Archives August 2025

India, 4th August 2025 – AdLift, a leading performance marketing and SEO agency, has been recognized with seven Golds and two Silvers at the Social Samosa AgencyCon Awards 2025. These accolades highlight the agency’s consistent focus on excellence, innovation, and delivering high-impact digital marketing solutions.

Among the agency honors, AdLift received Gold in four key categories: Specialist Agency of the Year (Performance Marketing), Content Marketing Agency of the Year, SEO Agency of the Year, and Agency of the Year – North. These were further complemented by Silver wins in Performance Marketing Agency of the Year and Digital Agency of the Year, underscoring the agency’s steady presence across core digital capabilities.

In the individual categories, Prashant Puri, Co-founder and CEO of AdLift, was awarded Agency Head of the Year, recognizing his strategic leadership and contribution to the digital marketing landscape. Aakash Chauhan was named SEO Professional of the Year, and Shailendra Mehta earned the title of Performance Marketing Professional of the Year, reflecting the strength and depth of talent within the AdLift team.

Commenting on the recognition, Prashant Puri said, “This is a proud moment for all of us at AdLift. It reflects the consistent effort, creativity, and focus our team brings to every project. These awards encourage us to keep pushing boundaries in delivering performance-driven digital solutions. I’m especially proud of the individual accolades our team received—it’s a true reflection of the talent and expertise that drives our agency forward every day. We’ve built something special at AdLift, and moments like these remind us why we do what we do.”

AdLift’s recognition across a broad range of categories reflects its ongoing focus on delivering value and measurable outcomes for clients in India and globally.

Manipal, August 4, 2025: Manipal Academy of Higher Education (MAHE), an Institution of Eminence Deemed-to-be University, inaugurated the prestigious two-day International Symposium “Science Beyond Boundary: Invention, Discovery, Innovation and Society – Rasayan 21.” The symposium, jointly organized by MAHE and Chirantan Rasayan Sanstha (CRS), brought together over 200 world-renowned scientists, researchers, and thought leaders to explore transformative research addressing critical global challenges.

The inauguration ceremony was graced by Lt. Gen. (Dr.) M. D. Venkatesh, VSM (Retd.), Vice Chancellor, MAHE, who officially opened the symposium. The event was attended by distinguished guests including Prof. J.B. Joshi, Chancellor of ICT Mumbai; Prof. Ramgopal Rao, Vice Chancellor of BITS Pilani; Prof. Vudhichai Parasuk, President of the Thailand Chemical Society; Prof. Sajan D. George, Convener and Director of Manipal Institute of Applied Physics; Prof. C.V. Yelamaggad, Secretary of CRS; and Prof. Braja Gopal Bag, President of CRS.

A special message of support was received from Prof. Ajay Kumar Sood, Principal Scientific Advisor to the Government of India. He stated: “Science flourishes when it transcends boundaries—where invention transforms possibility, discovery expands knowledge, and innovation propels progress.” He reiterated India’s strategic roadmap to become a developed nation through integrated Science, Technology, Innovation, and Research (STIR) missions that promote convergence between academia, industry, and start-ups

A highlight of the symposium was the remote address by Prof. Ehud Keinan, President of the International Union of Pure and Applied Chemistry (IUPAC), who emphasized the transformative potential of science when it operates beyond disciplinary and geopolitical boundaries.

The symposium serves as a vibrant platform for knowledge exchange, showcasing groundbreaking research and innovations that transcend traditional disciplinary boundaries. The event aims to foster collaborative dialogue between scientists, innovators, industry experts, and policymakers to address pressing global challenges ranging from climate and energy to food, health, and sustainable technologies.

A central feature of Rasayan 21 was the CRS Awards Ceremony, recognizing 36 scientists from academic institutions, R&D organizations, and industries. Notable honors included the CRS Lifetime Achievement Award presented to Prof. J.B. Joshi and the CRS Leadership Award to Prof. Ramgopal Rao.

Lt. Gen. (Dr.) M. D. Venkatesh, VSM (Retd.), Vice Chancellor, MAHE, emphasized the symposium’s significance, stating, “Rasayan 21 embodies our commitment to fostering innovation ecosystems that bridge academia and industry. This gathering creates a shared vision for research with real-world impact, demonstrating how science, when conducted with purpose and shared with society, becomes a transformative force for addressing humanity’s greatest challenges.”

