MAM
Electrolux launches promotion for the festive season
MUMBAI: To celebrate Diwali the festival of lights Electrolux Kelvinator has announced the launch of Tathasthu Baba.
This is a Diwali Scratch Card promotion. ‘Tathasthu‘ which is a Sanskrit word, literally signifies ‘granting of a wish’ and ‘Baba’ signifies ‘saint’. Therefore, Tathasthu Baba is that magical and mystical saint who has the power to grant everyone’s wishes. Through this promotion, Electrolux is bringing alive its brand proposition of making the dreams come true.
With the ‘Tathasthu Baba’ promotion, Electrolux is eyeing an overall sales growth of 40 per cent during the festive season. The company is also targeting to achieve over 300 per cent growth in microwaves category, 150 per cent growth in air conditioners category.
Electrolux has ear-marked heavy promotional spends to the tune of 10 per cent of the total festival turnover for the ‘Tathasthu Baba’ scratch card promotion. The marketing strategy encompasses both, a mass media campaign as well as ground level activations to create hype and excitement amongst the customers. This will be achieved through high frequency advertising backed up by in-shop promotions, radio contests, shopping mall promotions etc. The company will also explore micro marketing through SMS and e-mailers.
Electrolux has announced a prize with every purchase. Customers can try their luck and win prizes ranging from Hyundai Getz, Hyundai DVD players, Swatch wrist watches, Electrolux refrigerators, Electrolux washing machines, Electrolux split air conditioners and Electrolux microwaves.
In addition, the company will offer exchange prices on high end frost free refrigerators, fully automatic front loading washing machines and split air conditioners. Special prices would be offered on microwaves and semi automatic washing machines.
Electrolux Kelvinator MD Anirudh Dhoot said, “Electrolux is all about making your dreams come true. With the Tathasthu Baba promotion we will take our Sapney Nikhare, Jeewan Sawarey positioning to a new dimension. Our customers will be able to buy Electrolux products at dream prices and also have a chance to win prizes.”
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
