Category Archives: News

Truecaller Appoints Hemant Arora as New Global Head of Its Substantial Ad Sales Business

Jan 17, 2025 Bengaluru, India

Truecaller, the leading global communications platform, today announced the appointment of Hemant Arora as Vice President, Global Ad Sales Business. With this strategic addition to its leadership team, Truecaller aims to further strengthen its position in the ads business and double down on its largest revenue stream, redefining its global ad sales strategy.

Truecaller Appoints Hemant Arora as Global Head of Ad Sales Business

With over 25 years of expertise in driving high-growth revenue strategies and managing global operations, Hemant has consistently delivered transformative results for top-tier media and technology companies such as TikTok, Times Network, Dainik Bhaskar Group, NDTV Media and Discovery Networks South Asia. In his previous role at TikTok, Hemant was heading global accounts for Europe, APAC and METAP regions.

Expressing his enthusiasm, Hemant Arora, Vice President, Global Ad Sales Business, Truecaller said, “With a global active user base of over 425 million people, Truecaller is uniquely positioned at the intersection of technology, trust, and communications. I am excited to join the team and look forward to driving impactful growth and deepening our partnerships, globally.”

“Hemant’s proven track record of building scalable revenue models and his deep understanding of global markets make him the ideal leader to drive Truecaller’s ad sales strategy,” said Rishit Jhunjhunwala, CEO, Truecaller. “His appointment will further strengthen our vision to revolutionize how brands connect with consumers and unlock the full potential of our platform for advertisers across the globe.”

Truecaller continues to evolve as a trusted global communications platform, leveraging its expansive user base of over 425 million active users worldwide. With Hemant’s leadership, the company aims to expand its ad sales portfolio, deliver cutting-edge solutions, and deepen its footprint in global markets.

Encubay Amplifies the Dialogue on Women and Wealth at Davos, During World Economic Forum, 2025

Jan 17, 2025, Mumbai, India

The largest wealth transfer in history is underway, and women are positioned at the center of this systemic shift. By 2025, women will control over 50% of global wealth, an estimated $30 trillion—a transformative opportunity to redefine leadership, investing, and economic impact. Encubay, the Shecosystem of change, is pioneering in this movement, catalyzing conversations, actions, and opportunities for women entrepreneurs to lead the charge.

Encubay Panel at Davos 2025

At Davos, Encubay will bring together global leaders, entrepreneurs, and changemakers to address this unprecedented wealth shift through their curated dialogue:

“The Great Financial Shift: A Dialogue on Wealth, Diversity, and Leadership”

Encubay sees the 2025 wealth shift as more than a transfer of assets—it’s a reallocation of power, purpose, and potential. With women driving purpose-driven investments and reimagining financial strategies, this shift presents unparalleled opportunities to advance gender equity, innovation, and sustainable impact.

“This isn’t just about wealth—it’s about creating a legacy of empowered women reshaping industries, driving diversity, and leading the global economy forward,” said Deeksha Ahuja, Founder of Encubay. “Women controlling over 50% of global wealth by 2025, is not just about numbers; it’s about redefining leadership and economic impact.”

“Women are expected to receive $34 trillion by 2030 due to a massive wealth transfer, highlighting the growing financial power of women. They are championing financial independence, purpose-driven investing, and sustainable wealth creation. The 2025 wealth shift will be a historical moment where we will see a significant shift in investment trends,” added Avneet Kohli, Co-founder of Encubay.

“The percentage of female ultra-high-net-worth individuals worldwide rose to 11% in 2023 from just 6.5% in 2010. By recognizing and embracing this wealth shift, we can unlock new opportunities for innovation, collaboration, and growth. This is an opportunity to empower more women and shape a prosperous future for all,” said Archana Jahagirdar, Founder & Managing Partner, Rukam Capital.

Progility Technologies Revamps Brand Identity on New Year 2025

Mumbai, India

Progility Technologies Pvt. Ltd, a leading provider of enterprise technology solutions, today announced a major refresh of its corporate identity, including new brand colours and company logo.

With a roster of 1,500 active customers in India and a net promoter score of 100%, the new identity brings a sharper and more modern feel to the company’s visual identity and reflects the high degree of confidence and trust that Progility enjoys in its markets. The primary brand colouring will switch to blue, emphasising trust and security, and the new logo incorporates the words “Trusted Technology.”

This brings the Progility corporate identity into line with the company’s stated aim of being “the most trusted and valued technology innovation partner in its chosen markets.”

