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Infinix Note Edge launches tomorrow with Yashasvi Jaiswal campaign
#WorldTakeNote film backs performance over hype as brand pushes AI-powered smartphone.
MUMBAI: Infinix isn’t waiting for the world to notice, it’s serving notice with a sharp new edge. The brand today unveiled the Note Edge, set to launch tomorrow, alongside a high-impact 77-second film featuring young Indian cricket sensation Yashasvi Jaiswal that captures its core mantra, performance over noise. The #WorldTakeNote campaign draws a clever parallel between Jaiswal’s rise from doubted talent to youngest Indian to score 1,000 Test runs in a calendar year before turning 23 and joint-fastest to 2,000 Test runs in 40 innings and Infinix’s own challenger story. It champions raw calibre, consistent delivery and letting results silence the doubters, rather than chasing headlines.
Jaiswal, now brand ambassador for the Note series, said, “I have always believed that hard work, preparation, and self-belief matter more than noise around you. Together, we are launching the Note Edge, which stands for performance, innovation and delivering real value to users. This collaboration reflects the same spirit that drives me on the field and that inspires me off it.”
The Note Edge arrives loaded with cutting-edge specs, Android 16-based XOS 16 for smoother personalisation and fluid animations, smarter AI features, India’s first MediaTek Dimensity 7100 SoC, ultra-fast charging, a sleek 7.2 mm design and a One Tap AI Button. Positioned as an all-round performer, it balances strength in design, display, power, camera and durability no single hero feature, just integrated everyday excellence for students, gamers, creators and ambitious first-timers.
Havas Creative India, MD & chief creative officer Anupama Ramaswamy summed up the vibe, “Gen Z doesn’t wait for the world to take note. They make sure it does… Yashasvi Jaiswal represents that spirit. A young talent who never waited for permission. Ambitious. Self-made. Slightly disruptive. Completely unapologetic. This campaign is built on one simple idea. When ambition meets expression and finds its edge, you don’t chase the spotlight. You become impossible to ignore.”
The phone will be available tomorrow on Flipkart, the official website and retail stores nationwide. In a market flooded with flashy claims, Infinix is betting the quietest way to stand out is to let the specs and Jaiswal’s straight-drive swagger do the talking. Whether you’re team cricket or team tech, tomorrow’s launch promises to give both a fresh reason to pay attention.
MAM
Shoppers Stop elevates Biju Kassim as GSS Beauty CEO
Move comes as GSS Beauty scales global brand partnerships in India.
MUMBAI: From store shelves to global shelves, the beauty game is getting a sharper makeover. Shoppers Stop has elevated Biju Kassim as managing director and chief executive officer of Global SS Beauty Brands Limited (GSSBB), signalling a stronger push into the premium beauty segment. The move builds on Kassim’s role in setting up GSSBB, a wholly owned subsidiary that has quickly positioned itself as a fast-growing distribution platform for global beauty brands in India. The unit has been central to Shoppers Stop’s ambition of expanding its footprint in the high-margin beauty and luxury categories.
Chairman Nirvik Singh noted that Kassim’s experience across the beauty ecosystem and his understanding of premium and luxury consumers would help steer the next phase of growth. The focus, he indicated, will be on sharpening the company’s beauty portfolio and scaling partnerships with international brands.
Kassim, for his part, steps into the role at a time when India’s premium beauty market is undergoing rapid evolution, driven by rising consumer aspirations and increased access to global labels. He highlighted that GSSBB will remain a key strategic pillar, with an emphasis on expanding brand partnerships, enhancing consumer experiences and driving growth across markets.
As global beauty brands continue to eye India as a high-growth destination, Shoppers Stop’s bet is clear: owning not just the shelf, but the entire beauty ecosystem behind it.
