Brands
After Max, Sony comes out with branded postcards
MUMBAI: “The postal department has met Sony Entertainment Television half way to make it possible,” Maharashtra Circles’ chief post master general K Noorjehan was quick to offer. The occasion to inaugurate the special cover with cancellation and Meghdoot postcards marking the first anniversary of Sony’s flagship show Jassi Jaissi Koi Nahi.
Showering the show (Jassi…) with a liberal dose of praise, Noorjehan said that she had been flooded with numerous calls from media about the preferential treatment meted out to Jassi. Rightly so, as she and the speaker before her – Sony Entertainment Television India’s CEO Kunal Dasgupta – informed that the special cover with special cancellation was normally offered only to commemorate meretious services of over 50 years and above.
“Even to consider the proposal and to process the demand, the postal department requires one year’s time,” Noorjehan said. So what makes Jassi so special that she could jump the queue? “She rescued us from the weepy dramas. General masses like you and me can identify with her. She has shown us that its is not really important to be good looking but you can succeed if you have enough grit and determination,” she said.
The same sentiment was echoed by the Sony team and as executive vice president programming and response Tarun Katial put it in his inaugural speech, “One year already since we introduced the masses to this unlikely heroine with spectacles and braces. Despite being labeled an ugly duckling, she has shown the world that you can succeed just on merit with your grit, determination, intelligence and hard work.”
But hasn’t the show been slipping lately. “Not really. It is just a cyclic phenomenon. In fact, we have quite a few changes in the pipeline to pump in the vigour.” Although he said that Jassi won’t really be shedding her braces and spectacles soon, but viewers will witness a transformation in her attitude, Katial informed. “Plus we will have a climax to the current build up of the plot, where Jassi becomes aware of Armaan and his devious plots and falls in love with Purab,” he added.
What the show has offered to television besides a different storyline is a case study for marketing innovations.
“We get numerous phone calls every day from educational institutes, who want to speak to us about the effectiveness of the marketing innovation and the excellent adaptation,” DJ Creatives producer Deeya Singh said. But she did admit that the story wasn’t following the original very closely. “But it has worked wonders for the show. Look at the way Purab’s track has been accepted by the masses,” she argued.
A clear indication of the popularity of the show was the Centrium Auditorium at the World Trade Centre in Mumbai, where the press conference was held. Professionals working in the neighbouring offices were trying constantly to sneak in to get a peek of their favourite telly character.
And what did the star of the show Jassi aka Mona Singh have to say about it, “I am extremely honoured and deeply humbled.”
It needs to be noted here that in February this year, Sony’s sister channel Max had also introduced branded postcards wherein they had tied up with the Indian postal department. The post card, apart from carrying the Max logo, also promoted the 5 pm movies on the channel with a message: ‘Har shaam paanch baje dekhiye.’
Brands
Sealed with a Kiss Nykaa Posts Love at Palladium
Pink pop up at Phoenix Palladium runs 6 to 15 February 2026.
MUMBAI: Love is in the mail and this time it comes with lipstick. This Valentine’s season, Nykaa is swapping checkout counters for letter counters with the launch of its Nykaa Love Post Office, an immersive pop up at Phoenix Palladium Mall. Running from 6 February to 15 February 2026, the activation turns beauty shopping into something closer to a handwritten confession.
Set up opposite Uniqlo and next to PVR, the space trades bills for blush and parcels for poetry. Designed in soft pinks and Nykaa’s signature hues, the booth resembles a whimsical post office where shoppers can pen old school Valentine’s notes and drop them into a statement pink letter box at the centre of the installation.
From there, the brand plays cupid. The handwritten notes are paired with carefully chosen beauty gifts, transforming a routine purchase into a rom com style surprise.
The idea leans into the sentiment that Valentine’s Day is not reserved for couples alone. Visitors can write to a boyfriend or girlfriend, but also to a sibling, a best friend or a mother. A lipstick for your bestie, a glow kit for your partner or a self love treat for yourself all fit within the same pink envelope.
The pop up doubles up as a discovery playground, bringing together brands such as Nykaa Cosmetics, Nykaa Wanderlust, Kay Beauty, Dot and Key, Charlotte Tilbury, Supergoop, Sol De Janeiro, Tom Ford, Mac, e.l.f., YSL Beauty, Clinique, Laneige, Pixi and Wishcare. With heart motifs, dreamy décor and Instagram ready corners, the activation is as much about the picture as the purchase.
To sweeten the deal, Nykaa is offering Valentine’s exclusive Buy More Get More promotions, stacked discounts on existing deals and complimentary gifts on select purchases, nudging shoppers to indulge a little further.
Anchored in the theme This Valentine’s Day, Nykaa delivers love, the Love Post Office blends retail and ritual in a way that feels deliberately nostalgic. In a season dominated by instant messages and last minute deliveries, the brand is betting on the charm of pen, paper and a perfectly chosen beauty box.
For mall goers between 6 and 15 February 2026, the message is simple. Slow down, scribble something sweet and let love be posted the old fashioned way, with a little help from a pink letter box.
