GECs
Clovia and Colors TV enter into a strategic collaboration
MUMBAI: Clovia, India’s fastest growing lingerie brand, has partnered with COLORS TV for an exclusive sleepwear collection called the ‘STARLIT collection’ which will be worn by characters from the TV shows on Colors. The collection was launched in April this year.
“Women in India are well connected with their favourite daily soaps and the TV stars today have the same influence over lifestyle & fashion choices as Bollywood stars. We are very excited to partner with Colors TV and expand our reach to a vast audience. We are on track to grow 300% YoY and drive growth via such partnerships. It is a one of a kind activity done in our category as well as in TV industry. Till recently, TV stars wore heavy sarees to bed in storylines. We are changing their bedtime looks. With this integration, we expect the audience to get a flavour of our wide range of collection”, said Pankaj Vermani, Founder and CEO, Clovia.
The sleepwear products from the ‘STARLIT collection’ will be worn by the characters in some of the leading shows on the channel like Udaan, ‘Roop- Mard ka Naya Swaroop’ and ‘Ishq Mein Marjawa’. Whenever the characters will appear in Clovia outfits, an Aston band will appear on the screen promoting the collection and directing viewers to Clovia website. The audience will see Clovia looks on their favourite characters several times each month.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
