Brands
Hyatt Finds its star in Karisma Kapoor
MUMBAI: Looks like luxury just got a little more Karisma! Hyatt has launched its latest World of Hyatt campaign in India, starring Hindi cinema icon Karisma Kapoor, inviting travellers to discover a world where loyalty isn’t just rewarded, it’s recognised and felt.
Rooted in Hyatt’s purpose of caring for people so they can be their best, the campaign celebrates the World of Hyatt as more than just a loyalty programme. It’s a global community that turns every stay into a personal story, offering guests everything from free nights and upgrades to experiences that feel uniquely their own.
“In a world where travel can feel impersonal, World of Hyatt stands apart for the way it makes people feel,” said Hyatt India & SWA regional vice president – commercial Kadambini Mittal. “Welcoming Karisma Kapoor allows us to express our purpose of care in a way that’s warm, relatable, and inspiring. This isn’t just a campaign, it’s an invitation to belong.”
Radiating her signature charm, Karisma Kapoor shared, “I’m thrilled to be part of a campaign where personalised care meets unforgettable experiences. It’s more than a stay, it’s about creating moments that feel like home, wherever you are.”
The campaign, now live across digital, social, and offline platforms, captures the heart of modern travel, luxury that listens, recognises, and remembers. With Kapoor as its muse, Hyatt isn’t just promising a room; it’s promising a feeling.
Brands
Kansai Nerolac tests paint in stratosphere for durability proof
Excel Everlast sent to 86,000 ft, survives -64°C and extreme UV exposure
MUMBAI: If walls could talk, this one would say it’s been to space and back. Kansai Nerolac has taken product testing to dizzying new heights quite literally by sending its exterior paint into the stratosphere in a bid to prove durability beyond the lab. In what the company calls a first for the Indian paint industry, a stratospheric balloon carried a payload coated with its Excel Everlast paint to an altitude of 86,000 feet above Earth. Up there, conditions are less “extreme weather” and more “near space”: temperatures drop below -64°C, ultraviolet radiation hits unfiltered, and atmospheric pressure is only a fraction of what it is at sea level.
Most materials struggle to survive such a hostile environment. This one didn’t. According to the campaign, the painted surface returned intact no visible damage, no compromise effectively turning a marketing claim into a high-altitude experiment.
The initiative, conceptualised by ULKA, moves away from simulated lab tests to something far more theatrical and verifiable. The campaign film documents the entire journey, positioning the exercise as proof rather than promise.
The test also doubles as a showcase for the Excel Everlast range, which includes features such as nano-silica-based protection, 30 per cent higher toughness and crack-bridging capability, along with a 20-year warranty claims now dramatised under conditions few buildings will ever face.
For Kansai Nerolac, the stunt is less about spectacle and more about signalling intent: in a category often dominated by functional messaging, it’s an attempt to turn durability into something tangible and memorable.
Because when your paint survives near-space, the neighbourhood monsoon suddenly feels like a very small test.
