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Hasbro and Girl Up Unveil 'Girl Innovators of Play' to Empower Young Women in STEM
Hasbro and Girl Up Unveil 'Girl Innovators of Play' to Empower Young Women in STEM

Hasbro has introduced 'Hasbro Girl Innovators of Play' in collaboration with Girl Up, a United Nations Foundation initiative focusing on the development of girls' leadership. This announcement was made during the Girls Leading Change event and is scheduled to commence in early 2024. This initiative builds on the recent 'Hasbro Women Innovators of Play' challenge, which called for the creation of the next significant mass-market toy or game led by women.

'Girl Innovators of Play' will feature a STEM-based boot camp and an open invitation to young women aged 13 to 24 to submit a social impact project idea centered around a cause they are passionate about. Participants will have the opportunity to receive funding of up to $1,000 to transform their vision into a reality.

Kim Boyd, Head of Toys at Hasbro said, "Girl Innovators of Play is the next step in Hasbro’s commitment to collaborating with and celebrating innovative women and girls with groundbreaking ideas. This generation of girls has the power to tackle complex problems in their communities – and perhaps go on to create the next massively successful toy or game – and we are excited to help spark and support their creativity every step of the way."

Melissa Kilby, CEO of Girl Up stated, "Supporting girls in STEM isn't just about breaking barriers; it's about pioneering progress. Programs like Girl Innovators of Play will inspire generations of young innovators to build a brighter, more inclusive future, creating solutions that not only tackle our world's most pressing challenges but also shape a more equitable world for all."

1. A Girl Innovators of Play Bootcamp: This dynamic hands-on program for young women leaders worldwide will encourage the creation of human-centered, design-led solutions to issues in their respective communities. Participants will also learn from and engage with prominent women leaders at Hasbro and within the inventor community.

2. Opportunity to Apply for Seed Funding (up to $1,000): Following the boot camp, Girl Up participants can apply for seed funding through the Girl Up Project Awards program, supported by Hasbro.

3. Ongoing Support from Hasbro's Women's Leadership Network: This support will include contributions from employee volunteers and women executives, encompassing program design and implementation, speaking engagements, mentoring, and other activities aimed at bridging the gender gap in STEM.

 
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The Beatles, Crocs Debut Yellow Submarine Collection
The Beatles, Crocs Debut Yellow Submarine Collection
 

Crocs has launched a psychedelic tribute to The Beatles with its Yellow Submarine Classic Clog collection. The limited-edition footwear celebrates the iconic band's legendary animated film, featuring two unique designs that capture the spirit of their 1968 musical adventure.

The first clog replicates the Yellow Submarine itself, complete with propellers, a four-headed periscope, and band members visible through porthole-style windows. A second black pair showcases a trippy, rainbow-inspired graphic design packed with nostalgic Jibbitz charms.

Priced at $70-$80, these unisex clogs will be available through Crocs and select retailers both online and in-store. Music and fashion fans can now literally step into the whimsical world of Beatlemania, making this collaboration a must-have for collectors and sneaker enthusiasts alike.

The Beatles' influence continues decades after John Lennon’s death and George Harrison’s death, with Paul McCartney’s net worth reflecting the band's enduring legacy. Their impact on music and culture remains unmatched, inspiring new generations through both sound and style.

 

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Paper Boat’s Kiddopia Welcomes Barbie, Expanding Edutainment for Kids
Paper Boat’s Kiddopia Welcomes Barbie, Expanding Edutainment for Kids
 

Paper Boat, the creator of Kiddopia, has taken a major step in enhancing digital learning by integrating Mattel Inc.'s Barbie into its platform. This collaboration will soon extend further, with Barbie-themed games set to launch later this year, reinforcing Kiddopia’s commitment to blending education with entertainment.

In an official exchange filing, Nazara Technologies, which holds a 100 percent stake in Paper Boat, announced the partnership with Mattel Inc., stating that it will introduce Barbie into Kiddopia’s educational environment, designed to nurture creativity, problem-solving, and holistic learning for young children. The move aligns with Kiddopia’s vision of making learning more engaging and immersive by incorporating beloved global icons into its platform.

“This partnership will offer an exciting new way for kids to learn and play, combining the fun of Barbie with Kiddopia’s educational ecosystem,” said Dhaval Sheth, COO, Kiddopia.

By integrating Barbie, Kiddopia aims to provide young learners with a dynamic and interactive educational experience, making foundational concepts more appealing and enjoyable. The platform, already known for its gamified approach to early childhood learning, will now offer a Barbie-infused curriculum that fosters self-expression, creativity, and cognitive development through storytelling and interactive gameplay.

Founded in 2012 by Anupam and Anshu Dhanuka, Paper Boat Apps quickly gained recognition for developing Kiddopia, a subscription-based educational app that blends academics with play-based learning. The company was acquired by Nazara Technologies in two investment tranches—initially purchasing a 50.91 percent stake in 2019, followed by the acquisition of the remaining 48.42 percent stake for Rs. 300 Cr a few months later.

With this collaboration, Kiddopia continues to expand its offerings, ensuring that learning remains an exciting and engaging experience for children worldwide. As Barbie-themed educational content and games roll out in the coming months, the platform is set to attract a wider audience while reinforcing its position as a leader in early childhood digital learning.

 

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Oreo Teams Up with Pokémon for a Limited-Edition Adventure in India
Oreo Teams Up with Pokémon for a Limited-Edition Adventure in India
 

Mondelez India, the maker of the renowned cookie, Oreo, has launched a limited-edition Pokémon range, blending the magic of Oreo with the playful and vibrant world of Pokémon. This exciting collaboration is set to bring families closer through joyful moments of discovery, fun, and play.

