Brands
Noise wins best of IFA as Indian wearables brand takes Berlin by storm
MUMBAI: Noise, India’s leading connected lifestyle brand, has scored a global breakthrough at IFA Berlin 2025, one of the world’s largest consumer electronics showcases.
The homegrown firm unveiled its latest line of smartwatches and wearables, designed to rival global leaders, and walked away with Techradar’s coveted “best of IFA” award, a recognition shared by few Indian brands on the international stage.
“When a bootstrapped Indian company can stand shoulder to shoulder with global giants and be celebrated for innovation, it speaks volumes about the strength of Indian ingenuity,” said Noise, co-founder, Gaurav Khatri.
Founded as a bootstrapped venture and now backed by Bose as its first strategic investor, Noise has built its reputation on design, innovation and affordability. Its R&D arm, Noise Labs, is credited with several industry-first patents, while the brand also pushes domestic manufacturing under ‘Make in India.’
With leadership in India’s smartwatch market and now a global award under its belt, Noise is positioning itself not just as a national champion but as a serious contender in the global connected lifestyle ecosystem.
Brands
Davidoff appoints Ahaan Panday as first Brand Ambassador for India
Actor to front new chapter as brand launches Cool Elixir fragrance.
MUMBAI: Davidoff has just found its perfect new splash in India and he comes with star power and a cool, confident vibe. The iconic Swiss fragrance house has announced actor Ahaan Panday as its first-ever Brand Ambassador for India, marking a significant milestone in the brand’s journey in one of its most dynamic markets. Ahaan Panday, known for his fresh energy and strong connect with younger audiences, embodies the modern Davidoff man self-assured yet carefree, ambitious yet grounded. His appointment aligns perfectly with the brand’s “gentleman adventurer” philosophy of adventure, refinement, and living life with intensity.
Sharing his excitement, Ahaan said: “Davidoff is one of those brands I’ve always associated with memories growing up. Cool Water was probably the first perfume I ever tried. To now be named Davidoff’s first Brand Ambassador for India feels incredibly special. I’ve always seen Davidoff as a symbol of confidence and staying true to who you are.”
The collaboration coincides with the launch of Davidoff’s latest global fragrance, Cool Elixir: The New Oud Treasure. This bold composition reinterprets freshness with depth and intensity, featuring a noble oud accord layered with lavandin absolute and rose oxide.
For decades, Davidoff has enjoyed cult status in urban India. With Ahaan Panday now leading the charge, the brand is set to strengthen its cultural presence and connect with a new generation of fragrance enthusiasts through a more contemporary and relatable voice.
In the competitive world of luxury fragrances, Davidoff has made a splash by choosing a young, authentic Indian talent to carry its legacy forward. Expect the scent of success — because when Ahaan Panday teams up with Davidoff, the fragrance game in India is about to get even cooler.
