MAM
CenturyPly pledges towards a healthier life with their new campaign #HardcoreHappySoul
National : Pledging towards a healthier society, CenturyPly announced their digital campaign #HardcoreHappySoul on Facebook and Instagram. With this campaign, CenturyPly aims to encourage the fitness enthusiasts to get more people into the habit of fitness by motivating them to take up a 10 days challenge and thus working towards a healthier society at large.
CenturyPly believes that running has a very positive impact on the core of a person making him/her grow in confidence and being positive. It is crucial to have a hard core to become a happy soul and combat the menace of depression and anxiety, which are rapidly increasing. Running is gaining popularity by the day and has long term health benefits. It can improve health and reduce the risk of developing several diseases like type 2 diabetes, cancer and cardiovascular disease as well.
Therefore, with #HardcoreHappySoul campaign, CenturyPly is taking a conscious attempt to encourage and influence India to make fitness a habit, a choice for the betterment of their own self.
As a part of the campaign, CenturyPly is targeting Motivators to increase the habit of running by challenging them to be #HardcoreHappySoul through their Facebook and Instagram pages.
In order to be eligible for the competition
Motivators need to:
· Have to like the official social media pages of CenturyPly
· Share the link of new runners’ registration.
· Tag CenturyPly along with any number of people they recommend to take up the challenge of instilling running into a habit ( at least 1 km each day for 10 days)
The recommended New Runners need to:
· Register themselves with CenturyPly mentioning the details of their respective motivator.
· Post the screenshot of 1 km mileage for the next 10 days of registering in the campaign.
The campaign will be live from 11th December’2019 to 31st December’2019 and the last date for registering a New Runner is 22nd December’2019.
· 25 Motivators from across India with the most number of new runner registrations will get a chance to receive INR 5000 Paytm cash each.
· All the new runners, completing the 10 days challenge will get e-certificates from CenturyPly along with a chance to get featured on the company social handles.
· Amongst the total number of participants, 50 lucky winners, who will complete the challenge, will get a chance to get CenturyPly “Hard Core, Happy Soul” runners T-shirt.
On the launch of the campaign, Mr. Sanjay Agarwal, Managing Director of CenturyPly, said, “This is our humble effort to grow the number of people into the fitness tribe. After all, a fit nation is a hit nation. The aim for the campaign is to emphasize on the inner strength for a happier soul, which is synonymous with our brand values. At CenturyPly, we give paramount importance to the inner strength of our products that resonates through the beautiful exteriors. This similarity between the aim of the campaign and the core messaging of the brand is the primary reason for taking up this initiative in the first place.”
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.