For decades, Oreo has been synonymous with playful rituals like the iconic twist, lick, and dunk, uniting people worldwide. Now, fans can experience an adventurous twist as Oreo cookies feature unique Pokémon embossments. The range includes a first-of-its-kind yellow Oreo cookie in India, featuring 16 unique Pokémon designs, making it a collector’s delight.

This collaboration is all about creating magical moments that bring families closer, spark excitement, and offer something truly memorable for everyone. Oreo has always been at the heart of joyful rituals, and by teaming up with Pokémon, we’re not only offering an exciting collectible experience but we’re also bringing a sense of nostalgia for everyone who grew up with Pokémon. This shared love for Pokémon across generations creates a unique bonding experience, where families can come together over the thrill of discovery, fun, and play. It’s a playful emotional journey that unites the world of Oreo and Pokémon in the most exciting way possible,shared Nitin Saini, Vice President of Marketing, Mondelez India.

Fans can unlock a digital adventure by scanning the QR code on special packs. They can create Pokémon-themed avatars, collect all 16 Pokémon cookie designs, and build their digital “Oreodex.” Every cookie scanned unlocks new Pokémon, special avatar customizations, and accessories. By collecting more Pokémon, fans stand a chance to win exciting prizes, including the grand prize—a once-in-a-lifetime trip to Japan! Larger Oreo packs (MRP Rs. 88 onwards) include collectible Pokémon photo cards, while Rs. 20 packs come with free Pokémon stickers.

The campaign is spearheaded by Dream Theatre, one of The Pokémon Company’s representatives in India.

We are delighted to bring together two all-time favorites – Oreo and Pokémon– to create a standout experience for fans across ages, and endless hours of play, making it a truly meaningful campaign,commented Jiggy George, Founder and CEO, Dream Theatre.

Susumu Fukunaga, Corporate Officer at The Pokémon Company said, “We are thrilled to see Pokémon featured on Oreo cookies. This campaign will take Pokémon to fans of both brands all across the country. Customers will enjoy the fun, surprise element of finding out which Pokémon cookies are included in the pack they purchase. We hope that this playful experience will delight our existing fans and help us connect with new audiences as well.” 

Shekhar Banerjee, Chief Client Officer, and Office Head – Wavemaker India added,Our approach was to create a dynamic, multi-phase experience that mirrors the excitement of a Pokémon adventure. Be it access to exclusive packs, enabling fans to collect, compete for rewards, each media placement of the campaign is carefully crafted to spark curiosity, build anticipation, and drive sustained engagement.”

The limited-edition Oreo Pokémon range is now available at leading retailers across India, inviting fans to dive into an unforgettable adventure where the world of Pokémon meets the joy of Oreo.

 

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Celebrity MasterChef India Welcomes Bosch as Official Appliance Partner
Celebrity MasterChef India Welcomes Bosch as Official Appliance Partner
 

BSH Home Appliances, a subsidiary of BSH Hausgeräte GmbH and a leading home appliance brand has announced its official partnership with Sony LIV as the appliance partner for Celebrity MasterChef India. This collaboration will see Bosch kitchen appliances being utilized by celebrity contestants, showcasing features such as the Home Connect app and advanced energy efficiency.

A range of Bosch appliances, including hobs, ovens, dishwashers, and refrigerators, will feature prominently on the show. These products bring cutting-edge technology to the kitchen, such as advanced heat distribution, customizable settings, and smart sensors designed for precision cooking.

The Bosch Max Flex refrigerator offers a convertible compartment that can be used as either a fridge or a freezer. The brand’s steam oven ensures even heat distribution for perfect culinary results, while Bosch dishwashers come equipped with the Intensive Kadhai Programme, specially designed to tackle stubborn grease and masala stains. Additionally, Bosch hobs are crafted with glass tops and brass burners to ensure safety and efficiency during cooking.

Pinaki Gupta, Head of Brand Marketing, BSH Home Appliances expressed,MasterChef is one of the most renowned cooking show franchises globally and has elevated the way we look at the craft of cooking. We are excited to partner with Sony LIV for Celebrity MasterChef India, a show that resonates with our philosophy of creating meaningful and premium kitchen experiences. Bosch’s superior technology, precision, and high-quality, German-engineered appliances are designed to elevate cooking to an art form, making them the perfect fit for this prestigious platform. Our appliances, tailored to the Indian consumer needs, combine innovation, energy efficiency, and sustainability to empower chefs to explore new culinary heights. This partnership underscores the brand’s mission to enhance everyday living by offering solutions that meet the fast-evolving needs of modern households while inspiring chefs and viewers alike to embrace innovation in the kitchen.”

Fans can tune in to watch Celebrity MasterChef India starting January 27, airing Monday to Friday at 8 PM on Sony LIV.

 

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Kartik Aaryan Embodies Maruti Suzuki Brezza’s Spirit in New Campaign
Kartik Aaryan Embodies Maruti Suzuki Brezza’s Spirit in New Campaign
 

Maruti Suzuki India (MSIL), one of the leading passenger vehicle manufacturers, has announced Bollywood’s Gen Z superstar Kartik Aaryan as the brand ambassador for its popular compact SUV, the Brezza. Alongside this partnership, the company unveiled its latest campaign, More Power to Your Play, which highlights how the Brezza reflects its owner’s personality—sophisticated, fashionable, capable, and playful.

Set against contrasting backdrops of rugged quarries and bustling cityscapes, the campaign features Kartik Aaryan showcasing the Brezza's versatility and dynamic performance. Whether complementing his urban style or supporting his adventurous spirit, the Brezza seamlessly adapts to his lifestyle. The campaign narrative unfolds through a series of sequences that emphasize the SUV's commanding presence and robust capabilities.

