MAM
BBC World launches multi media promo for Beyond The Boundary
It may be bad timing, but BBC World seems sure that the exercise will pay off.
Even as soccer fever builds up in the country, the channel has launched a multi media campaign to promote its 10 part series on cricket, ‘Beyond The Boundary’. BBC World Head of Marketing Jane Clancey says eye-catching posters will appear in Mumbai, Bangalore, Kolkata, Chennai and Pune.
A total of 75 hoardings will come up in the five cities, while a poster campaign began on 5 June, a day prior to episode 2 –India versus Australia 2001. The campaign, says Clancey, is planned to run till mid June. “We are strategically planning that the poster advertising will create the initial awareness and let viewers know the times and dates of the series. The poster advertising will be supplemented by a radio campaign,” she says.
Beyond the Boundary is a new ten-part series which highlights great moments from Indian cricket. Featuring exclusive interviews with Indian cricketing heroes past and present, Beyond the Boundary will present a unique record of Indian achievement on the field.
The channel has booked 240 20-second spots on radio channels in Mumbai, Bangalore,Delhi, Kolkatta and Chennai. Two different ads have been created, she says, one of which features the moment when India won the World Cup. “We have also produced a series of press adverts featuring the most exciting moments of the series. These will appear on June 6th, July 11th and August 1st in the Times of India and Business Standard,” says Clancey.
The channel is currently not looking at any cross promotions with other 
channels, she adds. While refusing to divulge details of campaign costs, Clancey says that ‘it is a comprehensive package that reflects the importance of the series and the Indian market.’
Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
