MAM
Paisley Pop Shop expands film collaborations for 2026 slate
Three new film tie-ups follow Rs 112 crore success of Ek Deewane ki Deewaniyat
MUMBAI: Lights, camera… couture, because in hindi movie’s latest script, jewellery isn’t just worn, it performs. Luxury label Paisley Pop Shop is doubling down on its cinematic ambitions, confirming partnerships with three upcoming film productions slated for release in late 2026. The move comes on the back of the brand’s breakout moment with Ek Deewane ki Deewaniyat, which clocked a global box office haul of Rs 112 crore by early 2026. That outing, fronted by Sonam Bajwa, saw Paisley Pop’s designs become integral to character styling turning screen presence into a trend-setting moment off-screen.
For its next act, the brand is crafting bespoke heritage pieces for lead characters across genres, spanning period dramas to contemporary narratives. While film titles remain under wraps, the strategy signals a clear pivot: from product placement to narrative integration.
Alongside these collaborations, Paisley Pop is rolling out a limited-run “Film Edit” this April. The capsule includes the “Protagonist Series” featuring sculptural Polki sets designed for high-definition visual impact, and “Heritage Revival” pieces rooted in intricate Kundan craftsmanship both aimed at translating cinematic aesthetics into consumer wardrobes.
At the centre of this expansion is a growing emphasis on storytelling through design. The brand’s J&K artisan collective, which gained visibility through its previous film outing, continues to anchor this approach, blending traditional techniques with screen-ready scale.
What began as a styling experiment now looks like a structured play at the intersection of fashion and film. And if Paisley Pop’s trajectory holds, the silver screen may soon double up as its most influential showroom.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