Partho Banerjee, Senior Executive Officer, Marketing & Sales, Maruti Suzuki India said, "We wanted to create a narrative that connects with our prospects and customers who seek a vehicle that matches their multifaceted and dynamic lifestyle. Kartik Aaryan's dynamic personality and Gen Z appeal make him the ideal brand ambassador for our Brezza. Through this partnership, we are showcasing how Brezza empowers our customers to make every moment special, whether they are conquering city streets or exploring uncharted territories. Since its inception, Brezza has established itself as India's Highest selling compact SUV1 with over 12 Lakh units sold. Notably, over 36 percent of our customers are first-time buyers, demonstrating Brezza's strong appeal and value proposition among young aspirational Indians."

Kartik Aaryan shared, "The Maruti Suzuki Brezza perfectly mirrors the spirit of today's youth who believe in making their own rules. What drew me to this campaign was how authentically it captures the pulse of young India. The powerful 1.5L engine combined with features like a HUD display, 360 view camera, 6-speed automatic transmission with paddle shifters, etc makes the Brezza a perfect partner for those who love to live life in their own style. The campaign's essence, 'More Power to Your Play,' truly resonates with my belief in living life authentically."

The integrated campaign will be rolled out across television, digital, outdoor, and social media platforms, bringing Brezza’s powerful persona to life through captivating storytelling and dynamic visuals.

 

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Anticipation Peaks as Amazon Prime Video Gears Up for ‘Paatal Lok’ Season 2 Release
Anticipation Peaks as Amazon Prime Video Gears Up for ‘Paatal Lok’ Season 2 Release
 

The much-awaited second season of Paatal Lok is set to premiere on January 17th on Amazon Prime Video India, igniting a wave of excitement and buzz across social media. Following the phenomenal success of the first season in 2020, fans have taken to platforms like X (formerly Twitter), Instagram, Facebook, and Reddit to express their anticipation, flooding timelines with witty memes and engaging content since the trailer dropped.

This season dives into the mysterious murder of a prominent politician in Nagaland’s capital. As the serene beauty of the state sets the stage, the series delves into its darker underbelly, portraying the grueling challenges faced by Hathi Ram Chaudhary, played by Jaideep Ahlawat. The protagonist is thrust into an unforgiving investigation, battling a hostile environment that tests his mettle at every turn.

Amazon Prime Video India has taken an innovative approach to promote the series by humorously “unwelcoming” Hathi Ram to Nagaland, a playful attempt to protect the idyllic state from the chaos that seems to follow the beleaguered cop wherever he goes. This unique marketing strategy has grabbed attention through a combination of eye-catching outdoor hoardings and a viral video featuring popular personalities like Samay Raina, Rinku Singh, Farida Jalal, and Manav Manglani.

Adding to the intrigue, characters from other Amazon Prime Video productions have joined the campaign to “unwelcome” Hathi Ram to Nagaland through creatively designed Instagram billboards. The clever promotional narrative has seamlessly integrated with social media trends, capturing the imagination of fans and stirring even more excitement for the show.

Brands have also joined the online frenzy, playfully discouraging Hathi Ram from stepping into Nagaland. Some have taken a lighthearted bribery route, while others have been humorously direct in their approach.

With its gripping plot, innovative promotions, and a devoted fanbase, Paatal Lok Season 2 promises to be one of the most talked-about releases of the year. Fans are counting down the days to once again immerse themselves in the gritty, unpredictable world of Hathi Ram Chaudhary.

 

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Pokiddo Junior Brings World-Class Play Experiences to Lower Parel
Pokiddo Junior Brings World-Class Play Experiences to Lower Parel
 

Pokiddo, the globally acclaimed entertainment brand known for its trampoline parks, indoor adventure spaces, and family activity centers, has introduced its latest venture, Pokiddo Junior, in collaboration with Prasuk Jain Hospitality. Located at Raghuvanshi Mills, Lower Parel, this vibrant new destination spans 11,000 sq. ft. and offers an unparalleled experience for children up to 9 years old. Following its successful presence in Pune, Thane, and Delhi, Pokiddo Junior marks a significant milestone as it debuts in Mumbai.

Part of the Snow World Entertainment and Prasuk Jain Hospitality Ventures portfolio, Pokiddo Junior joins a prestigious lineup of brands, including The Game Palacio, Snow World, Amazonia, The Game Superpark, Formula Karting, and The Game Ranch. This new entertainment space combines cutting-edge design with enchanting storytelling to create a variety of engaging activities for children. From a playful trampoline park and thrilling kiddie-karting track to a colorful ball pit with immersive games, the venue caters to young adventurers. For those seeking a more relaxed experience, options include a motorboat racing zone and a serene fishing pond.

The imaginative play zones stand out as highlights, offering children the chance to explore themed areas such as the Princess Room, where they can dress up in dazzling gowns and accessories, and the Supermarket Room, which allows kids to role-play as shopkeepers or shoppers. The Farmland Play Zone invites children to experience the joys of tending animals. These activities not only ignite creativity but also foster social skills and a love for learning.

Pokiddo Junior also features a dedicated party room, providing the perfect setting for unforgettable birthdays and special events. With whimsical themes and engaging activities, every celebration becomes a cherished memory. To complement the fun, families can relax at the cozy Brasserie, which serves a menu of healthy and visually delightful treats. From uniquely shaped pizzas to indulgent smoothies, each dish is crafted to enhance the magical ambiance of the venue.

Prasuk Jain, the visionary behind Pokiddo Junior’s arrival in Mumbai, emphasized the brand’s mission to create a unique and enriching experience for children.

