Sustainable fashion brand Nomada partners with Adameve Family to launch latest collection

Confectionery brand HI-CHEW, owned by Morinaga America, has partnered with FiiZ, a Utah-based specialty soda retailer, to introduce two limited-edition dirty sodas inspired by its dessert-flavoured candy range.

The new beverage lineup includes Orange Creamsicle and Frozen Key Lime Pie, following the recent expansion of HI-CHEW's Dessert Mix collection, which added Orange Creamsicle alongside returning flavours such as Key Lime Pie, Strawberry Ice Cream, and Candy Apple. 

The collaboration brings the dessert-inspired candy flavours into the beverage category by recreating them as dirty sodas. The limited-edition drinks will be available exclusively at FiiZ outlets from July 1 through August 31.

The HI-CHEW x FiiZ Orange Creamsicle drink combines Fanta Orange, ice cream purée, and cream, topped with whipped cream and a HI-CHEW Orange Creamsicle candy.

Meanwhile, the HI-CHEW x FiiZ Frozen Key Lime Pie drink features a blend of ice cream, key lime and vanilla syrups, finished with whipped cream, graham cracker crumbles, fresh lime, and a HI-CHEW Key Lime Pie candy.

Teruhiro "Terry" Kawabe, Chief Representative, U.S., President and Chief Executive Officer, Morinaga America said, "At HI-CHEW, we are continually exploring new ways to extend our brand beyond traditional confectionery and create meaningful connections with consumers through unexpected experiences. Our collaboration with FiiZ represents an exciting milestone as we enter the beverage category, leveraging the growing popularity of dirty sodas to bring our iconic flavors to life in a new format. By meeting consumers where culture and flavor intersect, we are creating additional opportunities for fans to engage with the HI-CHEW brand."

Scott Ball, President, FiiZ Drinks shared, "At FiiZ, we're always looking for new ways to surprise and delight our customers with creative flavor combinations and memorable drink experiences. HI-CHEW is a beloved brand known for its bold, fruit-forward flavors, making them a natural partner for us. Together, we've transformed two fan-favorite dessert flavors into indulgent dirty sodas that capture the fun, nostalgia and excitement of summer in every sip."

The collaboration marks HI-CHEW's entry into the beverage segment as the brand expands its presence beyond confectionery through limited-edition product offerings.

SharkNinja APAC has announced its first India-focused marketing campaign, partnering with Bollywood actors Ananya Panday and Chunky Panday to promote Ninja, the company's small kitchen appliance brand. The campaign follows SharkNinja's entry into the Indian market in April.

The campaign highlights two of the brand's products, the Ninja Blast Portable Blender and the Ninja Combi 14-in-1 Multicooker, through a series of films centred on everyday cooking experiences in Indian households.

One of the campaign films opens with Ananya Panday's remark about being "tired of chunky," which is later revealed to refer to uneven blends and the inconvenience of traditional blenders rather than her father. The campaign uses the narrative to introduce the cordless Ninja Blast Portable Blender.

Another set of films focuses on common mealtime discussions at home, with Chunky Panday taking on the role of a "Cooking Ninja" and preparing dishes such as biryani and fries using the Ninja Combi 14-in-1 Multicooker. The campaign showcases the appliance's ability to prepare multiple dishes simultaneously.

Mrunmay Mehta, MD & Country Head - India, SharkNinja APAC said, "For our first local campaign in India, we wanted partners who could bring warmth, humour, and familiarity to SharkNinja’s story. Ananya and Chunky Panday have a natural chemistry that helps us connect with Indian consumers in a way that feels both relevant and relatable.”

Ananya Panday shared, “I really enjoyed working on this campaign because it brought out the relationship I share with my father in such a natural way. We got to be ourselves while doing something we both genuinely enjoy, which is spending time around food and cooking. I’m delighted to be associated with such an iconic global brand in this space.”

Chunky Panday added, “For me, the kitchen has always been a place for conversation, laughter, and shared moments. Doing this campaign with Ananya made it even more special, because our equation brought that same sense of warmth and fun to the screen. I’m thrilled to be associated with Ninja, such an iconic and trusted global brand.”

According to the company, the campaign is designed to position the Ninja Blast Portable Blender and Ninja Combi 14-in-1 Multicooker within everyday Indian kitchen routines by showcasing their use in meal preparation and beverage making.

Baby care brand Baby Forest has launched its Khilta Mukhra Baby Face Cream, alongside a digital campaign titled 'Softness, Sealed with Ayurveda' to introduce the product to consumers.

