MAM
Onsitego partners with Pine Labs
Mumbai: Onsitego, a device care company, has announced a strategic partnership with Pine Labs, a leading platform for EMI payments. Under this partnership, the companies aim to provide easy EMI options to consumers while purchasing Onsitego’s extended warranty and damage protection plans for their new devices. Over the past few years there has been significant increase in EMI based purchase. While affordability solutions were always available for devices, there were very few options of clubbing protection plans with devices. The partnership will allow two companies to offer the customers a unique value proposition of getting both their devices and protection plans covered under a single EMI option.
Onsitego chief revenue officer Gaurav Agarwal said, “As payment preferences evolve, we recognize the importance of offering flexible and convenient options for our customers. Our collaboration with Pine Labs will enable us to expand the device protection market and extend the benefit of our hassle-free service to a much wider audience.”
Pine Labs chief growth officer – affordability business Mayur Mulani remarked, “We are delighted to partner Onsitego and help them in their quest to provide worry-free device protection to their customers by integrating easy pay later payment options at the point of sale. Pine Labs’ robust tech stack and an ever-growing network of bank and NBFC partners is tailored to provide seamless instalment payment options for Onsitego’s customers.”
Onsitego and Pine Labs will be working together to expand the reach of this offering across all offline retailers – both modern trade and general trade.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
