Myntra's FWD Partners with Bhuvan Bam for Gen Z-Centric Campaign by Youthbeat

Garage Worldwide has collaborated with Senco Gold & Diamonds to unveil a new wedding season campaign titled “Khushiyon Ki Reet” (Tradition of Joy). Known for its strong presence with over 160 showrooms across India, Senco Gold & Diamonds is expanding its footprint beyond West Bengal. This campaign underscores the brand's rich heritage while embracing modern trends to resonate with today’s generation.

The heartwarming film centers around a young bride who recreates her grandmother’s wedding necklace using Senco’s expert craftsmanship. Drawing inspiration from an old photo album, the film beautifully illustrates the bond between tradition and family.

Joita Sen, Director and Head of Marketing and Design, Senco Gold & Diamonds said, "At Senco Gold & Diamonds, every piece we create is a celebration of history, innovation, and the enduring happiness that comes from both crafting and wearing something truly special. Khushiyon Ki Reet encapsulates the very soul of our brand and our deep connection with customers. Having grown up in Kolkata, I have witnessed the immense brand equity that Senco has enjoyed for decades as a premium jewelry brand. This campaign for the Vivaah Collection reflects our seamless blend of heritage and modernity, appealing to a new generation of Indians who joyfully rediscover the beauty of traditions in contemporary ways. It beautifully tells the story of love, legacy, and the timeless allure of exquisitely crafted wedding jewelry, showcasing the special bond between a grandmother and granddaughter." 

Raj Nair, CCO, Garage Worldwide shared, “I grew up in Kolkata. I am well aware of the brand equity that Senco has enjoyed as a premium jewelry brand for decades in Kolkata and West Bengal. To be able to work on a brand that one has known since decades is a charming opportunity in itself. The chemistry with the brand team that was in play from day 1 has resulted in this campaign for the Vivaah Collection. This is the first in a series of initiatives that Garage will bring alive to connoisseurs of contemporary, artistic, exquisitely crafted gold and diamond jewelry. Senco has an amazing tradition of creating beautifully crafted pieces of jewelry and this story focuses on the love for beautiful wedding jewelry shared in a sweet story between a grandmother and her granddaughter which has been beautifully brought to life by the director Priyanka Ghose and producer Akhil Iyer of Artists Collective.” 

Sanjay Deshmukh, CEO of Garage Worldwide added, “It was a fantastic collaborative effort from the Garage and Senco teams. Weddings are one of the biggest occasions for jewelry buying and in a true Indian tradition, we wanted to capture the individuality of today’s bride and at the same time her relationship with the oldest member of the family.”

The campaign highlights Senco’s Vivaah Collection, celebrating the timeless charm of wedding jewelry that blends tradition with contemporary designs. The film not only reflects the emotional essence of Indian weddings but also emphasizes the enduring beauty and craftsmanship that Senco Gold & Diamonds brings to every piece.

Eveready Industries India Ltd., a leading flashlight and battery manufacturer, has partnered with the Maha Kumbh Police to enhance safety measures for the Maha Kumbh Mela 2025. As part of this initiative, police personnel deployed at the event will be equipped with 5,000 Eveready Siren Torches. These innovative devices, which feature a powerful 100dbA safety alarm, aim to aid in effective crowd management and ensure the safety of the millions of pilgrims expected to attend the 44-day event.

The Maha Kumbh Mela 2025 is anticipated to welcome approximately 400 million devotees, making it one of the largest spiritual gatherings in the world. The collaboration also includes propagating safety norms across 56 police stations within the Mela premises and prominently displaying emergency contact numbers at key police posts to assist attendees in emergencies.

The Eveready Siren Torch DL102 serves a dual purpose as a flashlight and a safety alarm, activated by a pull-keychain, enhancing its utility for both personal and public safety. Eveready will conduct practical demonstrations of the torch’s features for the Maha Kumbh Police to ensure effective usage during the event.

Rajesh Dwived, SSP, Kumbh Mela said, “We have made extensive arrangements for the safety and security of pilgrims. Eveready’s Siren torches will also be an important part of this arrangement. It will definitely help strengthen our efforts.”   

Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights) at Eveready Industries India Ltd. said, “The Maha Kumbh Mela is one of the world’s largest congregations and this year the 44-day long spectacle is expected to draw unprecedented visitors. Over the years, police have consistently done a commendable job by efficiently managing large crowds thereby safeguarding millions of pilgrims during their spiritual journey. This year, we are proud to join forces with the Maha Kumbh Police equipping them with the powerful Siren Torch to assist them in effective crowd management and maintaining a safe environment.” 

The Siren Torch is designed to inspire confidence, especially among women, empowering them to explore without compromising their safety. Beyond its use at the Mela, the Siren Torch symbolizes Eveready’s commitment to innovation, safety, and societal well-being. This collaboration stands as a testament to the importance of enhancing safety measures at one of the world’s most significant religious events.

Coca-Cola India has made a significant impact at the ongoing Maha Kumbh 2025, bringing its iconic beverages—Coca-Cola, Thums Up, Sprite, Charged, Maaza, Kinley, Limca, Fanta, and Minute Maid—closer to millions of attendees at one of the world’s largest cultural gatherings. With Coca-Cola products available every 400 meters across the event grounds, the brand ensures that no visitor is ever far from a refreshing drink.

