Diwali is one of the biggest shopping seasons in India and provides a great opportunity for brands to engage with customers through gifting, family traditions and new beginnings. The festival of lights has a huge appeal and provides a great opportunity for brands to drive sales and create meaningful connections. A Great Time to Spend Everyone wants to buy new things for themselves and loved ones during Diwali. Whether it be clothes, jewellery, electronics, sweets, home accessories or cosmetics. People often start to shop weeks in advance and there are plenty of opportunities for brands to engage with customers during Dhanteras, Diwali and Bhai Dooj. Retailers benefit greatly from launching new festive ranges and promoting gift items. Emotional Campaigns During Diwali brands heavily focuses on running emotional campaigns. The most successful Diwali campaigns provides a story around family coming together, eating together, giving thoughtful gifts and feeling like you’re home. Brands can use these relatable situations to create a connection with their audience. If a brand’s campaign ties in with what the festival means to people, it can create high levels of brand recall. Driving Festive Sales Most brands create exclusive products, gift sets, unique ranges and limited time offers to drive sales. Big brands will often use festive packaging, influencer collaborations and digital campaigns to increase visibility. Launching early provides inspiration for gifting meanwhile late promotions can entice last minute buyers. Conclusion Festive marketing can become very generic. Just adding diyas, lights and traditional music won’t cut it. Which is why brands use unique storytelling, relevant concepts and ensures a cohesive experience across social media, in-store and online. Those who win Diwali aren’t necessarily the most shouty, they know what people value and how they can meaningfully get involved.

Durga Puja is a holiday for which all brands yearn to put their marketing efforts into. It is one of the best times to engage with consumers since the festive season is the period when shopping, partying, and cultural events merge together. It is the time when brands get noticed since fashion and jewelry, food and electronics, cosmetics and furniture – all are in demand. But why exactly should brands invest in a puja campaign? A Great Opportunity To Sell More The puja season usually means more sales for retailers since there is a spike in demand for new things. People buy clothes, gifts, restaurant meals, home furnishings, and cosmetics. So, a puja campaign is a great opportunity to make sales by offering seasonal collections and hitting the bottom of prices. Moreover, there are thousands of new customers who shop in the days or weeks leading up to the holiday. Thus, brands have a chance to draw in new clients and boost sales during the holiday season. It Has Attention During the holiday season, people flock to the city’s various pandals and shops and restaurants, sharing photos and videos of their puja experiences on social media. The campaign can take advantage of the increased number of individuals inquiring about the brands. A puja campaign might use a variety of media to draw clients in, such as displays, pandal sponsorships, influencer outreach, festive reels, and in-store buying. Connects You With Customers’ Emotions When it comes to pujas, the emphasis is on the experience. A puja campaign connects you to clients via the emotions that the festival evokes in them, such as the thrill of youth, familial relationships, and the ability to share in the merriment of an entire town. When customers have the sense that a brand understands the value of Durga Puja to them, they will be more receptive to the message. This way, the brands position themselves as memorable parts of their customers’ lives rather than just marketers. Let’s You Show How Much You Know Your Audience Besides the universal appeal, the holiday season provides brands with an insight into how much the audience members of theirs are familiar with their targeted market. It is a chance to bring in vernacular, regional traditions, and cultural cues relevant to a particular area into the mix and make the puja campaign appealing to the locals rather than a generic one.

