e-commerce
Yash Raj Films partners Bewakoof.com for SRK themed merchandise
MUMBAI: Indian youth casual wear brand, Bewakoof.com has teamed up with Yash Raj Films to launch a merchandise range titled ‘The King Khan Collection’.
The collection features Shah Rukh Khan’s most popular YRF movie dialogues like ‘Rahul..Naam to Suna Hoga’, Bade Bade Deshon me aisi chotti chotti baaten hoti rehti hain’, ‘Kal raat kya hua tha’, ‘K..k..k..k..k..Kiran’ on t-shirts and boxers.
The popularity of these iconic dialogues coupled with Bewakoof.com’s quirky take makes for an interesting and fun range of t-shirts, boxers and phone covers.
Yash Raj Films vice president marketing and merchandising Manan Mehta said, “Team Bewakoof’s perspective on our content along with their ability to engage young audience with their product designs is the reason for our successful relationship so far. With this new range we intend to take this relationship a notch higher and are confident that our audience will love this range.”
“Our official merchandise partnership with YRF clearly marks a milestone for us when it comes to merchandising potential and further strengthens our positioning in the key market areas as the coolest casual wear brand,” added Bewakoof.com co-founder Prabhkiran Singh.
The collection will be live on www.bewakoof.com starting 13 August 2015.
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.
