Brands
Madison Media and PMG consult Polycab India to become the official partner for ICC
Mumbai: India’s electrical goods company, Polycab India, has become the official partner of the International Cricket Council (ICC). Madison Media and Professional Management Group (PMG) consulted Polycab on this deal. Both Madison Media and PMG are part of Madison World, India’s homegrown communications network.
ICC and Polycab’s association begins immediately and will cover all major ICC men’s and women’s events until 2023. This includes the ICC Women’s T20 World Cup in 2023, which will take place in South Africa; the ICC Men’s World Cup 2023, which will be held in India; and the ICC World Test Championship 2023, which will be held in England.
For the first time in the tournament’s history, the association will culminate in the 2023 ICC Men’s World Cup, which will be hosted exclusively in India. Through this partnership, Polycab will aim to deepen its engagement with their existing and future customer’s and drive the message ‘We Innovate for a Brighter Living’. All communication throughout the tournament will focus on its innovative, safe and energy efficient products, build customer and influencer awareness and engagement.
ICC Cricket World Cups are the biggest events in cricket and Indian fans will have the chance to witness the action first-hand after the win in 2011. By connecting through a sporting event that has global fans who love and adore the sport, Polycab will be able to reach and connect with over 1.5 billion new people around the world.
On this announcement, Polycab India president and chief marketing officer Nilesh Malani said, “It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council. The game is a passion for millions of fans worldwide and being driven by the same philosophy, we at Polycab understand the importance of connecting with our customers through their passion. We are happy to collaborate with Madison Media and PMG and leverage their unique strengths to deliver outstanding results for Polycab”.
“As Polycab embarks on a journey to build a mega brand in India, it has taken the right step of building a deeper association with cricket. Ground sponsorship of ICC events create a certain aura for the Brand. And this year the ICC Men’s World Cup will also be held in India, which will increase the interest of Indians in the tournament. I have no doubt that Polycab will gain deeply by becoming the official partner of ICC”, commented Madison world chairman Sam Balsara on this association.
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.
