October marks the beginning of the flower festival in Mizoram. Mizoram has an elaborate celebration of flowers throughout the year. One of the best displays of flower festivals can be seen in the Champhai district, where cosmos flowers of different colors (like pink and purple) adorn the hills. This year, the flower festivals have combined with Hnahsin Kut 2026, which will be celebrated from October 6-16. Started on October 6 at Zotlang Mual, Hnahsin Kut is a colorful combination of culture, music, food, fashion, and adventure. This year, the festival aims to promote eco-cultural tourism and boost the local economy. It has something for all ages from boat riding to paragliding to cultural performances to indigenous games and fashion shows to musical performances and stargazing. There is more to Hnahsin Kut than what can be seen on the festival grounds. The 2026 Hnahsin Kut aims to showcase different aspects of Champhai, especially its role in the production of ginger (which is in high demand) and other crops. The 2026 edition also promotes Champhai's other growing agro based industries. Last year, Hnahsin Kut attracted an estimated 1.2 lakh visitors and generated 20 crore for the local economy. Hnahsin Kut is proof that embracing your culture and resources to create an experience can generate an economy. It is not just about the flowers.

Sonapur, Assam: Xiaomi brought together more than 450 channel partners at a special gathering held at Mayfair Spring Valley Resort, Sonapur, showcasing its latest smartphone portfolio, new product propositions and upcoming plans. The gathering served as a platform for Xiaomi to strengthen its engagement with the channel ecosystem. Company officials interacted with partners and shared details of the latest offers, product features, business initiatives and upcoming launches, giving retailers a closer understanding of the brand’s plans for the months ahead. A key highlight was the REDMI Note 17 Pro Series, which combines performance, display technology, camera capabilities and battery endurance. The REDMI Note 17 Pro 5G features a 10,000mAh silicon-carbon battery with 67W fast charging, a 1.5K 120Hz AMOLED display and a 50MP OIS-enabled main camera. It is powered by the Snapdragon 6s Gen 4 Mobile Platform and runs on Xiaomi Hyper OS 3. The device reflects Xiaomi’s focus on evolving consumer needs around long-lasting battery life, immersive entertainment, photography, performance and AI-enabled experiences. With the festive buying period approaching, Xiaomi also presented its seasonal offers and partner initiatives, aimed at creating stronger value propositions for consumers while supporting retailers during the peak sales cycle. The event also offered channel partners a glimpse of upcoming products and initiatives, providing an early look at Xiaomi’s broader portfolio and product roadmap. The participation of over 450 channel partners underlined the importance of the retail ecosystem to Xiaomi’s regional strategy. Beyond product presentations, the gathering provided an opportunity to strengthen partner relationships and align the channel network with the company’s upcoming priorities. With a combination of new products, partner engagement and consumer-focused offerings, Xiaomi is entering the next phase of its regional business with a continued emphasis on technology, value and a strong retail network. #Xiaomi #RedmiNote17Pro #RedmiNote17Pro5G #XiaomiIndia #Sonapur #Guwahati #Assam #NortheastIndia #ChannelPartners #RetailPartners #Technology #Smartphone #FestiveSeason #TechNews #MobileTechnology #DigitalIndia