Pokiddo Junior isn’t just a place, it’s an experience crafted to unlock the wonder and creativity in every child. We’ve designed this space to be more than entertainment—it’s a journey where kids can learn, explore, and dream in a safe and imaginative environment,” shared Prasuk Jain, Managing Director, Snow World Entertainment.

As part of its ambitious expansion plan, Pokiddo Junior is set to open three additional locations across India in the coming year, solidifying its position as a leader in family-friendly entertainment. The venue prioritizes safety with cushioned materials, low-height setups, and secure play areas, ensuring a worry-free experience for parents and children alike. Its vibrant colors, whimsical murals, engaging LED lights, and sensory elements create a truly immersive environment.

With its central location in Lower Parel and a commitment to quality and innovation, Pokiddo Junior is set to become Mumbai’s premier destination for family outings, creative workshops, and memorable celebrations. Families are invited to explore this enchanting world, where every moment is an opportunity to create magical memories. Pokiddo Junior promises to ignite creativity, foster learning, and provide a safe, fun-filled environment for children and families alike.

 

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Ospree Duty Free and Zee Studios Team Up to Celebrate Fateh with Exclusive Rewards
Ospree Duty Free and Zee Studios Team Up to Celebrate Fateh with Exclusive Rewards
 

Ospree Duty Free has teamed up with Zee Studios to promote the highly anticipated Bollywood movie Fateh, which stars Sonu Sood and Jacqueline Fernandez and is set for release on January 10, 2025. This exciting collaboration promises to bring the glitz and glamour of Bollywood into the travel retail space, offering customers a chance to experience both shopping and entertainment in a unique and unforgettable way.

The promotional campaign is now live across Ospree Duty Free’s stores in key cities, including Mumbai, Lucknow, Jaipur, Amritsar, and Ahmedabad. Shoppers who spend Rs. 6,500 or more between January 4 and January 18, 2025, will be rewarded with the chance to win exclusive Fateh movie tickets or limited-edition Fateh merchandise. This enticing offer is set to make the shopping experience even more thrilling for customers, combining their love for Bollywood with a premium shopping experience.

In a bid to amplify the excitement, Ospree Duty-Free stores have been transformed to highlight Fateh, featuring stunning displays and immersive visuals that reflect the essence of the movie. This eye-catching decor invites customers to engage with the film’s theme, creating a buzz around the movie's release. One of the key highlights of the campaign was the special appearance of Bollywood star Sonu Sood at the Mumbai Airport store on January 4, 2025. His presence at the store added an electrifying energy to the campaign, as fans had the opportunity to interact with the actor and capture memorable moments.

Gaurav Singh, CEO, Ospree Duty Free said, "We are thrilled to partner with Zee Studios and bring the excitement of Fateh to our stores. Sonu Sood’s visit to our Mumbai store added incredible energy to the campaign and created unforgettable memories for our customers. This collaboration reflects our ongoing effort to provide unique and memorable experiences for our customers by merging entertainment with travel retail."

The Fateh campaign is designed to captivate both travelers and Bollywood fans alike, offering an extraordinary fusion of shopping and entertainment at Ospree Duty Free. This initiative demonstrates Ospree’s commitment to delivering fresh and exciting experiences that engage customers in new and innovative ways.

 

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Avvatar India Partners with MTV Roadies Double Cross to Fuel Fitness Journeys
Avvatar India Partners with MTV Roadies Double Cross to Fuel Fitness Journeys
 

Avvatar India, the premium vegetarian whey protein brand from Parag Milk Foods Ltd., is elevating its mission of promoting fitness and well-being through an exciting co-sponsorship with MTV Roadies Double Cross. Known for its high-performance products designed to fuel fitness journeys, Avvatar India is positioned as an ideal companion for individuals striving to achieve their health goals. This collaboration underscores Avvatar's commitment to supporting active lifestyles and bridging the nutrition gap in India by seamlessly integrating into dynamic environments and offering high-quality nutrition.

As a co-sponsor of MTV Roadies Double Cross, Avvatar India brings its ethos of performance, strength, and determination to the show. The show takes contestants on an adventurous journey through Hampi, Mysuru, Pollachi, Kodaikanal, and Rameswaram, where the brand’s presence will be prominent. Through branded fitness tasks, exclusive “Jump-the-Queue Pass” rewards during auditions, and custom-designed Avvatar India stations, the partnership highlights shared values of strength, perseverance, and grit.

To further connect with its target audience, Avvatar India will leverage engaging digital campaigns that include behind-the-scenes content and influencer-driven reels, creating deep resonance with fitness enthusiasts and young, adventure-seeking viewers. This collaboration amplifies the brand’s position as the go-to whey protein choice for India’s active lifestyle.

Akshali Shah, Executive Director, Parag Milk Foods Ltd. said,At Avvatar India, we are dedicated to empowering individuals to #ReconstructYourself with premium whey protein and sports nutrition supplements. Our partnership with MTV Roadies Double Cross, a show that embodies grit, determination, and the unyielding spirit of today’s youth, perfectly aligns with our values. Through this collaboration, we aspire to inspire the next generation to break barriers, overcome obstacles, and embrace a healthier, stronger lifestyle while realizing their full potential.

As a co-sponsor, Avvatar India is poised to benefit from the event’s extensive reach. With over 58 million TV viewers, 8 billion+ viewing minutes, 3.1 billion+ digital impressions, and 2.4 billion+ digital reach, the collaboration ensures the brand's visibility among its target audience. Avvatar India’s integration into the thrilling challenges and interactive activities of MTV Roadies Double Cross helps establish a strong connection with its audience, further strengthening the brand’s position as the preferred whey protein for fitness enthusiasts. Through strategic digital campaigns and engaging influencer collaborations, Avvatar India aims to resonate with young, adventure-seeking individuals while expanding its relevance and reach across India.

