All posts by Neel Achary

Bengaluru, Mar 05: Amazon India today announced the return of the Electronics Premier League (EPL) on Amazon.in. Starting midnight, customers can discover great deals and offers across a wide range of consumer electronics from the latest smartphones, smart TVs, laptops and tablets, to air conditioners, refrigerators, washing machines, cameras, audio devices and more. Power Play Deals will bring a curated selection of the sharpest offers, refreshed every day through the shopping event. With up to 65% off on products, additional instant bank discount of up to INR 4,500 on HDFC Bank Credit Card and EMI transactions, No-Cost EMI options, and attractive exchange benefits, EPL makes every upgrade more accessible than ever this cricket season. 

“Last year’s EPL exceeded our expectations, and this year we are scaling that ambition across every dimension. Our focus this year is on AI-powered devices — from AI PCs to smart TVs to on-device AI smartphones — and we want customers to experience that shift firsthand. What has also evolved is how customers discover and decide. Rufus helps customers find products based on their specific use case, Smartchoice surfaces the right options across price bands and needs, and richer product pages give customers the context and confidence to make informed decisions. Together, these tools make the path from curiosity to purchase faster, smarter, and more intuitive than ever.”- Zeba Khan, Director – Consumer Electronics, Amazon India. 

With EPL bringing some of the best deals of the season, Amazon India’s AI-powered tools help customers make better upgrade decisions. Whether shopping for a smartphone, a TV, or any consumer electronics product, these tools work across the entire selection- for instance, tell Rufus you want the best camera phone under a certain budget and it will filter through in real time- no scrolling, no guesswork. Lens AI lets customers point their camera at a wall and instantly find the TV that fits it best. Narrowing down on the best noise-cancelling headphones? Review Highlights distils thousands of customer reviews into a crisp summary, so every decision is an informed one. Price History lets customers see how a product’s price has moved over time, so they can buy with confidence knowing they are getting a genuinely good deal. Smartchoice takes the guesswork out entirely, badging the best laptop for your workflow or the right appliance for your home across prices and use cases. 

The Electronics Premier League is live on Amazon.in from March 6th – March 12th, 2026.

Select from the latest launches of the year to kick off your cricket season

• Samsung Galaxy S26 Ultra: Samsung’s most powerful flagship yet- featuring next-gen AI camera capabilities, built-in S Pen, and a stunning titanium design. The Galaxy S26 Ultra is now available during EPL
• Apple 17e: Equipped with 6.1” Super retina XDR display, A19 chip, 48MP Fusion camera and more, Apple 17e is one of the best buys for customers. Available during EPL at a net effective price  including bank offer
• iQOO 15R: Performance-first 5G smartphone with flagship-grade processor and fast charging.
• Oakley Meta Vanguard, Matte Black, PRIZM 24K: Tap into iconic style and advanced technology with Ray-Ban Meta, these glasses are equipped with an ultra-wide 12 MP camera and allow to make hands-free calls or ask Meta AI questions on the go and more. 
• Sony WH-1000XM6 The Best Wireless Noise Canceling Headphones: Powered with advanced processors and an adaptive microphone system, the WH-1000XM6 headphones deliver real-time noise cancellation for an immersive, distraction-free listening experience.
• Samsung Galaxy Buds4 Pro: Featuring an iconic metal design, this product is built for all-day comfort. It also boosts advanced adaptive ANC, live translation and hands-free control. 
• Sony 55-inch BRAVIA 2M2 4K Smart LED Google TV: Sony BRAVIA picture quality with Google TV, 4K Ultra HD, and smart home integration.
• Xiaomi 75 Inches X Pro Series QLED 4K UHD Smart Google TV: Experience cinematic 4K clarity with this smart TV. It comes with features such as Dolby Vision, HDR10+, eye care mode and more. 
• Fujifilm instax mini Evo Cinema™ Premium Edition with 20 Shots of instax mini Instant Film: This camera comes with cutting edge innovation that offers total creative control over capturing, editing, printing, recording, and more. 
• Boat 2026 Launch Nirvana Crown, Sonic ARC, LEDs, Haptic Feedback,50dB Hybrid ANC,Spatial Audio: Tune out the chaos and dive into pure sound with boAt Nirvana Crown TWS Earbuds that come with features such as 50 dB Hybrid Active Noise Cancellation, Spatial Audio, 6 Mics with AI-ENx Technology and more. 

