Kerala Startup Mission has announced the launch of the Coir Cohort, a pioneering programme aimed at breathing new life into one of the state’s most traditional industries. By inviting startups and entrepreneurs to harness technology and innovation, the initiative seeks to transform coir into a driver of sustainable growth and global competitiveness.  

The Coir Cohort is positioned as a platform for startups developing scalable, market-ready solutions that can elevate coir and eco-friendly materials into the mainstream of modern commerce. With Kerala’s long-standing heritage in coir production, the programme represents a bold attempt to blend tradition with innovation, ensuring that the sector adapts to contemporary demands while retaining its ecological and cultural significance.  

Participants in the cohort will gain access to a comprehensive ecosystem designed to accelerate growth. This includes connections with buyers and distributors, packaging and export readiness support, retail and market access opportunities, and corporate partnerships. The programme also offers pilot projects to test innovations in real-world scenarios, brand positioning guidance to strengthen market identity, and investor interactions to secure funding for expansion.  

The initiative underscores Kerala Startup Mission’s commitment to fostering sustainable entrepreneurship. By focusing on coir, a natural fibre with deep roots in Kerala’s economy, the cohort highlights the potential of eco-friendly materials to address global challenges such as climate change, waste reduction, and sustainable production. The programme’s emphasis on innovation ensures that coir is not merely preserved as a traditional craft but reimagined as a versatile material for modern applications ranging from packaging to lifestyle products.  

Startups joining the cohort will benefit from Kerala’s established industry networks and supportive ecosystem. The programme is designed to help entrepreneurs take their innovations beyond local markets, positioning them for global opportunities. By bridging the gap between traditional industry and modern technology, the Coir Cohort aims to create a new generation of businesses that are both environmentally responsible and commercially viable.  

Industry experts have welcomed the initiative, noting that coir’s natural durability and eco-friendly properties make it an ideal material for sustainable innovation. With growing global demand for alternatives to synthetic fibres and plastics, Kerala’s coir sector is well placed to capture new markets. The cohort’s structured support system ensures that startups can navigate challenges such as scaling production, meeting international standards, and building strong brand identities.  

Kerala Startup Mission’s Coir Cohort is more than an industry revival programme; it is a statement of intent to position Kerala as a leader in sustainable innovation. By combining tradition, technology, and entrepreneurship, the initiative offers a blueprint for how heritage industries can be transformed into engines of future growth. For startups, it represents an opportunity to be part of a movement that takes coir from Kerala’s shores to the world stage.  

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Percept Brand Design Agency has reimagined the identity of Onera Vodka, delivering a refined visual and packaging language that draws deeply from the purity and majesty of glacial landscapes. Tasked with shaping the brand’s identity, the agency has anchored its creative direction in the pristine waters of Storglaciären, a renowned glacier in Sweden known for its untouched natural beauty.

The resulting design positions Onera firmly within the luxury vodka segment, combining aesthetic sophistication with a compelling narrative of origin. By referencing the glacier’s clarity and strength, the brand seeks to evoke the same clean, crisp qualities in its product, aligning sensory experience with visual storytelling.

Central to the design strategy is the vodka’s intrinsic connection to glacier-fed water sourced from Storglaciären, paired with meticulous triple-distillation techniques. This fusion of natural purity and technical precision reflects a broader Scandinavian ethos, where craftsmanship and minimalism coexist seamlessly. Percept’s approach translates these values into a cohesive identity that resonates with discerning consumers seeking authenticity and refinement.

The packaging plays a pivotal role in this transformation. A blue frosted bottle, inspired by icy terrains, immediately conveys a sense of cool elegance and exclusivity. The tactile and visual elements are carefully calibrated to stand out on shelves while maintaining an understated sophistication. Serif typography lends a sense of heritage and timelessness, while the overall minimalist design underscores clarity and precision.

Further reinforcing the brand narrative is the tagline, “The Last Great Ice Age,” which ties the product back to its glacial origins. This messaging not only highlights the uniqueness of the water source but also builds an emotional connection with consumers, suggesting rarity and enduring quality.

In a saturated liquor market where differentiation is increasingly challenging, Percept’s work for Onera Vodka demonstrates the power of thoughtful design in elevating brand perception. By merging natural inspiration with refined execution, the agency has created an identity that is both distinctive and deeply rooted in authenticity, positioning Onera as a sophisticated and credible player in the global premium vodka category.