To commemorate this momentous occasion, Coca-Cola India has launched a special Maha Kumbh edition packaging for select beverages, celebrating India’s rich cultural heritage. These exclusive designs, incorporating local cultural elements, offer visitors unique keepsakes, adding to the festive spirit. Coca-Cola’s on-ground presence is tailored for consumer convenience, with hydration carts and food court activations ensuring easy access to drinks. Additionally, the company is enhancing the experience by pairing its beverages with the diverse culinary offerings at the event.

Through vibrant visuals and engaging activations, Coca-Cola India is not only contributing to the festive atmosphere but is also creating meaningful impact through various initiatives.

Greishma Singh, Vice President Marketing, Coca-Cola India and South West Asia shared, “We’re delighted to play a part in refreshing millions during one of the country’s most iconic cultural celebrations. We will be pairing our diverse portfolio of beverages with local foods and flavors and bringing to life immersive experiences to make Maha Kumbh even more memorable for all who visit. We are committed to creating social impact through multiple initiatives at the event, that showcase the potential of repurposed packaging and raise awareness about recycling to inspire collective action.”

As part of its sustainability efforts, Coca-Cola India has introduced waste management initiatives for the collection and recycling of PET waste during the ongoing event.

By combining celebration, sustainability, and innovation, Coca-Cola India is ensuring that visitors to the Maha Kumbh 2025 take home not only cherished memories but also a greater sense of shared responsibility for environmental impact.

CHUK, the flagship brand of Pakka Limited, a leading manufacturer of compostable food packaging, has formed a partnership with the MahaKumbh Mela Trust to become the official tableware supplier for the event. This collaboration aims to provide sustainable and eco-friendly tableware products for the MahaKumbh Mela, which will be held in Prayagraj, Uttar Pradesh (UP).

CHUK will supply its compostable tableware, made from bagasse, exclusively to restaurants participating in government programs during one of the world’s largest religious gatherings. The partnership will help meet the massive logistical challenges of serving millions of devotees while upholding the highest standards of hygiene and environmental responsibility. The MahaKumbh Mela, which occurs once every 12 years, draws a crowd of millions.

The alliance between CHUK and the MahaKumbh Mela Trust aligns with the UP government’s goal of celebrating the event with a strong emphasis on cleanliness and reducing plastic waste. This initiative is in line with the UP government’s RACE drive (Reducing Plastic and Achieving Clean Environment), aimed at promoting plastic-free communities. Additionally, CHUK’s participation in the Ram Mandir inauguration further reinforces the brand’s support for eco-friendly alternatives and a cleaner planet.

As the official tableware partner, CHUK ensures the highest quality for its products at the MahaKumbh Mela. Each piece of tableware undergoes rigorous heat resistance testing, subjected to 100-degree hot oil and water to guarantee a spill-free experience. The products are also carefully examined for structural integrity, with quality control specialists checking for even the smallest imperfections.

Jagdeep Hira, India Business Head, Pakka Limited said, “We are immensely grateful to be a part of the MahaKumbh Mela, the world’s largest religious gathering. This sacred gathering holds a special place in the hearts of millions, and we feel truly fortunate to contribute to its success with our eco-friendly solutions. This partnership reflects our commitment to blending spiritual values with environmental responsibility, and we are humbled to be part of this congregation and contributing towards creating a cleaner earth."

CHUK has been selected as the most preferred vendor (L1) to supply eco-friendly tableware during the event. The deal, valued at Rs. 1.75 crore, has the potential to expand to Rs. 2.5 crore, depending on the event’s requirements.

Swiggy Instamart is elevating winter convenience in Delhi-NCR by going beyond grocery deliveries to spread warmth and joy. In collaboration with Dentsu Creative Isobar and Lifelong, the brand has launched the ‘Instawarmer’ campaign, an innovative activation designed to bring instant comfort during the chilly season.

The centerpiece of the campaign was an advanced, tech-enabled heater installation at Cyber Hub, Gurugram. This interactive heater delivered warmth instantly when visitors placed their hands in front of it, redefining the concept of winter comfort. The installation underscored Swiggy Instamart’s ethos of delivering convenience swiftly and effectively.

Dentsu Creative Isobar played a key role in blending creativity with utility, crafting a campaign that embodied Swiggy Instamart’s commitment to speed and customer satisfaction. The ‘Instawarmer’ campaign paralleled the instant delivery of groceries with the instant warmth provided by the heater, creating a seamless connection between brand values and customer needs.

Abhishek Shetty, Director - Brand Marketing, Swiggy Instamart said, “At Swiggy Instamart, we constantly look for ways to provide not just convenience but also a delightful experience for our customers. With ‘Instawarmer’, we’ve managed to bring warmth - both literally and figuratively - to our audience. This campaign, beautifully crafted by Dentsu Creative Isobar, embodies our mission of being there for our customers, no matter the need.”

Sahil Shah, President, Dentsu Creative Isobar added, “Creating a creative tech lead campaign that connects utility with emotion is always rewarding. Through this campaign, we wanted to show how Swiggy Instamart’s instant solutions aren’t just about convenience but also about understanding and addressing real human needs. The installation at Cyber Hub wasn’t just a tech-enabled heater; it was an experience of care and connection.”

Abhijat Bharadwaj, CCO, Dentsu Creative Isobar commented, “This collaboration is a testament to the power of modern creativity. At Dentsu Creative Isobar, we always aim to deliver new-age ideas that resonate with audiences while staying true to the brand’s core promise. ‘Instawarmer’ exemplifies how creativity and purpose can come together to deliver meaningful impact.”