Developed for baby facial skincare, the cream is formulated with ingredients including saffron, liquorice, shea butter, and honey. The product is designed to address the specific skincare needs of a baby's face, which is regularly exposed to factors such as milk, drool, and air-conditioned environments that can contribute to dryness.

To support the launch, Baby Forest has released two digital films, 'You Notice First' and 'Cheeks Everyone Loves'. The films depict everyday interactions between parents and babies, highlighting how parents notice changes in their baby's facial skin and choose products specifically designed for facial care.

Gagan Agarwal, Founder & CEO, Baby Forest said, “At Baby Forest, we believe that baby care is built around small moments of attention - a mother’s touch, a parent’s observation, and the instinct to choose what feels right for their child. With ‘Softness, Sealed with Ayurveda’, we wanted to highlight that a baby’s face deserves extra care and that a distinct, trusted product formulation is required for that. Our endeavour has always been to combine the trust of Ayurveda with modern parenting needs, creating products that are safe, gentle, and purposeful.”

The launch campaign will be promoted across digital platforms through collaborations with parenting influencers, paediatricians, and dermatologists. Baby Forest will also expand its reach through online marketplaces including Amazon, FirstCry, and Nykaa, while product sampling will be carried out via Blinkit, Swiggy Instamart, and selected DLF residential communities.

Jockey India has expanded its youth-focused athleisure brand, JKY Groove, with the launch of a new collection for men and women. The latest range is being introduced alongside the brand's "Always In It" campaign.

The women's collection includes tank tops with built-in cups, skorts, oversized graphic T-shirts, co-ord sets, and cargo-inspired bottoms. The men's range features mesh jerseys, oversized polo shirts, graphic ringer T-shirts, co-ord sets, cargo trousers, and shorts.

 Nihal Rajan, Chief Marketing Officer, Jockey India, said, "Young consumers today don't separate comfort from style; they expect both, all the time. That's exactly what inspired JKY Groove. 'Always In It' celebrates a generation that doesn't wait for occasions. They're in the game, in the moment, in the conversation and in the culture. JKY Groove is designed to move with them through it all. Since launch, we've seen an incredible response from a generation that wants fashion to move as fast as they do. With this new drop, we're bringing fresh silhouettes, bolder styling and more versatility to help them stay comfortable while expressing their individuality. That's what being 'Always In It' is all about."

The new JKY Groove collection is available through select Jockey Exclusive Outlets, online marketplaces, and the brand's official website.

Jockey India said the campaign will be promoted through digital content, social media platforms, creator collaborations, and retail activations.

Skechers has partnered with Cloudco Entertainment to introduce the Skechers x Care Bears collection, a new collaboration inspired by the iconic Care Bears characters. The collection is designed for adults who grew up with the franchise as well as younger consumers drawn to Y2K-inspired fashion.

The collection is now available across a selection of Skechers' footwear styles and comfort technologies for women and children. It combines Care Bears-inspired colours, graphics, and prints with the brand's signature footwear designs.

Michael Greenberg, President, Skechers said, "Nostalgia is having its moment – and Care Bears is one of the most coveted childhood memories for millions of adults today. They've grown up with its messages of love, unity and emotional security – which we think bonds beautifully with our brand's mission to provide comfort to the world. Skechers x Care Bears is a fresh, playful and highly collectible line that offers fans a fun way to celebrate their favorite characters across a range of Care Bears-inspired colors and prints, on signature Skechers designs that they already love to wear."

Robert Prinzo, Head, Global Licensing, Cloudco Entertainment added, "Skechers has built one of the most beloved family brands in the world, adored by shoppers of every age. That kind of multi-generational reach makes it a perfect home for Care Bears. As we approach the brand's 45th anniversary, Care Bears fans can find their favorite style, whether they're walking down memory lane or getting to know our Beary Besties for the very first time."

The Skechers x Care Bears range features popular characters including Cheer Bear, Funshine Bear, Good Luck Bear, Grumpy Bear, Friend Bear, and other fan favourites. The collection spans several women's and children's footwear styles, combining colourful character-inspired designs with Skechers' comfort-focused technologies.

For women, the collection includes Skechers Arch Fit Arcade and Skechers UNO styles. The children's range features S-Lights, Twinkle Toes, Skechers Uno, and Foamies footwear.

The Skechers x Care Bears collection is available at select Skechers retail stores worldwide and through the brand's official website.

