Soch Introduces Wedding Collection Ahead of the Upcoming Wedding Season

Growster, a National Capital Region (NCR)-based independent creative and growth marketing agency, has joined hands with fragrance brand Bella Vita to develop performance-driven creative assets for its festive marketing campaigns. The partnership will focus on promoting Bella Vita's range of affordable luxury fragrances and premium gifting collections through a series of campaign creatives.

The collaboration will follow Growster's Predictable Creative Volume approach, which focuses on producing a regular supply of diverse and testable marketing assets instead of depending on a limited number of campaign films. The strategy aims to help brands explore different ways of presenting their products and reach consumers with varied preferences and purchase motivations.

In the fragrance category, factors such as individual scent preferences, product discovery, and gifting occasions influence consumer buying behaviour. Through a wider range of creative assets, the partnership aims to help Bella Vita communicate its product offerings to different consumer segments during the festive shopping season.

Harshit Arora, Founder, Growster said, “Festive campaigns give brands a specific window to turn attention into purchase intent. The creative needs to give people a clear reason to choose the product in that moment. We’re pleased to work with Bella Vita on its festive performance creatives and bring that focus to the work.”

The Bella Vita engagement adds to Growster's portfolio of performance marketing and creative assignments across consumer-facing brands, including GoMechanic and Rubans. The agency's model focuses on structuring creative development as a consistent process, allowing brands to evaluate multiple assets against campaign objectives and make adjustments based on audience responses.

The approach is particularly relevant during high-volume festive shopping periods, when consumer preferences, marketing priorities, and campaign requirements can change. By providing brands with a wider selection of creative formats, Growster aims to support campaign testing and help marketing teams adapt their communication to changing audience behaviour.

STUDIOCANAL Kids & Family is expanding Paddington's international consumer products portfolio through a series of seasonal collaborations across fashion, footwear, stationery and gifting. The latest partnerships are part of the company's strategy to strengthen the character's global presence by working with selected brands that align with its focus on quality and distinctive product offerings.

Among the key collaborations is Paddington x Kurt Geiger, featuring a range of handbags, footwear and slippers. The collection is being promoted through a Christmas advertising campaign featuring Georgia May Jagger and Vinnie Jones. The partnership is receiving international retail and marketing support, with activations planned across major cities, including London, New York and Paris.

The retail activities include in-store events on Oxford Street in London, a pop-up at Macy's in New York and another at Galeries Lafayette in Paris. Festive events scheduled across November and December will feature musical performances, photo booths and branded food and beverage experiences. The collaboration also includes exclusive Paddington x Kurt Geiger Tiptree marmalade, which will be distributed as a gift with purchase at stores and through influencer gifting initiatives.

Paddington is also strengthening its presence in the Asian fashion market through a collaboration with Petit Bateau. The Petit Bateau x Paddington collection made its debut exclusively at Takashimaya in Singapore. Featuring a tennis-inspired theme, the children's collection brings the character into a range of playful designs while connecting with the popularity of the ATP tennis tour. The partnership reflects the brand's approach to developing region-specific collaborations around relevant cultural and sporting interests.

Another addition to the portfolio is Paddington x Crocs, which combines the footwear brand's signature designs with elements inspired by the fictional bear. The collection centres on the Crocs Classic Lined Clog, redesigned with Paddington-themed details and offered in both adult and children's sizes.

The footwear range also features exclusive Jibbitz charms inspired by recognisable elements associated with Paddington. These include his suitcase, a London double-decker bus, a fuzzy embroidered patch, a three-dimensional marmalade sandwich and a three-dimensional resin marmalade charm. The collection is available through Crocs and selected retail partners.

The collaboration also marks a tribute to Paddington's creator Michael Bond as the centenary of his birth is commemorated. To support the collection, the brands have introduced a Paddington Trail in London, inviting fans and families to explore the city through participating Moleskine stores and the official Paddington Store, where visitors can collect stamps along the route.

The latest consumer product partnerships coincide with Paddington's expanding presence across entertainment and live experiences. The award-winning production ‘Paddington The Musical’ is scheduled to arrive on Broadway in 2027, with a production in Sydney also confirmed. These developments will further extend the character's presence in international entertainment markets.

Françoise Guyonnet, Chief Executive Officer, STUDIOCANAL Kids & Family, said, “We are delighted to see Paddington collaborating with such best-in-class partners across their respective categories,” says Françoise Guyonnet, chief executive officer, STUDIOCANAL Kids & Family. “These partnerships are a strong testament to Paddington’s enduring relevance and universal appeal, and to the values of kindness, humor and belonging that resonate so strongly in today’s world. By working with partners who share these values and bring their own distinctive creativity and expertise, we continue to find new ways to connect Paddington with audiences around the world.”

The latest launches are positioned around the festive season, using Paddington's associations with kindness, optimism, generosity and adventure to connect with consumers across age groups. The collaborations also underline STUDIOCANAL Kids & Family's efforts to build the character's global licensing business through fashion, footwear, stationery and lifestyle products.

P•TAL has introduced its festive campaign, ‘Shubh Laabh’, centred on the theme ‘Shubh Bhi, Laabh Bhi’. The campaign draws on the traditional practice of purchasing auspicious metals during Dhanteras and Diwali, positioning brass, copper and kansa products as purchases that offer value beyond the festive period.

