MAM
Mahindra & Mahindra says thank you to #WarriorsOnWheels
MUMBAI: Mahindra & Mahindra, one of India’s largest automobile makers, collaborated with DDB Mudra Group to create a heart-warming film as a tribute to all the individuals who are helping India by transporting essential goods and services.
Understanding the changing consumer behaviour in response to COVID-19, the film is based on the insight that with the lockdown continuing, seeing these individuals who provide essential services to our people and communities is reassuring for many people. Watching the milkman deliver in the wee hours of the morning or a grocery shop-owner opening his shutters, even from a person’s window helps create a sense of stability amid this uncertainty.
The film is a tribute to these warriors who are braving it out, to make our lives easier and more comfortable. While personal vehicles are stranded at home, commercial vehicles have taken the load of providing essential services such as groceries, vegetables, milk, LPG, waste management and more. With these key services in place, it is enabling successful implementation of ‘Stay at Home’ during the COVID-19 pandemic.
The film thanks these #WarriorsOnWheels who keep India moving, even while it seemingly stands still – “Ye desh abhi ruka nahi hai”.
Link: https://youtu.be/F8i3goanFdk
Talking about the campaign, Mahindra and Mahindra VP marketing–automotive division Vikram Garga said, “During these unprecedented times, everyone has been confined to their homes. But even during this lockdown, there are people out there, who without worrying about themselves are catering to all our essential needs to drive the positive change. This is true Rise. We wanted to express our gratitude to these unsung heroes for their courage during these difficult times."
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
