MAM
Star Movies in marketing drive for the Oscar Awards telecast
MUMBAI: Star Movies, which will air the Oscar Awards on 27 February live at 6 am with a repeat at 8 pm, has lined up a variety of initiatives to push the event and create buzz in the market. One of the things it is has done is create a digital app.
Oscars Charades has been designed on the lines of the popular game Dumb Charades, where the user can interact with the banner and guess the movies. The application is the first of a kind and is available on the channel‘s Facebook page.
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The broadcaster is also focussing on engagement and entertainment for all Oscar and its fans through the social media platforms such as Facebook and Twitter.
The Oscar marketing campaign had kick-started by the channel showing a review show on the nominations with Rajeev Masand, Anurag Kashyap, Rohan Sippy and Ranvir Shorey, providing analytic insight on the Oscar nominated movies.
The channel then looked to build up the hype and excitement through a month-long movie festival featuring Oscar winning movies – ‘Oscar Fever’ from Monday to Friday at 11 pm.
The channel had also conducted a Predict and Win contest, the winners of which will be given an opportunity to watch next year‘s Oscars Live in LA from the bleacher seats.
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.
