Brands
Miraggio scoops the summer with a creamy new drop
MUMBAI: This summer, fashion got a little sweeter. Miraggio has stirred up the accessories scene with Summer Scoop, a limited-edition handbag collection inspired by the creamy colours and indulgent textures of iconic ice cream flavours. Think zesty mango, silky vanilla, and moody chocolate—served not in cones, but on your arm.
The brand dished out more than just bags. It kicked off the launch with an influencer-led mystery campaign—sending out cryptic PR hampers featuring ice cream scoopers, scratch cards, and secret notes that teased a flavour-forward reveal. The final treat? An exclusive pop-up in Mumbai, where creators, media, and contest winners discovered their personalised ‘flavour’ in bags—and on cones.
To up the sensory ante, Miraggio teamed up with artisanal ice cream brand Indu, offering guests scoops that matched the bags: pistachio white chocolate matcha, milky chocolate, and saffron mango, among others. The result was an Instagrammable frenzy of reels, countdowns, and colour-coordinated content that had influencers—and their followers—licking their screens.
“With Summer Scoop, we set out to do more than launch a collection, we wanted to craft an experience and launch one of our most unique campaigns yet. Fashion, much like food, evokes memory, mood, and indulgence, so we leaned into that feeling. By drawing inspiration from ice cream flavours and creamy textures, we created bags that are meant to be felt—literally and emotionally. From the buttery finishes to our flavour reveal at the pop-up, every detail was designed to tickle the senses, spark curiosity, and serve up a little joy,” said Miraggio founder & CEO Mohit Jain.
By blending nostalgia, sensory cues, and a dash of cross-industry flair, Miraggio’s campaign hit the sweet spot. Summer Scoop wasn’t just a launch—it was a tasty masterclass in storytelling that you could almost taste.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