Shivalika Bhasin, Brand Partnerships Manager, Lifelong said, “At Lifelong, our mission has always been to improve the everyday lives of our customers through innovation. Partnering with Swiggy Instamart and Dentsu Creative Isobar for this campaign allowed us to extend that vision. The ‘Instawarmer’ installation not only provided physical warmth but also showcased how small, thoughtful innovations can bring comfort and joy to people’s lives.”

Through the ‘Instawarmer’ campaign, Swiggy Instamart has demonstrated its ability to combine innovation with empathy, delivering experiences that go beyond convenience to make a meaningful impact.

Reliance Jewels, one of India’s most trusted jewelry brands, has launched its much-awaited Dream Diamond Sale, running until February 16, 2025. This annual celebration of brilliance offers customers the opportunity to indulge in the allure of diamonds with up to 30 percent off on diamond value and making charges. Perfect for the season, this exclusive offer encourages jewelry enthusiasts to enhance their collections with timeless and elegant diamond pieces.

The Dream Diamond Sale presents a wide range of meticulously crafted diamond jewelry, catering to diverse tastes and occasions. From statement bridal sets and elegant rings to delicate earrings, versatile bangles, and grand necklaces, Reliance Jewels ensures there’s something for everyone. Whether you’re looking to elevate everyday style or mark life’s special moments, the collection promises unmatched quality and design.

Sunil Nayak, CEO, Reliance Jewels shared, “At Reliance Jewels, we understand the timeless allure of diamonds and the emotions they symbolize. The Dream Diamond Sale has been curated to make these precious gems more accessible, allowing customers to celebrate cherished moments or simply indulge in everyday elegance. With our unmatched offers and a vast collection of diamonds, we are thrilled to spread joy and brilliance this season.”

The campaign underscores the deep connection between women and diamonds, emphasizing their symbolism as tokens of love, appreciation, and cherished memories. Diamonds, often regarded as timeless treasures, make every moment unforgettable—whether they are gifted to a loved one, a token of gratitude, or a personal indulgence.

With over 180 standalone showrooms nationwide, Reliance Jewels invites customers to explore their exquisite diamond collection. The Dream Diamond Sale is not just a shopping opportunity but a celebration of emotions, offering a chance to mark life’s milestones with brilliance and elegance.

Clovia, India’s leading lingerie, sleep, and personal care brand, has launched exciting digital campaigns featuring Bigg Boss OTT Season 3 stars Khanzaadi and Sana Makbul to showcase its latest collection. This collaboration highlights the brand’s commitment to providing chic, comfortable, and versatile designs while celebrating individuality and self-expression.

The campaign videos focus on two key product categories from Clovia's versatile portfolio: premium strapless bras and quirky printed nightwear. Aimed at connecting with urban millennial women, the campaign emphasizes the perfect blend of comfort, style, and functionality in everyday essentials. It also encourages women to embrace their uniqueness and redefine how they view intimate and everyday wear.

With their impressive online following—Sana Makbul boasts 2.4 million followers and Khanzaadi has 1 million—both celebrities have brought added influence to the campaign. Their videos have garnered significant engagement and views on Instagram, resonating strongly with Clovia’s audience and amplifying the brand’s mission to empower women through functional yet fashionable products.

Rajeswar Rao, VP, Digital Marketing, Clovia said, “At Clovia, we believe lingerie should do more than just fit; it should inspire confidence, comfort, and a sense of empowerment. Our collection is crafted with this philosophy, offering solutions that cater to every woman’s unique needs. Over the past year, the brand focused on a blend of value-driven products, exclusive partnerships, and a thoughtful marketing strategy to enhance the customer experience. Through these latest digital campaigns with Khanzaadi and Sana Makbul, we aim to connect with urban millennial women who seek versatile, high-quality essentials that empower them to feel confident and embrace their unique personalities.”

Clovia continues to innovate across its product categories, offering a diverse range of lingerie, nightwear, activewear, and more. The new collection is available through Clovia’s official website, retail stores, and various e-commerce platforms.

GUESS Inc., the iconic global fashion brand, is all set to launch GUESS JEANS, its California-based denim lifestyle brand, in India. This launch will be made possible through a long-term franchise partnership with Tata Group’s multi-category e-commerce platform, Tata CLiQ (Tata UniStore Limited). As part of the agreement, Tata CLiQ will become the official retailer for GUESS JEANS in India, expanding the brand’s presence both online and through physical stores, ensuring a seamless omnichannel experience for Indian consumers.

The brand, known for its high-quality denim, style, and sustainability efforts, will cater to the growing Indian demand for fashion-forward, accessible, and premium denim wear. Nicolai Marciano, Chief New Business Development Officer at Guess Inc., who conceived and launched GUESS JEANS, believes this partnership will significantly boost the brand’s presence in the country.

Nicolai Marciano, Chief New Business Development Officer, Guess Inc. said, “As the next step in our global growth initiative for GUESS JEANS, we expect a rapidly expanding and prosperous partnership with Tata CLiQ, which is part of the Tata Group in India. Our brand's legacy, heritage, and innovative outlook on denim, paired with the local knowledge and expertise of Tata Group, ensure a strong and enduring partnership. GUESS JEANS will complement and create significant incremental growth in India for the GUESS? Inc portfolio by targeting a new customer with accessible pricing, a casual aesthetic, and a modern communication strategy. We are confident that the reimagined GUESS JEANS brand, accompanied by our innovative GUESS AIRWASHTM technology, has long-term potential within the Indian market.”

