MAM
Adidas gets women up and running
MUMBAI: Adidas has launched a digital campaign with its digital agency Isobar. Titled #ItsOnYou, the core objective is to expand the brand’s community of runners, especially targeting women non-runners. While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion; Adidas came up with a digital film with a counterintuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run unless they want to.
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The goal of the film was to make women realise that no external motivation can drive them, nor can any excuse hold them back.
The campaign will be further propelled via a 360 degree initiative, digital and on-ground branding.
Adidas business unit head Sunil Gupta says, “The campaign echoes an urban dilemma of the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Through the film, we set out to showcase some of the thoughts people might have at the moment of truth, that metaphorical wake-up call which may spur us into action or lull us into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully,” he adds.
Isobar India national creative director Anish Varghese mentions, “In today’s busy lifestyle, it’s getting easier for people to find excuses whether it’s to run or not to run. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end, the onus is on you to get up and go for that run.”
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
