Category Archives: Business

Grand finale of Set Wet Mega Mister North East on March 1

Guwahati; February 29, 2024: Mega Entertainment, northeast’s largest fashion and pageant event organizer, announced that the grand finale of the 13th edition of Set Wet Mega Mister North East will be held at ITA Cultural Complex, Guwahati, on March 1, 2024.

The pageant has been supported by Title Sponsor – Set Wet, Style Partner – Killer Jeans, Fashion Partner – Butterfly Clothing and Accessories, and Hospitality Partner – Hotel Daaysco Oley Allo.

Announcing the 13th edition of Set Wet Mega Mister North East, Abhijeet Singha, Founder of Mega Entertainment, said, “We are so glad to be back with the most awaited manhunt of the northeast. And the most unique aspect of Set Wet Mega Mister North East is that we will have not one, but three winners! There will be no runners-up and all the three top contestants will be crowned equally, along with the same prize packages. Mega Entertainment aims to offer equal opportunity to every young man to become a force of positive change in North East as a youth icon.”

Abhijeet also revealed during the press meet that one of the winners of this pageant will be sent to represent India at the Top Model of Universe which will be held in Turkey this year. “Even in the past, winners of this pageant have represented India on international platforms, and they managed to make our nation proud. So, while the pageant is a representation of the talent from northeast India, our ambition is to take our winners to international platforms and showcase their skills internationally”, added Abhijeet.

Speaking about the brand’s partnership with Mega Entertainment, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, stated, “As a leader in the hair styling category, Set Wet has consistently led hair styling conversations among the youth of India. Set Wet Mega Mister North East 2024 marks an exciting milestone in the brand’s journey of emphasizing the crucial role of hair styling in creating a lasting first impression and setting the right vibe from the get-go. Rooted in our core message of #ApniHairStyleHiApniVibeHai’, this collaboration is set to elevate the grooming experience of not just the contestants but also of our valued customers in the Northeast. Set Wet has a diverse range of product offerings for the youth of today ranging from hair styling gels, waxes, sprays, hair powder, and perfumes, offering a complete range to elevate their style. With this initiative, we aim to form a deeper connection with today’s Gen Z, and together with Mega Entertainment, we look forward to shaping a new era of hairstyling in the Northeast and beyond.”

Mega Mister North East is the brainchild of fashion preneur Abhijeet Singha. It has been produced by Mega Entertainment and is marketed by Mega Activation.

Apart from a prize package of Rs. 50,000 each, the three winners will also win an opportunity to become Set Wet brand ambassadors. Additionally, they will win travel opportunities, professional representation from Mega Entertainment, brand engagements, shoots, appearances at youth and fashion events, and public relations and reputation management for the reigning term from Life’s Purple.

Apart from the main winners, there will also be a series of subtitles that the contestants will be vying for. They are Set Wet Mister Vibe Setter, Hotel Daaysco Oley Allo Mister Congeniality, Killer Jeans Mister Fashion Icon, and Butterfly Mister Style Icon.

The Top-5 contestants will feature apparel by Butterfly Clothing and Accessories, one of the fastest-growing brands in Shillong. Founded by Strenuousland Marwein and Rishan Pariat, Butterfly Clothing and Accessories has won numerous awards.

Guwahati-based Reputation Management consultancy, Life’s Purple, is the official PR Partner of the event.

Women’s Day Gifting Essentials by ITC Fiama

Mega Celebration Pack Multi-Variant Gel Bar

Wash away the troubles of your day, with the foamy, fresh, and fun ITC Fiama Gel Bars. And while you enjoy your Fiama bath, let its skin-conditioners work their magic to give you soft, moisturized, and glowing skin. Try the Fiama Mega Celebration pack with 8 unique gel bars, it contains the 3 new variants too, each with unique ingredients and natural goodness that will refresh your mind and body. So, uplift your mood and get ready to make every bath, a highlight of your day.

Shower Gel Men Celebration Pack

ITC Fiama Men Shower Gel Celebration pack contains 4 unique Men Shower Gel variants along with a loofah to uplift your mood and give you a refreshing bath. These travel-friendly bottles can be easily carried anywhere & everywhere. Filled with the natural goodness of our exotic ingredients, this will refresh your mind and body. So uplift your mood and get ready to make every bath, a highlight of your day.