By Rudrajeet Kumar Laskar | Netive For years, advertising has worked by interrupting entertainment. A film pauses for an ad, a video begins with a commercial, a social feed is broken by a sponsored post. But as audiences become more selective about what they watch, brands are beginning to ask a different question: what if the brand itself created something people actually wanted to watch? That thinking is behind the growing rise of branded mini-series and microdramas. In 2026, brands such as Crocs, Maybelline, Procter & Gamble, Tata Motors and JK Super Cement are experimenting with episodic storytelling, integrating products into characters, situations and narratives rather than simply placing them inside conventional advertisements. Crocs, for instance, created Charmed to Meet You, a five-part romantic microdrama, while Tata Motors and JK Super Cement have backed longer-form episodic stories where their products naturally exist within the narrative. The shift is significant because an advertisement asks for attention, while a story has to earn it. A good series gives people a reason to stay, and more importantly, a reason to return. The cliffhanger at the end of one episode becomes the media strategy for the next. And this idea is not entirely new. Brands have always understood the power of entertainment. What is changing is the scale, speed and format. With short-form video, creator culture and microdramas becoming part of everyday viewing behaviour, branded entertainment is moving closer to becoming entertainment itself. The opportunity becomes particularly interesting in a market like the Northeast, where there is no shortage of stories but plenty of them remain undocumented or under-told. Take Xipa Bisari, presented by ITC Sunrise Pure Masala and hosted by Chef Atul Lahkar. Instead of simply talking about spices or recipes, the series travels into Assam's communities, food traditions and cultural memory. One episode for example, explores the Mising community through its food, folk traditions, festivals and connection with the land. The product remains part of the world, but the larger story is about people and heritage. Wonder Assam follows a similar broader philosophy through travel and food-led storytelling, looking beyond the familiar postcard version of Assam to discover lesser-known recipes, places, landscapes and experiences. It is a useful reminder that branded or platform-led content does not always have to manufacture a story. Sometimes the most powerful stories are already there — in a village kitchen, a forgotten recipe, a community tradition or a landscape that most people have simply never seen. That may be the real opportunity for brands in the Northeast. Instead of adding a token local element to a national campaign, they can create content that genuinely comes from the region and allows audiences elsewhere to discover it. But there is an important distinction: a longer advertisement is not automatically a story. If the audience can see the selling message before they can see the human story, the format changes but the problem remains. The strongest branded entertainment makes the product a natural participant rather than the constant protagonist. Crocs can become part of a romance. A cement brand can exist within the story of building a home. A masala brand can become a doorway into food, memory and culture. The product is still present, but it is no longer asking to be admired every few seconds. This is where the next phase of brand storytelling could become interesting. Brands are no longer competing only for impressions; increasingly, they are competing for attention, curiosity and return visits. One post can generate a view. A story can create anticipation. For the Northeast, the opportunity is even more human. The region does not need to imitate the entertainment formats emerging elsewhere. It has its own characters, kitchens, music, landscapes, crafts, humour, communities and contradictions. What it needs is more storytelling around them. Perhaps the question for brands is no longer simply, “Did you see our ad?” It could be: “Did you see our story?” And if the answer is yes, the next question becomes even more valuable: “What should we tell you next?”

The inaugural edition of the North East Creator Circuit (NECC) 2026 concluded on a high note on September 13 at MAYFAIR Guwahati, marking a landmark celebration of creativity, connection and recognition for Northeast India’s growing creator community. An initiative by Netive, in association with Trident Brandcom, the event brought together over 125 creators from across the Northeast, alongside brands, industry professionals and creative minds. With over 300 registrations representing all seven Northeastern states, NECC transformed into a vibrant platform for ideas, collaboration and the celebration of regional talent. At its heart, NECC was built around a simple yet powerful vision: connecting creators with brands while creating meaningful opportunities for regional talent to grow, gain visibility and build sustainable careers in the digital space. The event brought this vision to life through engaging panel discussions, including Creator Economy 2.0 – Northeast, which explored the evolving digital landscape, the business of content creation and the future of the region’s creator economy. Networking sessions and curated brand experiences further encouraged creators to exchange ideas, build industry connections and explore new avenues for collaboration. Adding to the excitement was a fashion sequence celebrating the Northeast’s diverse cultural identity and contemporary style, bringing together fashion, creativity and regional expression. The evening also witnessed the much-anticipated Creator Icons Awards – The Northeast Edition, recognising outstanding creators across categories spanning fashion, beauty, food, travel, lifestyle, entertainment, music, culture and social impact. The awards celebrated the individuals shaping the region’s digital narrative and making their mark through creativity and influence. The successful execution of Season 1 was made possible with the support of its incredible sponsors and partners, whose belief in the vision helped bring the North East creator community together. Smirnoff Lemon Pop Non-Alcoholic came on board as the Powered By partner, with DIGITEK as the Co-Powered By partner. JIS Group joined as the Education Partner, Magik Cook as the Flavour Partner, Style Baazar as the Fashion Partner and Suchita Toyota as the Mobility Partner. Their invaluable support and collaboration played an integral role in bringing this celebration of creativity, culture and connection to life. More than a gathering, North East Creator Circuit Season 1 demonstrated what becomes possible when creators, brands and industry leaders come together on a shared platform. It was a celebration of the people, ideas and collaborations shaping the region’s digital future, while opening doors to conversations and opportunities that extend far beyond a single day. As the curtains closed on its inaugural edition, NECC left behind more than memorable moments. It marked the beginning of a growing movement dedicated to giving Northeast India’s creative community greater visibility, stronger connections and wider recognition. Season 1 was a beginning, not a conclusion—and the journey of the Northeast’s creator community is only getting started.