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Mars Petcare has launched a bold new global campaign for PEDIGREE Dentastix, designed to bring canine oral health into sharper focus and encourage preventative care among pet owners worldwide. Built around the striking line “Good Dogs Have Bad Mouth,” the campaign seeks to make an often-overlooked issue both visible and memorable.

Despite growing enthusiasm among pet parents for premium care—from specialised diets to spa-like treatments—oral hygiene remains neglected, with eight in ten dogs developing dental issues. The campaign addresses this gap by reframing the conversation, emphasising prevention as the simplest and most effective way to safeguard a dog’s overall health and wellbeing.

Developed with Colenso BBDO, the creative approach avoids clinical messaging and alarmist tones. Instead, it introduces a vivid, technicolour felt world that visualises the hidden reality inside a dog’s mouth. The imaginative setting, populated by fuzzy bacterial creatures, transforms an invisible problem into something tangible and difficult to ignore. In audiovisual executions, seemingly well-behaved dogs are humorously “exposed” by their unruly mouths, adding a layer of entertainment to the message.

Meg Jones, Global Strategy Lead at Colenso BBDO, noted that while pet owners are investing more than ever in their animals, dental health has slipped into the background. The campaign is rooted in the belief that greater awareness will prompt action, particularly if owners understand that even their “good dogs” may be harbouring unseen issues.

Kimberley Ragan, Group Creative Director, explained that the team deliberately moved away from sterile, science-heavy communication. By injecting humour and playful censorship cues into the “Bad Mouth” concept, the campaign aims to capture attention and make the subject approachable, even amusing.

Rather than presenting dental care as a burdensome task, the campaign positions Dentastix as a simple, daily habit—an easy addition to a routine that supports long-term health. This balance of functional benefit and emotional engagement reflects a broader shift in brand communication strategy.

Mariana Coronel, European Director for the PEDIGREE brand, highlighted the importance of combining education with entertainment to drive behavioural change. She emphasised the brand’s mission to make effective nutrition and care accessible, noting that oral health plays a crucial role in a dog’s overall wellbeing.

Conceived as a scalable global platform, “Good Dogs Have Bad Mouth” will roll out across out-of-home advertising, social media, digital channels and audiovisual formats, with further extensions planned as the campaign evolves.

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Limca, one of India’s most iconic beverage brands, has stepped into what it calls its “freshest era” with a campaign designed to reframe how audiences experience its signature taazgi. The new drop is less about slogans and more about creating a mood, a vibe that resonates with the energy of a younger generation.  

The campaign, unveiled with the tagline Feel The Taazgi, is fronted by actor Ananya Panday, whose presence underscores Limca’s intent to connect with a youthful, style-conscious audience. By choosing Panday, the brand signals its confidence in her ability to embody authenticity and effortless cool—qualities that align with Limca’s refreshed identity.  

The creative direction emphasises mood over message, a deliberate shift from traditional advertising tropes. Limca’s team describes the campaign as “built like a mood, not a message”, highlighting the brand’s ambition to move beyond functional refreshment and into the realm of cultural resonance. The idea is to make taazgi not just something you taste, but something you feel.  

This repositioning comes at a time when beverage brands are increasingly competing for attention in a crowded marketplace, where consumers seek experiences as much as products. Limca’s strategy taps into this shift, offering a sensorial identity that blends nostalgia with modernity. The campaign’s visual language and tone are designed to be immersive, inviting audiences to step into a world where freshness is a lifestyle.  

Ananya Panday’s involvement adds star power and relatability, ensuring the campaign reaches both urban youth and wider audiences who see her as a symbol of contemporary cool. Her role is not simply to endorse but to embody the vibe Limca wants to project—one that feels spontaneous, stylish, and impossible to fake.  

With Feel The Taazgi, Limca is not just refreshing its brand but reasserting its place in India’s cultural imagination. The campaign marks a bold reinvention, positioning Limca as more than a drink: it is now a mood, a vibe, and a statement of freshness for a new generation.

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Dyson, renowned for its sleek engineering and cult-favourite beauty tools, has taken an unexpected leap into the pet care market. The company has announced a new iteration of its celebrated Airwrap, this time tailored for dogs. Marketed as a way to give pets a salon-style blowout, the product underscores Dyson’s knack for blending cutting-edge technology with lifestyle aspirations.

