Swarovski and Ariana Grande Collaborate on Dazzling Capsule Jewelry Collection

CHOSEN, the clinical-grade skincare brand founded by renowned dermatologist Dr. Renita Rajan, is celebrating five years of innovation with a strategic rebrand that strengthens its position as a leader in science-backed skincare for Skin of Colour (SOC) in India. As part of this milestone, CHOSEN has also unveiled India’s first Center of Excellence for Skin of Colour, a pioneering initiative dedicated to melanin-rich skin research and high-performance formulations.

The CHOSEN HIFIVE Conclave, held at Egmore Government Museum, Chennai, marked this momentous occasion. The event featured the unveiling of CHOSEN’s new logo by legendary music composer A.R. Rahman, symbolizing longevity, sustainability, and future-driven innovation. Founded in 2020, CHOSEN was built to address the skincare needs of melanin-rich skin, a segment that has long been overlooked by the global beauty industry. Over the years, the brand has fostered a community of 50,000 skincare enthusiasts, offering over 50 products across eight categories to cater to the unique concerns of SOC.

Unlike conventional brands that take a one-size-fits-all approach, CHOSEN has always focused on tailored solutions for melanin-rich skin, which often faces distinct challenges such as hyperpigmentation, irritation, and sensitivity. The rebranding is a strategic shift that reinforces CHOSEN’s commitment to scientific precision and inclusivity. As part of this transformation, the brand has introduced a new visual identity, including an updated logo and packaging that reflects its science-driven approach. Additionally, CHOSEN has enhanced its digital presence with a revamped website designed to educate consumers about SOC skincare and streamline their skincare journeys.

A major highlight of this milestone is the establishment of India’s first Center of Excellence for Skin of Colour, which will focus on cutting-edge research and innovation to advance skincare solutions tailored specifically for melanin-rich skin.

Renita Rajan, Founder, CHOSEN said, "For decades, skincare has largely been designed with a limited spectrum in mind, often overlooking the specific needs of Skin of Colour. At CHOSEN, we hope to be the change—our science is built for SOC, and it is a reaffirmation of our commitment to high-performance skincare that works with—not against—melanin-rich skin. By integrating deeper research, protocol-driven routines, and cutting-edge formulations, we hope to set new benchmarks for what skincare for SOC could be."

Looking forward, CHOSEN is set to launch India’s first Melanin Lab, a dedicated research hub aimed at developing SOC-specific formulations backed by clinical studies. The lab will work towards setting new industry standards by introducing research-backed skincare protocols and collaborating with dermatologists and wellness practitioners to integrate SOC skincare into mainstream beauty and healthcare. The brand is also redefining skincare routines by shifting away from multi-step regimens that may not be optimal for India’s humid climate. Instead, CHOSEN advocates for targeted, effective routines that prioritize skin health without unnecessary layering.

The CHOSEN HIFIVE Conclave was attended by leading industry experts, medical professionals, and skincare advocates, including Dr. Pal Manickam (Founder, NewMe), Dr. Sathya (Gynecologist & Infertility Specialist), Shiny Surendran (Sports Dietitian), Regena Cassandra (Actor & Sustainability Advocate), Hariharan Premkumar (MD & Head of India, DSG Consumer Partners), Deepak Jayaraman (Co-founder, Vanaalaya), Vikas Chawla (Co-founder, Social Beat), and Ramya Subramanian (Entrepreneur). The event featured discussions on the future of SOC skincare, exclusive product unveilings, and community-driven conversations celebrating CHOSEN’s five-year journey.

FINO Tequila, one of the ultra-premium spirits brands co-founded by international cricket legend Yuvraj Singh and a group of entrepreneurs, has officially launched in the United States, marking a significant milestone in the luxury tequila market.

Originating from the highlands of Jalisco, Mexico, FINO is more than just a premium tequila; it is a lifestyle brand that embodies the philosophy "Failure Is Not an Option." The brand made its debut in Chicago, a key market that serves as the gateway for its global expansion, with an exclusive invite-only event. The launch brought together prominent figures from the US business and entrepreneurial world, including Indian and American CEOs and business leaders who resonate with the brand’s ethos. With ambitious growth plans, FINO is set to enter the Indian market by mid-April.

Yuvraj Singh, Chief Shot Caller, FINO said, "FINO represents everything I believe in—resilience, excellence, and the courage to transform challenges into victories. Just as I've approached my cricket career and my personal life, FINO is about pushing boundaries and proving that with determination, anything is possible."

Vikram Kumar, Chief Revenue Officer of FINO added, "Our approach combines traditional craftsmanship with our digital transformation expertise, creating a brand that speaks to achievement-oriented consumers."

Jana Iyer, Chief Product Excellence Officer, and Sonali Patel, Chief Creative Officer explained, “We've channelized our backgrounds in healthcare and business into a product line that is crafted from 100% blue agave grown in red, mineral rich soil. FINO follows a rare additive-free process, to ensure the highest quality and an authentic tequila production.”

FINO’s distinctive branding is reflected in its name—meaning "fine/exquisite" in Spanish and serving as an acronym for "Failure Is Not an Option." Initially launching with Blanco, Rosado, Añejo, and a limited-edition Extra Añejo, the brand aims to become the artisanal tequila of choice for individuals who view life as an extraordinary journey.

"At FINO, we're not just launching a tequila, we're translating an entrepreneurial vision into a tangible, premium experience. Our approach marries innovation with the timeless craft of tequila production, for those who align with the FINO lifestyle,” highlighted Nick Patel, Chief Visionary, FINO.

Paroon Chadha, who brings expertise in scaling and governance as FINO’s Board Chair, emphasized the brand's broader mission, stating, "FINO is a platform for offering unique experiences with the ‘forever mission’ to become a lifestyle brand that brings people together."