Gopal Asthana, CEO, Tata CLiQ shared, “At Tata CLiQ, our mission is to partner with renowned global brands that align with the aspirations and needs of consumers in the country. We are thrilled to be the preferred partner of GUESS JEANS for their India launch. With our shared vision of bringing trendy merchandise and innovative shopping experiences to consumers, at Tata CLiQ, we are committed to offering an elevated brand experience across different channels. We look forward to building and growing the brand by strategically bolstering its omnichannel presence across the country.”

This partnership is poised to expand GUESS JEANS’ distribution channels across India, with plans to roll out a nationwide store network. The collaboration between GUESS Inc. and Tata CLiQ is a significant milestone for both brands as they strive to bring trendy, high-quality denim to the Indian market.

GUESS JEANS has long been a symbol of the casual Californian lifestyle, refining wardrobe staples central to its heritage, such as denim, outerwear, and knitwear. The brand offers a wide array of denim styles for both men and women, ranging from classic straight-leg jeans to contemporary skinny fits. Each piece reflects the brand’s signature blend of timeless appeal and modern edge.

With the launch of GUESS AIRWASH technology, GUESS JEANS is reintroducing a sustainable approach to denim. This innovative technology replaces the traditional stone-washing process with air and bubbles, significantly reducing water and energy consumption, while still delivering the signature look of stone-washed denim. This marks a significant step towards a more sustainable future for the fashion industry.

Founded by the Marciano brothers in 1981, GUESS revolutionized the denim industry with the introduction of stone-washing, and now, with GUESS AIRWASH, the brand is once again leading the charge in sustainable innovation within denim.

Lemon Salons, the renowned beauty destination, has joined forces with Sunny Leone’s cosmetics brand, Star Struck, to offer beauty enthusiasts a unique and luxurious experience. This exciting partnership marks a significant milestone in the growing influence of Star Struck in the beauty industry while adding another layer to Lemon Salons’ already impressive reputation for providing top-tier beauty services.

The collaboration introduces a range of high-quality products, including Floractive Profissional, Artisto, Kerastase, Beauty Essentials, Mr Barber, Circle, Star Struck, Skinora, and L'Oréal Professional, all available for use in Lemon Salons’ services.

Qurat Syed Deshmukh, Co-founder, Lemon Salons shared, "We have been part of the beauty industry for the past 18 years and have achieved great heights. Initially, we started as a Loreal professional salon and today we have reached the mark of the top-line salons by having Kerastase. For us, the question for now was what next? Hence the Star Struck collaboration happened, as we wanted to try having a cosmetic brand in our salon. Lemon Salons is known for bridal makeup and caters to party events because of which getting into makeup was an idol move for us, especially with Star Struck."

Faisal Deshmukh, Founder, Lemon Salons stated, "Sunny and Daniel are amazing people, very cordial and welcoming. They understood our idea of planning something out of the box in the salon industry and their love and support has got us to this day that finally we are in collaboration with Star Struck.”

For Sunny Leone, this collaboration is more than just a business venture—it is an opportunity to empower individuals to feel confident and beautiful. 

"Excited to collaborate with Lemon Salons X Star Struck Cosmetics as it’s a perfect fit. Lemon Salons is known for great makeovers with great makeup artists in-house so what better would it be to have Starstruck as the cosmetics being used for all the amazing clients that come to Lemon Salons,” commented actress Sunny Leone.

Currently, Lemon Salons boasts 10 outlets across Mumbai and plans to expand by opening five more stores by the end of 2025, with potential expansion beyond Mumbai. The founders also have plans to grow the brand phase-wise and extend their reach into the academy business, offering professionally certified courses to aspiring beauty professionals.

This partnership represents a new chapter for both Lemon Salons and Star Struck, bringing together two industry leaders to provide beauty enthusiasts with an elevated and unforgettable salon experience.

Innisfree, the renowned South Korean skincare brand known for its nature-inspired products, has launched its first-ever brand film, featuring the debut of its brand ambassador, Wamiqa Gabbi. The captivating film, created and produced by Social Whistles Studio, takes viewers on an enchanting journey to Innisfree’s Island—the birthplace of its natural ingredients—blending fiction and facts to showcase the purity and effectiveness of the brand’s offerings.

The film follows Wamiqa, who is magically transported to the lush green Island, where she explores the serene landscape and uncovers the brand’s roots in natural ingredients. Throughout the journey, a rabbit accompanies Wamiqa, subtly symbolizing Innisfree’s commitment to cruelty-free and animal-friendly beauty practices. The brand film masterfully intertwines elements of fantasy and reality, reflecting Innisfree’s dedication to environmental sustainability.

Wamiqa Gabbi expressed, “Filming this felt like stepping into a fairytale. The film perfectly captures Innisfree’s promise of purity and care, rooted in nature. Being part of this film was an incredible experience and I’m honored to be associated with a brand that cares for the environment and animals as much as I do.”

Paul Lee, Managing Director & Country Head of Innisfree shared, “This brand film is more than just a campaign – it’s a celebration of nature’s treasures and the purity that defines Innisfree. We wanted to create something that feels immersive and brings our audience closer to the origins of our products. We hope this film inspires Indian consumers to embrace skincare that is not only effective but also kind to the planet."

Mini Sood Banerjee, Assistant Director & Head of Marketing added, “At Innisfree, nature is not just an inspiration—it’s our collaborator. From volcanic clusters to green tea seeds and cherry blossoms, every ingredient symbolizes the purity and effectiveness of nature. The song ‘Isle Be There’ isn’t just a creative touch in the film – it’s a promise that Innisfree will continue to bring the goodness of Island to skincare lovers across India."