The Airwrap for dogs is designed to harness the same airflow technology that made the original a global sensation among beauty enthusiasts. Instead of relying on extreme heat, it uses controlled air pressure to style fur gently, reducing the risk of damage while promising a glossy finish. Dyson’s engineers have adapted the tool to suit canine coats, ensuring comfort and safety for pets during grooming sessions.

This launch is more than a quirky product extension. It reflects Dyson’s broader strategy of expanding its brand identity beyond household appliances and personal beauty into lifestyle categories that resonate emotionally with consumers. By tapping into the booming pet care industry, Dyson is positioning itself as a premium choice for owners who view grooming as part of their pets’ wellbeing and status.

The campaign around the Airwrap for dogs leans heavily on humour and novelty, but it also speaks to a serious trend: the rising demand for luxury pet products. With pet ownership increasing globally, and spending on grooming and accessories surging, Dyson’s move is both timely and calculated. It signals the company’s intent to capture a share of this lucrative market while reinforcing its reputation for innovation.

Industry observers note that Dyson’s playful pivot could spark conversations about the boundaries of brand identity. While some may dismiss the Airwrap for dogs as a gimmick, others see it as a clever way to extend the brand’s engineering credibility into new lifestyle domains. Either way, the launch has succeeded in generating buzz, ensuring Dyson remains at the forefront of consumer attention.

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McDonald’s has joined forces with Netflix to launch its most ambitious promotional campaign yet, inspired by the global phenomenon KPop Demon Hunters. From 31 March, restaurants worldwide will transform into battlegrounds for fans of HUNTR/X and the Saja Boys, offering duelling meals, exclusive photocards, and flavours drawn from South Korea.  

The collaboration taps into the film’s Academy Award®-winning success, bringing its rivalry into the everyday dining experience. Fans can choose sides by ordering one of two specially crafted adult meals, each tied to the film’s leading K-pop icons. Collectable photocards unlock first-access content, while the menu nods to South Korean culinary favourites, deepening the cultural connection.  

Alyssa Buetikofer, McDonald’s Chief Marketing and Customer Experience Officer, said: “Big things happen when you bring two massive fandoms together, and this partnership was a natural fit. We found authentic ways to unite our iconic worlds — inviting HUNTR/X and Saja Boys fans into the rivalry in ways that feel true to the film and unmistakably McDonald’s.”  

With music, cinema and fast food colliding, the campaign positions McDonald’s restaurants as immersive arenas where fans can celebrate their idols, savour new flavours, and take part in a global cultural moment.  

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Havas Red has announced the global launch of CRed, its newly imagined creator and influence practice designed to help brands earn lasting cultural credibility in an increasingly creator-powered world. The initiative reflects the agency’s evolution in influencer and creator partnerships, consolidating years of expertise into a globally connected, culturally driven framework.  

CRed arrives at a pivotal moment when influence is no longer dictated by celebrity endorsements alone but shaped by subcultures, niche communities and creator-led storytelling across owned, earned and paid channels. The practice aims to move brands beyond transactional influencer campaigns, instead fostering sustained, trust-driven partnerships that deliver measurable business and reputational impact.  

What distinguishes CRed is its integrated approach, blending cultural fluency, human expertise and AI-enabled workflows into a single ecosystem. While automation and generative technologies are reshaping industries, Havas Red insists that influence remains fundamentally human. CRed combines advanced data intelligence, creator discovery technologies and AI-powered measurement tools with expert human curation, relationship building and strategic storytelling. This ensures that creators are selected not only for reach but for authentic brand alignment and cultural relevance.  

The agency describes this as “agency intelligence” – a model where AI enhances speed, scale and predictive insight, but human creativity and strategic thinking remain central to partnership development and storytelling innovation. By embedding cultural resonance into every stage of the process, CRed sets a new benchmark for creator-led influence.  

CRed integrates seamlessly across Havas Red’s PR, social, content and experiential capabilities, offering brands a smarter, more culturally attuned approach to creator collaboration. Its framework includes adaptive creator strategies grounded in authentic brand–creator alignment, long-term relationship programmes that build advocacy and trust, and creator-shaped creative development to ensure content feels native and credible. It also provides channel-optimised storytelling for emerging platforms, reputation and brand safety counsel with AI-informed guardrails, and measurement approaches that combine cultural intelligence with business performance metrics.  

