MAM
Percept D’Mark to promote GTC’s new brand Platinum
MUMBAI: So what if government directives prevent cigarette brands from advertising in conventional media – high profile events may still be the solution!
GTC Industries (formerly Golden Tobacco Corporation) and the Indo Brasilian Society have introduced an association called “Platinum Ignites” in order to promote GTC’s latest cigarette brand Platinum. Event management company Percept D’Mark has conjured up a series of online-offline promotional campaigns for the launch of Platinum.
“Platinum Ignites” will cover the whole of India and organise an array of stellar entertaining experiences. Each experience is targetted at roping in sampling through experiences tailor made for the “Platinum” consumer. The profile of the target consumer is as follows: the discerning individual who can make his own decisions instead of blindly following the pack. “Platinum Ignites” will use both conventional and unconventional entertainment and leisure activities as platforms through a wide 360 degree marketing effort.
A press release informs that the first ‘Platinum Ignites’ event (held at city hotspot Velocity) to held in Mumbai on 12 April 2003, is a fusion of the Brazilian Carnival with the appeal of Bollywood; Mumbai’s own rock group sensation, Pentagram, will perform at the event (courtesy the Bombay Rock Association). The event will have dance acts by Yana Gupta and Malaika Arora Khan performing Bollywood’s hottest musical acts, adds the release. Percept D’Mark has conceptualised the entire event.
The release adds that the world renowned carnival at Brazil will be showcased in Mumbai with an electrifying show consisting of 20 performers which will arrive in Mumbai on 9 April. To their credit, this troupe has performed in over 650 shows in the last five years at prestigious, world-class hotels in Korea, Japan, South Africa, Saudi Arabia, UAE, Singapore and Hong Kong, among others, it says.
Percept D’Mark CEO Sanjay Lal says: “Possible platforms can be music, movies, sports, adventure and outdoors, celebrity interactions, fashion. An entire array of experiences to help the consumer exercise the power and freedom of choice and feel the Platinum lifestyle. Concerts, film premieres, nightclub activities, fashion shows, promotions, fun-sports, action – sports, brand films and promotions, held in association with brands, organizations and content providers of immense repute shall constitute a yearly calendar of activities.”
Percept D’mark has also drawn up a list of possible tie ups for promos over a period of time which include: media partners – press and radio; youth focused brands; music companies; film production houses; multiplexes; clubs; DJs; international variety acts; music videos; sports formats; music albums amongst others.
GTC officials say that both Platinum and Platinum Ignites will be promoted through a teaser campaign that includes press, outdoors, radio and promotions. The teasers shall be followed by a high voltage launch campaign.
Brands
Ace Blend launches 10:1 Shroom Droppers targeting energy, focus and calm
New ultrasonic extracts aim to boost potency and absorption in mushroom supplements
MUMBAI: Ace Blend has entered the fast-growing functional wellness space with the launch of its new Shroom Concentrates range, betting on potency and delivery format as key differentiators in an increasingly crowded market.
The Mumbai-based brand has introduced a trio of liquid “droppers” designed to support focus, energy and relaxation. Unlike conventional mushroom supplements, which often rely on powders or capsules, the company is positioning its water-based concentrates as faster-absorbing and more effective.
At the core of the launch is a 10:1 concentration ratio, which the company says delivers higher bioactive potency compared to standard formulations. The products are developed using a patented ultrasonic water extraction method that uses sound waves instead of heat or chemicals to preserve delicate compounds within the mushrooms.
The range includes Lion’s Mane for cognitive support, Cordyceps for sustained energy, and Reishi for relaxation and recovery. The formulations are also glycerin-free, a move aimed at avoiding dilution and maintaining purity.
“We introduced India to functional mushrooms with our Shroom Coffees. With Shroom Concentrates, we’re cementing our expertise in the space,” said Ace Blend founder Shivam Hingorani. “We focused on solving that gap by improving how these compounds are extracted, delivered, and absorbed.”
The launch comes as functional mushrooms gain traction globally, with consumers increasingly seeking natural solutions for productivity, stress management and overall wellbeing. In India, the category is still emerging, but growing awareness and demand for performance-oriented health products are creating new opportunities.
By combining high-potency extracts with a convenient dropper format, Ace Blend is aiming to make functional mushrooms more accessible to everyday users rather than niche wellness enthusiasts.
As competition intensifies in the plant-based supplement market, brands that can deliver both efficacy and ease of use may find themselves a step ahead. For Ace Blend, this latest launch signals an attempt to turn curiosity into consistent consumption.
