Under Armour Launches its Fastest Performance Running Shoe in India

adidas has expanded its women’s training portfolio with the introduction of Originals Sport, a collection that brings design cues from adidas Originals into performance-focused training apparel. The campaign features music artists Tate McRae and Emilia Mernes, along with professional volleyball player Harper Murray.

The Originals Sport range covers several training essentials, including sports bras, leggings, tanks, layering pieces and a onesie. Selected products feature adidas performance technologies such as AdiSOFT, LYCRA® ADAPTIV and CLIMACOOL.

For the collection’s design, adidas has taken references from its Superstar tracksuit and adapted elements of its established design language for women’s training apparel.

Lisann Costello, VP Product Design Partnerships & Sports Marketing, adidas said, "For years, there was an expectation that serious training came with a certain uniform. Today, women are redefining what performance looks like. They want workout wear that reflects who they are, not just what they're doing. Originals Sport brings together the style heritage of adidas Originals with the performance expertise adidas is known for, allowing women to train without compromising between performance and self-expression."

The Originals Sport collection was unveiled in New York City on July 22, 2026. It is now available to consumers in India through the adidas website and its retail stores, with prices ranging from Rs 4,999 to Rs 7,999.

POND'S has revived its well-known 'Googly Woogly Wooksh' tagline for a new campaign featuring actor Sara Arjun as the brand ambassador for POND'S Super Light Gel.

The campaign brings back a phrase closely associated with the brand's earlier advertising while adapting the concept to connect with younger consumers. It also draws on the tagline's familiarity among audiences who remember the original campaign.

The campaign focuses on POND'S Super Light Gel moisturiser, formulated with Pro-Ceramides, Hyaluronic Acid and GAP Aminos. The brand states that the formulation provides lightweight hydration and is designed to absorb more effectively than conventional creams.

Kainaz Karmakar and Harshad Rajadhyaksha, CCOs, Ogilvy India shared, “Googly Woogly Wooksh is not just one of the most endearing ideas in Advertising, it’s Piyush’s legacy too. Reviving the idea was a big responsibility. ‘The Mix-up’ is a fresh take on this idea. It creates several firsts for brand Pond’s. From the unusual setup of a boys’ hostel to the delightful sight of young innocent boys discovering the joy of skincare, to introducing the new face of the brand in a surprising pivot—it gives the skincare story a fresh, young texture. Our Senior ECD Tanuja Bhat has worked closely with Prakash Varma to bring to life, this film, and short micro dramas that will follow.”

Sunanda Khaitan, CMO, Beauty & Wellbeing, HUL said, “Googly Woogly Wooksh is more than nostalgia; it is an emotion that has lived rent-free in India’s cultural memory for decades. Today's consumers are looking for efficacy without the heavy, greasy weight of traditional creams. By pairing our cult-favourite POND'S Super Light Gel with this iconic phrase, we are merging trusted hydration science with pure emotional joy. We aren't just reviving a tagline; we are redefining what soft, bouncy skin feels like for a whole new generation.”

The campaign is set to be released through a series of digital films, extending the revived 'Googly Woogly Wooksh' concept across digital platforms.

Regal Jewellers has named actors Vijay Sethupathi and Simran as its brand ambassadors for Tamil Nadu as the jewellery company enters the state with its first showroom in Chennai.

The appointment comes alongside the opening of Regal Jewellers’ showroom in T. Nagar, Chennai. As part of the association, Vijay Sethupathi and Simran will appear in the company’s campaign titled ‘Indha Maatram... Adhu Nalladhu Dhaane?’, which highlights its manufacturer-direct jewellery retail model and wholesale pricing approach.

The campaign forms part of Regal Jewellers’ strategy to establish its presence in Tamil Nadu as it begins expanding its physical retail network in the region.

Vibin Shivdas, Managing Director and CEO, Regal Jewellers said, "We are delighted to welcome Vijay Sethupathi and Simran to the Regal Jewellers family. They embody trust, authenticity and timeless appeal—values that perfectly align with our brand. Their association will help us communicate our vision of transforming the jewellery-buying experience in Tamil Nadu through our campaign, 'Indha Maatram... Adhu Nalladhu Dhaane?'. As we begin our journey in the state, we look forward to building meaningful relationships with customers while bringing them the advantage of purchasing directly from a manufacturer and wholesaler."