The concept builds on the cultural significance of ‘Shubh Laabh’, a phrase traditionally associated with prosperity, good fortune and new beginnings. While ‘Shubh’ symbolises auspiciousness and welcoming prosperity into the home, ‘Laabh’ represents the enduring value of a purchase. Through the campaign, P•TAL aims to encourage consumers to consider traditional metalware as more than seasonal purchases, highlighting their role in everyday use and their potential to become family heirlooms.

The campaign film presents Shubh and Laabh as two characters who return every year to stand outside homes while festive celebrations take place inside. Using humour and familiar Diwali traditions, the film conveys the message that consumers should bring the sentiment of Shubh Laabh into their homes rather than limiting it to decorative symbols placed at their entrances.

Alongside the campaign, P•TAL is introducing new products for the festive season, including a 4L Brass Degchi developed in collaboration with Chef Natasha Gandhi and a new Pooja Thaali Set. The products are designed around traditional practices associated with festive cooking, serving, and prayer, while highlighting Indian metal craftsmanship during Diwali.

P•TAL Co-founder Aditya Agrawal said, “We have all grown up seeing ‘Shubh Laabh’ written outside our homes and shops around Diwali. The thought behind this campaign was simple: what if, this year, we brought that sentiment inside the home? For us, brass, copper and kansa are not just festive purchases. They are an investment in materials that have value of their own, in objects that become part of everyday life, and in craft that can stay in a family for years. That is really where ‘Shubh Bhi, Laabh Bhi’ comes from: the belief that what is auspicious can also be useful, valuable and lasting.”

As part of its festive promotions, P•TAL is offering discounts of up to 20 percent on orders worth up to Rs 14,999 through the coupon code SHUBHLAABH. Customers placing orders above Rs 14,999 will receive a complimentary 5g silver coin from Mia by Tanishq. Purchases exceeding Rs 39,999 will qualify for a complimentary 0.5g gold coin.

Additionally, one customer will get an opportunity to win a Rs 1 lakh cash prize during the campaign period.

CEAT Tyres has introduced a new advertising campaign centred on friendship, confidence and shared riding experiences, highlighting the importance of tyre grip in two-wheeler journeys. Titled ‘Built to Grip’, the campaign follows a group of friends travelling across different terrains and explores how confidence plays a role in bringing riders together.

Developed in collaboration with Ogilvy India, the campaign draws inspiration from the dynamics of team sports to communicate its central message. It showcases a group of riders with varying abilities and riding styles, highlighting how individual confidence contributes to the overall riding experience.

The campaign film features a group of friends on a road trip, where one of the riders finds it difficult to keep up with the others. After his friends encourage him to switch to CEAT tyres, he becomes more confident on the road and eventually moves ahead of the group.

Music also plays an important role in the campaign's storytelling. The film features a recreated version of the popular Bollywood friendship song ‘Yeh Dosti Hum Nahi Todenge’, drawing on its association with camaraderie and lasting friendships. The brand will also introduce a recreation of ‘Mustafa Mustafa’ as part of its regional communication strategy to connect with audiences across markets.

Sukesh Nayak, Chief Creative Officer, Ogilvy India said, "We wanted to create a campaign that celebrates not just the thrill of riding, but the bonds that make every ride worth taking. With CEAT, we saw an opportunity to turn the functional promise of grip into something more meaningful: the confidence to take on challenges together. Friendship has a beautiful way of turning individual journeys into shared adventures. Director Shashanka Chaturvedi (Bob) brings this thought to life through the camaraderie of friends and the nostalgia of iconic friendship anthems.”

Lakshminarayanan B, Chief Marketing Officer, CEAT Tyres shared, "The joy of riding lies in the freedom and confidence to explore and in the spirit of group riding. Through this campaign, we wanted to showcase CEAT’s ‘Built to Grip’ promise through the confidence it brings in a rider's journey, not only for an individual but for the group. We wanted to demonstrate a powerful insight from community riding: a ride is only as enjoyable as the confidence of every member who is riding, and that the group moves together. The campaign is a reflection of CEAT's continued commitment to deliver tyres that instil confidence for riders to push boundaries and to reinforce that great journeys are best enjoyed by moving forward together. "

The campaign has been conceptualised by Ogilvy India and directed by Shashanka Chaturvedi (Bob), with Good Morning Films serving as the production house.

Sneaker brand CHK has collaborated with artist Chaitanya “Che” Dixit for a limited-edition collection titled ‘CHK x CHE – Japan Through My Eyes’, bringing together sneaker design, contemporary art and Japanese visual culture.

The collaboration explores the sneaker as a medium for artistic expression, with the collection drawing inspiration from Che's observations of Japan. A key reference for the design was a sticker-covered board he encountered at Japanese immigration, which became the starting point for the artwork.

Using nearly 200 original stickers, layered and aged by hand, Che developed an artwork that reflects the contrast between Japan's minimalist aesthetic and its more spontaneous and expressive visual culture. The design translates these influences into a sneaker collection that combines elements of street culture and visual storytelling.

Through the limited-edition release, CHK and Che aim to bring an artistic perspective to sneaker design, using everyday visual references and handcrafted detailing to create a collection rooted in personal experiences of Japan.

