Brands
Indigo paints signs MS Dhoni as ambassador
MUMBAI: Decorative paint manufacturers, Indigo Paints, has signed MS Dhoni as brand ambassador.
The company has inked a deal with MSD for the next several years and plans to launch the advertising campaign on television, print and digital by August.
Cricketer and brand ambassador MS Dhoni says, “Very happy to be associated with a young and vibrant brand like Indigo Paints, which is emerging as a challenger to the established players. Reminds me of my early days, and would be glad to help the brand reach great heights.”
Indigo Paints MD Hemant Jalan adds, “Dhoni’s journey from a small town boy to a global icon is inspiring. Indigo’s journey is also similar to that of MSD. Hence we feel that MSD’s persona is an excellent fit for our brand. His appointment has been received with unprecedented enthusiasm within our sales team and the paint dealer community. We are confident of creating clutter-breaking ads using MSD, and getting a similar reaction from the end-consumers too.”
Indigo Paints has been in business since 2000 and has emphasised on launching new paint concepts for the consumer and invented paint categories which never existed before like Floor paints, Ceiling paints, PU Enamel, etc. This differentiation has helped Indigo Paints clock a CAGR of over 40 per cent over the last 10 years.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
