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BPCL Launches EV Fast Charging Highway Corridor On Delhi – Jalandhar Highway

New Delhi, February 11, 2023: Bharat Petroleum Corporation Limited (BPCL), a ‘Maharatna’ and a Fortune Global 500 Company, today announced the launch of the Electric Vehicle Fast Charging Corridor on the Delhi – Jalandhar National Highway with fast charging stations at 12 BPCL retail outlets strategically located along the highway (part of NH-44) as part of its initiative to address the range anxiety of electric vehicle owners.

The 750 Km long segment of NH-44 is the fourth such Electric Vehicle Fast Charging Corridor in the country, with fast charging stations at roughly every 100 Km on both sides of the highway. Chennai-Trichy-Madurai, Chennai-Bangalore, and Bangalore-Coorg were the first three Electric Vehicle Fast Charging Corridors set up by BPCL.

The EV fast chargers at BPCL Fuel Stations will help customers recharge their EVs in just about 30 minutes to get a driving range of up to 125 kilometers after which there will be another BPCL EV charging station for EV owners going further ahead. All EV customers will be able to use the EV fast charging stations via a pay-per-use online service. The fast chargers can be self-operated without any manual assistance through support staff will be at hand when needed.

Located at BPCL retail outlets, these EV fast Charging stations offer long-distance and inter-city travelers much-needed safe, well-lit and secure pit stops together with amenities like clean and hygienic washrooms toilets, mATMs, etc for their convenience while their vehicle is being recharged. BPCL has digitized the entire EV charger locator, charger operations, and transaction process through the HelloBPCL app for an online hassle-free and transparent user experience.

Going forward, 200 such Electric Vehicle Fast Charging Corridors under the brand eDrive which carries the tagline Clean. Fast. Easy will be set up along key National Highways by 31st March 2023 as part of the drive to support and accelerate EV adoption in India.

BPCL also announced the launch of the Integrated Customer Program with MG Motors, a British automotive brand, who has so far sold 8900 electric vehicles in the country which will enable all MG’s EV customers while driving, to locate BPCL EV Charging stations through their car dashboards and fast charge their electric vehicles with specific benefits accorded to MG EV owners at all BPCL EV Charging stations across the country.

Subhankar Sen, Head Retail Initiatives & Brand, BPCL, and Gaurav Gupta, Chief Commercial Officer, MG Motors jointly announced the launch of the Integrated Customer Program in an event held in Delhi on 11th February 2023, in the presence of Rajiv Dutta, Head Retail North – BPCL, Mihir Joshi, State Head (Delhi, Haryana, HP & UK)-BPCL and other Senior officers.

Speaking at the launch, Subhankar Sen, Head Retail Initiatives & Brand, BPCL said “A cleaner planet is better for everyone and decarbonization is a challenge that requires broad-reaching, multi-faceted solutions and we in BPCL are playing our part by setting up the network of electric vehicle fast charging highway corridors to address the range, discovery and time anxieties of EV owners which we firmly believe will hasten the adoption of Electric Vehicles in the country. Our initiative with MG Motor India in creating a rewarding experience for MG Motor EV customers today is an important initiative under our EV charging strategy and towards our larger objective of achieving our goal of net-zero emissions by 2040. We are excited about our innovative technology integration with MG Motors who have incorporated our EV charging network in their dashboard navigator providing unmatched convenience for MG EV owners. This truly reflects the commitment of both our organizations to bring in cutting-edge technology for the promotion of EV adoption in the country.

Together with MG Motor India, we will be working to improve the EV charging experience along key travel arteries connecting cities, tourist destinations, and economic centers in the country.

Bharat Petroleum Fuel Stations offer consumers the added convenience of clean and hygienic washrooms, cash withdrawals, safe and secure parking while charging, free digital air facility, 24-hour operations, and much more. Select fuel stations also offer Nitrogen filling facilities. Several of Bharat Petroleum’s highway fuel stations also offer hygienic food through its strategic alliances with leading brands such as McDonald’s, A2B, Cube Stop, Café Coffee Day, and other local outlets. Bharat Petroleum has also planned to roll out its chain of In & Out convenience stores at key fuel stations on highways for added convenience to its customers.