The collaboration also highlights the growing intersection of sneaker culture, art and independent creative expression, with brands increasingly exploring limited-edition collections built around artists and distinctive cultural influences.

BEARPAW has partnered with Skyline Apparel Group to expand its product portfolio into men's apparel and sportswear. The collaboration will bring a range of indoor and outdoor clothing, including flannels, shackets, workwear, hoodies, baselayers, sleepwear, loungewear, and underwear.

The licensing agreement was facilitated by The Brand Liaison, the exclusive licensing agent for BEARPAW and its PAWZ brand. The new collection will be distributed through specialty stores, department stores, club retailers, and off-price retail channels where BEARPAW already has an established presence.

The partnership marks another step in BEARPAW's expansion beyond footwear into lifestyle and apparel categories. The brand has been increasing its presence in women's and children's clothing and accessories, and the latest agreement will extend its offerings to men's apparel.

Tom Romeo, Founder, BEARPAW stated, "We are very excited to add such an incredible collection of men's apparel to our BEARPAW product offerings. Ladies' and kids' apparel has shown explosive growth, and now with Skyline, we have a men's apparel partner that has seamlessly carried our brand DNA for everyday comfort into a broad collection of men's apparel that is both functional and fashionable."

Skyline Apparel Group will develop a collection focused on versatility, comfort, and functionality, with products designed for both everyday wear and outdoor use.

"We are very excited to bring the brand's distinctive outdoor heritage and comfort-first DNA to a comprehensive collection of men's apparel. Our goal is to create versatile products that seamlessly transition from work to weekend while delivering the quality, value, and comfort BEARPAW customers have come to expect," shared Joe Kassin, President, Skyline Apparel Group.

The initial product range will feature flannels, fleece, denim, plaid clothing, sleepwear and loungewear, alongside baselayers, thermal wear and underwear. Distribution will begin on a limited scale during the 2026 holiday season, followed by a wider market rollout planned for fall 2027.

Joe Kassin, President, Skyline Apparel Group stated, "We are honored to partner with BEARPAW and extend its comfort-driven lifestyle into men's apparel. Our collection blends versatility, quality and everyday comfort while staying true to the authentic BEARPAW DNA that consumers know and trust."

Founded in 2001, BEARPAW has spent the past five years diversifying its business beyond its core footwear category. Its product portfolio now includes women's and children's apparel, accessories, socks, handbags, and home products. The agreement with Skyline adds men's apparel to its growing range of licensed categories.

Indian organic skincare brand Juicy Chemistry has expanded its product portfolio with two new skincare products: the 8 percent AHA + 2 percent BHA Multi-Use Exfoliating Toner and the Organic Glow & Brightening Face Wash Fortified with Saffron + Rose.

The new additions focus on exfoliation and daily cleansing, combining active ingredients with plant-based formulations. Both products are manufactured at the brand's facility in Coimbatore and follow its focus on organic-farmed ingredients and transparent formulations.

The 8 percent AHA + 2 percent BHA Multi-Use Exfoliating Toner combines vegan lactic acid, an alpha hydroxy acid (AHA), and salicylic acid, a beta hydroxy acid (BHA). Its formulation also includes organic aloe vera leaf juice, rice bran water, and oat milk. The toner is designed to help remove dead skin cells, improve skin texture, and address clogged pores.

The multi-use formulation can be applied to the face, body and scalp to address concerns such as rough skin, body acne and scalp build-up. According to the brand, the product is COSMOS Organic certified by Ecocert Greenlife and contains 99.5 percent ingredients of natural origin, with nearly 75 percent sourced from organic farming.

The second product, Organic Glow & Brightening Face Wash Fortified with Saffron + Rose, combines saffron and damask rose water in a plant-based cleansing formulation. It contains organic olive, coconut, castor and jojoba oils, along with vitamin E, and is designed to remove dirt, sweat and excess oil without leaving the skin feeling dry.

The cleanser also includes ylang-ylang, lavender and geranium essential oils. Intended for use during morning and evening skincare routines, the formulation is designed to leave the skin feeling clean and refreshed.

Megha Asher, Co-Founder and COO of Juicy Chemistry, said, “We wanted these two launches to feel like a pause in your day, not another chore. The toner brings real exfoliating actives, but we softened them with rice water and oat milk. The face wash is all about saffron and rose, ingredients our grandmothers trusted, now in an organic formula you can use every day,”

The 8 percent AHA + 2 percent BHA Multi-Use Exfoliating Toner is priced at Rs 399 for 50 ml, while the Organic Glow & Brightening Face Wash Fortified with Saffron + Rose is available at Rs 649 for 110 ml. Both products are available through the Juicy Chemistry website and various online marketplaces.

With these additions, Juicy Chemistry is expanding its organic skincare range across exfoliation and daily cleansing, targeting consumers looking for products that combine active ingredients with botanical formulations.

Indian actor Mahesh Babu has joined Mumbai-based game development studio Shortgun Games as a strategic investor, marking the studio's push to develop original, high-budget gaming intellectual properties (IPs) for global PC and console markets.

The collaboration will focus on building original gaming franchises for platforms such as PlayStation 5 and Xbox Series X|S, with an emphasis on cinematic storytelling, advanced gameplay and high-quality production.