GUNNAR USA has announced the launch of officially licensed gaming glasses inspired by Soldier 11, a character from HoYoverse's Zenless Zone Zero. The gaming eyewear is scheduled to be released in the third quarter of the year.

The new glasses feature a single-shield lens design with black frames, yellow accents, and Zenless Zone Zero insignia. The overall design is based on Soldier 11, an enforcer character from the game set in the fictional city of New Eridu.

According to the company, the eyewear includes flexible spring hinges, GUNNAR's patented lens technology, and G-Shield Plus lens coating designed to offer anti-reflective and smudge-resistant properties. The lenses also block blue light and provide 100 percent UV protection.

Each pair will be sold with a collector's puffy pouch and a microfiber cleaning cloth featuring Soldier 11 artwork. Customers will be able to choose between Amber and Sun lens tint options, both paired with an Obsidian frame and neutral focus power.

The glasses have a lens width of 142 mm, frame width of 141 mm, temple length of 122 mm, and weigh 34.9 grams without packaging. Every purchase will include a 24-month warranty.

GUNNAR USA said the gaming glasses have been customised, designed, and produced by the company and carry CE certification.

adidas Originals has introduced a new collaboration with Brain Dead and Disney, unveiling a limited-edition collection inspired by vintage football culture ahead of the FIFA World Cup 2026.

The collection is centred around a streetwear-inspired version of the first adidas Predator football boot launched in 1994. The updated footwear replaces the original studded sole with a heavy rubber outsole while retaining the moulded rubber upper. It also features two removable foldover flap tongues in faux crocodile leather and patent leather.

The patent leather tongue includes perforations designed to hold six vintage-inspired pins featuring Disney characters. The footwear is accompanied by Mickey Mouse and Brain Dead key chains.

The apparel collection features three co-branded football kits, each including jerseys, shorts, and socks. The kits are available in three colour combinations: yellow with green and black stripes, white with green and red stripes, and blue with white and red stripes.

Each jersey features Disney and Brain Dead branding, flock-printed Disney characters on the sleeve, a flock-printed Disney logo on the chest, a Brain Dead logo inside the neckline, and an all-over Mickey Mouse print. The matching shorts carry the same print, while the socks include embroidered Disney characters.

The collection also includes a Donald Duck graphic T-shirt, crinkled nylon shorts, a track top with Disney character patches, and a graphic-printed scarf.

The adidas Originals x Brain Dead by Disney collection was launched on June 29 in limited quantities through the adidas CONFIRMED app, adidas.com, select adidas stores, select retail partners, and wearebraindead.com.

FirstClub has launched a new brand campaign centred on grocery quality over delivery speed as the company celebrates its first anniversary.

The campaign film draws attention to concerns around inconsistent quality in fruits and vegetables ordered through quick commerce platforms. Using humour to portray everyday grocery shopping experiences, the campaign positions product quality as an important factor in online grocery purchases.

The campaign also coincides with the launch of FirstClub's anniversary sale, which will run from July 3 to July 12. During the sale, the company will offer discounts and introductory offers for first-time customers.

Ayyappan R, Founder and CEO, FirstClub said, “For the last few years, quick commerce has been defined by a race to deliver faster. While that has undoubtedly transformed convenience, we believe consumers are beginning to ask a more fundamental question: Is the product I'm receiving actually good? At FirstClub, we've always believed that quality should not be an assumption—it should be a promise. As we complete our first year, this campaign reflects that belief and our commitment to building India's first quality-first grocery platform with more offers during the birthday week”.

The campaign will be rolled out across OTT platforms, YouTube, connected TV, Spotify, print, and digital media in Bengaluru from July 3 to July 12.

The campaign film has been produced by Calm Kaam and directed by Sayan Mukherjee.

Oppo India has launched a new campaign ahead of the July 2 debut of its Reno16 Series, introducing the theme #LiveItYourWay. Fronted by actor Janhvi Kapoor, the campaign focuses on individuality, creativity, and self-expression among younger audiences.

At the centre of the campaign is a film that follows the story of Rhea, an aspiring musician navigating self-doubt before finding encouragement and support from her father. The storyline captures her personal journey as she pursues her passion for music and prepares for an important campus audition.

The campaign is accompanied by a refreshed rendition of Jugni, which forms the backdrop to the narrative. Integrated throughout the film are the Reno16 Series and OPPO Enco Air5, showcasing features such as AI-enabled editing tools, imaging capabilities, and active noise cancellation within the storytelling experience.