Speaking on the occasion, Gaurav Gupta, CCO, of MG Motor India said, “MG has been at the forefront of the development of a strong EV ecosystem since the launch of the ZS EV in 2020. It brings us immense pride to announce the inauguration of twelve new DC fast-charging facilities across the most significant highway of the country, in partnership with BPCL. We intend to establish a holistic ecosystem in India to accelerate EV adoption, and the new chargers at the BPCL fuel stations will provide the necessary impetus for people to switch to electric mobility.”

Revamp Your Ride: Croma and Revamp Moto Partner for Exciting Smartphone Carnival

11th February 2023, India: Revamp Moto, the leading two-wheeler electric vehicle start-up, and Croma, a popular technology retailer have come together to offer customers an exciting and sustainable shopping experience. This exciting campaign is going on from 26th January and will continue until 22nd March 2023 giving customers the chance to participate in the Croma Smartphone Carnival and avail of a range of discounts and deals.

The Croma Smartphone Carnival offers customers up to 50% off on smartphones and assured vouchers worth Rs. 10,000 on every purchase. Additionally, customers can win exciting prizes such as the Tata Nexon EV Car, Revamp Moto Electric Bikes, and more simply by making a purchase at a Croma store. To add to the excitement, both brands are offering 20 lucky winners the chance to take home a Revamp Moto RM Buddie 25 electric bike by scratching a card.

This exciting campaign is being advertised through posters in metros, locals, newspapers, and 500+ hoardings across 65 cities and 250+ stores in India. To enhance the customer experience, customers are encouraged to click a picture of a poster, share it on their social media accounts by tagging both Revamp Moto and Croma and stand a chance to be featured on the brand’s official social media accounts.

Commenting on the collaboration, Pritesh Mahajan, Co-Founder and CEO of Revamp Moto, stated, “We are delighted to partner with Croma to bring a fresh and sustainable aspect to the Croma Smartphone Carnival. This collaboration celebrates technology and sustainability, and we are thrilled to offer our customers the opportunity to win one of our RM Buddie electric bikes or even a Tata Nexon EV car. We are confident that this partnership will provide a unique and unparalleled shopping experience for our customers.”

β-damascone: Aroma Component of Rose Fragrance as a Novel Immunomodulator

Dendritic cells (DCs) perform several important immunological functions. However, their hyperactivity can result in inflammatory and autoimmune diseases. Now, to identify natural compounds that can regulate DC-mediated functions, a group of researchers screened 150 natural aroma compounds. They discovered that β-damascone, a major aroma component of rose, can suppress DC-mediated immune functions. In vivo experiments in mice models demonstrated that β-damascone has anti-inflammatory properties and can be promising as an effective immunomodulatory drug.

Dendritic cells (DCs) are important players of the immune system with important functions such as the identification of infectious pathogens, production of cytokines (chemical signalers of the immune system), presentation of antigens to activate T-cells, and more. Despite performing such key functions, DCs may lead to inflammatory and autoimmune diseases when hyperactive. Therefore, to prevent DC-mediated diseases, it is necessary to identify molecules that can modulate the functions of DCs.

Previous studies have indicated that natural compounds can serve as potent immunomodulators. To explore the role of such compounds in modulating the functions of DCs, a team of researchers from Japan, led by Prof. Chiharu Nishiyama from Tokyo University of Science, including Dr. Hikaru Okada, Dr. Masakazu Hachisu, and Dr. Naoki Kodama screened 150 types of natural aroma compounds. “Natural fragrant compounds are found in plants and microorganisms and are also commonly used in foods and daily necessities. However, not much research has been conducted on the physiological activities of individual flavor compounds, particularly on immune responses,” remarks Prof. Nishiyama while discussing their motivation behind this study, which was published in Frontiers Nutrition on February 9, 2023.

First, the team conducted a two-step screening process of aroma compounds, which led to the identification of a novel and effective modulator of DCs known as β-damascone—a primary component that constitutes rose fragrance.