ITC Fiama Happy Naturals Plum blossom and ylang shower gel & Perfume mist

ITC believes in going the extra mile for complete care. This means going beyond just cleansing- our skin conditioners make your skin feel soft and supple with every shower. Fiama’s all-new Gift Pack comes with 2 exciting products, Happy Naturals Plum Blossom and ylang shower gel & Perfume mist. This pack is the ultimate self-care kit you need to cleanse your body & give you a refreshing feel for your special day! This Fiama shower gel is made of 97% natural origin content, it has plum blossom and ylang whose sweet floral notes will keep you refreshed at any time of the day. It is dermatologically tested and has a skin-friendly PH. It also has skin conditioners that make your skin feel soft and supple. The Fiama Happy Naturals perfume mist is a new offering which is a floral bouquet with Pear and Plum notes at the top. This blend complements the citrus freshness with violet notes that shine and give a bloom that lasts.

ITC Fiama Happy Naturals Yuzu & Bergamot Celebrations All Day Freshness Gift Pack

ITC Fiama’s all-new Gift Pack- The Combo pack comes with 2 exciting products, Happy Naturals Yuzu and Bergamot Shower Gel & Perfume Mist. This pack is the ultimate self-care kit that you need to feel fresh all day long. The Yuzu & Bergamot has zesty notes that make your every shower a refreshing one. Made with 97% natural origin content, it is safe for the skin. After the shower, now layer it with our all-new Fiama Yuzu & Bergamot Perfume Mists. The citrusy & zesty notes of this Perfume Mist will keep you fresh & fragrant for up to 24 hrs!

ITC Fiama Happy Hamper Gift Pack Combo Set Of 3

Fiama’s all-new Gift Pack- Happy Hamper comes with 3 exciting products, Blackcurrant & Bearberry Shower Gel 250ml, Relax Handwash 400ml, and a Shower Cap. This pack is the ultimate self-care kit you need to cleanse your body & give you a refreshing bath! This Blackcurrant and Bearberry shower gel has an indulgent fragrance that transforms a normal shower into a spa-like experience. It is filled with the goodness of natural ingredients, which helps your skin get a radiant glow, Fiama ‘Relax’ Hand Wash not only washes away germs but also makes your hand soft & supple and has a fragrance that makes you feel relaxed! A wonder potion for your hands. Try it once, bet you’ll be a fan! Fiama Bath Essentials Shower Cap is here to bring back the joy of bathing! Put on this cap before your shower today and voila! You’ve said goodbye to a bad hair day. This dual-layered shower cap settles, fits well, and also protects your hair.

Active Celebrations Pack Men Multi-Variant Gel- Bar

Wash away the tiredness from your body and mind and rejuvenate yourself with the foamy, fresh, and fun Fiama Men Gel bars. This Fiama Gel Bar range is designed especially for men, and while you enjoy your Fiama bath, let its skin-conditioners work their magic to give you refreshed & moisturized skin. Try the Fiama Men Active Celebration pack with 3 unique gel bars, contains the new variant Deep Clean which has charcoal that deep cleans your skin & grapefruit which gives you a refreshing feeling, each gel bar comes with unique ingredients and natural goodness that will refresh your mind and body. So uplift your mood and get ready to make every bath, a highlight of your day.

Sunsilk Serum Mega Miss North East Grand Finale on March 2nd

Guwahati; February 29, 2024: The grand finale of the 20th edition of Sunsilk Serum Mega Miss North East will be held at ITA Cultural Complex, Guwahati, on March 2, 2024. The announcement was made today by Mega Entertainment, the northeast’s largest fashion and pageant event organizer.

The pageant has been supported by Title Sponsor – Sunsilk Serum, Cosmetic Partner – Dazller Eterna, Fashion Partner – Butterfly Clothing and Accessories, and Hospitality Partner – Hotel Daaysco Oley Allo.

Announcing the 20th edition of Sunsilk Serum Mega Mister North East, Abhijeet Singha, Founder of Mega Entertainment, said, “We are thrilled to embark on the grand celebration of the 20th edition of Sunsilk Serum Mega Miss North East, a testament to two decades of empowering beauty and talent in the region. This milestone journey has been a beacon of hope and opportunity for countless young women across the Northeast.”

Abhijeet also mentioned that the pageant has eliminated the concept of runners-up, and all three winners of the pageant will be crowned equally and will receive equal rewards and opportunities. He added that the winners of the pageant also have the opportunity to represent India at reputed international pageants. “With our 20th edition, we are proud to announce that not one, but two of our winners will have the honor of representing India on prestigious international platforms- Top Model of Universe in Turkey and the Miss Continental World in Thailand. So, while the pageant is a representation of the talent from northeast India, we also aim to open up international opportunities for our winners and showcase their skills on global platforms”, added Abhijeet.

