MAM
Noise joins the Spirit of IPL with Season 2 of Noise Premier League
Mumbai: As cricket fever grips the nation with the onset of the Indian Premier League, Noise, India’s leading smartwatch and connected lifestyle brand, is thrilled to announce the second season of the Noise Premier League (NPL). This interactive event – hosted within the brand’s flagship NoiseFit App – allows users to participate during IPL matches by predicting winners and earning exciting rewards directly through the app. With the second season of NPL, Noise reaffirms its commitment to nurturing a dynamic community of Noisemakers nationwide while providing a platform for engaging and immersive sports experiences.
Building upon the success of its inaugural season, which garnered participation from over 2 million unique users, NPL Season 2 promises an even more enriching and interactive experience with bigger prizes and prestigious partnerships. By accurately predicting IPL match winners, participants can earn NPL points, with each correct prediction earning them 8 points. Accumulating NPL points unlocks a range of benefits and rewards for users, including thrilling prizes, enhancing the overall experience and motivating ongoing engagement with the platform. Alongside the match predictions, a standout feature of this season is the introduction of dynamic watch faces displaying modified logos of IPL teams, providing users with a personalized way to showcase their support.
This year, Noise Premier League also incentivizes users to achieve their fitness goals. Participants can earn Noise Coins as rewards for achieving daily step count targets and successfully completing fitness challenges. These Noise Coins can then be redeemed for a chance to win exciting prizes, fueling the excitement and motivation. Additionally, the Fun Zone offers users the chance to engage in a Super Over quiz and spin the wheel for a shot at lucrative rewards. With these additional activities, NPL Season 2 aims to provide participants with a comprehensive and engaging platform that combines the thrill of cricket predictions with the motivation to lead a healthy and active lifestyle.
Noise co-founder Amit Khatri said, “Our NoiseFit App has become a hub for community engagement, emerging as the top app in India. With the IPL season on, we have taken another innovative initiative through the second edition of NPL, that aims to build an experience-led ecosystem not just getting users to live the spirit of the cricketing tournament but also empowering them to embrace a healthier lifestyle.
The second season also boasts collaborations with renowned brands including Bajaj, Ampere, HRX, Puma, Honda, Jimmy’s Cocktails, Bella Vita, FanCode, My11Circle and more. These partnerships elevate the user experience by offering a wider selection of remarkable prizes, including vouchers, exclusive merchandise, and exciting hampers.
The NoiseFit App stands out as a leader in the Health & Fitness category, holding the No. 1 position on Android’s Google Play Store and the No. 2 position on iOS’s App Store in India.
Developed in-house, this app exemplifies Noise’s commitment to consumer-centricity and meaningful innovation. With over 10 million active downloads, the app offers the health-conscious community a comprehensive suite of features for tracking, monitoring, and enhancing their wellness journeys. Moreover, its community feature fosters collaboration among users to achieve fitness goals collectively, while data-led insights elevate its significance beyond a typical fitness app.
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