Progility Technologies provides a broad portfolio of enterprise technology solutions and services to its corporate and government customer base that include Data Networks, Voice and AV Collaboration Systems, Cybersecurity Solutions, Camera Surveillance Systems and Managed Services.

Announcing the launch, Julian Wheatland, CEO of Progility Technologies said, “We are excited to unveil this new branding and corporate identity which more accurately reflects our customers’ needs and expectations. In a fast paced and ever-changing technology world, now becoming superpowered by AI, our customers need a technology innovation partner who they can trust and rely on. This new brand identity better reflects what we mean to them.”

Surya Sarees Expands to Omaxe Chowk: Grand Opening on January 12, 2025

Jan 17, 2025  New Delhi, India

Surya Sarees, a renowned name in ethnic wear, celebrated a significant milestone with the grand opening of its new store at Omaxe Chowk on January 12, 2025. With a legacy spanning over four generations, Surya Sarees has long been a trusted destination for timeless elegance and exquisite designs. This expansion brings the brand closer to a wider audience, reinforcing its commitment to blending traditional Indian fashion with modern sensibilities.

Bollywood diva Malaika Arora launching New Surya Saree Showroom at Omaxe Chowk

A Grand Celebration Unfolds

The opening event was a grand affair that seamlessly combined tradition, culture, and glamour. The festivities began with a ceremonial lamp lighting, symbolizing positivity and prosperity. This ritual marked the start of a new chapter for Surya Sarees. Guests were then treated to a Director’s Talk, where the visionary leader behind the brand Mr. Raghav Mittal, Managing Director of House of Surya, shared insights into its rich history, remarkable journey, and aspirations for the future. The speech highlighted the brand’s dedication to preserving Indian craftsmanship while embracing contemporary trends.

Reveling new Surya Saree Showroom

The event’s highlight was the presence of Bollywood diva and style icon, Malaika Arora, who graced the occasion as the special guest. Malaika, a long-time fan of ethnic wear, expressed her admiration for the vibrant energy of Chandni Chowk and praised Surya Sarees for its stunning collection. She also engaged with fans during an exclusive meet-and-greet session, making the event even more memorable.

The event was further honored by the presence of distinguished guests such as Mr. Jatin Goel, Executive Director of Omaxe Limited and Mr. Neeraj Gupta, Founder of House of Surya.

The celebration didn’t end with the formalities. Guests were treated to an array of authentic Chandni Chowk street food, which recreated the area’s renowned culinary culture. The aromas of chaat, parathas, and other local delicacies filled the air, adding to the festive atmosphere. The excitement continued with live music performances, creating an electric ambience that kept the mood lively throughout the day.

Guests also participated in fun activities such as games, quizzes, and surprise giveaways. The lively interactions and sense of community made the event truly special, ensuring that everyone left with unforgettable memories.

A Legacy of Elegance and Craftsmanship

Surya Sarees, also known as the House of Surya, is more than just a fashion destination; it is a cultural institution. Specializing in bridal, couture, and prêt fashion, the brand offers a wide range of sarees, lehengas, and other ethnic garments perfect for weddings, festivals, and special occasions. With a legacy spanning over four generations, Surya Sarees has earned its reputation as a trusted name in Indian ethnic wear.

What sets Surya Sarees apart is its unwavering commitment to high-quality fashion, ensuring a sophisticated and inclusive shopping experience for all customers. The brand’s mission extends beyond offering beautiful garments; it aims to showcase the unparalleled artistry of Indian karigars (craftsmen) and weavers on a global stage. By promoting the incredible craftsmanship of these artisans, Surya Sarees helps elevate their recognition and value in the fashion world.

Why Omaxe Chowk?

The decision to expand to Omaxe Chowk was a strategic move, reflecting Surya Sarees’ desire to make its exquisite designs more accessible to a growing clientele. Omaxe Chowk, located in the heart of Delhi, is a modern retail and cultural hub that combines the old-world charm of Chandni Chowk with the convenience of contemporary shopping. This location offers the perfect blend of tradition and modernity, allowing Surya Sarees to bring the rich heritage of Chandni Chowk to a fresh, contemporary setting. The expansion is not just about opening a new store; it’s about making the legacy of Surya Sarees available to more people, in a space that reflects both the brand’s history and its forward-thinking vision.

