Breaking the Silence: Reclaiming Control Over Urinary Incontinence

By – Dr Palak Dengla, Chief Physiotherapist, Aster RV Hospital

The Silent Struggle

Living with urinary incontinence isn’t just about unexpected leaks—it’s about the quiet erosion of confidence and embarrassment that follows. After many years of helping patients through this journey, I’ve witnessed how this condition silently steals away life’s simple pleasures: laughing without worry or enjoying social activities without anxiety.

Your Core’s Hidden Hero

At the heart of recovery lies your pelvic floor—a critical component of your core muscle system that works in harmony with your deep abdominal, lower back, and diaphragm muscles to stabilize your spine and support your organs. When this essential core element weakens due to obesity, childbirth, aging, or surgery, your body’s natural control system fails.

The Emotional Burden

The emotional toll can be devastating, with many patients withdrawing from activities they once loved due to self-consciousness and fear.

Shattering the Silent Stigma

Urinary incontinence remains one of healthcare’s last taboos—a condition discussed in whispers, if at all. As physiotherapists, we create safe spaces where this silence is broken and shame dissolves into understanding. By confronting this taboo directly, patients find relief not just physically, but emotionally.

The Recovery Pathway

Through specialized pelvic floor exercises that integrate into everyday movements, patients strengthen not just muscles but rebuild confidence. These tailored regimens enhance the entire core system, restoring control and stability.

Technology as Your Ally

Modern physiotherapy at Aster RV Hospital offers innovative approaches through muscle stimulation and biofeedback EMG technology. Our game-based therapy transforms rehabilitation by visualizing muscle activity in real-time, making invisible progress visible and motivating.

Reclaiming Your Freedom

With each strengthening session, patients reclaim more than muscle function—they reclaim their independence and dignity. Don’t let incontinence define your story. Reach out to a physiotherapist who understands not just your condition, but your courage in breaking the silence.

 

KidZania Delhi NCR Celebrates Youth Leadership with CounZil Oath Ceremony

New Delhi, April 23rd, 2025KidZaniathe global pioneer in interactive edutainment, proudly hosted the inauguration ceremony of its newly inducted CounZil Members for the year 2025-2026 at its Delhi NCR facility with a grand celebration.

The Oath Ceremony, held at KidZania Delhi NCR on April 20, marked the beginning of a new chapter in youth leadership and governance within KidZania’s legislative framework. Ten bright young KidZanians, between the ages of 7 and 12, were officially inducted as members of the KidZania CounZil Delhi NCRThese included Kshrugal Jain, Jiyansh Jain, Kiaan Verma, Akshat Jain, Aradhya Jain, Aradhya Goel, Yuvraj Bhansali, Olivia Saini, Rushita Wadhen and Apoorva Jain.

Tarandeep Singh Sekhon, Chief Business Officer of KidZania India, sharing his thoughts on the occasion, said:

“The KidZania CounZil stands as a remarkable initiative designed to foster leadership and self-expression among children. The oath ceremony is more than a formal event—it marks a significant step in a young individual’s journey to becoming an agent of change. We take great pride in welcoming our newest CounZil Members and are excited to see the fresh perspectives and ideas they bring to the KidZania community and beyond.”

Axis Communications reveals new video surveillance industry perspectives on AI

23 APRIL 2025 – APAC – Axis Communications, the global industry leader in video surveillance, has released its latest report, ‘The state of AI in video surveillance’, which explores industry perspectives on the use of AI in security, safety and beyond. The report reveals the top critical insights on AI technologies, their integration, and opportunities and challenges with regard to security, safety, business intelligence, and operational efficiency.

AI deployment has surged over the past two years, notably due to increased customer demands, improved knowledge of applications and the emergence of new use cases.

Mats Thulin, Director AI C Analytics Solutions, Axis Communications commented, “AI remains one of the most powerful and transformative technologies within the video surveillance industry. This new research reveals that while there are significant opportunities for AI to improve safety and security, operational efficiency and business intelligence, there must be a focus on ethical implementation and meaningful integrations which drive value.

Through qualitative research interviews with AI experts from the Axis global partner network, several thematic insights regarding AI technologies were uncovered in this new report.

The transition to cloud and edge AI continues to accelerate

The research findings highlight that the move from on-premise server systems to hybrid architectures continues at pace. This development is driven by the need for greater scalability, faster processing, and improved bandwidth usage. The hybrid model, which combines the immediate processing capabilities of edge AI on cameras with the scalability and long-term data storage of the cloud, is emerging as the preferred approach by many. This balance allows organizations to harness the strengths of both technologies.