The symposium features keynote addresses and panel discussions spanning chemical sciences, materials science, environmental sustainability, biomedical applications, artificial intelligence, and clean energy technologies. The second day will continue with scientific sessions and a roundtable on “Research for Society: Challenges and Opportunities in the Indian and Global Context.”

This initiative reinforces MAHE’s position as a leading institution committed to advancing scientific research and strengthening international collaborations for societal benefit.

Guwahati, August 4, 2025: In a move to further expand its retail footprint, Northeast India’s largest dairy cooperative, Purabi Dairy, inaugurated a new Milk Booth at the ASTC’s Mini-ISBT in Khanapara, Guwahati on August 4. The booth was inaugurated by Shri Jogen Mohan, Hon’ble Minister of Cooperation and Transport, Government of Assam, in the presence of senior officials and dignitaries.

Purabi products are manufactured by West Assam Milk Producers’ Cooperative Union Ltd (WAMUL) and marketed by North East Dairy and Foods Limited (NEDFL) which is a joint venture between the Government of Assam and the National Dairy Development Board (NDDB). NEDFL has significantly strengthened its distribution network in the region, and the launch of this new booth at ASTC’s transport hub is a step forward in improving public access to fresh and nutritious dairy products.

The prefabricated booths, procured by WAMUL under the World Bank-funded APART Project, offer the complete range of Purabi products, including toned, standard, and full cream pouch milk, Purabi Smart UHT milk (tetrapak), Purabi Flavoured Milk, lassi, curd, paneer, ghee, fresh cream, and the wide range of much-loved Purabi ice-creams.

Speaking on the occasion, Minister Jogen Mohan praised the collaboration between Purabi Dairy and ASTC, highlighting the potential synergy in promoting both nutrition and convenience for daily commuters. “This partnership between Purabi Dairy and ASTC brings together two essential aspects of public welfare — mobility and nutrition — making it easier for people to commute and access safe, healthy food in one place. While ASTC ensures last-mile connectivity across Assam, Purabi Dairy is delivering quality nutrition to the people. Initiatives like this not only enhance commuter convenience but also promote healthier lifestyles across the state,” he said.

Assam State Transport Corporation (ASTC) Managing Director, Shri Chinmoy Prakash Phookan, ACS, who played a key role in initiating and driving this collaboration, highlighted the importance of value addition for commuters and said: “Dairy is an essential part of a healthy diet, and we are glad to offer our commuters easy access to nutritious, value-added products through this partnership with Purabi Dairy. This initiative enhances the overall commuting experience. We also plan to set up similar Milk Booths at other major ASTC centres across Assam in the coming months.”

Meanwhile, Shri Satya Brata Bose, Managing Director of NEDFL, reiterated Purabi’s mission, stating: “At Purabi Dairy, we are committed to building a healthier Assam by ensuring access to safe, nutritious, and high-quality food. With our expanding network of Milk Booths at key urban hubs, we are making our products more accessible, especially to daily commuters and busy households. The booth at Mini-ISBT, Khanapara, is another step in our journey to bring ‘Asomor Swad’ closer to every home, while also empowering local entrepreneurs through our innovative franchise model.”

The Khanapara outlet adds to Purabi’s growing chain of milk booths across Guwahati, located at key points including Gauhati Medical College and Hospital (GMCH) at Bhangagarh, near Janata Bhawan, near Assam State Zoo, opposite AIIMS in Changsari, and near Ganesh Mandir at Ganeshguri, among others.

These innovative, pre-fabricated booths are a first-of-their-kind in the North East for dairy distribution. Prefabricated as independent kiosks, they cater to evolving urban consumer preferences. Equipped with visi coolers, chest coolers, and deep freezers, the booths are insulated and built to maintain the cold chain effectively, even during high temperatures, ensuring optimal product quality and safety.

The booths follow a Company Owned, Franchisee Operated (COFO) model, offering a promising business opportunity for local entrepreneurs. A major advantage of this model is its quick setup process — a booth can be made operational within two days of completing formalities, greatly reducing the turnaround time compared to conventional outlets.

August 4, 2025: The Board of Directors of Sundaram Finance Ltd. (SFL) approved the unaudited standalone and consolidated financial results for the quarter ended June 30, 2025, at its meeting held on August 4, 2025, in Chennai.

