MAM
The Hype Studio secures PR mandate for Hecta
Mumbai: The Hype Studio, a prominent PR agency recognized for its interactive expertise, is thrilled to announce its recent triumph – securing the PR mandate for Hecta, a pioneering force in repossessed property marketing.
Hecta, leading the charge in the real estate sector, is dedicated to the efficient marketing of repossessed properties from Bank and Financial Institution auctions. The Hype Studio’s exceptional track record and innovative, customised PR strategies positioned them as the ideal choice for Hecta’s PR endeavours.
This collaboration marks a significant milestone for Hecta as they strive to enhance their brand presence and communicate their commitment to providing superior solutions in the repossessed property market. The Hype Studio, known for its human-centric approach to public relations, is deviating from AI-generated content, opting for authentic, human-driven communication to emotionally connect with its target audience.
In a statement, Hecta’s founder Sridhar Samudrala expressed enthusiasm about the partnership, stating, “We believe that The Hype Studio’s expertise in producing compelling content will play a vital role in our mission to reach a wider audience. Their commitment to human-centred communication seamlessly aligns with our values, and we anticipate a rewarding collaboration.”
The Hype Studio has solidified its PR prowess through successful partnerships with esteemed agencies in the past. Recent collaborations have garnered attention, reaffirming The Hype Studio’s status as a formidable player in the PR landscape.
The Hype Studio director Vineet Malhotra remarked, “We are honored to be selected as the PR partner for Hecta. Our team is dedicated to leveraging our experience and creativity to narrate Hecta’s story, encouraging an emotional connection with the audience.”
As The Hype Studio embarks on this exciting journey with Hecta, both organizations are poised for mutual success, committed to crafting powerful narratives that resonate with the community.
MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