Currently featured in top Chicago establishments, including Michelin-rated Indienne, RPM Italian, Miru, Tre Dita at The St. Regis, and several others, FINO Tequila is set to make its Indian debut initially through duty-free outlets, bringing its premium experience to a wider audience.

Crocs, known for its innovative and fun footwear, is adding a playful twist to this year's Valentine’s Day with a new campaign featuring Bollywood legend Jackie Shroff and Gen Z favorite Orhan Awatramani (Orry). The campaign celebrates modern love with humor, charm, and bold self-expression through Crocs' iconic Jibbit charms and Classic Clogs. The message is clear: love is all about creativity, individuality, and having fun, just like a pair of Crocs.

The campaign emphasizes that love is more than words, positioning Jibbitz™ charms as a creative way to express emotions. Set at Orry’s quirky Lonely Hearts Valentine’s slumber party, the film brings together two contrasting personalities. Jackie Shroff’s iconic "Bhidu" persona humorously clashes with Orry’s exuberant energy as they navigate the ups and downs of modern dating. Through witty dialogues, relatable situations, and clever use of Crocs’ Jibbit charms, the duo touches on themes like “ghosting,” “green flags,” and navigating complicated “situationships.” The campaign includes lighthearted moments, such as Orry’s declaration of self-love with “I love you… ORRY!” and Jackie’s signature quip, “Tum log ka yahich problem hai,” showcasing the quirks of self-expression in love.

Yann Le Bozec, Head of International Marketing, Crocs, commented, “At Crocs, individuality and self-expression are at the core of everything we create, with our Classics range serving as the perfect canvas for personal creativity. This Valentine’s Day, through our campaign featuring Jackie Shroff and Orry—two icons who embody self-expression across generations—we invite everyone to celebrate their unique style and share their emotions in playful, meaningful ways with Jibbitz.”

Akshat Gupta, Co-founder and Chief Creative Officer, Kulfi Collective, said, “At Kulfi Collective, we thrive on blending the unexpected with the relatable. This campaign beautifully captures the humor, charm, and complexity of self-expression in modern relationships. With Jackie Shroff and Orry at the center, we’ve created a narrative that’s both entertaining and relatable, while showing how Crocs and Jibbitz™ can become a fun and meaningful way to tell your story.”

The campaign, going live on 5th February, will be showcased across social media, digital platforms, retail, and e-commerce channels, including influencer-led activations and a special Valentine’s Day seeding box curated by Orry. The vibrant Valentine’s Day collection, featuring new Jibbitz™ charms and classic designs in hues like Strawberry Wine, Varsity Red, Pink Tweed, and more, is now available for purchase at select Crocs stores in India or online at crocs.in and Myntra.

Badshah, one of India’s biggest rap stars, has teamed up with Pokémon for his latest music video, Imma Be Your Pokémon. Featuring desi beats and signature Badshah-style lyrics, the track includes appearances by Sharvi Yadav and Sahher Bambba, along with iconic Pokémon characters like Pikachu and Jigglypuff. This is not a fan-made project but an official collaboration with the Pokémon franchise, bringing together the worlds of Indian rap and animated nostalgia in an unexpected crossover.

Badshah recently made headlines after wiping all his Instagram posts, leaving his 15 million followers speculating about his next move. The timing of this move came just days after his fallout with rapper Honey Singh, further adding to the buzz around his latest release.

Fanta, one of the beloved beverage brands from Coca-Cola India, has launched its latest campaign, ‘Fanta Mangta,’ featuring Bollywood sensation Kartik Aaryan. The campaign highlights Gen Z’s passion for indulgence, emphasizing that when it comes to satisfying cravings, nothing beats the refreshing taste of Fanta.

Known for its bright, playful, and flavourful appeal, Fanta has long been a favorite among young consumers who embrace joy and spontaneity. The ‘Fanta Mangta’ campaign taps into the excitement of cravings, portraying Fanta as the ultimate answer when only the best will do.

Bringing the catchy tagline “Aur Kuch Nahi Mangta, Sirf Fanta Mangta” to life, the campaign film takes a fun and quirky approach to indulgence. Kartik Aaryan, with his signature charm, seamlessly embodies the essence of Fanta, making it the perfect companion for every mood and moment.

Sumeli Chatterjee, Senior Category Director, Sparkling Flavours, Coca-Cola India and South-West Asia shared, “A youngster’s life is very busy, but they always find time to attend to their daily cravings. The lip-smacking deliciousness of Fanta is a perfect solution to all cravings. The new campaign Fanta-Mangta is a fun and playful twist to urge teens to take some time out to indulge their cravings. With Kartik Aryan’s charisma and the reimagined 1980s music, the campaign lives on the nostalgia trend, blending the nostalgia with a touch of modern interpretation.”

Mukund Olety - Creative Head of StudioX, INSWA and Chief Creative Officer of VML, India stated, “When you crave something delicious, no amount of money, gold, or fame can satiate you. You need a Fanta. To bring this thought to life, we have a quirky storyline and a very memorable track that ties it all together. I can’t stop humming.”

"Being part of the Fanta Mangta campaign has been a Fun experience! Fanta makes every moment lively, and exciting. It’s all about enjoying life and embracing what you crave, without a second thought," said Kartik Aaryan, Brand Ambassador, Fanta.

The campaign will roll out across television and digital platforms, delivering a vibrant, fun-filled message that encourages people to indulge in their cravings. Get ready to experience the bold, lip-smacking flavor of Fanta—because when nothing else will do, only Fanta Mangta!

