Brands
Wrangler partners with SOCIAL for a nationwide live music series
Mumbai: Wrangler, the iconic global denim brand, has teamed up with SOCIAL, India’s popular urban hangout destination, to launch a series of co-branded musical events across six major cities in India. Running from October to December 2024, the events will bring together top local rap and hip-hop artists to deliver electrifying performances, creating an immersive and energetic experience that embodies the adventurous and creative spirit of both brands.
The partnership aims to boost brand visibility, merging Wrangler’s rugged identity with SOCIAL’s urban vibe. Each event promises dynamic brand activations, live music, and exclusive co-branded merchandise that will resonate with young consumers seeking authentic cultural experiences. The events will feature interactive elements, such as game tables, photo booths, and immersive LED displays that reflect Wrangler’s adventurous ethos.
The exclusive licensee of Wrangler in India, ace turtle CEO, Nitin Chhabra expressed his enthusiasm: “At Wrangler, we always strive to connect with our consumers in new, authentic ways. Partnering with Social was a natural fit, as both brands resonate strongly with India’s youth. This collaboration blends fashion, music, and culture in a way that reflects the energy of our audience and reinforces Wrangler’s iconic status.”
Impresario Entertainment & Hospitality Pvt Ltd, chief growth officer, Divya Aggarwal added, “At SOCIAL, we craft immersive experiences through brand partnerships that bring our communities closer together. Our collaboration with Wrangler fuses music, fashion, and culture in a way that truly resonates with our audience. Together, we’re bringing to life the adventurous spirit and urban creativity both brands stand for.”
The series kicked off at Chandigarh SOCIAL on 18 October and will continue at Saket SOCIAL, Delhi on 27 October. Upcoming events will be held at antiSOCIAL, Mumbai on 16 November, FC Road SOCIAL, Pune on 29 November, Koramangala SOCIAL, Bengaluru on 1 December, and conclude at Mindspace SOCIAL, Hyderabad on 14 December.
Collective Artists Network co-founder & chief revenue officer, Sudeep Subash noted, “We’re excited to partner with Wrangler and Social to curate a series of vibrant events that seamlessly blend fashion, music, and cultural expression. Together, we aim to craft moments that inspire and connect communities through shared passion and creativity.”
The events will not only showcase live music but will also offer adventure-themed storyboards, exclusive branded menu items, and opportunities to win gift vouchers, deepening attendees’ connection to Wrangler’s bold lifestyle.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