Next, through a series of molecular and immunological assays, the team found out that β-damascone inhibited several functions of DCs including antigen-dependent activation of CD4+ T-cells and the development of Th1 cells (Type-1 helper cells). In addition, β-damascone reduced the production of inflammatory cytokines such as, interleukin (IL)-6, IL-12p40, and tumor necrosis factor (TNF)-a.

Discussing these findings, Prof. Nishiyama further adds, “We wanted not only to observe the effective active ingredients, but also to thoroughly examine their mechanisms of action at the molecular level, up to the point of verifying whether they exert physiologically meaningful effects.” True to their word, on exploring the mechanisms underlying the inhibitory functions of β-damascone, the team noted that these functions were mediated by NRF2—a master transcription factor with crucial antioxidative roles. NRF2 was found to exert these effects via its target genes, Hmox1 and Nqo1.

The function of β-damascone was further confirmed by in vivo experiments in contact hypersensitivity mice models. The oral administration of β-damascone reduced ear inflammation in these mice models. Notably, these experiments also corroborated the role of NRF2 in β-damascone-mediated immunomodulation. Indeed, ear swelling was not suppressed in NRF2 knockout mice models, i.e., mice that lacked NRF2.

Taken together, this comprehensive study showed that β-damascone can function as an efficient modulator of DC-mediated functions and can effectively reduce the inflammatory effects of DC-hyperactivation.
We are confident that these findings will lead to the application of β-damascone as a safe and effective immunomodulatory drug very soon!

Crown Records Management inaugurates the Third Phase of Records Management Centre in Chennai

Feb 11, 2023, Bangalore – Crown Worldwide Group, the world’s largest privately held group of international logistics and related services companies, is pleased to announce the opening of the third phase of its state of art Records Management Centre in Chennai. As part of its commitment to provide an enhanced level of support to the clients, the records centre is one of its kind in the records management space in India.

The facility, with the addition of the third phase, shall store over 1.8 million standard carton equivalent (SCEs) and an additional 40,000 vault storage. The facility is equipped with the latest technology and security features to ensure the safekeeping of vital documents and records.

Crown has been operating here for the last 26 years in India having records management centres across 13 locations in New Delhi, Ludhiana, Chandigarh, Mumbai, Pune, Ahmedabad, Indore, Bangalore, Hyderabad, Chennai, Coimbatore, Bhubaneswar and Kolkata. The new facility will encourage deeper engagement with clients such as financial services, healthcare, legal, manufacturing and pharmaceutical industries with the need for business information storage

The inauguration ceremony on Feb 10, 2023 shall be led by Tze Sheng Kong (CEO Asia, Crown Worldwide Group), Srinivas Krishnan (Regional Managing Director – South Asia, Crown Worldwide Group) and Praveen Joseph (Assistant Vice President – South Asia, Crown Records Management).

The facility is equipped with advanced fire suppression systems, CCTV surveillance, and biometric access control to ensure the safety and security of the records stored in it. Additionally, the centre is climate-controlled to protect the records from extreme temperatures and humidity.

The new facility will enable Crown Records Management to offer its customers in Chennai and surrounding areas with a range of records management services including document storage, document imaging, and document destruction. This expansion will also create additional employment opportunities in the region.

“We are delighted to inaugurate the third phase of our records centre in Chennai,” said Tze Shen Kong, CEO of Asia, Crown Worldwide Group. “This expansion will allow us to better serve our customers in the region and contribute to the growth of the local economy.”

Speaking on the development, Srinivas Krishnan, Regional Managing Director – South Asia, Crown Worldwide Group said “Since the acquisition of land in the year 2013 till date for our second wholly owned state-of-the-art facility, our Chennai operation has witnessed unprecedented growth and with the construction of vault and servicing office in Asthinapuram based on request plus feedback mainly from our existing and new BFSI ( Banking and Financial Services Industry )customers, we have been able to deliver enhanced value in this important market. We look to maintain the growth trend in this market in the near future in addition to our growing digital services.”

Can ChatGPT and AI Lead to a New EdTech Rise?

