Brands
Sony acquires optical data storage start-up
MUMBAI: Sony Corporation of America (SCA) has acquired Optical Archive Inc. (OAI), a company that specializes in optical storage systems for the data center market. The acquisition is made by SCA on behalf of Sony Corporation.
With Sony, OAI will leverage its experience and capabilities in data center hardware design, supply chain operations and systems integration with Sony’s expertise in optical disc and manufacturing technology to develop new optical disc library systems that will meet the technological demands from the growing cold archive market.
The term “cold archive” refers to a class of data that must be retained over a long period of time but isn’t accessed frequently, such as cloud-based photo storage and data retained for legal or regulatory reasons. Cold archive is the largest and fastest growing portion of the data center storage market.
“This acquisition marks the beginning of our commitment to this growing market. Optical disc libraries will provide many advantages to customers who are currently using tape or hard drive technology to store cold data, such as lower costs, extremely durable media life, and higher data throughput rates. We plan to leverage and expand our existing optical disc production lines in order to accommodate the growing demand for this media,” said Sony Corporation SVP and deputy president, Device Solutions Business Group Terushi Shimizu.
“We are thrilled to be part of Sony. Merging Sony’s excellence in optical engineering and manufacturing with OAI’s experience and capabilities in data center hardware design and operations will deliver innovative new storage solutions to customers,” added OAI CEO Frank Frankovsky.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
