MAM
Epic Rights to rep Madonna’s Hard Candy Fitness for merchandising, branding
MUMBAI: Epic Rights, a full-service global merchandise, licensing and social media marketing company, has been named to represent Madonna’s Hard Candy Fitness brand.
Epic Rights will develop and expand on the global merchandising and licensing rights for the brand.
Hard Candy Fitness is a partnership between New Evolution Ventures, LLC, Madonna and her manager Guy Oseary.
Epic Rights CEO Dell Furano said, “Hard Candy Fitness is an exciting brand founded by Madonna and inspired by her passion for fitness and health. The campaign we are establishing for Hard Candy Fitness will align with Madonna’s dedication to personal excellence. Currently the brand operates clubs in destination cities around the world and develops innovative group programming that integrates fitness, dance, music and entertainment elements that will be incorporated into our global plans for expansion. With Madonna about to begin an international concert tour, her visibility will be especially prominent as we move forward.”
Leading the day-to-day effort for Hard Candy Fitness is Dan Levin, who spearheads the Epic Rights Celebrity & Lifestyle division through its strategic alliance with Prominent Brand+Talent. Levin will oversee the development and implementation of the brand extension program. Epic Rights will present the Hard Candy Fitness brand to potential partners at the upcoming Licensing Expo in Las Vegas.
“As Madonna is to music, pop culture and fashion, we believe Hard Candy Fitness will be the preeminent symbol for a fit, healthy and luxury-infused lifestyle,” said Levin. “We will develop a global program designed to complement the core Hard Candy Fitness brand elements–music, dance, entertainment, hard/harder/hardest workout mentality–to create a vast array of opportunities for consumer engagement,” said Levin.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
