Brands
Ultimate Ears ties-up with Shakti Mohan by using ‘Sutli Bomb’
MUMBAI: Speaker brand, Ultimate Ears, has partnered with digital and marketing agency Grapes Digital to launch a series of campaigns this festive season.
Grapes Digital rings in the festivities for Ultimate Ears by associating it with Shakti Mohan, India’s top choreographer and TV Celebrity for her new web series called “Break A Leg”. The series chronicles the story of non-dancing celebrities trying to learn complex forms of dance in a matter of hours.
This series is divided into four episodes and will have a fair share of banter with non-dancer celebrities which aired its first episode featuring Aparshakti Khurana and Abish Matthew on 31 October. The show will feature Aparshakti Khurana, Abish Matthew, Kashyap Kapoor, Namit Das, Mallika Dua, Srishti Dixit, Karan Wahi and Ritwik Dhanjani.
The Diwali themed promo video that features Shakti Mohan with her team of talented dancers performing breathtaking moves with Wonderboom speakers has already garnered 1 million views in five days.
Further to promote its Wonderboom speakers this festive season, it has launched an influencer marketing campaign called Ultimate Bomb. The campaign aims to encourage people to not burst firecrackers this Diwali, instead blast music with Ultimate Ears speakers and enjoy the festive season. The agency has associated with social media influencers for the same and will be sending across Wonderboom speakers disguised as a big Sutli Bombs to them. The speakers will be wrapped in green thread, making them visually indistinguishable from real Sutli Bombs.
This activity will be supported on Instagram, wherein the hashtag #UltimateEars will be used in all the influencers’ social media posts to be part of wider online conversations and make campaign more viral.
Grapes Digital COO Shradha Agarwal says, “We wanted to promote the idea of celebrating Diwali without the noise of crackers and replacing it with good music. Our team came up with this idea of promoting the speakers via influencers, as we understand the impact of micro-influencers in the social eco-system of the millennial, so that we can have greater social impact in brand’s target audience through this innovative idea of ‘don’t burst crackers instead blast music’ crusade.”
Speaking on the association, Shakti Mohan adds, “Break a Leg is my first ever web series, where celebrities learn dance moves that they have never attempted. What better way to dance this festive season than on some good music. I am glad we partnered with Ultimate Ears for our first video. The initial response has been overwhelming and we are excited for the upcoming videos.”
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