“Q1FY26 has seen continued macroeconomic sluggishness of the past few quarters and economic activity has been slower compared to Q1FY25. Under these circumstances, Team Sundaram has delivered 17% growth in AUM to Rs. 53,278 crores, asset quality with net stage 3 at 1.08% vs 0.84% last year and profits after tax growing 39% year-on-year. Our Group companies in asset management, general insurance and home finance have continued their trajectory from FY25 and recorded strong results. We continue to rely on our time-tested approach of steady and sustainable growth with best-in-class asset quality and consistent profitability,” said Harsha Viji, Executive Vice Chairman.

Disbursements for Q1FY26 recorded a growth of 6% over Q1FY25. Gross stage 3 assets as on June 30, 2025, stood at 1.91% with provision cover of 44% as against 1.56% as on June 30, 2024, with provision cover of 47%. Profits from operations performed strongly, growing by 14% in Q1FY26. Profit after tax registered a 39% rise in Q1FY26, with net profit at Rs. 429 crores. Return on assets closed at 2.91% in Q1FY26 as against 2.38% for Q1FY25 and capital adequacy at 20.0% remains quite comfortable.

Rajiv Lochan, Managing Director, stated, “Overall, for the quarter, industry sales in segments and geographies we operate in were well below market expectations. Our focus on extending our market share remains resolute. Looking ahead, the monsoons have been above normal, procurement likely to be robust and therefore, rural sentiment is expected to improve. Government infrastructure spending will also gain steam. However, geopolitical tensions & global macro conditions remain unpredictable. Given these external uncertainties, our Q2 priorities remain focused on improving our asset quality position significantly while driving growth in disbursements at healthy margins. We are well positioned to continue our marathon running and delivering the Sundaram experience to our customers, people and partners,” he added.

STANDALONE PERFORMANCE HIGHLIGHTS FOR Q1FY26

· Disbursements for Q1FY26 grew by 6% to Rs. 7,310 crores as compared to Rs. 6,908 crores registered in Q1FY25.

· The assets under management grew by 17% to Rs. 53,278 crores as on 30th June 2025 as against Rs. 45,671 crores as on 30th June 2024.

· Net interest income grew by 25% to Rs. 781 crores in Q1FY26 from Rs. 623 crores in Q1FY25.

· Gross stage 3 assets as on 30th June 2025 stood at 1.91% with 44% provision cover as against 1.56% with provision cover of 47% as on 30th June 2024. Net stage 3 assets as on 30th June 2025 closed at 1.08% as against 0.84% as on 30th June 2024.

· The Gross and Net NPA, as per RBI’s asset classification norms for NBFCs, are 2.66% and 1.71% respectively as against 2.21% and 1.41% as of 30th June 2024.

· Cost to income ratio improved to 29.84% in Q1FY26 as against 32.90% in Q1FY25.

· Profits from operations grew 14% to Rs. 436 crores in Q1FY26 as against Rs. 383 crores in Q1FY25.

· Higher dividend income resulted in profit after tax registering 39% rise in Q1FY26, with net profit at Rs. 429 crores as against Rs. 308 crores in Q1FY25.

· Return on assets (ROA) for Q1FY26 closed at 2.91% as against 2.38% for Q1FY25. Return on equity (ROE) was at 16.70% for Q1FY26 as against 13.64% for Q1FY25.

· Capital Adequacy Ratio stood at 20.0% (Tier I –17.3%) as of 30th June 2025 compared to 19.3% (Tier I – 16.2%) as of 30th June 2024.

CONSOLIDATED PERFORMANCE HIGHLIGHTS FOR Q1FY26

The consolidated results of SFL include the results of its standalone subsidiaries Sundaram Home Finance, Sundaram Asset Management and joint venture company Royal Sundaram General Insurance.

· The assets under management (AUM) in our lending and general insurance businesses stood at Rs. 80,939 crores as on 30th June 2025 as against Rs. 69,234 crores as on 30th June 2024, a growth of 17%. The assets under management of our asset management business stood at Rs. 80,501 crores as on 30th June 2025 as against Rs. 80,565 crores as on 30th June 2024.

· Profit after tax for Q1FY26 grew by 9% to Rs. 475 crores as compared to Rs. 435 crores in Q1FY25.

GROUP COMPANY PERFORMANCE HIGHLIGHTS

Our group companies continued to perform well.

