3, Sep 2026
Nepal Flood Disaster Deepens as Death Toll Crosses 1,200

Kathmandu, Sep 3: Nepal is continuing to grapple with the aftermath of devastating flash floods, with the death toll rising to 1,243 as rescue teams battle heavy rain, mud and debris to locate people still missing.

Nepal Flood Disaster Deepens as Death Toll Crosses 1,200

Rescue operations remain focused on areas along the Bhotekoshi River, where authorities fear some people could be trapped inside tunnels and underground power facilities. Difficult weather and debris have made access to several locations challenging.

Prime Minister Balendra Shah has urged the international community to take a closer look at the possible role of climate change in the disaster. He said the issue needs greater global attention as Nepal works to recover from the widespread destruction.

The tragedy has left families facing uncertainty, with some holding symbolic funeral ceremonies for relatives who remain missing.

India has stepped up its relief assistance to Nepal, sending more than five tonnes of essential medicines along with an 11-member specialised rescue team. The team has also brought more than six tonnes of rescue equipment to assist local authorities in ongoing search and relief operations.

Authorities and rescue workers are continuing their efforts to reach isolated communities, search for missing people and provide essential assistance to those affected by the floods.

The disaster has once again highlighted the vulnerability of Himalayan communities to extreme weather events and the need for stronger preparedness and rapid emergency response systems.

3, Sep 2026
Rising Ganga Water Triggers Alert in Varanasi, PM Modi Reviews Relief Efforts

Varanasi, Sep 3: Prime Minister Narendra Modi has reviewed the worsening flood situation in Varanasi and asked the local administration to ensure that relief and rescue efforts reach affected people quickly as the Ganga continues to rise.

Rising Ganga Water Triggers Alert in Varanasi, PM Modi Reviews Relief Efforts

PM Modi spoke with Varanasi Mayor Ashok Tiwari and District Magistrate Satyendra Kumar to understand the situation on the ground and take an update on the steps being taken by the administration.

Officials briefed the Prime Minister on the areas affected by rising water levels, ongoing rescue operations and arrangements being made for people who may need to move to safer locations. He stressed the need for prompt action and directed officials to ensure that residents face minimum inconvenience during the situation.

The Prime Minister also reviewed arrangements at relief camps and asked the administration to ensure that people staying there receive essential facilities without delay. Officials have also been instructed to remain prepared to arrange additional food, medicines and other relief material if required.

The administration has been asked to keep a close watch on the river and respond immediately to any further rise in the water level. The emphasis is on ensuring public safety while maintaining uninterrupted relief operations.

The Ganga crossed its warning level in Varanasi on Wednesday. According to the Central Water Commission, the river was flowing at 70.29 metres, above the warning mark of 70.26 metres.

The increase in water levels has raised concerns in low-lying parts of the city and areas close to the ghats. The danger level for the Ganga at Varanasi is 71.26 metres, while the highest flood level is recorded at 73.90 metres.

As a precaution, the district administration has temporarily stopped boat operations on the Ganga. Residents, devotees and visitors have also been advised to stay away from the ghats and avoid areas where strong currents or rising water could create a safety risk.

Authorities are continuing to monitor the river closely and assess the situation across vulnerable areas. Relief teams and local officials remain on alert so that assistance can be provided quickly if conditions deteriorate.

The administration’s immediate priority is to protect residents, maintain essential services and ensure that people affected by the rising water receive timely support.

3, Sep 2026
Wispr Flow’s Latest Brand Film By Only Much Louder Celebrates The Things We Say Better Out Loud

India, Sep 03: There is a version of each of us that is more honest, more spontaneous, and less edited, and it often shows up when we speak.

Wispr Flow’s Latest Brand Film By Only Much Louder Celebrates The Things We Say Better Out Loud

Wispr Flow, the AI voice-to-text platform, launched its first-ever brand film in India, conceptualised and produced by Move Over, Only Much Louder’s cultural-first creative agency, titled ‘Bologe Toh Tum Dikhoge’, the film explores a simple, yet powerful idea; somewhere between thought and text, people often edit themselves down. But when they speak, they reveal more of who they are.

Showcasing slice-of-life narratives, the film captures the many ways people communicate today – across distance, within families, in moments of affection, humour, pride, and vulnerability. From long-distance friendships and newlywed exchanges to a father expressing emotion while watching his son play cricket, each story reveals a shared truth: when people speak instead of type, they often say more of what they truly mean.

