Superkicks Debuts Air.Wav Initiative Merging Sneakers with Music and Subculture

Global luggage giant Samsonite has announced a high-profile collaboration with celebrated fashion designer Manish Malhotra, unveiling a new luxury luggage collection aimed at blending timeless style with travel innovation. The partnership marks a significant shift for Samsonite as it ventures further into the premium fashion space.

The campaign for the collection was executed by digital agency Social Beat, which adopted a phased and visually-led storytelling approach. The rollout began subtly, with Manish Malhotra seen carrying an unbranded version of the luggage, sparking intrigue among his followers. This teaser was followed by curated content from key influencers, building anticipation across digital platforms ahead of the official reveal.

At the core of the campaign is a cinematic film that positions the Manish Malhotra x Samsonite collection as an extension of personal style. With minimalist visuals and sophisticated backdrops, the film focuses on design elegance while consciously avoiding overt branding—allowing the product to speak for itself.

Anushree Tainwala, Executive Director, Samsonite South Asia shared, "This collaboration was a milestone for Samsonite—a fusion of our legacy of innovation with Manish Malhotra’s timeless design sensibility. The campaign was crafted to reflect the sophistication of the collection while introducing a bold, fashion-forward chapter in the Samsonite journey."

Ashish Tambe, National Creative Director, Social Beat added, "The campaign had to evoke the emotion of owning a statement. The creative had to tick all the boxes that a launch must—from a brand and product lens—but at the same time, move beyond the tactical and create an aura of a fashion-first international traveller."

Vikas Chawla, Co-founder, Social Beat said, "Collaborating on this unique launch combines our capabilities across creative, films, media and technology. The goal was to build a campaign that did justice to the grandeur of the Manish Malhotra x Samsonite collaboration, and our team brought that vision to life across platforms with creativity, passion, and precision."

The launch campaign adopted a comprehensive 360-degree digital strategy. It centered around Manish Malhotra’s brand identity on social media, with a strong influencer outreach program to boost awareness and engagement. Offline presence was also amplified through hoardings and prominent in-store displays.

Solar energy and the energy-efficient brand Sun King has announced the onboarding of acclaimed Bollywood actor Rajkummar Rao as its new brand ambassador. The brand, known for its solar-powered innovations, aims to provide dependable electricity solutions for households with irregular access to power. Through this collaboration, Sun King hopes to broaden its reach and connect with more individuals looking for cost-effective, eco-friendly energy alternatives.

“I’ve always believed in the kind of change that improves people’s everyday lives. Sun King’s solar and electrical products do exactly that — they bring reliability and peace of mind to homes and families who need it most. I’m proud to support a brand that’s helping India shine, sustainably,” shared Rajkummar Rao.

“Rajkummar Rao stands for the same things we do — real-world impact, trust, and accessibility. Together, we’ll tell stories that reflect the hopes and realities of households across India, and show that sustainable energy is for everyone,” stated Surabhi Sharma, Head of Marketing - Asia at Sun King.

The partnership aligns with Sun King’s core values of impact, accessibility, and trust. With Rajkummar Rao’s widespread appeal and strong resonance with real-life stories, the brand aims to strengthen its emotional connection with consumers across the country.

Sahil Khanna, General Manager for Asia and Latin America at Sun King, highlighted, “Bollywood inspires millions across India, and Rajkummar Rao stands out for his sincerity and connection to real, human stories. He’s the perfect voice to help us share how reliable solar power and smart, energy-efficient appliances can transform everyday life.”

Looking ahead, Sun King is preparing to roll out a series of customer-focused campaigns, beginning with its participation at the upcoming South Asia Forum for Distributed Energy in New Delhi. These initiatives will spotlight the brand’s versatile product offerings and further its mission to make sustainable energy accessible to all. The campaigns will also include a special meet-and-greet opportunity with Rajkummar Rao, planned for top distributors and key partners later this year.

Renowned designer Nishtha Bansal launched her latest couture collection, Alchemy of Love, at the Bombay Times Fashion Week, with actress Rakul Preet Singh walking the ramp as the showstopper. The collection pays homage to the transformative and emotional essence of love, drawing creative inspiration from Gustav Klimt’s iconic painting, The Kiss.

Blending artistic expression with sartorial elegance, the collection explores the duality of love — its strength and softness, its control and surrender. Through a thoughtful fusion of structured silhouettes and fluid drapes, Bansal presents an array of garments that are both bold and ethereal. The designer uses corsetry to represent structure and discipline, while soft fabrics like satin, crepe, and twill bring in a sense of flowing romanticism.

A distinctive element of the collection is the intricately crafted 3D peony, a central motif that showcases the designer’s detailed craftsmanship. Made using traditional techniques such as dabka, resham, and badla embroidery, the floral symbol evokes a timeless elegance while capturing the natural beauty and emotional richness of love.

The collection’s color palette features rich tones of gold, deep red, and green, directly inspired by the shades seen in The Kiss. These hues are carefully integrated to evoke a visceral response, further emphasizing the emotional depth and narrative behind each piece.

“The collection is a perfect reflection of love in all its facets — feminine, bold, and timeless. The detailing and craftsmanship make it feel as if you’re wearing a work of art, and I truly felt the power of love with every step I took down the runway,” stated Rakul Preet Singh.

