MAM
Cylndr India delivers CGI TVC for Boroplus Soft launch
MUMBAI: Winters are synonymous with cozy sweaters, warm beverages, and, yes, dry skin woes.
But this year, Boroplus is ditching the mundane for the magical.
The iconic winter trusted skincare brand has teamed up with Cylndr India—an advertising and digital storytelling production studio run by CEO Umesh Bopche — to unveil its Boroplus Soft moisturising cream in a way never seen before. With a stunning CGI-driven campaign, the duo has transformed a winter essential into a vibrant visual masterpiece, proving that skincare can be as fun as it is functional.
Who knew moisturising could steal the spotlight this season?
Using advanced CGI techniques, the video brings the product and its natural ingredients to life, creating a vibrant and seamless visual story. The film highlights the cream’s transformative moisturising properties while showcasing Cylndr’s technical precision and creative prowess.
For this project, the concept note came directly from Emami, and Cylndr’s in-house team of over 50 skilled CGI and VFX artists delivered an immersive and interactive experience aligned with the brand’s vision.
Harbouring a robust portfolio, Cylndr India has produced content for leading brands like Samsung, Nippo Batteries, Rollick Ice Creams, Evocus, Linc Pen, and Luminous Solar. It integrates the latest animation tools and artificial intelligence into its production process.
The Boroplus Soft project represents Cylndr’s commitment to impactful storytelling and cutting-edge visuals.
Watch the CGI film here: Cylndr India
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