Mega Miss North East is the brainchild of fashion preneur Abhijeet Singha. It has been produced by Mega Entertainment and is marketed by Mega Activation. Guwahati-based Reputation Management consultancy, Life’s Purple, is the official PR Partner of the event.

All three winners will win a prize package of Rs. 1,00,000 each. Additionally, they will win travel opportunities, professional representation from Mega Entertainment, brand engagements, shoots, appearances at youth and fashion events, and public relations and reputation management for the reigning term from Life’s Purple.

Apart from the main winners, there will also be a series of subtitles that the contestants will be vying for. They are Sunsilk Serum Miss Shine Queen, Hotel Daaysco Oley Allo Miss Congeniality, Dazzler Eterna Miss Glamourous, and Butterfly Miss Fashion Icon.

The Top-5 contestants will feature apparel by Butterfly Clothing and Accessories, one of the fastest-growing brands in Shillong. Founded by Strenuousland Marwein and Rishan Pariat, Butterfly Clothing and Accessories has won numerous awards.

“As we celebrate this monumental occasion, we reaffirm our commitment to fostering talent and providing unparalleled opportunities for the youth of the Northeast. Each crown bestowed is a symbol of not just beauty, but of resilience, determination, and the unwavering spirit of the Northeast”, concludes Abhijeet.

Apex Restaurant & Market Solutions Hires Executive Chef

Blake Hammond brings more than 20 years of culinary experience to the corporate food service company.

(St. Louis, Mo., Feb. 29, 2024) – Apex Restaurant & Market Solutions recently hired Blake Hammond as Executive Chef for its Elite Cuisine corporate dining and catering services. His responsibilities include overseeing the company’s food preparation processes, as well as creating diverse menus focused on variety and quality. Hammond will manage a kitchen staff who will provide nutritional meals for their customers.

Hammond brings more than 20 years of culinary experience to Apex Restaurant & Market Solutions, the largest independently owned corporate food service company based in Missouri with offices in St. Louis, Kansas City, Colorado, and Iowa.

Prior to joining Apex, Hammond was the Director of Operations for MG Foods, which was known as Company Kitchen before being acquired by Compass Group USA. He previously served as the Chef/Director for the company’s commissary in Kansas City. Hammond worked for nearly 15 years in various capacities including as Executive Chef at Rock Island Arsenal, an Army base in Illinois with three different cafes where he helped feed 3,000 customers per day. Earlier in his career, Hammond served as the PGA Tour’s Executive Chef for eight years.

“Blake is a strategic operations innovator who builds effective teams to carry out his culinary vision,” said Apex Restaurant & Market Solutions Founding Partner Jim Schweppe. “We welcome Blake as both a team leader and talented addition to our organization, and we look forward to all he will accomplish in the upcoming years.”

Apex Restaurant and Market Solutions

Apex is a full-service provider that supplies catering, in-office cafes and coffee, and vending services for its corporate clients. Apex has more than 270 micro markets located in office and manufacturing facilities across Missouri, Colorado, and Iowa. These convenient self-checkout markets offer employees a wide selection of healthy food and quality beverage options. Approximately 10% of Apex’s micro markets are hybrid facilities, which feature a chef-prepared hot food component available for purchase. Apex also offers Elite Cuisine, its flagship culinary experience that handles all corporate dining and catering services. For more information about Apex Restaurant & Market Solutions, call (866) 607-4400 and visit www.apexrefresh.com.

CleverTap partners with Zoomcar to drive customer engagement on their app

Mountain View, Calif, & Mumbai, India, Feb 28, 2024 – (ACN Newswire) – CleverTap, the all-in-one engagement platform, today announced its partnership with Zoomcar, the leading marketplace for car sharing in emerging markets, to elevate user engagement and drive business growth. This strategic partnership will help Zoomcar elevate its customer engagement strategy by crafting personalized interactions that resonate with individual preferences and needs.
Through real-time insights Zoomcar will be able to truly understand user behaviors and preferences, further facilitating targeted re-engagement campaigns and win-back offers. With a keen focus on enhancing user retention and engagement, Zoomcar will be able to foster long-lasting customer relationships and ultimately maximize customer lifetime value.
This partnership will enable Zoomcar to craft personalized campaigns, conduct A/B testing, and optimize omni-channel experiences. Zoomcar will be able to promote specific car models, and rental packages, enhance overall campaign effectiveness, maximize bookings and revenue, and connect seamlessly with users across channels. This holistic approach aims to not only increase traffic at the top of the funnel but also to improve reachability and deliver personalized messages to a larger volume of users.

