Blog

  • Denim with a Kick Vidyut Jammwal joins Spykar for bold new ‘Chico’ fit

    Denim with a Kick Vidyut Jammwal joins Spykar for bold new ‘Chico’ fit

    MUMBAI: He’s kicked villains in mid-air, scaled walls like they’re gym equipment and now, Vidyut Jammwal is doing high-flying fashion too.

    In a move that spells style with swagger, homegrown denim giant Spykar has roped in action hero and fitness icon Vidyut Jammwal as the face of its latest campaign for Chico, the brand’s most desirable denim fit. Described as confident, relaxed, and engineered for comfort, the Chico fit is all about freedom of movement without compromising on sharp aesthetics qualities that make Vidyut the perfect match.

    “Spykar represents a mindset, one that’s confident, original, and unapologetically expressive. Joining the Spykar community felt like a natural fit for me, and being part of the Chico campaign is an exciting way to celebrate style with purpose. Chico is not just about denim, it’s about freedom, strength, and owning your space with pride,” said Jammwal.

    The Chico fit sits at the intersection of form and function crafted from premium stretch denim, tailored with a relaxed silhouette, and designed for breathability and performance. Whether you’re running errands or running parkour (à la Vidyut), these jeans are built to move with you.

    Spykar CEO and co-founder Sanjay Vakharia added, “Spykar has always spoken the language of denim i.e. expressive, unapologetic, and relentlessly authentic. With Vidyut joining our community, we’re not just adding a face; we’re amplifying a mindset. Chico represents everything a denim universe requires style, performance, and purpose.”

    The campaign celebrates the rise of a fashion-forward, purpose-led generation, one that chooses comfort without compromising on individuality. With its Rs 2,000 price point and mass-appeal silhouette, Chico is more than a fit, it’s a flex.

    Spykar, known for being tuned into India’s evolving youth culture, positions this launch as more than a fashion drop. It’s a statement about style, power, and living unapologetically. With Vidyut’s all-action persona and Spykar’s cool credentials, it’s clear: denim just got a whole lot daring.

  • The Script Room swings for the fences with 32 IPL ad films for Groww, PhonePe, My11Circle and PaperBoat

    The Script Room swings for the fences with 32 IPL ad films for Groww, PhonePe, My11Circle and PaperBoat

    MUMBAI: In a thunderous IPL innings, Bengaluru-based creative powerhouse The Script Room knocked it out of the park with 32 ad films across four marquee brands—Groww, PhonePe, My11Circle and PaperBoat—cementing its status as a storytelling ace in India’s busiest ad season.

    From small-town dreams to nostalgic sips and meme-worthy jingles, the indie shop blended creativity with cultural cues to deliver high-impact campaigns that stood tall amid the IPL blitzkrieg.

    Groww’s six-film campaign saluted New India’s many shades of progress—whether it’s moving cities or moving mindsets. Rooted in personal triumphs and quiet ambitions, the ads painted a relatable canvas of growth, far removed from the stock market ticker clichés.

    PaperBoat Swing, meanwhile, served up a refreshing double with two warm, wistful films that stirred up childhood memories and the simple joy of coconut water. The nostalgic whiff came with the poetic touch of Gulzar saab, no less—produced by the same team that gave the brand its soul years ago.

    PhonePe brought back its fan-favourite ‘PhonePe Girl’ with a 10-ad blitz, proving tech doesn’t have to talk like tech. Instead, it danced through daily life—charming its way through everything from paying bills to booking cabs. The 20-seconders were zippy, cheeky, and bang on brand.

    Then came My11Circle, crashing in with a “baith ja” banger. With a cheeky twist on the classic Aaja Meri Gaadi Mein Baith Ja, the campaign’s jingle “Aaja Meri Circle Mein Aaja” became an earworm—and a meme sensation. With 14 snappy spots and a swag-loaded positioning, it called out to the game-chasers and glory-hunters alike.
    The numbers? Millions of views, strong TV presence, digital domination, and social media amplification. My11Circle doubled down with influencers and celebs to push the pedal on reach.