The partnership's flagship project, PROJECT TAKEDOWN, is a high-budget, narrative-driven action-adventure game being developed for international markets, including North America, Europe and the United Kingdom.

Founded by Jeet Chandan and Vidhit Mehta, Shortgun Games is focused on developing games exclusively for PC and modern console platforms. The studio aims to position Indian game development within the global premium gaming ecosystem, moving beyond the country's traditionally mobile-focused gaming market.

Commenting on the investment, Mahesh Babu said interactive entertainment represents an intersection of storytelling, technology and global culture. He highlighted the creative ambition of the studio's founders and their focus on developing high-end gaming experiences that meet international industry benchmarks.

As part of its efforts to strengthen the game's action design and production quality, Shortgun Games has onboarded Indian action director Vicky Arora, known for his work on films such as URI: The Surgical Strike, RRR and Tanaav.

Arora will lead the action design for PROJECT TAKEDOWN. His team has been involved in motion-capture choreography, combat pre-visualisation and physical stunt mechanics. The studio is integrating live stunt engineering into its digital character development process to create realistic combat sequences and immersive gameplay.

Vidhit Mehta, Co-founder and Director, Shortgun Games, said Mahesh Babu's association as a strategic investor marks a significant milestone for the studio. He added that the partnership would strengthen its ambition to develop world-class interactive entertainment for PC and console platforms.

Jeet Chandan, Co-founder and Director, Shortgun Games, said the studio aims to build cross-media gaming franchises that can reach audiences beyond regional markets. Mahesh Babu's involvement, he added, would support the studio's efforts to scale its technical capabilities, expand creative talent and maintain global production standards.

The collaboration signals Shortgun Games' ambition to establish an Indian-origin gaming IP with international reach, combining cinematic storytelling and advanced game development to target the global PC and console gaming audience.

Hyundai Motor India has partnered with Terribly Tiny Tales (TTT), part of Collective Artists Network, to enter the micro-drama segment with a six-episode series titled ‘Diwali Chori Ho Gayi!’. The digital series uses a family-based storyline to explore Diwali traditions, relationships and shared memories while integrating Hyundai vehicles into the narrative.

The series follows the Anand family, who discover on Diwali morning that their festival preparations have gone missing. Their search across the city leads them to clues connected to forgotten family rituals, old memories, and unresolved disagreements.

Through the storyline, the series highlights the role of festivals in bringing families together and preserving traditions across generations. Hyundai's Creta and vintage Santro are incorporated into the plot, with the Creta accompanying the family during their search, while the Santro represents their shared past and family memories.

Virat Khullar, Head of Marketing, Hyundai Motor India said, “Diwali is a time when families come together, celebrate shared traditions and create memories that stay with them for years. At Hyundai, we have been part of countless family journeys, each carrying its own stories, milestones, and moments of togetherness. As audience preferences continue to evolve, we remain committed to exploring new-age content formats that enable us to connect with consumers in more authentic, relevant and engaging ways. Micro dramas have emerged as a powerful storytelling format, combining emotional depth with the short-form content experience that today's audiences increasingly enjoy. Through Diwali Chori Ho Gayi!, created in collaboration with Terribly Tiny Tales, we are bringing together festive traditions, family bonds and engaging storytelling in a way that feels both contemporary and relatable.
The Hyundai CRETA and Santro play an integral role in the Anand family's journey, symbolising how cherished memories and meaningful journeys continue to connect generations.”

Anuj Gosalia, Founder and CEO, Terribly Tiny Tales stated, “Microdramas are changing how audiences discover and engage with stories, and we’re excited to explore this format with a brand like Hyundai. Diwali Chori Ho Gayi! came out of a genuinely collaborative process, where both teams shared a belief in telling stories that feel real and rooted in everyday life. Hyundai’s openness to experimenting with a new format allowed us to build the brand into the narrative naturally, rather than around it. This is a true testament to what brands and storytellers can build together in the microdrama space.”

The partnership marks Hyundai Motor India's entry into festive micro-drama storytelling. The six episodes are being released through digital platforms, as the automaker explores short-form entertainment as a medium to connect with audiences.

Swiss Beauty has unveiled its festive campaign, ‘We Got You’, featuring actor Taapsee Pannu, positioning makeup performance and consumer confidence at the centre of its festive brand communication.

The campaign film features Pannu dancing to the iconic ’90s track ‘Saat Samundar Paar’, capturing the energy of Indian celebrations and the freedom to enjoy festive occasions without worrying about makeup staying intact.

Through the campaign, the beauty brand aims to address a common consumer concern during weddings and festive gatherings: maintaining makeup while participating in long hours of celebrations. The narrative encourages consumers to immerse themselves in the moment, with Swiss Beauty positioning its products as dependable companions throughout the celebrations.

The campaign brings together two brand messages, ‘We Got You’ and ‘Tested by India’. While ‘We Got You’ communicates the brand's promise of dependable product performance, ‘Tested by India’ reinforces its focus on consumer trust and product reliability.

Commenting on the campaign, Mohit Goyal, Founder, Swiss Beauty, said the brand aims to empower consumers to express themselves freely through beauty. He added that the campaign reinforces the promise of allowing consumers to enjoy every moment while the brand takes care of their makeup needs.

