Brands
Newme lets Splitsvilla fans shop outfits while watching
BANGALORE: Newme, India’s Gen Z-focused fashion-tech brand, has teamed up with JioHotstar to give MTV Splitsvilla 16 fans a first-of-its-kind shopping experience. The brand’s new ‘Shop the Look’ feature lets viewers buy contestants’ outfits instantly, without leaving the screen.
Returning as the show’s official fashion sponsor for a second year, Newme is moving beyond logos and billboards into tech-led fashion innovation. With Splitsvilla continuing to shape youth culture and trends, the show provides the perfect backdrop to turn inspiration into instant action.
For the first time on an Indian reality show, fans can tap on the ‘Shop Now’ button under looks worn by female contestants, from casual athleisure to date-night and party wear, and complete the purchase within JioHotstar itself. The platform handles everything from product discovery to payment and delivery, making fashion discovery as seamless as scrolling through an episode.
“Gen Z is wired for action. They don’t want to screenshot, search, and switch apps. They want to shop now, and that’s exactly what we’ve delivered,” said Newme co-founder and CEO Sumit Jasoria.
JioStar head of entertainment sales Mahesh Shetty added, “Splitsvilla reflects how young India thinks and dresses. This integration is a natural way for fans to take inspiration straight from the screen to their wardrobe.”
Newme has also launched an exclusive Splitsvilla collection inspired by the show’s style moments, designed to appeal to Gen Z’s bold and trend-forward tastes. Fans using the in-stream shopping feature will enjoy launch discounts and free delivery, adding an extra nudge to shop on the spot.
With this initiative, Newme is proving it understands Gen Z behaviour, meeting young audiences inside the content they love and redefining how fashion, culture, and commerce intersect.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
