Brands
Product of the Year relaunches in India to police innovation claims
New logo, global muscle and consumer research power India reboot
MUMBAI: Product of the Year (POY), the global consumer-voted platform for product innovation, has relaunched in India with a refreshed identity and a sharper ambition: to become the country’s benchmark for consumer-validated innovation.
The relaunch introduces a new logo, renewed positioning and an expanded role that goes beyond an annual award. Operating in more than 40 countries, POY positions itself as an independent validation platform backed by large-scale consumer research, rather than jury-led opinion.
The POY mark has previously been carried by major global and Indian companies including Hindustan Unilever, P&G, Nestlé, ITC, Marico, Godrej, L’Oréal, Samsung, Philips, Havells, Haier, ICICI Prudential Life, Axis Max Life and Tata AIA Life Insurance.
Product of the Year global CEO Mike Nolan, said the programme was built on a simple idea: innovation must be validated by consumers, not claimed by brands. He described India as one of the world’s most dynamic innovation markets, where trust and credibility increasingly shape purchase decisions.
In India, POY will be backed by NielsenIQ as its exclusive research partner, with winners determined through independent consumer evaluation of real products and services. The platform aims to help brands move from marketing claims to evidence, particularly as categories become crowded with “new” and “improved” messaging.
Product of the Year India CEO Raj Arora, said brands are investing heavily in R&D and consumer-centric innovation, but credibility remains the missing link. The relaunched platform, he said, is designed to serve as proof: helping brands strengthen launches, support premiumisation and signal innovation maturity to leadership and trade partners.
POY is positioning itself as a brand-building and validation platform, enabling winners to leverage the recognition across retail, media, digital campaigns and consumer touchpoints.
Entries for the upcoming edition of Product of the Year India are now open, with winners earning the right to carry the globally recognised POY mark following NielsenIQ-led consumer research.
Brands
Beardo unveils new film for Godfather fragrance
Danish Pandor leads cinematic campaign spotlighting power and comeback narrative.
MUMBAI: Power doesn’t always shout sometimes, it just walks back in and takes its seat. Beardo has rolled out a new campaign film for its flagship Godfather fragrance, bringing a cinematic lens to one of its most recognisable products. The film stars Danish Pandor, fresh off his portrayal of Uzair Baloch, and leans into a narrative built on quiet authority, tension, and a long-anticipated return.
Set in an abandoned den with an unclaimed throne, the film unfolds through whispers and restrained drama, culminating in a reveal that favours presence over proclamation. The storytelling mirrors the positioning of the Godfather fragrance itself, an enduring bestseller in the men’s grooming category, known for its bold, woody-spicy profile and appeal across age groups.
Rather than opting for a traditional feature-led approach, the brand leans into mood and mythology. Pandor’s performance anchors the film’s central idea of an anti-hero reclaiming control, aligning with the fragrance’s identity as a symbol of dominance and self-assured masculinity.
Conceptualised by Beardo’s in-house team, the campaign has been released across Instagram and Youtube, reflecting a broader shift towards content that blurs the line between advertising and entertainment particularly for digital-first audiences.
The fragrance itself blends mint, lemon, geranium, vetiver, and musk, designed to be long-lasting and versatile. But the campaign makes it clear: this isn’t just about scent notes, it’s about signalling presence.
In a category crowded with claims, Beardo’s latest play doesn’t try to be louder. It simply leans into the idea that the real ‘OG’ doesn’t announce itself, it’s felt.