Sushant Vashistha, head of digital marketing, OPPO India, said, "Today's generation is creating and sharing more than ever before. Self-expression has become an integral part of how young people communicate, connect and build confidence. With the Reno16 Series, we wanted to create technology that supports this behaviour naturally and intuitively. It is a generation that is driven by passion and individuality, and our campaign “Live It Your Way” is a celebration of that spirit. It reflects that spirit by celebrating individuals who choose to pursue their passions despite doubts and expectations. Through powerful imaging capabilities and AI-driven creativity tools, the Reno16 Series empowers users to bring their stories to life and truly live life their way."

Goldee Patnaik, head of communications, OPPO India, said: “Reno has always stood for empowering a generation that sees creativity as a way of life and self-expression as an extension of who they are. Today's generation doesn't just use technology to capture moments - they use it to discover their passions, tell their stories and connect with the world in more meaningful ways. With the Reno16 Series and OPPO Enco Air5, we've brought together an intelligent ecosystem that seamlessly supports every stage of that journey - from finding inspiration and immersing yourself in your creative flow to capturing, creating and sharing your story effortlessly.”

 Janhvi Kapoor said, "What I love about this campaign is its celebration of individuality and self-expression. It captures the spirit of a generation that is confident, authentic, and unafraid to forge its own path. I personally relate to this because, in many ways, it’s been my own journey too- learning to trust myself, embrace my voice, and keep moving forward despite the noise. That’s what makes this story so special to me. OPPO Reno16 beautifully supports that journey by making creativity effortless and empowering.”

According to the company, the Reno16 Series combines advanced camera technology with AI-powered editing capabilities and software tools tailored for photography and content creation. The campaign will be amplified across OPPO India’s digital platforms, cinema screens, OTT platforms, and out-of-home media channels.

Oppo India has launched a new campaign ahead of the July 2 debut of its Reno16 Series, introducing the theme #LiveItYourWay. Fronted by actor Janhvi Kapoor, the campaign focuses on individuality, creativity, and self-expression among younger audiences.

At the centre of the campaign is a film that follows the story of Rhea, an aspiring musician navigating self-doubt before finding encouragement and support from her father. The storyline captures her personal journey as she pursues her passion for music and prepares for an important campus audition.

The campaign is accompanied by a refreshed rendition of Jugni, which forms the backdrop to the narrative. Integrated throughout the film are the Reno16 Series and OPPO Enco Air5, showcasing features such as AI-enabled editing tools, imaging capabilities, and active noise cancellation within the storytelling experience.

Sushant Vashistha, head of digital marketing, OPPO India, said, "Today's generation is creating and sharing more than ever before. Self-expression has become an integral part of how young people communicate, connect and build confidence. With the Reno16 Series, we wanted to create technology that supports this behaviour naturally and intuitively. It is a generation that is driven by passion and individuality, and our campaign “Live It Your Way” is a celebration of that spirit. It reflects that spirit by celebrating individuals who choose to pursue their passions despite doubts and expectations. Through powerful imaging capabilities and AI-driven creativity tools, the Reno16 Series empowers users to bring their stories to life and truly live life their way."

Goldee Patnaik, head of communications, OPPO India, said: “Reno has always stood for empowering a generation that sees creativity as a way of life and self-expression as an extension of who they are. Today's generation doesn't just use technology to capture moments - they use it to discover their passions, tell their stories and connect with the world in more meaningful ways. With the Reno16 Series and OPPO Enco Air5, we've brought together an intelligent ecosystem that seamlessly supports every stage of that journey - from finding inspiration and immersing yourself in your creative flow to capturing, creating and sharing your story effortlessly.”

 Janhvi Kapoor said, "What I love about this campaign is its celebration of individuality and self-expression. It captures the spirit of a generation that is confident, authentic, and unafraid to forge its own path. I personally relate to this because, in many ways, it’s been my own journey too- learning to trust myself, embrace my voice, and keep moving forward despite the noise. That’s what makes this story so special to me. OPPO Reno16 beautifully supports that journey by making creativity effortless and empowering.”

According to the company, the Reno16 Series combines advanced camera technology with AI-powered editing capabilities and software tools tailored for photography and content creation. The campaign will be amplified across OPPO India’s digital platforms, cinema screens, OTT platforms, and out-of-home media channels.