· The asset management business closed the year ended 30th June 2025 with assets under management of Rs. 80,501 crores (over 80% in equity) and consolidated profits from the asset management businesses were at Rs. 45 crores as against Rs. 29 crores in Q1FY25.

· Royal Sundaram reported a Gross Written Premium (GWP) of Rs. 1,289 crores as compared to Rs. 1,114 crores in the previous year, representing a growth of 16%. The company reported a profit after tax of Rs. 127 crores for Q1FY26 as against a profit of Rs. 65 crores in Q1FY25.

· Sundaram Home Finance continued to grow strongly with disbursements up by 10% to Rs. 1,488 crores in Q1FY26. The profit for Q1FY26 was Rs. 62 crores, as against Rs. 66 crores in Q1FY25.

ABOUT SUNDARAM FINANCE

Sundaram Finance was established in 1954 and the company has today grown into one of the most trusted and diversified financial services groups in India providing financing for commercial vehicles, cars & utility vehicles, tractors and farm equipment, construction equipment, SME finance and a range of working capital products for financing diesel, tyres, insurance as well as working capital for SMEs. Through its subsidiaries and group companies, the company offers home finance, loans against property, mutual funds and investment management solutions and the full range of general insurance products and services. It has a nationwide presence of over 700 branches, over 1 lakh depositors and over 5 lakh lending customers.

Sundaram Finance’s vision is to be the most respected NBFC in the country and its mission is to deliver the Sundaram experience to all customers, big and small, in keeping with the ethos of the Company. Sundaram Finance embraces a philosophy that balances Growth with Quality and Profitability and remains rooted in its ideal of protecting and enhancing shareholder value. The founding philosophy of the company is that everything begins with the customer. Our founder, Late Sri T S Santhanam, enshrined in the company its core values – The Sundaram Way – that have been the company’s guiding light over the decades. The company is deeply rooted in its values and proud of its heritage, also constantly innovating in terms of technology and processes to deliver the unique Sundaram experience to its customers and stakeholders.

ABOUT TSF GROUP

With a legacy spanning a century, the TSF Group’s interests cover the automotive and financial services sectors. Companies promoted by the TSF Group have combined revenue of more than Rs. 26,000 crores, 42,000 employees, 1,200 branches, and 36 factories. In the automotive industry, the TSF group operates across segments from component manufacturing, parts distribution, vehicle dealership and vehicle financing. The Group serves marquee customers across the globe and is known for high quality design‐led manufacturing. The TSF Group companies are market leaders in their segments and include Brakes India, Wheels India, Axles India, Turbo Energy, IMPAL, Madras Auto Service, and Sundaram Motors. In financial services, the TSF Group promoted Sundaram Finance (founded 1954), one of the most respected names in the NBFC sector, with interests in automotive lending, general insurance, housing loans, and asset management. The financial services business has more than Rs. 80,000 crores in assets and a further Rs. 80,000 crores in assets managed. The TSF Group comprises the T.S. Santhanam branch of the erstwhile TVS group and continues the tradition of Trust, Value and Service that the group has been known for this past century.

Pune, 4^st August 2025 – Bajaj Auto Ltd., the most valuable two-wheeler and three-wheeler company in the world, today launched its latest campaign for Pulsar with a bold message for India’s youth: Duniya Dekhti Hai. Tu Dikha.

Today’s youth are surrounded by secondhand experiences — be it through AI-generated content, influencer lives, or gamified thrills. But deep inside, they crave something real, raw, and felt first-hand.

They don’t just want to watch someone else take risks — they want to feel the rush themselves. Because authenticity isn’t just a buzzword — it’s a rebellion.

Pulsar brings back the Real Rush.

In a world chasing synthetic highs — reels, simulations, virtual thrills — Pulsar reignites the raw, unfiltered joy of real performance and real power. With every ride, it reminds riders what it feels like to achieve something genuinely thrilling — not virtually viewed, but physically conquered.

The campaign urges viewers to break out of the spectator mindset – to put down their phones and pick up their imaginations. Because for this generation, the ease of consumption is a trap. It’s in the discomfort of creation that they come alive. Whether it’s content, ideas or identity, what it boils down to is that it’s new and unapologetically theirs.

The film’s powerful imagery is supported by a compelling story: Pulsarmaniacs do not merely follow trends, they create them. Equipped with unparalleled power and precise performance, the Pulsar becomes more than a machine – it is a declaration; a call to action to join forces with those willing to take a stand, get noticed and assert themselves.