Gresha, Creative Director, said the creative idea originated from the observation that Indian wedding dance floors represent an environment where people celebrate without holding back. The campaign uses this familiar setting to demonstrate makeup performance through movement, energy and expressions rather than conventional product demonstrations.

Shalini Kochar, AVP, Brand Marketing, Swiss Beauty, said the campaign was built around the consumer insight that makeup should not become a concern when people are enjoying themselves. She added that ‘We Got You’ is intended to evolve into a broader brand platform that goes beyond individual products to represent dependable performance and self-expression.

With the campaign, Swiss Beauty is looking to strengthen its festive brand positioning by connecting product performance with cultural moments and consumer experiences. By using a recognisable Bollywood soundtrack and a high-energy wedding celebration setting, the brand aims to make its messaging more relatable to Indian beauty consumers.

Karleo has introduced Karleo Reverie, a couture collection inspired by classical ballet and presented in association with The School of Classical Ballet and Western Dance to mark the institution’s 60th anniversary. Featuring 15 ensembles, the collection brings elements of ballet into the brand’s bridal and eveningwear designs.

Founded by Tushna Dallas in 1966 and currently led by her daughter, Khushcheher Dallas, The School of Classical Ballet and Western Dance has spent six decades teaching classical ballet and Western dance. The collaboration brings together the fashion label and the dance institution, drawing on their shared focus on craftsmanship, discipline and artistic expression.

Karleo Reverie takes inspiration from ballet costumes, particularly tutus, and the silhouettes associated with the dance form. The collection features layers of tulle, satin and crinoline, translated into voluminous ball gowns, fit-and-flare designs and A-line silhouettes. The ensembles combine elements of traditional bridal and occasionwear with details drawn from the visual language of ballet.

The collection also experiments with materials and embellishment techniques beyond conventional couture detailing. Alongside embroidery and crystal work, the designs incorporate heat-moulded fabrics, laser-cut metalwork and fishnet detailing. Feathers, tassels and textures created using safety pins add further detailing to the garments.

Leon, co-founder and designer stated, "The collection will be unveiled through a ballet performance rather than a conventional runway presentation, bringing the inspiration behind the designs directly into the showcase. Seven bespoke ensembles have been created for the performing ballerinas, each incorporating personal motifs shared by the dancers."

“For Karleo Reverie, we wanted each ballerina to see a part of her own story reflected in what she wears. The personal motifs shared by the dancers allowed us to bring that individuality into the designs, making each ensemble more than just a couture creation. It became our way of honouring the art of ballet and the people who have dedicated themselves to keeping it alive,” shared Karan Berry, Creative Director, Karleo. 

The performance outfits have also been developed to meet the movement requirements of ballet. Their inner structures include stretch elements, while adjustable closures allow the dancers greater flexibility during performances. The designs aim to balance ease of movement with the construction and finish required for couture garments.

Ballerina, fashion personality, and event host Sukanya Shah will also be part of the showcase, bringing together her interests in dance and fashion.

Through Reverie, Karleo explores the relationship between couture and performing arts, while the association gives The School of Classical Ballet and Western Dance an opportunity to celebrate its 60-year journey. The collection recognises the role of generations of dancers in preserving classical dance traditions while presenting their influence through contemporary fashion.

Comet has introduced a new sneaker collection inspired by the traditional Indian craft of Ajrakh, a centuries-old hand-block-printing technique that originated in Ajrakhpur, Gujarat. The collection uses original Ajrakh fabric instead of digitally recreated patterns and is available in three colour options: Cream, Red and Black.

The design process followed a material-led approach, with the brand drawing inspiration from the fabric before developing the sneaker silhouette. Elements such as the size of the motifs, the detailed patterns, and the textile's natural colour palette influenced the overall design and construction of the footwear.

The sneakers feature authentic Ajrakh fabric hand-block-printed by artisans in Ajrakhpur. Producing each cloth involves several stages of manual printing and can take up to three weeks. The traditional process uses natural materials such as madder root, rusted iron, lime, and gum to create colours and patterns. This method gives the fabric its distinct texture and depth, which cannot be achieved through digital printing.

As part of the collection's development, the Comet team visited Ajrakhpur to engage with local artisans and understand the traditional printing process. The brand also photographed the campaign in the white desert of Kutch, Gujarat. The location highlights the contrast between the region's landscape and the detailed patterns of the Ajrakh textile.

The collection is available in three colourways, each offering a different interpretation of the traditional fabric. Cream provides a lighter and versatile option, while Red features a bolder look. Black offers a more subtle take on the design. All three retain the distinctive patterns and visual character of the original Ajrakh material.

Through this collection, Comet brings a traditional Indian textile craft into contemporary sneaker design, connecting regional craftsmanship with modern footwear. The Comet Ajrakh collection is available in Cream, Red and Black.

Asian Paints has introduced its latest Diwali advertising campaign, ‘Taiyyari Shuru, Tyohaar Shuru’, highlighting the preparations that bring families together ahead of the festival. Conceptualised by advertising agency Ogilvy, the campaign features a musical film centred on home cleaning, painting and decoration as integral parts of Diwali celebrations.