    The Script Room cofounder Ayyappan Raj said, “IPL has always been super prime time for us. While it’s a big sporting event, it’s also India’s biggest media event. And since we are focussed only on films many clients reach out to us for sharp thinking, simple-yet-insightful stories, in short formats. We had a very good run this year at IPL with superb work for PhonePe, My11Circle, Groww and PaperBoat. My11Circle audio-track is a massive hit and is already part of meme culture. Groww story of a man choosing to work from a small town is one of my favourite films. Thanks to our collaborators Vinil Mathew, Vasan Bala, Shakun Batra and Shirsha Guha Thakurta, and our writing partners Sainath, Shivani, Mihul for bringing alive all of these stories in the best possible form.”

    The Script Room cofounder Ramsam added:  “IPL is all about capturing attention in the shortest possible time and that’s where our strength lies – storytelling that’s sharp, engaging, and quick. In fact, our very first IPL campaign in 2019 was a series of 10 short films for Netflix, played episodically over consecutive adbreaks.”

    He added, “Also most IPL briefs are quite focused, after all, it’s the most premium advertising slot. Over time, with repeated collaborations across IPL seasons, we’ve found our rhythm with brands. We focus on life insights, simplicity, and always try to think like the consumer, not just as advertisers. That helps the stories land better.”

    With directors like Vinil Mathew, Vasan Bala, Shakun Batra, Shirsha Guha Thakurta, and writers Sainath, Shivani, Mihul behind the camera, The Script Room’s IPL 2025 showreel is a mic-drop moment for India’s indie ad scene.

    Watch the highlights:

    Groww
    Film 1 | Film 2 | Film 3

    PaperBoat
    Film

    My11Circle
    Film 1 | Film 2

    PhonePe
    Film

     

  • Sole survivor Adidas Launches Adizero Evo SL to sprint ahead of the pack

    Sole survivor Adidas Launches Adizero Evo SL to sprint ahead of the pack

    MUMBAI: Why just hit your stride when you can turn heads while doing it? Adidas has laced up for a high-speed style statement with the launch of the Adizero Evo SL, a sleek new entrant in the running game that blends the pace of a racer with the polish of a fashion-forward trainer. Built to give everyday runners a slice of elite performance, the Evo SL takes design cues from the brand’s game-changing Adizero Adios Pro Evo 1, but at a more accessible price point.

    Set to drop on 30th May 2025 for Rs 15,999, the shoe is engineered for fast training runs and just as ready for the ‘Gram as it is for a sprint.

    Minimalist in style but maximalist in intent, the Evo SL features clean white uppers slashed with adidas’ iconic three black stripes, a blur when the runner kicks into high gear. But it’s what’s under the hood that really delivers.

    The full-length Lightstrike Pro midsole gives the shoe its featherweight rep tipping the scales at just 188g for women and 224g for men making it the lightest trainer in adidas’ running arsenal. Unlike its race-day cousins, it skips stiffening elements for a more responsive, cushioned ride.

    Breathability and comfort are also stitched into the mix with an engineered mesh upper, providing airflow and targeted support right where you need it most.

    With the Evo SL, Adidas isn’t just selling a shoe, it’s democratising the speed game, bringing the signature Adizero punch to runners who want style, substance, and split times to match.

    Available online and via the adidas flagship app, this one’s not just for the finish line, it’s built to make every run feel like race day.

  • Pickled in action as Mumbai serves first smash of Picklebay India tour

    Pickled in action as Mumbai serves first smash of Picklebay India tour

    MUMBAI: Rackets up, Mumbai, the pickleball party is about to begin. India’s first all-in-one pickleball platform, Picklebay, is stepping onto the court with the opening leg of its India Tour, scheduled from 31 May to 1 June, 2025. From amateurs to aces, teens to the 35 plus crowd, the event promises a rally of talent across singles, doubles, mixed, and age-group categories, making it one of the country’s most inclusive sporting formats.

    This isn’t just a tournament, it’s a slice of sport, culture, and community, served with a digital edge and a side of pancakes.

