Brands
Asian Paints turns ‘Mera wala blue’ into ‘Meri wali blue’ for women in blue
MUMBAI: Talk about a fresh coat of inspiration! Asian Paints has added a vibrant twist to its iconic Mera wala blue with the launch of Meri wali blue, a heartfelt campaign celebrating India’s women cricketers and the fans who bring the game to life from their living rooms.
Part of the brand’s ongoing Har ghar blue narrative, the new film beautifully captures how cricket, while played on the pitch, truly lives in Indian homes, in the cheers, emotions, and shared pride that colour every household blue.
Conceptualised by FCB Kinnect and directed by Good Morning Films, the film traces the journey of a blue jersey, from a tailor’s careful stitching to a young girl’s gleeful cry of “Meri Wali Blue” as she spots her hero Harmanpreet Kaur’s number on it. The message is simple yet stirring: India cheers for India Wala Blue.
The campaign extends Asian Paints’ deep association with cricket, following its smart integrations during the India vs England series and Asia Cup earlier this year. The brand has painted itself firmly into the nation’s sporting story. This time, by championing the rise of women’s cricket and the growing chorus of fans rallying behind it.
Asian Paints Ltd MD & CEO Amit Syngle said, “Cricket brings families, friends, and neighbours together. With Meri Wali Blue, we’re proud to celebrate India’s women cricketers, whose grit and grace continue to inspire millions.”
FCB Kinnect CEO Rohan Mehta added, “Building on an idea that’s shaped culture and giving it fresh relevance is powerful. With just one word, Meri Wali Blue carries hope and belief for generations of women athletes.”
As group executive creative director Yogesh Mani Pradhan put it, “It’s not just an ad, it’s a rallying cry for today, turning nostalgia into a new cultural moment.”
Brands
Uber launches hotel bookings feature in partnership with Expedia
From hotel bookings to room service at your door, the ride-hailing giant is making its boldest push yet into everyday life
CALIFORNIA: Uber is done being just a taxi app. At its annual GO-GET product event, the world’s leading mobility and delivery platform unveiled a sweeping set of new features designed to plant itself at the centre of how people travel, eat and shop, hotel bookings included.
The headline move is a partnership with Expedia Group that lets Uber users in the United States book hotels directly within the Uber app, with access to a catalogue that will eventually grow to more than 700,000 properties worldwide. Uber One members get 10 per cent back in Uber One credits on all hotel bookings and savings of at least 20 per cent on a rolling list of more than 10,000 hotels globally. Vacation rentals from Vrbo, Expedia Group’s home-rental brand, will be added later this year. The partnership is expected to expand beyond the United States. From June, Uber rides will also be integrated directly into the Expedia app, with push notifications sent to travellers ahead of hotel check-in to book discounted Uber rides for the duration of their stay.
Dara Khosrowshahi, chief executive of Uber, framed the expansion in terms of the modern condition. “Uber is becoming an app for everything, helping people go, get, and now travel all in one place,” he said. “We’re all living through a moment of real cognitive overload: too many apps, too many decisions, too much noise. At the end of the day, our job is to help people reclaim their time, spending less of it managing the logistics of life and more of it actually living.”
Ariane Gorin, chief executive of Expedia Group, struck a similarly ambitious note. “Travel should feel effortless, and this partnership gets us one step closer to offering a seamless traveller experience,” she said. “By connecting our two-sided marketplace with Uber, we’re bringing Uber rides directly into the Expedia app and Expedia Group’s lodging inventory into the Uber app through our Rapid API technology. Together, we’re helping travellers spend less time planning and more time enjoying the journey.”
Beyond hotels, the product announcements come thick and fast. Travel Mode, available within both the Uber and Uber Eats apps, offers curated recommendations on local favourites, tourist destinations, OpenTable restaurant reservations and on-demand delivery to hotel rooms. Uber One International means the membership programme now works globally, allowing members to earn credits on rides abroad that can be redeemed once back home. A new Shop for Me feature lets users request items from any store, even those not listed on the app. Eats for the Way allows riders in select cities booking an Uber Black or Uber Black SUV to have a drink or snack waiting for them in the car. Voice Bookings, powered by artificial intelligence, lets users book a ride conversationally, without touching their phone. And a redesigned One Search bar consolidates results for places, food and items across the entire Uber platform in a single query.
Uber has now logged more than 72 billion trips since it launched in 2010. The question it is now answering is what comes after the ride. The answer, apparently, is everything else. Whether users want a hotel in Paris, a coffee in the back of a car or a snake plant from the local garden centre, Uber would very much like to be the one to provide it. The app economy’s land grab has a new front-runner.
NOTE: The image used is AI generated and only for representational purposes.