In a magical collaboration, Britannia has joined forces with Warner Bros. Discovery Global Consumer Products (WBGCP) to bring Harry Potter fans an enchanting new treat—Pure Magic Choco Frames. This limited-edition choco biscuit offers a delightful fusion of nostalgia and indulgence, allowing fans to celebrate their love for the wizarding world in a delicious new way.

The collaboration brings to life a sensory experience where each pack of Pure Magic Choco Frames features five intricately designed biscuits inspired by the four Hogwarts houses—Gryffindor, Slytherin, Ravenclaw, and Hufflepuff. The magic doesn’t end there, as one biscuit in each pack is embossed with the iconic Platform 9¾, adding a rare collectible element to the treat.

Each biscuit combines a crisp base with a smooth, velvety chocolate topping, delivering a rich and magical flavor experience. This limited-edition offering is not only perfect for indulging but also makes for a thoughtful gift for fellow Harry Potter fans.

Siddharth Gupta, General Manager - Marketing, Britannia Industries shared, "At Britannia, we are committed to constantly innovating and finding new ways to delight our consumers while evolving our portfolio to meet changing preferences. Our collaboration with Warner Bros. Discovery Global Consumer Products (WBGCP) marks a significant milestone as we bring a Harry Potter-inspired indulgence for fans through our Pure Magic Choco Frames. This strategic partnership is an attempt to bring the iconic legacy of Harry Potter together with Britannia’s expertise in crafting indulgent treats for everyone. It’s more than just a product; it’s an opportunity to create a memorable moment, that resonates with fans across generations."

The Britannia Pure Magic Choco Frames are available for a limited time on Blinkit and at Reliance stores. Fans are encouraged to grab their packs while supplies last and experience the magic of the wizarding world in a whole new way.

Astroyogi, one of India’s leading astrology and faith-tech platforms, has announced a series of groundbreaking initiatives for Maha Kumbh 2025. Aimed at enhancing accessibility to this sacred event, Astroyogi is set to offer daily live streaming of Maha Kumbh, supported by its dedicated on-ground team, allowing devotees from across the world to immerse themselves in its spiritual grandeur.

The comprehensive Maha Kumbh 2025 program will include live streaming of key rituals and sacred Aarti ceremonies from Prayagraj, including Nav Grah Puja, Sangam Mahayagya, Rudra Abhishek Puja, Laxmi Prapti Puja, Pitra Dosh Puja, and more. These ceremonies will be accessible via the Astroyogi app, ensuring that individuals who are unable to attend in person can still partake in the divine experience.

“Our latest initiatives seamlessly combine tradition and technology, allowing devotees worldwide to experience the spiritual essence of Maha Kumbh. Through digital innovations and genuine product offerings, over 100K+ devotees have watched the event live on Astroyogi so far, ensuring that those unable to attend in person can still partake in its sanctity,” shared Meena Kapoor, Founder & CEO, Astroyogi.  

In addition to live streaming, Astroyogi is introducing certified authentic spiritual products such as specially curated prasad boxes, Sangam Jal, and facilitating chadhawa offerings for remote devotees. These sacred offerings will be delivered directly to participants' doorsteps, enabling them to engage in age-old rituals from anywhere in the world.

By leveraging technology to bridge the gap between faith and modern convenience, Astroyogi continues its mission of making spiritual experiences more accessible while preserving the sanctity of Maha Kumbh 2025.

Headquartered in Gurgaon, Haryana, Astroyogi remains at the forefront of integrating faith with technology, continuously expanding its offerings to cater to millions of spiritual seekers globally.

Curefoods, the Bangalore-based food and beverage powerhouse, has announced the rebranding of its flagship brand, EatFit, under the new identity Kitchens of EatFit. This transformation marks a strategic shift, bringing together eight distinct brands under one platform, all committed to delivering high-quality, nutritious, and authentic food options. The newly revamped platform will feature EatFit (EF), HRX by EatFit, Great Indian Khichdi (GIK), Homeplate, Chaat Street, Rolls on Wheels, Millet Express, and Madras Curd Rice Company.

The Kitchens of EatFit initiative reflects Curefoods’ commitment to becoming a trusted name in the food industry, with a strong emphasis on safety, nutrition, and quality. The brand upholds stringent food safety measures, ensuring that all meals are prepared with Zero Chemicals, Zero Trans Fat, and ISO-certified kitchens. This repositioning reinforces Curefoods’ dedication to serving clean and wholesome food without compromising on taste or authenticity.

Ankit Nagori, Founder, Curefoods said,  “Kitchens of EatFit’ represents our unwavering commitment to quality, safety, and authenticity in every meal we serve. This transition is a promise to our customers to uphold the highest standards in food safety and nutrition. With Hrithik Roshan as our brand ambassador and investor, we are set to redefine the future of food, inspiring trust and innovation across the industry.”

Bolstering the brand’s vision is Bollywood superstar Hrithik Roshan, a fitness icon known for advocating a healthy lifestyle. His association with Kitchens of EatFit extends beyond brand endorsement, as he has also invested in the venture, demonstrating his belief in its mission to provide clean and nutritious meals.

Hrithik Roshan stated, “As someone passionate about fitness and food, ‘Kitchens of EatFit’ is a natural extension of my values. This partnership is a shared vision to make clean, nutritious, and delicious food accessible to everyone. I’m proud to be part of this journey, starting with HRX by EatFit and now deepening our partnership by endorsing and investing in the brand.”

With its new identity, Kitchens of EatFit is gearing up for aggressive expansion, with plans to scale its operations across more than 10 cities in India. This move is expected to strengthen the brand’s market presence and further establish it as a leading name in health-conscious, high-quality dining.

Woodland, renowned for its high-quality footwear, apparel, and outdoor gear, has joined forces with the renowned dance troupe The Quick Style, facilitated by White Rivers Media (WRM). This partnership brings together Woodland’s outdoor gear and The Quick Style’s innovative choreography, showcasing the fusion of adventure and creativity.