Vijay Sethupathi shared, "Jewellery is deeply connected to our traditions and emotions, and trust plays the biggest role when customers make such an important purchase. What I admire about Regal Jewellers is their commitment to transparency and their manufacturer-direct approach, which brings genuine value to customers. I am delighted to be associated with the brand and look forward to being part of its journey in Tamil Nadu."

Simran added, "Jewellery celebrates some of life's most precious moments, and customers deserve complete confidence in what they buy. Regal Jewellers' focus on quality craftsmanship, transparency and fair pricing makes this association truly meaningful. I am excited to partner with a brand that is redefining the jewellery-buying experience for customers across Tamil Nadu."

Beyond its Chennai showroom, Regal Jewellers is planning to expand its retail footprint across Tamil Nadu and Puducherry. The company intends to establish around 10 showrooms across the two markets over the coming years.

The expansion is also expected to generate employment across different areas of the business. According to the company, more than 2,000 jobs are planned across retail operations, customer service, logistics, merchandising and other support functions as its regional network grows.

Denim and lifestyle brand Spykar has introduced its latest campaign, ‘A Fit For Every You’, centred on its women’s denim portfolio. The campaign showcases a range of denim fits developed to address different body types, styling preferences and occasions.

At the centre of the campaign are seven denim silhouettes offered by the brand. These include Alexa (Super Skinny), Bella (Straight Fit), Bella Wide (Wide Leg), Emma (Slim Straight), Elissa (Bootcut), Barrel Leg and Flare.

Through the campaign, Spykar is placing greater focus on the fit and construction of women’s denim, offering multiple silhouettes rather than following a single approach to fit. The collection spans skinny and straight fits as well as wider and flared options, catering to different preferences within the women’s denim category.

As part of ‘A Fit For Every You’, Spykar has also released a campaign film featuring women across different everyday situations. The film moves between professional and social settings while showcasing the various denim silhouettes included in the collection.

Sanjay Vakharia, Co-founder and CEO, Spykar said, "Today women require structural denim that works for them, jeans that refuse to compromise on either style or comfort. With '#AFitForEveryYou', we are bringing our manufacturing mastery to the forefront, creating silhouettes that don't force women to conform to a size, but rather enjoy fit that represents who they are."

The campaign comes as Spykar expands its focus on the women’s denim segment by offering different fits under a single collection. Through the seven silhouettes, the company is targeting consumers looking for denim options suited to different styling requirements and everyday use.

The women’s denim collection is currently available through Spykar’s retail stores as well as the brand’s online platform.

Jewellery brand GIVA has expanded its Raksha Bandhan offering with the introduction of the ‘Furever Sibling’ campaign and a new Pet Collection. Fronted by brand ambassador Kriti Sanon, the initiative puts the spotlight on pets as part of family relationships and festive traditions.

The digital campaign film features Sanon celebrating Raksha Bandhan with her brother by tying him a rakhi. The celebration then extends to their pet, using the moment to portray how the conventional idea of sibling relationships is changing as pets become an increasingly important part of Indian families.

Under the theme ‘Furever Sibling - The Pawfect Bond’, GIVA has introduced silver jewellery and accessories inspired by the relationship between people and their pets. The collection has been developed for pet parents looking to commemorate their bond with their four-legged companions.

A key part of the new range is GIVA's personalised Tag Pet Charms, crafted in pure silver. Alongside its pet-focused products, the brand is offering a selection of pure silver rakhis for brothers and sisters as part of its wider festive assortment.

Resha Jain, Chief Brand Officer, GIVA said, "At GIVA, we've always believed jewellery is more than an accessory; it's a symbol of the relationships that shape our lives. Raksha Bandhan is a celebration of the love, protection, and countless memories siblings create together. With Furever Sibling, we wanted to honour this timeless bond while recognising that, for many today, siblinghood extends to the furry companions who become an inseparable part of our families.

"Inspired by this evolving definition of family, we've introduced our Pet Collection, featuring pure silver personalised Tag Pet Charms that help pet parents celebrate their four-legged siblings in a meaningful way. Alongside our thoughtfully crafted pure silver rakhis for brothers and sisters, the collection reflects our belief that every bond deserves to be celebrated and sealed in silver. Whether it's a sibling by birth or a sibling by paw, we're proud to create jewellery that celebrates the relationships that stay with us forever," added Resha.

GIVA is promoting the campaign across its digital platforms through social media content and collaborations with creators. The initiative is also being supported by festive gifting activities across the company's online channels and physical retail network.