Find your next masterpiece

The grand opening of Surya Sarees at Omaxe Chowk was more than just the unveiling of a new store. It was a celebration of tradition, culture, and style. Whether you’re a bride-to-be, a fashion enthusiast, or someone looking to explore the best of Indian ethnic wear, this event was an unmissable occasion. The day was filled with glamour, excitement, and unforgettable moments that will be cherished by everyone who attended.

Surya Sarees continues to be a key player in the Indian fashion landscape, offering timeless elegance and exceptional craftsmanship. The opening at Omaxe Chowk marked a new chapter in the brand’s illustrious journey, bringing the best of Indian ethnic wear to a whole new audience. For those who missed the grand opening, Surya Sarees promises even more exciting experiences and collections in the future.

AuthBridge Introduces its New Brand Identity Taking the Positioning of Trust Simplified

Jan 17, 2025 PM India

AuthBridge, India’s leading trust and authentication technology company, is unveiling its refreshed brand identity, reflecting a forward-looking positioning of “Trust Simplified.” This evolution signals the company’s ongoing commitment to transforming the trust-building process for businesses, making it faster, simpler, and more secure. Whether for employees, customers, or third-party partners, AuthBridge is dedicated to streamlining the complexities of building trust, enabling businesses to thrive without the hassle.

As a pioneer in identity and verification solutions, AuthBridge, with its new identity, positions itself as more than just a solutions provider. It emerges as a trusted partner, working behind the scenes to empower businesses on their growth journey with precision and care—verifying the right talent, customers, and partners. This new positioning encapsulates the essence of the company’s promise: delivering frictionless, efficient, and secure solutions that simplify the process of building trust in the digital ecosystem.

“With over two decades of expertise, AuthBridge has been at the forefront of enabling businesses to verify, onboard, and build trust with individuals or entities. Our refreshed brand identity reinforces our commitment to providing innovative, scalable solutions that simplify complex trust-building processes, ensuring businesses thrive in a rapidly evolving digital landscape,” said Ajay Trehan, Founder and CEO of AuthBridge.

“Trust Simplified” is a promise that AuthBridge fulfills with reliability and diligence. It empowers business strategies with clear, actionable insights—free from jargon and confusion—delivering exactly the information needed to act with confidence. By seamlessly integrating into workflows, AuthBridge’s solutions simplify change, ensuring smooth operations and enabling businesses to focus on growth, rather than the complexities of verification and risk management related to employee background verification, customer onboarding, and third-party due diligence.

HERE and Pioneer to Showcase Connected Solutions to Enhance Two-wheeler Safety and Navigation at Bharat Mobility Expo 2025

HERE Technologies, the leading location data and technology platform, and Pioneer Corporation (“Pioneer”), a global leader in vehicle electronics, will debut their innovative connected devices for two-wheelers in Asia-Pacific (APAC) at a joint showcase during India’s Bharat Mobility Global Expo 2025, held from January 17 to 22.

The Pioneer Smart Display and Ride Cam devices will be featured at the HERE booth located at Bharat Mandapam, Hall 11. These solutions are designed to transform the riding experience, with a focus on safety, connectivity and scalability, addressing the needs of India’s rapidly expanding two-wheeler market.

Transforming two-wheeler mobility
The Smart Display and Ride Cam devices are designed as OEM-branded retrofit accessories that can be catered to the unique needs of India’s rapidly growing two-wheeler market, including rising costs, pollution, safety concerns and complex infrastructure. These solutions integrate seamlessly with smartphones to enhance navigation and connectivity through cost-effective, scalable hardware powered by the HERE SDK.

The HERE SDK is a set of tools and application programming interfaces offering access to a wide range of location features, including mapping, routing, geocoding, search, traffic, transit and indoor navigation. Designed for cross-platform development on iOS, Android and Flutter, it supports efficient and versatile application development, including embedded navigation for vehicles, two-wheelers and trucks. The HERE SDK also powers mobile apps with features syncing directions from mobile to the two-wheeler seamlessly, fleet management and additional location-aware services, including EV charging and safety alerts.

Smart Display: Enhancing safety and connectivity
The Smart Display is a sleek, easy-to-install device that enhances the two-wheeler riding experience with advanced features powered by the Pioneer RIDE CONNECT SDK. Key features include:

Crash detection and eCall: Built-in sensors and algorithms enable automatic or manual emergency alerts via a smartphone app.

Seamless connectivity: Stable Bluetooth Low Energy (BLE) connection ensures low power consumption while delivering cloud- and smartphone-integrated services.

Real-time information: Provides navigation, speed limit alerts, speed camera warnings, traffic updates and weather insights, all powered by the HERE SDK.

