e-commerce
YRF & Vistaprint launch personalised merchandising platform
MUMBAI: Yash Raj Films (YRF) and Vistaprint have joined hands to launch a first-of-its-kind personalised merchandising platform called Film-Me.
Users can add their own images and expressions on products, which will be designed using YRF’s movie library content. The platform is available on Vistaprint’s website, where users can get to the page directly through Vistaprint’s homepage.
Merchandising for movie content in itself is not a new idea but customised and personalised content instantly introduces a whole new dimension for the industry as well as consumers. So instead of simply having a generic T-shirt which just carries the Fan movie logo, (YRF’s next with Shah Rukh Khan), fans can now actually buy a T-shirt with their very own picture or name on it alongside the actor’s silhouette and movie logo in the background.
“This is definitely path-breaking We’ve all loved YRF movies, the characters and the dialogues but for the first time, as fans and movie buffs, you have the opportunity to literally bring all this content into your lives. You might not be able to get a selfie with your favorite superstar but can now have a poster with you and him/her in the same frame through our new platform, Film-Me. We are very excited about the possibilities this opens up to transform most-loved movie content into physical personalised products and look forward to offering a truly wow experience to all movie lovers and fans of YRF movies through Film-Me,” said Vistaprint India MD Nilesh Parwani.
YRF vice president marketing and merchandising Manan Mehta added, “The high degree of customisation that YRF and Vistaprint offer through this first of a kind personalised merchandising range is very different from what we have seen uptill now. Fans will find plenty to love about this collection and the products are sure to be a prized possession among hindi movie aficionados and YRF film lovers.”
e-commerce
When love sat down Instamart’s Phools bloom into a viral Valentine
A Bandra bench, two flowers and four million views spark quiet romance.
MUMBAI: Sometimes, romance doesn’t need a script, just a place to sit. This Valentine’s Day, Instamart discovered exactly that with Phools in Love, a public installation in Bandra, Mumbai, where two oversized sunflowers and an ordinary bench quietly stole the spotlight.
The idea was disarmingly simple. Instamart placed the installation in a public space and let people react without prompts or instructions. Couples, families, morning walkers and curious passersby were invited to sit, pause and interpret the moment for themselves. What followed was a stream of unfiltered responses, shy smiles, awkward laughter, tender glances and playful giggles, each moment shaped entirely by those who stumbled into it.
Captured as a digital-first film, Phools in Love struck an immediate chord online. Within 12 hours of release, the video clocked close to 4 million views, fuelled largely by organic sharing across social platforms. Viewers were drawn not by spectacle, but by recognition, the familiarity of understated, almost cinematic intimacy.
The installation leaned into a truth deeply rooted in Indian culture. Romance here has rarely relied on loud declarations. Instead, it thrives in suggestion, a look held a second longer, a shared laugh, a 90s hindi movie frame where two flowers say more than words ever could. In Bandra, those cues played out in real time. A couple in their 60s exchanged surprised smiles. A young pair broke into laughter. Children squealed as parents instinctively reached for their phones. A same-sex couple quietly held hands and leaned into the moment. To an onlooker, it was just two flowers. Everything else was imagined.
Instamart stayed deliberately in the background, acting as the quiet enabler rather than the hero of the scene. Participants were surprised with Valentine’s Day gifts, flowers, chocolates, teddies and small, thoughtful tokens delivered almost as instantly as the emotion itself. The gesture reinforced Instamart’s positioning as the brand that shows up in fleeting moments, especially when love arrives last minute.
“Romance in India has never been about spelling everything out,” said Swiggy head of brand Mayur Hola. “It’s always lived in suggestion, in old Bollywood frames where two flowers could say more than words ever could. With Phools in Love, we wanted to recreate that feeling in the real world and see how people interpret love in their own way.”
The campaign also tapped into a wider Valentine’s buzz around the platform. Instamart recently went viral for its limited-edition bouquets made of chocolates, condoms, protein bars, snacks and flower-shaped hair clutches, a playful nod to the growing appetite for personalised, unconventional gifting.
In a season crowded with grand gestures and loud declarations, Phools in Love stood out by doing the opposite. By letting people project their own stories onto a simple setup, Instamart turned an ordinary bench into a mirror and reminded the internet that sometimes, love only needs a moment to sit down and bloom.
