Brands
NEXION Sponsors the Darpana Academy of Performing Arts for artists residency
Mumba: Nexion, the Indo-Italian one of the production company of high-quality sintered stone, entered into a sponsorship agreement with the Darpana Academy of Performing Arts in Ahmedabad, India. This collaboration was proposed by Mallika Sarabhai, an influential figure in the city of Ahmedabad. She completed her MBA from IIM Ahmedabad and her Ph.D. from Gujarat University. Mallika established herself as an international activist, actress, and dancer in Indian classical dance.
Mallika is the daughter of Dr Vikram Sarabhai, a prominent figure in the field of science and development in India, considered the father of the country’s space program, and Mrinalini Sarabhai, dancer of Indian classical dance and the founder of the Darpana Academy of Performing Arts. Today, Mallika leads the Darpana Academy, preserving and promoting the rich artistic heritage of India.
This year, Mallika Sarabhai and Nexion decided to form a three-year partnership to sponsor an artist residency at the Darpana Academy. Thanks to Nexion, India hosted Massimiliano Troiani, an Italian director and son of a master in cinematographic photography, known worldwide for his work in documentary and theatre, and Laura Fasciolo, a renowned Italian set designer with years of experience in theatrical and museum exhibitions related to iconography and bibliography.
Massimiliano staged a reinterpretation of Shakespeare’s Macbeth, incorporating both Italian and Indian cultural elements. The show, which featured Mallika in a leading role, premiered at the 44th Vikram Sarabhai International Arts Festival of Natarani, Darpana Academy of Performing Arts, and will be going on tour.
Darpana Academy of Performing Arts founder Mallika Sarabhai expressed her joy in the collaboration stating, “Working on Macbeth with Massimiliano was a delightful experience. His diverse background as a theatre director, filmmaker, and puppeteer aligns well with the varied artistic fields at Darpana. The synergy between our culture and artistic approach allowed for the emergence of new and exciting elements during the collaboration.
She added, “The collaboration between Darpana and Nexion has been fueled by a shared passion for the arts. Nexion’s founder, Luca, recognizes the humanizing power of the arts and believes in providing support without interfering with the artistic vision. “
Nexion CEO Luca Majocch said, “Since its inception, we have brought the Italian way of doing business to India. With our commitment to societal contribution, we seamlessly align with Darpana Academy, celebrated for its rich legacy in promoting art and culture. Massimiliano’s participation in the residency further underscores our shared dedication and efforts. This commitment extends to our core values, where we prioritize people’s well-being through the consistent delivery of high-quality products. Our holistic approach interweaves cultural exchange and community well-being, creating a meaningful connection between our values and endeavors.”
Massimiliano Troiani, Italian Director, mentioned, “Embarking on a collaborative journey with Darpana is a captivating experience within a culturally rich environment, where artistic and technical talents seamlessly unite. My initial collaboration dates back to 2000 when I directed a performance inspired by the ancient Latin tale Aeneid. This journey emphasizes the lasting connection between India and Italy over the years, based on cultural connections that go beyond mere economic or political factors. Italy has contributed to scholars like Giuseppe Tucci and Weaver, enriching the understanding of Indian culture. Indian philosophy continues to captivate Italy, from poetry to pedagogical studies, as exemplified by Maria Montessori, who found inspiration in meeting Mahatma Gandhi.”
The goal of the production was to create a cultural bridge between Italy and India, celebrating the rich cultural heritage of both nations. The collaboration not only celebrated art and creativity but also contributed to strengthening ties between local and international communities, promoting cultural exchange, mutual learning, and the well-being of the community. Ahmedabad, as a meeting point between the two realities, is also where Nexion’s central office and production facility have found their home.
Here, in the heart of this city, Ahmedabad, not only products and projects come to life but also human connections that transcend geographical boundaries.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