For Move Over, the challenge was never simply to communicate what the technology does, but to uncover why it matters. By grounding the narrative in familiar, emotionally resonant moments, the film moves beyond product storytelling to explore a broader truth about communication today: that our most authentic selves often emerge in conversation.

At the heart of the film lies a tension that feels increasingly universal. People draft, delete, and rethink what they want to say while typing. In doing so, spontaneity, emotion, and intent can get lost. The film uses this insight to demonstrate how voice-led communication can preserve the warmth, immediacy and nuance of human expression.

Wispr Flow’s AI voice-to-text technology is designed to make digital communication more natural and intuitive. Supporting over 100 languages and equipped with contextual understanding that goes beyond literal transcription, the platform enables interactions that feel closer to the way people actually think and speak.

Nimisha Mehta, India Lead at Wispr Flow, said,

“India has always been a culture of speaking things out – we meet in person, we call, we send voice notes, and a keyboard has always felt like it lets through less of us than we‘d like to say. Typing makes us edit ourselves down; speaking lets us be more of who we are. That tension sits at the heart of this campaign, and it’s a big reason Wispr Flow exists in India – to bring the human connection back into the digital world the internet has opened up for us. What made this work was Move Over. Balancing real product understanding with the human and cultural nuance of how India communicates is genuinely hard to do for a tech-first product, and they struck that balance beautifully.”

Talking about the collaboration, Tusharr Kumar, Only Much Louder, CEOsaid,

“The most meaningful shifts in technology are often the ones that bring us closer to how people naturally live, feel, and communicate. With this filmwe wanted to tell a story that felt culturally familiar and emotionally truthful – one that reflects how much of ourselves gets edited in typed communication and how voice can bring back some of that immediacy, warmth, and honesty.”

The collaboration reflects Move Over’s broader philosophy of storytelling: finding the human truth within cultural and technological change. As a cultural translator for Wispr Flow, Move Over took a global technology product and grounded it in an emotional insight that feels deeply familiar in India- that sometimes, the things we mean most are the things we say best out loud.

3, Sep 2026
NMIMS SoBA Celebrates Academic Achievements at 2026 Degree Ceremony

NMIMS SoBA Celebrates Academic Achievements at 2026 Degree Ceremony

Mumbai, Sep 3: The School of Branding & Advertising (SoBA), SVKM’s NMIMS (Deemed-to-be University) celebrated the graduating BBA (Branding & Advertising) cohort at its Degree Distribution Ceremony 2026, bringing together students, faculty, parents and industry leaders to mark an important milestone in the students’ journey from the classroom to the professional world.

The ceremony was graced by Shashi Sinha, veteran advertising and media leader and former Chairman & CEO of IPG Mediabrands, who brings nearly four decades of experience in shaping India’s advertising and media ecosystem. A recipient of the AAAI Lifetime Achievement Award 2023, Sinha has held key leadership positions across the industry and continues to engage with the evolving marketing landscape.

Speaking about the growing influence of AI and technology in advertising, Sinha highlighted the need to balance technological capabilities with human emotion, referring to the idea of “Heart and Science.” He encouraged the students to stay connected to life and culture, noting that advertising ultimately draws from the world around us. He also emphasised collaboration, pointing out that bringing together different people, experiences and perspectives can lead to stronger ideas and solutions.

The ceremony witnessed the presentation of degrees and scrolls to the graduating students, with Dr. Kiran Desai, Director, NMIMS School of Branding & Advertising, in attendance. The Dean’s List, SoBA Excellence Awards and Faculty Awards were also presented, recognising students and faculty members for their academic and overall excellence.

Dr. Kiran Desai, Director, NMIMS School of Branding & Advertising, said, “Our learning design aims to inspire all young dreamers who want to follow their dreams. We go beyond traditional knowledge delivery by integrating practical and experiential learning into every course. This approach cultivates the development of strategically sound, innovative and relevant media elements that are instrumental in crafting successful brand campaigns.”

The ceremony also featured the unveiling of “The Decision Point – Marketing Dilemmas for the Boardroom and the Classroom”, a book that explores contemporary marketing challenges and decision-making. Shashi Sinha unveiled the book alongside its editors, Dr. Kiran Desai, Director, NMIMS School of Branding & Advertising, and Dr. Rishika Bhojwani, Assistant Professor, NMIMS SoBA.