Designed for modern brides, bridesmaids, and fashion-forward individuals, Alchemy of Love is positioned as a versatile collection that transcends traditional occasion wear. It is a statement of style, emotion, and meaning — offering something timeless for those seeking to embody love in its most expressive form.

The collection is expected to be available at select multi-designer stores across India by the end of May 2025.

KISNA Diamond and Gold Jewellery has unveiled its latest offering — the ‘Akshaya’ Collection, launched in celebration of Akshaya Tritiya, a festival that signifies eternal prosperity, auspicious beginnings, and unending good fortune. The exclusive collection is now available across KISNA’s Shop-in-Shop and Franchise stores nationwide.

Inspired by the profound symbolism of Akshaya Tritiya, the Akshaya Collection is a tribute to abundance and continuity, values deeply rooted in Indian culture and tradition. Rather than relying on conventional motifs, the collection embraces organic, rhythmic designs that echo nature’s patterns, such as blooming petals, flowing vines, and symmetrical growth, capturing the essence of ongoing prosperity and spiritual richness.

Comprising 236 meticulously designed pieces, the collection includes 107 necklace and earring sets, pendant and earring sets, and intricately crafted bangles. Each piece is available in 18K and 14K gold, offering a blend of tradition and contemporary elegance tailored for the modern consumer who seeks both luxury and meaningful design.

The creative journey behind every piece in the Akshaya Collection reflects KISNA’s commitment to artistry and innovation. The design process begins with extensive research into classical Indian dance forms and natural patterns, followed by hand-drawn sketches, 3D modeling, wax prototyping, gemstone setting, and finally, precision finishing. This comprehensive approach ensures each creation is not just a piece of jewellery, but a work of art that connects tradition with modern craftsmanship.

KISNA is also marking the launch with nationwide promotional campaigns, striking in-store visual merchandising, and exclusive hero piece displays designed to capture customer attention and celebrate the festive spirit.

Parag Shah, CEO, Kisna Diamond and Gold Jewellery said, "Jewellery is more than adornment; it is a reflection of emotions, traditions, and cherished milestones. With our Akshaya collection, we sought to create designs that not only honor the significance of this auspicious occasion but also deepen the personal connection between jewellery and its owner.The collections go beyond heritage; they offer timeless elegance and meaning, making them perfect for celebrating new beginnings."

With this new launch, KISNA continues its journey of merging craftsmanship with cultural resonance, offering pieces that are not only visually stunning but also deeply symbolic, making them a fitting choice for commemorating moments of prosperity, joy, and new beginnings during Akshaya Tritiya.

Bombay Shaving Company has unveiled its most purpose-driven innovation yet — Eco Sensi 3, a sustainable, Made-in-India razor designed for both high performance and low environmental impact. The product was launched as part of the brand’s signature monthly event, the 18-hour store, held on April 18 at 1800 hours, for 18 hours, exclusively on the brand’s website.

Marking a significant milestone in its sustainability journey, the company introduced Eco Sensi 3 under the banner of a powerful new nationwide initiative — a campaign for shaving with a clear conscience. Positioned as more than just a product launch, this campaign aims to spark a deeper cultural shift toward intentional grooming and environmental mindfulness.

To amplify its message, Bombay Shaving Company has released a thought-provoking short film titled “Where Do All the Razors Go?”, featuring Founder & CEO Shantanu Deshpande. The film sheds light on the environmental cost of disposable razors and urges consumers to reflect on the long-term consequences of daily routines. It calls on the younger generation to make more informed and sustainable choices.

“The shaving category has long needed a rethink — not just in terms of performance, but in the impact, it leaves behind. Today’s consumers expect more — they want products built with purpose. Eco Sensi 3 is our answer: a razor that performs brilliantly, respects the planet, and is proudly made in India. It reflects our long-term vision to lead grooming into a more intentional, sustainable future. At Bombay Shaving Company, we’re committed to creating products that are Sensi on Skin and Sensi on the Planet,” shared Deepak Gupta, Co-Founder & COO, Bombay Shaving Company. 

At the heart of this campaign lies a powerful message: shaving can care for both you and the environment. With Earth Day approaching, the company emphasizes, “There are two kinds of stubbles: one on your face, and one in our fields and landfills. This Earth Day, India shaves both.” The campaign, titled #IndiaShavesItsStubble, aims to usher in a more intentional, sustainable grooming culture.

Eco Sensi 3 is a result of Bombay Shaving Company’s commitment to responsible innovation. It features a reusable handle made from a blend of coconut shell and rice husk, offering a strong yet eco-conscious alternative to plastic-based razors. The razor includes a three-blade cartridge designed for a smooth, comfortable shave, while significantly reducing environmental impact. The launch pack, which includes one eco-friendly handle and two premium cartridges, is priced at an affordable INR 179, making sustainable shaving more accessible to a wider audience.

Fossil has announced its latest collaboration with Disney, launching a Special Edition timepiece on April 7, 2025, as part of its expanding collectibles line. This new product combines elements of sport, character design, and mechanical craftsmanship, aiming to appeal to both Disney collectors and golf enthusiasts.

The launch features Mickey Mouse integrated into Fossil’s Heritage design, showcasing a fresh interpretation of the iconic character. The watch includes a skeletonized white dial textured to resemble a golf ball, with a unique visual twist—Mickey Mouse mid-swing acts as the minute hand, while a flying golf ball marks each hour. This animated design is built around an automatic movement, visible through the open-work dial, allowing wearers to appreciate the internal mechanics in motion.