    “We’re excited to launch the tour in Mumbai, a city that perfectly captures the spirit of this new-age sport,” said Picklebay founder & CEO Siddhant Jatia. “This is more than a tournament. It’s a platform for community, culture, and the future of pickleball in India.”

    The Mumbai leg is powered by a colourful squad of youth-first brands:

    ●    Yaba (equipment partner)

    ●    The Wellness Co (wellness partner)

    ●    Plum Goodness (skincare partner)

    ●    Total Sports and Fitness (retail partner)

    ●    Franklin X-40 (official match ball sponsor)

    ●    99 Pancakes (dessert partner, for post-match sweet tooth)

    But the real tech MVP is Picklebay’s digital backbone, which ensures real-time fixtures, scoring, and updates eliminating chaos and amplifying the competitive spirit. The seamless platform makes the sport more accessible and enjoyable, especially for India’s growing tribe of urban recreational athletes.

    With the pickleball wave growing louder across India’s metros, this tour could be the ace that brings the game mainstream. And as Mumbai gets ready to smash, volley, and spin its way through the weekend, one thing’s clear Picklebay is here to play.

  • Breaking News18 tops charts with highest hindi news viewership

    Breaking News18 tops charts with highest hindi news viewership

    MUMBAI: Mic drop in the newsroom News18 India has just dialled up the decibels and claimed top honours in the Hindi news genre. According to the latest BARC data (Week 20’25), News18 India has emerged as the most-watched Hindi news channel, notching up 119124 AMA’000s and pulling ahead of long-time rival Aaj Tak, which recorded 117819 AMA’000s. The numbers are part of a fierce race in the Hindi-speaking markets (HSM), where channels jostle for attention 24×7.

    Rounding out the top five are TV9 Bharatvarsh (103286 AMA’000s), Republic Bharat (93207), and Zee News (87641). (Source: BARC | Metric: AMA’000s | TG: NCCS All 15 plus | Period: Week 20’25, 24 Hours, All Days | Market: HSM)

    What’s fuelling this newsroom juggernaut? A combination of hard-hitting reportage, high-decibel debates, and a trusted team of anchors including Kishore Ajwani, Amish Devgan, Rubika Liyaquat, Prateek Trivedi, and Aman Chopra. The channel’s programming dives deep into issues that matter, delivering perspectives that resonate with viewers from every corner of the country.

    News18 India attributes its continued rise to “factual, credible, and accurate coverage” qualities that seem to be striking a chord with the increasingly discerning Hindi news audience.

    Backed by an extensive on-ground reporter network, the channel ensures it’s not just first with the news, it’s everywhere the news is. From political showdowns to ground reports, News18 India is holding the mic and the momentum.

  • Dialling into decline RCom posts heavy losses amid ongoing insolvency

    Dialling into decline RCom posts heavy losses amid ongoing insolvency

    MUMBAI: The lines are anything but clear at Reliance Communications (RCom), which dialled in a staggering consolidated loss of Rs 8,125 crore for the financial year ended 31 March 2025. With the telecom player still navigating the turbulent waters of insolvency, its latest audited results tell a tale of debt, deferred dreams, and deepening losses.

    Under the shadow of ongoing corporate insolvency proceedings since 2019, RCom’s affairs remain under the management of resolution professional Anish Niranjan Nanavaty. In a disclosure to stock exchanges, the company reported a loss of Rs 162 crore from continuing operations and an even steeper Rs 7,963 crore loss from discontinued operations, which include legacy telecom assets like spectrum, towers, and fibre assets still listed at 2018 valuations and now held for sale.

    Operating income slumped to Rs 278 crore for the year, against expenses of Rs 440 crore. The auditors, however, weren’t convinced everything adds up.

    The audit report issued by Pathak H.D. & Associates LLP is riddled with red flags from non-provisioning of interest on borrowings and foreign exchange fluctuations, to unauthorised asset sales and unresolved willful default allegations. “Had the interest and foreign exchange variation been provided,” the auditors note, “the reported loss would have been higher by Rs 5,110 crore, and the net worth lower by Rs 37,573 crore.”

