MUMBAI: Bad hair days just lost their drama. Streax, from the house of Hygienic Research Institute pvt ltd (HRIPL), has signed Bollywood’s sunshine girl Sara Ali Khan as the face of its Streax Shine Hair Serum, launching the sparkling new campaign “Frizz Gone, Smooth Shine On.”
With her youthful charm, quick wit, and effortless sense of style, Sara mirrors Streax’s promise of helping women “shine on” with confidence. The new TVC captures everyday moments where frizz strikes windy rooftops, chaotic commutes, surprise selfies and flips them into smooth, glossy, camera-ready looks with just a quick touch of the serum.
Enriched with Walnut Oil and Vitamin E, Streax Shine Hair Serum is known for its ability to instantly tame frizz while adding smoothness and radiant shine. Available in pack sizes of 45 ml, 100 ml, and 200 ml, the serum is designed for every occasion whether a casual college day or a red-carpet evening. The Streax haircare range extends further to Frizz Control Hair Serum, Heat Protect Spray, and Moisture Boost Spray, offering tailored solutions for every hair need.
“Sara Ali Khan is the perfect face to front the Streax movement where haircare is not just about products but about confidence and everyday style,” said HRIPL sr. VP of marketing Priyanka Puri. “Frizz Gone, Smooth Shine On brings alive the idea that frizz can strike anyone, anywhere, and Streax Shine Hair Serum is a simple, everyday solution that transforms frizz into smooth, shiny, camera-ready hair in an instant.”
Adding her own sparkle, Sara Ali Khan said: “I’m truly excited to join the Streax family! For me, hair isn’t just about style, it’s about confidence and self-expression. What I love about Streax Shine Hair Serum is how it instantly adds shine and smoothness, making every look feel complete.”
With this campaign, Streax isn’t just selling a product; it’s amplifying a philosophy confidence as style, everyday radiance as empowerment. By placing Sara Ali Khan at the heart of this movement, Streax aims to inspire women across India to embrace their shine, whether they’re stepping into a boardroom, a classroom, or onto a dance floor.
From battling frizz to flaunting gloss, the message is clear: with Streax Shine Hair Serum, every woman can shine on boldly, beautifully, and instantly.
MUMBAI: Amazon MX Player’s Realme Hip Hop India Season 2 has cemented its place as the country’s biggest unscripted success story of the year. As per Ormax Media’s latest ranking of the Top 50 OTT Originals for H1 2025, the show emerged as India’s most-watched reality series, and the only one to trend for 11 consecutive weeks on Ormax’s weekly list of top OTT web shows.
Season 2 brought India’s underground hip-hop dance movement into the mainstream with over 25 million unique viewers tuning in to witness raw talent, breakout performances, and deeply personal journeys. The series was anchored by judges Remo D’Souza and Malaika Arora, and amplified with appearances by leading personalities including Rajkummar Rao, Abhishek Bachchan, Raftaar, Sara Ali Khan, Munawar Faruqui, Aditya Roy Kapur, and Rohit Shetty, making it one of the most high-profile reality shows of the year. The finale crowned Shubhankar Gawde as India’s second hip-hop dance champion, capping off a season that redefined youth entertainment.
Speaking on the show’s success, Karan Bedi, Head, Amazon MX Player, said: ‘Hip Hop India Season 2 stood at the intersection of culture, content, and commerce. It brought a powerful subculture into the mainstream and gave brands a credible, high-engagement platform to connect with young India. The response has been phenomenal both in terms of viewership and brand resonance.’
The show raised the bar for branded content integrations and co-marketing at scale. Alongside title sponsor Realme, brands like Sprite, Tuborg, Pokémon, Spotify, and SpiceJet joined the movement in highly engaging ways. From innovative in-show integrations, immersive media ads, on-site and social media led gamification, to in-flight co-branding, Pokémon-themed dance acts, Spotify playlist integrations, the show created a high-impact ecosystem where brand narratives blended seamlessly with cultural moments.
