e-commerce
Oxigen appoints Sachin Tendulkar as brand ambassador
MUMBAI: India’s payments solutions provider Oxigen Services has signed cricketer Sachin Tendulkar as its brand ambassador.
The brand zeroed in on Tendulkar as he reflects the core values of the company in his virtues of unshakable commitment and humility.
Oxigen has aligned its vision to aggressively push for Digital India and financial inclusion, a key agenda on the radar of Indian Prime Minister Narendra Modi.
Oxigen Services India founder & CMD Pramod Saxena said, “We are absolutely proud and honoured to be associated with the god of cricket himself, who is renowned not only in India, but across the globe. It is not just his values that inspired us to get him on board, but also his strong commitment towards larger national issues such as education and upliftment of rural India that resonate with our own programs. Together we are set to take our initiatives towards Financial Inclusion, Digital India and Swachh Bharat Abhiyan to the next level.”
Tendulkar added, “I am excited to be associated with Oxigen Services, which is at the threshold of exponential growth. Oxigen’s effort to align with the needs of the common Indian and focus on offering convenience, flexibility and ease in payment solutions is admirable. With the Oxigen wallet providing so many features, I am sure it will be the preferred mode for payment emphatically replacing the present day need to carry physical forms of cash and plastic money.”
Oxigen recently came on board as the official sponsor of the Proteas – South African T20 Cricket Team, which will be visiting India for The Mahatma Gandhi – Nelson Mandela Series this week.
The company has also launched the #Playthehost campaign for the series.
“The adoration for Tendulkar, as a person, cuts across demographics, states and cultures. He is a much loved and trusted sport personality, with an unblemished track record. We, at Oxigen as well, reach out to a large mass of people across the country, we have something for everyone, A mobile wallet for the youth and money transfer and payments services, through our retail network for all fellow Indians. The city dwellers and rural Indians alike, see us as a dependable service provider. By associating with Sachin we are sure we reinforce the trust and reliability factor with our customers, taking it to the zenith with his endorsement to the Oxigen Brand,” said Oxigen corporate affairs brand and marketing services president Meher Sarid.
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.
