MAM
LeEco India signs on three strategic digital marketing partners
MUMBAI: Global Internet and technology conglomerate, LeEco has inked strategic partnerships with three leading digital marketing solutions companies in India– iCubeswire, netCORE and vCommission. The expertise of the three companies will enable LeEco to further strengthen its digital communication by offering personalized strategies and integrated marketing campaigns.
LeEco prioritizes digital technologies into its core marketing strategies and these partnerships will play a critical role in delivering relevant and real-time experiences to consumers. The global technology company is betting big on LeMall.com in India, and the partnership with iCubeswire, netCORE and vCommission will help LeMall.com generate pre-booking and registrations for its flash sales through innovative creatives for the connected generation.
“With the increasing focus of users on digital channels, executing marketing strategies that connect effectively with them is extremely important. We believe these partnerships will help us amplify the reach of LeMall.com and further entrench our presence in the country,” said LeEco India Smart Business Electronics COO Atul Jain.
As part of the partnership, iCubeswire will support various digital marketing activities with accurate data, reports, analytics, and insights to drive higher ROI. In the past as well, iCubeswire has helped LeMall.com, in generating pre-buzz ahead of the launch of LeEco’s Superphones and sustaining momentum for them, ultimately aiding record-breaking sales.
Both netCORE and vCommission were recently assigned to manage the marketing duties for the “LeMall for All” day held on 9 August 2016, that saw an incredible user traction. “LeMall for All” Day is a one-day shopping festival hosted on LeMall.com where users cab avail exciting discounts on LeEco products such as Superphones, audio devices, and other accessories. LeEco plans to make this a recurrent shopping carnival going-forward. After successfully supporting the launch of Le 2 and Le Max2, netCORE will also work with LeEco to support the first flash sale of its Super3 Series TVs.
Over the years, marketing has moved beyond the traditional and has implications for a wide variety of stakeholders. In such a scenario and a fiercely competitive smartphone industry, these partnerships will empower LeEco to differentiate itself from others.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