“This Special Edition timepiece is a must-have for Disney collectors and golf enthusiasts alike, featuring Mickey Mouse in Fossil’s sleek Heritage design. The skeletonized white dial showcases a dimpled golf ball texture, while a graphic applique of Mickey mid-swing serves as the minute hand, with a flying golf ball marking each hour. Powered by the natural motion of your wrist, the intricate mechanics are visible through the open dial— a true conversation starter on the green.”

Priced at Rs. 34,495, the launch strengthens Fossil’s positioning in the premium watch segment while tapping into cross-generational nostalgia and themed experiences.

The product is part of a wider strategy to bring collectible editions to niche enthusiast segments, further reinforcing Fossil’s licensing collaborations with entertainment brands. The Disney x Fossil timepiece is now available in select markets and is expected to draw attention from fashion retailers and lifestyle curators alike.

Victorinox has announced the launch of the I.N.O.X. Chrono India Edition, an exclusive collection developed specifically for the Indian market. The release features a limited run of 500 timepieces, with two variants comprising 250 units each, as part of the brand’s broader strategy to expand in key international markets through regionally tailored offerings.

Crafted with insights into Indian consumer preferences and seasonal demand peaks driven by cultural festivities, the India Edition marks Victorinox’s entry into locally-adapted product lines. The collection includes two models: one featuring a rose gold PVD case and bezel, and another with a rose gold PVD case paired with a black PVD bezel, both accompanied by black rubber straps.

Debraj Sengupta, Managing Director-Sales & Marketing, Victorinox India shared, "We had to have something special for India as this is a great way to connect with our culturally strong country. Hence, we launched the Rose Gold I.N.O.X. Chronograph in two versions—it’s the right connect for the myriad festivals that Indians enjoy. We made the right watch, a perfect fit for all the ceremonies that we celebrate in our country, 250 units of each, which is a total of 500 pieces. ‘Prepared for Excellence’ isn’t just a tagline; it’s a testament to this watch’s craftsmanship. A unique fusion of Swiss precision and Indian spirit."

The I.N.O.X. Chrono India Edition is engineered for durability and performance, equipped with shock resistance, antimagnetic protection, ISO-certified water resistance up to 200 meters, and a chronograph movement. The product has been designed and manufactured at the Victorinox Watch Competence Center in Delémont, Switzerland.

“I.N.O.X. is the most iconic Victorinox watch collection and is the inspiration behind our new design approach. We have blended elegance, strong geometrics, and industrial codes in a combination of functionality, resistance, and innovative material mixes. The outcome reflects our industrial-derived ability to deliver modern sophistication.” Both timepiece styles will only be available in India,” explained Arianna Frésard, Head of Category Watches, Victorinox.

Available exclusively in India, the timepieces are being retailed through Victorinox brand stores and select outlets across major cities, including Mumbai, Indore, Ahmedabad, Pune, Gurugram, New Delhi, Chennai, and Bengaluru. The product is priced at Rs. 89,000 and comes with a 5-year warranty. Online availability includes platforms such as helioswatchstore.com, tatacliq.com, nykaaman.com, ajio.com, and other leading e-commerce marketplaces.

Motorola has announced actress Rasha Thadani as the brand ambassador for its soon-to-be-launched laptop, the Moto Book 60, and tablet, the Moto Pad 60 Pro. As part of this year-long collaboration, Rasha will feature in promotional campaigns for both upcoming devices.

Positioning itself in bold new product categories, Motorola brings its signature style and innovation to the laptop and tablet space. With her energetic persona and strong Gen Z appeal, Rasha Thadani is seen as a natural extension of the brand’s vision.

The Moto Book 60 is designed with a focus on the Gen Z demographic, offering high performance, smart features, and seamless integration. Notably, it comes in Pantone-curated colours that distinguish it from the typical laptop aesthetic. Both the laptop and tablet represent Motorola’s continued efforts to create a connected, forward-looking tech environment. Key highlights include a slim design, Smart Connect capabilities, and a vibrant color palette.

The campaign debuts with a TV commercial featuring Rasha Thadani alongside the Moto Book 60. Set in a subway backdrop, the ad captures her walking confidently with the laptop in hand, drawing attention to the bold new colours—breaking away from the usual grey and silver tones. The campaign centers around the tagline ‘COLOUR ME MOTO’, with devices set to be available from April 17, 2025.

Shivam Ranjan, Head of Marketing, APAC, Motorola stated, "We are happy to welcome Rasha Thadani as the face of the moto pad 60 pro and moto book 60 in India. As we expand our product portfolio with the launch of our first laptop and a new generation of tablets, we were looking for a personality who embodies the spirit of creativity and versatility. Rasha’s refreshing presence, modern outlook, and growing influence among the youth make her a perfect fit to represent our brand. Her association with the moto pad 60 pro and moto book 60 reflects our vision of empowering the next generation with smart, stylish, and performance-driven technology. We are confident that this partnership will resonate with young consumers, especially Gen Z, and further strengthen Motorola’s position in the lifestyle tech ecosystem." 

Rasha Thadani said, "I'm super excited to be associated with Motorola for the launch of the moto pad 60 pro and moto book 60. As someone who’s always juggling work and learning about new stuff, I love how these devices bring together style, performance, and smart features integrated with AI that actually make a difference. It’s amazing to be part of a brand that’s constantly innovating to make tech more intuitive and empowering for young users like me with meaningful innovations.”