Rare'Z, the premium footwear label from The House of Rare, which also houses Rare Rabbit and Rareism, has introduced OTIMO, a new driving-inspired lifestyle sneaker collection. Built around a low-profile silhouette and flat sole construction, the range marks the brand's latest addition to its design-led footwear portfolio and extends its offering to women.

The collection takes its name from the Portuguese word Ótimo, meaning "excellent". OTIMO draws inspiration from the traditional driving shoe but reinterprets the design in the form of a contemporary lifestyle sneaker aimed at everyday use.

The sneakers feature a lightweight construction designed to balance flexibility and stability with all-day comfort. The range uses premium vegan suede, breathable mesh panels, and reflective detailing, while its low-profile structure gives the collection a distinct silhouette.

OTIMO also marks Rare'Z's entry into women's footwear. According to the company, women's footwear has been part of its longer-term expansion plans, with the brand spending the past two years working on the fit, construction, and design before entering the category.

The women's OTIMO collection is available in EU sizes 36 to 40 and comes in Light Yellow, Light Blue, Black, and White colourways. The range has been developed for everyday as well as elevated styling, with a focus on maintaining the fit, comfort, and construction standards of the broader collection.

For men, OTIMO is available in EU sizes 41 to 45. The men's collection includes White, Black, Light Grey, Light Blue, and Light Yellow options. Designed as a versatile lifestyle sneaker, the range is positioned for use across work, casual outings, and weekend dressing.

Manish Poddar, Founder & Creative Director, The House of Rare & RARE’Z said, "The hardest products to design are often the simplest. When you are working with a clean silhouette, every millimetre matters - the height, the proportions, the toe shape, the sole, and the way the upper sits on the foot. OTIMO is the result of continuously refining those details until the product felt balanced. That process is what makes the collection meaningful to me."

The launch also signals the beginning of a wider footwear expansion for Rare'Z. The brand plans to develop future iterations across different materials, colourways, and design concepts as it broadens its product portfolio.

Fashion designer Gaurav Gupta presented his latest couture collection, Light Song, at the Jio World Convention Centre in Mumbai. The showcase featured more than 70 couture creations spanning cocktail wear, occasion wear, bridal couture, and menswear. Crafted over a period of nine months, the collection involved the work of over 200 artisans and approximately 6,000 hours of hand craftsmanship.

As the event's Official Automobile Partner, MG SELECT, the luxury brand channel of JSW MG Motor India, introduced the MG M9 Couture Edition and MG Cyberster Couture Edition. The limited-edition vehicles translate elements of Gupta's couture design language into automotive styling, bringing together fashion-inspired craftsmanship and luxury mobility.

The two bespoke models were conceptualised by Gaurav Gupta and draw inspiration from his signature Serpent Infinity motif, a design element associated with continuity, transformation, and quiet power. Both vehicles feature handcrafted detailing, layered finishes, intricate embroidery-inspired accents, and sculptural styling that reflects the aesthetics seen throughout the Light Song collection. The MG Cyberster also appeared on the runway, becoming part of the overall presentation.

The latest collaboration builds on an earlier partnership between MG SELECT and the designer, which began during the launch of Gupta's menswear flagship store in New Delhi. What started as an initial design exploration has now evolved into two production-ready couture editions that combine fashion craftsmanship with automotive innovation.

Milind Shah, Head - MG SELECT, JSW MG Motor India said, “We believe the future of luxury lies in creating experiences that people connect with emotionally. The MG M9 and Cyberster Couture Editions are a celebration of that belief. They bring together the artistry of couture to create vehicles that are as expressive as they are innovative. They reflect our vision of building automobiles as enduring symbols of individuality, craftsmanship and modern luxury.”

Gaurav Gupta said, “Every design begins with a vision of how people experience movement. With the MG M9 and Cyberster Couture Edition, we translated the craftsmanship and sculptural philosophy of couture into the world of luxury mobility. It represents a new benchmark where design, technology and artistry coexist, redefining what a premium automotive experience can be.”

MG SELECT said the MG M9 Couture Edition and MG Cyberster Couture Edition will each be produced in a limited run of 50 units. The exclusive models will be available only through MG SELECT, with pre-reservations remaining open until the official price announcement on August 3, 2026.

