MAM
‘Jaldi Sukhe…Jaldi Sukhaye’ Welspun’s new home décor national 3D campaign mantra
Mumbai: Welspun a renowned global leader in home textiles, has launched a fresh and innovative national 3D campaign for its new Quick Dry Towels. The collection has an apt tagline – Jaldi Sukhe, Jaldi Sukhaye – and is aimed at today’s aspiring Indians seeking value and quality. The range of Quick Dry Towels is made of 100 per cent cotton, is long-lasting and has a colour-lock technology to prevent colour fading. The national campaign has been launched across various out-of-home media outlets in Mumbai, Pune, Delhi, Kolkata, Chennai, Ahmedabad, Bangalore, Cochin and other metro cities.
The creative 3D by OAP highlights the quick and efficient drying process by positioning a fan behind the towels to attract the attention of the ‘on-the-go’ consumer. Welspun, known for its inventive thinking, highlights numerous crucial components through its 3D visualizations. Instead of the traditional drying procedure of being placed either indoors or outdoors, the creative showcases the blue backdrop rays emerging from the fan to create an efficient drying process. The branding ‘quick dry’ is applied on the fan, aesthetically illustrating the underlying technology. Heat waves connected on both sides of the fan are additional features to demonstrate how quickly the towel material dries.
Welspun Domestic Business CEO Manjari Upadhye said, “Quick Dry is a unique feature that Welspun towels offer and it was important that the outdoor creative brought alive that benefit in a simple and attention-catching way. OAP has brought this alive well, and we believe this campaign would make the brand memorable in the consumers’ minds”
India’s leading home media specialist COO-BTL, OAP James Varghese stated, “The idea behind the campaign was to push our creative boundaries and bring out choice and value. The innovative phrase ‘Jaldi Sukhe..Jaldi Sukhaye’ caters to today’s consumers searching for quick cures even in home décor, and we want to carve out a position in that competitive field.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