With this collaboration, Motorola is not just introducing two new devices, but also strengthening its identity as a lifestyle-centric tech brand. As the company ventures into the laptop and tablet segments, its choice of ambassador and product design choices reflect a clear commitment to capturing the imagination of India’s younger, digitally native generation.

Rolls-Royce Motor Cars has introduced its own Chess Set — a modern interpretation of the classic strategy game, designed to reflect the brand’s focus on shared experiences and refined lifestyle elements that appeal across cultures and generations. The product marks a continuation of the brand’s focus on luxury craftsmanship beyond automotive design.

The Rolls-Royce Chess Set is the result of a year-long design and engineering process. Intended to evoke the same sense of ceremony as a Rolls-Royce motor car, the board opens in a single theatrical motion, revealing a set of magnetised chess pieces. These sculptural forms are made of ceramic-coated aluminium and are housed in a leather-lined holder that elevates gently when the board is opened.

Each set includes hidden drawers with extra queens to accommodate promoted pieces. Magnets embedded beneath the surface help maintain precision in gameplay by keeping the pieces aligned. The board itself features aluminium edges and a discreet Spirit of Ecstasy emblem on both the front and back.

“We are in the privileged position of knowing our clients personally. These relationships – and the unique insights they provide into our clients’ worlds, tastes, and preferences – inform everything we do at Rolls-Royce Motor Cars. Knowing that many clients enjoy chess — often at an extremely high level — we were inspired to create our own Chess Set as a natural evolution of the sense of hosting and occasion that defines the Rolls-Royce experience. Incorporating materials and the meticulous craft techniques our clients know and love from their motor car, the Chess Set is a discreet, beautiful, and authentic extension of our brand into their homes. It serves as a contemporary work of art in its own right, as well as a practical, playable game," Nick Abrams, Accessories Designer, Rolls-Royce Motor Cars.

The materials used for the chess set mirror those in Rolls-Royce vehicles. The board is offered in four veneer options, including high-gloss Blackwood with Ceramic White and Macassar Ebony with Royal Walnut, as well as open-pore Smoked Eucalyptus with Paldao and Obsidian Ayous with Blackwood.

Clients can choose from 13 leather colours to customize both the outer casing and the interior piece holder. The veneer squares are laser-cut and placed by hand to maintain grain consistency, and the aluminium playing grid is machined and finished manually to retain sharp detailing.

The chess pieces themselves are designed with monolithic silhouettes and are finished in either satin black or iridescent white, with polished stainless-steel heads. According to the company, the tactile quality and weight of the pieces are meant to evoke components found in the brand’s vehicle interiors, such as the solid-metal organ stops.

The Rolls-Royce Chess Set is now available for commission through the brand’s showrooms and Private Office boutiques.

Skincare major NIVEA has announced the appointment of Taapsee Pannu as its first-ever Indian global brand ambassador. The announcement was made in conjunction with the launch of NIVEA Soft Daily UV, a new addition to its product portfolio that combines 48-hour moisturisation with UV protection.

The newly launched product is part of NIVEA’s ongoing strategy to strengthen its position in the skincare segment by addressing evolving consumer needs for multifunctional products. A new television commercial featuring Pannu has also been released, positioning the product as a daily-use moisturiser suited for sun exposure and hydration.

 “I’ve always believed that skincare should be simple, effective and effortless. With NIVEA Soft Daily UV, I get the hydration my skin needs and the UV protection it deserves, all in one lightweight formula. It’s the perfect daily companion for fresh and glowing skin,” shared Taapsee Pannu, Brand Ambassador, Nivea.

Shweta Dalal, Marketing Director, NIVEA India, commented, "At NIVEA, we continuously innovate to bring the best skincare solutions to our consumers. With NIVEA Soft Daily UV, we’re addressing the growing need for everyday hydration with added UV protection in a formula that remains true to the much-loved NIVEA Soft experience. We are excited to introduce this game-changing product to our Indian consumers."
 

The launch also aligns with a significant corporate milestone. Vincent Warnery, Global CEO of Beiersdorf, NIVEA’s parent company, visited India in February this year, where he met Taapsee Pannu to mark her appointment as the brand’s global face from India. The visit reinforces the strategic importance of the Indian market to Beiersdorf's global plans, especially in the skincare category.

With this development, NIVEA further strengthens its positioning in the Indian skincare segment while highlighting its commitment to inclusive representation and product innovation tailored for local needs.

Britannia Industries, in collaboration with WPP and powered by Google Gemini’s Vertex AI Multimodal Live, has introduced a pilot initiative titled Britannia A-Eye. Designed to enhance in-store accessibility, the solution focuses on improving retail navigation for visually impaired consumers. The project has been developed in partnership with MORE Retail and Mithra Jyoti, an NGO supporting the visually impaired community.

The initiative reflects a strategic integration of AI and retail enablement technologies. The pilot utilizes Google Astra's multimodal capabilities to create a smartphone-based assistant that interprets in-store environments in real time. By scanning their surroundings via smartphone cameras, users receive audio prompts that help them move through aisles, identify Britannia products, and access essential product data such as ingredients, prices, nutritional values, and expiry dates.

This functionality is currently enabled for Britannia’s product portfolio and custom-configured to store-specific layouts. The broader vision of this AI application aims to eliminate the dependence on human assistance and establish a more autonomous shopping experience for consumers with visual impairments.

