MAM
Red Bull-branded jumper Felix Baumgartner dies in paragliding crash at 56
MUMBAI: Felix Baumgartner, the Austrian skydiver who stunned the world with his supersonic leap from the edge of space in 2012, has died aged 56 in a paragliding crash in Porto Sant’Elpidio, Italy.
The Red Bull poster boy, dubbed “Fearless Felix”, reportedly lost control of his glider and plummeted to the ground near a hotel swimming pool, with local authorities suspecting a medical emergency during flight.
Baumgartner shot to fame in October 2012 when he jumped from 39km above the Earth as part of the Red Bull Stratos project. The death-defying stunt saw him break three records—highest freefall, fastest speed in freefall, and highest manned balloon flight—and made him the first human to break the sound barrier without mechanical assistance.
The former paratrooper and Base jumping legend carved a name for himself leaping off skyscrapers, bridges and cliffs. His Red Bull jump remains one of the most iconic branded stunts of all time, catapulting the energy drink maker into global cultural relevance.
His death marks the end of an era for extreme sports.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
