MAM
BUDWEISER 0.0 BRINGS HOME THE TROPHY TO CELEBRATE LIVERPOOL FC’S PREMIER LEAGUE WIN WITH FANS
NEW DELHI: Budweiser 0.0, an official partner of the Premier League, celebrated the historic victory of Liverpool FC, as they were crowned the 2020 champions, after 30 years. While the pandemic-induced challenges restricted fans from toasting the iconic win with the usual grandeur and silenced the otherwise roaring stadiums, Budweiser 0.0 stepped in to ensure fans across the country are presented with the opportunity to honour the much-awaited title in all its glory.
To facilitate this, 12 lucky winners, selected by Liverpool Fan Clubs across Mumbai, Delhi, and Bangalore, were granted exclusive Budweiser merchandise, and a chance to get their hands on a replica of the Premier League trophy, IRL. What’s more, supporters from across India also received special access, to commemorate the triumph in true Budweiser style, through a watch party in association with ace comedians and fans of the Reds: Anirban Das Gupta, Kumar Varun, and Rahul Subramanian.
The activation is rooted in Budweiser 0.0’s effort to ensure football enthusiasts in India experience the sport at its full potential – through avenues capture the imagination of fans and celebrate the passion for the beautiful game, surpassing boundaries and even physical distances. The virtual gathering made way for the fans of the game to cheer for the new Kings of England.
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MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