You’ve probably seen them on Instagram: beautifully packed PR packages arriving at a creator’s doorstep, filled with a new product, handwritten notes, and carefully designed extras. They look like gifts. However, for brands, they’re anything but. PR packages are a marketing investment designed to turn products into conversations. When a brand sends 100 creators a launch kit, it isn’t simply giving away 100 products. It is creating multiple opportunities for content, product discovery, reviews, and social proof. The business model is fairly simple. A brand allocates a budget for the campaign. A PR or influencer agency may handle creator selection, packaging, campaign strategy, logistics, and reporting. The brand then measures the response through reach, engagement, content generated, website visits, sales, or other campaign goals. But there’s another important layer: content production. A traditional campaign might require a production team, studio, photographers, actors, and media buying. A PR package can turn creators into a distributed content network. One product can appear in dozens of different videos, stories, photographs, and reviews—each adapted to a creator’s own audience. And brands don’t always choose the biggest creators. A skincare brand might send products to beauty creators. A food startup might work with food reviewers. A regional brand might choose smaller creators with strong local communities. That’s because relevance can matter more than reach. The package itself is also part of the strategy. Packaging, personalisation, and unboxing experiences are designed to make the product worth sharing. The box becomes part of the content. Of course, receiving a PR package does not automatically guarantee a post or positive review. Brands have to build genuine creator relationships and choose the right people for the campaign. Ultimately, the box is not the product being marketed. The box is the beginning of the marketing.

Micro-influencers are proving that bigger names don’t always mean bigger results. While celebrities and mega-influencers can put a brand in front of millions, smaller creators are often winning where it matters most: trust, engagement and actual sales. For years, brands chased huge follower numbers. But today, audiences care less about “How famous is this person?” and more about “Can I trust them?” 1. They Feel Like Real People Micro-influencers usually have smaller, closer communities. Their content feels less like an advertisement and more like a recommendation from a friend. For example, a beauty creator with 30,000 followers saying, “I have been using this sunscreen for two weeks, and here’s what I noticed,” can feel far more believable than a celebrity simply holding the same product. 2. Smaller Audience, Better Targeting Big creators reach everyone. Micro-influencers reach the right people. A fitness brand, for instance, may get better results from five fitness creators with 25,000 followers each than one celebrity with 2 million followers. Their audiences are already interested in workouts, nutrition and fitness products. 3. Conversations Drive Action Micro-creators often reply to comments, answer DMs and actually talk to their followers. That conversation builds trust. When someone asks, “Is this worth buying?” and the creator gives a genuine answer, the recommendation becomes much more powerful. 4. More Creators, Less Risk Instead of spending the entire budget on one big name, brands can work with several micro-influencers. This gives them more content, different audiences and more chances to find a winning campaign. The Real Takeaway Influencer marketing isn't a popularity contest. A million followers may create attention. The right 20,000 followers can create action. The future belongs to brands that choose trust, relevance and real conversations over follower count.

