MAM
IIGC turns up the volume with ‘IIGC Talks’ podcast debut
MUMBAI: The Indian Influencer Governing Council (IIGC) has officially entered the chat, with the launch of “IIGC Talks,” its brand-new podcast studio designed to host open, unfiltered conversations about India’s fast-evolving creator economy.
The series kicked off with a bang, featuring India’s gadget guru, Rajiv Makhni, in a candid conversation with Sahil Chopra, chairman of IIGC. In the debut episode, Makhni dives into what it really means to be authentic in a world where likes, views and brand deals often collide. Within a day of its release, the episode racked up over 1.5 lakh views on Youtube.
“In a time when everyone has a voice, the real challenge is knowing which ones to trust,” said Makhni. “If a collaboration forces you to compromise your honesty, the collaboration has already failed. Audiences are sharper than we think, authenticity travels further than any campaign spend.”
The episode doesn’t shy away from the tough questions either, tackling topics like whether brand partnerships can coexist with unbiased reviews and if the rise of ‘defluence’ signals a new era of selective influence.
According to Sahil Chopra, “IIGC Talks isn’t about promotion or praise, but about clarity. The creator ecosystem is maturing, and it deserves real dialogue, not just spotlight moments. Rajiv has set the perfect tone: sharp, honest and rooted in experience.”
The discussion marks a shift in India’s digital landscape, where impact now trumps follower count, and authenticity replaces clickbait. With initiatives like IIGC Protect and The Code of Standards for Brands, the council continues to champion governance, transparency, and creator well-being.
With “IIGC Talks,” the council turns conversation into action, and brings the mic to those redefining influence in real time.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