Vehicle data monitoring: Displays vital information such as tire pressure and EV range, ensuring a safer, more informed ride.

Ride Cam: AI-powered dashcam for two-wheelers
The Ride Cam is a compact dashcam tailored for two-wheelers. It combines safety, connectivity and artificial intelligence (AI)-powered analytics. Key features include:

Crash detection and eCall: Integrated sensor and algorithm offer emergency alert capabilities, supplemented by a manual SOS button for security.

Generative AI analytics: Processes accident footage, sensor data, and map information to generate detailed reports for eCall Centers and insurance providers.

Seamless integration: Compatible with existing smartphone apps for scalable, flexible solutions tailored for automotive OEMs.

Meeting the needs of India’s two-wheeler market
This collaboration between Pioneer and HERE brings together their respective hardware and location intelligence expertise to create a scalable solution for India’s expanding two-wheeler market. It addresses key industry demands by offering enhanced connectivity through an integrated ecosystem linking riders, devices and the cloud. The solution prioritizes safety with rider-specific precise navigation and real-time updates designed to navigate the dynamic and complex nature of India’s road infrastructure, all while ensuring affordability through cost-effective, retrofittable devices.

Siva Subramanian, PhD, CEO, Mobility AI & Connectivity Business Unit, Pioneer Corporation said, “We are excited to bring compelling solutions that cater to the specific needs of India’s rapidly growing two-wheeler market. By combining our expertise in hardware and mobility AI with HERE’s robust mapping and location intelligence, we are bringing enhanced safety, convenience and new connected experiences to riders in India and across the world. This partnership underscores our dedication towards innovation and supporting the evolving mobility landscape in India.”

Abhijit Sengupta, Senior Director and Head of Business for India and Southeast Asia at HERE Technologies said, “These innovative devices represent a significant leap forward in location-aware technology for the two-wheeler market, particularly in India where these vehicles play a vital role as a primary mode of transportation and as the backbone of the e-commerce and delivery ecosystem. By being OEM-system agnostic, this solution can seamlessly integrate with any manufacturer’s ecosystem, making it scalable on a global level. Together with Pioneer, we are helping to redefine connectivity and safety for millions of riders.”

MorningWale Launches “Flavours of Kashmir”: A Taste of Tradition and Wellness

Jan 17, 2025, New Delhi, India

MorningWale, a leading name in the organic food industry, is proud to announce the launch of its highly anticipated product range, “Flavours of Kashmir.”MorningWale aims to introduce every staple food on its platform. This exclusive collection brings the purest, organic treasures directly sourced from the fertile Kashmir Valley. These ingredients not only taste amazing but also offer plenty of health benefits, making them a perfect addition to any kitchen.

Flavours of Kashmir

The “Flavours of Kashmir” range offers a handpicked selection of premium products, each chosen to preserve the traditional tastes and medicinal properties of the region. From saffron and Kashmiri garlic to walnuts and almonds, these ingredients provide an opportunity to savour the rich culinary heritage of Kashmir while supporting your health and well- being.

Some of the standout products in the new range include the Saffron with the Flower, known for its mood-boosting and antioxidant properties, and Ruma Dal, a protein-rich lentil that aids digestion and energy levels. Kashmiri Mirch (Whole) and Kashmiri Mirch Powder offer mild heat and vibrant color while providing Vitamin C and supporting immune health. Other offerings, like Walnuts and Almonds, are packed with healthy fats and antioxidants that improve brain, heart, and skin health. The collection also includes Kahwa, a soothing Kashmiri tea blend that promotes digestion and relaxation, and Kashmiri Garlic, known for its strong flavor and healing properties.

“I believe that our new ‘Flavours of Kashmir’ range is a significant step in our aim to introduce real, healthy products into people’s lives. By introducing these products, we are not only celebrating the rich culinary heritage of Kashmir but also ensuring that families across India have access to the finest organic ingredients directly from their source,” said Nidha Patel, Founder of MorningWale.

“We hope that ‘Flavours of Kashmir’ encourages people to enjoy traditional, healthy ingredients that help nourish both the body and the soul, while also keeping the rich culture of the region alive,” she added.

MorningWale’s new range not only celebrates the unique flavors of Kashmir but also supports sustainable farming practices in the region. By introducing these products, the brand continues its mission to connect people to wholesome, organic ingredients while promoting healthier living.