Siddharth Gupta, General Manager - Marketing, Britannia Industries said, "At Britannia, we believe that technology has the power to break barriers and create a more inclusive world. Britannia A-Eye is a testament to how innovation can revolutionize inclusivity in retail. This initiative is not just about leveraging cutting-edge technology—it’s about fostering equity and independence for all consumers. We are proud to be at the forefront of this transformation and look forward to shaping the future of inclusive retail.”

Daniel Hulme, Chief AI Officer, WPP mentioned, "Our partnership with Google is about pushing the boundaries of AI-driven innovation. With Britannia A-Eye, we’re not just creating technology—we’re redefining inclusivity in retail, proving that AI can be a force for good, transforming lives and empowering communities. While this initiative is still in its early days, it holds the promise of fundamentally changing the way retail is experienced, ensuring accessibility is not an afterthought but a standard for all."

Amar Jain, Co-Founder of Mission Accessibility, lawyer and a key advocate for accessibility said, "For the visually impaired, the ability to shop independently is not just about convenience—it’s about dignity. Britannia A-Eye is a powerful step towards ensuring that visually impaired individuals can experience shopping as it should be—autonomous, seamless, and barrier-free. It’s inspiring to see technology being used in such a transformative way, and I hope this paves the way for a more inclusive ecosystem across industries."

Vidhyashankar Jayaraman Chief Merchandising and Marketing Officer, More Retail Pvt. Ltd. commented, "Retail should be accessible to all, and Britannia A-Eye is a bold step towards making that vision a reality. This initiative ensures that visually impaired shoppers can navigate stores and make informed decisions independently. We are proud to be part of a movement that is setting new standards in inclusive retail."

The pilot project is currently operational at the MORE Supermarket in TC Palya, Bengaluru, with consumer access enabled from March 28, 2025. The effort reflects a larger shift in the licensing and retail ecosystem, where AI partnerships are increasingly deployed to address accessibility challenges through scalable, tech-powered solutions.

In celebration of World Art Day, lifestyle and travel gear brand EUME has unveiled a bold new limited-edition collection that turns movement into a masterpiece. In an unprecedented collaboration with five avant-garde artists, the brand has launched a series of 24 exclusive bags and accessories that blend art, fashion, and function, transforming travel essentials into collectible works of art.

This unique collection showcases EUME’s signature approach to design, where movement is seen not just as physical transit but as a deeply emotional, cultural, and personal journey. The collection reflects this philosophy through striking visual storytelling and creative craftsmanship. Every piece is a canvas—featuring vivid prints, intricate detailing, and sculptural, tactile elements—making each accessory an immersive artistic experience.

The collaboration brings together an eclectic mix of artists, each known for their bold voices and boundary-pushing styles. Chaitanya Dixit, celebrated for his contemporary interpretations of mythology, merges ancient themes with modern relevance. Guncha Sharma, also known as Gunchakoi, uses bright, rebellious visuals to challenge traditional perspectives. Mooz, a digital and graffiti artist, explores fluidity and motion through experimental forms. Doodle Mopez reimagines the everyday through abstract expressions, while Bhavna Jasra brings emotional depth to the collection with sculptural impressions of fleeting moments.

Naina Parekh, Founder, EUME said, “Art has the power to transform the everyday—and that’s exactly what we set out to do with this collection. To celebrate World Art Day, we’re unveiling a limited-edition series that merges the worlds of creative expression and travel. By turning our 100% aluminium luggage into bold, mobile canvases, we’ve created pieces that aren’t just functional—they’re statements, collectables, and stories in motion. Luggage is often seen as purely utilitarian, but with this initiative, we’re giving it a new voice—one that speaks through bold visuals, intentional craftsmanship, and true individuality. You don’t usually travel with art. But now, with these cases, you can travel as art.”

Crafted with high-definition printing, textured embossing, and premium materials, each piece is designed to preserve the integrity of the original artwork while offering durability and functionality. These aren’t just accessories—they are bold statements of individuality and creativity.

Indian contemporary fashion label Ancestry has announced the launch of its Spring/Summer 2025 collection, titled Wabi-Sabi. The drop marks the brand’s first release for the season and signals Ancestry’s continued alignment with cross-cultural design integration. Drawing from the Japanese design philosophy of accepting imperfection and minimalism, the collection builds on Ancestry’s focus on blending traditional aesthetics with global relevance—a strategy that positions it for growth across licensing and collaborative retail channels.

The official unveiling took place at Ancestry’s flagship store at Ambience Mall, Vasant Kunj on April 10, 2025. The event featured actress Shefali Shah as a guest, underscoring the brand’s growing alignment with public figures and influencers as it strengthens its consumer-facing identity.
 

The Wabi-Sabi collection includes silhouettes such as kaftans, co-ord sets, kurtas, and shirts, which are designed to transition between formal and casual wear. Using natural fabrics such as linen, crepe, and poplin, the line maintains its utility for the Indian summer while appealing to environmentally conscious markets. The minimalist aesthetic and subdued color palette cater to an international audience seeking culturally rooted, seasonally adaptive apparel.

Significantly, the collection also integrates Ajrakh—a traditional Indian block-print technique—recontextualized through a contemporary lens. This reinforces Ancestry’s interest in licensing traditional Indian crafts for new retail formats, both within India and abroad.

