Brands
Global Cybersecurity Association partners with Kaizzen
Mumbai: The Global Cybersecurity Association (GCA), a thriving ecosystem for networking, learning, and cyber security in the Information and Operational Technology area, joins hands with Kaizzen – a leading integrated communication company in India. This partnership symbolises a shared determination to strengthen the GCA brand by enhancing high-level thought leadership and selective media engagement.
GCA, an initiative of Transform Foundation, operates with a vision to empower citizens and organisations with education and outreach programs to create awareness and increase knowledge; tools for informed decision-making in choosing the products, services, and solutions required to stay safe online and contribute to more secure cyberspace. Along with that, it also provides a robust network to enable collaboration and support for professionals. GCA aims to create awareness about the responsibility of safeguarding the future of the digital world by spreading knowledge, networking, and anticipating future security threats in a constantly changing cyber threat scenario.
Expressing enthusiasm for the collaboration, Kaizzen CEO Vineet Handa stated, “At Kaizzen, we believe that effective communication results in positive change. Our collaboration with GCA is consistent with our mission to elevate the voices of organisations having a significant impact in the cybersecurity space. Working together, we hope to contribute to the larger goal of enhancing cybersecurity resilience globally while also enhancing GCA’s brand presence.”
Transform Foundation director Roopali Mehra sharing her views on the partnership said, “As a nation on the move, where everyone from bustling cityscapes to remote villages have become digital nagariks by embracing technology, we are at the forefront of this global phenomenon. This collaboration with Kaizzen is an important milestone in our quest to build a strong ecosystem for cybersecurity resilience. Kaizzen’s expertise in strategic communication will surely contribute to our ability to fulfil our aims and build a nation aware about cybersecurity defences.”
To make India revolutionary in the digital world, this collaboration can be foreseen as a collective step towards a cyber-secure India.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
