MAM
Millennials redefine Marriage in Vitamin Stree’s latest video
MUMBAI: For almost all of history, marriage has been the ultimate level-up for humans in the game of life – or at least that’s what society has conditioned us to believe. But, millennials aren’t so sure about that. With changing lifestyles, goals, and of course, priorities, the millennial generation seem to have a lot to check off their bucket lists, before they are ready to tie the knot. So, is marriage dead? Vitamin Stree scratch the surface on that, in their latest video.
Marriage is an age-old institution, with its share of sanskari customs, binding obligations, and a whole lot of “adulting” to do – all of which don’t appeal to the millennial generation, who would rather take their time to explore the world and their life choices, before tying the knot. Speaking of choices, we now have so many! With so many dating apps at our disposal, finding love has become a virtual pursuit, and people can pick and choose their romantic partners. Moreover, with the steady increase in women’s financial independence, security and freedom over the last few decades, now more than ever, they are defining their own goals and forging their own paths, without feeling societal pressure to marry. While discussing the validity of marriage in today’s age, it’s also important to acknowledge the fact that there is still an entire section of our society – the LGBTQI+ community – for whom marriage is not even a legal option, and in that regard we still have a long way to go.
So, is marriage dead? Not really. But the millennial generation is definitely changing the traditional rules of the game- choosing to do it their own way, in their own time.
Nandini Godara, Scriptwriter and Director: “Marriage as an institution, especially in India, has always been packaged as an obligation rather than a choice. So in this day and age when people are more vocal about wanting to make their own decisions, how does marriage hold up? Is the idea outdated? Or is our attitude towards it outdated? Arguably, it is both. And we wanted to explore it all with this video.”
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.
