Brands
Girnar tea partners with Ajay Devgan for ‘Raid’
MUMBAI: Girnar Food and Beverages has joined hands with Ajay Devgn starrer upcoming Bollywood film Raid. Leading film marketing and brand alliance agency, Blue Bang Media & Entertainment clinched the plum deal bridging brand Girnar Tea and mass entertainer Raid.
Girnar Tea, a brand which started its journey four decades ago, now holds the reputation of being one of India’s finest tea brands, with a respectable name among tea connoisseurs across the globe. Its prime ethos rests on a yearning to promote and offer world class teas to its customers fuelled by a passion for excellence.
The deal entails a co-branded TV commercial that has been created to seamlessly merge the brand with the film, featuring the lead star of the film Ajay Devgn. The salient features of the brand inherently align itself to the central character of ‘Raid’ played by Ajay Devgn hence the association fructified. The TV spot spans over 20 seconds and will play out across leading media platforms.
Girnar Tea director Viduit Shah says, “An excellent fit between our brand and the character played by the star of the film Ajay Devgn in Raid attracted us towards the tie-up. Our TG of kadak-chai lovers look up to Ajay Devgn as a symbol of toughness and principles as portrayed in the film. Also, it was a great opportunity to reach our core target audience by aligning our brand with an entertainment platform.”
Blue Bang Media & Entertainment MD and CEO Vinay Punjabi adds, “The key objective for the brand Girnar was to engage with their core TG which is tea lovers through an entertainment platform that reaches out to a large audience base of similar demographics and psychological profiling. By associating with the Hindi feature film, Raid, Girnar Tea accomplishes its objective of connecting with its core TG through an entertainment platform that echoes the salient features of the brand.”
Raid is a thriller film produced by T-Series and Panorama Pictures, starring Ajay Devgn, Ileana DCruz and Saurabh Shukla in lead roles.
Brands
MakeMyTrip partners with OpenAI to boost AI-powered travel planning
Conversational AI now guides travellers from inspiration straight to booking
GURUGRAM: MakeMyTrip, India’s leading online travel company, has teamed up with OpenAI to bring a fresh twist to AI-driven travel planning. The collaboration integrates OpenAI’s APIs into MakeMyTrip’s app, making it easier than ever for travellers to move from chatting about dream trips to booking them.
The move centres around MakeMyTrip’s Myra interface, a GenAI trip planning assistant that now handles over 50,000 conversations a day in languages ranging from English and Hindi to Tamil, Telugu and Bengali. Myra helps travellers explore options, create itineraries and book flights, hotels and extras without the usual hassle of searching and filtering.
MakeMyTrip co-founder and group CEO Rajesh Magow said, “With OpenAI, we turn curiosity into confident decisions. When travellers start their journey through conversation, MakeMyTrip becomes a seamless extension of that discovery process. AI combined with our travel data makes it possible to deliver personalised, bookable options at scale.”
OpenAI managing director- international Oliver Jay added, “MakeMyTrip is showing how AI can make travel planning feel more like a conversation than a chore. Advanced AI isn’t just about back-end efficiencies, it’s about transforming the way travellers experience and engage with the platform.”
MakeMyTrip has long invested in AI across the travel lifecycle, from inspiration and discovery to booking and post-sales support. Nearly half of Myra’s queries now come from tier-2 and smaller cities, and voice interactions are booming outside metros, making AI travel assistance more accessible than ever.
With this partnership, MakeMyTrip is not just keeping up with AI trends, it’s aiming to lead the way, turning every traveller’s whim into a smooth, bookable adventure.