NIVEA has introduced its new campaign, ‘Upar Upar Se’, to support the launch of its Super 10 Serum Lotion, positioning the product around deeper and more effective body care routines.

Built around the commonly used phrase ‘upar upar se’, the campaign highlights the limitations of surface-level body care practices and encourages consumers to shift toward skincare choices centred on performance and visible results. The initiative particularly targets younger audiences who are increasingly inclined toward skincare solutions formulated with active ingredients.

The newly launched Super 10 Serum Lotion features ingredients including niacinamide, vitamin C, pro-retinol, and UV filters. According to the company, the formulation has been developed to help address concerns such as dullness and dark spots while also delivering hydration and daily sun protection.

Shweta Dalal, Marketing Director, NIVEA India, said, “At NIVEA, innovation is rooted in creating superior product benefits that truly matter to consumers. With our latest launch, NIVEA Super 10, we are bringing 10-layer deep hydration to life through a proposition that delivers glowing, moisturised skin with everyday ease. ‘Upar Upar Se’ is more than a phrase; it reflects a behavior we all recognise, where body care is often seen as only surface-level.

With this campaign, we wanted to challenge that mindset and reframe expectations for body care. Today’s consumers are more informed and intentional, and they expect the same level of efficacy from body care as they do from facial skincare. NIVEA Super 10 combines high-performance ingredients with accessibility, making effective body care both relevant and easy to embrace.”

Through this campaign, NIVEA aims to reinforce changing consumer expectations in the body care category by focusing on ingredient-led formulations and encouraging a more result-oriented approach to everyday skincare.

Jewellery brand Mia by Tanishq and beauty brand Lakmē have announced a collaboration that brings together jewellery and beauty in a joint campaign focused on everyday styling. The partnership combines Mia's Sunkissed Collection with the Lakmē 9to5 Hya Beach Edit, targeting consumers who incorporate both beauty and jewellery into their daily routines.

The collaboration begins with an influencer-led campaign featuring creators from fashion, beauty, travel, lifestyle, and GRWM (Get Ready With Me) categories. Through curated content, influencers will showcase how jewellery and beauty products can be styled together for everyday occasions, highlighting themes of self-expression and personal style.

The collaboration is built on the insight that younger Indian consumers increasingly wear jewellery and use beauty products as part of their everyday identity rather than reserving them for weddings, festivals, or special occasions. By bringing together two categories that have traditionally been marketed separately, the brands aim to create a unified lifestyle proposition centred on daily wear.

Shyamala Ramanan, Business Head, Mia by Tanishq said, "At Mia by Tanishq, we have always believed that jewellery is not an embellishment for special days; it is an extension of who you are, every day. Partnering with Lakmē, a brand that holds the same philosophy at the heart of beauty, feels completely natural. Together, we want to own the everyday moment where a sunkissed glow and effortless jewellery meet, and inspire Indian women to show up for themselves, not just for occasions."

Ashwini Rao, Vice President, Lakmē added, "For the modern woman, style isn't a calendar event; it's a daily reality. With the Lakmē 9to5 Hya Beach Edit, we wanted to deliver that ultimate, skin-hydrating, sunkissed glow that stands up to the daily grind. Partnering with Mia by Tanishq allows us to take that aesthetic a step further, showing how our high-performance beauty range and their effortless jewellery combine to elevate everyday styling and sun-ready confidence."

Following the initial campaign, the two brands plan to extend the collaboration through a series of marketing initiatives, activations, and seasonal campaigns, including festive and holiday engagements, aimed at strengthening conversations around everyday style, beauty, and self-expression.

ITC's confectionery brand Candyman has teamed up with comedian and content creator Biswa Kalyan Rath for a new digital campaign promoting its Tadka Masala Jelly.

The campaign is based on the idea of adding an unexpected twist to everyday conversations, mirroring the product's combination of sweetness, chatpata masala, and kaccha aam flavour. Set in a restaurant, the film features Rath giving humorous dubbed interpretations to ordinary interactions between strangers, reflecting the brand's distinctive flavour profile.

According to the company, the campaign draws inspiration from the way consumers describe Candyman Tadka Masala Jelly, highlighting its blend of sweet and tangy flavours along with the nostalgic taste of raw mango.