Through this partnership, CleverTap and Zoomcar aim to achieve:

• Improved Retention

• Enhanced User Stickiness

• Elevated User Engagement and Conversions

• Increased Monthly Active Users (MAU)

• Higher Deliverability Rate

Greg Moran, CEO and co-founder of Zoomcar said, “Zoomcar’s customers look for convenient and independent self-drive travel options with a growing need for personalized communication with custom recommendations of car options that cater to their various needs. With CleverTap, we aim to bridge the gap and deliver quick, relevant, and personalized communication to drive higher engagement and conversions.”
Sidharth Pisharoti, Chief Revenue Officer, CleverTap said, “Zoomcar has been a prominent player in India’s self-drive car-sharing landscape for years, shaping how Indians experience the convenience of on-demand transportation. We’re excited to be partnering with them to help elevate their customer engagement. Through our cutting-edge platform, we will deliver unparalleled hyper-personalized experiences, contributing to their sustained business growth. Together, we will bring innovation and convenience to the forefront of the industry.”

Dvara Money and Jana Small Finance Bank Partner to facilitate Digital Banking in Bharat with Spark Money

Bengaluru, February 28, 2024: Dvara Money (DM), building a technology-driven financial solutions platform, is excited to announce a strategic partnership with Jana Small Finance Bank Limited (Jana SFB). This collaboration is set to combine DM’s innovative Spark Money platform with the technological capabilities of Jana SFB.

A significant element of this partnership is the Third Party Application Providers (TPAP) capabilities. TPAP will enable the integration of a full-stack UPI solution into the Spark Money platform. This integration will allow customers to connect their savings accounts for payments, facilitating seamless digital transactions. The solution will also enable to offer of UPI functionalities like Aadhar OTP-based onboarding and credit on UPI to Dvara’s existing offerings.

Pramod Ghorpade, Co-Founder, MD & CEO, of Dvara Money, expressed enthusiasm about the partnership, saying, “Our alliance with Jana Small Finance Bank marks a key moment in enhancing the digital banking experience for our Bharat segment. With the Spark Money platform already servicing over 250,000 customers and more than 200 MSMEs, this partnership will allow us to offer an even more personalized and efficient banking experience, tailored to meet the varied needs of our customers and provide solutions that customers want at their time, their way, and at their location”.

With this collaboration, DM will use the technological capabilities of Jana SFB to simplify the savings account opening process. The incorporation of Video KYC (VKYC) into the Spark Money platform will add do-it-yourself capabilities to the already active assisted onboarding onto the platform. This will add to the geographies and the user base that the Spark Money platform can serve.

Ashish Gopal Saxena, Chief Information and Digital Officer at Jana Small Finance Bank added, “We are excited to partner with Dvara Money, as our joint efforts will focus on making banking more accessible and user-centric. Technology integration is a key component in ensuring a smooth, efficient banking experience for our customers.”

This collaboration between Dvara Money and Jana SFB is an important milestone in crafting a banking environment that serves the needs of Bharat’s diverse customer base. It represents a significant step towards realizing Dvara Money’s vision of enabling financial wellness for its Bharat segment. By offering a holistic banking experience that is simple and personal, and offering products based on the needs of the customers, this partnership is poised to enhance the financial journeys of Dvara’s customers.

Infinite Group as a sponsor and exhibitor at ICEF South Asia

Infinite Group, a global leader in the education sector with a presence in over ten countries worldwide, announced its participation as a sponsor and exhibitor at the prestigious ICEF South Asia event. Renowned as one of the largest gatherings in the international education sector, ICEF South Asia provides an invaluable platform for industry professionals to network, collaborate, and explore new opportunities.

As a sponsor of the event, Infinite Group seized the opportunity to engage with a diverse network of recruitment partners, demonstrating their commitment to supporting students aspiring to study abroad. With a global network of recruitment partners, Infinite Group at the event connected with agencies possessing a strong vision and capability for growth in the industry.

Reflecting on the significance of ICEF events, Gaurav Batra, Founder and CEO of Infinite Group emphasized their role in facilitating professional development and collaboration within the international education community. “ICEF events catalyze growth and innovation in our industry,” stated. “They provide an unparalleled opportunity to engage with stakeholders who share our passion for empowering students through education.”