The event reflected SoBA’s commitment to bridging academic learning with industry perspectives, providing students with the knowledge, skills and exposure to navigate the evolving landscape of advertising, branding and communications. 

3, Sep 2026
Kunal Rawal launches his first-ever Music Video Campaign

Mumbai, Sep 3: Music has never been background noise in the world of Kunal Rawal. For years, it has been part of the way the designer builds a collection, sets a mood and ultimately presents menswear. From earlier tracks including Ishq Mitha that have become synonymous to sangeet and baraat celebrations to original compositions created for the runway, sound has developed alongside the couture as a recognisable part of the world of KR.

Now, that relationship gets its biggest stage yet.

Fresh off the heels of the brand’s showcase at FDCI India Couture Week 2026, Kunal Rawal presents Rawalgarh di Jugni, his firstever original music video campaign with T-Series. It is a fun and immersive take on the aesthetic world of Rawalgarh: a land of couture, culture, celebration, menswear and a whole lot of music. Created in close collaboration with Akshay & IP, the project takes the brand’s sonic identity beyond the show soundtrack and into a world of its own. At its centre is Jugni: literally, the light”: a spirit of energy that brings life to the make-believe fort. Jugni is both metaphor and protagonist, representing the individuality that has always remained one of the brand’s strongest codes.

The sound is unmistakably KR: Punjabi folk with a rock-and-roll streak. Guitar riffs cut through dhol beats; heritage verses sit against contemporary production. The result is neither a traditional folk track nor a conventional fashion soundtrack, but something that occupies the space between the two: Indian at its core, contemporary in its treatment and built with the same contrasts that have long informed Rawal’s clothes.

Music and film have always been a huge part of what inspires me, and that naturally finds its way into the couture we create. Making our firstever music video feels incredibly exciting, but also like a very natural next step. Rawalgarh gave us the opportunity to bring all those influences together and create something that represents what has shaped me creatively over the years, and what continues to inspire me today.” — Kunal Rawal

That world finds its visual setting at Alila Fort Bishangarh, where Rawalgarh di Jugni was filmed. Set against the fort’s raw stone geometry and golden light, the film plays with the same tensions found throughout Rawal’s work: structure against fluidity, heritage against modernity, permanence against change. Rather than using the location as a decorative backdrop, its architecture becomes part of the frame, interacting with the clothes and the movement around them.

In Rawalgarh, the crow signals the arrival of something exciting. A messenger of what lies ahead, it leads the viewer into the film and towards the world waiting to be discovered.

And then there are the clothes.

First presented at India Couture Week 2026 in July, Rawalgarh is one of the brand’s most expansive expressions of menswear to date, bringing together over 150 looks across Couture Casual, Indian Black Tie and the Ceremonial Modern Groom. Military structure meets sportswear ease; evolved Indian handcraft meets engineered construction; traditional techniques are worked through new textures, silhouettes and colour.

The music video gives those clothes a different life. Away from the runway, they move through the landscape they were imagined for, allowing sound, architecture and couture to operate as parts of the same idea.

 

3, Sep 2026
Healthcare’s Next Competitive Advantage: Leaders Who Know How to Harness AI

Sep 03: Healthcare has always evolved with scientific breakthroughs. However, its biggest transformation is being driven by something different; not a new treatment or medical device, but intelligence embedded into every layer of the healthcare ecosystem.

From AI-assisted diagnostics and virtual care to predictive hospital operations and personalised patient engagement, healthcare organisations are reimagining how care is delivered. Yet as technology advances at unprecedented speed, one question is becoming increasingly urgent: Who is prepared to lead this transformation?

The challenge is no longer about adopting AI. It is about integrating it responsibly into business strategy, clinical workflows, operations, finance, and patient experience. As healthcare becomes more connected and data-driven, leadership itself is being redefined.

The pace of change is already evident.

  • 85% of healthcare leaders are already exploring or have adopted Generative AI capabilities.Source: McKinsey

  • 64% of healthcare organisations implementing Generative AI report they have already achieved or expect to achieve a positive return on investment.Source: McKinsey (2025) 

  • India’s healthcare industry is projected to reach US$37 billion by 2030, fuelled by rising digital adoption, expanding healthcare infrastructure, and continued investment in health technology.Source: BCG 

These figures point to more than growing technology adoption, they signal a redefinition of healthcare leadership itself.