AI and chatbots like ChatGPT have the potential to revolutionize the education technology (EdTech) industry. AI technology can be used to personalize learning experiences, provide instant feedback and grading, and even automate administrative tasks, freeing up teachers to focus on teaching. Chatbots like ChatGPT can be used to provide 24/7 support to students, answering questions and helping with homework, as well as provide interactive language learning experiences.

Moreover, AI can also help analyze student data to identify learning gaps and provide targeted interventions to help students overcome challenges. With the increasing prevalence of technology in our daily lives, it’s not surprising that AI and chatbots are being embraced as powerful tools in education. It’s an exciting time for EdTech and there’s a lot of potential for further innovation and growth in this field.

Highlights:-

• 24/7 availability: ChatGPT can provide students with support and answers to questions anytime, day or night, which can be particularly beneficial for students who need help outside of normal class hours.
• Personalized learning: ChatGPT can generate personalized learning experiences for each student based on their individual needs and progress, helping to increase engagement and improve learning outcomes.
• Reduced workload for educators: By answering student questions and providing support, ChatGPT can reduce the workload of educators, allowing them to focus on other tasks, such as creating lesson plans and providing individualized attention to students who need it.
• Cost-effective solution: ChatGPT can provide an affordable and scalable solution for providing educational support, which can be particularly important for developing countries or for schools and universities with limited resources.
• Data analysis: ChatGPT can process and analyze large amounts of data, including student performance data, learning patterns, and preferences, providing valuable insights for teachers and administrators.
• Improved student engagement: By providing students with instant feedback and personalized learning experiences, ChatGPT can help to increase student engagement and motivation, leading to improved learning outcomes.

In conclusion, AI and chatbots like ChatGPT have the potential to revolutionize the EdTech industry by providing more personalized and accessible educational experiences, and by freeing up educators to focus on areas where they can have the greatest impact.

JK Lakshmi Cement reports net Profit up 24% at Rs.74.26 Cr. in Oct-Dec.22

Mumbai, February 10, 2023: JK Lakshmi Cement recorded an increase in Net Sales by 25% to Rs.1488.53 Crore in Oct-Dec.22 from Rs.1193.41 Crore in the corresponding Quarter Oct-Dec.21. Inspite of unabated rise in fuel prices, JK Lakshmi Cement improved its profitability on account of higher volume, improved efficiency parameters, optimization of sales and product mix. EBIDTA rose to Rs.175.20 Crore in Oct-Dec.22 from Rs.162.84 Crore in Oct-Dec.21. After providing for interest and depreciation, PBT stood at Rs.102.47 Crore in Oct-Dec.22 as against Rs.90.99 Crore in Oct-Dec.21. After Providing for Taxes and Other Comprehensive Income, JK Lakshmi Cement’s Net Profit was higher by 24% at Rs.74.26 Crore in Oct-Dec.22 against Rs.59.84 Crore achieved in the corresponding Quarter.

During the Nine months April 22–December 22 JK Lakshmi Cement’s Sales increased by 23% to Rs.4342.18 Crore (Rs.3543.14 Crore) and EBITDA was marginally lower at Rs.559.61 Crore (Rs.574.65 Crore). JK Lakshmi Cement’s Net Profit during this period was lower at Rs.235.47 Crore against Rs.256.30 Crore in the same period last year.

To further optimize its energy cost, JK Lakshmi Cement is implementing a Project enabling it to enhance the TSR from 4% to 12% in its Sirohi Plant. JK Lakshmi Cement has also tied-up with a private player for supply of 40 MW Solar Power for its Durg Plant. After Implementation of this Solar Plant, the Share of Renewable Energy would go up to 80% for Durg Plant & to around 50% for the Company. Both these Projects are expected to be on stream during last Quarter of FY24.

Hyundai Motor India renews Partnership with Indian Women Cricketers Smriti, Shafali, Jemimah and strengthens further by signing up Yastika & Renuka

Bangalore February 11, 2023: Hyundai Motor India Ltd, India’s first Smart Mobility Solutions Provider and the largest exporter since its inception today announced the next edition of the #TheDriveWithin campaign with 5 Indian Women Cricketers – Smriti Mandhana, Shefali Verma, Jemimah Rodrigues, Yastika Bhatia, and Renuka Singh. Hyundai continues to recognize & motivate these rising sports stars as a catalyst in this action-packed women’s cricket calendar of 2023.

