Brands
Upsilon launches first retail store at Ahmedabad airport
Mumbai: Upsilon, India’s homegrown leading premium perfume brand, is elated to announce the opening of its first retail store at Sardar Vallabhbhai Patel International Airport. Enjoying the venue that is only given to premium brands in the airport, Upsilon has flagged off initially with their line of existing products for men.
Predominantly being a D2C brand since its inception last year, Upsilon has marked a substantial presence in the domestic perfume market. Its digital sales have been bullish month-on-month through its website and e-marketplaces partners including Amazon, Nykaa, Jio Mart, Flipkart, and others.
Having gained traction for its unique fragrances, the founders Neeraj Bhensdadia, Vatsal Vachhani, and Ravi Dadhaniya ideated to reach the vast untapped consumer base through the brick-and-mortar format.
Possessing a vision to provide the audience with a unique, premium yet cost-effective fragrance, the shop will soon see Upsilon’s new variants for men and an exclusive women’s fragrance range too.
The trio was poised on introducing perfumes reflecting reality and making one stand out for their individuality. With two-year-long in-depth research on the Indian perfume market, the brand launched three premium fragrances – Wild Blue, Golden Sand, and Shooting Star for men. These perfumes are curated specially for everyday events, sportswear, and party wear.
Upsilon co-founder Neeraj Bhensdadia said, “Having founded Upsilon just over a year ago, our first store at SVPIA at the International Departures gives us increased branding visibility to the Indian as well as foreign travellers travelling overseas to different locations. Ahmedabad being a key attraction sees many NRIs and foreigners from across the world to witness the city’s lively aura, culture, and food, among other attractions. We look forward to opening many more Upsilon stores in strategic destinations moving forward.”
Inspired by the Greek Alphabet, transliterated as ‘U’, Upsilon symbolises that the path ahead for everybody is two-pronged and it is up to them to take the one that will liberate them to achieve their goals. The handcrafted elixirs keep them reminded of their unique goals and fill them with confidence in their demeanour to achieve them steadily.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