Traditionally, healthcare managers built their careers around clinical expertise, operational excellence, or hospital administration. Those capabilities remain essential, but they are no longer sufficient. Today’s leaders are increasingly expected to evaluate AI investments, lead digital transformation initiatives, optimise healthcare delivery through data, navigate evolving regulations, manage multidisciplinary teams, and make strategic decisions that balance patient outcomes with organisational performance.

In many healthcare organisations, digital transformation has moved beyond being an IT initiative. It is now a boardroom priority with direct implications for quality of care, operational resilience, financial sustainability, and long-term competitiveness. As a result, management education is also evolving to prepare leaders for this broader mandate.

Recognising this shift, IIM Lucknow has introduced the Executive Programme in Healthcare Management in the AI and Digital Era, an 11-month programme designed to help healthcare professionals strengthen their capabilities across healthcare strategy, operations, finance, leadership, and digital transformation.

Rather than treating AI as a standalone subject, the programme integrates emerging technologies with core healthcare management disciplines, reflecting the way transformation is unfolding across hospitals, healthcare providers, and health-tech organisations today.

The programme explores key areas including:

  • Healthcare economics, governance, and policy 

  • Strategic leadership and organisational transformation 

  • Financial management and capital allocation in healthcare 

  • Operational excellence, Lean, Six Sigma, and healthcare supply chains 

  • Digital health, healthcare analytics, and decision intelligence 

  • Generative AI, Agentic AI, and intelligent automation 

  • Patient-centric innovation, design thinking, and digital marketing 

Participants also benefit from an applied learning experience featuring:

  • 100% live online lectures delivered by IIM Lucknow faculty 

  • A faculty-guided capstone project focused on real-world healthcare challenges 

  • The Campus Chapter—a three-day immersion at the IIM Lucknow campus 

  • Peer learning opportunities through live interactions with healthcare professionals 

  • Hands-on exposure to industry-relevant AI and digital tools, including ChatGPT, Gemini, and Canva

  • IIM Lucknow Executive Education Alumni Status upon successful completion 

Importantly, the curriculum reflects a reality many healthcare organisations are already experiencing: successful digital transformation is not simply about implementing new technologies. It requires leaders who can connect AI with strategy, operations, finance, governance, and patient outcomes while leading organisational change with confidence.

Looking Beyond Technology

As healthcare continues to evolve, the conversation is gradually shifting away from whether AI will transform the sector. That question has largely been answered. The more important question is whether healthcare organisations have enough leaders capable of translating technological possibilities into measurable organisational impact.

The future of healthcare will be shaped not simply by better algorithms or smarter systems, but by leaders who can combine strategic thinking, management expertise, and digital fluency to build more efficient, resilient, and patient-centric healthcare organisations. IIM Lucknow’s Executive Programme in Healthcare Management in the AI and Digital Era reflects this changing leadership mandate, equipping professionals with the interdisciplinary capabilities needed to navigate one of the most significant transformations the healthcare industry has witnessed. For healthcare leaders looking to stay ahead of this shift, investing in future-ready management capabilities today could become one of the most important decisions they make for tomorrow.  

2, Sep 2026
Ariel University Celebrates First Graduates of English-Language International Medical Sciences Program

Inaugural International Medical Sciences class graduates alongside students from Ariel University’s established Hebrew-language program, as the Adelson School of Medicine later celebrates its third M.D. graduating class

Ariel University Celebrates First Graduates of English-Language International Medical Sciences Program

 

Ariel University has celebrated the first graduating class of its English-language International Medical Sciences (Pre-Med) B.Sc. program, as part of a day of graduation ceremonies highlighting the University’s growing strength in medical sciences and physician education.

The first ceremony brought together graduates of Ariel University’s established Hebrew-language Medical Sciences (Pre-Med) B.Sc. program and the inaugural graduating class of its English-language International Medical Sciences program.

Launched in 2022, the three-year English-language program was developed from Ariel University’s established Hebrew-language program. Introduced as Israel’s first three-year English-language International Pre-Med B.Sc. program, it was created to provide English-speaking students from Israel and around the world with a rigorous medical-sciences education in Israel.

