Brands
No Pain No Pilgrimage Iodex Steps into Magh Mela
Active Zones offer relief at Prayagraj as brand backs faith with care.
Prayagraj: When devotion stretches for miles, so do aching calves. At the sprawling grounds of Prayagraj’s Magh Mela, where millions gather in faith and footfall, Iodex has quietly positioned itself as a companion not just to prayer, but to pain relief.
The pain management brand has set up Iodex Active Zones across the mela grounds, offering on-the-go relief to weary pilgrims navigating long walks, crowded routes and packed schedules. The initiative, designed to provide quick massages, product sampling and awareness around pain management practices, aims to ensure that discomfort does not eclipse devotion.
Iodex is leaning into high-footfall religious congregations to build deeper consumer engagement. At Magh Mela, the activation goes beyond product presence, blending experiential outreach with education on managing strain and fatigue during physically demanding journeys.
Local influencers have also joined the effort, creating relevant, ground-level content that connects the brand’s promise of relief with the lived realities of pilgrims. The approach mirrors Iodex’s strategy over the past year, during which it engaged millions of consumers across major gatherings including Maha Kumbh, Kanwar Yatra, Pandharpur Yatra and Ganesh Chaturthi.
Haleon India, category lead for pain & respiratory care Pavan Wani said, “Across India’s bustling congregations, millions walk long distances carrying hopes, offerings, and the strength of their faith. As a brand dedicated to helping Indians do more of what matters by eliminating pain, Iodex ensures a meaningful presence at these high footfall events. Our Iodex Active Zones provide targeted pain management support through massages, sampling, and education, ensuring that pain never stands in the way of devotion, travel, or personal purpose. These efforts reflect Haleon’s commitment to putting Health in More Hands and supporting every Indian’s journey, one pain free step at a time.”
In a landscape where brands often chase eyeballs, Iodex appears to be chasing sore muscles instead, inserting itself at the intersection of culture, movement and moment. At Magh Mela, relief has become part of the ritual, and in the long walk of faith, comfort has found a sponsor.
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