Speaking on the occasion, Sumeet Narang, President, Marketing, Bajaj Auto Ltd., said,“With ‘Duniya Dekhti Hai. Tu Dikha,’ we’re speaking to a generation that’s tired of borrowed experiences and filtered realities. Today’s youth crave the real rush — something raw, personal, and unfiltered. Pulsar has always stood with those who don’t just watch from the sidelines but choose to feel the thrill first-hand. This campaign is a tribute to that spirit — bold, original, and fiercely authentic.”

 At a time when blending in is easy and standing out takes guts, Pulsar refuses to settle for the ordinary. It stands against passivity, conformity, and being just another face in the crowd. It champions those who lead with originality, who create instead of copy and who ride not just to move but to make a mark. Because, Duniya Dekhti Hai. Tu Dikha.

Bengaluru, August 4, 2025: Kempegowda International Airport Bengaluru (BLR Airport) has unveiled its signature sonic identity — Rhythm of BLR. Developed in collaboration with sonic branding experts BrandMusiq, this unique musical expression is a central part of the Feels Like BLR campaign envisioned to transform the airport from a transit point into a space that truly connects with people.

Music has the power to create deep emotional connections and instant recognition. Rhythm of BLR is designed to evoke a sense of warmth, familiarity, and emotional resonance — capturing the joy of new beginnings, the comfort of homecomings, and the spirit of Bengaluru itself.

Rooted in the melodic framework of the BLR Airport Anthem, composed by Grammy® Award-winning artist Padma Shri Ricky Kej, Rhythm of BLR is a multisensory narrative that blends tradition with global influences. Drawing from Carnatic sounds like the mandolin and mridangam, and harmonised with Western acoustic and electric guitars, piano, and a vibrant sing-along chorus, the identity becomes a rich jugalbandi of heritage and modernity.

Hari Marar, Managing Director & CEO, Bangalore International Airport Ltd (BIAL), added, “Every journey begins and ends with emotions. At BLR Airport, we’ve always believed that travel should connect not just places, but people, feelings, and memories. Rhythm of BLR is an extension of that belief — a sonic expression of Bengaluru’s spirit that welcomes you, comforts you, and stays with you long after you’ve left the airport. For us, this isn’t just a sound, rather a part of our identity, a reminder that you’re home, or on your way to something special.”

“A powerful sonic identity starts with emotional clarity,” said Rajeev Raja, Founder & Soundsmith, BrandMusiq. The identity was shaped through a thoughtful, three-stage creative process, beginning with a deep-dive into the airport’s brand personality. Guided by Indian emotional frameworks such as the Navarasas, and the brand’s own narrative of transformation and magic, we worked to translate the brand’s purpose and personality into a soundscape that expresses Shringara (warmth), Veera (inspiration) and Hasya (delight), central to the BLR Airport experience. The result is a ‘Mogo’ — a musical logo — that becomes the airport’s audible soul.”

Shalini Rao, Chief Marketing Officer, Bangalore International Airport Ltd, “Airports are often places where emotions run high — reunions, farewells, first steps and last looks. With Rhythm of BLR, we wanted to weave a familiar thread through those moments. It’s more than a sonic identity; it’s a sensory anchor that makes every traveller feel seen, grounded, and connected to Bengaluru, no matter where they’re headed. Just like a signature fragrance or a favourite tune, we hope it becomes part of every passenger’s memory of BLR Airport, something they carry with them, wherever they go.”

From launching the BLR Anthem to curated art spaces and a signature fragrance, every element has been thoughtfully crafted to reflect the spirit of Bengaluru. With the introduction of a sonic identity, the airport continues to reimagine travel as a multi-sensory experience, where each touchpoint becomes a moment of belonging. As the signature tune of Kempegowda International Airport Bengaluru, Rhythm of BLR plays at key ear points (audio), we hope it serves as a familiar tune, one that welcomes, comforts, and lingers long after the journey ends.

August 4, 2025: Acclaimed actor Sanjay Mishra is all set to step into the formidable shoes of Nana Phadnavis in a powerful new Hindi staging of Ghasiram Kotwal, the iconic political play by Vijay Tendulkar, adapted by Vasant Dev. This fresh and unflinching reimagining is directed by Abhijit Panse and Bhalachandra Kubal, and produced by Aakankssha Omkaar Maali and Anita Palande.

Blending the vibrancy of traditional Marathi folk theatre with a sharp, modern lens, Ghasiram Kotwal reclaims its place as one of India’s most hard-hitting commentaries on power, corruption, and systemic exploitation. Set in 18th-century Pune under the rule of the Peshwas, the play revolves around the rise and fall of a man who trades everything including his own daughter in a quest for authority, only to be consumed by the very forces he empowers.

Speaking about his role, Sanjay Mishra said, “Nana is not just a historical figure, he’s an idea. This play holds a mirror to our times. For me, stepping into this role is not just acting, it’s a confrontation with our political truths.”

Actor Santosh Juvekar, who plays the titular character of Ghasiram, adds, “Portraying Ghasiram is like walking a tightrope. He’s a victim, a manipulator, and a tragic figure. It’s a character soaked in pain, power, and poetry. I’m thrilled to bring him alive on stage.”

Talented Actress Urmila Kanetkar, playing Gulabi, shares, “Gulabi is not just a Lavani dancer, she’s the soul of this story. Through music and movement, she speaks volumes about a woman’s place in a world ruled by men. This is one of my most emotionally layered roles.”

Choreographed by the award-winning Phulwa Khamkar, the 2025 staging retains the raw poetry and musicality of the original while introducing dynamic, visceral performances that reflect today’s socio-political climate. The play remains eerily relevant in its exploration of moral decay, authoritarianism, and the commodification of women.

The Hindi play Ghasiram Kotwal is set to premiere on August 14.

Becker Partners Exclusively with Simandhar in India — A New Era Begins for Commerce Students in CPA, CMA & Global Accounting Careers

Hyderabad, 4th August 2025 : Simandhar Education, one of India’s leading professional education companies, has entered into an exclusive strategic partnership with Becker, a global leader in accounting exam review and continuing professional education. Through this exclusive partnership, Simandhar Education will be the sole organization in India delivering Becker’s CPA and CMA Exam Review courses.

This collaboration brings together two trusted names in accounting education to address the surging demand for globally certified accountants in India. With the number of licensed CPAs in India growing by 450% since 2020, the need for globally benchmarked training solutions has never been greater. As multinational companies expand their operations in India and local firms increasingly adopt international accounting standards, Simandhar and Becker are uniquely positioned to shape the next generation of finance professionals.

Building on a longstanding collaboration, this exclusive partnership reflects a shared commitment to delivering the highest-quality learning experience. Indian students will now benefit from a fully localized and integrated platform that combines Becker’s globally trusted exam prep resources with Simandhar’s live classes, expert faculty, mentoring, and career guidance.

CPA and CMA aspirants across the country will gain access to Becker’s comprehensive textbooks and materials, AI-powered study assistant, customizable study planner, unlimited practice tests, and adaptive learning tools all embedded within Simandhar’s robust academic ecosystem. Simandhar will also provide personalized mentoring, industry-specific workshops, and placement support with top firms, including the Big 4.

“This exclusive partnership is a major milestone in Simandhar’s journey to make global accounting education more accessible and outcome-driven for Indian professionals,” said Sripal Jain, CA/US CPA & Co-Founder of Simandhar Education. “Our mission has always been to bridge the gap between global qualifications and local talent, and this agreement with Becker further strengthens our ability to do that at scale. We’re not just helping students pass exams, we’re building future-ready professionals who can lead in a global finance environment.”

The partnership also reinforces Simandhar’s strategy to expand its reach into Tier 2 and Tier 3 cities, where interest in international accounting credentials is growing rapidly. For Becker, this marks a significant step forward in scaling its presence in India one of the fastest-growing markets for global accounting certifications.

“This exclusive partnership underscores our commitment to providing exceptional opportunities for accounting professionals in India,” said Ed Clark, President of Becker. “Becker’s presence in India has grown by over 300% in the past five years. Now, this partnership allows us to empower more students to achieve their professional goals with confidence through world-class resources and structured local support.”

ITC Fabelle unveils #WorthTheOne, a first-of-its-kind personalised gifting experience to celebrate the sibling bond

4th August 2025: Fabelle, a luxury chocolate brand from ITC Ltd. has long been known for setting benchmarks in indulgent craftsmanship and curated consumer experiences. This Raksha Bandhan, living up to that legacy, Fabelle has introduced #WorthTheOne, a first-of-its-kind experience designed to offer consumers a truly personalised and meaningful gifting experience that celebrates the unique bond between siblings.