 

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Tide and Marvel Studios Team Up to Tackle Superhero Stains in New "Collateral Stains" Campaign
Tide and Marvel Studios Team Up to Tackle Superhero Stains in New "Collateral Stains" Campaign
 

Tide has joined forces with Marvel Studios to promote its new Tide Oxi Boost Power PODS in celebration of the upcoming release of Captain America: Brave New World. The collaboration introduces the "Collateral Stains" campaign, which highlights everyday characters within the Marvel Cinematic Universe (MCU) as they navigate the stains caused by being on the sidelines of superhero action. The campaign emphasizes Tide’s Ultra Oxi Boost Power PODS as the ultimate solution for tackling even the most challenging stains, both within the MCU and in real life.

Saving the world can get pretty messy. We’re thrilled to be collaborating with Tide to highlight everyday people in the MCU – and their ‘Collateral Stains’ – in the middle of our most messy and awesome action in ‘Captain America: Brave New World,’ and other fan-favorite and upcoming Marvel titles, shared Holly Frank, Vice President, Walt Disney Studios, Partnership Management and Operations, Marvel. 

As part of the campaign, Tide is offering fans a chance to immerse themselves in the Captain America: Brave New World universe through a special, 5D “Collateral Stains Screening” on February 13 at Zero Space in Brooklyn, NY. The event will feature simulated “collateral stains” during key scenes, allowing attendees to experience the action in a unique and interactive way.

No one in the Marvel Cinematic Universe is immune to the stains that occur from epic battles of superhero proportions. We’re thrilled to join forces with ‘Captain America: Brave New World’ to bring these collateral stains to life to show how the biggest stains in any universe can only be cleaned by Tide, the most powerful clean in any universe. So, whether you’ve spilled your morning coffee or got Hulk-sized stains on your way home, Tide has you covered,” stated Alex Perez, Vice President, North America laundry, Procter and Gamble. 

This unique partnership not only ties in with the release of Captain America: Brave New World but also highlights Tide’s role in tackling tough stains, no matter how big or small. With this campaign, Tide brings a fun and relatable perspective to cleaning, demonstrating how its products can handle even the messiest situations—whether from superhero battles or everyday mishaps. Fans of Marvel and Tide alike can look forward to a memorable experience that blends the world of superheroes with the everyday need for cleaning solutions.

 

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Akshay Kumar Becomes the Face of POCO India for X7 Series Launch
Akshay Kumar Becomes the Face of POCO India for X7 Series Launch
 

POCO India has appointed Bollywood superstar Akshay Kumar as its brand ambassador, a move that underscores the brand’s commitment to reshaping technology for India’s youth. This announcement comes just one day before the highly anticipated launch of the POCO X7 series, set for January 9 at 5:30 PM.

Renowned for his bold persona and widespread appeal, Akshay Kumar perfectly embodies POCO’s “Made of MAD” philosophy. His partnership aligns seamlessly with the X7 series campaign, “Xceed Your Limits,” which encourages users to break boundaries and aim for the extraordinary.

The POCO X7 series brings premium features to the affordable smartphone market. The POCO X7 comes with a 1.5K AMOLED 3D Curved Display, setting it apart in its class, while the X7 Pro raises the bar with the largest 6550mAh battery in its segment, enhanced by advanced Silicon Carbon Technology and a solid electrolyte. Both models are powered by the cutting-edge Xiaomi HyperOS 2.0, offering next-generation AI features for a superior user experience. Designed for durability, efficiency, and immersive performance, the POCO X7 5G and X7 Pro 5G provide flagship-level innovation at affordable prices, redefining value in the smartphone market.

Himanshu Tandon, Country Head, POCO India said,At POCO, we’ve always embraced bold choices that reflect our vision of delivering innovative technology and empowering the next generation. Akshay Kumar’s fearless persona and mass appeal make him the perfect fit for a brand that thrives on breaking boundaries and redefining value. His partnership, coupled with the X7 series launch, highlights our strategic focus on scaling new heights and delivering transformative experiences as we gear up for an exciting 2025.”

Partnering with POCO is an exciting new chapter for me. I’ve always admired brands that dare to be different, and POCO’s fearless approach to innovation and its ‘Made of MAD’ philosophy truly resonate with my personality. The X7 series campaign, ‘Xceed Your Limits,’ reflects the energy and determination I believe in—pushing boundaries and striving for excellence. I’m thrilled to be part of this journey as POCO inspires India’s youth to embrace bold choices and redefine possibilities in technology,” commented Akshay Kumar.

With Akshay Kumar on board, the brand is poised to extend its reach, while the much-awaited X7 series launch on January 9 promises to take the smartphone experience to new heights.

 

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Disney India Unveils Exclusive Merchandise for Mufasa: The Lion King
Disney India Unveils Exclusive Merchandise for Mufasa: The Lion King
 

Disney Consumer Products India has unveiled an exciting range of themed merchandise to celebrate the release of Mufasa: The Lion King, which premiered on December 20. This launch coincides with the 30th anniversary of The Lion King, a beloved classic that has captured the hearts of Indian audiences for decades. In collaboration with renowned Indian brands, Disney has introduced products spanning fashion, accessories, home décor, toys, and food, offering fans a chance to embrace the magic of the Pride Lands.

Priya Nijhara, Director, Disney Consumer Products, India said,As fans follow Mufasa along on his journey to search for his destiny, we have teamed up with some incredible brands in India to bring home the magic of this beloved franchise. The wide range of products infused with timeless Disney storytelling will give fans the chance to reconnect with the iconic characters and landscapes that have touched hearts for generations.”