Maha Kumbh Police Equipped with Eveready Siren Torches for Effective Crowd Management for a Safer Maha Kumbh 2025

Jan 17, 2025 Prayagraj, India

In an endeavour to ensure the safety and security of millions of devotees attending the Maha Kumbh Mela, this year, Maha Kumbh Police is further enhancing safety at the event with support from Eveready Industries India Ltd., the country’s leading flashlight and battery manufacturer. As part of the initiative, Police personnel deputed for the grand duo-decennial occasion will be equipped with 5000 Eveready Siren torches, featuring a powerful safety alarm, to help maintain order. In addition, safety norms will be propagated across 56 police stations within the Mela premises.

The Maha Kumbh Mela 2025, a once in a lifetime event, is expected to draw approximately 400 million pilgrims this year. Given its sheer magnitude, it will be paramount for authorities including the Maha Kumbh Police to ensure a peaceful and transformative experience for all devotees at the event. To contribute to this objective, Eveready has stepped forward to present its latest innovation, the Siren Torch DL102, to the Maha Kumbh Police.

Eveready Ultima Batteries & Siren Torches will also be prominently visible across the Kumbh VIP Dome City and various parts of the holy city.

Commenting on the initiative, SSP Kumbh Mela, Shri. Rajesh Dwivedi, said, “We have made extensive arrangements for the safety and security of pilgrims. Eveready’s Siren torches will also be an important part of this arrangement. It will definitely help strengthen our efforts.”

The Eveready Siren Torch, while serving as a traditional flashlight, transforms into a powerful and empowering safety device with a 100dbA sound alarm that can be activated by simply pulling an attached keychain. As part of this initiative, Eveready will undertake a practical demonstration for the Maha Kumbh Police to showcase the dual functionality and utility of the device. This versatile and pocket-friendly flashlight which is more than just a product, is a symbol of safety, empowerment and the ability to raise one’s voice in critical moments.

Anirban Banerjee, Sr. Vice President & SBU Head (Batteries & Flashlights) at Eveready Industries India Ltd., said, “The Maha Kumbh Mela is one of the world’s largest congregations and this year the 44-day long spectacle is expected to draw unprecedented visitors. Over the years, police has consistently done a commendable job by efficiently managing large crowds thereby safeguarding millions of pilgrims during their spiritual journey. This year, we are proud to join forces with the Maha Kumbh Police equipping them with the powerful Siren Torch to assist them in effective crowd management and maintaining a safe environment.”

Siddharth Vihar: The New Address for Premium Luxury Living in NCR

Jan 17, 2025, Delhi NCR, India

The rising demand for luxury homes in Delhi-NCR has sparked the search for new ideal locations that offer a blend of convenience, modern amenities, and upscale living. As buyers increasingly seek well-connected and thoughtfully planned neighborhoods, the spotlight shifts toward emerging areas that promise unparalleled value and lifestyle benefits. Amidst this search, Siddharth Vihar in Ghaziabad is rapidly carving a niche as the new address for premium luxury living. With its strategic location and high-end residential developments, Siddharth Vihar is gaining recognition as a promising luxury hotspot in NCR.

Siddharth Vihar: The New Address for Premium Luxury Living in NCR

Positioned along the NH-24 and seamlessly connected to the Delhi-Meerut Expressway, Siddharth Vihar offers the perfect balance of urban accessibility and tranquil surroundings. One of its most compelling features is exceptional connectivity that ensures seamless access to key NCR cities such as Delhi, Noida, and Greater Noida. Further, the proposed RRTS elevates Siddharth Vihar’s convenience quotient. Starting from Siddharth Vihar in Ghaziabad, the line will extend to Greater Noida West, Alpha One, and Noida International Airport. Once operational, the metro connectivity will drastically improve the city’s accessibility to major hubs, making the area even more attractive to homebuyers seeking efficient public transportation options.

Over the last couple of years, Ghaziabad has seen significant launches in the luxury housing segment. According to a report by PropEquity, between 2019 and September 2024, Ghaziabad witnessed a new supply jump by 14% and a capital appreciation of 139% from Rs. 3691 per sq. ft. to Rs.8823 per sq. ft. This pricing advantage allows homebuyers to access premium luxury residences without the hefty price tags often associated with traditional luxury markets, making Siddharth Vihar an attractive proposition for luxury living. Moreover, when compared to other parts of NCR, Siddharth Vihar is fast catching up with the interest of investors and end-users for luxury homes. Additionally, the upcoming Noida International Airport is set to be a massive boost for real estate demand in surrounding areas. Thus, with the area witnessing rapid appreciation over the past few years, investors can expect substantial capital gains in the future.