According to the brand, Wabi-Sabi is structured around core principles of simplicity and restraint, offering a business case for deeper merchandising extensions and potential third-party licensing partnerships focused on textile-based design.

The collection is currently available across Ancestry’s offline retail network and is scheduled to launch online from April 15, 2025. The new release opens pathways for strategic licensing and retail expansion while maintaining alignment with the brand’s heritage-focused storytelling.

Piccadily Agro Industries Limited, the parent company of Indri, has introduced its latest release, the Indri Founder’s Reserve 11-Year-Old Single Malt Whisky. The limited-edition release not only reflects the evolution of Indian whisky craftsmanship but also marks a strategic licensing opportunity as the brand expands its international footprint.

This new expression commemorates the legacy of Pt. Kidar Nath Sharma, the founder of Piccadily Group. Developed as a tribute to his vision and leadership, the Indri Founder’s Reserve has been aged for 11 years in ex-Bordeaux red wine casks at the company’s distillery in northern India. The climate at the Indri facility—where temperatures fluctuate from 0°C in winter to 50°C in summer—significantly influences the aging process, resulting in a richer, more complex flavour profile compared to traditional aging environments.

The whisky has been released in two variants: one bottled at 50 percent ABV for the Indian market, and the other at 58.5 percent ABV for international distribution. With only 1,100 bottles produced globally—evenly split between domestic and overseas markets—the limited release is designed to appeal to collectors and whisky connoisseurs, and is supported by a curated licensing and distribution strategy to maintain exclusivity.

Indri Founder’s Reserve has received multiple accolades from respected international spirits competitions. These include a Gold medal at the World Whisky Awards 2025, where it was named Category Winner in the Single Malt 12 Years & Under segment. It also secured Gold with 90 points at the San Francisco World Spirits Competition, and was ranked #8 in the Top 15 Whiskies of the World by the International Whisky Competition, where it also earned the title of Best Single Malt Indian Whisky with a score of 95.09 points.

“Indri Founder’s Reserve 11-Year-Old single malt is a symbol of India’s ascension in the world of fine single malt whisky. Aged to perfection and crafted with care, this expression embodies the essence of our founder’s dream: to create world-class Indian single malt whisky with soul, structure, and enduring quality,” shared Shalini Sharma, Head of Marketing, Piccadily Agro Industries Limited.

Through this launch, Piccadily Agro continues to position India as an emerging player in the premium whisky segment. The company’s focused licensing strategy and global release reinforce its intent to establish Indri as a serious contender among internationally recognized single malts. The Founder’s Reserve, in particular, is being marketed as a high-value licensed asset for select distributors and retailers, aligning product scarcity with targeted brand positioning.

This latest release underscores the evolving capabilities of Indian distillers and affirms Piccadily Agro’s vision to take Indian-made single malts to global markets, backed by authenticity, quality, and strategic licensing partnerships.

Reliance Jewels has launched the 10th edition of its regional jewellery initiative, Jewels of India, with the Tirupati collection—an assortment inspired by the spiritual and cultural heritage of Tirupati. The launch aligns with Akshaya Tritiya, a key gold-buying occasion in India, and is available across the brand’s nationwide retail network and digital platforms.

With each edition, the initiative has focused on showcasing the cultural and architectural motifs of Indian states through jewellery designs. Previous editions have featured interpretations of heritage elements from regions such as Karnataka, Rajasthan, Odisha, Tamil Nadu, West Bengal, Maharashtra, and Uttar Pradesh.

This year’s Tirupati edition draws from the city’s temple architecture, the Tirumala Hills, and the imagery associated with Lord Balaji. The product range includes gold and diamond jewellery, with pieces spanning long necklaces, chokers, bangles, earrings, and daily-wear options designed to reflect spiritual themes while maintaining commercial wearability. The launch highlights a growing trend in culturally licensed products that integrate regional art into accessible luxury formats.

Sunil Nayak, CEO, Reliance Jewels said, “Jewellery is more than an adornment; it is a timeless expression of heritage, faith, and divine connection. The Jewels of India Tirupati collection is a heartfelt tribute to Lord Balaji, with his blessings imbued in every piece. It beautifully embodies the spirit of Akshaya Tritiya – a festival that signifies abundance and auspiciousness. With every piece of this collection, we are honoured to bring this sacred sentiment to life.” 

In addition to high-end offerings, the Tirupati collection includes lightweight licensed designs positioned for everyday use. This move supports Reliance Jewels’ broader strategy of tapping into devotional and regional sentiments to appeal to a diverse consumer base across the country.

To support seasonal demand during Akshaya Tritiya, the brand has announced a promotional window ending May 5, with up to 25 percent off on gold jewellery making charges and up to 30 percent off on diamond jewellery. It is also offering a 100 percent exchange value on old gold, a strategic initiative aimed at increasing footfall and driving conversions during the festive season.

KFC India has recently announced its joint venture with CarryMinati (Ajey Nagar), one of India’s biggest GenZ YouTubers, to co-create and launch a new limited-edition menu item—KFC x CarryMinati Saucy Popcorn. This marks the first time the QSR major has collaborated with a digital content creator to co-develop a product offering tailored specifically to India’s Gen Z audience.