During ICEF South Asia, Infinite Group set forth its primary objective of expanding its reach within the South Asian market. With 70% of their recruitment agent network originating from South Asia, the event presented an ideal opportunity for Infinite Group to strengthen existing partnerships and forge new alliances. The company aims to foster meaningful partnerships with recruitment agents capable of representing prestigious universities and colleges worldwide.

Infinite Group’s decision to participate in ICEF South Asia was driven by its strategic focus on the region’s immense potential for growth and expansion. With its head office situated in New Delhi and a significant portion of its recruitment agent network hailing from South Asia, the event served as a pivotal platform for Infinite Group to engage with key stakeholders and capitalize on emerging opportunities.

Commenting on the importance of the international education sector, Gaurav Batra, Founder and CEO of Infinite Group, said, “We are dedicated to ensuring every student has access to a world-class education. Drawing inspiration from Barack Obama’s vision of preparing tomorrow’s workforce through education, We remain steadfast in our commitment to empowering students to pursue their academic aspirations globally.”

As Infinite Group continues to make strides in the international education landscape, its participation in ICEF South Asia reaffirms its commitment to driving excellence and fostering growth within the industry.

India Book of Records Honours MMTC-PAMP as India’s Purest Gold and Silver Coins/Bars Brand

New Delhi, 28 February 2024: Gold is a symbol of prosperity and well-being in India. The allure of gold has been growing across generations. Thus, for consumers and investors, it becomes vital they choose gold and silver products with the highest purity level.

In this endeavor, MMTC-PAMP, India’s only London Bullion Market Association (LBMA) – accredited Good Delivery Gold and Silver refiner, has been recognised as the country’s only brand providing the purest gold and silver coins and bars with 999.9+ purity level and positive weight tolerance to consumers and investors.

Many players in India offer 24K gold, which can be represented as 999 fineness. This 999 fineness gold is 999 parts pure gold out of 1,000 parts, with small traces of other metals. MMTC-PAMP consistently provide minted gold and silver coins and bars with the highest purity level at 999.9+, meaning, customers will receive over 999.9 grams of gold or silver out of 1,000 grams of the respective precious metal.

Speaking on the honor and recognition of this award, Mr. Vikas Singh, Managing Director, and CEO, of MMTC-PAMP, said, “We are truly honoured to be recognized as India’s purest gold and silver brand by the India Book of Records. This achievement reflects our firm commitment to providing our customers with products that exemplify the pinnacle of purity and artistry, with up to 999.9+ purity gold and silver products. This recognition reflects our commitment to excellence through the finest Swiss craftsmanship. At MMTC-PAMP, we take pride in crafting exceptional products that resonate deeply with our consumers’ needs. We hope that our products not only serve as treasures for our customers but also become cherished souvenirs symbolizing blessings, prosperity, and new beginnings.”

When it comes to gold refining, MMTC-PAMP is the only refinery that uses silver as the balance metal, thus providing customers with a more valuable minted gold product. By aiming to surpass the conventional 999.9 purity, MMTC-PAMP seeks to establish a new gold standard for the industry. This record attempt is not just about breaking records; it’s about redefining what customers can expect from the gold they invest in.

Every product created by MMTC-PAMP goes through a rigorous purification process to ensure 999.9+ purity of the metal. To validate the authenticity, every MMTC-PAMP product carries a unique number and comes packaged in Assayer Certified Minted Cards. Each gold and silver product bought from MMTC-PAMP offers positive weight tolerance, which guarantees that every coin or bar one buys weighs more than the listed weight, ensuring customers receive the highest value for their investment.

Bayroute Launches Its All-New Menu With Exclusive Mediterranean & Middle Eastern Cuisine

Mumbai, February 28, 2024 – Celebrating its 5th anniversary in 2023 and all set to leave its everlasting mark in 2024 again, Bayroute is prepared to set your tables with its new menu right from the Middle East up to the Mediterranean Sea. Ring in the New Year festivities not just with hoots, cheers and new resolutions but by indulging in some newly curated exquisite delicacies, and start your new year on a delicious note. The dining space, now synonymous with its authentic Middle Eastern cuisine, cosy interiors, impeccable services and offers invites you to indulge in its new menu, featuring a wide of new classical Middle-Eastern & Mediterranean dishes from the regions of Egypt, Turkey, Morocco, Greece, Lebanon and more, made with the signature Bayroute finesse and expertise- a testament to Bayroute’s dedication to excellence and constant innovation, redefining the culinary landscape every day.