Commenting on the campaign launch, Mr.Tarun Garg, Chief Operating Officer, of Hyundai Motor India Limited (HMIL) said, “Hyundai Motor India deeply affiliates with our country’s sports spirit with a strong resolve to support the upcoming talent in the country. Athletes throughout the world are empowered by conviction and determination and they put in years of arduous training to become the best contenders at a global level. Driven by the same spirit within our organization, we aim to provide the best experience to our customers with our world-class products and future mobility solutions. #TheDriveWithin Campaign since 2022, has been the expression of Hyundai to bring forward the authentic narratives of Indian women cricketers and highlight their drive for victory so as to foster the spirit of sportsmanship across the country. It was so amazing to hear the illustrious accomplishments & stories of Smriti, Jemimah, Yastika & Renuka. At the same time, we missed Shafali at the shoot for the campaign, as she was making India proud on the global stage with the recent win”

Commenting on the association, the Five Cricketers from the Indian Women’s Cricket Team said:

Ms. Smriti Mandhana, “I have always known Hyundai to be an iconic and inspirational brand across the world. I am happy to be associated with a brand that is pioneering a Customer First approach & Future Mobility solutions. I look forward to being part of the Hyundai family and its captivating growth journey.”

Ms. Renuka Singh Thakur, “Connecting people with quality time. This is what Hyundai believes in and its vision is a true testament to the same. I am grateful to be part of the Hyundai Family and looking forward to this association as I pace myself towards grander growth.”

Ms. Yastika Bhatia, “Being a Hyundai owner myself, it is a matter of sheer pride & honor. I look forward to being part of the Hyundai family and tagging along with their growth journey.”

Ms. Jemimah Rodrigues, “Tremendously happy to continue my relationship with Hyundai. It is highly motivating to be associated with a progressive brand like Hyundai which deeply shares the spirit of cricket and continuously puts efforts to support in every way”

Ms. Shafali Verma, “I’m pleased to be a part of the Hyundai family, which means a lot to me. Being committed to performing at the highest level and aiming to bring the best for the country is something we mutually share as our core belief.”

The #TheDriveWithin campaign shares immense synergy with HMI’s core fundamentals as it dives further to understand the perseverance and grit of these path-breaking players. This campaign marks the celebration of these world-renowned women cricketers and is a testament to years of grueling training and hardships. The five individual stories will demonstrate their motivation and serve as a platform for encouraging budding sports talent in the country to win more accolades for India at the global level, making our great country proud.

Government of Telangana and Flanders Investment & Trade to enter a partnership for the promotion of the Lifesciences industry

Hyderabad, February 11, 2023: In continuation with its focus on strengthening its growing stature in the global Lifesciences ecosystem, the Government of Telangana is taking one more step towards forging key global alliances. The government has announced that it is partnering with Flanders a vibrant and dynamic region of Belgium, to explore multiple opportunities in the Lifesciences sector aimed at Vaccines and mRNA technological platforms, Immunotherapy, Life Sciences university partnership, and Cluster-to-Cluster collaborations (VIB and Genome Valley in particular). Currently, the Flanders’ Lifesciences industry is estimated to be at over 350 companies employing over 200,00 people including indirect jobs. The region has attracted in the Life Sciences & Pharma segment more than a quarter of the total record investment of Euros 5.2 Bn in 2022 into Flanders from across the globe. The total estimated Life Sciences business in Belgium has estimated at around US$ 44 Bn.

