MAM
Andre Agassi rejoins Nike
MUMBAI: Sports brand Nike has announced the return of tennis great Andre Agassi to their roster of athletes.
The renewed partnership will focus on a shared passion for tennis, along with a commitment to help kids become more active and realise their full potential through sports.
The collaboration is the latest in a long and successful relationship between Nike and Agassi that dates back 25 years. From the early days of his sporting career in 1988, Nike supported Agassi as he established himself as a one of the greatest players in tennis history.
Nike co-founder and chairman Phil Knight said, “As one of the world‘s greatest tennis players, Agassi embodied the passion, dedication and determination of the Nike brand. As a philanthropist and campaigner, he continues to share Nike‘s commitment to inspire the young generation with his Just Do It spirit. We are honoured to welcome him back.”
Since his retirement from the game, Agassi has worked to create an education model that combines a diverse curriculum with physical activity throughout the school day to help curb a growing epidemic of physical inactivity around the world. Agassi will team with Nike to advocate for change, leveraging the designed to move framework for action that Nike helped create with more than 70 expert organisations in the fields of physical education, health and the built environment (e.g., parks, green spaces and public transportation).
Agassi said, “The past was exciting, emotional and life-changing for all of us. The future, however, is a landscape filled with unlimited opportunity and a canvas anxiously waiting to be filled in. Designed to Move has opened new horizons. Coming back together with Nike through this partnership will have a multiplying effect on this and future generations.”
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
