Brands
Maybach teams up with Badshah for limited edition eyewear
MUMBAI: Global luxury brand Maybach Icons of Luxury has joined forces with Indian rap superstar Badshah for a limited edition eyewear collection that blends high fashion, music and cultural storytelling. It is the first time an Indian entertainer has co designed a global Maybach line, marking a milestone moment for both the luxury world and the country’s creative community.
The Maybach x Badshah collection brings together the rapper’s flair for bold individuality with the craftsmanship the brand is known for. The result is a fresh interpretation of two of Maybach’s signature frames The Artist III and The King III that have been reimagined with new colours, textures and narratives.
The collection features eight handcrafted pieces available exclusively at Eternity Lifestyles in India and through authorised Maybach Eyewear retailers worldwide. Prices start at Rs 2,79,150 for The Artist III optical series and Rs 3,23,300 for The King III sunglasses. The standout piece is the diamond studded snow camouflage The King III, crafted in just five units globally and priced at Rs 50,88,450, featuring 90 hand set diamonds.
The Artist III series draws from the world that shaped Badshah music. Sound wave patterns are woven subtly into the temples of the frames, creating a sense of rhythm and movement. Known for its clean, formal design, the silhouette gets an energetic twist with colours such as electric yellow and deep blue.
The King III series shifts the lens to India’s landscapes. A snow camouflage edition mirrors the icy calm of the Himalayas. A jungle inspired version nods to India’s forests and highlights the importance of wildlife conservation. The Tigers of India model brings a bright orange punch celebrating the country’s national animal.
The rare diamond studded snow camouflage design serves as the crown jewel of the capsule. With only five pieces created worldwide, it blends haute craftsmanship with high glamour turning eyewear into wearable art.
As India’s luxury eyewear market races toward a projected $1,721 million valuation by 2030, this collaboration positions Maybach at the centre of cultural influence and consumer aspiration.
Maybach CEOs Jutta Kahlbetzer and Wolfgang Thelen said the partnership was built on shared creativity and respect. They noted that Badshah’s artistic lens brings new diversity and modernity to the brand while deepening its engagement with India’s luxury audience.
Badshah called the collaboration a personal dream. He visited the Maybach atelier in Germany and described the craftsmanship as humbling and inspiring. Creating designs that balanced aesthetic appeal with comfort was a challenge he embraced, calling the experience “surreal and deeply rewarding”.
The rapper’s rising global fashion presence from Paris Men’s Fashion Week to New York and his trailblazing achievements in music including crossing five billion Spotify streams and delivering the biggest Indian hip hop tour in North America further amplify the impact of this partnership.
Maybach Eyewear is crafted in Germany using rare materials including titanium, diamonds, natural buffalo horn and 18 karat gold. The brand has a history of iconic collaborations including a special edition line created for legendary music producer Quincy Jones in 2014.
The Maybach x Badshah collection now adds a new chapter to that legacy blending precision engineering with cultural expression and making luxury feel a little more personal and a lot more exciting.
Brands
Budweiser 0.0 partners five IPL franchises to boost fan engagement
Fan-first campaign brings city pride, merch and match-day culture into focus
NEW DELHI: Budweiser 0.0 has announced its debut partnership with five franchises in the Indian Premier League, marking a significant step in its growing play in India’s cricket ecosystem.
The brand has teamed up with Mumbai Indians, Gujarat Titans, Punjab Kings, Sunrisers Hyderabad and Rajasthan Royals for the ongoing season, aiming to connect with fans across key cricketing cities.
The collaboration signals the brand’s shift from national-level associations to more localised, city-driven engagement. It builds on Budweiser 0.0’s “In the Hands of Fans” platform, which focuses on celebrating the passion, rituals and identity that supporters bring to the game.
As part of the partnership, the brand will roll out limited-edition merchandise inspired by each of the five teams, giving fans a tangible way to showcase their loyalties. The initiative is designed to tap into match-day culture and extend fan engagement beyond the stadium and screen.
Commenting on the move, AB InBev vice president marketing & trade marketing Vineet Sharma said, “Cricket is one of India’s most powerful cultural connectors, and our debut partnership with the ICC Men’s T20 World Cup 2026 reaffirmed the depth of fan passion behind it. At Budweiser 0.0, we see ourselves at the forefront of culture, acting as trendsetters for evolving fan expression, shaping how young India engages with sport, and setting the tone for how it shows up today. Entering the country’s biggest T20 cricket league, a platform widely loved by Indians, is a deliberate step in this journey, taking the brand from national fandom to the heart of city fandom. Through our partnerships with these five iconic teams, we will celebrate the pride, traditions and energy that define Indian cricket fandom, while creating experiences that keep fans at the heart of the game.”
The move also builds on the brand’s earlier association with global cricket events, as it looks to deepen its presence in India through culturally relevant storytelling and fan-led experiences.
As the IPL season unfolds, Budweiser 0.0 is betting on city pride and fan passion to drive its next innings, turning spectators into participants in the ever-evolving world of cricket fandom.
