Brands
LML partners with former Harley Davidson manufacturing facility in India
MUMBAI : Laying the groundwork for a long-term future in the EV business in India, LML Electric on Thursday announced a strategic partnership with Saera Electric Auto, which formerly handled manufacturing for global major – Harley Davidson.
The company will use Saera’s facility located in the auto hub of Bawal in Haryana to produce its disruptive range of upcoming electric vehicles. “The highly advanced and innovative infrastructure of Saera, backed by its historical competence in manufacturing will now be leveraged to develop the much talked about and anticipated EV range of products from the LML electric stable,” the company said in a statement.
LML highlighted that it intends to build a future-ready manufacturing facility using Saera’s technology and processes. It termed the partnership as one of the first of many steps for LML to transition into a 100 per cent ‘Make in India’ company by end of 2025.
“The manufacturing plant, which spans 2,17,800 square feet and has a capacity of 18,000 units per month, is equipped with state-of-the-art infrastructure. It’s prior excellence in manufacturing for global behemoths would offer a distinct edge in streamlining, scaling up, and providing world-class quality assurance to LML, making this a very promising collaboration,” it said in the statement
LML CEO Yogesh Bhatia said Saera was the company’s first choice because it holds unparalleled expertise and reputation with some of the world’s premier auto brands. “With this alliance as we aspire to create a brand that is 100 per cent localised and has an impeccable quality assurance that is world-class. We foresee an immediate need for automakers to reduce their dependence on imports and build an infrastructure that is designed and capable to address the rapidly growing demand in India and the world over. We are confident that this partnership will be a stepping stone in our vision to redefine and reimagine the future of EV manufacturing in India to bring the country at par with global manufacturing standards.”
Brands
Beardo unveils new film for Godfather fragrance
Danish Pandor leads cinematic campaign spotlighting power and comeback narrative.
MUMBAI: Power doesn’t always shout sometimes, it just walks back in and takes its seat. Beardo has rolled out a new campaign film for its flagship Godfather fragrance, bringing a cinematic lens to one of its most recognisable products. The film stars Danish Pandor, fresh off his portrayal of Uzair Baloch, and leans into a narrative built on quiet authority, tension, and a long-anticipated return.
Set in an abandoned den with an unclaimed throne, the film unfolds through whispers and restrained drama, culminating in a reveal that favours presence over proclamation. The storytelling mirrors the positioning of the Godfather fragrance itself, an enduring bestseller in the men’s grooming category, known for its bold, woody-spicy profile and appeal across age groups.
Rather than opting for a traditional feature-led approach, the brand leans into mood and mythology. Pandor’s performance anchors the film’s central idea of an anti-hero reclaiming control, aligning with the fragrance’s identity as a symbol of dominance and self-assured masculinity.
Conceptualised by Beardo’s in-house team, the campaign has been released across Instagram and Youtube, reflecting a broader shift towards content that blurs the line between advertising and entertainment particularly for digital-first audiences.
The fragrance itself blends mint, lemon, geranium, vetiver, and musk, designed to be long-lasting and versatile. But the campaign makes it clear: this isn’t just about scent notes, it’s about signalling presence.
In a category crowded with claims, Beardo’s latest play doesn’t try to be louder. It simply leans into the idea that the real ‘OG’ doesn’t announce itself, it’s felt.
