Brands
Maybach teams up with Badshah for limited edition eyewear
MUMBAI: Global luxury brand Maybach Icons of Luxury has joined forces with Indian rap superstar Badshah for a limited edition eyewear collection that blends high fashion, music and cultural storytelling. It is the first time an Indian entertainer has co designed a global Maybach line, marking a milestone moment for both the luxury world and the country’s creative community.
The Maybach x Badshah collection brings together the rapper’s flair for bold individuality with the craftsmanship the brand is known for. The result is a fresh interpretation of two of Maybach’s signature frames The Artist III and The King III that have been reimagined with new colours, textures and narratives.
The collection features eight handcrafted pieces available exclusively at Eternity Lifestyles in India and through authorised Maybach Eyewear retailers worldwide. Prices start at Rs 2,79,150 for The Artist III optical series and Rs 3,23,300 for The King III sunglasses. The standout piece is the diamond studded snow camouflage The King III, crafted in just five units globally and priced at Rs 50,88,450, featuring 90 hand set diamonds.
The Artist III series draws from the world that shaped Badshah music. Sound wave patterns are woven subtly into the temples of the frames, creating a sense of rhythm and movement. Known for its clean, formal design, the silhouette gets an energetic twist with colours such as electric yellow and deep blue.
The King III series shifts the lens to India’s landscapes. A snow camouflage edition mirrors the icy calm of the Himalayas. A jungle inspired version nods to India’s forests and highlights the importance of wildlife conservation. The Tigers of India model brings a bright orange punch celebrating the country’s national animal.
The rare diamond studded snow camouflage design serves as the crown jewel of the capsule. With only five pieces created worldwide, it blends haute craftsmanship with high glamour turning eyewear into wearable art.
As India’s luxury eyewear market races toward a projected $1,721 million valuation by 2030, this collaboration positions Maybach at the centre of cultural influence and consumer aspiration.
Maybach CEOs Jutta Kahlbetzer and Wolfgang Thelen said the partnership was built on shared creativity and respect. They noted that Badshah’s artistic lens brings new diversity and modernity to the brand while deepening its engagement with India’s luxury audience.
Badshah called the collaboration a personal dream. He visited the Maybach atelier in Germany and described the craftsmanship as humbling and inspiring. Creating designs that balanced aesthetic appeal with comfort was a challenge he embraced, calling the experience “surreal and deeply rewarding”.
The rapper’s rising global fashion presence from Paris Men’s Fashion Week to New York and his trailblazing achievements in music including crossing five billion Spotify streams and delivering the biggest Indian hip hop tour in North America further amplify the impact of this partnership.
Maybach Eyewear is crafted in Germany using rare materials including titanium, diamonds, natural buffalo horn and 18 karat gold. The brand has a history of iconic collaborations including a special edition line created for legendary music producer Quincy Jones in 2014.
The Maybach x Badshah collection now adds a new chapter to that legacy blending precision engineering with cultural expression and making luxury feel a little more personal and a lot more exciting.
Brands
Wow! Momo launches Indian Momo League with city-themed cricket menu
Colourful, region-inspired momos turn match-time snacking into fan play
MUMBAI: Wow! Momo is serving up a fresh spin on cricket fandom this season with the launch of the Indian Momo League, a campaign that turns match-time snacking into a city-led celebration.
Timed alongside the ongoing Indian Premier League, the initiative introduces six city-inspired momo variants, each reflecting the flavour and personality of Kolkata, Chennai, Mumbai, Delhi, Bangalore and Hyderabad. Built around the idea “Har city ka apna momo”, the range uses natural colours and skips synthetic additives, giving fans a vibrant, edible way to back their teams.
From bold reds to electric blues, the momos are designed to stand out both on the plate and on social media feeds. The visual appeal is deliberate, turning everyday snacking into something shareable, playful and distinctly local.
To deepen the experience, the brand has rolled out IML Combos that bundle momos with fries and beverages, creating an easy, match-ready option for viewers at home or gatherings with friends. The campaign also adds a reward layer, with customers ordering these combos getting a chance to win match tickets, linking the living room to the stadium.
Adding to the competitive spirit, a live Momo Scoreboard tracks orders in real time across cities, allowing fans to see how their city is performing beyond the cricket field. The feature introduces a light-hearted rivalry, driven not by runs and wickets, but by bites and orders.
Speaking about the campaign, Wow! Momo Foods Pvt. Ltd. co-founder and CMO Muralikrishnan said, “With Indian Momo League, we wanted to make fandom more participative and personal. ‘Har city ka apna momo’ is our way of celebrating how every city experiences the matches differently, and bringing that emotion into something as simple and joyful as food.”
The campaign is being amplified through city-focused creatives, creator collaborations, in-store activations and real-time digital content, ensuring it stays closely tied to ongoing match conversations throughout the season.
With the Indian Momo League, Wow! Momo blends food, fandom and friendly rivalry into a format that feels both timely and distinctly Indian, proving that during cricket season, even snacks can take centre stage.