    What’s more, RCom continues to default on statutory dues and has not implemented Ind AS 116 for lease accounting,  a miss that auditors flagged yet again.

    Even as a resolution plan remains pending before the NCLT and the Supreme Court battles over spectrum liabilities drag on, RCom maintains it has prepared its books on a ‘going concern’ basis. A claim auditors aren’t entirely buying, given the sustained erosion in net worth, which now stands at negative Rs 69,204 crore.

    Amidst it all, resolution efforts have hit pause. Applications to migrate telecom licences remain stuck in litigation. Multiple petitions before the NCLT, TDSAT, and the Supreme Court including the AGR dues dispute continue to cloud the future of RCom and its affiliates.”

    As India’s telecom landscape moves ahead with 5G and AI-driven innovations, RCom remains tethered to unresolved past dues and legal quicksand. Whether it can ring in a revival or continue to be stuck in voicemail remains a question only the courts and creditors can answer.

  • Sunfeast’s new cookie shines bright with butter, glaze and mother’s love

    Sunfeast’s new cookie shines bright with butter, glaze and mother’s love

    MUMBAI: Turns out, a mother’s love isn’t the only thing that leaves you glowing, Sunfeast’s new cookie does too. ITC Sunfeast Mom’s Magic has just launched Shines, a shiny butter cookie glazed to golden perfection, and it’s got more than just sugar on top, it’s sprinkled with emotion, nostalgia, and warmth. With a delicate sugar coating and eight crispy layers, Shines promises a melt-in-mouth indulgence designed to add sparkle to everyday snacking.

    And bringing this cookie’s story to life is veteran actress Nadhiya Moidu, who stars in the brand’s latest TVC, marking the product’s debut with a poignant tale of maternal support. In the film, Nadhiya plays a mum who sweetly nudges her daughter’s dreams forward convincing her traditional father-in-law to let the young girl pursue chess training in Chennai. As she gently glazes a butter cookie, the message is clear: a mother always finds a way to make her child shine.

    “At Sunfeast, we believe in constantly innovating to craft differentiated offerings that bring unique sensorial experiences to our consumers,” said ITC Ltd chief operating officer for Biscuits and Cakes Cluster Ali Harris Shere. “Shines’ is our way of elevating the taste of a classic cookie experience and establishing a new vision for cookies altogether. By introducing a light & crunchy cookie, we are challenging the status quo and redefining what indulgence can look like. We are confident that butter cookie lovers will relish this innovation and make it a cherished part of their snacking routine.”

    Backed by Ogilvy Bangalore, the campaign builds on Mom’s Magic’s longstanding theme of mothers as everyday superpowers.

    “Mothers will do whatever it takes to make their children shine, and their love never becomes an obstacle; in fact, it fuels them to take the road less travelled,” said Ogilvy Bangalore chief creative officer Puneet Kapoor.

    Currently available across Andhra Pradesh and Telangana, Mom’s Magic Shines comes in two sizes 44g for Rs 10 and 128g for Rs 35 with packaging that mirrors the cookie’s polished finish. It’s a simple treat that wraps a little magic, a lot of love, and just enough glaze to make every bite feel like home.

    With this launch, ITC continues its run of crafting not just snacks, but stories that stick, one crunchy layer at a time.

  • Infinix Levels Up with True Rippers for a Power-Packed BGMI Partnership

    Infinix Levels Up with True Rippers for a Power-Packed BGMI Partnership

    MUMBAI: It’s game on in the world of mobile Esports and Infinix just hit a headshot with this one. In a move that fuses silicon with swagger, smartphone brand Infinix India has teamed up with one of the country’s top BGMI (Battlegrounds Mobile India) outfits, True Rippers. The team will now compete under the newly minted moniker Infinix True Rippers, marking Infinix’s maiden foray into the Esports arena and its first-ever global Esports team collaboration.

    This strategic alliance comes ahead of Infinix’s June 3 launch of the GT 30 Pro, a gaming-ready smartphone with 120 FPS BGMI certification and dual gaming shoulder triggers an Indian segment-first. With this hardware-meets-hustle partnership, Infinix is aiming squarely at India’s Gen Z gaming cohort, where play isn’t just pastime, it’s purpose.