For brands navigating a fragmented digital landscape, CRed offers a way to engage audiences meaningfully, ensuring that influence is not fleeting but enduring. By balancing the precision of AI with the nuance of human creativity, Havas Red positions CRed as a practice that can help brands earn cultural credibility while safeguarding reputation.  

The launch underscores Havas Red’s commitment to shaping the future of influence, recognising that creators are no longer peripheral but central to how culture is formed and shared. In doing so, CRed provides a blueprint for brands to collaborate with creators in ways that are authentic, strategic and impactful – setting a new standard for influence in the creator economy.  

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Heineken is strengthening its foothold in the non-alcoholic beer market with the launch of Heineken 0.0 Ultimate, a new extension of its popular Heineken 0.0 line. The latest addition, unveiled in the United States, is calorie- and sugar-free while maintaining 0% alcohol by volume (ABV), positioning it as a distinctive option for consumers seeking healthier beverage choices without compromising on taste or social experience.

The company confirmed that Heineken 0.0 Ultimate was piloted “successfully” last year in an undisclosed number of states. Building on that trial, the beer will now be rolled out in select states including Florida, New York and Texas. Beyond the US, Heineken plans to introduce the product in the Netherlands and Poland, underscoring its ambition to expand the reach of its non-alcoholic portfolio across both mature and emerging markets. The suggested retail price has not yet been disclosed, leaving industry observers curious about how Heineken will position the product in terms of affordability and accessibility.

Heineken 0.0 Ultimate represents a significant evolution in the brewer’s non-alcoholic strategy. While Heineken 0.0, launched in 2017, contains 69 calories and 16 grams of carbohydrates (with zero grams of sugar), the new variant eliminates calories and sugar entirely. This move reflects a growing consumer demand for beverages that align with health-conscious lifestyles, particularly among younger demographics and those seeking moderation without sacrificing flavour or social rituals. By offering a zero-calorie alternative, Heineken is tapping into the same motivations that have driven the rise of low-calorie sodas, functional waters and alcohol-free spirits.

The launch also highlights the broader shift within the beer industry toward innovation in non-alcoholic offerings. Global brewers have increasingly invested in alcohol-free lines as part of their response to changing consumption patterns, with wellness, moderation and inclusivity emerging as key themes. For Heineken, the introduction of 0.0 Ultimate is not only about expanding choice but also about reinforcing its leadership in a category that has grown steadily in recent years. According to industry analysts, non-alcoholic beer sales have surged in markets such as Europe and North America, driven by both regulatory encouragement and consumer preference for healthier alternatives.

Florida, New York and Texas were chosen as launch markets in the US, reflecting their diverse consumer bases and strong beer cultures. Florida’s vibrant hospitality sector, New York’s cosmopolitan audience and Texas’s large-scale beer consumption make them strategic entry points for gauging reception and building momentum. The decision to expand to the Netherlands and Poland further signals Heineken’s confidence in the product’s appeal across different cultural contexts, from Western Europe’s established beer traditions to Central Europe’s growing appetite for innovation.

While Heineken has not disclosed the retail price, the positioning of 0.0 Ultimate will be crucial in determining its success. If priced competitively, it could attract mainstream consumers looking for healthier alternatives without premium costs. If placed at a higher price point, it may appeal to niche audiences who value innovation and exclusivity. Either way, the launch is expected to generate discussion within the industry about the future of non-alcoholic beer and the balance between taste, health and affordability.

The introduction of Heineken 0.0 Ultimate also reflects the brewer’s broader sustainability and innovation agenda. By offering a product that eliminates calories and sugar, Heineken is aligning itself with global health trends and reinforcing its image as a forward-looking brand. The move may also encourage competitors to accelerate their own innovations in the non-alcoholic space, potentially reshaping the competitive landscape in the coming years.

Ultimately, Heineken 0.0 Ultimate is more than just a new product—it is a statement about the future of beer. As consumers increasingly seek beverages that fit into healthier, more balanced lifestyles, Heineken is positioning itself at the forefront of this transformation. Whether the zero-calorie, sugar-free formula resonates widely will depend on consumer reception in the months ahead, but the launch marks a bold step in redefining what non-alcoholic beer can be.

