MAM
Nakshatra Diamond contest on Sony to promote soap
MUMBAI: Sony Entertainment Television (Set) is not leaving any stone unturned in promoting its existing shows and the new ones that are slated for a launch post World Cup.
Be it flashing promos during the matches on MAX; placing advertorials in leading dailies; hoardings or launching contests, the channel is doing it all.
With Balaji Telefilms’ Kahani Terrii Merrii , the channel’s alleged magnum opus not raking in the desired TRP ratings, the channel has resorted to various promotional campaigns. The latest offering is the Nakshatra Contest which was launched on 12 March 2003. The contest aims at harnessing female viewership.
The contest requires the participants to view the soap at 9:30 pm from Monday to Thursday and lookout for clues in the Nakshatra TV commercial aired during the break.Viewers get a chance to enter the contest by answering questions based on these clues. Viewers have been given a deadline of 3 April 2003 to send in their responses. Ten lucky viewers stand to win an exclusive piece of Nakshatra Diamond Jewellery, says a channel spokesperson.
“We chose Nakshatra Diamond because the brand fit worked with the opulence and grandeur of the show. The show is watched mostly by women and most women would fancy the possibility of being one of the 10 lucky winners of an exclusive piece of diamond jewellery,” the spokesperson adds.
Lately, the channel has also been placing advertorials in a leading daily newspaper, to promote its other serials like Kkusum and Kyaa Hadsaa Kyaa Haquiqat to name a few. According to the channel spokesperson the advertorials, which are customised stories of a show are an innovative and effective way to reach out to viewers.
“We intend to use advertorials for our shows that have an interesting twist in the story track. Last week we placed advertorial for the show Kkusum. In the future it could be for any exciting development on Sony Entertainment Television” the spokesperson adds.
Though its clear that the channel is determined to pull all strings to boost its TRPs, what remains to be seen is if these promotional gimmicks really work .
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