From skincare to pandal-ready makeup – businesses across the ‘beauty’ spectrum are capitalising on Durga Puja. As Durga Puja nears, the usual lists of sarees, jewellery and footwear are expanded to include skincare, makeup, perfumes, salon visits and hair treatments. For beauty brands, the festival is an economic goldmine that revolves around one key thought — everyone wants to look good at the celebrations. Selling the Feeling, Not Just the Products It’s a time for social events, family get-togethers, new clothes and Instagram posts — so customers are easily persuaded to spend more on themselves. Beauty brands know this — and they play on the occasion to connect their products to the customer’s feeling of confidence and festivity. Beyond just selling a cream or a concealer, they encourage customers to associate the product with a puja-ready ‘glow’. Cosmetics companies launch festive collections; salons design special packages; skincare brands promote ritualistic pre-puja routines. Essentially, any campaign that uses ‘glow’ as a hook will appeal to the customer’s desire for a puja-ready confidence. A mix of influencer collabs (be it ‘Pujo GRWM’ videos or regional content), festive offers, product sampling and Bengali-centric content helps the brand reach out to a wider audience. Localised content often makes the customer feel more connected to the brand — especially for eastern India, which has a unique cultural affinity for the festival. In fact, campaigns such as Pond’s #DuggaDugga highlight not only the products but also the women who make the idols that are so important to Durga Puja. For businesses, it’s an opportunity to not only gain sales but also long-term customers. Someone who browses a skincare brand’s puja sale might come back to buy the same serum months later. But there’s one thing brands are walking a tightrope over — the fine line between making customers feel confident and making them feel like they need to look a certain way. While the glow of puja is beautiful, companies that promise unrealistic results might leave disappointed buyers. Some of the most successful campaigns utilise this feeling of transformation to sell not just a product, but an experience. For brands that manage the tightrope act well, Durga Puja is a chance to make sales and build loyalty. After all, the festival has always been about transformation — and beauty brands have found a clever way to jump into the mix.

Durga Puja is not only a religious festival for Bengalis but also a celebration of their culture, identity and style. As the first beats of the dhak sound, Bengalis across West Bengal, Assam and Tripura start shopping for new sarees, kurtas, jewelry, footwear and accessories. For Bengalis, Puja has become a significant event in the fashion and retail industry. Five days of Durga Puja are celebrated with great enthusiasm and fervor. Bengalis wear different styles of clothes on each day of Puja. From traditional sarees and kurtas to Indo-western outfits, accessories and hairstyles, fashion plays a big role in the festival. Bengalis also follow certain customs like wearing red and white sarees on Dashami along with sindoor. In cities such as Kolkata, Guwahati and Agartala, the festival also provides an opportunity for people to flaunt their style, mingle with friends and update their wardrobes. Traditional ethnic wear such as handloom sarees, gold jewelry and ethnic costumes continue to be popular during the festival. At the same time, Bengalis are also experimenting with crop blouses, sneakers, fusion wear and other contemporary accessories. In Assam, Bengalis are celebrating the festival in great style by showcasing the state's diverse cultural heritage along with their traditional attire. Similarly, in Tripura, Bengalis are also participating in the festival with their traditional cultural practices and fashion. The festive season witnesses fashions which have a deep-rooted cultural significance. It creates a unique platform for the fashion industry to display its latest collections, festive offers and influencer tie-ups. Local designer boutiques, jewelry stores, salons, footwear retails and cosmetic brands benefit greatly from the Puja season. For local designers and small-scale businesses, the festival provides a platform to network and engage with new customers. Durga Puja plays an important role in the cultural as well as the fashion lives of the people in West Bengal, Assam and Tripura. From shopping sprees in Kolkata, to fashions in Guwahati and Agartala, Bengalis are participating in the festival with utmost enthusiasm.

The Durga Puja initiative blends traditional craftsmanship with motorcycle engineering, alongside a women’s motorcycle ride, contests and lucky draws. Guwahati, October 16, 2026: Bringing together devotion, creativity and the spirit of motorcycling, Royal Enfield, in association with Superhits 93.5 RED FM, has unveiled DASHAROOPI at Guwahati Sarbajanin Durga Puja, Latasil. Running from October 16 to 20, the initiative offers a distinctive take on the festive experience through an artistic interpretation of Maa Durga. The centrepiece of DASHAROOPI is a unique Durga installation featuring the goddess’s traditional weapons crafted from Royal Enfield motorcycle spare parts and scrap materials. From the trishul to other symbolic weapons, discarded mechanical components have been transformed into striking artistic elements, bringing an unconventional dimension to the traditional Durga Puja installation. The concept draws a compelling parallel between the divine strength of Maa Durga and the rugged spirit of Royal Enfield. By repurposing motorcycle components into symbolic weapons, the installation showcases the possibilities of creative craftsmanship while giving discarded materials a new identity. The initiative places women riders at the heart of the celebration, connecting the strength symbolised by Maa Durga with the spirit of women empowerment. Visitors to the Puja mandap can also participate in special contests and lucky draws for exciting gifts and prizes, adding interactive experiences to the five-day celebration. Through DASHAROOPI, Royal Enfield and RED FM bring together cultural tradition, artistic innovation and riding culture in a distinctive festive initiative. The installation offers devotees and motorcycle enthusiasts an opportunity to experience Durga Puja through a creative lens, where the symbolism of the goddess meets the engineering legacy of a motorcycle brand. DASHAROOPI is open to visitors at Guwahati Sarbajanin Durga Puja, Latasil, from October 16 to 20, 2026.