The brand film not only introduces viewers to Innisfree’s signature products and ingredients but also underscores the brand’s core values of sustainable and ethical beauty practices, inviting Indian consumers to experience skincare that is both effective and kind to the planet.

Homegrown sustainable brand Jiwya has kicked off the new year with the launch of its latest collection, "Rivayat," which means "a story." The collection is a celebration of seasonal transitions and new beginnings, characterized by a vibrant palette and innovative silhouettes that blend tradition with contemporary design.

"Rivayat" offers an eclectic mix of signature cocktail and evening wear, casual brunch ensembles, and resort wear. The collection’s foundation is deeply rooted in storytelling, bringing the essence of nature to life through plant-based fabrics, textures, and colors.

Staying true to its commitment to sustainability, Jiwya’s latest collection highlights more than 100 Indigenous art forms, including handwoven fabrics, intricate hand embroidery, hand block prints, and hand painting. Each piece is designed for versatility, offering bespoke creations meant to be worn and cherished over time. The color palette reflects nature’s beauty, featuring earthy browns, pastel periwinkles, subtle aboli oranges, vibrant kaner yellows, and lush henna greens.

Personalization is a key feature of "Rivayat," with garments made to order and tailored to suit individual preferences. The collection also includes a curated selection of wall art and home décor, crafted from fabrics unsuitable for clothing, extending the brand’s commitment to sustainable artistry.

Aishwarya Lahariya, Co-founder and Designer, Jiwya said, “The collection is a testament to the stories of India translated into apparel that nestles it in plant-based compassion. The designs follow a scientific foundation with a global approach; this is our attempt at transcending Indian generational arts through a sustainable lens for a global audience. Our pieces celebrate the body, skin, textures, and shapes – of the wearer and the fabric. We encourage our customers to be one with nature using our proprietary plant colors and softest plant fibers in their earthy, raw luxury. The styles are breezy yet confident, cozy yet proud. Each piece is proudly handmade, comes from the soil, and holds the humility to be one with it.”

Founded by two textile scientists, Jiwya emphasizes the importance of preserving authentic art and craftsmanship. The collection is available in limited editions of 10 or 20 pieces or as unique one-of-a-kind creations, ensuring exclusivity and heirloom quality for its customers.

"Rivayat" is now available globally through Jiwya’s website and collaborations with prominent marketplaces in Los Angeles, London, and Europe. The brand’s compliance with Global Sustainability Quotient standards underscores its dedication to eco-conscious fashion. Jiwya exclusively uses 100 percent plant-based yarns and colors, following a bio-circular fashion lifecycle that consumes just one-tenth of the water required by conventional methods. Additionally, the brand’s artisans are compensated with wages 15-20 percent above industry norms.

Looking forward, Jiwya aims to expand its global footprint in 2025 with thoughtfully crafted slow fashion collections that continue to promote sustainability and ethical practices.

Ramraj Cotton, a trailblazer in traditional Indian ethnic wear, has launched an all-encompassing 360° campaign featuring Bollywood star Abhishek Bachchan and players from the Chennaiyin FC football team. The campaign is set to be showcased across print, digital platforms, and General Entertainment Channels (GECs) in multiple regional languages, reaffirming the brand's commitment to celebrating India’s cultural heritage.

K.R. Nagarajan, Founder and Chairman, Ramraj Cotton said, “At Ramraj, our mission has always been to celebrate and promote traditional Indian attire. The dhoti, a symbol of heritage, has been at the heart of our brand since its inception. We take pride in reintroducing this attire to the younger generation, transforming it into a statement of elegance and style while staying rooted in tradition. From humble beginnings, it has been our constant endeavour to revive and uplift our cultural roots, and we see this campaign as a way to merge tradition with modernity.”

Nagarajan further explained, “Dhoti is not merely South Indian attire; it is a reflection of India’s diverse culture. Through Ramraj Cotton in collaboration with Mr. Abhishek Bachchan and the Chennaiyan FC football team, we aim to showcase how this timeless garment can connect people across regions and generations, celebrating our unity in diversity.”

B R Arun Eashwar, Managing Director, Ramraj Cotton commented, “At Ramraj Cotton, we celebrate the dhoti with over 4,000 unique varieties, reflecting India's diverse styles and traditions. This campaign is our way of reintroducing the dhoti to the younger generation, inspiring them to embrace this iconic attire with pride. By showcasing its versatility and timeless appeal, we hope to make the dhoti a preferred choice for both traditional occasions and modern fashion.”

The campaign’s ad film blends storytelling with cultural pride. The TVC portrays Abhishek Bachchan arriving at a friend’s party, dressed in a Ramraj Cotton dhoti and shirt. As guests humorously comment on his South Indian attire, tying it to his ownership of the Chennaiyin FC football team, Bachchan responds with a witty yet heartfelt message. He explains that tradition transcends regions and attire, serving as a unifying thread in India’s cultural diversity. Bachchan draws a parallel to his football team, highlighting its diverse roster of players from different parts of the country. He emphasizes that the dhoti, though often associated with South India, reflects the nation’s collective heritage, with each state adding its unique touch to the timeless garment.

The 360° campaign, titled “Abhishek Bachchan Celebrates the Timeless Elegance and Culture with Ramraj Cotton,” launched today and aims to connect with audiences nationwide through print, digital, and television platforms. By blending modernity with tradition, Ramraj Cotton seeks to inspire pride in India's rich cultural legacy.