The integration of diverse data sources

Research respondents agreed that integrating additional sensory data, such as audio and contextual environmental factors, to complement video data will enhance situational awareness, provide deeper, more actionable insights, and offer a more comprehensive understanding of events. Ultimately, this will revolutionize safety and security while elevating business intelligence capabilities.

Combining multiple streams of data enables more accurate detection and prediction of potential threats. For instance, in emergency scenarios, pairing visual data with audio analysis can allow security teams to respond faster and more accurately.

Facial recognition gains traction
 

The research also highlighted that facial recognition seems to have become more widely adopted in many countries, supported by the introduction of new regulations to help clarify how this technology can be applied ethically, and provide a framework for its responsible use.

Experts interviewed predicted that facial recognition will continue to gain traction globally, but there must first be alignment with privacy regulations and transparency about how the technology works. Ethical considerations around the use of facial recognition remain a central focus, particularly in regions with strong privacy laws.

Hindmetal Exploration Targets Licence Auctions to Bolster Critical Minerals

Udaipur, 23rd April 2025Hindmetal Exploration Services, a wholly owned subsidiary of Hindustan Zinc Limited , and India’s leading tech-driven exploration company, is keenly tracking the first tranche of Exploration Licence (EL) auctions launched by the Ministry of Mines. The Ministry has recently initiated the first tranche of auctions under the EL regime, offering 13 blocks across 10 states, covering deposits of critical and deep-seated minerals such as gold, copper, diamonds, zinc, and rare earth elements.

Hindmetal Exploration is actively engaged in identifying, discovering, assessing, and developing mineral resources through state-of-the-art geological and geophysical technologies. Established in 2024, the company focuses on systematic exploration of all types of mineral deposits and actively participates in mineral resource auctions. With a data-to-discovery approach, Hindmetal leverages cutting-edge, digital-first exploration technologies to enhance efficiency and accuracy in mineral prospecting.

Equipped with an in-house team of geologists, geophysicists, and mining experts, along with access to world-class tools and software, the company is committed to supporting India’s ambitious vision of energy transition and critical mineral security by developing world-class mineral assets within the country.

Hindmetal Exploration has been awarded the prestigious QCI-NABET (Quality Council of India – National Accreditation Board for Education and Training) accreditation, earning the status of Category A Exploration Agency under Government of India guidelines. As a Category A Exploration Agency, Hindmetal is now authorized to prepare comprehensive geological reports, secure high-potential critical mineral blocks under the Exploration Licence regime and empanel with the Geological Survey of India (GSI) for geological and geophysical surveys.

By participating in the Exploration Licence auctionsHindmetal aims to explore high-potential blocks while also being eligible for the National Mineral Exploration Trust (NMET) scheme. Under the EL regime, private exploration companies gain exclusive access to mineral-rich blocks for discovery of deposits through exploration activities. This transformational mining reform is set to accelerate the discovery of critical and deep-seated minerals, paving the way for a self-reliant and future-ready mineral ecosystem for India. Hindmetal Exploration remains committed to strengthening India’s mining sector, driving sustainable exploration, and contributing to the country’s clean energy and industrial ambitions.

 

Star Estate surpasses INR 7,000 Cr in sales, eyes ₹10,000 Cr milestone next

New Delhi, 23rd April, 2025:  Star Estate, one of India’s most trusted real estate consultation firms, has crossed an important landmark—clocking approximately ₹7,000 crore in sales during the financial year 2024–25. This achievement solidifies the company’s status as among the fastest-growing real estate consulting companies in India.

Star Estate has diversified footprint in top-tier-I and tier-II cities over the last twelve months in areas such as Noida, Gurugram, Mumbai, Pune, Bengaluru, and Hyderabad and widened presence in crucial micro-markets in northern as well as southern India. Behind this growth story of Star Estate there is a robust team, a customer-first approach and a leadership that believes in pushing boundaries.

Mr. Vijay Jain, Managing Director, Star Estate said, “We take pride in crossing the ₹7,000 crore sales mark, but it’s not the end—it’s a steppingstone. Success doesn’t come by chance, it’s a result of our deep expertise in market awareness, data-informed strategy, and our commitment to deliver smooth, efficient property purchasing experience. Now, we look forward to achieving the ₹10,000 crore mark, and we are ready for the climb. Every milestone we achieve is a testament to our commitment to investing in people and staying dedicated to our valued customers.”

