-in-cheek outdoor campaign across Bengaluru, perfectly timed with the city’s obsession of the season—IPL cricket.

    In a partnership with OOH agency The Local Talk, Blinkit plastered the Garden City with snappy one-liners that cleverly fuse cricket jargon with its 10-minute delivery promise. From traffic-heavy junctions to tech park corridors, the campaign has turned the streets into Blinkit’s playground of puns.

    While most brands swing for sixes during IPL season, Blinkit chose to charm fans with a straight drive through humour and cultural relevance. The creatives score on both wit and timing, echoing the brand’s penchant for being at the right place, at the right time, with the right tone.

    “At The Local Talk, we believe in creating campaigns that not only deliver visibility but also spark conversations. With Blinkit’s witty take on cricket during the IPL season, we’ve been able to bring humour and relevance together across Bengaluru’s busiest spots. It’s been exciting to execute a campaign that truly connects with the city’s cricket-loving spirit”, said The Local Talk director Anil Soni.

    This cheeky outdoor campaign is just the latest example of Blinkit’s agile brand marketing playbook, capitalising on pop culture and cricket fever to stay top of mind. Known for its meme game and fast-footed digital content, the brand has now found a sweet spot between billboards and banter.

    Blinkit continues to evolve beyond just a delivery platform, leaning hard into moments that matter to its user base. In Bengaluru, where cricket is nothing short of a religion, the brand didn’t just hit the ball out of the park—it delivered it in 10 minutes flat.

  • Shemaroo’s Father’s Day film tugs heartstrings with a downpour of silent sacrifices

    Shemaroo’s Father’s Day film tugs heartstrings with a downpour of silent sacrifices

    MUMBAI: Some superpowers don’t make noise.

    They just hold the umbrella and quietly step into the storm.

    This Father’s Day, Shemaroo Entertainment handed the spotlight to dad—the family’s emotional backbone—with a poignant short film under its new campaign #UnderHisUmbrella.

    The film, crafted around a rainy-day metaphor, captures a father leaving shelter so his wife and daughter remain dry. He says nothing, demands nothing. But the gesture hits home. The moment becomes a symbol for a father’s enduring role in Indian households—stoic, quiet, and unyieldingly protective.

    Shemaroo Entertainment launched the film on 13 June, drawing attention to the small sacrifices that often go unnoticed but shape every Indian family. Unlike the usual parade of Father’s Day commercials filled with overt gestures, Shemaroo went with subtlety.

    The result?

    A powerful tug at the heart.

    “For over 60 years, Shemaroo Entertainment has been telling stories that reflect the heart of Indian families. With #UnderHisUmbrella campaign, we continue that legacy, celebrating the fathers who often remain in the background yet form the backbone of the family. Their strength lies in their silence and their love in small acts of care. This campaign is a tribute to that unspoken emotional bedrock”, said Shemaroo Entertainment Ltd COO Arghya Chakravarty.

    The campaign wasn’t just a tearjerker. It worked as a brand strategy.

    “From a strategic perspective, this initiative allows us to connect deeply with our audience on an emotional level. We recognize the profound yet often understated role that fathers play in every household. The #UnderHisUmbrella campaign is our way of celebrating that universal truth. The visual metaphor of an umbrella represents security, warmth, and selflessness. By bringing this to life in a relatable context, we hope to spark recognition and appreciation for the unsaid ways fathers protect and nurture”, said Shemaroo Entertainment Ltd CMO Anuja Trivedi.

    Backed by Shemaroo’s social media platforms like YouTube and LinkedIn along with their long-standing brand ethos ‘India Khush Hua’, the film strengthens the company’s legacy of heartfelt storytelling. The message is simple-sometimes, love doesn’t roar; it quietly shelters.

    Watch the campaign film here: