MAM
Parle renews partnership with Celebrity Cricket League for tenth season
Mumbai: Parle Products, a manufacturer of biscuits and confectionery, has extended its partnership with the Celebrity Cricket League (CCL) for its upcoming tenth season. For about seven seasons, Parle and CCL have built a relationship on shared values of passion, talent, and innovation. Together, Parle and CCL have elevated the cricketing experience for fans nationwide, blending the excitement of cricket with the joy of indulging in Parle’s delicious offerings.
This marks a significant milestone in sports and brand collaboration, showcasing the mutual commitment to excellence and entertainment. As the co-presenting sponsor, Parle, through its brand Parle 20-20 has planned an initiative called Parle 12th Man, where Parle 20-20 customers will get a unique and lifetime opportunity to be a part of their favourite CCL teams across India. To activate this, Parle has printed around 15 crore biscuit packets carrying iconic actor-player images from CCL.
Commenting on the same, Parle Products vice president Mayank Shah said, “We are thrilled to continue our partnership with the Celebrity Cricket League for its 10th season. Our collaboration brings together the love for cricket and the joy of indulging in Parle products. This edition we are celebrating the passionate supporters of the game with our 12th Man campaign and print around 15 Crore specially branded packs with CCL Player images. We reaffirm our commitment to enhancing the spectator experience for fans worldwide.”
Speaking on the continued partnership, Celebrity Cricket League founder Vishnu Vardhan Induri said, “We are happy to have Parle as the co-presenting sponsor for the tenth season of CCL. Parle has been a committed partner for CCL over the seven seasons sharing our passion towards talent and the spirit of cricket. With their continued support, CCL is scaling and we are looking forward to our biggest season this year.”
CCL kicked off the tenth season with a spectacular show in Dubai, on 2 February 2024, right in the heart of the global metropolis, projecting this season’s promo on the magnificent Burj Khalifa. It is the only sports league in India that brings 200+ actors from 8 different languages together. The grandiose league starts on February 23 in Sharjah, continuing for another three weekends in India with 20 action-packed and entertaining matches that appeal to a wide audience cohort beyond cricket fans. The adrenaline-pumping tournament will be live-streamed on Sony Sports Ten 5 and Jio Cinema along with multiple regional channels.
Apple rarely announces minor updates with much fanfare, and iOS 26.4 is no exception. No dramatic redesigns, no flashy keynote moments. What it delivers instead is a focused set of improvements that sharpen the experience you already have. If that sounds underwhelming, spend a week with it. You will change your mind.
Apple Music Learns to Listen Better
The biggest shift in this update lives inside Apple Music. Apple has brought AI-powered playlist generation to the app, and it works on mood rather than genre. Type something like “rainy evening at home” or “running late on a Monday,” and it builds a playlist that actually fits. This is not algorithmic guesswork dressed up in new clothing. It genuinely reads the intent behind vague descriptions and responds well.
Alongside this, a new concerts feature scans your listening history and surfaces live events happening near you. It is a smart bridge between your digital music habits and real-world experiences. Apple is quietly making the case that a music app should do more than just play songs.
Shazam also gets a meaningful upgrade. It can now identify songs without an internet connection. This might sound like a minor convenience, but anyone who has tried to Shazam something at a crowded venue with patchy signal will tell you it is anything but minor. The feature works locally on-device, which also means it is faster.
CarPlay Gets Smarter Controls
CarPlay has been updated with deeper integration for intelligent voice assistants. The goal is to reduce how often drivers need to look at a screen or tap anything at all. You speak, things happen. It is a clear step toward making the driving experience safer without stripping away functionality. The integration feels natural rather than bolted on, which is a harder thing to achieve than it sounds.
The Fixes You Feel Every Day
This is where iOS 26.4 earns its keep. Keyboard responsiveness has been improved, and the difference is noticeable immediately. Typing feels more accurate and less combative. Accessibility features have been refined across the board, with better contrast options and adjusted spacing that makes the interface easier to read without forcing you into larger text sizes.
The Health app has also been updated. It now surfaces more actionable insights from your daily data rather than just displaying numbers. If your sleep patterns have shifted or your activity levels have changed, the app now contextualises that clearly instead of leaving you to interpret raw figures on your own.
These are the kinds of changes that do not photograph well for a press release. They also happen to be the ones that make your phone feel genuinely better to use.
A Few Other Additions
New emojis have been added in this update. They will find their way into your conversations faster than you expect. Family Sharing has also been updated, with more granular control over shared payments and subscriptions. If you share an Apple account with family members, this puts clearer limits on who can spend what, which has been a long-requested fix.
What This Update Actually Represents
iOS 26.4 is Apple doing what it does best when it is not trying to make headlines. Every addition here serves a clear purpose. The AI music features are genuinely useful. The CarPlay improvements address a real safety concern. The small UI fixes accumulate into a noticeably smoother daily experience.
There is no bloat. Nothing feels experimental or half-finished. That discipline is harder to maintain than it looks, especially as operating systems grow more complex with each passing year.
If you have been holding off on updating, this is the one worth installing.