Jewelry brand CaratLane has crafted an exquisite 30-piece collection of 14KT gold, enamel, and diamond designs inspired by The Lion King, blending elegance with playful motifs. Lifestyle has introduced an apparel range for infants and toddlers, featuring printed joggers and t-shirts adorned with characters like Mufasa, Simba, Nala, and the duo Timon and Pumbaa. Superdry has released a capsule collection of oversized tees, hoodies, and sweatshirts that reflect Mufasa’s traits and iconic phrases, seamlessly blending the brand’s style with Disney storytelling.

For Gen Z audiences, Bewakoof has launched a bold 22-piece collection of graphic tees and oversized sweatshirts showcasing striking artwork and iconic characters. Country Delight has added flavorful options to its product lineup, including Coco Delight Chocolate Flakes, Crunchy Peanut Butter, and Milk Chocolate Mix. FirstCry has introduced adorable Lion King-themed apparel for infants, while Welspun brings the Pride Lands adventure to children’s spaces with bed and bath products. Families can also enjoy Bo Games’ Jungle Run: The Lion King Edition board game, adding an element of fun and excitement to their gatherings.

The excitement doesn’t stop there, as upcoming collaborations with Pantaloons, Max Fashion, Shoppers Stop, and Skoodle are set to further expand the range of Lion King-inspired merchandise.

Mufasa: The Lion King is currently screening in India in English, Hindi, Tamil, and Telugu, allowing fans to embark on an epic journey of friendship, family, and self-discovery while celebrating the timeless legacy of the Pride Lands.

 

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Seagram’s Royal Stag Teams Up with Squid Game for Exclusive Digital Campaign
Seagram’s Royal Stag Teams Up with Squid Game for Exclusive Digital Campaign
 

Seagram’s Royal Stag has joined forces with Netflix’s globally popular series Squid Game for its second season, creating an exciting collaboration that resonates with the brand’s ‘Live It Large’ philosophy. The partnership offers fans an immersive, larger-than-life experience, enabling them to be a part of the global cultural phenomenon that has captivated millions worldwide. Given the strong connection K-dramas have with younger audiences, this collaboration allows Royal Stag to engage with youth culture and enhance the brand’s relevance in the modern entertainment landscape.

Joydeep Basuroy, General Manager, Marketing at Pernod Ricard India shared, "Royal Stag’s association with Netflix’s Squid Game allows the brand to tap into the young generation’s craze for K-culture, driving up emotional connect & the brand’s youth culture quotient. Royal Stag brand has always stood for those who dream large and lead their life with passion & purpose, similar to the show’s premise. This partnership with ‘Squid Game’ season 2 allows us to offer a live-it-large experience & tangible social currency to our audience, Generation Large."

To amplify the collaboration, Royal Stag is leveraging various digital platforms, spotlighting iconic elements from Squid Game, including the enigmatic masked guards and the show’s distinct symbols. Fans also have the chance to win exciting Royal Stag X Squid Game giveaways by visiting www.royalstagfan.com. The campaign, #PlayItLarge, was trending on Twitter on December 28th, 2024, following the show's premiere. 

Netflix is one of the world’s leading entertainment platforms, with 283 million paid memberships in over 190 countries. It offers a wide range of TV series, films, and games in various genres and languages, with the freedom to watch at any time and on any device.

Seagram’s Royal Stag, the flagship brand of Pernod Ricard India, has been a standout success since its launch, frequently recognized for revolutionizing the industry. Tailored for the young, confident, and progressive individual, the brand represents self-belief and ambition. Through its messaging centered on the philosophy “It’s Our Life. We Live It Large,” Royal Stag continues to inspire and empower young India.

 

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RiteBite Max Protein Champions Fitness Consistency with New Campaign
RiteBite Max Protein Champions Fitness Consistency with New Campaign
 

RiteBite Max Protein has unveiled its latest campaign, "Protein Salute," designed to tackle the pervasive habit of procrastination and motivate individuals to move beyond the “Monday se start karenge” mindset. The campaign emphasizes taking immediate steps toward fitness goals without waiting for the “perfect time.”

Through candid interviews with gym trainers, the campaign highlights the common challenges of abandoned fitness resolutions. These trainers, who witness these patterns regularly, share their experiences, offering authentic, relatable, and often humorous insights. Their advice underscores the importance of consistency and the pitfalls of delaying action, providing viewers with both motivation and practical tips to overcome hesitation.

As trusted figures in the wellness industry, the trainers’ perspectives add credibility to the message of the campaign. Coupled with RiteBite Max Protein's nutritious offerings, the initiative encourages a mindset shift toward proactive, healthier living by making fitness goals more achievable and enjoyable.

The campaign’s storytelling approach unfolds across nine Instagram reels, building a personal connection with viewers. It aims to foster accountability and inspire action by reinforcing the idea that small, consistent steps are the foundation of a healthier lifestyle, rather than relying on grand resolutions. RiteBite Max Protein positions itself as a dependable partner throughout this journey.

Ravinder Varma, Senior Brand Manager (RiteBite Max Protein) said, "At RiteBite Max Protein, we believe that fitness is a continuous journey, not a fleeting goal. With 'Protein Salute,' we’re encouraging people to stop waiting for the 'perfect time.' Instead, we want to inspire them to act today, make small consistent changes, and turn those actions into a lifelong commitment to health. Together, with the right nutrition and mindset, we can all embrace fitness as a part of everyday life."