Subash Balar, Vid – Chocolates, Coffee and Confectionery & NCD, Foods Division, ITC said, "Candyman Tadka Masala Jelly has built strong consumer affinity by delivering a flavour experience that is not just sweet but is elevated through chatpata masala flavour. Consumers associate the brand with masala and the nostalgia of kaccha aam. With this campaign, we wanted to bring that distinctive personality to life through content that is entertaining, relatable, and shareable. Biswa's unique style of humour made him the perfect collaborator to recreate the same unexpected tadka that consumers experience when they bite into the product."

Rakesh Menon, Chief Creative Experience Officer, Ulka shared, “Tadka is not just a flavour, it’s a feeling. The idea was to find that moment in everyday life where the unexpected hits you and makes everything more interesting. Candyman Tadka Masala Jelly already does that in your mouth. We just wanted to do the same thing to a conversation.”

Biswa Kalyan Rath, writer and YouTuber stated, "The fun part about this collaboration was taking completely normal conversations and giving them an unexpected twist. That's exactly what Candyman Tadka Masala Jelly does: it takes something familiar and makes it a lot more interesting. The concept gave me plenty of room to play with surprise and humour, which made the entire experience genuinely enjoyable."

The campaign is being rolled out across digital and social media platforms as part of the brand's ongoing consumer engagement initiatives.

Burger King has introduced a new collectible premium series for its Junior Meals across the Nordic region, featuring six domino sets inspired by emoji brand characters. The limited-edition collection also includes a special emoji-style version of the Burger King mascot, the King.

The new promotion combines the traditional domino game with characters from the emoji brand universe. Each set features different emoji-themed designs and characters, encouraging families to collect all six editions while engaging in a classic tabletop game.

A key element of the campaign is the exclusive emoji brand adaptation of the Burger King King. The collaboration brings together two globally recognized brands through a collectible designed specifically for the promotion.

The initiative was developed in partnership with Toy Promotion Scandinavia and The Emoji Company. According to the companies, the collection has been designed to promote repeated use and long-term play value, supporting a more sustainable approach to children's promotional products.

Nicole Reyes Meyer, Brand Manager, Burger King stated, "At Burger King, we are always looking for new ways to create memorable experiences for families visiting our restaurants. The emoji brand Domino Collection combines collectability, creativity and classic gameplay in a format that children can enjoy again and again."

Per Wahlqvist, Chief Executive Officer, Toy Promotion Scandinavia stated, "Our objective was to create a premium that delivers genuine long-term play value while bringing together two highly recognizable worlds. The domino format is timeless and universally understood, while the emoji brand characters add personality, fun and collectability. We believe families throughout the Nordic region will enjoy collecting the full series and playing together."

Marco Hüsges, chief executive officer and founder, The Emoji Company commented, "The emoji brand has always been about creating emotional connections through fun, expression and shared experiences. This promotion beautifully brings those values to life. Together, we have created a collection that encourages interaction, imagination and family entertainment."

The six collectible domino sets will be available for a limited period with Burger King Junior Meals at participating restaurants across the Nordic region, subject to availability.

Fit for Life has entered into a licensing agreement with Orangetheory Fitness, a brand within Purpose Brands, to develop and distribute a range of branded fitness accessories and training equipment.

The collaboration will result in the launch of an Orangetheory Fitness and Fit for Life product collection featuring training accessories designed to support consumers' fitness routines both inside and outside the gym environment.

Under the agreement, Fit for Life will leverage its capabilities in product development, sourcing, and retail distribution to expand Orangetheory's presence beyond its fitness studios. The companies plan to make the products available through retail and digital channels ahead of a scheduled launch in the first quarter of 2027.

Joey Shamah, Co-founder and Chief Executive Officer, Fit for Life shared,  "Orangetheory is one of the most recognized and respected brands in fitness, with a passionate member community and a proven approach to helping people achieve results. We're excited to partner with Orangetheory and Purpose Brands to create innovative products that complement the Orangetheory workout experience and bring the brand into consumers' everyday lives."

The companies said the initiative is aimed at creating additional consumer touchpoints while extending Orangetheory's brand presence into the fitness accessories category.

Lauren Maffei, Senior Director, Business Development and Partnerships, Purpose Brands stated, "At Orangetheory, we're constantly looking for ways to help our members stay connected to their fitness goals beyond the studio. Partnering with Fit for Life allows us to offer high-quality products that reflect our commitment to helping people build fitness for life through a balanced approach to strength, cardio, coaching and community. We're excited to provide members with new ways to stay connected to their goals both inside and outside the studio."

The first collection of Orangetheory-branded fitness products will be available through select retail partners, Orangetheory channels, and e-commerce platforms. The partnership forms part of Orangetheory's broader strategy to strengthen engagement with its member community while expanding into new product categories.

