MAM
Budweiser Magnum Double Barrel Whiskey introduces new series ‘Crossover Conversations’
Mumbai: Magnum Double Barrel Whiskey is a true homage to the collaboration and exchange. The blended American whiskey is a cultural exchange between American Whiskey and the finest Indian Single Malt – making it a first-of-its-kind product for the Indian audience. Showcasing the brand’s innovative and original approach, Magnum Double Barrel Whiskey has launched its latest video series titled ‘Crossover Conversations.’ This series features homegrown, emerging artists sharing their journey and highlighting the ways their art and personal style is inspired by people, places whilst bringing to fore an amalgamation of different cultures, ideologies. The first video is a collaboration with the talented and multifaceted artist, Tribemama Marykali, also known as Anna Katharina Valayil. In the documentary-style video, Tribemama narrates how her music reflects the diverse cultural background she was raised in and the role it played in her creative journey.
Born into an Indian family with Malayali roots, Tribemama grew up in Nigeria and trained as a pilot in Bendigo, Australia. The video captures how her unique cultural background and global worldview had a profound impact on her music and lyrics. Drawing from her diverse experiences, Tribemama’s music incorporates elements of Kerala folk music, afro-reggae beats, hip-hop rhythms, and electronic music – resulting in a truly contemporary and eclectic sound. The fusion of these different genres and crossover of styles is what sets Tribemama apart from other artists in the industry, as she brings a new level of creativity, originality to her music.
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The collaboration between Tribemama and Magnum Double Barrel is a natural fit, as both share a passion of shattering norms, perceptions and pushing boundaries. Tribemama’s indigenous approach to music and art seamlessly aligns with Magnum Double Barrel’s ambition to offer a high-quality, inclusive, and distinctive product that appeals to whiskey aficionados and newcomers alike, breaking away from the stringent category codes associated with whiskey. The video emphasizes the importance of cross-industry collaborations and showcases the power of bringing together diverse perspectives and backgrounds to create authentic, relevant, and unique outcomes.
Budweiser associate director marketing Shiba Bhutani opined, “We chose to collaborate with Tribemama because she represents the very essence of disruption and originality that Magnum Double Barrel embodies. Her diverse cultural background and distinct approach to music and art perfectly align with our brand’s philosophy of fusing different cultures and flavours to create something truly novel and meaningful. Tribemama is an artist who pushes boundaries and dares to challenge conventions, and we are thrilled to join forces with her to bring a fresh perspective to the Indian whiskey market. Through this partnership, we aim to inspire others to break the mould and Make New Happen!”
This collaboration represents one of the many initiatives that the brand is embarking on to highlight the stories of trailblazers who are changing the game in their respective fields. The series is an exciting endeavour that seamlessly blends the worlds of whiskey and art in a fresh and invigorating manner.
Brands
Kaspersky and KidZania want Indian children to fight hackers before they hit their teens
Kaspersky and KidZania open a cyber investigation centre in Mumbai to teach children how to outsmart hackers
MUMBAI: India’s children are growing up online faster than anyone can protect them. Kaspersky, the global cybersecurity firm, is betting that the best way to fix that is to make six-year-olds feel like detectives.
The company has opened a Cyber Investigation Centre inside KidZania Mumbai at R City Mall, Ghatkopar, in what it is calling a first-of-its-kind cybersecurity role-play experience for children. Kids suit up in Kaspersky uniforms, sit down at dedicated workstations loaded with security software, and spend 20 minutes cracking simulated cases of phishing, identity theft and cyberbullying. Up to six children can play investigator at a time. Those who crack the case walk away with a personalised Kaspersky Cyber Investigator card — and a healthy suspicion of dodgy links.
The timing is not accidental. In India, 82.2 per cent of children have access to a mobile device by the age of 14. They use it to stream, game, chat and study. Most of them have never heard the word “phishing.”
“The earlier we equip children with the awareness and skills to navigate the digital world safely, the stronger our collective digital future becomes,” said Jaydeep Singh, general manager for India at Kaspersky. Tarandeep Singh Sekhon, chief business officer of KidZania India, put it more plainly: “Every parent today is thinking about how to prepare their child for a digital-first future.”
The partnership comes with commercial sweeteners. Visitors buying KidZania tickets get a complimentary two-month Kaspersky trial subscription. Annual pass holders get a full year’s subscription thrown in. Discount vouchers go out at the exit gates.
The launch ceremony leaned into KidZania’s theatrical DNA — a diya lighting, a dance performance, a key handover, a parade through the miniature city, and a ribbon-cutting at the new centre.
Cybercriminals, it turns out, do not discriminate by age. Kaspersky and KidZania are hoping that neither will the next generation of people trying to stop them.
