e-commerce
Neha Bhise appointed as assistant vice president marketing at Nykaa
MUMBAI: Neha Bhise has jumped ship to Nykaa, taking charge as assistant vice president of marketing at India’s beauty and fashion juggernaut. The move marks a strategic coup for the e-commerce platform as it battles to stay ahead in an increasingly crowded market.
Bhise arrives from Reliance Brands Limited, where she spent three and a half years as lead for marketing and public relations, honing her chops in the luxury retail trenches. Before that, she clocked seven years at Disney Star, crafting marketing communications and content strategy for general entertainment channels and Hindi movies, a proving ground that sharpened her instincts for mass-market appeal.
Her career spans the full spectrum of brand-building. Earlier stints include assistant manager for brand solutions at NDTV, account manager at Radio Mirchi, and roles in sales at Parle Agro and Trackon Telematics. It’s a CV that blends media savvy with boots-on-the-ground commercial grit.
For Nykaa, the appointment signals intent. As competition intensifies from both legacy retailers and digital upstarts, Bhise’s blend of entertainment marketing muscle and luxury retail polish could prove the secret sauce. The pressure’s on, and the clock’s ticking.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