Level up your AI game with these AI-enabled devices

From AI PCs that adapt to how you work, to smart TVs that personalise your viewing experience, to smartphones with powerful on-device AI capabilities — EPL brings together the best of what the next generation of consumer technology looks like, all in one place.

• Apple iPhone 17 Pro 512GB: Apple’s latest Pro flagship with cutting-edge A-series chip, ProRes video, and titanium design. 
• ASUS Vivobook S16 AI PC, Intel Core Ultra 5 225H: AI-powered laptop with Intel Core Ultra 5 225H processor, built for seamless multitasking and all-day productivity. 
• Samsung 55-inch Vision AI 4K Ultra HD Smart QLED TV: Vision AI, QLED panel, intelligent upscaling for a personalised viewing experience.
• LG 55-inch UA82 AI Series 4K Smart webOS LED TV: LG AI-powered picture processing, webOS smart platform, 4K Ultra HD. 
• Samsung 653L 5-in-1 Convertible Side-by-Side AI Smart Refrigerator: WiFi-enabled, Digital Inverter, AI-powered cooling that adapts to your usage patterns.
• Samsung 9 Kg 5 Star AI EcoBubble Front Load Washing Machine: AI EcoBubble technology, Super Speed wash, Hygiene Steam with inbuilt heater, Wi-Fi enabled.

Time to upgrade to 5G with up to 40% off on smartphones

• OnePlus Nord 5: Sleek 5G mid-ranger with clean OxygenOS experience and fast charging.  instant bank discount
• Samsung Galaxy M56 5G: Feature-packed 5G smartphone with large battery and vivid display. 
• realme NARZO 90x 5G: Budget 5G smartphone with solid performance and long battery life.
• Redmi A4 5G: Affordable 5G smartphone offering reliable everyday performance. 

Power up your productivity with these laptops & tablets

• HP Victus i5 14th Gen with RTX 3050: 14th Gen Intel Core i5, NVIDIA RTX 3050 graphics, 144Hz display, built for gaming and creative workloads.
• Xiaomi Pad 7 Nano Texture Display: Snapdragon 7+ Gen 3, 3.2K Nano Texture anti-glare display, Dolby Vision Atmos, 12GB RAM. . 

Bigger screen, better experience on these Smart TVs

• TCL 55-inch 4K UHD Smart QD-Mini LED Google TV: QD-Mini LED technology, Google TV, 4K UHD vivid, high-contrast picture quality. Available at a net effective price of INR 42,240
• Xiaomi 55-inch FX Pro QLED Ultra HD 4K Smart Fire TV: QLED display, Fire TV built-in, Alexa voice control.

Music, that moves with you

• OnePlus Buds 4: Active noise cancellation, long battery life, lightweight design.
• realme Buds T310 True Wireless in-Ear Earbuds: Experience uninterrupted sound with these realme buds. It offers features such as 46dB hybrid noise cancellation, up to 40 hours of total playback, dual device connection and more. 
• realme Buds Air: These realme buds come with features such as sound master, adaptive silence, 3D spatial and dynamic audio. 
• boAt Rockerz 650 Pro: 80-hour battery, Dolby Audio, touch controls, dual pairing — over-ear wireless headphones.
• OnePlus Nord Buds 3r TWS Earbuds: With the longest battery life ever, these OnePlus Nord Buds come with 12.4mm driver and titanium-coated diaphragm, sound master EQ and AI translation. 

Beat the heat & keep it fresh with these home appliances

• Samsung 28L Convection Microwave Oven with Curd Making: 28-litre convection microwave with curd making function — versatile everyday kitchen companion. Available, including an instant bank discount up to INR 2,000 on HDFC Credit Card and EMI
• Bosch 13 Place Setting EcoSilence Drive Dishwasher: Germany’s No. 1 dishwasher brand. EcoSilence Drive motor, Hygiene+ programme, Intensive Kadhai program.

Mar 05: In a joint 6G AI proof-of-concept demonstration, the CMX500 one-box tester from Rohde & Schwarz shows significant downlink throughput gain in an AI-based wireless transmission compared to conventional non-AI technology. Additionally, the demonstration illustrates how this translates to an enhanced video streaming user experience. This collaboration validates the feasibility of multi-vendor AI interoperability for future 6G standardization.
 