Savour the taste of authentic Mediterranean and Middle-Eastern cuisine, carefully crafted to suit the palate of each of our patrons- be it a connoisseur or somebody looking to try new things- there’s something for everyone. The menu is crafted by a careful selection of tantalising appetisers, delightful main courses and lip-smacking desserts that truly reflect the essence and vibrancy of the Middle Eastern and Mediterranean cuisines. Taking every visitor, on a new culinary journey each time they visit, Bayroute promises a fine dining experience that transports you back to the bustling streets of Egypt, Morocco, Persia, Jordan, Lebanon, Palestine, Iran, Turkey, Iraq and all its famous nooks and corners without you having to move your feet.

Start your experience with some Bayroute Fattoush Smash Salad, a traditional Lebanese salad made with fresh greens, farm veggies, pita chips and lemon sumac dressing, or you can try the Azerbaijan Circassian Chicken salad from the Middle East, having a rich history and an even richer taste achieved by a combination of paprika, garlic, green onions, parsley and creamy walnut sauce with a hint of spice and flavour and simply served with crusty bread or two. Next up, appetize your palate with the hot mezze, the savoury Bakhtiari Kebabs, an Iranian speciality prepared with tender chicken of two different flavours, instantly melting in your mouth and creating a burst of flavours with its various spices, onions, bell peppers, brewed saffron and some lemon juice. Being home to a plethora of cuisines, Bayroute exclusively lines up a Palestinian Sambousek, a crispy, delectable pastry prepared with minced meat fillings and its magic lying in its simple ingredients, spices, seasonings and touch of garnishings. Don’t forget to indulge in Albaloo Polo, a traditional Persian dish made with sweet & savoury flavours, the vibrant colours are gained with a delicate combination of sour cherries mixed with rice and topped with saffron rice, pistachios and almonds, guaranteed to elevate your taste buds to a new level. There’s something to be said for the dessert, Pistachio Mafraroukeh a mouthwatering dessert made of layered pistachio semolina dough, homemade cream, and topped with an orange blossom sugar syrup, a perfect climax to your exquisite gastronomical journey.

Accompanying these flavourful dishes are some lip-smacking cocktails, making it a perfect marriage of spices crafted with love and tasty elixirs. Indulge in the ‘English Cucumber & Rosemary’, a lightly sweetened gin cocktail filled with fresh cucumbers and hints of rosemary making it a deliciously crisp and refreshing drink, or soothe your senses with the in-house special Pickled Lime cocktail, sweet and tangy taking you on a new experience.

“Bayroute’s new menu is not just a celebration but a tribute to the Middle East’s culinary legacy. We promise to keep pushing boundaries each year and, to surprise our patrons with flavours they have never experienced before. Bayroute is committed to delivering authenticity with each bite and enchanting your taste buds with only the very best.”, says Chef Ajay Thakur about the new menu launch.

Gsk Collaborates With Soha Ali Khan, Milind Soman, Neelam Soni, And Rohan Bopannafor ‘Project 90

New Delhi, 28 February: GlaxoSmithKline Pharmaceuticals Limited (GSK) has launched a new public awareness initiative – Project 90 – featuring Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna to raise awareness about shingles, a painful viral disease.

Shingles is a disease of the nerves caused by the same varicella-zoster virus that causes chickenpox. The virus remains inactive in the body’s nerves after a person recovers from chickenpox and may reactivate anytime later, largely in aging adults above the age of 50 years with weakened immunity to cause shingles.[1] The campaign is named ‘Project 90’ because the virus is potentially present in over 90% of Indians over the age of 50 years.[2]

The multi-phased social media campaign kicked off with a simulated takeover of the celebrities’ Instagram profiles by intrusive “Project 90” spam and pop-ups. The fans of the celebrities were made to believe that Project 90 had disrupted the celebrities’ Instagram accounts to create a buzz and generate interest in the campaign; this disruption mirrored how the virus may suddenly re-activate to disrupt the lives of aging adults. Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna shared informative reels on the disease and highlighted the heightened risk associated with shingles in individuals aged 50 years and older.[3]

Commenting on the campaign, Dr Rashmi Hegde, Medical Director, GlaxoSmithKline India said, “Through this campaign, we want to increase awareness about shingles for people above the age of 50.1 Past studies have shown that the virus that causes shingles may be potentially present in over 90% of Indians aged 50 years and above.2 We are confident that the voices of celebrity influencers, Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna for this campaign will bring attention to the seriousness of this disease, encouraging open conversations that have the potential to save ageing adults from the pain of shingles.”