Brands
SRK’s shade upgrade as D’YAVOL X unveils first luxury eyewear line
MUMBAI: Trust Shah Rukh Khan to turn a pair of sunglasses into a full-blown cinematic moment even if it means summoning a storm in the middle of a desert. D’YAVOL X, the luxury streetwear label founded by Shah Rukh Khan, Aryan Khan, Leti Blagoeva and Bunty Singh, has stepped into a bold new arena with the launch of its first-ever Luxury Eyewear Collection, an online-exclusive global release that goes live on 30 November 2025.
To announce the leap from couture streetwear to crafted eyewear, the brand has rolled out a striking campaign titled “Step Into The Light,” a moody, atmospheric film set against sculptural desert dunes, shot with the brand’s trademark flair for scale, shadow and cinematic swagger.
The film opens with sweeping aerial shots of sunburnt sandscapes before SRK strides into frame, carrying the calm intensity that has long defined his screen presence. As the winds shift, the dunes tremble, revealing a hidden frame buried beneath the desert. In a slow, deliberate gesture, he retrieves it, studies its edges, and slips it on cue a cooling shadow gliding across the desert as the camera pulls back to reveal a monumental installation of the D’YAVOL X sunglasses towering over the dunes.
“Eyewear has always been more than a style statement for me, it’s how I see the world, and how the world sees me,” Shah Rukh Khan said, reflecting on the brand’s newest chapter. Calling the collection’s journey from sketches to sculpted form “deeply creative” and “incredibly fulfilling”, he spotlighted how personal the project has been for him.
The idea sparked from SRK’s decades-long love affair with sunglasses, a signature that has become near-mythic in Indian pop culture. For the D’YAVOL X team, that spark ignited a full-scale design exercise rooted in precision engineering, premium materials, architectural lines and enduring comfort.
Aryan Khan, who helmed the campaign concept, described the film as a visual metaphor for the brand’s ethos, “We wanted something that captured creative scale, precision, and a touch of irreverence. The desert felt perfect, vast, unforgiving, yet a place where the brand could stand taller than the landscape itself.”
With this launch, D’YAVOL X expands its footprint in India’s evolving luxury market while doubling down on its aesthetic of brooding minimalism, tactile craftsmanship and cinematic identity. The campaign not only teases the eyewear collection but also reinforces the cultural mythology of SRK’s iconic silhouette where a pair of sunglasses becomes both armour and artefact.
Bold, sculptural and unapologetically dramatic, D’YAVOL X’s new eyewear chapter proves one thing, when the King steps into the light, even the desert knows to make way.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