Brij Hotels, part of the IHCL brandscape, has announced a collaboration with renowned fashion designers Rohit Gandhi and Rahul Khanna, bringing together luxury hospitality and contemporary Indian fashion through a curated experience for premium customers.

The partnership has been designed to offer exclusive travel experiences to the designers’ VVIP clientele, reflecting the increasing convergence of fashion, hospitality, and lifestyle-led luxury. As part of the association, eligible clients of Rohit Gandhi and Rahul Khanna will receive complimentary two-night stays at select Brij Hotels properties across India.

Participating destinations include Brij Paraiso in Goa, Brij Sone Bagh in Bandhavgarh National Park, and Brij Pola in Jawai, among other properties within the Brij Hotels portfolio. The initiative aims to provide guests with access to hospitality experiences rooted in local culture, heritage, and personalised service.

The collaboration brings together two brands that share a focus on craftsmanship, attention to detail, and curated experiences. Rohit Gandhi and Rahul Khanna are known for their contemporary design approach and understated luxury, while Brij Hotels has built its identity around immersive and culturally driven hospitality offerings.

Rohit Gandhi and Rahul Khanna commented, "At RGRK, we’ve always believed luxury extends beyond clothing; it’s about the overall experience and the emotions attached to it. Our association with Brij Hotels felt very organic because both brands value detail, atmosphere, and a certain sense of understated indulgence. There’s a shared appreciation for craftsmanship, storytelling, and creating experiences that feel personal and memorable rather than excessive."

Udit Kumar, Co-founder, Brij Hotels said, “At Brij Hotels, we have always believed that travel and hospitality are extensions of a person's lifestyle. Through this association with Rohit Gandhi and Rahul Khanna, we are bringing together two worlds that cater to guests who value authenticity, individuality, and meaningful experiences. We are delighted to welcome their patrons into the Brij family and offer them an opportunity to discover India's rich cultural landscapes through our hotels and experiences.”

The collaboration reflects a broader trend in the luxury sector, where brands across fashion, travel, and hospitality are joining forces to create integrated experiences for consumers seeking personalized and experience-driven offerings.

Alpenliebe has partnered with Swiggy to introduce the Sweetest City Challenge, a consumer engagement initiative aimed at encouraging customers to show appreciation towards delivery partners during order deliveries.

The campaign will be rolled out across more than 20 cities, including Mumbai, Pune, Bengaluru, Kolkata, Chennai, and Delhi.

According to Alpenliebe, the initiative is based on insights from its India's Sweetness Report, which surveyed approximately 28,000 delivery partners. The findings revealed that customer interactions were rated below average in nearly two out of five deliveries, while one in four deliveries concluded without any greeting or acknowledgement from customers.

Gunjan Khetan, Director of Marketing, Perfetti Van Melle India shared, “At Alpenliebe, we believe brands have the power to go beyond products and become the catalysts for change. The Sweetest City Challenge, in partnership with Swiggy, reflects our belief that meaningful conversations bring people together, inspire thoughtful actions, and create moments that matter.”

Komal Arora, Drivers and Delivery Organisation, Swiggy Food Marketplace said, "Delivery partners are a key pillar of our business. We believe that creating more moments of joy for those who interact with our customers every minute will positively impact their overall experience. Whether it is a simple smile, a heartfelt thank you, or engaging in a short conversation- it is these small gestures that can make an ordinary day much more memorable for our partners. This is why we have joined hands with Alpenliebe for the Sweetest City Challenge—an initiative aimed at fostering better, more meaningful everyday interactions. This collaboration is designed not only to celebrate these special moments but also to reinforce the vital role delivery partners play in enabling everyday convenience for millions of consumers."

The companies said the campaign aims to promote positive everyday interactions between customers and delivery partners, while recognising the role delivery personnel play in facilitating daily services for consumers.

Beverage startup Peping has launched Blush Rush, a limited-edition flavor developed in collaboration with digital content creator Shivani Karnica, highlighting the growing role of creators in product development and brand strategy.

The collaboration originated from an unpaid Instagram Story posted by Shivani, in which she shared her appreciation for Peping's fizzy drink with her followers. According to the company, the recommendation generated significant consumer interest, with customers purchasing the product and reaching out to the brand after discovering it through her content.