With a digital footprint that includes over 67 million followers, CarryMinati is one of India’s most influential content creators, particularly among younger demographics. Through this partnership, CarryMinati brings not just his public persona but also his creative input into KFC’s innovation process. The collaboration integrates elements of design, flavor, packaging, and utility, offering a compelling case study in creator-brand licensing and co-branding within the QSR segment.

The co-branded item features KFC’s classic Chicken Popcorn tossed in a spicy and tangy Nashville-style sauce, curated in alignment with CarryMinati’s taste profile. It is packaged in a special edition box bearing his likeness—an industry-first for KFC India—and includes a spork, a unique addition proposed by the creator to cater to gaming audiences who prefer mess-free snacking during play.

This partnership underlines a growing trend in the licensing industry—where creators are not merely endorsers but active co-creators, contributing to product development and driving retail sales through their cultural influence.

The new menu item is now available across 1,200+ KFC locations in India, as well as on the KFC app, website, and leading food delivery platforms. Retail pricing begins at Rs. 199.

This campaign underscores KFC India’s evolving brand licensing strategy, leveraging high-impact digital personalities to strengthen cultural relevance and deepen engagement with younger consumers. It also reflects a broader shift in the QSR sector, where co-branded, limited-edition offerings are becoming central to brand innovation and consumer targeting.

Sewing machines and home appliances brand ‘Singer India’ is expanding its footprint into the high-growth cooling segment. The company has launched the Cloud Cool X Fan, marking its entry into a new product category that merges aspects of traditional coolers and air conditioners.

The launch comes at a time when the Indian cooling market is projected to grow from Rs. 1,975 crore in 2025 to Rs. 6,905 crore by 2031, at a CAGR of 23.21 percent. Recognizing this opportunity, Singer India is positioning itself to capitalize on the segment's evolving consumer demands with a product designed, developed, and manufactured in India.

The Cloud Cool X Fan introduces a unique cooling approach through what the company describes as Cloud Technology, which converts water into nano-like mist particles to mimic natural cooling. The device also incorporates two antibacterial and antiviral silver-coated mesh filters that capture dust, pollen, and soot, alongside a bladeless design intended to enhance safety and simplify maintenance.

Rakesh Khanna, Vice Chairman & Managing Director, Singer India said, “The Cloud X Cool Fan launch is a milestone and an important addition to our home appliance range, reflecting our commitment to innovation and local manufacturing. The Singer brand has been around for over 175 years—we stand for trust and quality in our sewing machine portfolio. Now, with the launch of Cloud X, a category-first cooling product, we are confident it will further strengthen our positioning in the home appliance segment. We aim to achieve a growth of 25–30 percent in this segment. Our focus for the upcoming fiscal year is to build a strong portfolio in category appliances, enhance our product presence on e-commerce platforms, improve customer experience and post-sales engagement, and continue refining our product offerings across both the sewing and home appliance segments.”     

Singer India’s move represents an important pivot into category innovation within consumer durables. The Cloud X Cool Fan is intended as a mid-market solution that provides air cooling functionality without the infrastructure or energy demands of conventional air conditioning.

The product is currently available through Amazon, Singer India’s official website, and select offline retail channels. 

Swarovski marks a milestone moment in its 130-year history with the launch of its Spring-Summer 2025 collection, starring global pop icon and Brand Ambassador Ariana Grande. In this latest chapter of their creative partnership, Grande steps into the “Mathemagical” world of Swarovski—a vibrant fantasy of color and light that symbolizes transformation, artistic expression, and the brand’s rich design heritage.

As part of this celebratory season, Swarovski Global Creative Director Giovanna Engelbert reintroduces the concept of Metamorphosis as a visual narrative to highlight the brand’s ongoing evolution in style and culture. 

Appearing in her third campaign for the brand launching the collection, Ariana Grande undergoes a radiant transformation through dazzling crystal jewelry. A notable shift from her previous appearances—Holiday 2024’s Party of Dreams and the glamorous Ariana Grande x Swarovski Capsule collection—this campaign draws inspiration from the pop aesthetic of the 1960s. Photographed by the acclaimed duo Mert and Marcus, the visuals spotlight a curated blend of retro charm and modern elegance.

Giovanna Engelbert stated, "I’m intensely drawn to pop culture and the role of jewelry within it -- it has the power to transform not just how you look, but how you feel.
My vision is to create a new jewelry culture that is high-impact, fresh, and sharp; Ariana embodies this with both beauty and boldness that turns each piece into a symbol of radiance, movement, and joy.”

Ariana Grande commented, “I’m so excited that my creative journey continues with Swarovski, and I love the metamorphosis storyline of this new Spring-Summer 2025 campaign. Styled in a palette of vibrant colors and radiant crystal jewelry, this campaign felt truly uplifting and joyful.”

 

The new collection features several standout jewelry families, each offering a fresh take on Swarovski’s iconic designs: Millenia introduces a new lilac hue, hand-set in gold-tone hardware, blending classic Rivière silhouettes with contemporary boldness, reflecting Ariana’s own radiant presence.

Idyllia transports viewers into a whimsical garden of crystal flowers and butterflies, showcasing intricate craftsmanship and a softer, romantic aesthetic.

Dulcis embraces playful energy with candy-colored, resin-based jewelry inlaid with vibrant crystals—designed for bold layering and expressive styling.

Chroma delivers vibrant, chromatic expressions with its versatile styles. The debut of Chroma Twist stands out as Swarovski’s first collection focused on circularity, featuring at least 50 percent Swarovski ReCreated Crystals and 90 percent recycled metal, crafted to allow interchangeable colors and styles for extended wear.