 The CMX500 shows significant downlink throughput gain in an AI-based wireless transmission.

KT has joined forces with Qualcomm Technologies, Inc. and Rohde & Schwarz to present significant performance gains achievable through AI-enhanced radio transmission, paving the way for optimized 5G-Advanced and future 6G networks. Visitors to MWC Barcelona 2026 can experience the demonstration at the KT booth 4A60 in hall 4.

Qualcomm Technologies and Rohde & Schwarz collaborated in 2025 to realize Channel State Information (CSI) feedback technology leveraging AI/ML for advanced mobile networks and RAN infrastructure. The telecommunications company KT, driver of 6G research and AI implementation, now joined the effort to demonstrate the practical benefits of integrating AI into next-generation wireless systems.

In the setup, Qualcomm’s AI-enabled wireless device prototype connected to the CMX500, configured as an AI-enabled base station emulator, achieves an increase in downlink throughput of approximately 50% compared to conventional non-AI technology. Leveraging the advanced application testing capabilities of the CMX500, the demonstration illustrates how the increased performance translates to an enhanced user experience for video streaming applications. The improvement was achieved using a “two-sided AI model” for CSI feedback, enabling cooperative compression of wireless channel state information transferred between the device and base station. The model leverages CSI-RS-based analysis and compressed feedback, significantly enhancing radio transmission performance in massive MIMO scenarios. AI-driven CSI enhancements are expected to result in even greater efficiency, reduced overhead and improved user experience in 5G-Advanced and future 6G networks.

A key achievement of this work is the validation of an interoperable architecture allowing real-time cooperation between AI models from different vendors – a critical step towards 6G standardization and a more open, flexible network ecosystem. The precise and controlled testing environment of the CMX500 one-box tester proves essential for accurately assessing the performance of these sophisticated AI-based algorithms under realistic radio conditions.

Alexander Pabst, Vice President of Wireless Communications at Rohde & Schwarz, said: “We are proud to collaborate with KT and Qualcomm in showcasing the immense potential of AI in next-generation networks. The CMX500’s ability to verify these performance gains underscores our commitment to providing leading-edge test and measurement solutions for the future of communication technologies.”

Lee Jong-sik, Executive Vice President and Head of KT’s Future Network Research Laboratory, said: “6G represents an evolution towards intelligent networks that combine AI and wireless communications rather than simply delivering higher speeds.” He added that KT will continue to secure AI-based wireless technologies that enhance customer experience through strategic partnerships.

Spencer Kim, Vice President and President of Qualcomm Korea, QUALCOMM CDMA Technologies (Korea) YH, noted: “6G will serve as an innovation platform for advanced intelligent edge AI, enabling AI-driven control of network resources. Our collaboration with Rohde & Schwarz and KT marks a critical step in bringing this vision to life and is expected to accelerate progress in next-generation communications.”

At MWC Barcelona 2026, visitors can learn how to achieve significant performance gains through AI-enhanced CSI feedback at the KT booth 4A60 in hall 4. 

Kochi, Mar 05: “Nurses are the backbone of our healthcare system, and their contribution to patient care is invaluable. At Aster DM Healthcare, we have always held the highest respect for the nursing profession and deeply recognise the dedication, commitment and compassionate care they bring to their work every single day.

We understand the concerns raised by nurses in Kerala regarding compensation and as a responsible healthcare provider, Aster DM Healthcare will fully comply with the directions on this matter and the Minimum Wages Notification issued by the Government of Kerala.

Aster has consistently aligned employee compensation with government notifications in the past. In addition to statutory wages, we extend several benefits to employees, including staff insurance coverage and other benefits as determined by the board and management from time to time.

At this juncture, I would also like to thank the nursing community for continuing to prioritise patient care even as they voice their concerns. Their professionalism and commitment during this time truly reflect the noble spirit of the nursing profession. We remain committed to creating a healthcare environment where nurses feel valued, respected, and supported.”

Sale hailed as major sign of confidence in city’s real estate market and security in UAE

Dubai, UAE, March 5:  A luxury apartment in Dubai has been sold off-plan for AED422 million, and the deal has been hailed as powerful sign of confidence in the city’s real estate market, and security in the UAE. 

