Brands
Baggage claim to fame as Safari and Boat launch trackable luggage
MUMBAI: No more baggage blues Safari’s latest launch ensures your luggage never goes off-track, even if your flight does. In a first-of-its-kind travel tech collaboration, luggage major Safari has teamed up with Boat to launch Safari Trackr, a Bluetooth-enabled, smart luggage range designed to take the anxiety out of airport chaos. Debuting during Amazon Prime Day, the collection blends boAt’s tracking tech with Safari’s trusted build, offering stylish peace of mind starting at just Rs 4,499.
Whether your suitcase has taken a detour to a different carousel or vanished into a hotel lobby’s backroom, Safari Trackr ensures you’re not left wondering where your life-in-a-bag has gone. Equipped with Boat Tag, powered by Bluetooth Low Energy (BLE), the luggage range works seamlessly with both iOS and Android devices, letting users track their bags in real time no matter where they are in the world.
The campaign’s tagline, “Your Safari Got Safer,” captures the pitch-perfect blend of reliability and innovation. Told through two witty digital films, the campaign spotlights those all-too-familiar travel fiascos swapped bags, forgotten check-ins, and suitcase slip-ups juxtaposed with the smooth, in-control experience of a tech-savvy traveller.
The range comes in three sizes Cabin, Medium, and Large and three colours: Signature Black, Blue, and Green. Crafted from 100 per cent polycarbonate and strength-tested, the bags are built to last and be found.
“People don’t just carry luggage, they carry their life,” said Safari Industries MD Sudhir Jatia. “Safari Trackr is our answer to the very real fear of losing that life in transit. With Boat as a tech partner, we’ve created a solution that’s smart, stylish, and simple.”
Boat CEO Sameer Mehta added, “We’re bringing Boat Tag tech to something deeply practical keeping your belongings safe, visible, and connected. This partnership solves a real-world problem at scale.”
The product will be available across India through Amazon, with the e-commerce giant promising fast delivery to 100 per cent serviceable pin codes. Amazon director of fashion & beauty, Siddharth Bhagat noted, “This collaboration is all about innovation and everyday utility. It’s a fresh take on what luggage can be.”
With 330 plus service touchpoints and free installation in metros (plus virtual support for remote areas), GRIPIT’s servicing model adds another layer of ease to an already impressive offering.
Safari Trackr doesn’t just hold your belongings, it holds your trust. In a world where travel is unpredictable, at least now your luggage won’t be.
Brands
ABD Maestro bags Distiller of the Year at Icons of Whisky India 2026
ARTHAUS campaign win adds sparkle as firm marks first anniversary
MUMBAI: ABD Maestro Pvt. Ltd., the super-premium and luxury spirits arm of Allied Blenders & Distillers, has been named Distiller of the Year at the Icons of Whisky India Awards 2026, capping off a milestone first year for the company.
The recognition comes as ABD Maestro completes one year of operations, having built a portfolio of ten brands across categories and expressions, in line with rising consumer appetite for premium, globally benchmarked spirits.
Held in Gurugram, the 15th edition of the Icons of Whisky Awards honoured excellence in innovation, craftsmanship and leadership across the whisky industry. ABD Maestro emerged as the only Indian company to win the title alongside six international players, underscoring its growing global standing.
Adding to the wins, ARTHAUS Blended Malt Scotch Whisky was awarded ‘Campaign Innovator of the Year’, highlighting its differentiated positioning and engagement strategy in India’s competitive premium Scotch segment.
ABD Maestro Pvt. Ltd. managing director Bikram Basu said, “India’s super premium whisky landscape is evolving fast with consumers showing a clear preference for globally benchmarked expressions. Being named ‘Distiller of the Year’ in our first year, and as the only Indian company recognised alongside international players, is a defining milestone.”
He added that the recognition reflects the strength of the company’s portfolio and its commitment to craftsmanship, innovation and quality.
The twin honours mark a strong start for ABD Maestro, reinforcing its ambition to shape India’s luxury spirits landscape while strengthening the country’s presence on the global whisky stage.