Encompass Design India Limited has appointed filmmaker Karan Johar as the brand ambassador for its premium home fashion label, Stoa Paris. The company, which is focused on building premium consumer brands for affluent Indian consumers, said the partnership is aimed at strengthening the brand's presence in the luxury home décor and furnishings segment.

According to the company, the collaboration reflects Stoa Paris' design-first approach to home décor and premium furnishings. Inspired by Parisian aesthetics, the brand offers luxury bedding and home fashion products for consumers looking to create contemporary and personalized living spaces.

Sonia Nigam, Business Head – Home Furnishing, Encompass Design India Limited said, “At Stoa Paris, we are building for the new affluent and younger India that sees the home as an extension of identity and personal expression. Karan Johar is not just a style icon; he is a cultural trendsetter for bold fashion with an unparalleled art of storytelling that sets him apart in a way few others can. His flair for dramatic spaces brings a distinctive point of view that reflects a very high creative alignment with our brand Stoa Paris. We are already one of the fastest-growing brands in the bed linen category with over lakhs of customers, and with this partnership we will further strengthen our premium positioning and set the stage to redefine the home fashion segment forever."

“I’ve always believed that your home is the most honest reflection of who you are; it’s where your personality shows up without filters. For me, design isn’t just about how something looks; it’s about how it makes you feel and the story it tells. Stoa Paris really gets that balance of bold, fashion-forward design and everyday luxury. It’s stylish with a flair, and that’s something I truly connect with. I’m excited to be part of a brand that’s encouraging people to treat their homes as an extension of their personal style and inspiring them to embrace their high fashion personality,” commented Karan Johar.

Stoa Paris distributes its products through its official website, leading e-commerce platforms such as Amazon and Flipkart, and offline retail outlets including Reliance Centro, Home Town, and standalone high street stores.

Encompass Design India Limited operates a portfolio of premium consumer brands catering to affluent Indian consumers. Alongside Stoa Paris, the company's portfolio also includes Small Batch, a gourmet food brand.

Beyond Appliances has rolled out a new advertising campaign featuring actor Dia Mirza to introduce its Plug 'N' Play Designer Chimneys in the Indian market. The campaign highlights the brand's focus on combining kitchen functionality with design-led product choices for modern homes.

Built around the line 'Jeena Hai Toh Colourfully Jiyo', the campaign features Mirza in a dual role and uses a visual transition to showcase the product. The film begins inside a monochrome home before shifting into a colourful setting following the introduction of the Plug 'N' Play Designer Chimney.

Through the campaign, Beyond Appliances aims to position kitchen chimneys as more than functional appliances by highlighting their role within contemporary home interiors. The company said its designer chimneys are available in Burgundy, Noir, Sapphire, Ivory, Black and Vineer finishes, giving consumers multiple options based on their kitchen aesthetics and preferences.

The Plug 'N' Play Designer Chimneys have also been designed for installation without requiring structural modifications. This approach is intended to simplify the installation process while allowing consumers to incorporate the appliance into existing kitchen spaces.

Dia Mirza said, "For me, a home is a reflection of the people who live in it. The spaces we create should feel effortless, joyful, and true to our personality. What I found interesting about Beyond Appliances' Plug 'N' Play Designer Chimneys is how they challenge the idea that innovation has to come with complexity. They bring together thoughtful design, ease of installation, and beautiful colours in a way that makes everyday living feel more expressive. I loved how the campaign celebrates the simple idea that even the smallest changes can transform a space, and the way we experience it."

The campaign comes as appliance brands in India increasingly focus on products that combine functionality with design and ease of use. With its latest offering, Beyond Appliances is looking to address consumers seeking kitchen products that can complement different interior styles without requiring significant changes to existing spaces.

Eshwar K Vikas, Founder & CEO, Beyond Appliances shared, “Consumers today expect products that seamlessly fit into the way they live, combining thoughtful design, intuitive functionality and lasting quality. At Beyond Appliances, our vision is to challenge conventional thinking and create kitchen solutions that don't just serve a purpose but also elevate everyday living. As lifestyles continue to evolve, we remain focused on building products that bring together innovation, aesthetics and meaningful customer experiences, setting new benchmarks for the modern Indian kitchen.”

MARS Cosmetics has expanded its ongoing #LivingTheMARSLife campaign with a new activation across the Delhi Metro's Yellow Line, taking the campaign beyond digital platforms and into one of the city's busiest public transit networks.

