Brands
Yardley ropes in Kriti Sanon as brand ambassador
Mumbai: Yardley has roped in Bollywood actor Kriti Sanon as its brand ambassador.
The brand has also launched a new campaign conceptualised by Contract Advertising, a part of the Wunderman Thompson Group and member of the WPP network.
Yardley India business head Manish Vyas revealed the strategic approach behind this new campaign as he said, “The brand takes pride in using the finest natural ingredients and exotic flowers from gardens of England across its portfolio. Keeping this in mind, we came up with the campaign thought of ‘nature like freshness,’ highlighting what goes into Yardley fragrances that make them distinct and desirable.”
In the short film directed by Sohini Dasgupta, the actor is featured as a confident and independent young woman, stepping up to take on the world. The TVC has been launched across multiple channels across regions, including digital.
An extensive print campaign has been planned along with a prominent presence across general trade, modern trade, and e-commerce sites generating 360-degree visibility for the new campaign, said the statement.
“There is something magical about fresh flowers and their smell. They have a transformative effect on both mood & confidence. This is what we played up in the narrative since Yardley deodorants have natural floral fragrance that makes you feel fresh and confident,” commented Contract Mumbai general manager Ayan Chakraborty.
“Yardley is a legacy brand and its legacy is fragrance and flowers, and the positioning of Yardley in India is about creating step-up moments for its target audience. The story beautifully brings together how the fragrance of Yardley transforms and creates the world of flowers and creates a step-up moment for our protagonist,” remarked Contract Mumbai executive creative director Rahul Ghosh.
“Nature has its own way to light you up. Imagine if this feeling lingers all day long! That’s how soothing and refreshing Yardley is. I am really excited to jump into the floral world of Yardley London,” said Sanon.
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