Before Maa Durga lights up a pandal, she begins as clay, straw, and countless hours of an artisan’s devotion. In the narrow lanes of Kumartuli, Kolkata, the arrival of Durga Puja begins months before the first dhak beats echo through the streets. Here, generations of idol-makers transform humble materials into the Goddess millions eagerly await every year. But behind every magnificent idol lies a journey of craftsmanship, patience, and tradition. From Straw to the Goddess The process begins with a bamboo framework, carefully shaped and covered with straw to create the idol’s structure. Layers of clay are then applied, gradually forming Maa Durga’s face, hands, and divine posture, along with her children, lion, and Mahishasura. The work demands more than technical skill. Every expression, ornament, and detail contributes to the personality of the Goddess. Once the clay dries, the artisans paint the figures and add crowns, jewellery, traditional attire, and weapons, bringing the entire composition to life. One of the most significant moments is Chokkhu Daan, the ritual painting of the Goddess’s eyes. Traditionally associated with Mahalaya, this step holds deep cultural and spiritual meaning for devotees, marking an emotional turning point in the idol’s creation. The Road to the Pandal Once completed, the idols are carefully transported from workshops to pandals across Kolkata and beyond. There, they become the centrepieces of elaborate celebrations, surrounded by artistic installations, lights, flowers, and thousands of devotees. Yet, the journey also represents a livelihood for artisan families who depend on seasonal orders and tight deadlines. Their work sustains an entire ecosystem of painters, decorators, material suppliers, and transport workers. More Than Clay and Craft When the Goddess is immersed on Dashami, the clay returns to nature. But the artistry remains in collective memory. Every Durga idol is more than a festival centrepiece. It is a meeting point of heritage, craftsmanship, faith, and community—a reminder that before millions welcome Maa Durga, someone spends months preparing to bring her to life.

For brands, retailers, and small businesses, Durga Puja is more than a festival. It is a high-stakes sales season where culture, consumer behaviour, and commerce come together As the festival approaches, people update their wardrobes, plan their food, add new names to their gift list, shop for new clothes and jewelry, get their beauty treatments done and more. For businesses, it is a salesperson's dream come true. It is one of the most crucial times for eastern Indian businesses because millions of consumers are willing to spend. What makes this festival special is that the consumers are not just buying products. They are buying experiences, appearances, traditions and even a sense of belonging. From clothes to jewelry to food to pandal hopping, there are multiple avenues where people spend more during this time of the year. For brands, this means a concentrated buying window wherein they can get better response for their products and services. Fashion houses put out special collections, food businesses create specific dishes, e-commerce sites put together special sales and businesses vie for ad space and budget to leverage the festive season. Businesses that understand the local culture can connect better to the consumer during this time. However, the impact of the festival is not just seen on big brands. There are small enterprises that see this as the most critical time of the year to make a sale. Local shops, tailors, beauticians, sweetmeat shops, vendors, photographers, pandal owners, and idol makers are all waiting for this month to arrive. From Kumartuli's idol-makers to mainstream markets, this festival brings in a slew of goods that keep the economy running. For many small enterprises, this is the most essential month. It's the month when they'll be able to keep their shops open. It's a month they plan their budgets around. Deep discounts and offers are tempting, but there's more to it than meets the eye. It's an important time for generating sales for organizations, but it's not always simple to turn that into revenue. Durga Puja is a reminder that culture can be a powerful economic engine. As people across eastern India go all out to celebrate Durga Puja, businesses prepare themselves for their biggest sales window of the year.