The sale yesterday of the 31,201 sq ft apartment at Aman Residences Dubai on the Jumeirah Peninsula, has been confirmed by fäm Properties.

Data from DXBinteract, the data platform developed by the company in partnership with Dubai Land Department, said the transaction put the value at AED 13,525 per sq ft.

Firas Al Msaddi, CEO of fäm Properties, said: “The sale of an ultra-luxury villa at this level is particularly relevant in the current circumstances. It underlines the fact that the Dubai real estate market is structurally stronger than it has ever been.

“Over 70% of transactions are now end-user driven, not speculative. The buyer base is globally diversified. Mortgage activity has doubled in four years.

“The regulatory environment has matured. The UBS Global Real Estate Bubble Index rates Dubai moderate risk, while cities like Miami and Tokyo sit in the high-risk zone. The fundamentals haven’t changed overnight because of regional events.

“And of course, the enormous lengths that the UAE authorities have gone to in order to keep everyone who lives and works here safe at all times, sends out the strongest possible message to investors.

“That has long been the case, and the effect of all this is highlighted by an apartment being sold for AED422 million in the current climate, at a time when the eyes of the world are on Dubai, and the Gulf region.

“It’s a sale which says so much about the UAE as a whole, and in this case in particular, about Dubai as one of the world’s leading destinations for wealthy real estate investors.

“While headlines elsewhere paint one picture of the UAE, the reality for those of us living and working here is completely different.”

Mar 05: In a major push toward strengthening India’s artificial intelligence infrastructure, Silicon Valley-based entrepreneur Adesh Kumar Tyagi has announced a $7.7 billion commitment to develop a 1-gigawatt hyperscale AI data centre platform in Uttar Pradesh.

The project, spearheaded by his company TryfactaConnex, has been formalised through a memorandum of understanding (MoU) with the Government of Uttar Pradesh. At 1 gigawatt of planned capacity, the campus ranks among the largest AI-dedicated infrastructure commitments announced in India.

Tyagi positioned the initiative as a response to India’s rapidly accelerating AI demand, which he believes is beginning to outpace available compute and energy capacity.

“AI demand in India is growing exponentially. The constraint today is not talent or ambition — it is reliable, scalable power infrastructure,” said Tyagi. “AI infrastructure is becoming core national economic infrastructure.”

Built for AI-First Workloads

Unlike traditional data centres that were retrofitted for AI applications, the proposed campus is being designed specifically for high-density AI workloads, with planned power densities ranging from 80 to 120 kilowatts per rack. The modular design will allow the facility to adapt to successive chip generations while deploying hybrid and liquid cooling systems to optimise performance and efficiency at scale.
A key differentiator of the project is its integrated energy planning model. Instead of relying solely on grid connectivity, the infrastructure roadmap envisions a diversified energy backbone combining grid power, solar integration, gas-based systems, battery storage, and future-ready options aligned with evolving nuclear energy frameworks.

Industry experts note that as AI models grow in scale and complexity, dependable base-load energy is becoming as critical as compute capability itself.

Strategic Location Advantage

Uttar Pradesh has been actively positioning itself as a destination for large-scale digital infrastructure investments, supported by policy incentives, improving power availability, and enhanced connectivity.
With demand in northern India — particularly around the NCR corridor — projected to rise significantly in the coming years, the state offers both geographic and infrastructure advantages for hyperscale deployment.

The 1-GW campus will be developed in phased blocks, allowing capital deployment and infrastructure build-out to align with demand growth and long-lead equipment procurement cycles.

Broader Economic and Global Context

Headquartered in Silicon Valley, TryfactaConnex is advancing AI infrastructure strategies across the United States, India, and Brazil. The India project forms a central pillar of the company’s broader vision to build globally distributed, sovereign AI capacity capable of supporting hyperscalers, enterprises, and national AI programmes.

Beyond computing capacity, the project is expected to generate high-value employment, enable advanced technology skill development, and strengthen India’s domestic AI ecosystem by reducing reliance on overseas infrastructure.

“In the AI economy, uptime equals economic advantage,” Tyagi added. “When compute becomes reliably available at scale, it unlocks innovation across sectors.”