Echoing the sentiment, Amazon MX Player director and head of content, Amogh Dusad added, ‘With Realme Hip Hop India Season 2, we set out to showcase hip-hop not just as a dance form, but as a cultural voice. This season’s response proves that authenticity, when paired with relevance, wins big. We’re proud to see the franchise has become both a fan obsession and a brand magnet.’
MUMBAI: Mumbai had its fashion radar dialled to high style as Tommy Hilfiger touched down in the city on 15 April 2025, blending American chic with Hindi cinema glitter. The day saw Mumbai’s fashion elite and top celebrities mingling amid bold styles and vibrant banter, underlining the designer’s deepening ties with India’s fashion capital.
Hilfiger’s day kicked off at the Tommy Hilfiger store at Jio World Drive in Bandra Kurla Complex, Mumbai’s go-to luxe address. He joined a lively panel discussion with actress and philanthropist Manushi Chhillar and creative dynamo Sarah-Jane Dias. The trio exchanged insights on global style trends and cultural interplay, much to the delight of fashion enthusiasts.
As night fell, the fashion fiesta moved to the iconic Taj Chambers at the Taj Mahal Palace Hotel. With views of the Arabian Sea and Gateway of India, the dinner was an intimate affair, brimming with glamour and cultural flair. Hindi cinema A-listers such as Karan Johar, Sara Ali Khan, Ibrahim Ali Khan, Aditya Roy Kapur, cricketer Shikhar Dhawan, and singer Guru Randhawa added star wattage to the exclusive guest list.
Infused with Hilfiger’s hallmark energy and a splash of Mumbai’s unique style quotient, the evening highlighted the designer’s commitment to India’s vibrant fashion and entertainment landscape.
Mumbai: Bollywood actor and wellness enthusiast Sara Ali Khan is set to host her first-ever wellness and yoga retreat for up to four guests at a serene Airbnb in Goa. Nestled amidst the lush greenery of the sunshine state, this exclusive retreat promises a rejuvenating escape focused on holistic wellbeing, mindfulness, and relaxation.
For the retreat, Sara Ali Khan will curate and lead a bespoke yoga session, sharing her passion for fitness and wellness. Guests will experience yoga in a tranquil, nature-inspired sanctuary while gaining insights into Sara’s personal wellness rituals and practices.
“I’m really excited to welcome guests to this special wellness and yoga retreat in Goa, only on Airbnb. Surrounded by nature’s beauty, we’ll focus on nourishing the mind, body, and soul while creating meaningful memories together. It’s an opportunity to unwind, reconnect, and embrace life’s simple pleasures in an unforgettable setting,” Sara shared.
Bookings for this one-of-a-kind experience open on 27 November 2024, at 10 AM IST. The retreat, listed for Rs 0 on Airbnb, offers an unparalleled opportunity for wellness seekers and fans to connect with the star in an intimate and serene environment.
This collaboration aligns with Airbnb’s 2022 Memorandum of Understanding (MoU) with the Goa tourism department, which promotes Goa as a destination that extends beyond its beaches, focusing on its hinterlands and homestay ecosystem. The initiative supports wellness tourism, an emerging trend among Indian and international travellers seeking cultural and tranquil getaways.
“We are ecstatic to welcome Sara as Airbnb’s latest host. With Indian travellers increasingly seeking unique, immersive experiences, combined with Bollywood’s influence as a cultural phenomenon, this retreat promises to be extraordinary,” said Amanpreet Bajaj, Airbnb’s General Manager for India, Southeast Asia, Hong Kong, and Taiwan.
Government of Goa, minister for tourism, Rohan Khaunte remarked, “Goa’s evolution as a wellness destination highlights the state’s incredible diversity. In partnership with Airbnb, we are committed to promoting Goa as a harbour for high-quality tourism and experiences that travellers can cherish.”
Embark on a Wellness Getaway with Sara Ali Khan by booking this retreat and experiencing an unforgettable journey of relaxation and mindfulness.
Mumbai: Following the success of last year’s campaign, ACKO has launched the second edition of its car insurance campaign, again featuring the father-daughter duo Saif Ali Khan and Sara Ali Khan.