Star Estate’s platform puts together top developers, selected properties, and technology-enabled consultation in order to deliver a seamless home-buying experience. Star Estate serves both end-users and investors and closely collaborates with developers in planning the right marketing, inventory and launch strategies.

During FY 2024–25, the company opened new offices in Mumbai and Bengaluru, further strengthening its organizational capabilities by bringing in experienced professionals across marketing, sales, and analytics. With a portfolio of projects from the top developers and over 1 lakh happy customers, Star Estate’s value proposition lies not just in numbers, but in the trust it has built.

The organization is now gearing up for the next leap—achieving ₹10,000 crore+ gross sales in FY 2025–26. The plan involves expansion into new emerging markets, technology-driven delivery of smart real estate solutions, and increased association with builders to accelerate absorption within luxury, mid-segment, and affordable housing segments as well.

As India’s real estate business keeps on accelerating, Star Estate keeps on maintaining its firm footing on the business pulse. Led by bold visions, core values, and with an increasing reach, the firm is setting standards in the brokerage of real estates and customer satisfaction. Thus, from ₹5,000 Cr to ₹7,000 Cr, and next looking even up—Star Estate is just started.

Popular cars with Built-in Air Purifiers for Daily Commuting

Air pollution continues to be a significant public health challenge in India, impacting both rural and urban communities. A recent report by Climate Trends highlights widespread elevated levels of fine particulate matter (PM2.5), one of the most harmful types of air pollution, across the country. This data highlights that air pollution is not limited to urban areas but is, instead, a nationwide concern.

An average Indian spent 59 minutes to travel 20 kms one way to work last year in key metro cities, compared with 51 minutes to cover 17 kms before the pandemic, said the report, ‘2023 On Wheels: How India Moved In Sync’, by office commute platform MoveInSync. In response to this growing challenge, automotive manufacturers have started integrating sophisticated air purification technologies into their latest models. Here are list of popular models with integrated air purifiers.

MG Hector – The MG Hector stands out with its striking design and cutting-edge features, led by an advanced in-built PM 2.5 Air Purifier and Ionizer system for a consistently fresh cabin environment. The SUV boasts a 35.56 cm (14-inch) HD Portrait infotainment screen, complemented by innovative features like a Digital Bluetooth key with sharing function, wireless charging, and ventilated front seats. Safety and intelligence merge with Traffic Jam Assist among 11 ADAS features, while the i-SMART technology offers over 75 connected car features. Adding to its premium appeal, the Hector delivers exceptional value as the best-priced SUV with a panoramic sunroof in India.

Hyundai Venue – The Hyundai Venue, a compact SUV renowned for its feature-rich variants, offers three fuel-efficient engines and five gearbox options. It has the signature Hyundai quality, attractive design, and space to comfortably seat four occupants. It is equipped with HEPA filter technology; this urban SUV effectively cleanses the cabin air of harmful particles. The new Hyundai VENUE is designed to keep you connected to both your car, and the world around you. Between the Alexa and the 60+ feature-loaded Bluelink, you’ve got everything you need to make your drives exciting.

Kia Sonet – The new Kia Sonet along with a bold design comes equipped with pure air purifiers with virus and bacteria protection that sharpens the sense of comfort. It has a digital cluster of 10.25 inches (26.03 cm) along with a 360 degree camera with blind view monitor in cluster. Additionally, the new sonet is built with 15 safety features including ADAS Level 1 with 10 autonomous features.

Nissan Magnite – The Nissan Magnite offers an elegant Design with two engine options: a 1.0-liter naturally aspirated petrol engine with 72 horsepower, which feels slow, and a more powerful and smooth 1.0-liter turbocharged petrol engine with 100 horsepower. Nissan offers the Magnite sub-compact SUV with an automatic PM 2.5 air purifier as a part of the optional Tech Pack which is reserved for the top-end XV Premium. Moreover, the new Nissan Magnite is packed with 55+ Active and Passive Safety Features (40+Standard) to ensure the highest standards of safety for you and your loved ones.

MG Gloster – The MG Gloster redefines premium SUV standards with its advanced dual-zone air purification system, featuring PM 2.5 filtration that ensures pristine air quality throughout its spacious cabin. This seven-seater marvel combines cutting-edge technology with luxury, offering seven driving modes, advanced driver assistance, and over 75 connected car features through i-SMART integration. The Gloster delivers premium amenities including a 20.32 cm Multi-Information System, leather seating, 64-color ambient lighting, and over 30 safety features. Every detail, from its best-in-class interior space to the sophisticated air management system, reinforces its position as a comprehensive luxury SUV package.