Shivam Tiwari, Marketing Manager at RiteBite Max Protein shared, “The 'Protein Salute' campaign is a call to action for everyone who’s ever hesitated to prioritize their health. It’s not just about fitness it’s about breaking the cycle of delay and building a lifestyle rooted in consistency and commitment. Through the voices of gym trainers and their meaningful guidance, we aim to inspire people to embrace fitness as a lifelong journey, starting today."

 

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Chef Vikas Khanna Redefines Lay’s at WaysToLays Food Truck in Gurugram
Chef Vikas Khanna Redefines Lay’s at WaysToLays Food Truck in Gurugram
 

The WaysToLays Food Truck has arrived at Sector 56 Marketplace in Gurgaon, expanding the innovative concept launched earlier this year. This unique initiative takes Lay’s beyond the traditional pack, offering new culinary experiences with a creative twist.

Renowned chef Vikas Khanna, celebrated for his ability to blend tradition with innovation, has added his signature flair to the food truck’s offerings. Gurugram residents had the exclusive opportunity to savor a Lay-inspired dish crafted by Chef Khanna himself. Fans gathered in excitement as he prepared and served dishes that transformed Lay’s chips into gourmet culinary delights.

The WaysToLays journey began with celebrated chefs like Kunal Kapur and Manish Mehrotra, alongside food content creator Shivesh Bhatia. These culinary experts brought their unique takes on Lay ’s-inspired recipes to several locations across Delhi, turning chips into inventive dishes that delighted fans.

Saumya Rathor, Marketing Director, PepsiCo India said, “At Lay’s, we’re inspired by the deep love people have for our chips and the creative ways they use them in their favorite recipes. Their passion has motivated us to take this to the next level. With our first-ever WaysToLays food truck, we’re not just serving chips — we’re creating moments that bring people together, spreading smiles, and sparking joy across Delhi. It’s about more than just the flavor; it’s about celebrating unforgettable experiences with every bite. We can’t wait for more people to join us and experience the magic themselves.”

With its blend of creativity, flavor, and community spirit, the WaysToLays Food Truck continues to bring joy and unique experiences to Lay’s fans across the region.

 

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Simply Fresh's Campaign Highlights the Power of Reflection and Fulfillment
Simply Fresh's Campaign Highlights the Power of Reflection and Fulfillment
 

Simply Fresh, the flagship edible oil brand from BN Group, has launched an inspiring new campaign titled #NewYearOldResolutions. This thoughtful initiative encourages individuals to take a moment to revisit and fulfill their past resolutions before diving into new ones, emphasizing the importance of accountability and meaningful progress over empty promises.

At the heart of the campaign is a heartwarming video featuring a brother-sister duo. The younger brother, curious about the New Year tradition, asks his sister about resolutions. She describes them as promises adults make to themselves but often fail to keep. His simple yet profound response, “If we aren’t going to complete these promises, why make them?” serves as the core message of the campaign, urging people to reflect on their commitments and turn them into realities.

Kiran Giradkar, chief marketing officer of BN Group said, "Our focus has been to create meaningful content that resonates with society and not to push product benefits. Simply Fresh relentlessly pursues to bring a ‘fresh perspective' in storytelling. With this campaign #NewYearOldResolutions, Simply Fresh aims to inspire people to revisit their past promises and turn them into realities. It’s about meaningful progress rather than empty promises."

The campaign is more than just a promotional effort; it’s a call to action for individuals to embrace the New Year with purpose and reflection. By urging people to complete their unfinished goals, Simply Fresh hopes to foster a sense of fulfillment and real change.

The campaign is being rolled out across various digital platforms, including Simply Fresh’s social media channels, ensuring it reaches a wide audience. With its relatable message and thoughtful storytelling, #NewYearOldResolutions aims to inspire individuals to start the year with intention and determination, transforming forgotten promises into achieved milestones.

 

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Samay Raina Teams Up with boAt to Keep Your Resolutions Alive
Samay Raina Teams Up with boAt to Keep Your Resolutions Alive
 

boAt, India’s leading audio and wearables brand, has launched an entertaining campaign to address a universal New Year challenge: keeping resolutions alive. In collaboration with comedian Samay Raina, the campaign takes a humorous look at the common reasons why resolutions fail, captured perfectly in the witty tagline: "Samay badal gaya, ab motivation nahi."

The campaign, aptly named Crazy-lution, delivers a satirical take on the struggles of staying committed to resolutions, positioning boAt’s new smartwatch as the perfect solution to this yearly dilemma. By blending innovation with humor, the brand aims to resonate with audiences who are all too familiar with the difficulty of staying motivated beyond January. Featuring highlights from Samay Raina’s comedy show India’s Got Latent, the ad is packed with relatable moments, sharp jokes, and a playful roast of boAt itself, with tongue-in-cheek comparisons to Apple adding to the hilarity.

At the heart of the campaign is the smartwatch’s ability to support users in their quest to achieve their goals. BoAt introduces unique features like ChaatGPT, a fun twist on AI assistants that imagines flavorful food scenarios with a side of humor. Calorie Roast offers a cheeky reminder to think twice before indulging in that extra samosa—or to laugh it off when you do. The Step Count feature transforms idle promises into actionable steps, nudging users to walk the talk, while the smartwatch’s long battery life ensures it remains a reliable partner, even when motivation dips.

The campaign underscores boAt’s commitment to blending cutting-edge technology with a touch of humor. 

At boAt, we love to mix innovation with humor. This campaign is our way of adding some laughs to the New Year chaos. Resolutions are hard to keep, but it doesn’t hurt to imagine a little help—even if it’s fictional,” said a boAt spokesperson.

By combining Raina’s sharp wit with a creative approach to promoting their smartwatch, boAt’s Crazy-lution campaign offers a refreshing and relatable take on New Year’s resolutions, leaving audiences amused and inspired to take the first step—whether it’s toward fitness, mindfulness, or just a good laugh.

