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Artist Santanu Hazarika’s sneaker collaboration sells out rapidly
Mumbai: In an unprecedented phenomenon, renowned artist Santanu Hazarika and homegrown lifestyle brand Comet’s latest collaboration – a capsule collection of 300 pairs of sneakers – rapidly sold out within only two hours of its drop, marking the very time a homegrown sneaker collaboration has sold out in record time!
Comet, a trailblazing force in the sneaker industry, is renowned for its bold designs and innovative approach to footwear. With a commitment to pushing boundaries and embracing creativity, Comet has carved a distinct identity in the world of streetwear. Their collaboration with renowned artist and sneakerhead Santanu Hazarika signifies a fusion of rebellious expression and artistic vision. Through this partnership, Comet continues to redefine the sneaker landscape, offering consumers a unique blend of style, substance, and self-expression.
A name synonymous with the sneaker culture in India, Santanu had recently joined hands with Comet for the sneaker line. The collaboration was not just cool kicks but embodied the dynamic convergence of underground art, pop culture, and the sneaker revolution married with rebellion and expression. Taking inspiration from punk, heavy metal and anti-establishment sentiments, where the shoes featured vivid colours and design elements like thorns, a shooting star with an eye, and collar tabs that spelt out ‘Silent’ and ‘Scream’ to symbolise voices that have always echoed in silence. The line perfectly reflected Santanu’s sketchbook style and a disciplined expression that harmonised the silence of rebellion with a loud, unapologetic scream, striking a chord with the audience.
The sneaker line went live last Thursday on the brand’s website and was off the shelves in a record time of two hours, thereby underscoring the audience’s anticipation for the collection.
Talking about the success of this drop, Santanu shared, “As an artist, having my sneaker line was on my bucket list, so this is like my childhood dream come true! During the designing process, I had complete creative liberty. But naturally, there was some nervousness about this first-time collaboration. So, a complete sellout in only a few hours was definitely surprising! This has made me truly believe in the power of community.”
“We are thrilled and humbled by the overwhelming response to our collaboration with Santanu Hazarika. The lightning-fast sellout of our limited edition drop in just two hours is a testament to the acceptance we as a brand have received from the vibrant community we are building with Comet. We are honoured to see the enthusiasm and passion our customer base has created for self-expression and creativity. This achievement only strengthens our commitment to nurturing a community where authenticity thrives and consumers are encouraged to embody our brand ethos of “Never Shy, Never Sorry’,” remarked Comet founder Utkarsh Gupta.
BigBang.Social chief executive officer Anurag Iyer, added, “BigBang Social is proud to be the force to facilitate this association between Santanu and Comet, an ultimate combination of an extraordinary artist and a sought-after homegrown brand. Through the creator economy, we’re unleashing a tidal wave of creativity and innovation that knows no bounds. In this new-age digital economy where creators play an integral part in shaping culture, inspiring change, and building communities, we believe in empowering them to own their language and monetising their passions that foster a richer, more diverse cultural landscape.
Santanu intends to foray into the gaming industry and tech merchandise with his designs. The artist plans to launch esports jerseys, gaming gear, and all sorts of electronic gadgets.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