These vehicles represent a significant step forward in automotive technology, where the focus has expanded beyond traditional parameters like performance and comfort to include passenger health and wellness. As air quality concerns continue to grow in urban areas, these built-in air purification systems offer a valuable feature for health-conscious consumers, making the daily commute not just a journey from point A to B, but a breath of fresh air in an increasingly polluted world.

Amazon India Boosts “Make India Read More” Mission on World Book Day 2025

Bangalore, April 23, 2025: This World Book DayAmazon India is advancing its Make India Read More mission – a comprehensive effort to nurture India‘s reading culture through democratized access, innovative discovery and community engagement. This commitment builds on Amazon‘s ongoing work in expanding book accessibility to readers across the country.

Recent trends for Amazon India have demonstrated a growing appetite for books nationwide, with double-digit growth in both new customers and category sales. Tier 2 cities are notably driving this expansion, bringing new book customers at twice the growth rate seen in metros. To support this demand, the company has significantly expanded its same-day delivery capabilities, now reaching twice as many customers in top 20 cities compared to last year.

“Books are at the heart of Amazon’s identity, and our commitment to India‘s readers is deeper than ever,” said Rajarshi Guin, Director, Books & Toys, Amazon India. “From curating literature that reflects India‘s cultural and educational diversity, to investing in fast delivery and discovery, our focus is to make reading more rewarding, and more accessible. Whether it’s a young reader in a metro or a student in a Tier-3 town, we want to bring the right book to every doorstep.”

With a catalog of over 20 million titles across 14+ Indian languages, Amazon delivers books to 100% of India‘s serviceable pin codes. The category is witnessing strong double-digit growth in genres such as literary fiction, self-help, business, and children’s books, while regional language books in Malayalam and Tamil have doubled in demand year-over-year. Educational content remains strong with government exam preparation materials growing by over 30%, and specialized materials for engineering and law seeing growth of over 50% compared to last year.

To enhance discovery and customer experience, Amazon‘s monthly Book Bazaar is set to complete its 5th anniversary this year with 60 editions offering 300+ curated reading lists and deals on 30,000+ books across genres and languages. The company blends personalized algorithmic recommendations with trusted editorial curation through flagship initiatives like the Author of the Month, Amazon Book Talk series, and specialized destinations such as the Matrabhasha store for regional language titles. These efforts are further strengthened by Amazon’s partnership with over 30 national and international bestselling authors including Khaled Hosseini, Jeffrey Archer, Robin Sharma, Sudha Murthy, and Chetan Bhagat to provide authors a platform to connect with their readers.

In support of this missionAmazon has launched a nationwide book donation drive in partnership with the National Book Trust (NBT) and NCERT. Over the next 12 weeks, thousands of books will be distributed to Anganwadis, government schools, and grassroots organizations

“National Book Trust is delighted to collaborate with Amazon India on the ‘Make India Read More‘ initiative,” Yuvraj Malik, Director, National Book Trust, India, said. “This partnership reflects our shared vision of making books accessible to all. By combining NBT’s grassroots presence with Amazon‘s digital outreach, we aim to bring the transformative power of reading to every corner of the country.”

“NCERT is proud to support the Book Donation Drive with Amazon,” Aman Sharma, Secretary, NCERT said. “Through this initiative, 25,000 NCERT textbooks will be donated to underprivileged communities, promoting literacy and celebrating the joy of reading, aligning with the vision of the National Education Policy.”

Hitachi Vantara Unveils FY24 Sustainability Report

INDIA – April 23, 2025 – Hitachi Vantara, the data storage, infrastructure and hybrid cloud management subsidiary of Hitachi, Ltd. , today released its FY2024 Sustainability Report, marking the second edition of its annual ESG progress and transparency reporting. Building on last year’s inaugural report, this year’s edition outlines Hitachi Vantara’s progress in sustainability, highlighting advancements in energy-efficient infrastructure, reductions in carbon emissions and responsible business practices. It showcases Hitachi Vantara’s key achievements in FY2024, including ENERGY STAR® certification for multiple storage solutions, the expansion of global greenhouse gas (GHG) management and new sustainability tools that help customers track energy and carbon usage.