    “At Infinix, we’re not just witnessing the gaming revolution, we’re driving it,” said Infinix India CEO Anish Kapoor. “Teams like True Rippers are the driving force behind India’s growing Esports culture. Our collaboration is rooted in a shared belief that gaming in India is more than just play; it’s a powerful aspiration for the youth… Together, we’re setting the stage towards strengthening the Indian Esports ecosystem.”

    Currently, Infinix True Rippers is battling it out in BMPS 2025, an invite-only Krafton-hosted tournament that wraps with a finale in New Delhi next month. The team’s form is impressive, having placed sixth at the BGIS in Kolkata just weeks ago.

    The roster includes:

    1    Gunjan Thakur aka Jelly
    2    Swaraj Singh aka KioLmao
    3    Ngurang Takar aka Ninzae
    4    Samuel Nabam aka SAM

    But this partnership isn’t just about trophies, it’s about storytelling. True Rippers will co-create content with Infinix, plugging directly into the lifestyle and aspirations of Indian gamers.

    “We’re thrilled to partner with Infinix, a brand that shares our vision for trendy storytelling and performance excellence,” said True Rippers CEO Yashwanth AR. “This carefully curated collaboration is a step towards redefining how brand narratives can go beyond conventional naming rights deals.”

    With 454 million gamers in India in 2023 (expected to hit 730 million by 2028), and BGMI contributing heavily to this boom, the Infinix–True Rippers union couldn’t have come at a better time.

    Earlier this year, BGIS 2025 notched a peak concurrent viewership of 485,132 and over 9.4 million watch hours, according to Esports Charts. It’s proof that this isn’t just about games, it’s about culture, community, and carving out a space in a booming economy of attention.

    With GT 30 Pro on deck and True Rippers on fire, this duo is ready to take the leaderboard and Indian gaming to the next level.

  • Scroll no more RunnTV streams ahead in instant entertainment game

    Scroll no more RunnTV streams ahead in instant entertainment game

    MUMBAI: Stuck in scroll purgatory again? RunnTV says it’s time to run from decision fatigue and straight into effortless binge mode. In a world where OTT fatigue is real and growing, RunnTV is ditching the dilemma with a cheeky new campaign that asks the eternal question: “Kab tak karoge scroll?”

    The digital-first push, launched across platforms, taps into a pain point that every streamer knows too well wasting minutes (sometimes hours) scrolling for something to watch, only to give up or rewatch the same old comfort show. The campaign’s ad films nail the mood: a remote-flipping viewer visibly exhausted by choice paralysis, a mobile scroller stuck in a never-ending loop both rescued by one smart switch to RunnTV.

    As India’s first independent FAST (Free Ad-supported Streaming TV) platform, RunnTV delivers lean-back, linear entertainment without the hassle of choosing. No subscriptions. No painful decisions. No more doomscrolling. Just tap in and zone out.

    The platform features a curated mix of live TV-style channels from movies, music, short films, and kids content to news and infotainment. RunnTV also auto-personalises your viewing experience based on your habits adjusting language, sequencing and channel preferences all while you watch.

    “We wanted to show people what they feel daily,” says the RunnTV marketing team. “The average user spends over 20 minutes daily just trying to decide what to watch. RunnTV is the antidote to that fatigue.”

    The campaign positions RunnTV not just as another app, but as a refreshing fix in an overcrowded OTT landscape. Whether you’re a casual viewer, serial scroller or a full-blown binge beast the message is clear: skip the search, ride the Runn.

    Available across TV and mobile, RunnTV doesn’t require a login but recommends one for a more customised feed. And with its no-subscription, ad-supported model, it’s aiming squarely at OTT-weary users across India who just want to watch something anything now.

    So, next time you find yourself endlessly scrolling through thumbnails, remember: entertainment shouldn’t feel like work. With RunnTV, it’s one tap and done.