 

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Sunburn Goa 2024 Partners with Netflix for a Thrilling Squid Game 2 Experience
Sunburn Goa 2024 Partners with Netflix for a Thrilling Squid Game 2 Experience
 

Sunburn Goa 2024 is all set to deliver a groundbreaking festival experience with its collaboration with Netflix to celebrate the much-anticipated launch of Squid Game 2. This unique partnership will transform a dedicated space at the festival into an immersive survival-themed zone, combining the adrenaline of music with the gripping storytelling of the globally acclaimed series.

The Netflix interactive zone will recreate the intensity and suspense of Squid Game with a series of challenges inspired by the show’s iconic games. Participants can engage in activities such as Piggy Bank Crawl, a timed race requiring quick reflexes and strategy; Digi-Dalgona, a game of precision based on the delicate candy-cutting challenge; and Manic Marbles, which tests skill and balance. Additionally, there will be Round and Round, a high-energy competitive showdown, and Red Light, Green Height, a reimagining of the classic Red Light, Green Light with added vertical elements for an extra thrill. Each activity is meticulously designed to immerse visitors in the tension and decision-making that define the Squid Game experience.

Festival-goers will also have access to exclusive Squid Game merchandise and themed photo opportunities, adding another layer of excitement to the event. By merging Sunburn’s electrifying music performances with Netflix’s immersive storytelling, this collaboration offers a unique blend of entertainment that promises to captivate audiences.

Karan Singh, CEO, Sunburn said, “Sunburn has always been about creating unforgettable moments for our fans and this partnership with Netflix takes it to a whole new level. Bringing this interesting immersive experiential of Squid Game 2 to life at Sunburn Goa is a perfect blend of music, adventure, and immersive storytelling. It’s going to be an electrifying experience where fans can truly be part of something extraordinary.”

With its innovative mix of music, adventure, and immersive experiences, Sunburn Goa 2024 promises to be a landmark event, setting a new standard for festival entertainment.

 

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Zomato Teams Up with Sony TV's CID for a Hilarious Crime Investigation & Food Delivery Crossover
Zomato Teams Up with Sony TV's CID for a Hilarious Crime Investigation & Food Delivery Crossover
 

Zomato has partnered with Sony TV's iconic show CID to create a unique and entertaining video content piece that blends the worlds of food delivery and crime investigation in a light-hearted and fun manner. This collaboration is a perfect example of how brands can tap into popular culture to engage with their audiences in a creative way.

In the newly launched video, a Zomato delivery partner is seen arriving at the CID office to deliver a meal. Upon reaching the office, the delivery partner discovers the office door has been broken, setting the stage for a humorous sequence where the CID team, known for solving complex criminal cases, investigates the unusual situation. The video provides an entertaining twist, bringing together the world of food delivery and crime-solving, in a fun, unexpected way.

CID, which has been a staple of Indian television for years, is known for its thrilling crime investigations and iconic characters. The show, which has made a grand return to Sony Entertainment Television, continues to captivate viewers with its gripping storylines and familiar faces. The beloved original cast, including ACP Pradyuman (played by Shivaji Satam), Senior Inspector Abhijeet (Aditya Srivastava), and Senior Inspector Daya (Dayanand Shetty), is back to tackle new cases and keep the audience on the edge of their seats. The show now airs every Saturday and Sunday at 10 PM, offering a perfect blend of suspense and drama, alongside the nostalgic return of its star-studded cast.

This collaboration between Zomato and CID is a fresh and innovative approach to content creation, combining entertainment, humor, and a popular TV show to create a memorable experience for fans of both brands.

 

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Cadbury Bournville’s New Campaign “Don’t Rush It” Champions the Art of Savouring Moments
Cadbury Bournville’s New Campaign “Don’t Rush It” Champions the Art of Savouring Moments
 

In a fast-paced world driven by constant distractions and unending to-do lists, Cadbury Bournville is calling on people to rediscover the joy of living in the present with its latest campaign, “Don’t Rush It.” Mondelez India brings this poignant message to life, urging consumers to pause and relish the exquisite notes of Cadbury Bournville’s intense dark chocolate.

The campaign highlights the meticulously crafted indulgence of Cadbury Bournville, made with perfectly roasted cocoa beans and larger pip-shaped pieces, delivering a pure, immersive taste that deserves undivided attention. Cadbury Bournville emerges as more than just chocolate—it’s an invitation to experience life’s finer moments, turning the act of consumption into a ritual of self-reflection and indulgence.

Nitin Saini, Vice President, Marketing, Mondelez India said,With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed. In a world where everything moves at a relentless pace, we want to inspire people to take a moment, be present, and truly savor the richness of their moments. This sits well with today’s discerning consumers who are looking to build a quality and balanced life. Thus, with our new campaign, Don’t Rush It, we’re turning Bournville into an enabler of slow-down moments and encouraging consumers to experience a deeper connection with themselves—one pip at a time. After all, the most memorable moments are the ones that are unrushed.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India added, “When you think of some of the most unique and witty advertising, Bournville definitely features at the top. We wanted to take it a notch up with this new campaign while maintaining the premium, international imagery that Bournville is known for. We wanted Bournville to make Dark chocolate desirable in India, which is predominantly a milk chocolate market. The film is a perfect mix of a high-octane thriller with a humorous twist that dramatizes the fact that Bournville’s Intense taste is best-savored bit by bit and therefore can’t be rushed.”       

The “Don’t Rush It” campaign underscores Cadbury Bournville’s commitment to offering a deeper, more mindful indulgence, encouraging people to embrace and enjoy the journey of life one exquisite bite at a time.

 

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