Nikita Malhotra Singh, Head Of Digital Marketing, Woodland said, "At Woodland, our legacy of combining style, performance, and sustainable innovation mirrors how today's youth approach adventure—not just as an activity, but as a lifestyle choice. Partnering with The Quick Style allowed us to celebrate this philosophy in a creative and culturally resonant way."

The collaboration was facilitated by WRM, which focused on building a connection between culture and commerce to create a meaningful impact.

Mitesh Kothari, Co-founder and CCO, White Rivers Media stated, "Compelling brand stories emerge when cultural authenticity meets creative expression. This collaboration with Woodland and The Quick Style is a celebration of movement, exploration, and the art of storytelling.”

This dynamic collaboration highlights the synergy between Woodland’s adventurous spirit and The Quick Style’s artistic expression, bringing together a perfect blend of culture, creativity, and performance.

The partnership allows Woodland to extend its presence in the lifestyle space, positioning its products not just as outdoor gear, but as essential items for people who see adventure as a way of life. By integrating The Quick Style’s creative and high-energy choreography with Woodland’s functional and fashionable gear, the campaign aims to inspire the audience to embrace exploration in all its forms—whether through physical adventure in the outdoors or through the art of movement and expression in dance.

As the campaign unfolds, it is expected to resonate with young, fashion-forward consumers who value authenticity, performance, and sustainability, all qualities that are central to Woodland’s brand ethos. This collaboration serves as a testament to the brand’s commitment to innovation, blending outdoor performance with the creativity of urban culture.

In essence, this campaign represents more than just a marketing partnership; it is a celebration of exploration in its many forms. Through this powerful collaboration, Woodland and The Quick Style encourage their audience to push boundaries, whether on the dance floor or in the great outdoors.

In a move that continues its tradition of supporting those who prefer to "do nothing" on Valentine’s Day, Cadbury 5Star is back with a fresh campaign to challenge the pressures of the holiday. Known for its tagline "Eat 5Star, Do Nothing," the brand has long championed those who wish to avoid the romantic hustle of February 14th. This year, however, Cadbury 5Star aims to make this the "last Valentine’s Day ever" by enlisting an unexpected ally—uncles.

Following last year’s time-travel hack to help people skip the holiday in mere minutes, the brand is teaming up with Ogilvy for a disruptive campaign that proposes if uncles take over Valentine’s Day, the youth will lose interest and the rituals associated with the day will quickly fade away. The campaign centers around the idea that trends lose their appeal when older generations join in—highlighting how youth culture, from skinny jeans to social media platforms, often shifts once the older crowd adopts it.

This year, Cadbury 5Star is using its entire Valentine’s Week marketing budget to recruit older couples to go on dates and dominate Valentine’s Day celebrations. The campaign will also feature sentimental Valentine’s Day videos made by older couples on social media, ensuring uncles make their presence felt both online and offline.

Nitin Saini, Vice President Marketing- Mondelez India said, “At Cadbury 5 Star, we’ve always championed the virtue of doing nothing. Valentine’s Day often comes with a lot of pressure of putting on a romantic show, but it is certainly not for everyone. We wanted to take a light-hearted and fun approach to disrupt Valentine’s Day—by enlisting the help of uncles, who are often the last people associated with romance. It is a fun way to demonstrate the lengths to which we at 5star will go to by battling anything that gets in the way of Doing Nothing."

Sukesh Nayak, Chief Creative Officer, Ogilvy India added, "5 Star's counterculture take on the cringe around Valentine's Day has been gaining popularity year on year, so it was a no-brainer that we'd come back with something even bigger. While last year we explored technological interventions like time travel, this time Karunasagar Sridharan (ECD Ogilvy) came up with a completely different yet simple and relatable solution. And our Creative Tech team, led by Rajneesh Bolia helped build the platform to interview and recruit 'uncles' who can take this mission forward while rewarding the youth so that everyone who is tired of the mush around V-Day can actively contribute to pruning it."

Shekhar Banerjee, Chief Client Officer & Office Head – Wavemaker India mentioned, “Cadbury 5 Star known for its counterculture play, is turning Valentine's Day into 'Destroy V-Day' this year, with a cheeky, disruptive message. Our multi-platform strategy targets a digitally native audience through engaging content on Instagram, YouTube, and Snapchat while extending reach through strategic TV placements for broader reach. The campaign is amplified through strategic partnerships across cinema, retail, and sports, ensuring maximum impact and resonance. Supported by a unique KOL strategy that mirrors the playful, counter-culture spirit of our brand. In a sea of predictable Valentine's Day messaging, Cadbury 5 Star is poised to disrupt the norm and own the conversation.”

Consumers looking to take part in the campaign can nominate uncles they know by visiting the website. Both the uncles nominated and those who nominate them will receive rewards, with nominees earning a “date allowance” and nominators receiving a “commission” for their participation.

PUMA India has brought a retro twist to the Indian Sneaker Festival with an immersive pop-up dedicated to its iconic Palermo sneaker. Ongoing at the Backyard Sports Ground, the pop-up pays homage to the 60s music scene, blending vintage aesthetics with contemporary sneaker culture.

Inspired by the original soundtrack from the Palermo digital film released in 2024—featuring Ibrahim Ali Khan Pataudi and Ayesha Kanga—the pop-up is designed to resemble a classic record store. It offers a unique experience where visitors can browse through vinyl records, CD showcases, a record-style sneaker display, and a listening station playing curated tracks, making it a nostalgic yet Instagram-worthy attraction.

At the festival’s 4th edition, PUMA has curated a multi-sensorial experience that allows sneaker enthusiasts to engage with the Palermo sneaker in an interactive setting. The pop-up features a customization station where visitors can personalize their sneakers with charms, adding an exclusive touch to their purchase.

