MAM
Hindware Kitchen Ensemble introduces MaxX Safe technology in its new spot
NEW DELHI: Somany Home Innovation, makers of ‘Hindware Appliances’ and one of the leading players in auto clean chimney segments in India, has introduced its breakthrough technology and design innovation with the new TV campaign for Adonia Hob with MaxX Safe Technology. Ahead of the festive season, Hindware brings to its customers another innovation in its range of hobs in the form of the Flame Failure Device (FFD). This device automatically cuts off the gas supply whenever there’s an accidental leakage, when the flame goes off.
Conceptualised and created by DDB Mudra, the TVC brings back Neha – a smart and modern woman – and her snooping and gossipy neighbour Evilika who were part of last year’s TVC as well. Neha is shown boiling the milk over the hob just as Evilika enters and starts gossiping. However, she gets distracted by Neha’s new stylish Hindware Hob and is shown getting curious and jealous about the new appliance. She fidgets with the knobs but is surprised to note no leakage of gas. On closer examination of the hob – as Neha steps asides – Evilika marvels at the new Flame Failure Device.
The campaign aims to highlight the MaxX Safe technology which prevents the gas leakage in case the flame gets off while the knob is in the ON position. The TVC emphasizes on the dual convenience that the Adonia Hob provides – handiness in cooking and safety from fire-related mishaps and not to forget the appealing aesthetics of the hob.
With this TVC, Hindware Kitchen Ensemble is taking a 360-degree marketing approach for the coming festive season. The campaign will be present across various platforms such as electronic, print & digital. For a wider reach, the TVC will be aired on key regional channels in languages like Bengali, Kannada, Tamil, and Telugu including prominent News channels.
Somany Home Innovation CEO & whole time director Rakesh Kaul said, “Designed for modern-day homes, Hindware Kitchen Ensemble, one of the leading players and trusted brand in the consumer appliance category aims to grow the business manifold. It offers top-of-the-line products to Indian consumers. It helps our customers adopt a comfortable, luxurious and sustainable lifestyle while fostering innovation”.
Kaul further added “We received an overwhelming response to the TVC for Titania series and we decided to bring back the creativity to underscore the innovation in form of the Flame Failure Device in the hob series. This is a revolutionary addition to our range of hobs and a testament to Hindware’s legacy of creating symbiosis between consumer requirements and superior technological solutions. With the Adonia series we aim to endorse a safe and hazard-free environment and encourage the consumers to cook with the MaxX Safe Technology.”
DDB Mudra spokesperson from said, “This Hindware HOB is a state-of-the-art kitchen appliance for users with an essential safety feature. The team has tried to create a realistic kitchen scenario in the story which revolves around the product and its main feature – Maxx safe technology.”
Brands
International Women’s Day ’26:Â The rise of self-purchased jewellery among working women
By Trisha Paul, head of merchandising, Kisna
MUMBAI: You know that feeling when you buy something with your own money for the first time? Not the first time ever, but the first time with money you actually earned, for something entirely, unambiguously yours.
Fine jewellery has always been given. At weddings, at festivals, at milestones on someone else’s timeline. What is changing is that a growing number of women are buying it for themselves, to mark moments they defined. The question is no longer whether to do it. It is how to do it well.
For women in the early years of a career, a first piece can cost well under Rs. 1 lakh. Many cost a fraction of that. What matters is choosing for your life, your wardrobe, and the milestone you are marking. The woman buying for herself today wants something that works with her life every day, not just for a special occasion. She is thinking about longevity, about versatility, about what still feels right in five years. That shift has changed the entire conversation around what accessible fine jewellery needs to be.
The First Step: Daily Dainty Diamond Neckwear
The right first piece isn’t the most expensive one you can afford. It’s the one you’ll actually wear. A delicate diamond pendant or a fine diamond necklace in 9KT, 14KT, or 18KT gold hits that sweet spot: understated enough to feel effortless, special enough to feel like you.
You’ll reach for it on Monday mornings and Friday nights without a second thought. It works with almost everything in your wardrobe, and over time, it becomes less of a purchase and more of a constant, something that quietly holds both meaning and value.
A Reliable Classic: Diamond Studs That Hold Value
A pair of well-sourced diamond studs in 18KT or 14KT gold is as close to a guaranteed wearable asset as fine jewellery gets. Round brilliant cuts hold their appeal longer than more fashionable styles and resist the ageing effects of trend. Look for independent grading documentation when you buy. The difference it makes to what a piece is worth at exchange is significant, and it is a straightforward thing to ask any reputable retailer for.
Building a Collection That Marks Your Milestones
For women who would rather accumulate meaning incrementally, stackable rings are the most satisfying category. A plain gold band for the first salary. A diamond-set ring for the first promotion. Another for the move or the launch. Each band is its own modest commitment. Together they become a record, worn on your hand, of everything you have done.
Starting Small: Savings Plans and Digital Gold
Not every first purchase needs to be immediate. If you prefer a value-driven approach, begin with a jewellery savings plan from a credible retailer. These plans typically allow you to set aside a fixed monthly amount for 10 months, with the retailer contributing an equivalent 11th month that can be redeemed toward a diamond jewellery purchase. For those who would rather build value gradually and with greater flexibility, digital gold offers another route. It allows you to accumulate gold in small increments online and redeem it against physical jewellery when you are ready. The habit of building towards something is often more valuable than the thing itself.
The Bigger Picture
Fine jewellery in India has always told stories. For a long time, those stories were written by someone else. The piece you buy with your first salary is a story you are writing yourself. It does not need to be expensive to be meaningful. It needs to be right for your life, and bought because you decided it was time.