As artificial intelligence increasingly shapes economic competitiveness, infrastructure investments of this scale signal a larger shift: hyperscale AI facilities are no longer peripheral assets — they are strategic national infrastructure.

With planning and financing processes underway, the TryfactaConnex campus represents a significant step in India’s ambition to emerge as a global hub for AI-driven growth.

Pune, Mar 05:  Pune, a city renowned for its youthful energy, vibrant college scene, and evolving food culture, offers a diverse range of hangout spots perfect for friends, colleagues, and families. From cosy cafés to lively restaurants, Pune’s food and beverage scene caters to every mood, occasion, and budget, making it a go-to destination for socialising and relaxation.

 Here are five must-visit hangout spots in Pune:

1. Burger Singh – India’s Desi Burger Favourite
Known for its uniquely Indian twist on classic burgers, Burger Singh is a hit among students and young professionals. Bold spices, playful names, and local flavours make it perfect for casual group hangouts. Its friendly ambience, prompt service, and pocket-friendly pricing ensure a satisfying and fun experience.

2. Starbucks – Premium Café Culture
Starbucks is more than just coffee; it’s a hub for group study sessions, brainstorming meetings, or long chats with friends. Its cozy interiors, consistent service, and welcoming atmosphere make it a preferred spot for those seeking a calm, premium café experience in Pune.

3. McDonald’s – The All-Time Favourite
With outlets across the city, McDonald’s remains a reliable choice for families, students, and friend groups. Known for quick service, familiar menu options, and budget-friendly combos, it is a convenient and hassle-free option for casual hangouts.

4. Social – The Trendy Hangout Spot
Social blends café culture with contemporary vibes, offering a creative menu, signature drinks, and eclectic interiors. Popular among young professionals and students, it is ideal for casual meet-ups, evening hangouts, and brainstorming sessions in a lively and modern setting.

5. Barbeque Nation – For Group Celebrations
Barbeque Nation is perfect for large gatherings, birthdays, and weekend get-togethers. Its unlimited grills, buffet-style offerings, and interactive live-grill concept make dining a social and memorable experience, where guests can enjoy food cooked to their preference.

Practical, fun, and social, Pune’s hangout spots cater to a wide spectrum of tastes and experiences, encouraging connections over good food and great company. Whether you are looking for a relaxed café session or a lively group celebration, the city has something for everyone.

Jonas Field

Amsterdam, Mar 5: PPDS, the exclusive global provider of Philips Professional Displays and complementary solutions, is excited to announce the appointment of sought-after AV professional, Jonas Field, to lead its next wave of growth in the Norwegian market.

Accepting the role of Country Sales Manager for Philips Professional Displays, Jonas brings more than 10 years of hands on, top tier AV/IT knowledge and experience, and is a highly regarded and commercially driven industry professional. Throughout his career, he has built strong relationships across the channel, including distributors, integrators, consultants, and end customers.

Based in Oslo, and reporting to Roeland Scholten, PPDS Sales Director for Benelux and Nordics, Jonas will take ownership of the commercial strategy for Philips Professional Displays in Norway. His focus will include expanding distributor partnerships, increasing brand visibility within the channel, supporting partners with targeted go to market initiatives, and driving market share growth across key verticals.

Total market solutions 

Jonas joins PPDS as the AV market in Norway continues to flourish, with rising demand for high quality AV solutions in markets such as corporate, education, and entertainment due to a growing need for video conferencing, digital signage, and live event production, including LED.

PPDS has maintained an upward trajectory in the country – and the Nordics region – in recent years, with sales of Philips digital signage, ePaper, interactive displays, and dvLED surpassing expectations, while Philips hotel TVs continue to be firmly established as a brand of choice for the hospitality industry. Sister brand, AOC, was also recently named as Norway’s market leader for home and office monitors.

Jonas will work closely with the full AV channel, including distributors, system integrators, AV/IT teams, designers/architects, among others, to identify new market and project opportunities, ensuring PPDS remains a key choice for tenders, big and small, across all market verticals, including retail, corporate, hospitality, transportation, control rooms, public venues, and broadcast.

Seizing opportunity

Discussing his appointment, Jonas commented: “PPDS has become a major force in Norway, and I am excited to seize this opportunity to join such a flexible and forward thinking company with a great team. I believe that, with my skillset and understanding of the market, backed by the incredible portfolio of Philips Professional Displays and associated software and solutions, together we can achieve great things.”

