MAM
Taproot’s ‘hike’ to keep close friends closer
Mumbai: In today’s inundated instant messaging market, it is important for companies to plan a strategy that allows them to connect with a wider audience in a targeted fashion. With this in mind, hike, a free cross-platform messaging app funded by Bharti SoftBank (BSB), has rolled out the second leg of its digital marketing initiative for India.
The company carried out a research and found that the advent of technology and easy access has ensured that the country of a youth populace is connected round the clock. Today, the youth is accessing internet more than ever before using a slew of devices – be it the mobile, PC or a tablet.
 |
|---|
The campaign is created by Taproot and consists of four ad films.
Tag lined ‘Keep Close Friend Close’, the comprehensive digital campaign is aimed at showcasing hike’s unique product features that will enable today’s technology savvy youth to enjoy a better connect with their peers.‘
The new ads showcase the dynamics of an individual with their close friend versus friends, and how hike helps them stay connected with their close friends. Taproot India chief creative officer and co-founder Santosh Padhi, says “Though we are not one of the first ones in India to bring this service, but we are very positive that, with the youthful brand positioning ‘Keep Close Friends Close’ and the quirky communication will make sure hike messenger becomes the top instant messenger amongst the youth.”
 |
|---|
On the campaign, BSB head of product and strategy Kavin Bharti Mittal says, “Going the digital way was a well thought out move, as we believe the youth are online throughout the day, making it an ideal place for us to start. This is a far cry from the days, when people would use a single device to log in only when they needed to send an email or look for some information online. Keeping in mind the trend, digital becomes the best platform of communicating with them youth. Moreover, to create a niche for itself in the cluttered and the competitive instant messaging market, digital will be one of the most sought-after trends.”
He adds, “The youth today is very smart and liberal – our ads are made keeping that in mind. From a messaging perspective, our strategy is very distinct from what anyone in the competitive landscape has done.”
MAM
Raghu Rai passes away at 83, leaves behind iconic legacy
Padma Shri-winning photographer documented history across 5 decades.
MUMBAI: The lens may have stilled, but the stories it captured will never fade. Raghu Rai, one of India’s most celebrated photojournalists, passed away on April 26, 2026, at the age of 83. He breathed his last at a private hospital in New Delhi after battling cancer and age-related health issues.
His son, Nitin Rai, revealed that Rai had been diagnosed with prostate cancer two years ago, which later spread to the stomach and, more recently, the brain. Despite multiple rounds of treatment, his health had declined in recent months.
Born in 1942 in Jhang, Punjab (now in Pakistan), Rai entered photography in his early twenties, inspired by his elder brother, photographer S. Paul. Beginning his career in the mid-1960s, he went on to build a body of work that spanned more than five decades, contributing to global publications such as Time, Life, GEO, Le Figaro, The New York Times, Vogue, GQ and Marie Claire.
His global recognition took a decisive leap in 1977 when legendary French photographer Henri Cartier-Bresson nominated him to join Magnum Photos, placing him among the world’s most respected visual storytellers.
Rai’s lens chronicled both power and poignancy. He photographed towering figures such as Indira Gandhi, Dalai Lama, Bal Thackeray, Satyajit Ray and Mother Teresa, while also documenting defining moments like the Bhopal gas tragedy later captured in his book Exposure: A Corporate Crime.
Over the years, he published more than 18 books, building an archive that blended journalism with artistry. His contributions were recognised early when he was awarded the Padma Shri in 1972 for his coverage of the Bangladesh War and refugee crisis. In 1992, he was named “Photographer of the Year” in the United States for his work in National Geographic, and in 2009, he was honoured with the Officier des Arts et des Lettres by the French government.
Rai is survived by his wife Gurmeet, son Nitin, and daughters Lagan, Avani and Purvai. His last rites will be held at Lodhi Cremation Ground in New Delhi at 4 pm on Sunday.
With his passing, Indian photojournalism loses not just a pioneer, but a patient observer of history, one frame at a time.