Nexion, a prominent Italian-Indian manufacturer of high-quality sintered stone, has entered into a three-year partnership with the Darpana Academy of Performing Arts in Ahmedabad, India. The collaboration, initiated in 2023, was proposed by Mallika Sarabhai, an internationally acclaimed activist, actress, and classical dancer, who leads the academy.

Mallika Sarabhai, daughter of India’s renowned scientist Vikram Sarabhai and classical dancer Mrinalini Sarabhai, has dedicated herself to preserving and promoting her family’s artistic legacy through Darpana Academy, founded by her mother.

The partnership debuted with the world premiere of Meanwhile, Elsewhere, a production by Darpana’s Artistic Director, Yadavan Chandran. Chandran, known for his innovative work in television and multimedia theatre, brought his unique vision to the performance, which explores memory, desire, and human connection. Inspired by Italo Calvino’s Invisible Cities, the production uses poetic monologues, vibrant projections, and choreography to navigate the stories of Marco Polo and Kublai Khan.

Mahesh Delvadia, Managing Director, Nexion stated, “Nexion Surfaces is proud to partner with the Darpana Academy of Performing Arts, as this collaboration perfectly aligns with our mission to foster cultural exchange and celebrate creativity. Through this partnership, we aim to build lasting bridges between Italy and India, embracing the rich heritage of both nations while promoting innovative artistic expressions that transcend boundaries.”

The collaboration also saw the world premiere of Of Heroes and Gods, an opera by Neapolitan artist Edoardo Catemario, who is renowned for his contributions to classical music and has released 15 DECCA Italia CDs. The opera, inspired by the Mahābhārata, explores themes of Karma, Dharma, and resilience, with Draupadi at its core as a symbol of strength and moral integrity.

Performed during the 45th Vikram Sarabhai International Arts Festival in Ahmedabad, Of Heroes and Gods marked a significant cultural exchange, blending the rich traditions of India and Italy.

This partnership between Nexion and the Darpana Academy underscores their shared commitment to celebrating creativity and building cultural connections, fostering a global appreciation for the artistic heritage of both nations.

The Bear House, a  men’s apparel brand known for its stylish smart work casuals, has made a bold move in the fashion industry by becoming the first brand to collaborate with the globally popular contemporary dance crew The Quick Style.

The exciting new partnership is highlighted by a dynamic dance video in which the members of The Quick Style are seen wearing The Bear House’s fashion-forward clothing while performing their signature high-energy routine.

“The Quick Style enjoys a massive fan following here in India. Their unique smart-casual fashion choices perfectly align with The Bear House’s contemporary designs, making this collaboration a match made in heaven! We are confident that through this unique partnership, we will connect with India’s young, fashion-forward consumers who value comfort and sophistication,” said Tanvi Somaiya, Co-Founder, The Bear House. 

The video features the talented dancers showcasing pieces from The Bear House’s versatile smart-casual collection, which includes shirts, polos, jackets, t-shirts, and shackets. Highlighted styles include Noia, Ardea, Kumi, Roliver, Ume, Klint, Itado, Atoll, Elmira, and Hellin. This exclusive collection is available for purchase on The Bear House website.

Founded in 2017 by Tanvi and Harsh Somaiya as a passion project, The Bear House has evolved into a premium menswear brand. Known for its impeccable quality and versatile designs, the brand caters to discerning Indian consumers who seek stylish yet functional attire that effortlessly transitions between professional and social settings.

The Bear House offers a curated selection of smart casuals, including shirts, bottoms, polos, blazers, accessories, and footwear, all tailored for modern Indian men who aspire to “Go Everywhere, Do Everything.”

With this collaboration, The Bear House continues to redefine contemporary fashion while strengthening its connection with India’s trend-conscious youth.

Bonzer7, a distinguished tiles brand under the banner of Asian Granito India, has proudly announced Bollywood actress Vaani Kapoor as its brand ambassador. This exciting partnership is complemented by the launch of a captivating new campaign titled ‘Kya Baat Hain,’ which showcases Vaani Kapoor and aims to further cement the brand’s presence in the competitive tiles market. With this collaboration, Bonzer7 seeks to expand its reach, particularly among the younger demographic, while reinforcing its commitment to style, quality, and innovation.

Vaani Kapoor’s association with Bonzer7 is expected to amplify the brand’s appeal, making it more relatable to modern consumers with a penchant for stylish and premium home décor solutions. As the face of Bonzer7’s campaigns, Vaani’s vibrant personality and influential presence are anticipated to create a stronger emotional connection between the brand and its audience.

Kamlesh Patel, Chairman and Managing Director, Asian Granito India said, "We are thrilled to welcome Vaani Kapoor to the Bonzer7 family. Our brand’s values and energy resonate with Vaani’s vibrant personality and captivating presence, making this an ideal collaboration. Vaani's association will help us connect with a wider audience, showcasing the beauty, grandeur, and quality of our products.”

Vaani Kapoor said, "I am thrilled to be associated with Bonzer7, a dynamic brand that perfectly embodies luxury and innovation. Their unwavering commitment to quality and exceptional design, combined with a modern aesthetic, is truly inspiring. I am excited to collaborate with them and contribute to their journey as we work together to shape a future of success and innovation."

This collaboration marks a significant milestone for Bonzer7 as it continues to solidify its position as a leading tiles brand. By blending luxury, innovation, and superior craftsmanship, Bonzer7 aims to cater to the evolving preferences of consumers, delivering high-quality products that redefine modern living spaces.