Conceptualised by Leo Burnett, the campaign continues to challenge conventional views of car insurance and offers a new perspective on the insurance buying and usage process. It addresses common concerns in the insurance business, such as the misconception that insurance must be purchased from the car dealer when buying a new car. The ad films also highlight the confusion caused by numerous calls and varying prices during renewals. ACKO’s straightforward renewal process allows customers to see the price, understand coverage, and renew easily.
The campaign also showcases value-added services available on the ACKO app, including paying traffic challans and checking car resale value, enhancing the overall customer experience.
Speaking about the campaign, ACKO CMO Ashish Mishra shared, “ACKO’s auto business experienced a breakout year in FY’24, with demand significantly surpassing previous benchmarks. The Saif & Sara campaign helped in landing what could be boring car insurance messages in a quirky yet informative manner.” He added, “We are absolutely delighted to bring this dynamic duo back on screen. I am happy that we have stuck to our core principle of having humor in our advertising. The campaign has come out really well and I am sure our customers will love watching them as well as benefit from new information that we are trying to communicate.”
“Saif and Sara embody the new-age father-daughter dynamics where we see the younger generation teaching the older gen how to embrace technology for good. In our case, car insurance is traditionally seen as a dealer/agent driven process, and ACKO is transforming this with its value-added services which make insurance in the modern day more valuable. Our films leverage the bond between Saif and Sara; keeping the signature ACKO humor and lighthearted approach to addressing important insurance-related issues for consumers,” said Leo Burnett South Asia chief creative officer Vikram Pandey (Spiky).
The ad films are live and will be promoted across various platforms, including television, social media, OTT, and digital channels. The campaign’s media mix, which also includes radio and OOH, has been strategically selected to align with the tone and message of the films, ensuring broad reach and impact with the target audience.
Mumbai: Shopsy hyper-value platform, launched its latest campaign ‘Apna Swag, Bina Brand Tag’ starring brand ambassador Sara Ali Khan. The campaign centres around the value-conscious Bharat consumers’ tendency to stretch their rupee to get the best product quality and style in their budget. The campaign challenges the perception that lower prices equate to lower quality. With this ad film, Shopsy positions itself as the ultimate destination that can provide good quality for a much lesser price, as customers do not have to pay for mark-ups.
Over the past few days, a video clip of Sara Ali Khan’s outfit spilling on an airplane took social media by storm. It sparked a conversation on the expensive-looking outfit and possible damages. Netizens anticipated an angry reaction from Sara but in a surprising plot twist after 48 hours, Sara remained effortlessly cool and revealed that her outfit was actually from Shopsy and unbranded! – bringing alive the fact that stylish, good-quality outfits needn’t always be expensive.
Shopsy’s recent campaign challenges the perception that quality and high price go hand in hand. It resonates with the value-conscious Bharat consumers’ tendency to stretch their rupee to get the best product quality and style, well within their budget rather than paying extra mark-ups for high quality. With this ad film, Shopsy positions itself as the ultimate destination that can provide good quality for a much lesser price, as customers do not have to pay for unnecessary mark-ups.
Commenting on the campaign, Shopsy business head Prathyusha Agarwal said, “ As one of the country’s fastest-growing hypervalue platforms, at Shopsy we provide a unique opportunity to millions of Bharat e-shoppers to bridge the gap between their dreams and means.
The campaign ‘Apna Swag, Bina Brand Tag’ featuring Sara Ali Khan is crafted with a deep understanding of the customers’ needs that prioritizes affordability, quality, and trends. At Shopsy, we aim to bring the best quality at affordable prices. With the increasing popularity of online shopping in smaller cities, Shopsy is dedicated to improving accessibility and delivering unmatched value to Bharat.”
Expressing her excitement for the new campaign, Sara Ali Khan, said, “Being part of Shopsy’s campaigns is always a blast—they’re so fun and relatable! As someone who loves a good deal, Shopsy really hits home for me. This time around, it’s even more special because I got to be myself. It’s exciting to partner with a brand that exemplifies the perfect combination of quality and affordability. This campaign celebrates smart, value-conscious choices, and I’m sure customers will enjoy it as much as I enjoyed working on it.”