The film captures how families, friends and relatives come together to prepare their homes for the festive season. Through a lively musical composition, the campaign showcases everyday activities such as cleaning, decorating and refreshing living spaces, presenting them as shared experiences that contribute to the excitement surrounding Diwali.

The campaign also highlights the role of home makeovers during the festive period, positioning Asian Paints as part of consumers' preparations to give their homes a refreshed appearance.

Amit Syngle, CEO and Managing Director, Asian Paints said, “Diwali is not just a festival; it is an emotion that begins to build much before the celebrations officially start. The preparations are an important part of this journey, bringing families and loved ones together through shared tasks, conversations and moments of joy. With ‘Taiyyari Shuru, Tyohaar Shuru’, we wanted to celebrate this beautiful build-up to Diwali and highlight how every preparation, including giving the home a fresh new look with Asian Paints, becomes a part of the festive experience. Through our musical ad film, we have captured the energy, warmth and togetherness that make Diwali preparations so special.”

Sukesh Nayak, Group Chief Creative Officer, Ogilvy India stated, “Diwali isn’t just a few days; it’s a whole season of festivity. And this is our story. With Asian Paints, we wanted to celebrate the joy of the preparations, and the magic and chaos that come with the festival. That chaos has a rhythm, and we set out to capture it in a musical. It's warm, foot-tapping, and completely familiar.”

Through the campaign, Asian Paints aims to highlight the festive build-up as an important part of Diwali rather than limiting the celebration to the festival days. By connecting home improvement activities with family participation and festive traditions, the brand continues to strengthen its association with home painting and seasonal consumer demand in India.

Godrej Enterprises Group’s Security Solutions Business has launched two new security products featuring facial recognition technology, expanding its presence in the home security and residential access management segments.

The company has unveiled the NX Pro Ncrypt Home Locker and SEETHRU Third-i Multi Apartment Video Door Phone with Face Recognition Lobby Unit. The launches mark Godrej’s move to integrate facial recognition across individual homes and large residential communities, offering consumers keyless access and technology-enabled security solutions.

The new products are designed to address the growing demand for convenience, personalisation and connected security experiences among modern Indian consumers. By integrating advanced authentication technologies, Godrej aims to make residential security more intuitive while maintaining robust protection standards.

The NX Pro Ncrypt Home Locker combines facial recognition, biometric fingerprint authentication and digital PIN access. The locker uses encrypted facial templates secured through 128-bit AES encryption and infrared-enabled recognition technology.

Designed for households, the product can store up to 19 facial profiles, 49 user fingerprints and 19 user codes, allowing multiple family members to access the locker through their preferred authentication method.

Complementing the home locker, the SEETHRU Third-i Multi Apartment Video Door Phone is designed to streamline entry management across residential communities. The system supports facial recognition-based access alongside multiple authentication options, including mobile applications, QR codes, IC cards and password authentication.

Built for large-scale residential developments, the system can store up to 10,000 facial profiles, support deployment across 98 buildings on a single network and integrate with up to 32 IP cameras. These features are aimed at enabling more efficient access management and monitoring across apartment complexes.

Commenting on the launch, Pushkar Gokhale, Business Head, Security Solutions Business, Godrej Enterprises Group, said the company is focusing on making security more intuitive and convenient while responding to evolving consumer expectations.

He added that facial recognition could transform how consumers interact with security systems by simplifying access without compromising protection standards. With the two launches, the company aims to extend this technology across individual homes and residential communities.

The launches also strengthen Godrej's presence across consumer security products and residential infrastructure solutions, as the company continues to focus on technology-led innovation.

To support the launches, Godrej has introduced its ‘Your Face Is Key’ campaign. The campaign draws parallels between the everyday use of facial recognition in smartphones, workplaces and airports and its application in home security. The campaign film highlights how facial recognition can simplify access across everyday environments, including securing valuables at home.

The NX Pro Ncrypt Home Locker is priced starting at ₹47,499 and is available through authorised Godrej Security Solutions retail outlets, dealer partners and digital channels across India.

The SEETHRU Third-i Multi Apartment Video Door Phone is available through authorised channel partners and project sales teams catering to residential developments nationwide.

Kalyan Jewellers has introduced a new wedding campaign titled ‘Kalyan Bhava’, featuring Bollywood actor Amitabh Bachchan alongside actors Sreeleela and Kalyani Priyadarshan. The campaign focuses on extending traditional wedding blessings beyond the bride and groom to recognise the families and relationships that come together through marriage.

The 105-second campaign film revolves around a young girl who discovers a mysterious golden bangle in an ancient forest setting. She encounters an enigmatic character, portrayed by Bachchan, who guides her through the bangle and offers a glimpse of her future wedding, featuring family gatherings, music and celebrations.

Directed by Akhil Sathyan, the film explores the cultural significance of weddings as occasions that unite two families and their traditions. It concludes with the phrase ‘Kalyan Bhava’, meaning ‘May all that is good be yours’. The campaign draws a distinction between this broader blessing and traditional wedding expressions such as ‘Sowbhagyawati Bhava’ and ‘Ayushman Bhava’, which are traditionally directed towards the bride and groom individually.

Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers said, “In our culture, a wedding is as much about heartfelt blessings as it is about celebration. It marks a new beginning for the couple while bringing two families, their traditions, and their shared dreams together. Through our signature ‘Muhurat’ line, Kalyan Jewellers has always been part of these celebrations. With ‘Kalyan Bhava’, we introduce a larger brand thought – extending the wedding blessing beyond the couple to encompass every relation a marriage forms. Since ‘Kalyan’ inherently signifies auspiciousness and prosperity, ‘Kalyan Bhava’ becomes a natural expression of our purpose: a blessing built directly into our name.”

The campaign also marks the return of filmmaker and cinematographer Rajiv Menon as cinematographer, while its music has been composed by Justin Prabhakaran.

The film showcases jewellery from Kalyan Jewellers' Muhurat bridal collection, featuring diamond and gemstone designs. The campaign will be rolled out across multiple platforms during the festive and wedding season, as the jewellery retailer continues to strengthen its association with wedding celebrations and bridal jewellery in India.

Skincare brand Dence has expanded its body care portfolio with the introduction of five active-infused body lotions, designed to address different skin concerns, including dryness, dehydration, rough texture, dullness, and uneven skin tone. The new range combines skincare ingredients with moisturising formulations and fragrances, positioning daily body moisturisation as a more targeted skincare routine.

Moving beyond conventional body lotions, the collection features five formulations developed for specific skin requirements. These include Smooth Therapy, Cashmere Cloud, Aqua Verge, Bright Edit and Golden Oudh, each incorporating different active ingredients to address individual skin concerns.

Smooth Therapy is formulated for rough and bumpy skin, particularly areas prone to uneven texture. It combines Salicylic Acid (BHA), Lactic Acid (AHA) and Urea to exfoliate the skin, help unclog pores, and improve the appearance of bumps. The formulation contains seven active ingredients, bringing exfoliation and moisturisation into a single body care product.

Cashmere Cloud targets dry and tight skin with a combination of Ceramides, 4D Hyaluronic Acid and Oat Protein. Supported by nine barrier-repair actives, the lotion is designed to strengthen the skin barrier and relieve dryness. Its formulation features a creamy texture with a non-sticky finish.

Aqua Verge focuses on hydration and moisture retention. It contains eight types of Hyaluronic Acid, Amino Acids, and Vitamin B5 to replenish moisture and support the skin barrier. The lightweight formulation offers up to 24-hour moisturisation and is designed for everyday use.

Bright Edit addresses dullness and uneven-looking skin tone through a blend of Vitamin C, Alpha Arbutin and Liquorice. Featuring six brightening actives, the formulation aims to reduce the appearance of dark spots and improve skin radiance.

The fifth variant, Golden Oudh, draws inspiration from traditional Kesar-Haldi skincare rituals. It combines Saffron, Turmeric and Gotu Kola (Cica), alongside six antioxidant actives, to nourish the skin, improve radiance and protect against environmental stressors. Its fragrance profile features Saffron, Oudh and Sandalwood.

Across all five variants, the collection offers up to 24-hour moisturisation, fast absorption, a non-sticky finish and no white cast. The fragrances range from fresh and uplifting to warm and woody, adding a sensory element to the formulations.

With this addition, Dence aims to expand the role of body care beyond basic moisturisation by offering products that address specific skin concerns. The collection reflects the growing focus on active-based formulations in the broader skincare and personal care market.

The Dence Body Lotion Collection is available in 300 ml packs, priced at Rs 549 each. Consumers can purchase the products through the brand's official website, Amazon, and Nykaa.

Nike and the LEGO Group have joined hands to introduce a new basketball-inspired footwear and apparel collection for children, combining sportswear with space-themed designs and elements of creative play.

The Nike x LEGO collection draws inspiration from basketball, space exploration, and personal expression. Designed for young basketball enthusiasts, the range features footwear and apparel that bring together Nike's sportswear expertise and the LEGO Group's distinctive design elements.

The collaboration is based on the shared belief that play encourages creativity, while giving children opportunities to express their individuality through sport and fashion.

The footwear range features two styles: Nike Air Force 1 Low LV8 and Nike S.T. Dynamite, available in sizes ranging from 10.5C to 7Y.

The Nike Air Force 1 Low LV8 features a design inspired by astronaut spacesuits, with stitched detailing, a LEGO space-themed Swoosh and minifigure elements. The Nike S.T. Dynamite, meanwhile, takes inspiration from an ice planet, incorporating colour-shifting finishes and a glitter outsole to create a space-inspired appearance.

The apparel collection extends the collaboration's space and basketball theme through a range of clothing designed for young athletes. The lineup includes printed ripstop pants featuring space-themed graphics, along with a full-zip fleece hoodie designed for everyday wear.

The hoodie features LEGO space and Nike Swoosh logos, a lenticular basketball minifigure patch that changes with movement, and a spaceship-inspired sleeve detail housing a custom Nike Rayguns minifigure.

The collection also includes a graphic T-shirt that combines basketball uniform-inspired styling with space graphics and minifigure details. Completing the apparel range is a Dri-FIT mesh basketball short, which adds a performance-focused option designed for on-court use.

Through the collaboration, Nike and the LEGO Group are bringing together basketball culture, footwear design, and creative play. The collection aims to offer young consumers products that combine sports functionality with imaginative design and opportunities for personal expression.

iD Fresh Food has introduced a new television commercial for its batter range as part of its 'iD Ka Idea' campaign. The film highlights the relationship between two sisters and their mother's influence on food choices, focusing on the convenience of preparing home-style meals.