By Rudrajeet Kumar Laskar | Netive Editorial From talent hunts and live performances to product experiences and student-led content, college campuses across Northeast India are becoming important spaces for brands looking to connect with young consumers beyond conventional advertising. Guwahati, October 12: Walk into a college campus during a talent hunt today, and you are likely to find much more than students singing, dancing or cheering for their friends. There could be a motorcycle on display, a smartphone brand encouraging students to create content, a food brand offering product trials or a fashion retailer inviting young people to take the stage. For brands, these are no longer just promotional opportunities. They are becoming a way to enter the everyday lives of young consumers. Across Northeast India, campus activations are gaining momentum as brands look for more direct and meaningful ways to engage with Gen Z. Rather than relying entirely on advertising or digital campaigns, marketers are increasingly turning to experiences that students can participate in, enjoy and share. A series of recent college initiatives across Assam, Meghalaya and Tripura offers an interesting picture of how this approach is taking shape. From Brand Visibility to Brand Participation One of the more prominent examples has been RED FM's College Ke Tashanbaaz, a multi-city college talent initiative that travelled through Guwahati, Shillong and Agartala. Covering approximately 30 colleges, the property brought together students through singing, dancing, stand-up comedy and other performances. While talent discovery remained at the centre of the activity, it also offered brands an opportunity to interact directly with young audiences. Aashirvaad Soya Chunks, ITC Classmate, Royal Enfield, Hyundai and Samsung were among the major sponsors, with different forms of brand integration, student engagement and product experiences woven into the campus activities. The interesting part is how naturally different product categories can fit into such an environment. For a food brand, it could be about encouraging trials and introducing products to a younger audience. For a stationery brand, the college connection is already established. For motorcycles and smartphones, the campus offers access to young consumers who are beginning to make independent choices and develop their own brand preferences. NOW STAR Takes the Engagement Beyond Guwahati While Guwahati remains a natural hub for large youth-focused events, the enthusiasm for campus engagement is equally visible in other parts of Assam. TRENDS NOW STAR, a campus talent discovery initiative brought to life through a collaboration between TRENDS and RED FM, with digital amplification by NETIVE, is one such example. Focused largely on Upper Assam's towns of Dibrugarh, Tinsukia, Jorhat, Doomdooma, Digboi etc, the initiative reached approximately 14 colleges, offering students a platform to showcase their talent in fashion, singing, dancing and other performance categories. More than 1,000 students participated in the college audition rounds, with encouraging turnout and enthusiasm across the participating institutions. The initiative eventually moved towards a grand finale, bringing together the talent discovered during the campus journey. For TRENDS, the association made sense beyond conventional brand visibility. Fashion is closely connected with how young people express themselves. A platform that encourages students to walk the ramp, perform, experiment with their style and build confidence creates a natural connection with a fashion retailer. Instead of asking young consumers to simply look at a collection, the brand becomes part of an experience built around their own personalities and aspirations. The response also highlighted something that marketers sometimes overlook: the appetite for organised, high-energy youth engagement is not limited to metropolitan centres. When Talent Becomes the Connecting Point Another example is Radio Gupshup's Local Rockstar, which reached ten colleges in Guwahati before culminating in a grand finale. The format is familiar, but its appeal remains strong. Music has always been a big part of college life, and platforms that give students an opportunity to perform in front of their peers naturally attract interest. Here again TRENDS is the lead sponsor with Triumph as a two wheeler partner For the participating students, it is a chance to be recognised. For their friends, it becomes something to watch, cheer for and talk about. For the organisers and associated brands, it creates an engaged audience without making the entire experience feel like a promotional exercise. And the engagement does not necessarily end when the event is over. Performances, photographs, reels and student-generated content can continue circulating through social media, extending the visibility of the initiative beyond the campus. Around 50+ Campus Activations, and a Bigger Story Behind the Numbers Between RED FM's College Ke Tashanbaaz, Radio Gupshup's Local Rockstar and TRENDS NOW STAR, approximately 50+ college activations were conducted across the region. And that is only part of the picture. Individual brand-led initiatives, including OPPO's campus ambassador activities and other college-focused engagements, add to the growing presence of brands in educational institutions. The overall number of campus engagements could therefore be considerably higher. But the more important story is not necessarily how many colleges were covered. It is about