MAM
Welspun’s initiative ‘Welspun Quik Dry Movement’ takes the plunge to help Mumbaikars during rains
MUMBAI: Welspun India Limited’s leading domestic brand, Welspun, launches a unique campaign – Welspun Quik Dry Movement – to help Mumbaikars during this erratic monsoon season. In line with the Welspun Quik Dry Towel’s proposition of ‘Jaldi Sookhe, Jaldi Sukhaye’, the brand aims to provide relief to the citizens by helping them stay dry and safe during the monsoons.
Every year during monsoons, several parts of the city are waterlogged, leaving people stranded in the rains. During the monsoons, there is an also an increase in the cases of viral flu and water-borne diseases. According to a recent report in a leading newspaper, there has been a 40% rise in the number of patients suffering from cold, cough and fever since the onset of monsoon. These cases could have been averted by drying off immediately after being drenched in the rain. Taking cognizance of this, Welspun, a brand that talks about being dry with its newly launched Quik Dry Towels, aims to extend aid to these citizens in need with its Welspun Quik Dry Movement campaign.
As a part of this initiative, Welspun will begin the activation from 5th August for a period of 15 days, covering key locations in the city to help stranded citizens by handing out Welspun Quik Dry Towels. The campaign will be providing aid to the people present in Andheri, Malad, Bandra, Juhu, Lower Parel, Dadar, Ghatkopar, Vikhroli, Thane, Sion, Kurla, and Chembur. The brand aims to help 600 people daily and, therefore, estimates reaching out to 9000 people through the campaign.
Furthermore, recognising the challenges faced while commuting in auto-rickshaws during monsoons, the brand is providing water-resistant curtains to them thereby ensuring the water does not enter the vehicle and drench the passengers.
Speaking on the campaign, Ms. Manjari Upadhye, CEO, Domestic Business, Welspun India said, “Welspun Quik Dry Towels’ brand proposition – Jaldi Sookhe, Jaldi Sukhaye – truly reflects the attributes of the product. Through the Welspun Quik Dry Movement, we aim to extend this promise by providing support to the citizens that find themselves stranded during the incessant Mumbai rains. We understand the adversities that people face during monsoons and therefore through this multi-fold campaign we intend to provide immediate relief.”
Through their social media platforms, Welspun will continue raising awareness and sharing helpful tips about staying safe and healthy during the monsoons.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