As the first step of this partnership, Flanders will be participating as International Region Partners for the next 3 editions of BioAsia starting with the forthcoming 20th edition of BioAsia – the marquee healthcare and life sciences event, organized by the Government of Telangana. At BioAsia 2023, Flanders Investment & Trade will bring a key delegation of senior officials from Flanders and also participate in multiple B2B, G2B, and other meetings. A task force with members including industry, academia and Government from both sides has been formed and the group will discuss and implement the partnership. BioAsia in Telangana and Knowledge for Growth in Flanders shall be the two anchor events on either side in which both ecosystems shall participate in these events to steer the Flanders Telangana Lifesciences Cooperation in the next 3 to 4 years.

Flanders Investment & Trade (FIT) is the Flemish public agency under the Flanders Government and advises supports and stimulates Flemish companies in their exports of products & services. It also encourages & supports overseas companies to set up business in Europe based out of Flanders, Belgium. In India, FIT has been active for the last 25 years and has played a key role in promoting economic cooperation between Flanders and India over the past two decades. With Belgium being the nerve center of Europe, Flanders in Belgium has a combination of a strongly focused research and innovation ecosystem, a highly educated and productive workforce with fluency in languages, and a highly developed transport and communication infrastructure to ensure sustainable, profitable growth.

While announcing the partnership with Flanders Investment & Trade, Mr. K.T. Rama Rao, Hon’ble Minister for Industries & Commerce, IT & MAUD said, “A region equally headstrong in innovation, growth, and R&D, Flanders’ partnership with Telangana will boost both parties to share the latest developments in the Lifesciences Industry. The industry landscape of Flanders and Telangana is very similar with a focus on life sciences (more specifically vaccines), technology, and engineering, and this partnership will allow us to explore Flanders’ robust technology landscape and the sectoral strengths it possesses to provide an ideal environment for industries in both regions. We are proud to have an extensive relationship with Flanders Investment & Trade and look forward to many more years of knowledge sharing and innovation.”

Commenting on the partnership, Mr. Jayesh Ranjan, Principal Secretary of the Industries & Commerce and Information Technology, Govt of Telangana said “We are delighted to enter into a partnership with Flanders Investment and Trade that will pave the way to leverage multiple synergies between both regions. Telangana-based companies will be able to get access to the potential business opportunities, R&D facilities, and the high-quality know-how of Flanders-based organizations. This will play a significant role in the faster growth of both regions and their participation in BioAsia 2023 will certainly lead to many collaborations.”

“Flanders’ Life Sciences ecosystem is very diverse and ranges from young start-ups to established local firms and multinationals – the entire value chain – from research and discovery to development and commercialization. It is also characterized by the fertile cross-pollination between BioTech, MedTech, Pharmaceuticals, and Healthcare. We engage with companies, industry associations, and other stakeholders in the economic ecosystem. As part of this, we have been engaging with our esteemed partner Government of Telangana extensively and are proud of our association and have jointly embarked on a long-term Flanders – Telangana Life Sciences Cooperation, and we look forward further to engaging and consolidating our interaction,” added Mr. Jayant Nadiger – Trade & Investment Commissioner of Flanders, Belgium for South India.

“BioAsia 2023 will attract the participation of globally eminent leaders from over 50 countries. Having Flanders, Belgium as an International Regional Partner will help accelerate connect businesses and budding enterprises through platforms like the BioAsia forum. This partnership is a testimony of two similar regions with a similar ecosystems coming together, increasing connectivity and paving a path for tomorrow that’s driven by robust research, innovation and excellence,” said Mr. Shakthi Nagappan, Director (Life Sciences and Pharma), Govt of Telangana and CEO – BioAsia.

With the theme of – “Advancing for ONE: Shaping the next generation of humanized healthcare”, BioAsia 2023 is all set to be held between 24th to 26th February 2023 in Hyderabad. Over the course of the three days, prominent industry leaders, distinguished scientists, researchers, and entrepreneurs will come together to discuss humanizing healthcare and will hold constructive discussions on how cross-sectional ecosystems can be integrated, how disruptive technologies can be best utilized, and how we can drive quality healthcare with accessibility and affordability at the forefront in the near future.