For the International Medical Sciences students, this year’s graduation carries a particular significance: they are the first cohort to complete the English-language program.

The program provides students with a broad scientific foundation spanning the basic sciences, biological sciences and pre-clinical medical disciplines, while also incorporating research, behavioural and social sciences.

Graduates receive a Bachelor of Science (B.Sc.) degree and can pursue a range of pathways, including further medical studies, advanced degrees and careers in medical research, biotechnology and clinical research.

Prof. Izhak Michaelevski, Academic Director of the International Pre-Med Academic Program at Ariel University:

“There is something particularly meaningful about seeing the first graduates of a program that began as a vision only a few years ago. These students chose to be pioneers. They placed their trust in a new English-language academic pathway and, today, they leave Ariel University with the scientific foundation to take their next steps in medicine, research and the life sciences.”

“Our ambition was never simply to translate an existing degree into English. We wanted to create an international academic environment that combines rigorous medical science, research, critical thinking and preparation for the rapidly changing world of modern medicine. Our first graduating class demonstrates what that vision can achieve.”

Later that day, in a separate graduation ceremony, the Dr. Miriam and Sheldon G. Adelson School of Medicine celebrated the third graduating class of its M.D. program, as another cohort of Ariel University-trained physicians completed their medical studies.

The Dr. Miriam and Sheldon G. Adelson School of Medicine offers a four-year M.D. program for bachelor’s-degree graduates, combining basic and clinical medicine with an emphasis on areas including personalised medicine, digital medicine, molecular biology, human genetics and evidence-based decision-making.

Together, Ariel University’s established Hebrew-language Medical Sciences (Pre-Med) B.Sc. program, its English-language International Medical Sciences (Pre-Med) B.Sc., and the Adelson School of Medicine’s four-year M.D. program reflect the University’s growing strength across medical sciences, medical research and physician education.

For the pioneering graduates of the English-language program, however, this year’s ceremony will always carry a special distinction: They were the first

2, Sep 2026
DECATHLON Strengthens Reach Among Young Families Through Strategic Partnership with FirstCry

DECATHLON Strengthens Reach Among Young Families Through Strategic Partnership with FirstCry

~Partnership leverages FirstCry’s 25 million+ registered user base; aims to drive early-stage sports adoption and help children build active, healthy habits for life~

 
 
Sept 02: Decathlon Sports India, the leading multi-specialist sports brand, has announced a strategic partnership with FirstCry, India’s premier platform for children and expectant mothers. The collaboration aims to introduce high-quality sports gear to young families nationwide, supporting Decathlon’ Sport India’s vision of engaging new customer segments and fostering active wellbeing through sport across India.
 
As part of the collaboration, customers on FirstCry can explore a curated collection of Decathlon’s kids’ products, including apparel, footwear, accessories and sports essentials. The range includes over 500 sports products across sports like skating, swimming, badminton, tennis, football, cricket, cycling, fitness and outdoor sports.
Introducing toddlers and kids to sports early establishes foundational motor skills, boosts cognitive development and fosters social-emotional growth. Research indicates that early exposure sets a precedent for lifelong fitness, making active children up to 40% more likely to maintain healthy habits into adulthood.
 
The partnership enables Decathlon Sports India to connect with FirstCry‘s community of over 25 million registered users, delivering quality and affordable sports products to families across metros, as well as Tier 2 and Tier 3 markets. By establishing a presence on a platform trusted by parents, Decathlon Sports India aims to seamlessly integrate sports and physical activity into children’s daily routines from an early age.
 
Commenting on the partnership, Sankar Chatterjee, CEO, Decathlon Sports India says “Children today have an incredible array of opportunities to explore new interests and activities. Through this collaboration, Decathlon Sports India and FirstCry aim to support parents in encouraging movement, play and active participation in sports. We believe physical activity is key to holistic wellbeing, fostering not just fitness, but confidence, mental clarity, and social growth. Our goal is to bring high-quality sports gear closer to families, ensuring every child has the tools for all-round development through a convenient and seamless shopping experience.”
 