The campaign and product rollout underscore Swarovski’s licensing-forward approach to brand expansion, utilizing ambassador-led storytelling and differentiated product lines to deepen market penetration. The Spring-Summer 2025 collection will be distributed through Swarovski’s owned e-commerce platforms and select global retail and licensing partners.

Magnum, one of the well-known ice cream brands celebrated for its indulgent creations and signature Belgian chocolate, has announced the launch of its newest flavour—Magnum Pistachio. This marks a bold return to innovation for the brand, introducing its first new flavour in eight years. Crafted for the modern pleasure seeker, this exquisite treat blends the velvety richness of pistachios with the satisfying crack of Magnum’s signature Belgian chocolate shell.

Magnum Pistachio promises an elevated sensory experience that marries creamy indulgence with the irresistible nuttiness of pistachio—a nod to the viral Dubai Chocolate trend that’s taken the internet by storm.

In line with this vision of indulgence, Magnum reunites with Bollywood superstar Kareena Kapoor Khan, continuing a decade-long association that has become emblematic of the brand’s blend of glamour and sophistication. The new campaign, featuring Kareena, channels the essence of luxury and self-indulgence, inviting consumers into her world of refined pleasure.

"This year marks 10 years of devouring my favourite Magnum ice creams, one irresistible flavour at a time! I have had a great association with the brand and Magnum is everything I love and always a temptation worth giving into. I’m so happy to launch Magnum’s latest creation – the all-new Magnum Pistachio! Rich, pistachio ice cream wrapped in thick Belgian chocolate and roasted pistachios – pure bliss! So, step inside my #PleasureStudio and have a taste. I hope you love it as much as I do,” shared Kareena Kapoor Khan.
 

As part of the campaign, Magnum also unveiled the Pleasure Studio, a visual and sensory ode to indulgence, created in collaboration with Lowe Lintas and acclaimed filmmaker Shashanka Chaturvedi (Bob). The experience goes beyond a conventional advertisement, delivering a storytelling approach that captures the essence of Magnum’s promise—pleasure in its purest form.

Toloy Tanridagli, Head of Ice Cream Business, HUL added, "With Magnum Pistachio, we are bringing an ingredient that defines luxury and one of the most trending flavours globally to Indian consumers. Magnum has always been lauded for its expertise in chocolate crafting and sophisticated ice cream credentials, and we are committed to bringing this to India. The premium ice cream market in India is growing steadily, with consumers seeking indulgent and unique experiences. We aim to tap into this market with an exciting line-up in 2025, starting with the biggest – Magnum Pistachio. With the expansion of our portfolio, we remain committed to offering moments of pure pleasure through our innovative new launches."

Vishal Bagade, Executive Creative Director, Lowe Lintas stated, "Launching Magnum Pistachio was a big responsibility which we at Lowe Lintas were more than happy to fulfill. Our aim was to evoke luxury and pleasure through storytelling, which was an enjoyable ride given the fact that industry giants like Kareena Kapoor Khan and Bob (Shashanka Chaturvedi) were involved. We ended up creating ‘Pleasure Studio’, which is not just an ad but an ode to indulgence.”

With its rich texture, nutty elegance, and a campaign that celebrates all things luxurious, Magnum Pistachio is poised to become the ultimate ice cream indulgence of the year. As Magnum perfectly puts it—a day without pleasure is a day lost.

KENT RO Systems Ltd., one of the trusted names in the water purification industry, has announced the launch of its latest innovation — KENT Sapphire, a next-generation RO water purifier designed to deliver pure, safe, and mineral-rich drinking water for Indian households.

Packed with advanced features and a sleek, modern design, KENT Sapphire stands out as a powerful combination of aesthetics and cutting-edge technology. It employs a multi-stage purification process, integrating RO+UF+Inline UV+Alkaline+TDS Control, to remove contaminants while preserving essential natural minerals, ensuring every sip is both safe and nourishing. Priced at Rs 25,000, the purifier aims to strike a balance between premium quality and affordability.

With more than 75 percent of Indian households still dependent on untreated water sources, the need for efficient and accessible purification solutions remains high. 

“With over 75% of Indian households still relying on untreated water sources, there is a pressing need for effective and affordable water purification solutions. At Kent we are committed to providing our customers with the best-in-class water purification solutions and we are proud to introduce KENT Sapphire, our latest innovation in the water purification segment, which is expected to contribute significantly to the growing demand for water purifiers in India," said Mahesh Gupta, Chairman and Managing Director, KENT RO Systems Ltd.

The KENT Sapphire goes beyond basic purification. It enhances the pH level of purified water up to 9.5, offering alkaline water that helps regulate the body’s pH balance, reduce acidity, and improve immunity. Its UV LED technology inside the storage tank ensures the water remains bacteria-free even after purification. The product also includes a TDS control valve, allowing users to adjust and retain necessary minerals as per their preference.

Engineered for efficiency, the purifier offers a high purification capacity of up to 20 litres per hour, along with an 8-litre storage tank. This ensures an uninterrupted water supply, even during power outages — a feature particularly beneficial in areas with frequent electricity cuts.

Designed to be wall-mountable and compatible with brackish, tap, and municipal water supplies, KENT Sapphire is built for versatility and ease of use, making it a suitable fit for urban and semi-urban households alike.