The Northeast is no longer just being discovered—it’s being heard, seen, and celebrated through its creators. From Assamese fashion and Mizo music to Khasi food, Manipuri culture, and Nagamese content, Northeast Indian influencers are bringing the region’s languages, traditions, creativity, and everyday experiences to audiences across India and beyond. What makes this movement powerful is self-representation. Creators are telling their own stories through reels, vlogs, podcasts, and visual content. College life, local festivals, cafés, street style, music, food, local folklore, and personal experiences are finding space on the digital stage. And the impact goes beyond visibility. Regional creators are opening doors for local brands, tourism, fashion, food, music, handicrafts, and small businesses. Their strong community connections and culturally relevant content make them valuable partners for brands looking to connect with audiences in meaningful ways. But influence also comes with responsibility. Social media can encourage creators to simplify cultures into trends or package traditions for easy consumption. With eight states, hundreds of communities, and countless languages and traditions, there is no single definition of “Northeast culture.” The most exciting part is seeing creators balance heritage with modernity—wearing traditional textiles with contemporary fashion, remixing folk sounds with modern music, and bringing local flavours into global conversations. Northeast influencers aren't just creating content. They're creating visibility, building communities, and putting Northeast culture on the digital map.

Editorial | Rudrajeet Kumar Laskar A creator from Guwahati has 7,000 followers. Another from Shillong has 12,000. Someone from Imphal has 18,000. None of them would probably be considered a "big influencer" by traditional standards. But ask their followers where to eat, what to buy, which café to visit, which song to listen to or what is happening in the city—and you may get a very different picture. Because influence is not always about numbers. Sometimes, it is about how well people know you and how much they trust what you say. And this is where the Northeast could have a very interesting advantage. The influencer game is changing For a long time, influencer marketing was fairly simple. More followers meant more reach. More reach meant more visibility. And brands naturally wanted the biggest names they could afford. But that thinking is slowly changing. India’s influencer marketing industry is expected to reach around ₹3,375 crore by 2026, growing at roughly 18%–25% a year. The number is impressive. But the more interesting story is what is happening behind it. Brands are beginning to realise that a large audience isn't necessarily an engaged audience. A million followers look impressive on a presentation. But 8,000 people who genuinely listen can sometimes be far more valuable. And this matters even more in the Northeast Anyone who has tried to market across Northeast India knows that the region cannot simply be treated as one large market. Assam is different from Meghalaya. Meghalaya is different from Mizoram. Mizoram is different from Manipur. And the cultural nuances within each state can be just as important. Language matters. Food matters. Music matters. Local humour matters. Festivals matter. Even the way people talk about brands can be different. This is where a local creator has an advantage that money cannot easily manufacture. They understand the reference. They understand the joke. They know what feels natural. And their audience understands them. A national celebrity might make people notice a brand. But a local creator can make the brand feel familiar. Think about the 5,000-follower creator Let's say there is a creator in Guwahati with 5,000 followers. They are not famous across India. But their followers may include college students, young professionals, entrepreneurs, foodies, fashion enthusiasts and people from their own neighbourhood. They may regularly comment on the creator's posts. They may send DMs asking for recommendations. They may meet the creator at local events. That relationship is very different from simply seeing a celebrity in an advertisement. There is a degree of familiarity. And familiarity builds trust. That is why nano and micro creators are becoming increasingly interesting to marketers. Research from AnyMind Group, based on data from more than 15,000 Indian influencers, has also highlighted strong engagement among nano creators. The point isn't that every small creator is automatically better. It is that follower count alone is becoming a poor way of measuring influence. What if brands looked at the Northeast differently? Imagine a campaign across the region. Instead of one celebrity doing everything, a brand could work with 20 carefully selected creators. A food creator from Guwahati. A fashion creator from Shillong. A travel creator from Manipur. A lifestyle creator from Mizoram. A campus creator from Agartala. A music creator from Nagaland. And several smaller creators from different communities. Individually, their numbers may not look extraordinary. Together, they could create something much more interesting. The brand message travels from community to community rather than being broadcast from one giant account. That is a very different kind of reach. From influencers to people Perhaps this is where influencer marketing is heading. Away from simply asking: "How many followers does this person have?" And towards asking: "How much influence does this person actually have over their community?" Because there is a difference between having an audience and having a relationship with an audience. The second one is much harder to build. And much harder to fake. For brands looking at the Northeast, this could become one of the biggest opportunities of the next few years. The region already has the raw ingredients: Culture. Stories. Communities. Creators. And increasingly, digital audiences. What it needs is for brands to look beyond the obvious names. The Northeast creator economy isn't small. It is simply spread across many communities. And that may actually be its strength. I believe the next big Northeast story may not come from the creator with the biggest follower count. It may come from the creator who knows their 5,000 followers by heart. Because ultimately, influence isn't just about how many people see you. It is about how many people believe you. And in the Northeast, that difference could be worth paying attention to. Netive Studio — Stories, Culture & Ideas from Northeast India