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The The Boston Beer Company has struck a multi-year sponsorship agreement that will see its Sun Cruiser vodka iced-tea brand become the “Official Ready-to-Drink Cocktail” of two of golf’s most prestigious tournaments: the US Open and the US Women’s Open.

The partnership begins with the women’s championship in California in early June, followed a week later by the men’s competition. Under the arrangement, Sun Cruiser will be prominently featured through on-site activations and hospitality spaces at both tournaments, integrating the brand into the fan experience at the championships.

Financial details of the agreement were not disclosed.

As part of the collaboration, the brewer will also support the events through promotional activity across Sun Cruiser’s retail footprint and social media platforms, helping extend the visibility of the tournaments beyond the course. The initiative reflects the growing importance of ready-to-drink beverages in live sports environments, where convenience and premium positioning are increasingly shaping concession strategies.

Jon Podany, chief commercial officer at the United States Golf Association, said the brand’s trajectory and positioning made it a natural fit for the championships. “Sun Cruiser’s rapid growth and fresh approach align perfectly with how we continue to evolve the championship experience for today’s fans,” he said. “This partnership enhances our concession and hospitality offerings while bringing a modern, premium beverage option to two of the most iconic stages in golf.”

The brand’s leadership echoed the alignment with golf’s social culture and outdoor appeal. Erica Taylor, senior brand director for Sun Cruiser, said the product had quickly found favour among golfers since its launch. “Since launching Sun Cruiser, we’ve seen drinkers naturally bring it along for a day out on the golf course,” she said. “Teaming up with the USGA’s two flagship championships lets us meet golfers where they already are, whether they’re casual players or diehard fans, because those fun, memorable moments on the course are exactly what Sun Cruiser was made for.”

The sponsorship comes at a time of change within Boston Beer’s marketing leadership. Last month, the company confirmed the departure of its chief marketing officer Lesya Lysyj, who had overseen marketing strategy for seven years. Chief operating officer Phil Hodges is currently overseeing marketing responsibilities on an interim basis while the company evaluates permanent leadership options.

By aligning with two of golf’s flagship tournaments, Boston Beer is positioning Sun Cruiser within a setting closely associated with leisure and outdoor social occasions, as the brand seeks to deepen its connection with consumers across the fast-growing ready-to-drink category.

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Brand and marketing consultancy Everbrand & Co. has developed the brand identity and visual language for Hona, a newly launched sparkling karkade drink that aims to reimagine a familiar traditional flavour for a contemporary audience.

Created from the ground up, the Hona brand was designed to translate the well-known taste of karkade—an infusion made from hibiscus flowers—into a modern beverage concept that feels fresh, vibrant and relevant to today’s consumers. The project involved shaping the product’s overall identity, tone and visual communication to ensure the drink stands out in an increasingly competitive craft and speciality beverage market.

The sparkling drink blends the bold, tangy character of hibiscus with lively carbonation, presenting a refreshing twist on a beverage that has long been enjoyed across parts of the Middle East and North Africa. Positioned as both nostalgic and contemporary, Hona is intended to appeal to consumers seeking familiar flavours presented through a modern lifestyle lens.

According to the agency, the brand development process focused on transforming a culturally recognised drink into a distinctive, market-ready identity capable of resonating with modern consumers. By combining storytelling, strategic positioning and a cohesive visual language, the aim was to highlight the drink’s heritage while giving it a clear and contemporary personality.

Founded a decade ago and operating from Cairo and Dubai, Everbrand & Co. has built a reputation for developing brands through data-driven marketing strategies and creative storytelling. The consultancy’s work spans brand creation, customer experience design and communication strategies that seek to strengthen connections between brands and audiences.

The agency says its approach blends creative thinking with audience insight, enabling companies to translate their vision into brand narratives that are both engaging and commercially effective. Through this process, it aims to help brands establish lasting identities that can grow with evolving consumer expectations.

With Hona, the agency has sought to reinterpret a classic flavour profile in a format suited to contemporary beverage culture. The sparkling karkade drink, with its vibrant hibiscus taste and effervescent character, is intended to be enjoyed chilled as a refreshing, modern take on a traditional favourite.

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