MAM
Budweiser Magnum Double Barrel Whiskey introduces new series ‘Crossover Conversations’
Mumbai: Magnum Double Barrel Whiskey is a true homage to the collaboration and exchange. The blended American whiskey is a cultural exchange between American Whiskey and the finest Indian Single Malt – making it a first-of-its-kind product for the Indian audience. Showcasing the brand’s innovative and original approach, Magnum Double Barrel Whiskey has launched its latest video series titled ‘Crossover Conversations.’ This series features homegrown, emerging artists sharing their journey and highlighting the ways their art and personal style is inspired by people, places whilst bringing to fore an amalgamation of different cultures, ideologies. The first video is a collaboration with the talented and multifaceted artist, Tribemama Marykali, also known as Anna Katharina Valayil. In the documentary-style video, Tribemama narrates how her music reflects the diverse cultural background she was raised in and the role it played in her creative journey.
Born into an Indian family with Malayali roots, Tribemama grew up in Nigeria and trained as a pilot in Bendigo, Australia. The video captures how her unique cultural background and global worldview had a profound impact on her music and lyrics. Drawing from her diverse experiences, Tribemama’s music incorporates elements of Kerala folk music, afro-reggae beats, hip-hop rhythms, and electronic music – resulting in a truly contemporary and eclectic sound. The fusion of these different genres and crossover of styles is what sets Tribemama apart from other artists in the industry, as she brings a new level of creativity, originality to her music.
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The collaboration between Tribemama and Magnum Double Barrel is a natural fit, as both share a passion of shattering norms, perceptions and pushing boundaries. Tribemama’s indigenous approach to music and art seamlessly aligns with Magnum Double Barrel’s ambition to offer a high-quality, inclusive, and distinctive product that appeals to whiskey aficionados and newcomers alike, breaking away from the stringent category codes associated with whiskey. The video emphasizes the importance of cross-industry collaborations and showcases the power of bringing together diverse perspectives and backgrounds to create authentic, relevant, and unique outcomes.
Budweiser associate director marketing Shiba Bhutani opined, “We chose to collaborate with Tribemama because she represents the very essence of disruption and originality that Magnum Double Barrel embodies. Her diverse cultural background and distinct approach to music and art perfectly align with our brand’s philosophy of fusing different cultures and flavours to create something truly novel and meaningful. Tribemama is an artist who pushes boundaries and dares to challenge conventions, and we are thrilled to join forces with her to bring a fresh perspective to the Indian whiskey market. Through this partnership, we aim to inspire others to break the mould and Make New Happen!”
This collaboration represents one of the many initiatives that the brand is embarking on to highlight the stories of trailblazers who are changing the game in their respective fields. The series is an exciting endeavour that seamlessly blends the worlds of whiskey and art in a fresh and invigorating manner.
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