The commercial follows two sisters as they explore a food idea suggested and approved by their mother. Using familiar family interactions, the campaign highlights how traditional food knowledge can be combined with convenient cooking solutions while retaining the taste of homemade food.

Gaurav Kwatra, CMO, iD Fresh Food said, “When it comes to food, Mom knows best. This simple belief is at the heart of our new campaign iD ka Idea. The campaign marries the authenticity of Mom’s food with the convenience of modern living, bringing together the taste of home and smarter everyday cooking, elevated by iD’s clean-label credentials and commitment to purity and finding smarter ways to bring good food to consumers. The campaign takes this thought forward through the story of two sisters, bringing alive an idea introduced and approved by Mom. It celebrates how we can make everyday cooking smarter while staying true to the authentic, home-style taste and quality that lives up to a mom’s standards. It is a reminder that good ideas can change the way we make food but should never change what makes it authentic. And that, to us, is a Good Idea!”

Vineeth Mahajan, Founder of Viem Collective shared, “The best ideas often come from the simplest human truths. We built this film around the playful banter between two sisters over who their mother’s favourite is- a relatable family dynamic that allows us to bring alive iD Fresh’s promise of authentic taste. Because when it comes to idlis and dosas, nothing beats the taste of homemade. And finding a smarter, simpler way to enjoy that taste is what makes iD ka idea a truly good idea.”

Director Prashant Madan stated, “As a filmmaker who enjoys performance, I was very attracted to the script- An emotional story about passing on our tradition to the next generation, but also set in a contemporary world and peppered with humour and wit. The starting point was very exciting, and I was super fortunate to have partners who placed a lot of trust in me — the support from VIEM Collective, brand iD & Absolute Films made the entire filmmaking process a breeze. It’s one of those projects, I’d remember months later with a smile on my face.”

The commercial was developed by Viem Collective and directed by Prashanth Madan, with Absolute Films handling production. Through the campaign, iD Fresh Food aims to communicate its batter range's positioning around traditional taste and convenience for everyday cooking.

Raj Diamonds has partnered with fashion designer Gaurav Gupta for a Diwali campaign centred on family bonds, togetherness and personal expression. The campaign brings together fine jewellery and contemporary couture to highlight the role of jewellery in celebrating relationships and marking significant occasions.

The campaign features Bipasha Basu and Karan Singh Grover, Diipa Büller Khosla and Oleg Büller, Subiksha Shivakumar and Akshara Shivakumar, along with Jaya Raheja. The personalities are seen wearing jewellery from Raj Diamonds, showcasing a mix of traditional and contemporary designs.

The collection featured in the campaign reflects the brand's design approach, combining traditional craftsmanship with modern aesthetics. Raj Diamonds' portfolio includes South Indian gold jewellery featuring diamonds, rubies and emeralds, as well as contemporary designs created through detailed engineering and craftsmanship.

The collaboration with Gaurav Gupta brings together the jewellery brand's focus on craftsmanship and gemstone sourcing with the designer's approach to contemporary couture. Through the campaign, the brands aim to highlight the connection between jewellery, individual style, and cultural traditions during the festive season.

Eshwar Surana, Director, Raj Diamonds said, “Diwali is a celebration of family, togetherness and the relationships we cherish. At Raj Diamonds, we believe jewellery becomes part of these stories, carrying personal meaning across generations while allowing every individual to express their own style. Our collaboration with Gaurav Gupta brings this sentiment to life through a shared appreciation for craftsmanship, creativity, and the beauty of self-expression.”

The campaign focuses on Diwali as an occasion to celebrate family relationships and shared experiences, positioning jewellery as an expression of personal memories and connections across generations.

Safari Industries has partnered with Indian celebration wear brand Manyavar to introduce a wedding-themed luggage collection named 'Shaadi Ka Safar'. The collaboration combines wedding-inspired designs with travel functionality, targeting consumers travelling for wedding ceremonies, destination celebrations, and family occasions.

The collection features Safari x Manyavar Eterna Wedding Trolley Bags, available in Dark Champagne and Graphite Blue variants. The products are positioned for wedding-season travel as well as gifting occasions, including presents for newlyweds and frequent travellers.

The Dark Champagne variant features an occasion-inspired design and comes equipped with dual wheels, a TSA lock, and an anti-theft zipper. The Graphite Blue version offers a contemporary colour option while retaining the same functional features.

Through the collaboration, the brands are looking to connect India's wedding and travel markets by offering luggage designed for consumers travelling to wedding festivities and destination celebrations. The collection also adds a wedding-focused product category to Safari's luggage portfolio, while extending Manyavar's association with the celebration and wedding segment into travel accessories.

The Eterna Wedding Trolley Bags are available through Safari's online platform. The collection is aimed at consumers seeking travel essentials for wedding-related journeys, along with gifting options for couples and family members.

The partnership brings together Safari Industries' presence in the luggage market and Manyavar's positioning in India's celebration wear segment, with the 'Shaadi Ka Safar' collection focusing on wedding-themed aesthetics and practical travel features.