Brands
Flipkart partners Viacom18 for licensing global brands
MUMBAI: In a first of its kind partnership, e-commerce company Flipkart has inked a deal with Viacom18 for licensing three major international brands in India.
In a bid to offer Indian consumers authentic and branded merchandise, the Flipkart – Viacom18 collaboration will see the licensing of Teenage Mutant Ninja Turtles, Spongebob Squarepants and Peanuts for sellers in India.
According to Flipkart, this partnership provides a superior analytics system and tight control to help international brand kick-start their operations in India. Global brands are constantly looking to partner with the most competent manufacturers across categories, and Flipkart aims to become the licensing platform that connects these brands to the most deserving sellers in India.
Additionally, the company has expertise across more than 70 product verticals, which will allow it to offer these brands in a more innovative approach towards merchandising and sales.
With this, sellers will have the opportunity to create a better experience for buyers, by assuring them quality of authentic products and differentiating themselves from the clutter on the marketplace.
Flipkart vice president and head – seller ecosystem Manish Maheshwari said, “Through this online licensing concept, we want to simply this process by connecting brands with the top performing sellers on our platform, giving the brands the power to keep a track on the product sales as well as the quality.”
“It gives us great pride to introduce a concept like this for the first time in India where a global player can connect with Flipkart and have the product licensed across any number of sellers they want,” he added.
Flipkart is also looking to expand and extend its existing ecosystem by adding licensors on one side and high-quality sellers that are eligible to be licensees on the other side.
Brands
Kia India partners HYBE India for 15-city global girl group auditions
Automaker backs nationwide talent hunt with immersive Syros-led youth engagement
NEW DELHI: Kia India has partnered with HYBE India as the exclusive automotive partner for its first large-scale global auditions aimed at discovering India’s next international girl group.
The initiative will span 15 cities, combining on-ground and digital auditions to create a global pathway for young Indian talent. The collaboration blends entertainment with brand engagement, positioning the automaker at the centre of a youth-driven cultural platform.
As part of the rollout, HYBE India will bring its globally recognised artist development model to India, building on the legacy of HYBE, known for creating acts like BTS and KATSEYE.
The partnership will come to life through HYBE India Pop-Up Parks across cities, featuring the 2026 Kia Syros as a central attraction. A key highlight is the ‘Kia Engagement Zone’, an in-car content creation setup that allows participants to record and share performance videos, turning the vehicle into a creative studio on wheels.
Kia India senior vice president marketing and sales Atul Sood said, “Kia India’s collaboration with HYBE India reflects a shared understanding of how culture, creativity and youth aspirations are evolving today.”
HYBE India head of business development Sarthak Arora said, “This collaboration enables us to build a meaningful platform that helps unlock India’s potential on a global stage.”
The on-ground activations will begin in Guwahati on 2 May, followed by Mumbai, Pune, Hyderabad, Bengaluru and New Delhi, before expanding to other cities including Chennai, Ahmedabad, Kolkata and Chandigarh. Online auditions will run from 31 March to 31 July, extending participation to Indian talent worldwide.
With this move, Kia India is stepping beyond mobility to engage with youth culture and creative ambition, aligning its brand with a generation that values global exposure, identity and self-expression.