ROS Beauty kicks off the new year with the launch of its highly anticipated Shine and Thrive Collection, offering a bold statement for beauty enthusiasts seeking confidence and effortless glam. At the heart of this innovative collection are the revolutionary Nail Stickies—designed for salon-quality nails in just 10 minutes, without the need for UV light, buffing, or drying.

2025 is here, and it’s time to make your statement with ROS Beauty’s Shine and Thrive Collection. Get ready for the ultimate glow-up with the new Nail Stickies—the easiest way to level up your nail game and turn heads without effort. 

The Shine and Thrive Collection encourages individuals to embrace their unique energy and glow unapologetically. With a focus on self-expression, the collection’s high-shine designs transform everyday moments into runway-worthy experiences. Whether you’re chasing new dreams or just want nails that hit differently, this collection’s got you covered. Bold, shiny, and unapologetically YOU.

The collection boasts a wide range of stunning nail designs, each perfect for various moods and occasions. Sparkling Lights brings glittery brilliance to elevate everyday moments, while Golden Glow offers timeless elegance, ideal for both casual and formal settings. Sparkle Girlie delivers a playful yet chic shimmer of pink, and Glow Where You Go features soft hues and bold accents for a versatile, on-the-go lifestyle. Light It Up merges sleek neutrals with bold confidence, perfect for a polished and understated look. For those looking to make a statement, Hot Shot combines glittery silver and fiery red for a showstopping vibe.

“Forget about boring nails and long salon visits,” ROS Beauty emphasized. “With Shine and Thrive, beauty is fast, fun, fearless, and safe. Your glow-up starts NOW.”

ROS Beauty is redefining the nail game with its innovative, easy-to-use designs, making beauty both accessible and effortless. Step into 2025 with the Shine and Thrive Collection and let your nails become the ultimate accessory. Your journey to unmatched glam begins today!

Louis Vuitton and renowned Japanese artist Takashi Murakami are celebrating two decades of creative collaboration with the launch of the Louis Vuitton × Murakami Re-Edition Collection. This expansive collection of over 200 items revisits the iconic designs from their original partnership, now enhanced with modern technology to elevate the vibrant colors and intricate details of Murakami’s celebrated motifs.

The collection reimagines timeless elements like the Monogram Multicolore and beloved characters such as Superflat Panda and Cherry Blossom, bringing a fresh perspective to these iconic designs. These motifs appear across Louis Vuitton’s signature offerings, including bags, belts, perfumes, and even skateboards, merging luxury craftsmanship with Murakami’s playful artistry.

The first wave of items has already been rolled out from January 1, with a second chapter, featuring spring-inspired designs, set to launch in March. This re-edition collection not only revisits the creative milestones of the past but also redefines the fusion of art and fashion for a new generation.

To mark this milestone, Louis Vuitton and Murakami have enlisted Zendaya as the face of the campaign. The actress exudes sophistication and modernity in visuals shot by renowned photographers Inez van Lamsweerde and Vinoodh Matadin, capturing the essence of this iconic partnership.

The Louis Vuitton × Murakami Re-Edition Collection is more than a tribute to their shared history; it’s a celebration of the fusion of art and luxury. By marrying Murakami’s bold, imaginative designs with Louis Vuitton’s unparalleled craftsmanship, the collection reinforces the enduring legacy of their collaboration and highlights the evolving dialogue between fashion and contemporary art. It’s a testament to innovation, creativity, and cultural impact, making it a highly anticipated release for collectors, art enthusiasts, and fashion connoisseurs alike.

Sarita Handa, a name synonymous with artisanal luxury textiles and home decor, has collaborated with Swadeshi to introduce Fable, a stunning collection of hand-embroidered crewel work fabric. This exquisite range draws inspiration from the picturesque beauty of the countryside, featuring vibrant floral and animal motifs. Every stitch is a testament to craftsmanship, transforming the fabric into a work of art that tells a captivating story.

The fabric, crafted from a luxurious blend of 40 percent cotton and 60 percent linen, combines durability with a refined texture, making it ideal for versatile applications. Its striking Blue/Orange palette adds a cheerful and energetic touch to any space, whether adorning cushions, enhancing upholstery, or serving as statement decor pieces. Designed to refresh living rooms or lend charm to bedrooms, Fable seamlessly transforms interiors with its bold, lively character.

Fable is more than just a textile. It is a piece of art that celebrates nature’s vibrant beauty while elevating the spaces it graces. Through this collection, the brand continues its legacy of infusing homes with personality and storytelling.

The intricate crewel work elevates the visual appeal of the fabric, offering an ideal choice for homeowners seeking to blend style with narrative. From cushions inviting cozy lounging to drapes infusing rooms with a flood of color, or bespoke furniture upholstery sparking conversations, the dynamic interplay of blue and orange in Fable enlivens any setting.

The vibrant fabric not only enhances the aesthetic of interiors but also uplifts the atmosphere, making every corner of a home more inviting. Its bold design and lively color scheme are perfect for those who wish to inject a sense of energy and artistry into their living spaces.

Sarita Handa's journey from a small, single-person operation in 1992 to an undisputed leader in luxury interior design is a testament to her creative vision. Driven by a mission to revive pride in art and textile design, the brand has captured the hearts of design connoisseurs both nationally and internationally. Today, Sarita Handa stands as a hallmark of handcrafted elegance, offering natural textiles, furniture, and decor accessories that redefine luxury living.

