MAM
Lenovo collaborates with Abish Mathew for a tech-powered Millet Revival
Mumbai: Lenovo has released an insightful and light-hearted video, called Millet Masters, featuring stand-up comedian Abish Mathew. The short film aims to create awareness around a technology-powered millet revival initiative and food revolution taking place in Kathalloor, Kerala, under Lenovo’s Work For Humankind initiative. This project shines a spotlight on stories of local farmers who are revolutionising the millet economy through Lenovo’s smarter technology and support from student volunteers.
Taking the audience on a journey to discover Kanthalloor, regional millet production, and how millets go from field to food, the short film follows Abish Mathew as he seeks out student volunteers and 25 local millet farmers, whom he calls ‘millet masters.’ Mathew learns about the local millet revolution taking place and witnesses first-hand the positive role that Lenovo’s technology has played in empowering farmers to progress their farming practices, improve yields, and grow profitability. Ending on a message of hope, the short film concludes with Mathew revealing that local efforts have already more than doubled the variety of millets grown regionally, from two to five varieties, and he encourages viewers to learn more about millets.
As part of the Work For Humankind project, Lenovo has also partnered with a number of other influencers to raise awareness for millets as a nutritionally rich food source and as part of its mission to create a more robust marketplace for the crop.
“At Lenovo, we believe in building a more equitable and sustainable world for all by using our smarter technology to empower local communities for positive change,” said Lenovo vice president and chief marketing officer of intelligent devices group and international markets Emily Ketchen. “That belief is at the heart of Lenovo’s Work For Humankind India project, and why we’re collaborating with Abish Mathew to shine a spotlight on the stories of local farmers on a mission to start a millet food revolution. This is a remarkable example of people, communities, and technology coming together to help revive a once disappearing grain, raise awareness around millet cultivation, and ultimately make millet farming more commercially viable for the farmers of Kanthalloor.”
Watch Lenovo’s ‘Millet Masters’ short film featuring Abish Mathew here:
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
