MAM
ONDC’s first brand film celebrates the spirit of Indian entrepreneurship
Mumbai: ONDC (Open Network for Digital Commerce) is thrilled to present its debut brand film, “ONDC Network par ab har business ke liye Bharat khulega” a celebration of the boundless dreams and aspirations of Indians in the new era of digital commerce.
The film, released ahead of Republic Day, serves as a testament to ONDC’s commitment to empowering aspiring entrepreneurs and fostering the growth of existing businesses without constraints. It envisions a world where anyone with a dream can thrive, breaking free from traditional limitations and embracing limitless opportunities provided by the Open Network. The film further enhances ONDC’s commitment towards #vocalforlocal, especially supporting women entrepreneurs.
Set against the backdrop of India’s diverse landscapes, the 145-second film weaves together a tapestry of stories featuring archetypes of sellers and showcasing the journey of individuals from various walks of life. From the local street diya seller to the artisan crafting locks in Aligarh, from the neighborhood kirana shop owner to the creator of tangy Rajasthani pickles, and from a bridal boutique proprietor to an independent cab driver – the film encapsulates the spirit of a thriving India fueled by inclusive, interoperable and unbundled nature of the Open Network.
“ONDC is the foundation of a thriving ecosystem where both established and emerging businesses can aspire for sky-high goals and realize their entrepreneurial dreams, bound only by the limits of their imagination. By tapping into the Open Network, businesses and entrepreneurs can expand without boundaries and maximize their value creation. Our first brand film celebrates this spirit of boundless aspirations and inclusive growth,” said Shireesh Joshi, CBO, ONDC CBO Shireesh Joshi.
With ONDC as a catalyst, the film presents a narrative of breaking barriers, fostering connections, and creating a symphony of opportunities that enable small businesses and individual entrepreneurs to transcend local boundaries and reach a nationwide and even a global audience. The film expresses this with an expression that we hope becomes a rallying cry for everyone connected with the ONDC Network now and in months to come.
MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