 Roeland Scholten added: “In a competitive market, we need strong leaders and personalities to move forward and get where we want to be. Jonas has an impeccable background, working at some of the industry’s most established manufacturers and distributors, and has demonstrated from day one that he is the right fit for PPDS, sharing our values and ambitions. I am delighted to welcome Jonas to the team.”

Mumbai, Mar 5: Mr. Ishwar Chand Agarwal, Executive Chairman and Founder of Genus Group of Companies and Genus Power Infrastructure, India’s leading end-to-end energy measurement solutions provider, has been felicitated with the prestigious Hurun Industry Achievement Award 2025-26 for his visionary leadership and pioneering contribution to India’s energy and electronics manufacturing ecosystem.

 Presented at India’s Most Respected Entrepreneurs Awards, the recognition celebrates entrepreneurs who have not only achieved scale but also shaped industries through innovation and long-term value creation. Mr. Agarwal’s felicitation alongside India’s most eminent industrialists acknowledges his five-decade long journey of building indigenous technology capabilities and transforming the country’s power distribution landscape.

From humble beginnings, Mr. Agarwal founded Genus with a clear mission: to place Indian engineering and electronics manufacturing at the forefront of critical infrastructure. Across a distinguished 50-year journey, his leadership has steered Genus from a single-product enterprise into a globally competitive, diversified energy solutions group, anchored in innovation, operational discipline, and sustainable long-term value creation. With deep and diverse experience across industries including coke, coal, sugar, finance, cement, paper, power, electronics, apparel and agro-processing, and with specialized expertise in power infrastructure; he brings a proven record of business turnarounds, value-accretive acquisitions and R&D-led growth.

Mr. Agarwal established Genus Power Infrastructure in Jaipur in 1996, and under his stewardship, Genus Group of Companies has consistently navigated industry cycles and thrived through strategic foresight, technology-led innovation with a deep understanding of utility economics. Indigenous ‘Made in India’ manufacturing coupled with large-scale employment generation, has been central to Mr. Agarwal’s vision and remains deeply embedded in the Group’s philosophy. Today, Genus Group provides over 25,000 direct and indirect employment opportunities, contributing significantly to nation’s economic and social development.

Commenting on the recognition, Mr. Ishwar Chand Agarwal, Founding Chairman, Genus Power Infrastructures Ltd., said,

“This honour is deeply humbling, and belongs to the Genus institution we have built that is deeply rooted in Indian innovation, powered by our people and dedicated towards nation-building. Our journey began with a simple belief that India must build its own world-class electronics and power infrastructure solutions. We pioneered electronic metering long before the industry recognized the shift. Every milestone since then has been powered by the dedication of our people and the trust of our stakeholders. As India’s energy landscape evolves, we remain committed to innovation that drives sustainable progress while enabling large-scale employment across our value chain.”

A long-standing champion of indigenous electronics manufacturing, Mr. Agarwal advocated local design and production decades before ‘Make in India’ became a national movement. His foresight in advancing electronic and smart metering has been pivotal in the evolution of India’s power distribution reforms and digital grid architecture.

Under his leadership, Genus Power has achieved several industry-first milestones. Most recently, the company surpassed the deployment of over one crore smart meters under the Government of India’s National Smart Grid Mission, reinforcing its position as one of the country’s most trusted and scalable smart metering technology provider. Mr. Agarwal’s recognition at Hurun Industry Achievement Award 2025-26 not only celebrates his personal legacy but also reaffirms Genus Power’s role as a champion for indigenous innovation, sustainable technology and transformative impact across India’s energy sector.

Mumbai, Mar 5: BSE Limited reported that it received 113 investor complaints against 94 companies during February 2026. In the same period, the exchange successfully resolved 150 complaints involving 114 companies, including complaints carried forward from previous months.

The resolution of these complaints reflects BSE’s continued efforts to address investor grievances and maintain transparency and accountability within the capital markets.

However, as of February 28, 2026, a few companies still have complaints pending for redressal for more than one month. The top three companies with pending complaints are:

BSE continues to monitor investor complaints closely and encourages listed companies to resolve grievances promptly to ensure effective investor protection and confidence in the market.

