MAM
Chaaipani to brew up brand buzz at Jagannath Puri Rath Yatra 2025
MUMBAI: Chaaipani has steeped itself into the grand spectacle of the Jagannath Puri Rath Yatra 2025, bagging the exclusive rights for advertising and brand activations at one of India’s most iconic religious gatherings, expected to draw over 15 million devotees.
As the official brand activation partner, Chaaipani will craft immersive brand experiences, striking a fine balance between spirituality and smart storytelling. From on-ground sponsorships to high-impact brand placements, the agency’s mission is to keep the sanctity of the event intact while ensuring brands resonate with the sea of devotees flooding Puri’s streets.
Set to roll out on 27 June 2025, the Rath Yatra will see the majestic chariots of Lord Jagannath, Lord Balabhadra, and Devi Subhadra embark on their legendary journey from the Jagannath Temple to the Gundicha Temple. For brands, this isn’t just a journey of faith—it’s a direct route to the hearts of millions, especially from India’s Tier 2 and Tier 3 cities.
Chaaipani founder Shruti Chaturvedi described the partnership as a privilege and a challenge, saying, “We are deeply honored to be entrusted with the advertising and brand activation for the Jagannath Rath Yatra 2025. This is more than just a festival—it is an embodiment of faith, devotion, and centuries-old tradition. Our goal is to create a respectful and authentic brand storytelling experience that enhances the Yatra for millions of devotees while preserving its spiritual essence.”
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
