MAM
Reliance’s Puric Instasafe ropes in Elephant for brand design
Mumbai: Given that health and hygiene have become crucial in our pandemic-struck world, people are looking for informed lifestyle choices to safeguard their family. Reliance’s Puric range of personal & home care products was developed out of this insight. The Puric portfolio is comprised of diverse products across multiple formats.
The brand has now collaborated with design-led strategic consultancy, Elephant to design a meaningful and sustainable brand. The prime challenge to be solved by design was to convey the efficacy and protection and alleviate contemporarily relevant concerns.
“We set out to develop a contemporary brand of efficacious care. Solid blue, fresh green, and a hint of silver form the primary palette. The promise of instant action and safety-based cleanliness is backed by a clear mention of the potent, indigenously derived ingredients that the products are enriched with. We believe design is about helping consumers navigate better; whether through e-commerce or on retail shelves. Our work is always focused on people and their needs,” said Elephant co-founder and director Ashwini Deshpande.
Speaking on the collaboration, Reliance Retail Consumer Brands (FMCG & grocery) business head, Surabhi Sen said, “We decided to bring Elephant on board at an early stage to benefit from their vast experience on design thinking. They helped plan and implement a clear and consistent architecture across the portfolio with a well-defined, relevant information hierarchy that cohesively addresses user concerns. We believe that we’ve made a stellar start and shall definitely stick to this user-centric approach as we move further.”
MAM
Goafest 2026 registrations now open at early bird rates
South Asia’s top advertising festival returns to Goa in May with fresh ideas and big conversations.
MUMBAI: Goafest is back and this time it’s not just calling for entries, it’s calling for everyone who wants to stay ahead of the creative curve. Delegate registrations for the 19th edition of Goafest, South Asia’s premier festival celebrating creativity and advertising excellence, are now open. Early Bird rates are available until 30 April 2026. The festival will take place from 20 to 22 May 2026 at Taj Cidade de Goa Horizon. It promises a dynamic line-up of keynote speakers, panel discussions, workshops and networking opportunities designed to spark fresh perspectives and meaningful industry connections.
Advertising Agencies Association of India (AAAI) president Srinivasan K. Swamy said, “Goafest continues to be a defining platform for the advertising and marketing community, bringing together diverse voices from across the ecosystem.”
Goafest 2026 co-chairman of the organising committee Mohit Joshi added, “Each year, Goafest creates an environment that encourages collaboration and connection across the industry.”
Goafest is co-hosted by the Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC). The event has established itself as one of the most anticipated gatherings in the advertising and marketing calendar, offering professionals a space to exchange ideas, learn from leaders and celebrate outstanding work.
In the fast-moving world of creativity, where trends change faster than campaign deadlines, Goafest remains the annual pit-stop where the industry catches its breath, swaps stories and leaves inspired ready to create the next big idea.