Building on this response, Peping partnered with Shivani to co-create Blush Rush, a flavor inspired by her preferences and audience feedback. The company said the initiative also served as an opportunity to evaluate consumer demand for creator-led product collaborations.

The partnership reflects a broader trend in the creator economy, where content creators are increasingly contributing to product innovation and brand-building efforts beyond traditional promotional campaigns.

Commenting on the collaboration, a spokesperson from Peping said, "What we saw wasn't just engagement; it was people acting on trust. A single organic recommendation translated into real consumer behaviour, with people actively discovering and purchasing our product without any paid push behind it."

Digital Content Creator Shivani Karnica said, "I shared the drink because I genuinely liked it. There was no plan beyond that. What surprised me was seeing people actually go out and find it, send me screenshots, and tell me they had bought it because of that one Story. To watch something so organic eventually turn into a product collaboration has been incredibly exciting and surreal.”

The company said the collaboration demonstrates how creator influence can extend beyond content marketing to shape product strategy, while also providing creators with opportunities to participate more actively in brand growth and business development.

Vietnam-based jewelry retailer PNJ (Phu Nhuan Jewelry) has introduced a new jewelry collection in collaboration with The emoji company, bringing some of the brand's most recognizable icons into the fashion accessories segment.

The collection has been developed in partnership with The emoji company and facilitated by Medialink the SEA. It features jewelry designs inspired by popular emoji brand characters, aimed at offering consumers new ways to reflect their personality and style through fashion accessories.

Hoai Anh Truong, Chief Retail Officer and International Business expansion and new business development, PNJ said, "Jewelry has always been a powerful form of self-expression, and this collection takes that idea to a whole new level. By partnering with the emoji brand, we have created a collection that is fun, meaningful, and highly relevant to today's consumers. Each design tells a story and allows people to express their emotions, personality and unique style in a creative and fashionable way. We are delighted by the positive response the collection has received from customers across Vietnam."

Vince Ng, Licensing Director, Medialink Entertainment Limited, highlighted the role of brand licensing in the collaboration stated, "The emoji brand is one of the most recognizable and emotionally engaging brands in the world, making it a perfect fit for a category centered around personal expression. Working with PNJ has allowed us to bring these universally loved icons into a premium lifestyle collection that resonates strongly with consumers. We are excited to see how fans are embracing these designs as a fun and fashionable way to celebrate who they are."

Paulina Pérez, Vice President, licensing and operations, The emoji company shared, "The emoji brand was created to help people express emotions and connect with one another. Seeing those emotions transformed into beautifully crafted jewelry is incredibly exciting. PNJ has done a fantastic job of combining creativity, craftsmanship and contemporary style to create a collection that brings joy, positivity and self-expression into everyday fashion."

The exclusive emoji brand-inspired jewelry collection is currently available through PNJ's retail stores across Vietnam as well as its online sales channels.

Lifestyle and design brand Chumbak has collaborated with footwear brand Crocs to introduce the Chumbak X Crocs Summer Style Edit, a collection that brings together fashion accessories and footwear for seasonal styling.

The collaboration combines Chumbak's accessories with Crocs' footwear designs, reflecting a broader trend of partnerships between brands across categories to create coordinated lifestyle offerings. The initiative focuses on versatile styling options for consumers seeking summer-ready looks for different occasions.

As part of the Summer Style Edit, Chumbak's Yoko Sling has been paired with Crocs Saturday Buckle Sandals to create a casual look suited for beach walks and everyday outings. The edit also features the Chumbak Capri Tote styled with Crocs Soho Strap Sandals for seaside holidays and travel. For weekend brunches and casual gatherings, the Chumbak Bricklane Satchel has been paired with Crocs Soho Strap Sandals in Tan. Additionally, the Chumbak Limonata Travel Pouches have been matched with Crocs Soho Strap Sandals to offer styling options for poolside relaxation and summer getaways.

The collaboration reflects the increasing focus among brands on creating integrated lifestyle experiences rather than offering standalone products. It also highlights the growing role of cross-category partnerships in engaging consumers through shared design aesthetics and brand values.

Known for its colourful prints and contemporary design approach, Chumbak has expanded its presence beyond home décor and gifting into broader lifestyle categories. The partnership with Crocs aligns with the brand's efforts to strengthen its lifestyle portfolio through collaborations that connect with evolving consumer preferences.

"The Chumbak X Crocs Summer Style Edit is a celebration of summer, spontaneity, and self-expression, proving that great style isn't about following trends, but about finding combinations that feel authentically you."