Trident Brandcom has added another milestone to its journey, taking home the Gold Award for Best Regional Influencer Campaign (Consumer Electronics & Technology) at the Adgully CMO Charcha Kolkata MAA Awards 2026. The recognition came for its campaign, Xiaomi Mobile – Christmas Through the Lens of Northeast India, which celebrated the region through authentic creator-led storytelling. The award-winning campaign stood out for putting the Northeast at the heart of the narrative. Rather than following a one-size-fits-all influencer strategy, Trident Brandcom worked with regional creators whose stories, audiences, and cultural understanding brought the campaign to life. The result was content that felt genuine, relatable, and deeply connected to local communities. At the centre of the campaign was a simple yet effective idea—showcasing the festive spirit of Christmas in Northeast India through the lens of Xiaomi smartphones. By blending stunning visuals with authentic experiences, the campaign highlighted the brand's camera capabilities while celebrating the region's unique identity and traditions. The campaign also reflected a carefully planned influencer strategy. Every creator was selected based on their relevance, credibility, and ability to connect with audiences in the region. This thoughtful approach helped Xiaomi strengthen consumer trust while delivering meaningful engagement across digital platforms. Beyond creative storytelling, the campaign delivered measurable results. Its strong performance, data-driven execution, and ability to stand out in an increasingly crowded digital landscape impressed the jury, earning Trident Brandcom the top honour in one of the event's most competitive categories. Trident Brandcom has once again proven the power of regional storytelling, winning the Gold Award for Best Regional Influencer Campaign (Consumer Electronics & Technology) at the Adgully CMO Charcha Kolkata MAA Awards 2026. More than just another industry recognition, the win reflects the growing impact of culturally rooted, creator-first campaigns and reinforces the agency's commitment to telling local stories that leave a lasting impression.

Fashion met coffee, music, and creativity as Trends Drip Fest 2026 transformed Trends, Christian Basti, Guwahati, into a vibrant lifestyle destination on 24th July. The event brought together fashion enthusiasts, creators, influencers, media personalities, and shoppers for an immersive experience that celebrated style beyond the runway. The evening began with an energetic welcome, setting the stage for a celebration where fashion was experienced rather than simply showcased. Guests witnessed captivating runway presentations featuring the latest Indo-Western and New Age Casual collections from Trends, highlighting contemporary styles designed for today's fashion-conscious generation. A major highlight of the event was the engaging fashion talk featuring celebrated actress Nishita Goswami, digital creator and actor Vivek Bora, and renowned fashion choreographer Abhijit Sinha. The panel explored evolving fashion trends, personal style, and self-expression while emphasizing how experiential marketing is redefining the relationship between brands and consumers. The discussion highlighted the growing role of influencers and content creators in creating authentic brand experiences, proving that meaningful engagement today is driven not just by products, but by memorable interactions and shared stories. Adding to the experience was a specially curated café menu featuring freshly brewed coffee, creating the perfect setting for conversations, networking, and memorable moments. As the evening unfolded, music and entertainment brought the celebration to life, culminating in a lively DJ session that had guests dancing and celebrating together. The event witnessed an enthusiastic response from invited guests, lifestyle influencers, creators, and fashion enthusiasts. Social media quickly amplified the experience as attendees shared reels, stories, and posts that extended the celebration far beyond the venue. The resulting online buzz reinforced Trends Drip Fest 2026 as a successful celebration of fashion, coffee, music, and community. What made Trends Drip Fest 2026 stand out wasn't just the fashion or the entertainment—it was the strategy behind the experience. In an era where consumers value experiences over conventional promotions, the event demonstrated how experiential marketing can create lasting brand recall. By combining fashion, coffee, live conversations, music, and creator-led storytelling, Trends transformed visitors into participants and attendees into brand advocates. The conversations may have ended when the lights went down, but the stories continued across social media—proving that the most impactful marketing today is the kind people genuinely want to experience and share. With vibrant participation and impressive digital visibility, Trends Drip Fest 2026 concluded as a resounding success. More than just a fashion event, it celebrated community, creativity, and meaningful experiences, reinforcing Trends' vision of bringing people together through style, culture, and innovation.

