MAM
Santa goes white for Tata Housing’s Amantra
MUMBAI: Red Santa Claus, who is known to be happy always, is sad this year and is going white for Tata Housing‘s Amantra as white represents a spirit of hope and happiness.
White Santa as a concept has been coined and developed by strategic brand activation agency Candid Marketing.
The White Santa activity for Tata Housing‘s property Amantra is currently being executed across malls in Thane, Ghatkpoar and Mulund. The activity will witness a White Santa who is calling out to the kids in Mumbai to send gifts to him, so that he can then change his attire to red for the festive season and distribute the gifts among the needy children. The gifts can be of any kind and size and with each donation; the White Santa will receive some part of the red colour back on his suit.
Candid Marketing managing partner Amrita Kumar said, “White Santa is a lot cooler, a lot more fun and he takes gifting very seriously. Especially for those who need it like the underprivileged children. White represents a spirit of hope and happiness for all and that‘s the spirit of our White Santa.”
“This is the first time such a concept has been introduced and we all at Candid are very delighted about it. We are extremely thankful to Tata Housing‘s marketing team to have understood the spirit of this concept and given it life. The property will be owned by us and we wish to see the White Santa grow happier each year,” he added.
Tata Housing head – marketing services Rajeeb Dash said, “This is a unique initiative by Tata Housing to cultivate the feeling of loving and sharing amongst our younger generation and help the needy children through the innovative concept.This innovative concept theme is “Kids 2 Kids” where the gifts that gets collected by Santa goes back to the underprivileged kids of our construction workers. Through white Santa which is Santa of hopes we would like to have new beginning for these kids. Through this activation we would like to engage our customers and prospects of our project Amantra so as to be part of the celebration. So this Christmas take some time-out with your children and spread the cheer of festivities and teach them about the joys of giving, along with the Santa of Hope.”
In order to amplify the activation, digital platform has been used by means of creating a micro site and links on social networking site Facebook. Tata Housing‘s page on Facebook has a red highlighted ‘Play Now‘ button, on clicking the link users are directed to this micro site.
The micro site allows the users to drag and drop gifts in the empty sack of the White Santa and turn his attire to red informing the users about the idea of donating the gift for the needy children and mention the locations where the activity is taking place.
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