Adding to the excitement, actor, and trendsetter Ayesha Kanga is set to make a special appearance at the pop-up on February 1st. Known for her distinctive style and strong presence in the fashion and entertainment industry, Kanga’s visit is expected to further amplify the buzz around the event, drawing more sneakerheads and fashion enthusiasts to the venue.

The Palermo pop-up will be open to visitors until February 2nd, offering them a chance to shop, customize their sneakers, and soak in the nostalgic ambiance of a bygone musical era. With its fusion of music, fashion, and culture, PUMA India’s latest initiative solidifies its commitment to celebrating sneaker heritage in an innovative and engaging way. As sneaker culture continues to evolve, the brand’s emphasis on storytelling and experiential marketing ensures that its legacy remains deeply rooted in both past influences and future aspirations.

Zed Black, the flagship brand of Mysore Deep Perfumery House (MDPH), has announced the launch of its exclusive gifting collection at the Corporate Gift Show in Mumbai. Designed to revolutionize gifting habits, the range includes thoughtfully curated fragrance and prayer essentials catering to various occasions and lifestyles. With a strong emphasis on innovation, sustainability, and consumer-centricity, Zed Black is set to further establish its leadership in the market as it works towards its ambitious goal of becoming a Rs 1000 crore company. As the second largest manufacturer, retailer & exporter of incense sticks, dhoop, and prayer essentials in India, Mysore Deep Perfumery House (MDPH) has built a strong legacy grounded in quality and sustainability over the last three decades. Over the years, MDPH has earned the trust of consumers worldwide, offering a diverse range of products that cater to various cultural and spiritual needs across 45 countries.

The newly launched gifting range includes signature collections such as Box of Bliss, Joy Hamper, and Tranquil Treasures, which offer a variety of incense sticks, dhoop cones, sambrani cups, chandan tika, camphor, and more. These gift boxes cater to both traditional and modern gifting preferences, ensuring they are suitable for celebrations like Holi and Diwali as well as corporate events.

Zed Black also introduced the La Riva Gift Box, a luxurious offering around the rich, woody fragrance of Oudh. Known for its timeless elegance, Oudh transforms any space into a haven of serenity and sophistication. The La Riva Gift Box includes a reed diffuser, scented candle, essential oil, incense sticks, and an incense holder, making it an ideal choice for premium gifting.

Speaking at the launch, Ankit Agrawal, Director of Zed Black said, “Our new gifting collection redefines how people perceive and engage with fragrance and prayer essentials. By moving beyond perishable items like sweets and snacks, we are introducing consumers to long-lasting and meaningful gifts that enhance their sensory experiences. The La Riva Gift Box, in particular, is a testament to our commitment to innovation and premiumization in the fragrance category.”

Further, Agrawal added, "To meet the growing demand for last-minute gifting options, Zed Black’s gifting range will also be available on quick-commerce platforms like Swiggy, ensuring seamless accessibility for modern consumers. “This move ensures that customers can conveniently access timeless gifting solutions that elevate daily puja rituals or serve as thoughtful, last-minute gifts. The collection includes quintessential puja essentials such as ghee diya battis, sambrani dhoop cups for an immersive worship experience, camphor-infused agarbattis, and more. Our goal is to seamlessly blend modern convenience with the enduring essence of tradition, making every moment of prayer more meaningful and accessible.”

Driving Growth Through Digitization

As a general trade product, Zed Black is leveraging digitization to expand its reach and improve operational efficiency. The company is implementing geo-tagging technology to monitor and optimize its sales efforts in real-time with a dedicated mobile app for sales & distribution providing comprehensive product information and inventory updates, empowering team members to make swift and informed decisions.

Zed Black is also collaborating with Kirana Club, India’s largest network of local retailers, to enhance its distribution network. These initiatives ensure Zed Black products are widely available across Tier II and III cities, helping the brand meet the growing demand for quality fragrance and prayer essentials.

Sustainability at the Core

Zed Black’s commitment to sustainability is evident in its manufacturing practices. The company operates the world’s largest solar-powered raw agarbatti production unit, saving 650 MW of energy annually and reducing carbon emissions by 650,000 pounds. The brand’s Nature Flower incense sticks are made by upcycling floral waste collected from temples, preventing it from polluting rivers and promoting environmental conservation.

Anshul Agrawal, Director of MDPH & Zed Black commented, “Sustainability is not just a goal for us; it is an integral part of our operations. From solar-powered manufacturing to upcycling temple flowers, every step we take is designed to minimize our environmental footprint while delivering high-quality products. As we aim to achieve Rs 1000 crore in revenue, sustainability will remain at the forefront of our growth strategy. By blending tradition with modernity, Zed Black is shaping the future of gifting and fragrance with our innovative products and digitized operations positioning us well to capture the growing demand for fragrance and prayer essentials, both in India and internationally.”

Zed Black is also dedicated to empowering communities, with 80 percent of its workforce comprising women and manufacturing facilities located in rural areas to create employment opportunities in underserved regions. Indian cricketer, MS Dhoni, and Bollywood Actor, Hrithik Roshan, are the brand ambassadors of Zed Black.

Ambitious Growth Plans

With a presence in 45+ countries, including the USA, UAE, and South Africa, Zed Black continues to expand its global footprint. The brand is focused on strengthening its position in Tier II and III markets, diversifying its product portfolio, and leveraging AI-powered platforms to predict consumer trends and enhance customer engagement.