Fable is yet another feather in the cap of this illustrious legacy, promising to enchant spaces and inspire interiors with its artisanal brilliance.

Emami Ltd has unveiled a new identity for its iconic men’s grooming brand, Fair And Handsome, now rebranded as Smart And Handsome, with Bollywood superstar Kartik Aaryan as its new brand ambassador. The rebranding reflects a shift in consumer preferences, with modern men prioritizing skin health, individuality, and confidence over traditional grooming narratives. 

The brand’s new positioning statement, "Har Roz Handsome Code," underscores its commitment to empowering men to feel confident in their skin every day. Moving beyond the traditional focus on fairness, the revamped identity aims to offer effective grooming solutions for face, body, and hair care. To ensure a seamless transition, the new packaging prominently highlights the message, "Fair And Handsome is now Smart And Handsome," maintaining consumer trust and recognition.

Gen-Z favorite Kartik Aaryan has been roped in as the new face of the brand. Known for his charisma, youthful energy, and style, Kartik resonates with Smart And Handsome’s ethos of empowering men to look and feel their best daily. His association is expected to further strengthen the brand’s connection with its target audience across urban and emerging markets.

"We see a tremendous opportunity to address a broader spectrum of grooming needs for today’s dynamic young men. The rebranding from Fair And Handsome to Smart And Handsome is a strategic decision driven by consumer insights that highlight a shift towards individuality, diversity, and confidence focusing on natural skin health among today’s young men.  Consumers are increasingly open to multiple new-age product formats and solutions that can help achieve and maintain the best versions of their own skin. With exciting new product launches on the horizon and Kartik Aaryan as the new face of the brand, we are confident that this refreshed identity as Smart And Handsome as a comprehensive grooming solution will further solidify our leadership in the evolving male grooming market,” said Mohan Goenka, Vice Chairman and Wholetime Director, Emami Ltd.

Kartik Aaryan expressed, “I’m truly excited to join the Emami family as the face of Smart And Handsome. Grooming today goes beyond appearances—it's about confidence, individuality, and self-expression. The brand’s vision of holistic grooming resonates deeply with me, offering modern men effective and inclusive solutions that empower them to be their best selves. I’m looking forward to being part of this exciting journey."

The decision to rebrand stems from extensive consumer research, which revealed that men today are seeking grooming products addressing multiple concerns, such as hydration, oil control, and overall skin health. With India’s male grooming market projected to reach Rs.18,000 crores in 2024, this shift reflects the growing investment by men in products that boost confidence and overall well-being.

The rebranding campaign featuring Kartik Aaryan will launch in mid-January, encompassing television, digital, and social media platforms. Through this initiative, Smart And Handsome aims to redefine male grooming by offering modern, inclusive solutions tailored to the dynamic lifestyles of today’s men.

Obagi Medical, a well-recognized name in medical-grade skincare, has officially launched in India through an exclusive partnership with Nykaa. Founded in the United States, Obagi Medical is celebrated for its clinically proven solutions addressing various skin concerns such as aging, hyperpigmentation, and uneven skin tone. The collaboration highlights Nykaa’s dedication to democratizing beauty by introducing premium global brands to Indian consumers while advancing its role as a pioneer in dermatological skincare.

Obagi Medical is driven by the philosophy that healthy, radiant skin empowers individuals with confidence. The brand has consistently set benchmarks in the industry with innovative products like pioneering vitamin C serums and breakthrough sunscreen technologies, offering visible and long-lasting results. Among its highly anticipated offerings in India are the Daily Hydro-Drops Serum, Retinol 1.0 Cream, and Professional-C Serum.

The Obagi Medical Daily Hydro-Drops Serum, priced at Rs. 11,500, is a weightless, hydrating solution powered by Isoplentix Technology. It delivers concentrated antioxidants through pure Niacinamide, Abyssinian Oil, and Hibiscus Oil, helping to reduce fine lines and wrinkles for refreshed, radiant skin. The Retinol 1.0 Cream, available for Rs. 8,500, features slow-release Retinol that gently promotes skin turnover, evens skin tone, and minimizes aging signs such as wrinkles and fine lines. Lastly, the Professional-C Serum, priced at Rs. 15,500, is infused with high-potency Vitamin C in its purest form, L-ascorbic Acid, which enhances texture, reduces fine lines, and brightens the skin for a youthful glow.

Anchit Nayar, Executive Director and CEO, Nykaa Beauty shared, “At Nykaa, we are constantly in search of bringing the highest quality and efficacious skincare brands to our consumers. With medical-grade skincare solutions and over three decades of expertise, Obagi Medical is a brand we have been keen to partner with for years. Finally, we are thrilled to announce the beginning of this wonderful partnership and are confident that our consumers will benefit for years to come.”

Chris Driver, President, South Asia Pacific, Waldencast said, “India is a dynamic market with increasing awareness of dermatological skincare. As the leading Physician Dispensed Skincare brand in the US; Obagi Medical is thrilled to bring 35 years of expertise to India through our partnership with Nykaa. Together, we aim to revolutionize skincare by offering medical-grade solutions tailored to diverse skin needs, empowering consumers with transformative results.”

Obagi Medical’s products are now available exclusively online on Nykaa’s platform and select Nykaa stores, making world-class skincare solutions more accessible to Indian consumers. This launch is set to revolutionize the skincare landscape, empowering individuals with transformative medical-grade products tailored to diverse skin needs.