MAM
Edtech major upGrad and Big Bang Music launch ‘#AageKiSoch’, an anthem to encourage young India
MUMBAI: upGrad, an online higher education company, and Big Bang Music, the new-age pop culture label, is driven towards creating unique musical expressions and experiences have come together to create what can aptly be called the upskill anthem of the nation. #AageKiSoch encourages the youth to spend this time at home productively and engage in activities that will upskill their existing knowledge base in order to prepare for the new world post the COVID-19.
Written by reality show ‘Dil Hai Hindustani 2’ winner Akshay Dhawan and composed by Shashwat Singh, whose melodies will be featured in AR Rahman's next movie ‘99 Songs’, this never-seen-before collaboration also witnesses leading singing star Jonita Gandhi, rapping for the first time. The music video consists of an ensemble star cast that includes Radhika Apte, Vikrant Massey, Naveen Polishetty, Anto Philip, Fatima Sana Sheikh, Shantanu Maheshwari, Rohit Raj, Aparshakti Khurana, Karan Tacker, Abish Mathew, Akansha Ranjan, Elnaaz Norouzi, and ‘Jordindian’ – Naser and Vineeth.
Link to the music videos:
Video 1: https://www.youtube.com/watch?v=k-Um4rDO9vE
Video 2: https://www.youtube.com/watch?v=X1zo4UrrBvI
Video 3: https://www.youtube.com/watch?v=1pd7l1IEiNQ&feature=youtu.be
Conceptualised by the higher education company upGrad to drive the productive habit of learning from home during quarantine and produced by Big Bang Music and KWAN, the partners have joined forces to bring together this eclectic mix of pop culture icons across film, music, corporate, TV and comedy for the upskill anthem. The three video renditions for the same song have been conceptualised, written, shot and edited in all of 72 hours, being directed remotely on video calls.
Big Bang Music CEO and co-founder Gaurav Wadhwa said: “These are unprecedented times and while it’s important to keep the spirit alive, it’s more important to gear up for the world to come because we all know there is light at the end of this tunnel. World over, life will now be viewed as before and after the virus – BC and AC will have a new meaning in ‘Before COVID’ and ‘After COVID’ and we need to prepare for that! At Big Bang, we truly believe that music unites like no other and no better time than now to encourage people to use this ‘forced’ time at hand meaningfully."
“Influencers are an integral part of any campaign, and more so today as they become custodians for keeping the morale high and mindset positive during the pandemic. We have carefully put together renowned and diverse names to be able to reach out to a large cross-section of people and encourage them to be productive while locked down in their homes. It’s been an amazing collaboration where an edtech major has chosen music as their preferred route of disruptive communication,” added Kwan founding partner and COO Dhruv Chitgopekar.
“While everyone is adapting to the new normal, it’s time we to be cautiously optimistic and look at the silver lining of the pandemic. With this upskill anthem, we want to encourage people to stay home and use the time meaningfully to enhance their skillset which otherwise would have parked in their to-do list. Preparedness for the coming economical storm is essential so that the youth and the working professionals can smoothly bounce back to their careers or make a new transition once we resume to our regular lives,” concluded co-founder and MD upGrad Mayank Kumar.
As a part of the campaign #AageKiSoch, influencers in the music video will tag their friends and urge them to "Bahar Nahi, Ab Tu #AageKiSoch" epitomising the future-forward thinking that, we need to do during the lockdown. The idea is to create a chain of audience propagating the message of strictly staying at home and using this time to upskill oneself with upGrad's educational programs in the areas of Data, Technology and Management.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
