MAM
Priyanka & Suresh Raina’s ‘maate’ announces integrated marketing partnership with Laqshya Media Group
Mumbai: Laqshya Media Group has won the integrated marketing mandate for ‘maate,’ a premium babycare brand co-owned by Priyanka Raina and legendary cricketer Suresh Raina, in a multi-agency pitch. The group will be entrusted with 360-degree marketing duties, including OOH, TV, print, radio, digital, PR, live experiences, and beyond, for the brand.
“We are delighted to partner with one of India’s most innovative marketing communications groups, Laqshya Media, as we strive to make ‘maate’ the premium and safe choice for mothers and babies worldwide. The agency resonates with our vision and has innovative ideas and communication strategies that will enhance brand awareness and establish the brand as a front-runner in the premium baby care segment. maate has grown organically on its own so far, but with Laqshya on board, we are hoping for more targeted marketing and to speed up our expansion plans. As a truly homegrown brand, ‘maate’ is committed to ensuring a superior and safe experience for new mothers and babyhood,” said maate co-founder Priyanka Raina.
On this occasion, Laqshya Media Group managing director Alok Jalan said, “We are thrilled to join hands with ‘maate’ and are truly excited to work in this growing baby care category. ‘maate’ is among the few companies in the segment that have exhibited a long-term vision and have developed very premium and safe products for baby care. As a 360-degree marketing agency, Laqshya Media Group is committed to crafting out-of-the-box, purpose-driven integrated campaigns to build strong brand awareness and CTAs.”
The development comes after ‘maate’ revealed a new brand identity to reaffirm its commitment to motherhood and foster a connection with couples who have recently become parents. It has also recently forayed offline with the launch of its entire range of products across Delhi NCR.
Launched in 2019, ‘maate’ is a truly homegrown brand. When Priyanka Raina returned from Amsterdam to India after becoming a mother, she could not find safe and effective baby care products in the Indian market. This led to the birth of ‘maate,’ a consciously designed 360° wellness brand. All ‘maate’ products have been formulated with the highest quality natural ingredients after years of research and are completely safe and effective for babies. Motherhood is at the core of the company’s essence. ‘maate’ products are completely natural, toxin-free, vegan, and cruelty-free. Inspired by the luxury of nature, the brand aims to bring the potency of the highest quality natural ingredients into an improved formulation through constant research and innovation.
Brands
UP govt, HGS unit to skill one lakh youth in digital push
MoU targets jobs, training and future ready talent across state
MUMBAI: Government of Uttar Pradesh has joined hands with OneOTT Intertainment Limited, the broadband arm of Hinduja Global Solutions, to train one lakh youth, signalling a fresh push towards jobs in the digital economy.
The memorandum of understanding, signed with the Employment Department Uttar Pradesh, aims to bridge the gap between skills and industry needs while opening up employment pathways for young people across the state.
The agreement was formalised by principal secretary, labour and employment, M. K. Shanmugha Sundaram and whole-time director, Hinduja Global Solutions and MD and CEO, OneOTT Intertainment Limited, Vynsley Fernandes, in the presence of labour minister Anil Rajbhar.
Under the partnership, OneOTT Intertainment Limited will roll out training programmes, workshops and knowledge-sharing platforms designed to equip youth with skills aligned to a rapidly digitising economy. The initiative will also include research inputs, technical guidance and policy-level support to ensure effective execution.
Principal secretary, labour and employment, M. K. Shanmugha Sundaram, said, “This collaboration will help align skill development programmes with actual industry needs and prepare the youth of Uttar Pradesh for emerging opportunities in the digital services sector.”
Hinduja Global Solutions whole-time director, and OneOTT Intertainment Limited MD and CEO Vynsley Fernandes said, “India’s progress is closely linked to strengthening the capabilities of its young workforce. At HGS, we see skills evolving alongside technology, and partnerships like this help build a stronger digital ecosystem.”
The state government will facilitate coordination across departments and institutions, ensuring the programmes reach the right audiences and deliver measurable outcomes.
As digital infrastructure expands and technology reshapes job markets, initiatives like this are positioning skill development not just as training, but as a gateway to opportunity for the next generation.