Deep Rooted Customer Understanding
Shopsy’s ‘Apna Swag, Bina Brand Tag’ campaign appeals to price-sensitive consumers seeking affordable and trendy products on a budget. During consumer research, a notable insight emerged: consumers perceive expensive products as high quality. Shopsy approached this by showcasing how consumers can get good quality products for a much lesser price with the cooperation of sellers or partners on the platform who provide the prices for all products. This strategy not only caters to the demands of value-conscious buyers but also establishes a precedent in the market, demonstrating that excellence and affordability can co-exist.
Nearly 70 per cent of Shopsy’s customers are from Tier 2 and Tier 3 cities such as Bhagalpur, Bankura, Kurnool, Nagaon, and Dhule, and 90 per cent of new customers are millennials and Gen Z. In 2024, Shopsy’s highest orders came from UP, West Bengal, Maharashtra, and Bihar, with over 60 per cent of customers from tier-3+ cities. These consumers prioritize value for money, plan purchases around special occasions or sales, and seek trendy, affordable options for the whole family.
Developed by the creative agency 22 Feet, the campaign features an ad film set on an aircraft where an air hostess accidentally spills a drink on Sara Ali Khan’s outfit, surprising passengers. Assuming her stylish attire is expensive, the airplane staff humorously offer their life savings and more. The ad takes a surprising turn when Sara reveals her stylish outfit is from Shopsy and is unbranded, highlighting its high quality and affordability without extra mark-ups.
Brand ambassador Sara Ali Khan’s authentic portrayal in the ad film connects deeply with the audience and aligns perfectly with Shopsy’s mission to bring the best quality at an affordable price for Bharat.
The 360-degree campaign is set to launch across TV, print, social media, and digital platforms, aiming to bolster Shopsy’s brand presence and engagement. The complete TVC can be viewed.
Mumbai: In the world of health and wellness, staying hydrated is paramount, and celebrities are leading the charge with a new trend: black alkaline water. Known for its distinctive colour and unique health benefits, black alkaline water is quickly becoming a staple among top celebrities, including Anil Кароог, Varun Dhawan, Badshah, Malaika Arora, Sara Ali Khan, Kajal Aggarwal, Karan Johar, Trent Boult, Rachin Ravindra, Arshdeep Singh.
Anil Kapoor during his recent movies’ promotion was spotted with spoke Black Alkaline Water, he said “My fitness, my passion, my quest for more. Black alkaline water from the fighter in me to the fighter in you, trust me it works.”
Trent Boult, New Zealand’s International cricketer was spotted with Black Alkaline Water and when asked what was in his hand, he said “It’s Black Alkaline Water, in hot weather like this, you need to stay hydrated.”
Karan Johar, on being asked ‘Do you drink black water?’ He replied- “Sab peete hai mai bhi peeta hu. Healthy hai peena zaruri hai.”
Ranvijay Singha said “I moved to black alkaline water some time back and I’ve been extremely happy with it as it is multifunctional and more than just water. Its pH is more than eight which reduces the acid built-up in the body and the minerals flush out the toxins and detoxify the body. Never thought even water can be black in colour.”
Celebrity Nutritionist Pooja Makhija said “Staying healthy, staying hydrated with boosted immunity is quite the need of the hour. India’s first black alkaline water has 70 essential minerals which are derived from the core of the Earth and all these minerals have high potency, help you detoxify, reduce acidity and stay hydrated for longer duration.”
Celebrity Nutritionist Yasmin Karachiwala said, “As Evocus is loaded with minerals and high alkalinity, it continuously flushes out toxins from our body and provides detoxification. I started using it 30 days ago and I surely see a difference.”
This surge in popularity is not just a fleeting fad. Black alkaline water stands out in the crowded beverage market with clinical research backing its benefits. Studies have shown that black alkaline water can enhance hydration and reduce exercise-induced fatigue, it maintains the body’s gut health, and detoxification, making it a perfect fit for the active lifestyles of celebrities.
