Brands
Lubrizol gives its image a slick makeover after almost a century
MUMBAI: If your great-grandfather tinkered with car springs in his garage, you’d probably call him eccentric. When Lubrizol does it, it’s called groundbreaking innovation. Nearly a century after beginning life in a humble Cleveland garage, Lubrizol just decided it needed a bit of an upgrade—no, not another invention, but rather a snazzy new logo and a compelling new tagline. Clearly, even groundbreaking science can use a style refresh.
On 18 March 2025, Lubrizol unveiled its new brand expression, including a modernised logo and the imaginative tagline: “Imagined for Life. Enabled by Science” It’s like Lubrizol put on a sharp new suit, ready to confidently stride into the next hundred years of innovation.
Lubrizol president & CEO Rebecca Liebert shared the company’s excitement, “This exciting brand evolution reflects our Lubrizol brand promise, for all those we work with and all we enable. Our new tagline ‘Imagined for Life. Enabled by Science.™’ reflects the impact Lubrizol has on everyday life and the science that makes it possible. Our enhanced brand expression is backed by all the great things Lubrizol is revered for today, including our technical innovation, quality and collaborative partnership, delivered by an experienced and committed Lubrizol team.”
From leaf-spring lubricants in early automobiles to countless daily essentials used today—shampoo, running shoes, even clean drinking water—Lubrizol quietly enables everyday miracles behind the scenes. They’ve gathered thousands of patents over their impressive 97-year run. That’s more inventions than the number of times you’ve promised yourself you’d start exercising tomorrow.
“From the cars you drive to the shampoo you wash your hair with to the running shoes you lace up for your daily walk, most of the world’s population uses Lubrizol-enabled products dozens of times a day,” Liebert added. “The average person may not fully realize the impacts our science has on daily life, but it is undeniable. The world needs Lubrizol and our teams.”
Today, Lubrizol operates across more than 100 countries from over 50 sites, seamlessly blending local insights with global scale. It’s fair to say that their impact is as ubiquitous as your favourite social media app, only less addictive and infinitely more useful.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
