MAM
Citykart dials up the drama with a Hindi cinema summer fashion blockbuster
MUMBAI: Citykart has just dropped a summer campaign that’s got more drama than a daily soap and more flair than a 90s hero’s wardrobe. Aptly titled ‘Rang Aur Riwaaz,’ the campaign transforms its 137 stores into mini Hindi cinema sets, blending nostalgia, humour, and masala with big, bold value deals. And yes, there’s a Hindi cinema playlist too. If your retail therapy lacked entertainment, Citykart just changed the script.
On 24 March 2025, the brand launched its summer collection with an OOH blitz that screams ‘filmy fever’. Auto-hoods, billboards, in-store branding, and social media channels have all been swept into this cinematic storm. At the centre of it all? Irresistible offers like ‘BillBuster: Get Duffle Bag/Dry Iron/Water Jug Combo/Dinner Set @249’ and cashback on every purchase.
The star of the show isn’t just the clothes—it’s the campaign’s attitude. With cheeky lines like “Ja Simran Ja, Kar le shopping Citykart se”, the ads tap into Hindi cinema’s most iconic one-liners. Think retail meets reel life. The campaign, created by Citykart and executed by cloud-based agency Fatleg, aims to fuse cultural familiarity with design that pops louder than a Holi colour cannon.
“We are excited to launch this campaign, which ensures that every member of a family can embrace vibrant and budget-friendly fashion. Moreover, Citykart is dedicated to making fashion more accessible and a trendsetter for Gen Zs. This collection caters to the bold, expressive, and trend-conscious spirit of today’s youth. From street-style influences to Hindi cinema-inspired elements, we’re ensuring that Gen Z can step into summer with outfits that are Instagram-worthy and affordable,” said Citykart director Sudhanshu Agarwal.
Fatleg’s founder Anoop K Nair chimed in with equal enthusiasm, “We at Fatleg, had a great time working with Citykart on their summer campaign! Instead of using a traditional product shoot, we took a fresh approach by incorporating Hindi cinema inspired dialogues and popular memes, a format that instantly connects with the target audience. We were thrilled to bring Citykart’s vision to life. The real fun was seeing how well it resonated with the audience, making the campaign more engaging, relatable, and shareable within the industry.”
To keep the filmi vibe rolling, Citykart is pumping a specially curated playlist through stores, giving every shopper a chance to feel like the main character. Add top influencers and local celebs into the mix, and you’ve got a campaign that’s as shareable as it is shoppable.
Citykart isn’t just selling shirts and sarees. It’s selling nostalgia, drama, and the pure joy of shouting Yeh dil maange more while snagging a dinner set for under 300 bucks. Budget fashion just got a Hindi cinema reboot, and it’s playing near you.
Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