Commenting on the partnership, Supam Maheshwari, Chief Executive Officer (CEO) & Founder FirstCry, said “At FirstCry, our mission has always been to make parenting simpler by bringing everything a growing child needs under one roof. Our partnership with Decathlon Sports India is a natural extension of that commitment, making high-quality sports gear easily accessible to children and parents across India through the FirstCry platform. By bringing together FirstCry’s deep understanding of young families and nationwide reach with Decathlon’s global sporting expertise, we are making it easier for parents to encourage active, outdoor play and help children build healthy habits from an early age. We are delighted to welcome Decathlon Sports India to the FirstCry platform and look forward to making sports more accessible to the next generation.”
 As awareness around health and active lifestyles grows among Indian families, this partnership unites Decathlon Sports India’s product innovation with FirstCry‘s deep understanding of young families. Together, they are committed to helping millions of households discover sports, supporting parents in building positive habits through movement and play from the start.
2, Sep 2026
VST Tillers Tractors and Union Bank Partner to Make Farm Equipment Finance More Accessible

Partnership to facilitate affordable financing for VST’s range of tractors and farm mechanisation products through its 1,000+ dealer network across India

VST Tillers Tractors Partners with Union Bank to Expand Retail Finance Access for Farmers

 

Bengaluru, India | Sept 02: VST Tillers Tractors Limited (VTTL), a leading manufacturer of compact tractors and farm mechanisation solutions, has signed a Memorandum of Understanding (MoU) with Union Bank of India to facilitate retail finance for customers purchasing VST’s range of agricultural and farm equipment.

Under the MoU, Union Bank of India will facilitate retail loan facilities for customers purchasing VST Tillers Tractors’ products, including Tractors, Power Tillers, Power Reapers and Power Weeders. The initiative is aimed at making farm mechanisation more accessible to the farming community by providing affordable and convenient financing options.

The financing facility will be available through VST’s extensive network of over 1,000 dealers across India, enabling farmers and customers to access financing closer to their communities and support the purchase of suitable farm equipment.

Dr. HT Vasappa ,GM, Union Bank of India said “We are pleased to partner with VST Tillers Tractors to facilitate convenient and affordable retail finance for farmers and customers looking to invest in agricultural mechanisation. Through this collaboration, we aim to strengthen access to credit and enable farmers to acquire modern farm equipment through VST’s wide dealer network. This partnership reflects Union Bank of India’s commitment to supporting the agricultural sector and contributing to the financial empowerment of the farming community.”

On VST’s partnership with Union Bank of India, Antony Cherukara, CEO, VST Tillers Tractors Ltd said “at VST Tillers Tractors, we believe that access to affordable financing is an important enabler of farm mechanisation. Our partnership with Union Bank of India will make it easier for farmers to access financing for our range of tractors and farm equipment through our extensive dealer network. This initiative reinforces our promise to empowering the farming community with accessible, efficient and technology-driven mechanisation solutions that can support greater productivity and sustainable growth.”

The partnership is expected to strengthen access to mechanisation solutions for farmers, helping them adopt modern agricultural equipment while managing their investment through accessible financing options.

2, Sep 2026
Mr Sohil Bhargava appointed Director – Operations at THE Park Hotels’ upcoming hotel

Mr Sohil Bhargava appointed Director – Operations at THE Park Hotels’ upcoming hotel

 

 
Sept 02: THE Park Hotels has appointed Mr Sohil Bhargava as Director – Operations for its upcoming hotel currently in the pre-opening phase. With over 11 years of experience in luxury hospitality, Mr Bhargava brings deep expertise in pre-opening projects, food and beverage operations, guest experience, team leadership. In his new role, he will spearhead the operational planning and pre-opening execution, including recruitment, operational readiness, F&B planning, cost and revenue management – laying the groundwork for the brand’s Anything But Ordinary™ experience.
 
Mr Bhargava has held leadership positions with some of the hospitality industry’s leading luxury brands, including The Leela Palace Jaipur, The DLF Camellias, Raffles Udaipur, Grand Hyatt Gurgaon, Andaz Delhi and Grand Hyatt Goa. His background spans pre-opening planning, F&B concept development, P&L management, revenue and cost optimization, talent and guest experience management.
 
Commenting on his appointment, Mr Sohil BhargavaDirector – Operations for the upcoming hotel, added, “It is an honour to be part of THE Park Hotels and take on the responsibility of leading operational preparations for the upcoming hotel. I look forward to working with the team closely to create differentiated experiences, deliver excellence and bring the Anything But Ordinary™ spirit to a new market.”