New Delhi, Mar 05: Seagram’s Royal Stag Packaged Drinking Water announced the launch of its new brand campaign, Live it Large. Marking a significant evolution in the brand’s journey, this campaign brings alive the fearless and expressive attitude of today’s generation — Generation Large — that strives to re-define the paths to success. Featuring an eclectic mix of icons across genres —, Rohit Sharma, Jasprit Bumrah, Badshah, Sidharth Malhotra, Naga Chaitanya, and Payal Dhare, each exemplifying the fearless attitude and confident spirit of the brand’s Live It Large philosophy.

Set in the ‘Land of Large’—a vibrant celebration of modern India—the campaign film journeys across regions to showcase how every part of India Lives It Large through its own cultural lens: from the Tashan of North India to South’s vibrant blend of tech and celebration, the music of the East, and the rustic vibrance of the West. Each moment embodies the bold belief that out here, large is the only way to live. The film captures the essence of modern India through a fresh, vibrant, and culturally nuanced lens, reinforcing Royal Stag’s position as a brand that continues to inspire the nation to dream big and Live It Large.

Through these diverse regional celebrations, the campaign film brings to life the brand’s ethos —“yahan, bus large chalta hai!”— encapsulating the unstoppable energy and optimism of India’s New Generation – Generation Large, where ambition takes many forms and success is no longer defined by a single path. Royal Stag reinforces its role as a catalyst for inspiration, encouraging millions to embrace who they are, where they come from, and the dreams they choose to chase.

The campaign will be amplified through a high-impact, 360-degree rollout across TV, digital, print and OOH to ensure the campaign reaches and resonates with Generation Large.

Debasree Dasgupta, Chief Marketing Officer, Pernod Ricard India shared

“Royal Stag has always celebrated the spirit of dreaming, achieving, and Living It Large. With our new campaign, we are taking this philosophy a step further— capturing the energy, passion, and cultural vibrancy of today’s Generation and embodies the ethos of this new generation, Generation Large. By bringing together six icons from different fields and regions, we’re showing that Living It Large isn’t about conforming to one definition—it’s about owning your journey. This campaign captures how every corner of India celebrates ambition through its own cultural lens. It will give further impetus to the brand’s transformational journey as it transcends from being a category leader to a cultural icon continues to inspire India to think large, dream large, and Live It Large.”

Indian cricketer Rohit Sharma, exclusively managed by RISE Worldwide said,

“Live It Large isn’t just a tagline — it’s a philosophy. It’s about stepping up when it matters, backing yourself even when the odds aren’t in your favour, and savouring every moment of the journey. This campaign resonates with me because it speaks to everyone who refuses to play small — on the field, or in life.”

Actor Sidharth Malhotra expressed his excitement about the partnership, saying:

“Royal Stag is all about what I believe in, the courage to try new things and the drive to Live It Large. It’s more than a brand, it’s an attitude that celebrates passion, ambition, and pushing yourself to the next level. I’m excited to be part of a journey that inspires people to dream bigger and live bolder.”

Rapper Badshah shared, “Living large is all about owning who you are, unapologetically. Doesn’t matter where you start from—what matters is the confidence and the hustle you carry. Royal Stag stands for that same belief, and that’s why I vibe with it. Together, we’re here to celebrate individuality and push people to chase their journey, their way.”

Indian pacer Jasprit Bumrah, exclusively managed by RISE Worldwide, said,

“To me, living large is about showing up fully every day — with discipline, belief through tough spells, and the joy of giving your all. Royal Stag’s Live It Large campaign reflects that mindset — it’s not just about big moments, but how you approach each one.”

Actor Naga Chaitanya reflected on the collaboration:

“Royal Stag is a brand that stays rooted in culture while constantly moving forward, and that’s what makes it so relevant today. I truly connect with this philosophy, and I’m excited to be part of a brand that reflects these values and connects so meaningfully with today’s youth.”

Gamer Payal Dhare added:

“Royal Stag embodies the fearless spirit that drives every passionate dreamer. For me, my passion has become my profession. I have broken barriers, challenged stereotypes and redefined success on my own terms. For me, living large is about seizing every opportunity, celebrating every milestone big or small. This is just the beginning of something extraordinary.”