Max Fashion has launched its new campaign, #IYKYDK (If You Know, You Don’t Know), aiming to challenge the stereotypes often associated with Generation Z and celebrate their unique spirit. Known for their boldness, independence, and constant evolution, Gen Z is frequently misunderstood and confined to stereotypes that don’t reflect their true complexity. With this campaign, Max Fashion flips the script, focusing on self-expression, authenticity, and a refusal to conform to societal expectations.

“#IYKYDK is not just a fashion campaign—it’s a statement about Gen Z. They are not a one-size-fits-all generation. They cannot be captured by a single aesthetic, mindset, or personality. Instead, they embrace contradictions, prioritize authenticity, and constantly redefine their identity,” the brand explains. Max Fashion is giving Gen Z a platform to express themselves freely, without limitations or predefined labels.

The campaign is brought to life through an exciting collaboration with Alaya F, a Gen Z icon who perfectly embodies the spirit of the generation—fearless, expressive, and unapologetically authentic. Alongside her, digital-first influencers Sufi Motiwala, Devishi Madan, and Dev Rayani join forces to challenge outdated perceptions of Gen Z.

The centerpiece of the #IYKYDK campaign is a high-energy film starring Alaya F, who delivers a bold PSA through rap, energy, and genuine authenticity. She challenges the stereotypes and assumptions Gen Z faces, with the core message being: "Shuffle it up." Gen Z refuses to follow a single path; they continuously evolve, embrace fresh influences, and redefine what it means to be true to themselves.

“Gen Z is transforming the fashion landscape with their evolving preferences and demand for authenticity. At Max Fashion, we see this as more than a trend—it’s a shift in consumer engagement. With #IYKYDK, we’re not just launching a campaign; we’re curating an experience. From merchandise inspired by this movement to collaborations with voices like Alaya F., we’re building a collection that speaks to their individuality. This campaign reflects our commitment to evolving with Gen Z and creating fashion that resonates with their values, identity, and ever-changing lifestyle,” shared Shital Mehta, CEO, Max Fashion.

For Gen Z, fashion goes beyond clothing—it is an expression of identity and attitude. Max Fashion’s #IYKYDK collection mirrors this approach, offering a bold, ever-evolving range. From graphic streetwear and oversized silhouettes to expressive prints and unconventional layering, the collection captures the dynamic energy of Gen Z’s fashion choices. The campaign showcases how the generation blends high and low fashion, mixes vintage with contemporary, and experiments with gender-fluid designs. It’s all about dressing how they feel, not how they’re expected to.

COLORS by Rupa, one of the renowned names in quality and innovation under the esteemed Rupa & Company Limited, has introduced its latest athleisure breakthrough—the DRY FIT Collection. This new addition to the dynamic ‘PLAYSURE’ range is designed to seamlessly merge comfort, performance, and style, transforming everyday moments into an exceptional experience.

Engineered for versatility, the DRY FIT Collection caters to individuals leading active lifestyles. Whether transitioning from intense workouts to relaxed strolls, this collection ensures unmatched ease. Crafted with advanced polyester fabric, elastane-based materials, and strategically placed mesh panels, it delivers exceptional stretchability, breathability, and a feather-light feel. The ergonomically designed fabrics offer a flawless fit, moving effortlessly with the body.

Designed for both men and women, the collection features a stylish and vibrant lineup, including women’s round-neck t-shirts, polo t-shirts, tank tops, leggings, and cycling shorts. The men’s range includes raglan sleeve round-neck t-shirts, polo t-shirts, tank tops, track pants, joggers, and shorts. Beyond functionality, the DRY FIT Collection embraces boldness, with a vivid spectrum of colors that allow individuals to express their unique style. Whether breaking a sweat at the gym or enjoying the serenity of nature, this collection embodies a seamless fusion of playfulness and leisure.

Mukesh Agarwal, Director, Rupa & Company Limited shared, “DRY FIT Collection from Colors by Rupa blends innovative design with vibrant aesthetics to meet the evolving needs of today’s dynamic consumers. We are confident that this collection will inspire people to embrace both functionality and leisure with unmatched style.”

The DRY FIT Collection is now available at leading retail outlets and major online platforms, including Amazon, Live Colors, and the Rupa Online Store. Customers are invited to explore a world where comfort and performance come together, enabling them to move with confidence and style throughout their day.

This January, David Beckham takes center stage in the latest BOSS underwear campaign, marking the launch of the BOSS ONE Bodywear collection. The campaign is directed by the legendary fashion photography duo Mert and Marcus, adding their signature cinematic touch to the visuals.

"The launch of the BOSS ONE Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever," shared Daniel Grieder, CEO, HUGO BOSS.

The BOSS ONE Bodywear collection features premium-quality men’s underwear essentials, including trunks, briefs, tank tops, and T-shirts in minimalist black and white hues. Made from a comfortable blend of cotton and elastane, the pieces offer a perfect fit, ensuring confidence and all-day comfort.

The campaign, conceptualized by the Team Laird agency, brings Mert and Marcus’ distinct aesthetic to life through stunning visuals. The narrative sees Beckham pulling up in a classic sports car and entering a sleek New York City warehouse apartment. On-screen, Beckham invites viewers into his world, set to the pulsing beat of the iconic song “In the Air Tonight.” With an element of boldness and surprise, he reveals the new black BOSS ONE Bodywear trunk.

“I once said that my bodywear modeling days had come to an end, but when BOSS shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse. The new BOSS One collection is beautifully made. I’m proud to support BOSS in our long-term strategic partnership with this campaign,” stated David Beckham. 

To celebrate the launch, BOSS hosted an exclusive event on January 30, 2025, at Lightroom in Kings Cross, London. The subterranean exhibition space provided an immersive experience, with the BOSS ONE Bodywear campaign showcased on 360° screens. Throughout the evening, striking light shows captivated attendees, while the campaign film premiere created a buzz. Luxury gin brand Seventy-One crafted Golden Martinis for guests, and DJs Mark Ronson and Honey Dijon set the mood with electrifying performances.