The activation features creatives inspired by everyday commuting experiences. One of the campaign messages reads, "Rajiv Chowk ki Bheed & No Seat, Life Still Feels Like A Party," reflecting relatable moments from daily metro travel.

The metro campaign builds on the brand's #LivingTheMARSLife initiative, which features actor Fatima Sana Shaikh along with digital creators Aastha Shah and Anshika Pandey.

Anmol Sahai Mathur, Vice President (Marketing), MARS Cosmetics said, "By taking #LivingTheMARSLife to the Delhi Metro, we can reach out to our consumers in the context where they are living their lives. From the student rushing to college to the professional commuting to her place of work or the woman going through a phase of transformation, these journeys capture the essence of all the lives that women live. With this activation, we want to let every woman know that being confident means not changing yourself but embracing yourself."

According to the company, the Delhi Metro activation has been designed to bring the campaign closer to consumers by integrating its messaging into everyday commuting environments. The initiative is currently live across the Yellow Line.

Men's grooming brand DENVER has introduced the Autograph Perfume Atomiser, a refillable fragrance accessory designed for portability and everyday use. The compact product is aimed at consumers looking to carry their preferred fragrances while travelling, commuting or attending social occasions without carrying full-sized perfume bottles.

Designed in a pocket-sized format, the DENVER Autograph Perfume Atomiser can be carried in pockets, briefcases and cabin bags. Its refillable and reusable design allows consumers to replenish the fragrance as required, catering to frequent travellers and professionals seeking a compact fragrance option for use throughout the day.

The atomiser is available with a choice of three fragrances from the DENVER SRK Autograph Collection, which has been co-curated by actor Shah Rukh Khan. According to the company, the fragrance blends are imported from France and bottled in India.

The introduction comes as fragrance continues to gain prominence within India's men's grooming and personal care market. Through the Autograph Perfume Atomiser, DENVER is looking to address consumer demand for portable and reusable fragrance formats that combine functionality with personal grooming preferences.

The product features a minimalist design inspired by refillable travel fragrance formats available in the global perfume market. Its reusable format also provides consumers with an alternative to carrying larger fragrance bottles during daily commutes and travel.

DENVER is also positioning the Autograph Perfume Atomiser within India's men's gifting segment, where categories such as wallets, belts, apparel and gadgets have traditionally been popular choices. The brand is targeting the product as a gifting option for occasions involving family members, partners and friends.

The atomiser can be refilled within seconds and used repeatedly. Its compact, cabin-friendly format is designed for consumers seeking convenient access to fragrance across work, travel and everyday routines.

Global beauty brand Huda Beauty has partnered with couturier Gaurav Gupta for India Couture Week 2026, bringing together fashion and beauty to present a contemporary interpretation of bridal makeup on the runway.

The collaboration sees celebrity makeup artist Daniel Bauer leading the backstage beauty direction as Huda Beauty's lead makeup artist. The partnership combines Gaurav Gupta's couture designs with Huda Beauty's makeup portfolio to create runway looks inspired by modern bridal aesthetics.

The showcase reflects a shared focus on creativity and craftsmanship, presenting bridal beauty that aligns with the changing preferences of today's Indian consumers. The makeup looks feature a selection of Huda Beauty's complexion and lip products, including the Easy Bake range and the recently introduced Liquid Matte Mousse, designed to complement the couture collection.

Huda Kattan, CEO and Founder of Huda Beauty, “Gaurav Gupta is a designer who’s really helped redefine what modern couture can look like. His work is instantly recognizable, but what I love most is how emotional and empowering it feels. He’s built a global brand while staying true to his creative vision, and I really respect that”. Furthermore, “Collaborating on his bridal show felt like such a natural fit for Huda Beauty. We’re both passionate about pushing artistic boundaries, celebrating creative individuality, and creating beauty that makes people feel something. It was one of those partnerships that just made sense. It’s a dream partnership.”

Couturier Gaurav Gupta said, “Every couture collection begins with an emotion, and beauty is what completes that narrative. Huda Beauty’s commitment to innovation and artistry resonates deeply with our philosophy of pushing creative boundaries while remaining authentic. This collaboration celebrates a new generation of brides who embrace confidence as their greatest expression of beauty."

Daniel Bauer, Celebrity Makeup Artist and Co-Founder of Daniel Bauer Academy, led the beauty direction backstage, creating runway looks inspired by the detailing of the couture collection.