  • Cyber villains multiply their mischief as web attacks surge by a fifth

    Cyber villains multiply their mischief as web attacks surge by a fifth

    MUMBAI: The internet’s dark side got considerably darker in 2024, with web application and API attacks surging by 21.4 per cent to a staggering 887.4 billion attempts globally, according to CDNetworks’ latest State of WAAP Report. If that sounds like a lot, it is—roughly 1.52 billion attacks were thwarted daily throughout the year. That makes it almost a trillion attacks in total in just one year alone. 

    The cybercriminal economy is booming, and artificial intelligence has become both sword and shield in this digital arms race. Terabit-level DDoS attacks—the sort that can flatten entire digital infrastructures—increased nearly tenfold compared to 2023, with 219 such behemoths recorded. Most alarmingly, 86 per cent of these mega-attacks lasted longer than 10 minutes, suggesting attackers have ditched the old hit-and-run playbook for prolonged sieges.

    Gaming platforms bore the brunt of this digital violence, accounting for 57.38 per cent of network-layer DDoS attacks. The sector’s misfortunes peaked with a bone-crushing 2 terabit-per-second assault in March and an application-layer attack exceeding 31 million requests per second in June. As one CDNetworks engineer put it, these weren’t just attacks—they were “digital carpet bombings.”

    E-commerce sites found themselves equally besieged, with bot attacks against online retailers skyrocketing from 18 per cent to 46.2 per cent of all bot traffic. The culprits? Sophisticated scalping bots that have evolved into integrated systems capable of mimicking human behaviour across multiple stages—from login to payment processing. These aren’t your grandmother’s clunky web scrapers; they’re AI-enhanced digital locusts that adapt to security measures in real-time.

    The rise of generative AI has democratised cybercrime, lowering the barrier to entry for would-be digital marauders. CDNetworks’ platform detected a 114.7 per cent year-over-year increase in blocked bot traffic intercepted by its AI-powered defences. The message is clear: if you’re not using AI to defend yourself, you’re bringing a knife to a gunfight.

    API security emerged as another Achilles’ heel, with attacks surging 147 per cent. Most troubling, 78 per cent of these attacks occurred after user authentication—suggesting that once hackers get past the front door, they’re often free to ransack the digital house. Traditional security models that focus solely on perimeter defence are proving woefully inadequate.

    The assault wasn’t evenly distributed. Gaming, e-commerce, and media & entertainment sectors topped the target list, with attackers showing a particular fondness for disrupting digital experiences during peak usage periods. The fourth quarter saw a concentration of attacks, with cybercriminals capitalising on holiday shopping seasons and major game releases.

    HTTP protocol violations accounted for 71 per cent of web vulnerabilities exploited, reflecting a 12.17 per cent increase year-over-year. Meanwhile, the humble Syn flood attack remained the weapon of choice for DDoS perpetrators, accounting for 43 per cent of all attacks—proof that sometimes the old ways are still the best ways.

    Not all the news was grim. CDNetworks’ AI-powered bot management successfully blocked 67 per cent of malicious bot traffic in 2024, up from just 40 per cent in 2023. The platform’s crowning achievement came on 1 October, when it successfully mitigated a massive attack targeting a major browser game platform in Southeast Asia—a 1.24 terabit assault at the network layer and over one million queries per second at the application layer—with zero downtime.

    The report’s recommendations read like a cybersecurity manifesto: phase out single-layer protection strategies, invest heavily in AI capabilities, prioritise unified WAAP platforms over siloed tools, elevate API security from afterthought to centrepiece, and partner with providers offering end-to-end support.

    As one CDNetworks executive noted: “The days of reactive cybersecurity are over. In 2024, we saw attackers using AI to probe 50,000 API endpoints in a single operation, boosting attack efficiency by up to 40 times. The only way to fight AI is with better AI.”

    The message for businesses is stark: adapt or become another statistic. With cyber-attacks showing no signs of slowing and AI making both attackers and defenders more capable, the digital Wild West is only getting wilder. The question isn’t whether your organisation will be targeted—it’s whether you’ll be ready when the digital desperados come calling.