Brands
Akshay Kumar’s force IX witnesses the biggest launch on Myntra’s M Live
Mumbai: Bollywood actor, Akshay Kumar engaged in a live interactive session with Myntra’s customers, his fans, through M Live on 26 January, as a part of the launch of his apparel brand force IX, on Myntra. The live session was undertaken by Kumar to introduce his brand under one umbrella and was simulcasted across Myntra’s, Kumar’s and Force IX’s Instagram handles, apart from Myntra Studio.
The session attracted seven lakh viewers making it one of the biggest live launches for a fashion brand in the country. Kumar’s latest venture, Force IX’s collection consists of smartly designed durable, economical and functional fashion staples inspired by the popular actor’s iconic no fuss yet dapper sense of style.
The M Live saw the actor turned entrepreneur talk about his connection with force IX and his deep involvement with the brand, while going over his favourite t-shirts from the launch, which sported a raw neck detail, while maintaining both a rugged and minimal look. The session also showcased force IX essentials and athleisure wear while also discussing the subtle yet prominent print details, oversized fits, earthy tones and superior fabric quality.
During the session, Kumar explained how force IX was not just a clothing brand for him, elucidating that he was deeply involved in the end-to-end brand and product ideation process, paying keen attention to the quality, detailing and envisioning each product on himself, before adding it to the brand’s collection. He also went on to reveal the reason behind his habit of pulling up his track pants on one leg, a thing from his days in martial arts that helped him deliver good kicks. The session came to a close with the top 3 spenders from the live audience being rewarded with a special goodie bag of force IX merchandise, signed by Kumar himself.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