Daniel Bauer shared, “Gaurav Gupta and Huda Beauty are two legendary brands defined by exceptional craftsmanship, precision and uncompromising quality. I wanted to translate the intricate detailing of Gaurav Gupta's couture collection and the long-lasting performance of Huda Beauty's products into every makeup look across all our models. We've created ultra-fine embellishments around the eyes, couture-inspired contouring and a bold new makeup statement for the season, anchored by Huda Beauty's new Liquid Matte Mousse lip range. Together, the looks redefine modern bridal beauty with striking runway artistry, confidence and individuality.”

The collaboration underscores Huda Beauty's continued focus on the Indian market, where the brand is expanding its presence through partnerships that bring together beauty, fashion and contemporary consumer trends.

Global lifestyle brand Rebecca Bonbon has entered the tech gadget segment with the introduction of its Instant Chic camera, coinciding with the brand's 20th anniversary. The instant camera expands the brand's product portfolio into consumer technology and allows users to capture and print photographs within seconds.

The device comes equipped with features for taking photographs and recording videos. It also includes a dedicated front-facing camera, enabling users to capture selfies directly through the device.

The Instant Chic camera features a 2.4-inch colour LCD screen that allows users to preview images before printing. Its built-in software also offers a selection of filters and design options, allowing photographs to be edited and customised directly on the camera.

Beyond photography, the device includes additional entertainment features such as built-in interactive games and an MP3 player, positioning it as a multifunctional gadget alongside its instant photography capabilities.

The introduction of the Instant Chic camera marks Rebecca Bonbon's expansion into the tech gadget category as the lifestyle brand completes two decades in the market.

Beyond The Curve by VIRGIO has completed its first year of operations in India, marking 12 months since the fashion brand was introduced for women across extended sizes. Co-created by VIRGIO and actress Anjali Anand, the brand focuses on offering trend-led fashion designed specifically for curvy women.

During its first year, Beyond The Curve served more than 30,000 customers and achieved an annual recurring revenue (ARR) of Rs 25 crore. The brand has also built an Instagram community of over 100,000 followers, reflecting growing consumer interest in contemporary fashion options across extended sizes.

To mark its first anniversary, Beyond The Curve organised a Birthday Sale and an in-store community gathering attended by customers, creators and the brand's co-creator, Anjali Anand. The event highlighted the community that has contributed to the brand's growth over the past year.

As part of the anniversary celebrations, the brand also introduced its Birthday Drop, comprising hundreds of new styles for curvy women. The collection expands its portfolio of contemporary fashion for extended sizes, with a focus on bringing new styles and trends to customers at a pace similar to the broader trend-led fashion market.

Beyond The Curve currently offers apparel in sizes up to 6XL. Its portfolio spans everyday essentials, elevated separates, occasion-ready silhouettes and contemporary statement pieces. Over the past year, the brand has focused on expanding access to fashion choices for women across different sizes.

"I've always believed confidence begins with feeling comfortable in what you wear. Beyond The Curve has always been about making women feel seen, not just sized. Watching so many women embrace the brand, style it in their own way, and make it part of their everyday confidence has been incredibly special. This first year is only the beginning, and I'm excited to see this journey continue," said Anjali Anand, Actress and Co-creator, Beyond The Curve by VIRGIO.

Amar Nagaram, Founder & CEO, VIRGIO and Beyond The Curve shared, "When we started Beyond The Curve, we weren't trying to create a separate category. We were questioning why it had to exist in the first place. Fashion moves fast, trends change every week, but women wearing extended sizes have often had fewer choices. The response over the past year has only reinforced what we believed from day one: women don't want different fashion, they want access to the same fashion. That is the direction we will continue building towards."

As Beyond The Curve enters its second year, the brand plans to continue expanding its portfolio through new product drops, contemporary silhouettes and trend-led collections, with a focus on increasing fashion choices for consumers across extended sizes.

Wellbeing Nutrition has introduced a new digital campaign, 'A Hard Pill to Swallow,' to promote its Melts oral thin strip range.

The campaign, which went live across social media and digital platforms on 16 July, uses humour to portray exaggerated everyday situations before presenting Melts as an alternative to conventional pills and capsules. The company said more films featuring different products from the Melts portfolio will be released as part of the campaign.

The initiative is part of Wellbeing Nutrition's broader marketing strategy for the Melts range as the company increases its focus on brand building and aims to expand awareness of the oral thin strip format among consumers aged 26 to 40 in metro and Tier I cities.

