MAM
MTV forays into mobile handsets and exclusive music with Micromax
NEW DELHI: Can one get rid of pesky mosquitoes by using a mobile handset as a mosquito repellant?
Apparently yes, if one goes by the claims of Micromax and the MTV music channel, which will introduce a buzzing sound that the blood-suckers are unable to tolerate and so will keep away from the person holding the handset.
MTV, which has forayed into everything from shoes to credit cards, has now tied up with Micromax to launch a new range of mobile handsets that among other things contains a range of the best music on 3-D surround sound.
The handset is priced at a maximum retail price of Rs 5,000 but Micromax executive director Rahul Sharma said it would be sold at the market operating price of Rs 3,750. The instrument will have hand-picked Indian and international music from MTV, high fidelity earphones with noise cancellation, and a 1.3 MP camera. The instrument has the facility of long-life battery, dual sim and will be launched by March 2010. A total of five instruments will be introduced during the year.
VIACOM 18 VP (communications and consumer products) Sandeep Dahiya said the agreement with MTV was on a year-to-year licensing deal but extendable. He said royalty will also be paid by Micromax on every set sold by it, though these will be on ‘special rates’. He said the instruments would also be sold at stores selling MTV products and music.
Sharma said requisite permissions had been taken from Health authorities by the R&D team before installing the mosquito repellant sound in the set.
MAM
Adidas Originals unveils India co-created Superstar with Ranveer
Tiger-inspired limited edition marks brand’s first India-led sneaker design
MUMBAI: From stripes on the field to stripes on sneakers, Ranveer Singh is leaving his mark this time in black and white. Adidas Originals has launched its first India co-created sneaker in collaboration with Ranveer Singh, signalling a sharper push towards localisation as India’s sneaker culture continues to gain ground. The limited-edition drop reworks the iconic Superstar silhouette through Singh’s personal aesthetic, drawing heavily from the Royal Bengal Tiger his self-described spirit animal. The design blends bold black-and-white tones with tiger-inspired detailing across the signature three stripes, alongside a bespoke Ranveer Singh insignia and jewel-like accents that add texture and visual punch.
Positioned as the brand’s first hyperlocal expression from India, the release reflects a broader strategy, take a globally recognised icon and reinterpret it through regional identity.
The campaign mirrors that idea. Set in an urban jungle, it explores themes of instinct, individuality and duality aligning both with the symbolism of the tiger and the long-standing ethos of originality tied to the Superstar line.
Adidas India senior brand director Bhawna Sikka described the drop as a milestone moment, noting that it reinforces India’s growing influence in shaping global sneaker narratives. The collaboration also builds on a decade-long association between the brand and Singh.
For Singh, the project carries a personal arc from wearing Superstars in college to co-creating one. The design, he said, reflects a belief in embracing one’s raw, instinctive identity.
With this launch, adidas Originals isn’t just releasing another sneaker, it’s testing how far local storytelling can travel on a global sole.
