Brands
Pokémon Go onboards Riteish & Genelia Deshmukh as brand faces in India
Mumbai: Pokémon Go, an augmented reality mobile game by Niantic, has announced Indian cinema couple Riteish Deshmukh and Genelia Deshmukh as brand ambassadors for India. The couple will engage with the game’s growing fan base in the country.
Genelia Deshmukh, an avid Pokémon Go player, made a special appearance at the Pokémon Festivities celebrations in Mumbai, where Pikachu wearing a saree was showcased to highlight the cultural collaboration. Genelia, known for her family values and blending tradition with modernity, is excited about her partnership with Pokémon Go.
“As a mom and a proud Indian, the Festival of Light event is a beautiful blend of tradition and technology. It’s incredible to see Pokémon Go celebrate Indian culture in such a fun and engaging way, with characters like Pikachu wearing a saree! Pokémon has always been special to me, and Pikachu is also both my kid’s favourite Pokémon. Seeing it in a saree is a wonderful experience and being able to share this joy with my family and the world through such an innovative approach is truly exciting,” said Genelia.
Riteish Deshmukh echoed her excitement, adding, “As someone who loves technology and gaming, being part of the Pokémon Go family feels like a natural fit. Playing this game for so long since it came to India in 2016 and now associating with the brand to promote it truly thrills me as it not only encourages fun but also keeps our cultural heritage alive in such an interactive way.”
Niantic’s senior director, strategic partnerships & special projects, Yuki Kawamura stated, “We’re incredibly excited to welcome Riteish and Genelia D’Souza Deshmukh to the Pokémon Go family. Their deep connection with Indian culture and passion for gaming makes them the perfect ambassadors. We’re always striving to create experiences that resonate with our diverse player base, and with this unique celebration, we’re bringing a special piece of Indian heritage to our global platform.”
As part of their ambassadorship, fans can look forward to special videos featuring Riteish and Genelia sharing their experiences with Pokémon Go.
Additionally, Pokémon Go is hosting exciting festival of lights celebrations, including a special event in Bengaluru on 2 November 2024, at Phoenix Marketcity, where Pikachu will appear in a saree, alongside surprises and giveaways for trainers.
A sweepstake on Instagram will also offer two lucky winners from India a chance to attend the Pokémon GO City Safari in São Paulo.
This partnership emphasises the couple’s appeal and Pokémon Go’s commitment to cultural localization in India, enhancing gaming experiences for its diverse player base. In September 2023, Niantic added Hindi language support to the game, reinforcing its focus on inclusivity and encouraging more players to join their Pokémon Go adventures.
Brands
65 per cent women start credit early, 76 per cent show confidence: mPokket survey
mPokket survey highlights rising financial independence and purposeful borrowing
NEW DELHI: A quiet financial shift is underway across India, and women are at the centre of it. A new survey by mPokket suggests that young Indian women are entering the credit system earlier, with greater confidence and a sharper sense of purpose than ever before.
Based on responses from 10,000 women across the country, the study finds that more than 65 per cent took their first loan before turning 30. Far from hesitation, confidence appears to be the norm, with nearly 76 per cent saying they felt assured when taking that first step into formal borrowing.
The findings point to more than just access. They reflect a broader shift in financial independence. Nearly 79 per cent of respondents believe women today are more financially empowered than the previous generation, a view supported by rising workforce participation and easier access to digital finance tools.
What stands out is the diversity of borrowers. While 48.6 per cent of respondents are salaried, close to 40 per cent are self-employed, running small businesses or working independently. This signals that credit is no longer limited to traditional employment structures but is reaching India’s expanding micro-economy, including gig workers and entrepreneurs.
The intent behind borrowing also tells a story. For 41.6 per cent, loans are a safety net for emergencies. Another 20.8 per cent use credit to support their families, while 15.7 per cent borrow for education or skill development. In short, borrowing is less about impulse and more about planning.
Financial discipline is keeping pace. Around 40 per cent of respondents report saving monthly, 28.4 per cent use autopay to manage EMIs, and over a quarter maintain a monthly budget. For many, financial health is defined not by wealth, but by reliability, with 45.7 per cent ranking timely EMI payments as their top priority.
The survey largely captures women under the age of 29, a group entering formal credit systems for the first time. Their habits, the report suggests, could shape how India approaches borrowing in the years ahead.
Commenting on the findings, mPokket CEO and founder Gaurav Jalan said the shift is structural rather than temporary. “It is not just about borrowing, it is about agency. Women are confident, they borrow with clear purpose, and they follow through. The responsibility for platforms like ours is to build products that are accessible, transparent, and designed for such a cohort.”
As India’s credit culture evolves, this new generation of women borrowers appears to be rewriting the rules, proving that financial confidence and responsibility can go hand in hand.