The launch is backed by a comprehensive 360-degree marketing campaign. In a first for BOSS, Beckham will appear in BOSS ONE Bodywear campaign clips in cinemas and across major streaming platforms, including Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV. Larger-than-life stills of Beckham in his BOSS ONEs will feature on billboards, high-traffic locations, and in BOSS retail stores worldwide.

On social media, nearly 100 influencers and celebrities will showcase their BOSS ONEs across various platforms. Additionally, for the first time, BOSS ONE Bodywear vending machines will be installed in key locations across Europe and the US, offering hero products from the collection in a fun, interactive manner. Over 100 dedicated pop-ups will also appear in premium retail destinations worldwide, featuring the full range of BOSS ONE Bodywear.

Raj Air Cooler Group has taken a significant step into the modular furniture market with the launch of its new segment, 'Raj Modular Furniture.' This expansion aligns with the company's vision to reduce import dependency and promote the "Make in India" initiative, offering high-quality, locally manufactured furniture solutions.

To highlight the product's durability and strength, the company has retained renowned personality The Great Khali as its brand ambassador. "The Great Khali has been the brand ambassador of the company and continues to represent the new product line," reaffirmed the company.

Crafted from durable materials, Raj Modular Furniture blends modern aesthetics with superior functionality, catering to diverse needs across home, office, and commercial spaces. The product line emphasizes ergonomic design, sustainability, and longevity, ensuring both style and comfort. The offerings include sleek, lightweight, and eco-friendly designs, available in multiple colors and styles, with prices ranging from Rs. 200 to Rs. 5,000, making them accessible to both mid-market and premium customers. Advanced injection molding technology is employed to ensure precision and durability across all categories.

Kalpesh Ramoliya, MD, Raj Cooling Systems said, “We are thrilled to announce our new segment launch and are very optimistic, as we continue to innovate and respond to the growing demand for high-quality, locally manufactured products. With the launch, we are not only contributing to the nation's vision of self-reliance but also delivering durable, stylish, and ergonomic solutions that meet international standards. We aim to offer products that provide lasting value, all while promoting sustainability and supporting the growth of the Indian manufacturing sector. This new addition underscores our commitment to expanding our product portfolio and delivering excellence across all categories.”

Raj Modular Furniture products are manufactured using premium materials such as polycarbonate, polypropylene, acrylic, and other strong plastics to ensure lasting comfort and reliability. The diverse range of designs provides both aesthetic appeal and functional excellence, making them ideal for various consumer needs.

To maximize market reach, the company plans to distribute its products through a network of channel partners, dealers, government contractors, and e-commerce platforms, ensuring availability across India. This strategic expansion marks a new milestone for Raj Air Cooler Group as it continues to diversify and strengthen its presence in the Indian manufacturing industry.

IP Industries, Asia's one of the largest and the world’s second-largest luggage maker, has launched a new retail identity for its premium luggage brand, Carlton, with the opening of an exclusive 872 sq. ft. store in Colaba, Mumbai. This new retail experience is designed to elevate Carlton’s positioning as the preferred luggage choice for discerning travelers, offering a range of sophisticated, thoughtfully designed travel solutions that go beyond just the brand name.

Carlton’s new store marks a significant milestone in its journey to strengthen its premium image. The store offers a refined, immersive space that combines sophisticated aesthetics with a seamless product discovery experience. The space is crafted to enhance engagement and provide customers with an elevated shopping environment that reflects the evolving needs of modern travelers.

In line with its aggressive expansion strategy, VIP Industries is investing heavily to bolster Carlton’s presence in key markets across India. The company plans to open 25 more exclusive Carlton stores within the next six months, further solidifying the brand’s foothold in the premium luggage market.

Neetu Kashiramka, Managing Director, VIP Industries said, “The launch of Carlton’s exclusive store in Colaba marks a pivotal step in strengthening our brand’s premium presence. This store embodies the new retail identity we envision for Carlton, offering a seamless blend of innovation, luxury, and customer-centricity. More than just a retail space, it is a gateway to a rich and immersive shopping experience. With this expansion, we aim to establish Carlton as the preferred choice for discerning travelers, offering a refined retail experience that blends sophistication with functionality in the premium luggage space.”

Carlton is experiencing strong growth, with an 11.4 percent increase in Q3FY25 over Q3FY24, reinforcing its robust market performance. The opening of this flagship store is a testament to VIP Industries’ dedication to enhancing the customer experience and meeting the evolving demands of premium consumers in India.

Tim Hortons India has announced the return of its highly successful partnership with Lotus Biscoff for a second consecutive year. Building on the overwhelming popularity of the 2024 collaboration, the two brands are set to offer an even more indulgent experience for coffee and dessert enthusiasts in 2025.

This year’s collaboration introduces a range of exciting limited-time menu items that combine Tim Hortons' signature flavors with the distinct caramelized taste of Biscoff. Whether celebrating Valentine’s Day, Galentine’s Day, or simply treating yourself, these indulgent offerings are designed to make any occasion sweeter.

The new menu features a variety of beverages and desserts, including the Biscoff Latte, a creamy blend of espresso, whole milk, and Biscoff spread, topped with vanilla essence and crushed Biscoff cookies. For those seeking a cozy treat, the Hot Biscoff combines milk, Biscoff spread, and crushed cookies. The Biscoff Cold Coffee offers a refreshing cold option, infused with espresso, milk, and Biscoff spread and topped with frappe powder, caramel sauce, and whipped cream. Additionally, the Biscoff Tims Shake is a creamy shake made with milk, Biscoff spread, frappe powder, and whipped cream, finished with crushed Biscoff cookies.