 As businesses increasingly rely on AI and data-intensive workloads, the demand for power continues to grow, leading to higher energy costs and greater environmental impact. According to a 2024 Department of Energy report, data centers consumed 4% of U.S electricity last year and could reach up to 12% by 2028. Navigating this challenge requires solutions that balance performance with efficiency – helping organizations manage growing data needs while keeping costs and carbon footprints in check. The new report highlights how Hitachi Vantara is addressing these pressures by delivering energy-efficient infrastructure that not only reduces environmental impact but also drives measurable cost savings for customers.

 “We’re proud of the progress we’ve made since our inaugural Sustainability Report, but we know the journey doesn’t end there,” said Sheila Rohra, CEO of Hitachi Vantara. “Our focus remains on highlighting how sustainability, particularly in the data center, can be both a key driver of innovation and a business differentiator – from reducing carbon emissions to helping businesses achieve energy savings, enhance operational efficiency and meet their broader sustainability goals.”

 Key highlights from the report include:

  • Top ENERGY STAR Rankings: Several Hitachi Vantara storage solutions earned ENERGY STAR certification for their industry-leading performance and energy efficiency. Hitachi Vantara holds the top two rankings for the most energy-efficient storage systems in the ENERGY STAR NVSS Disk Online 4 category, with the Virtual Storage Platform One Block (VSP One Block) securing the highest spot.
  • Solar-Powered Distribution CenterHitachi Vantara’s state-of-the-art solar-powered distribution center in the Netherlands generates approximately 30% of the electricity consumption from on-site solar production. The remaining electricity is sourced through verified Energy Attribute Certificates (EACs), ensuring the center operates entirely on renewable energy.
  • Recycled Materials: Currently, 40% by weight of the materials used in the bezels of Hitachi Vantara’s VSP One Block and File storage models come from post-consumer recycled plastics. These flame-resistant bezels meet safety standards and help limit impacts of fire. Hitachi Vantara plans to increase recycled content to 50% by FY2030 through the expanded use of recycled materials in drive canisters, biomass-based parts and continued IT resource recycling.
  • Energy Consumption and Management: In FY2024Hitachi Vantara consumed 78,211 MWh of energy, with 90% of that from grid electricity and 35% from renewable sources, such as solar and wind. Notably, following a 2024 data center refresh at its Denver facility, which optimized the physical layout, consolidated infrastructure, and enhanced airflow, energy consumption was reduced by 50%, and power usage effectiveness (PUE) improved from 1.6 to 1.3, demonstrating the impact of energy-saving initiatives in Hitachi Vantara’s operations.
  • Carbon Neutrality and Sustainability Goals: Hitachi Vantara is committed to achieving carbon neutrality for Scope 1 and Scope 2 emissions by FY2030. The company has also set a target to achieve carbon neutrality across its value chain by FY2050.

 Hitachi Vantara’s commitment to sustainability goes beyond its own operations. Through its engineered products and solutions, the company helps enterprise customers and data center operators reduce their carbon footprints while lowering operational costs and complexities. A few recent examples include:

  • La Molisana (Italy): As one of Italy’s leading pasta manufacturers, La Molisana implemented VSP One Block, resulting in a 30% reduction in energy consumption and a 2.5x improvement in response times, supporting its global expansion and sustainability goals.
  • Malayala Manorama (India): This major media company benefited from a new low-latency infrastructure, powered by Hitachi Vantara, leading to a 66% reduction in rack space and a 70% reduction in power and cooling costs.
  • Elisa Eesti (Estonia): One of Estonia’s largest telecom providers, Elisa Eesti modernized its data infrastructure with Hitachi Vantara’s Virtual Storage Platform (VSP), tripling energy efficiency and significantly reducing its carbon footprint.

 Sustainability was an important factor in our selection of VSP One Block,” said Maurizio Maio, CIO of La Molisana. “Although the energy consumption of our data center is relatively low compared to our manufacturing operations, we are keen to implement eco-friendly IT solutions. The energy-efficient VSP One Block aligns perfectly with our vision.”

 While the FY2024 Sustainability Report reflects on the achievements of the past year, Hitachi Vantara recently introduced its first key sustainability commitment of FY2025: a new Sustainability Guarantee that will be offered as part of its storage platform going forward. Available with VSP One, the guarantee empowers businesses to track and optimize energy consumption. It also guarantees a maximum power consumption target, making it easier for organizations to achieve their sustainability goals.