The appeal of black alkaline water among celebrities can be attributed to its functional benefits beyond simple hydration. As the demand for functional beverages grows, more individuals are seeking drinks that offer additional health advantages. Black alkaline water fits this demand perfectly, offering a unique composition that supports overall well-being.
In an era where health and fitness are paramount, the rise of functional beverages is undeniable. Black alkaline water’s unique properties, including its enhanced hydration capabilities and ability to combat fatigue, make it an attractive choice for those committed to maintaining peak physical condition.
Mumbai: Star Sports, the official broadcaster of Tata IPL 2024, has already set new viewership benchmarks for the upcoming season. Since the commencement of its IPL build-up programming, Star Sports has witnessed a remarkable 24 per cent increase in viewership compared to last year, reaching an astounding 245 million viewers as of 15 March 2024. The total consumption for build-up programming has soared to 21.3 billion minutes, an impressive 26 per cent higher compared to last year. This unprecedented engagement, even before a ball is bowled, highlights the overwhelming popularity, enhanced storytelling in multiple languages, and the network’s connection with fans across different cohorts.
Star Sports has left no stone unturned in delivering an exciting opening. Viewers on TV will get to see exclusive interviews with 8 of the 10 IPL captains on their vision for the upcoming tournament. Outside of the opening ceremony, Star Sports will be airing exclusive content with some of the biggest celebrities including Akshay Kumar, Tiger Shroff, Kareena Kapoor, Sara Ali Khan, A R Rahman, Vijay Devarakonda, Prabhudeva and many more.
With a Starcast of more 150 commentators and presenters, including former players with more than 40 IPL titles among them, 12 IPL team coaches, 18 World Cup Winners, 12 international captains and more, viewers can expect an engaging broadcast. There is already a lot of excitement for the comeback of Navjot Singh Sidhu in the Star Sports commentary box after almost a decade.
This weekend, Star Sports will also be premiering some of their innovations. The biggest one being the AI technology that enables international commentators to speak Hindi in their original voice, connecting with a wider audience during the thrilling TATA IPL 2024 matches throughout the season. Additionally, the ‘Shor Meter,’ will capture real-time crowd noise decibel levels, quantifying the nation’s passion for their biggest heroes and best cricketing moments.
The official IPL broadcaster has always believed in customising feeds. Along with the focus on languages, Star Sports is going to be launching a special feed for hearing-impaired and visually-impaired fans- Indian Sign Language feed. In addition, kids can enjoy a special Sunday feed to get closer to the game. Also, for the first time, the broadcaster is producing IPL in the unmatched combination of Dolby Atmos and Dolby Vision.
Star Sports is geared up for an electrifying season that promises fans unprecedented access, cutting-edge technology, and a star-studded lineup of cricketing legends and esteemed commentators.
Watch the thrilling action of the TATA IPL 2024 on television live from 22 March only on the Star Sports Network.
Mumbai: Sara Ali Khan, Karisma Kapoor, Tisca Chopra, Vijay Varma, Sanjay Kapoor, Suhail Nayyar, and Homi Adajania recently appeared on the IMDb original series ‘Burning Questions’ to talk about their film Murder Mubarak. The movie is an official adaptation of the murder mystery novel, ‘Club You To Death’ by Anuja Chauhan. Together, the cast shared insights on their collaboration and provided interesting anecdotes about the film.
When asked what she would steal from the cast of Murder Mubarak if she were a kleptomaniac in real life just like her character in the film, Sara Ali Khan replied, “I think I would take Tisca (Chopra) ma’am’s bilingual eloquence. Yeah, it’s amazing. I think Lolo’s (Karisma Kapoor) infectious energy while singing. Sanjay (Kapoor) sir’s selflessness. I admire Vijay’s (Varma) versatility. I’d covet Homi (Adajania) sir’s patience, and Suhail’s (Nayyar) undiscovered talent. From Dimple (Kapadia) aunty, I would steal her timeless beauty and her hair. And from Pankaj (Tripathi) sir, I would take everything he embodies.”
