MAM
Mahindra, Santanu Hazarika & Nought One collab to showcase XUV 3XO inspired streetwear collection
Mumbai: Mahindra & Mahindra Ltd, India’s leading SUV manufacturer, has teamed up with artists Santanu Hazarika and Abhishek Paatni of Nought One to showcase a streetwear collection that draws inspiration from the design and colours of the Mahindra XUV 3XO. The collection was introduced at the XUV 3XO ‘Tech Fashion Tour’, an exhibit property, held in Mumbai, showcasing Mahindra’s innovative approach to connecting with new-age customers.
Design elements from the XUV 3XO, like its distinctive diamond inserts and logo, have been creatively adapted into the apparel, linking the pieces directly to the SUV’s aesthetic. This collection is targeted to attract young consumers who appreciate both modern fashion and innovative car design.
Mahindra & Mahindra Ltd chief design and creative officer Pratap Bose said, “Today, we are excited to showcase a collection that brings together our passion for innovation across our authentic SUV range with the dynamic world of fashion. The new XUV 3XO is the latest expression of Mahindra’s HEARTCORE Design philosophy. Designed to stand out from the crowd, the XUV 3XO takes the premium compact SUV to new heights of design, technology, and innovation. This collection not only reflects the bold and distinctive features of the XUV 3XO but also complements the lifestyle and values of our younger consumers. Through this collaboration with Santanu and Nought One, whose work is always at the cutting edge of design and fashion, we are reaching out to new audiences and exploring new forms of expression.”
Santanu Hazarika and Abhishek Paatni said, “We are thrilled to partner with Mahindra on this unique project. This collaboration with the XUV 3XO is a perfect blend of our streetwear aesthetic with the standout design of this modern SUV. It’s an exciting challenge to translate automotive innovation into fashion, and we believe our customers will appreciate the creativity and authenticity behind each piece. This partnership reflects futuristic, functional clothing which blends with the aesthetics of the new age and a progressive future.”
This collaboration with Santanu Hazarika and Abhishek Paatni represents a new direction for Mahindra, connecting with a broader audience through fashion and lifestyle.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