Skin Care Tips for Brides Before Bridal Makeup

Everybody loves healthy, glowing, and smooth skin, and when it comes to brides, it becomes a matter of concern to have healthy skin. Here are a few tips a bride should follow before bridal makeup to have radiant and flawless skin on her auspicious day. The following are the skin care tips for brides before bridal makeup-

 Start with a gentle cleanser to remove any dirt, oil, or makeup residue from your face. It is very important to clean your skin before and after applying makeup.

 Exfoliate your skin 2-3 times a week to remove dead skin cells and reveal a smoother complexion. Exfoliation will make you feel confident about your look as it will be free from dead skin, with healthy and glowing skin.

 To tighten pores and balance the pH of the skin, use toner. It is important to balance the pH level of the skin to make it hydrated and refreshed.

 Apply a hydrating serum or essence to provide extra nourishment and improve skin texture. It will improve the tone and appearance of the skin.

 Moisturize your skin with a suitable moisturizer that addresses your skin’s needs. The moisturizer also reduces aging, fine lines, and wrinkles.

 Use an eye cream to hydrate the delicate skin around the eyes and reduce puffiness and dark circles. An eye cream provides extra nourishment and hydration to the skin with an illuminating appearance.

 Don’t forget to apply sunscreen with at least SPF 30 to protect your skin from sun damage. Sunscreen will prevent skin from premature aging and sunburn.

 Consider using a facial mask that suits your skin type and concerns a day or two before the wedding for an extra boost of hydration or brightening. Face masks improve the appearance of pores and remove excess oil to have fine and smooth skin.

 According to Dr. Rishabh Raj Sharma, Dermatologist at NIIMS Medical College & Hospital-

Use products that you have used before to avoid any new skincare products close to the wedding day to prevent potential reactions or allergies. Stay hydrated by drinking plenty of water and eating a balanced diet to promote overall skin health.  Consistency is key, so start your skincare routine well in advance to give your skin time to adjust and look its best on your big day.

 

Samsonite Teams Up with Manish Malhotra in Social Beat Campaign

When a legacy travel brand famous for innovations meets a visionary designer renowned for reshaping Indian couture—something iconic is bound to happen. Manish Malhotra x Samsonite is more than a collaboration — it’s a landmark moment that reimagines what luxury luggage can look and feel like. And Social Beat brought this collaboration to lifewith a campaign that felt just as elevated, stylish, and statement-making as the collection itself. 

The idea was simple: don’t just launch a bag—launch something rare, desirable, and bound in legacy.

The pre-buzz kicked off with subtle sightings of Manish Malhotra himself carrying the bag. No big reveal, no overt branding—just intrigue. This was followed by a curated wave of influencers who seamlessly seeded the collection into their worlds, helping the bag quietly (but powerfully) claim its place as the accessory of the season.

At the centre of the launch is a hero film that brings to life the idea of elegance meeting exclusivity. It showcases how everyone walks their own path in their own unique style, projecting the bag as an extension of their distinct self. Clean silhouettes and sharp frames mirrored the bag’s sleek elegance, while grunge-laced interiors brought in a raw edge. Esoteric by intent, the film carried Manish Malhotra’s refined aesthetic without ever spelling it out. A quiet, confident storytelling that lets the product do all the talking.

Anushree TainwalaExecutive Director at Samsonite South Asia, shared: “This collaboration was a milestone for Samsonite—a fusion of our legacy of innovation with Manish Malhotra’s timeless design sensibility. The campaign was crafted to reflect the sophistication of the collection while introducing a bold, fashion-forward chapter in the Samsonite journey.”

Ashish Tambe, National Creative Director at Social Beat, added: “The campaign had to evoke the emotion of owning a statement. The creative had to tick all the boxes that a launch must—from a brand and product lens—but at the same time, move beyond the tactical and create an aura of a fashion-first international traveller.”

Vikas ChawlaCo-founder of Social Beat, said: “Collaborating on this unique launch combines our capabilities across creative, films, media and technology. The goal was to build a campaign that did justice to the grandeur of the Manish Malhotra x Samsonite collaboration, and our team brought that vision to life across platforms with creativity, passion, and precision.”

The campaign unfolded as a full-fledged 360° digital experience — with a social media content strategy built around Manish Malhotra, influencer marketing to amplify reach, and sharp media planning & buying to drive results. Bold hoardings and luxe in-store setups brought the buzz offline, creating a seamless blend of digital and physical presence.

With striking visuals, a bold film, and a sharp digital rollout, the campaign did more than drop a collection—it redefined what luggage can be. Because when icons come together, travel doesn’t follow trends. It sets them.