why brands are investing in these spaces. For a generation that discovers products through Instagram, creators, peer recommendations and everyday digital conversations, traditional advertising is only one part of the journey. It is an interesting combination of experiential marketing, community engagement and organic digital amplification. Why the Northeast Makes an Interesting Case Northeast India has always had a strong connection with music, fashion, performance and youth-driven culture. From the independent music scene in Shillong to the growing fashion and creator communities in Assam, young people across the region are actively shaping their own cultural spaces. For brands, this presents an opportunity, but it also calls for a better understanding of local audiences. A campaign that works in Guwahati may need a different approach in Jorhat, Shillong or Agartala. Student interests, cultural references and the nature of participation can vary from one market to another. This is where campus-led properties developed with regional media platforms, event companies and creative agencies can make a difference. They bring together local understanding, access to student communities and the ability to build experiences that feel relevant to the audience. For national brands looking to strengthen their presence in the Northeast, such collaborations offer a way to move beyond generic regional campaigns and engage consumers at a more personal level. The Real Test Begins After the Event It is easy to measure a campus activation through the number of colleges visited, participants registered or students gathered around a stage. But those numbers tell only part of the story. The real question is whether students remember the brand once the excitement has settled. Did they try the product? Did they enjoy the interaction? Did the experience change how they viewed the brand? Would they consider buying it or recommending it to a friend? These are harder questions to answer, but they are important if campus marketing is to become more than a series of one-day events. There is also an opportunity for brands to think beyond individual activations. A talent hunt could evolve into a recurring college property. Student participants could become campus ambassadors. Young creators discovered during an event could be involved in future campaigns. The Campus Is No Longer Just a Venue What we are seeing across Northeast India is a gradual change in how brands approach young consumers. College campuses are no longer viewed simply as places to put up branding, distribute samples or conduct promotional contests. They are increasingly becoming spaces where brands can participate in youth culture. Initiatives such as College Ke Tashanbaaz, Local Rockstar and TRENDS NOW STAR may have different formats and objectives, but they point towards the same opportunity. Young people want experiences. They want to express themselves, discover opportunities, spend time with their friends and be part of something exciting. Brands that understand this have an opportunity to become part of those moments without always making the product the centre of attention. For Northeast India, the growing interest in campus engagement could also mean more platforms for emerging talent, more collaboration between brands and regional creative businesses, and more opportunities for young people outside the larger cities. And perhaps that is where the future of campus marketing lies.

Northeast India has looks, it has a cultural identity, it has a certain amount of fashion-savvy youth. Now can it leverage this into a business? From oversized jackets, baggy jeans, chunky boots, layered jewellery and put-together outfits — the Northeast has always had a certain affinity for Western fashion. But what makes the people here so interesting is that they manage to interpret trends in their own ways. From across the region, Western silhouettes are mixed with indigenous textiles, accessories and patterns. A Mizo puan can be the star accessory of a modern outfit while Naga textiles can add traditional colours and patterns to contemporary clothing. The region's style is an exercise in cultural confidence and experimentation. This can actually be a big plus in terms of commerce. India has its fashion and apparel centres already. Mumbai and Delhi are prime fashion, retail and luxury markets while Tiruppur is a major apparel manufacturing hub and Surat is known for its textile and wholesale market. What the Northeast has to offer is a different kind of appeal. Its designers have the potential to create a certain look by working with local textiles and interpreting street style as a viable resource that can produce accessible yet high-end ethnic clothing. But having an interesting fashion culture is not exactly a guarantee when it comes to creating a fashion business hub. One also needs to think about manufacturing processes, workforce availability, quality, supply chain, affordable logistics, digital retail and reach. The focus would also need to be on creating a label and getting manufacturing support, partnerships and exposure. The groundwork however is present. The Ministry of Textiles has identified the Northeast as a handloom hub while recent government talks have focused on the need to improve market access, logistics, raw material supply chain and marketing initiatives. The Northeast does not need to borrow another city's fashion identity. It needs to build its own using its strengths and potentially create a powerful industry at a regional level.

