MAM
LS Digital announces #ChallengeTheNow In:Sights series
Mumbai: LS Digital, an independent digital marketing transformation (DMT) company from India announced the launch of its first edition of #ChallengeTheNow In: Sights six-part series. In: Sights which stands for Industry Sightings, is a collation of industry insights and observations, designed for business leaders of all sizes poised to transform how we perceive and execute marketing in the era of digitally-empowered consumers. The series aims at enabling business leaders to take on change and drive their businesses into the future.
Recognising digital as the pivotal touch point in the consumer journey, brands need to undergo a transformative process to effectively engage this growing audience and remain adaptable in a dynamic business environment. Speaking at the launch LS Digital, CEO & founder Prasad Shejale said, “The In: Sights Papers consolidates our discoveries in key areas of the digital marketing transformation field. Each paper illustrates strategies for brands to connect with consumers at a deeper level.
#ChallengeTheNow serves as the catalyst for digital leaders to bridge the gap between conventional practices and transformative strategies – remapping and rewiring data, creativity, media, and technology fostering a comprehensive understanding of how to create impactful brand-customer experiences for the present and the future.”
This first edition of In:Sights series from LS Digital will be periodically released on its LinkedIn platform starting 18 December 2023 till 31 March 2024. Each paper will focus on how stakeholders can harness appropriate tools, systems, and models to achieve objectives such as strategising using AI, acquiring new customers, ensuring a seamless user experience resulting in positive brand customer experiences. These will be across the six-pillar DMT framework:
1. Technology & Innovations: A new, yet sure-footed imperative is the adoption of Ai to chart new Strategies, this paper intends to serve as a clarion call to help leaders embrace Ai in meaningful and measurable ways – elevate and personalise brand-customer connect.
2. Media: Businesses must embrace a media optimisation strategy, benchmark competition, and have an SEO strategy to cater to the right audience.
3. Customer Experience (CX): It is essential to have complete visibility of the consumer journey across all touch points. Businesses should know how to amplify, optimise, and personalise brand stories for positive end-user experiences.
4. Creative & Communication: This paper will uncover insights on effective brand communication and social media strategy, content strategy, personalisation, and the use of mixed formats to engage with digital audiences.
5. Data & Insights: Adopting a data-driven approach will allow business leaders to make more accurate and informed decisions. This paper will delve into the need for a data integration strategy, a consolidated view of user data, KPI monitoring, AI/ML evaluation and more.
6. User Interface/User Experience (UI/UX): This is an important aspect that entails customer journey mapping, a UI/UX audit, along with other strategies that ensure that consumers have a frictionless product experience.
Today, enterprises are at various stages of marketing and digital maturity, hence it is clear that there is no-one-size-fits-all solution. What enterprises require is a holistic reimagining of marketing transformation leveraging digital as a catalyst to reconfigure its marketing approach and leap ahead with confidence. In:Sights will empower business leaders with the knowledge about the resources required to acquire, engage, and retain consumers in a meaningful way.
MAM
Mountain Goat Adventure Festival 2026 kicks off with Kärcher
13th Winter Expedition conquers Leh-Ladakh, Himachal, Upper Mustang and Bhutan from 15–22 February.
MUMBAI: The Mountain Goat Adventure Festival just proved that even the Himalayas need a good scrub because when your 4×4 is caked in mud, snow and legend, only Kärcher gets the job done. The 13th Winter Expedition, part of India’s premier endurance-led automotive community event, roared to life from 15 to 22 February 2026. A disciplined convoy of off-roaders tackled high-altitude deserts in Leh-Ladakh, rugged Himachal ridges, hidden trails in Nepal’s Upper Mustang, and challenging routes in Bhutan.
This year Kärcher India joined as the official wash partner, bringing nearly a century of high-pressure cleaning expertise to the extreme environment. Alfred Kärcher invented Europe’s first hot-water high-pressure washer in 1950, and the brand now celebrating 90 years of innovation in 2025–26 remains the world’s best-selling pressure washer, certified by Guinness World Records.
In the frozen Himalayas, where mud, snow, slush and salt threaten mechanical failure, Kärcher’s machines stripped vehicles clean with precision. From 4x4s to adventure bikes and gear, the tech kept everything expedition-ready and looking sharp.
Mountain Goat co-founders Shashwat Gupta and Suraj Tayal said, “As we enter the 13th Winter Expedition in 2026, Mountain Goat continues to push boundaries across newer terrains and tougher conditions. Strong partnerships play a key role in enhancing the expedition experience. In environments where mud, snow, and slush are constant challenges, maintaining vehicles becomes essential not just for performance, but for pride.”
The collaboration highlighted a perfect match, Mountain Goat’s relentless drive to conquer unforgiving landscapes paired with Kärcher’s legendary ability to blast away the grit. In a festival where every kilometre tells a story, this year’s edition proved that the real adventure isn’t just reaching the peak, it’s arriving there looking like you never left the showroom.