Every year, most brothers end up shopping for Raksha Bandhan gifts at the last minute, often settling for options that feel generic and impersonal. Fabelle #WorthTheOne offers an opportunity to move away from the predictable and instead create something that is as special and distinctive as the sibling relationship itself.

At the heart of #WorthTheOne is a powerful insight: every sibling bond is layered with its own emotional textures, shared codes, quirks and inside jokes. Fabelle aims to understand this bond and deliver a gifting experience that feels thoughtful, personalised, and truly one-of-a-kind.

Fabelle through #WorthTheOne campaign is inviting all brothers to rediscover their bond. One has to take a fun and insightful sibling compatibility test on Fabelle’s worththeone website. Using AI, Fabelle then matches the relationship traits, from protective instincts to playful rivalries and deliver a curation of unique exquisite chocolates – which are then handcrafted by ITC Master Chocolatiers with finest cocoa, sourced from across the world. From the nostalgia-rich Saffron RasMalai truffle chocolate to the elegance of Ruby Hazelnut Gianduja chocolate, every variant tells a story of shared memories, silent support, and unspoken love. Furthermore, no two boxes are alike, each box comes with 20 unique truffles in 5 different flavours and the packaging too is tailor made and personalised.

Mr. Anuj Bansal, Vice President and Head of Marketing – Chocolates, Coffee and Confectionary, Foods Division, ITC Limited, said: “Fabelle has always stood at the intersection of luxury, craft and emotion. This Rakhi, Fabelle is celebrating the unique sibling bond with #WorthTheOne. Leveraging AI we will convert shared memories, quirks, and emotional nuances into an experience that feels luxurious, handcrafted, personal and thoughtful”

True friendship is the grammar of the soul—structuring our emotions, connecting our hearts, and communicating without words: Dr Birbal Jha

By – Dr Birbal Jha, Social Entrepreneur, Author, Founder, British Lingua

In a world increasingly shaped by digital connections and fleeting interactions, the enduring value of friendship remains one of the most powerful and reassuring constants in human life. As we mark Friendship Day, it is time not just to exchange pleasantries but to reflect on the profound social and emotional currency that true friendship offers.

“True friendship is the grammar of the soul—structuring our emotions, connecting our hearts, and communicating without words.” This sentiment, though poetic, holds a truth that resonates deeply in both personal and collective experiences.

Friendship is more than shared moments or mutual interests—it is an emotional framework that nurtures understanding, offers quiet strength, and anchors us through the shifting tides of life. In my years of work in language training, cultural promotion, and social empowerment, I have often said that friendship is life’s spoken language—rich with emotion, trust, and timeless dialogue.

It transcends transactional relationships. A friend is not merely someone we know, but someone who helps us know ourselves better. A true friend does not merely offer companionship during celebrations but walks beside us during our darkest hours. As I reflect on my own journey—both public and personal—I am reminded that meaningful friendships have often played a defining role in shaping my path.

At a time when the world appears fragmented by politics, borders, and ideologies, friendship becomes a rare and necessary bridge. “In a world divided by borders and beliefs, it is friendship that builds the bridges.” These connections defy divisiveness and remind us of our shared humanity.

Let us not undervalue this quiet yet mighty force. Friendship is not a favour we extend but a fortune we receive. It is, in essence, the purest form of social capital—one that does not devalue with time but appreciates through kindness, empathy, and shared purpose.
The wealth of a nation may lie in its economy, but the strength of a society lies in its friendships. Whether forged in childhood classrooms, over cups of tea, or across the digital world, these bonds remind us that goodness still travels across hearts.

This Friendship Day, I encourage all of us to move beyond symbolic gestures and reaffirm the human values that friendship embodies—compassion, loyalty, empathy, and mutual respect. As someone committed to the art of communication, I believe that no dictionary can fully define friendship, but a single act of kindness can.

Let us invest in this intangible wealth. Let us nurture it with sincerity. Let us allow the quiet power of friendship to soften our rough edges and draw us closer to one another.

Happy Friendship Day to all.
Let friendship not just be a day on the calendar, but a lifelong commitment to human connection.