Every year, as the monsoon arrives, Tripura comes alive with one of its most cherished celebrations—Kharchi Puja. With a legacy spanning over 150 years, this iconic festival is deeply rooted in faith, culture, and community. Dedicated to the worship of the Chaturdasha Devata, the fourteen guardian deities of the former Tripura Kingdom, Kharchi Puja welcomes lakhs of devotees and visitors who gather to seek blessings, celebrate tradition, and experience the vibrant spirit of the state. But every great celebration is also about creating new memories. This year, ITC Bingo! became a part of that journey by bringing an exciting, interactive experience to the heart of the Kharchi Puja mela. Designed to add a playful twist to the festivities, the Bingo! stall invited visitors to participate in a range of engaging games. The concept was simple—purchase a Bingo! pack and unlock the chance to play one exciting game. Whether it was trying their luck at Spin the Wheel, testing their aim with Ring the Bingo, taking on the Zig Zag challenge, or solving the Jigsaw Puzzle, every game offered a perfect blend of fun, excitement, and rewarding moments. The vibrant setup, energetic atmosphere, and engaging activities quickly turned the stall into one of the mela's standout attractions. Families, friends, and festival-goers gathered around to participate, while creators and influencers captured and shared the experience, adding to the excitement and making the activation a natural talking point across the festival grounds. What made the experience truly special was the response from the crowd. Children eagerly joined the games, adults embraced the playful competition, and visitors walked away with more than just prizes. They left with photographs, shared laughter, and memories that became a part of their Kharchi Puja experience. For seven memorable days, the ITC Bingo! stall wasn't simply a brand activation—it became a celebration within a celebration. By blending entertainment with one of Tripura's most significant cultural festivals, ITC Bingo! created meaningful interactions that connected with people of all ages while celebrating the joy, togetherness, and vibrant spirit that define Kharchi Puja. Because the best celebrations aren't just remembered—they're experienced.

The Confederation of Indian Industry (CII) hosted the North East MSME Conclave 2026 in Guwahati on July 22, bringing together policymakers, financial regulators, industry experts and business leaders to deliberate on measures that can accelerate the growth of Micro, Small and Medium Enterprises (MSMEs) across the Northeast. Held under the theme "Unlocking the Region's Entrepreneurial Potential," the conclave underscored the need for greater formalisation, digital integration and collaborative financial frameworks to build a resilient industrial ecosystem. Welcoming the participants, Mukesh Nankani, Vice-Chairman of the CII Assam State Council and Chief Airport Officer of Guwahati International Airport Ltd., highlighted the Northeast's strategic role as India's gateway for MSME expansion and its immense entrepreneurial potential. Delivering the inaugural address, Satinder Kumar Bhalla, ITS, Secretary, North Eastern Council (NEC), outlined initiatives aligned with the vision of Viksit North East 2047. He highlighted the launch of a free digital compliance portal, developed in collaboration with the Ministry of Development of North Eastern Region (DoNER) and SIDBI, aimed at simplifying regulatory compliance and assisting micro enterprises with timely reminders. Speaking on financial inclusion, Sushmita Phukan, Regional Director, Reserve Bank of India (RBI), emphasised the importance of expanding formal credit access for MSMEs. She outlined RBI's ongoing initiatives, including enhancement of the collateral-free loan limit to ₹20 lakh, promotion of cash flow-based credit appraisal and strengthening of the Trade Receivables Discounting System (TReDS). Atul Rathi, Chief General Manager, State Bank of India (SBI), highlighted the bank's technology-driven approach to improving credit access, while G. Ramesh Kumar, Chief General Manager, NABARD, announced a ₹10,000 crore rural infrastructure disbursement target for the current financial year. The conclave witnessed participation from over 100 stakeholders, with technical sessions focusing on access to capital, regulatory alignment and sustainable growth for MSMEs in the Northeast.