In the dessert category, Tim Hortons offers the Biscoff Donut, featuring a soft donut with Biscoff spread and a topping of crushed cookies, as well as the Biscoff Cheesecake, which boasts a rich, caramelized Biscoff flavor.

“After last year’s overwhelming response, we’re thrilled to bring back this popular collaboration with Biscoff for a second consecutive year. Our customers loved the fusion of Tim Hortons’ signature beverages with the delicious, caramelized flavor of Biscoff, and we’re excited to offer even more indulgent treats this season. This collaboration exemplifies our commitment to delivering exciting, high-quality experiences to our guests,” shared Tarun Jain, CEO, Tim Hortons India.

The limited-time menu, starting at Rs. 275, will be available at Tim Hortons locations across India until the end of February 2025.

Wellbeing Nutrition, one of the prominent names in the nutraceutical industry, has introduced Bollywood actress Sharvari as its brand ambassador. This partnership is a key milestone in the brand’s journey to make nutrition more accessible, sustainable, and effective for Indian consumers.

Known for her dedication to fitness and a balanced lifestyle, Sharvari embodies the brand’s philosophy of combining science with simplicity to promote well-being. Through this association, both aim to encourage individuals to prioritize their health with mindful habits and innovative nutrition solutions.

With a dynamic and active lifestyle, Sharvari places great emphasis on fitness and holistic wellness. She strongly supports Wellbeing Nutrition’s sports nutrition and collagen product ranges, which are integral to her training for her upcoming film Alpha. As part of her fitness regimen, she relies on the brand’s Whey Protein to enhance her strength training and meet the demanding physical requirements of her role.

With Sharvari’s association, Wellbeing Nutrition looks to strengthen its presence in the market, offering specialized solutions for fitness-conscious individuals and those seeking a comprehensive approach to health.

Avnish Chhabria, Founder, and Saurabh Kapoor, Co-founder of Wellbeing Nutrition shared, “At Wellbeing Nutrition, we believe that wellbeing is a journey, not a destination. It’s about creating long-term healthy habits that fuel both body and mind. Our collaboration with Sharvari strengthens our belief in empowering individuals to take charge of their wellness. Our goal has always been to simplify nutrition for everyone, making it accessible, effective, and tailored to their unique needs. Sharvari embodies this narrative with her dedication to a healthy lifestyle, and together, we are excited to inspire millions to prioritize their wellbeing and make smarter, informed choices that empower them to live their best lives.”

Sharvari expressed, “I’ve always believed that true health is not just about physical appearance but about nourishing the body from within and cultivating a lifestyle that supports long-term well-being. It's about balance—mind, body, and spirit. For me, wellness is a combination of prioritizing self-care and embracing habits that help us thrive. Wellbeing Nutrition’s approach to simplifying nutrition, using scientifically backed ingredients, and making wellness accessible truly resonates with my personal values. I am excited to partner with Wellbeing Nutrition and I look forward to inspiring others to embrace their own well-being journey.”

As part of the collaboration, Sharvari will actively promote Wellbeing Nutrition’s sports performance products alongside its daily wellness essentials. The brand remains committed to driving a shift towards a lifestyle centered on scientific and holistic well-being.

Currently available in over 3,500 retail outlets across India, Wellbeing Nutrition has also expanded its global reach, catering to markets in the UAE, UK, Europe, and the USA. With Sharvari on board, the brand is set to further inspire individuals worldwide to adopt a more holistic and informed approach to health and wellness.

DECATHLON, one of India's leading sports brands, has launched its dynamic new campaign, "Move Your Way," designed to inspire people to embrace an active lifestyle on their own terms. The campaign encourages individuals to explore movement in ways that resonate with them, promoting not just fitness but a deep sense of joy and personal expression. With a focus on making sports enjoyable and accessible to all, DECATHLON aims to redefine how India approaches healthy living.

As fitness enthusiasts evolve, so does the idea of staying active. Breaking free from traditional workout routines, today’s individuals are blending passion with physical activity, whether that’s dancing, cycling, or engaging in more specialized activities like rock climbing, surfing, and padel. DECATHLON’s "Move Your Way" celebrates this shift by emphasizing that movement should be personal, varied, and empowering.

The upbeat campaign film, available on digital platforms, showcases a diverse array of activities that reflect the individuality of fitness lovers. From football to basketball and cycling, the 21-second video captures people finding their preferred forms of exercise, accompanied by energetic beats and motivational messages. The film’s final message—"Ready to Play"—urges everyone to embrace an active lifestyle. Additionally, DECATHLON launched a "teammate" DVC on Instagram, where its employees showcase their own participation in sports, demonstrating the brand’s commitment to leading by example.

Sankar Chatterjee, CEO, DECATHLON India remarked, “The ‘Move Your Way' campaign signifies a lifestyle shift in the sports industry, to be more inclusive in leading an active lifestyle - whether it’s following trend-driven workouts or paving the way for individualized fitness paths. This campaign is a reflection of DECATHLON’s commitment to bring joy into people’s lives through sports as they embrace an active lifestyle. Our teams are driven by their passion for sports and this campaign has been created by these team members to encourage everyone to make movement a part of their everyday lives. We hope this film encourages people to pick up any sports of their preference, in the best suitable way for them, and integrate it into their lifestyle by cultivating it as a routine. This campaign is rooted in the belief that movement and sports are not just New Year’s resolutions—they should be a part of our everyday rhythm.”

The campaign, conceptualized by DECATHLON's in-house marketing team—composed of sports enthusiasts themselves—underscores the brand’s deep belief in the transformative power of sports. By encouraging a personalized approach to fitness, DECATHLON seeks to connect with people across the country and remind them that sports and physical activity should be part of every lifestyle, every day.