When asked which cast member’s real-life personality is closest to their character, and why, Vijay Varma responded, “I think it’s me. I mean, this character is an outsider on the inside, so I feel a connection with him.” Homi Adajania added, “Yes, I agree. Akash Dogra is a bit of an underdog. Not that Vijay Varma is an underdog anymore. He once was, and he’s still trying to hold onto that part of his identity. But now he’s become a star, so he’s the top dog.”
Regarding Karisma Kapoor’s character in Murder Mubarak, Homi Adajania remarked, “Lolo is portraying a B-grade slasher flick, cult heroine in the film, which is quite different from her usual roles.” Kapoor herself added, “Yes, I think she was very different, eccentric, quirky, and a bit crazily weird. So yeah, she was very different from me.”
Mumbai: Shopsy by Flipkart, Bharat’s fastest-growing hyper-value e-commerce platform, has released its brand new campaign with Sara Ali Khan to announce the launch of the Grand Shopsy Mela, its biggest sale event of the year. The six-day-long Grand Shopsy Mela is scheduled to kick-start on 12 March and end on 17 March. Customers will be able to access more than 10 lakh products at price points less than Rs 99 across categories like fashion, beauty, home and more as part of the sale.
The 25-second TV commercial stars Sara Ali Khan and provides a new perspective on sale campaigns emphasising the emotional connection and shared experiences that bring families together while shopping. The campaign is based on consumer immersion insights, which recognize shopping as a family activity where everyone contributes to selecting products to shop for. Another important insight was that family members buy gifts for their loved ones living in different cities through online apps during such sale events. With these in mind, the campaign hopes to connect with viewers by celebrating their collective joy of family bonding and encouraging them to shop their hearts out in the upcoming sale.
Grand Shopsy Mela will offer products from over 1300 categories. With a focus on both new and repeat users, Shopsy will offer a wide range of unbeatable deals, such as sarees starting from Rs 85/-, kurtis from Rs 69/-, makeup from Rs 39/-, perfumes from Rs 55/-, watches from Rs 50/-, wallets from Rs 20/-, sunglasses from Rs 22/- and hair accessories from just Rs 5/-.
Commenting on the campaign, Shopsy, Flipkart head Kapil Thirani said, “At Shopsy, we are committed to providing an affordable, diverse, and accessible shopping experience that meets the evolving needs of our customers. The new television commercial aims to capture the essence of family shopping by highlighting the extensive selection and attractive prices that surprise and delight customers. This campaign emphasizes our commitment to value-driven shopping and sets the stage for the highly anticipated Grand Shopsy Mela, where we redefine affordability and choice.”
Expressing her enthusiasm for the new campaign, Shopsy brand ambassador Sara Ali Khan shared, “Being an advocate of budget-friendly shopping myself, I resonate deeply with Shopsy’s values. This marks my fourth collaboration with Shopsy. Each time, the response has been incredible, with fans actively searching for my outfits in the ad! Partnering with a brand committed to a value-driven shopping experience for Indian consumers is truly fulfilling. I had a lot of fun shooting this ad. I’m confident that the campaign will spark curiosity about the diverse range of products available at the upcoming Grand Shopsy Mela.”
Commenting on the campaign, Tilt Brand Solution chief creative officer Adarsh Atal said, “For the Grand Shopsy Mela campaign, we wanted to focus on consumers who shop for everyone in the house and make their families happy with the purchases they make with grand deals. The Grand Shopsy Mela is a quintessential family event, and Shopsy offers something for everyone at great value during this sale. This campaign shows Sara Ali Khan – the family’s shopper getting undiluted expressions of both admiration and applause because she is able to get great products at an affordable price that brings joy to everyone in her family.”
Since its launch in July 2021, Shopsy has aimed to democratize digital commerce in India through its zero-commission marketplace model offering 160 million products at budget-friendly prices. Shopsy continues to fulfill its vision of making online shopping accessible to every corner of the country by catering to 19,000 plus pin codes across India.