Varun Kandhari, Chief Marketing & Growth Officer, Wellbeing Nutrition said, "At Wellbeing Nutrition, we have always believed that how India takes its nutrition is due for a rethink, not just what goes into it. 'A Hard Pill to Swallow' is our way of saying that out loud. For most people, nutrition still means pills and capsules, something you tolerate rather than look forward to. We want to change that experience at its core. The Melts range is where that thinking becomes real: a format designed to be effortless to take and more effective in how it works. But the bigger idea is simple: nutrition should fit into people's lives, not ask them to adjust around it. That is the shift we are building toward, and this campaign is a statement of intent."

According to the company, the Melts portfolio recorded approximately 140 percent year-on-year growth on quick commerce platforms between FY25 and FY26. The range currently comprises more than 25 variants across categories including sleep, focus, immunity, throat care, energy, and gut health.

HealthOK, Mankind Pharma's vegetarian multivitamin brand, has rolled out a new digital campaign featuring Indian cricketer Bhuvneshwar Kumar.

Built around the tagline 'Dikhawa Nahi. Karke Dikhaye,' the campaign highlights the importance of trust and consistency while promoting the brand's vegetarian multivitamin range. The campaign will be distributed across digital platforms, including Instagram, YouTube, Facebook, and other social media channels.

Bhuvneshwar Kumar was selected as the face of the campaign because he follows a vegetarian lifestyle. The initiative also focuses on raising awareness about the role of nutritional supplements for individuals who follow vegetarian diets.

Bhuvneshwar Kumar said, “I've always believed that trust is built through consistency and performance. That's what this campaign stands for. I'm a vegetarian, and I'm glad to collaborate with HealthOK, which is a vegetarian supplement, to encourage people to make the right nutritional choices every day without compromising on their vegetarian lifestyle beliefs.”

Joy Chatterjee, Vice President and Head of Sales and Marketing, Mankind Consumer Products shared, “Our digital trust campaign is rooted in a simple thought: real trust comes from delivering consistently. Bhuvneshwar Kumar perfectly reflects that philosophy. Just as he has earned the trust of millions through his performances, HealthOK has earned consumers' trust with a clinically proven formulation that supports energy and everyday health.”

Livpure has unveiled a 360-degree marketing campaign for its Allura Premia Ultra water purifier, with the initiative spanning television, OTT platforms, and cinema screens.

The campaign aims to increase awareness about emerging water contaminants such as pesticides, microplastics, uranium, and forever chemicals (PFAS), while also highlighting the product's claimed 2.5-year maintenance-free feature. The initiative is designed to address growing consumer concerns around water quality by focusing on contaminants that are not visible to the naked eye and are often overlooked during discussions on drinking water safety.

Nitin Malhotra, Chief Marketing Officer, Livpure said, "Consumers today move seamlessly across screens, from television and OTT platforms to cinema halls. To build meaningful awareness, brands need to engage audiences consistently throughout this journey. Our 360° campaign for Allura Premia Ultra is designed to do exactly that. Beyond showcasing the product, the campaign aims to spark greater awareness around emerging contaminants such as Pesticides, Forever Chemicals (PFAS), Microplastics, and Uranium, and highlight how ClearDrop Technology helps address these concerns. Combined with a compelling 2.5-year maintenance-free proposition, Allura Premia Ultra offers consumers a smarter and more convenient approach to safe drinking water."

The campaign also spotlights Livpure's proprietary ClearDrop Technology, which the company says is designed to tackle contaminants including pesticides, PFAS, microplastics, and uranium. Running across multiple media platforms, the campaign combines product communication with consumer education while reinforcing the purifier's claimed long-term maintenance-free performance.

Luxury eveningwear label Realm by Vaishali has unveiled its latest collection, featuring a range of occasion wear designed with sculptural silhouettes, hand embellishments and couture craftsmanship. The collection is aimed at women looking for contemporary eveningwear for formal events, celebrations and red-carpet occasions.

Among the highlights is the Serena Crystal Embellished Mini Dress, which combines structured tailoring with crystal embellishments to create a contemporary eveningwear silhouette.

The collection also includes the Marylin Floral Embellished Gown, detailed with three-dimensional floral appliqués, hand embroidery, crystals, pearls and intricate embellishments. The design reflects the brand's focus on handcrafted couture techniques.

