Brands
Vijay Deverakonda relaunches RWDY – Street Indian Culture!
Mumbai: Acclaimed superstar and entrepreneur Vijay Deverakonda makes a dynamic foray into the fashion industry with the relaunch of his street wear brand, RWDY – Street Indian Culture. This ground-breaking initiative introduces a fresh philosophy and vision for the fashion line, symbolising a bold step toward celebrating India’s rich heritage and culture.
At the core of RWDY lies a compelling mantra – ‘Reclaiming Your Indian Superiority,’ echoing a commitment to revive and honour India’s cultural richness. The brand sets itself apart through a dedication to quality, innovative design, and the establishment of a movement that reclaims cultural supremacy within the realm of contemporary fashion.
RWDY’s commitment to creating experiences that redefine and differentiate is evident in their products, which seamlessly blend the utility and convenience of modern design with the celebration of India’s cultural roots. The brand’s ethos hopes to spark a movement, transforming fashion into a connection with heritage, history, and people, inspiring a global audience to embrace the richness of Indian culture.
A key aspect of RWDY’s vision is the creation of clothing meant to endure, to be passed down through generations of friends and family—a testament to the brand’s commitment to producing pieces that instil pride. Vijay Deverakonda’s decision to bring Western fashion to the Indian audience at an affordable price reflects a shift in his own tastes and preferences over the years.
Speaking about the brand and his inspiration behind it, Vijay Deverakonda remarked, “India 300 years ago, was the centre of the world’s attention. Every powerful country and empire in the world wanted a piece of us and exploited our resources, skill, culture and wealth. Today, There is a massive power shift happening, politically, economically, culturally. Everybody can see it is India’s time at the world’s centre stage. Again. RWDY Indian street culture is our contribution to this movement. A time and a generation that is confident and proud of their roots, heritage and culture. India were the leaders of textile industry and our workmanship was and is art. And we are set to takeover as leaders on every front. RWDY aims to incorporate our rich culture into contemporary street clothing. Our goal is to contribute to Reclaiming Indian supremacy in fashion. Each piece of clothing you hold in your hands carries the legacy of our great nation’s rich textile craft and culture. Our vision is simple— “We start from the streets of India. We aim to take over the streets of the world.”
RWDY – Street Indian Culture is set to redefine the fashion landscape, offering a unique blend of contemporary design and traditional Indian values. As the brand launches today, Vijay Deverakonda embarks on an exciting journey to reclaim Indian superiority in the world of fashion.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