Besides, the residential landscape in Siddharth Vihar showcases a blend of modern architecture, sustainable designs, and premium amenities. Developers are focusing on creating world-class homes that offer spacious layouts, contemporary designs, and eco-friendly features. Among the standout developments is Prateek Grand Begonia, the latest offering from the renowned Prateek Group. Recently launched, the project is witnessing heightened interest from buyers and investors. It features thoughtfully curated theme-based design, combining colonial architecture with grand arches, elegant sculptures, and lush green landscapes. Positioned along the NH-24 corridor, this development promises an unmatched lifestyle experience for residents while offering immense potential for long-term appreciation.

Siddharth Vihar is enriched with social infrastructure, offering an excellent mix of educational, healthcare, and recreational facilities. The area is home to reputed schools that cater to families looking for quality education for their children. World-class healthcare facilities are within close reach, ensuring easy access to medical care.

Siddharth Vihar’s rapid transformation into a luxury living hub is driven by exceptional connectivity, well-planned infrastructure, and a surge in luxury housing projects. Due to its strategic positioning and upcoming infrastructure projects, it promises to continue its trajectory of growth, with further appreciation in property values expected. This offers a unique opportunity for investors and homebuyers to secure a foothold in one of NCR’s most sought-after regions for luxury real estate.

Protinex Partners with Kaun Banega Crorepati 16 to Raise Awareness About Daily Protein Intake for a Healthy Body and Mind

Jan 17, 2025  Mumbai, India

Features Protinex in this celebrated season to spotlight protein’s critical role in a healthy lifestyle

During every audience poll segment, each member of the studio audience will receive an exclusive Protinex hamper as a token of appreciation for their participation

Protinex, India’s leading health nutrition brand from the house of Danone, is thrilled to announce its collaboration with India’s most beloved gameshow, Kaun Banega Crorepati (KBC), hosted by the iconic actor Amitabh Bachchan that airs every Monday to Friday at 9 PM on Sony Entertainment Television. This unique partnership celebrates the perfect synergy of knowledge and health.

As a co-powered partner of KBC 16, Protinex aims to amplify awareness about the critical role of protein in maintaining a healthy lifestyle by integrating itself into the gameshow to promote its message of holistic health. During every audience poll segment, each member of the studio audience will receive an exclusive Protinex hamper as a token of appreciation for their participation. Adding further value to the collaboration, Amitabh Bachchan himself will educate viewers on the importance of protein as a macronutrient and the necessity of choosing trusted supplements to meet daily nutritional requirements.

“At Danone India, we believe in empowering individuals to take charge of their health through informed choices. Our partnership with Kaun Banega Crorepati is a testament to our commitment to spreading awareness about protein’s vital role in everyday nutrition. By associating with a platform as influential as KBC, we aim to inspire millions of viewers to prioritize their health and well-being,” said Sriram Padmanabhan, Marketing Director, Danone India.

Sandeep Mehrotra, Head—Ad Sales, Network Channels, at Sony Pictures Networks India (SPNI) added, “Kaun Banega Crorepati is more than just a show – it’s an institution that brings families together. As an iconic property, it offers brands a unique opportunity to connect with their target audience in a trusted and engaging environment. We’re delighted to partner with Protinex for the first time and craft bespoke solutions that not only meet their business objectives but also seamlessly integrate into the content, creating a holistic and impactful brand experience.”

Further speaking about the association, Shekhar Banerjee, Chief Client Officer, and Office Head – West, North & East, Wavemaker India said, “At Wavemaker, we strive to bring brands closer to audiences in ways that truly matter. This partnership between Protinex and Kaun Banega Crorepati is all about sparking conversations that can inspire healthier choices for millions of viewers. By seamlessly integrating the message of daily protein intake into one of India’s most iconic shows, we are not just amplifying awareness but creating a lasting impact on the way people perceive health and nutrition.”

Protein is a cornerstone of good health, contributing to muscle repair, immunity, and overall energy levels. However, research indicates that India faces a significant protein gap, with many individuals unaware of their daily protein needs. Protinex’s collaboration with KBC is designed to raise awareness towards bridging this gap by combining entertainment with education, leveraging the show’s massive reach and popularity to inspire healthier dietary choices.

Protinex’s association with KBC underscores the shared values of perseverance, growth, and championing excellence. With every episode, this partnership seeks to not only entertain but also equip audiences with the knowledge to make healthier lifestyle choices.