Expanding its tailored eveningwear offerings, Realm by Vaishali has introduced the Marylin Floral Embellished Blazer Dress, which blends structured tailoring with floral embellishments to create a design suited for cocktail parties and formal occasions.

The collection further features the Anastasia Pink Holographic Mini Dress with Sleeves, incorporating holographic embellishments that create reflective visual effects, along with the Madeline Powder Lilac Pearl Mini Dress, which is finished with pearl embellishments on a soft lilac base for a refined evening look.

Founded by Vaishali Dahiya, Realm by Vaishali specialises in luxury eveningwear that combines international design influences with Indian craftsmanship. According to the brand, each garment is handcrafted by skilled artisans using couture construction techniques and detailed embellishment work.

With the launch of its latest collection, the label continues to expand its portfolio of occasion wear, offering a range of handcrafted designs focused on contemporary styling and artisanal craftsmanship.

Burger King India has introduced Peri-Peri Fest, a limited-period menu featuring a range of Peri-Peri-inspired burgers, sides and meal combinations. The launch is accompanied by a new marketing campaign centred around the growing popularity of bold flavours among Indian consumers.

The special menu includes nine products, such as the Peri-Peri Veg Whopper, Peri-Peri Chicken Whopper, Peri-Peri Paneer Burger, Peri-Peri Chicken Burger, Peri-Peri Fries, Chicken Wings, Boneless Chicken and Nuggets. The offerings are priced starting at Rs 99.

As part of the campaign, Burger King India has released an original musical film inspired by the origins of Peri-Peri flavours, highlighting the brand's latest menu additions.

Kapil Grover, Chief Marketing & Digital Officer, Burger King India said, "Peri-Peri has emerged as one of India's most loved flavour profiles, fuelled by consumers' growing appetite for bold and exciting flavours. With Peri-Peri Fest, we're taking that love a step further by bringing consumers an experience that's rooted in the true origins of Peri-Peri. Our signature Dunked Peri-Peri platform delivers richer, bolder flavour in every bite, offering a distinctive Burger King experience that's both craveable and memorable."

Anupama Ramaswamy, Managing Director & Chief Creative Officer, Havas Creative India shared, "The product itself has a natural sense of theatre as it's dunked for full flavour. We wanted the campaign to mirror that same exuberance. Instead of simply talking about flavour, we turned it into a musical celebration with an original soundtrack that's catchy, energetic and impossible to forget. Every beat, visual and movement was crafted to make audiences feel the joy of going all in."

The campaign will be rolled out across digital platforms, out-of-home advertising, social media, influencer collaborations, in-store branding and local activations. Burger King India will also introduce promotional offers through its mobile app, including a lucky draw linked to select Peri-Peri x Sprite meal combinations.

Revital, the multivitamin brand from Sun Pharmaceutical Industries, has launched a new integrated campaign featuring actor Vicky Kaushal. The campaign highlights how stress and the pressures of modern lifestyles can contribute to everyday fatigue beyond physical exertion.

Titled ‘Stress Kam. Energy Hardam’, the campaign explores the impact of long working hours, constant digital connectivity, family responsibilities and the mental demands of daily life on overall energy levels.

The campaign film is set in a gym, using the environment to compare physical tiredness with fatigue caused by stress. Through this approach, Revital aims to expand the conversation around low energy, which has traditionally centred on nutrition, physical activity and age.

Vidhi Shanghvi, Executive Director, Sun Pharma said, “Consumers today are navigating a fundamentally different reality, where mental demands and everyday stress are becoming just as significant as physical exertion in shaping energy levels. This shift presents an opportunity to redefine the conversation around everyday fatigue and foster a more holistic understanding of energy and well-being. At Revital, we are committed to staying ahead of evolving consumer needs through science-led innovation and trusted nutritional solutions that help people meet the demands of modern life and maintain everyday vitality.”

Akshay Seth, Senior Executive Creative Director, Ogilvy India shared, “We wanted to tell a story that feels instantly familiar, but still makes people pause and rethink what they know. The multivitamin category has usually spoken about fatigue through the lens of nutrition or age. As category leaders, we saw an opportunity to shift the conversation towards another everyday reality: the impact of stress. The gym setting allowed us to contrast what people expect with what many actually experience, making the insight feel both surprising and relatable.”

The campaign will be rolled out across television, digital platforms, connected TV, OTT platforms and social media.