Raghupati Singhania Centre of Excellence at Indian Institute of Technology-Madras honored with ATMA Award

Mumbai, February 11, 2023: ‘Raghupati Singhania Center of Excellence for Vehicle Dynamics and Tyre Mechanics’ at the Indian Institute of Technology (IIT)-Madras instituted by JK Tyre & Industries Ltd. was honoured with the Outstanding Achievement in Research and Innovation Award by the Automotive Tire Manufacturers’ Association (ATMA).

The award was given to acknowledge the longest running industry-academia collaborations in the country between JK Tyre & IIT-Madras and for being instrumental in promoting innovation and growth in technology and creating a skilled workforce.

Receiving the award Prof. R Krishna Kumar, Professor, IIT Madras, who is also the Technology Advisor to CMD & MD, JK Tyre, said, “The Raghupati Singhania Centre of Excellence at IIT Madras is one of the most successful research project collaboration running successfully for the past two decades. It is a futuristic R&D facility that introduces cutting-edge technologies to promote innovation. The center has produced eight PhDs, sixteen Master’s theses and several MTech theses. Moreover, it offers its trained workforce the chance to collaborate with renowned OEMs in the nation in the fields of vehicle dynamics and tyre technology. With a bright team constantly developing new revolutionary technology, we hope to contribute a great deal to the tyre industry. I am ever grateful to JK tyres for extending its R&D facilities for the students to pursue research, a rarity in the corporate world”.

Philips launches new beauty campaign on their hair straightening range, #YourHairYourWay, with brand ambassador Alia Bhatt

We have lived in a society where, every day, one person is trying to be like another, under the constant pressure to fall into standards that may or may not truly represent who they are. But this is slowly and steadily changing. Women of today are breaking free from set templates and finding their own path, their own journey. Philips today launches a new campaign on their hair straightening range, #YourHairYourWay, with brand ambassador Alia Bhatt, encouraging women to confidently embrace their own sense of style in this journey, while Philips helps them achieve that with technology that actively cares for their hair.

Commenting on the campaign Vidyut Kaul, Head, Personal Health, Philips Indian subcontinent said, “We, at Philips India, understand our consumer before anyone or anything else. When it comes to hair styling, we understand her needs, her barriers and her everyday worries. We acknowledge how diverse the women of India are and their varying needs when it comes to hairstyling. With our expertise of 130+ years, we always strive to give our consumer the best of technology that can help her style her hair with all the care that her hair deserves. Our new campaign #YourHairYourWay encourages women to choose their own style while reassuring them that our products actively care for their hair. #YourHairYourWay is also our endeavor to embrace diversity of our women and encourage inclusivity.”

The campaign builds the key message through a few different films, each starting with the spotlight on Alia Bhatt featuring ‘Alia wala straight hair’ and moving on to feature different women from various walks of life with their individual hairstyles which reflect their own personality and sense of style. It talks about a range of hair styling occasions right from busy Monday mornings to fun weddings of the BFF or vacations, relevant to different kinds of women whether students, working women or homemakers. And the Philips hair straightening range with CareEnhance Technology, which includes a wide range of different hair straightening irons and hair straightening brushes, is presented as the go-to solution for any kind of hair styling with care. The main theme that runs through the film is that different kinds of styles can be achieved for different kinds of hair with the Philips straightening range with the assurance that Philips technology actively cares for hair as you style, thus helping you style without the worry of damage.

It is a perfect everyday partner for girls and women alike, with every individual, be it a middle-aged woman, college girl, working woman, or transwoman, expressing herself through her unique personality and style.

Alia Bhatt, Brand Ambassador of Philips Hair Care range said, “I have been associated with Philips for almost 8 years now and have come to love the brand that puts their consumer first always and brings innovative technology to solve their needs. And I am thrilled to be the voice of the brand yet again in the #YourHairYourWay campaign that truly embraces every woman’s unique journey. This resonates with me because I believe that each woman is unique and should be able to feel confident in her own skin. And the Philips Hair Straightening Range with CareEnhance Technology gives women the opportunity to express their own sense of style with care. The products are easy to use and allow you to experiment with and style your hair without worry of damage”.

The campaign breaks on television right in time for the upcoming Valentine’s season and extends to YouTube, Instagram, Facebook, OTT, and various other digital platforms as well.