By Rudrajeet Kumar Laskar | Netive With six designer showcases, recognition for inspiring women and a vibrant K-Pop competition, the event brought together the region's diverse creative voices on one platform. Northeast India's fashion landscape is undergoing a quiet but significant transformation. Rooted in a rich tradition of textiles, craftsmanship and cultural identities, a new generation of designers is increasingly exploring contemporary aesthetics while finding fresh ways to interpret its heritage. This evolving creative expression found a platform at TRENDS × MMNE Fashion Week 2026, held at Radisson Blu, Guwahati, on October 10. Curated by TRENDS and fashion entrepreneur Abhijeet Singha, the event brought together designers, models, accomplished women and young performers, offering a glimpse into the region's expanding creative landscape and the cultural influences shaping it. At the heart of the evening were six designer showcases, each offering a different interpretation of fashion and personal expression. Assam's Santasree Mallik Bhuyan presented her label Ajaka, while Arunachal Pradesh's Tonu Riba showcased Moda Elegante. From the Bodoland Territorial Council (BTC), Ankita Brahma brought her label Arimu to the runway. The lineup also featured Sikkim's Akash Pradhan with Culture Couture, Delhi-based Gaurav Gupta with Label Garry, and Manipur's Bliss Kahmei with Pwan-Piu. Together, the collections reflected the diversity of design perspectives emerging from different parts of the Northeast and beyond, underscoring how regional fashion is increasingly finding expression through individual creativity rather than a single defining aesthetic. Beyond the runway, the evening also acknowledged women whose achievements have made an impact in their respective fields. The Iconic Woman of the Year honours recognised Anu Mandal, Nilakshi R Sarma, Dr. Reema Das, Sushma Gurung, Suman KC Chettri and Kavita Keisham. Their recognition brought a wider social dimension to the event, placing individual achievement and inspiration alongside the celebration of fashion. Another highlight was the K-Pop Battle, which brought the energy of contemporary youth culture to the stage. Four finalist teams — The Muse, The Nemesis, The One Take and K-Louud — competed through dance performances, with The One Take emerging as the winner and taking home a cash prize of ₹50,000. The competition reflected a cultural influence that has become particularly visible across Northeast India. Korean music, fashion and entertainment have developed a strong following among younger audiences, shaping trends in dance, styling and popular culture. Its presence at the fashion week illustrated how the region's creative identity is being shaped not only by its traditions but also by its engagement with global influences. The evening concluded with the TRENDS Finale Showcase, featuring a collection that moved across ethnic wear, fusion fashion and denim. The presentation brought contemporary retail fashion into the runway experience, highlighting the growing interplay between everyday style, changing consumer preferences and broader fashion trends. For a region with such distinctive cultural and textile traditions, the relationship between fashion and identity has always been significant. What is changing is the way emerging designers are approaching that relationship. Traditional influences are increasingly being reinterpreted through contemporary silhouettes and individual design languages, allowing regional fashion to engage with wider audiences without losing its cultural context. The presence of designers from different states also highlighted the importance of platforms that encourage creative exchange. Northeast India has long possessed a wealth of artistic traditions, but opportunities to present regional design talent within larger fashion conversations remain important to the industry's growth. Equally notable was the event's inclusion of women achievers and young performers alongside the designer showcases. It reflected a broader understanding of fashion as part of a cultural landscape where music, performance, individual expression and changing lifestyles intersect. As India's fashion industry gradually expands its attention beyond established metropolitan centres, the Northeast is emerging as a region with distinctive stories and perspectives to contribute. Events such as TRENDS × MMNE Fashion Week create opportunities for these voices to be seen, while encouraging conversations around regional representation, creativity and the future of fashion. TRENDS × MMNE Fashion Week 2026 was ultimately as much about the people and cultural influences behind fashion as it was about the clothes on the runway. In bringing together established labels, regional designers, accomplished women and emerging performers, the evening offered a snapshot of a creative community increasingly confident in expressing its identity on its own terms.

Guwahati, October 5, 2026: OPPO showcased its F35 Series at MAYFAIR Guwahati, bringing Assamese actress Barsha Rani Bishaya, content creators, campus ambassadors and influencers together for an event highlighting smartphone photography, group selfies and digital content creation. Barsha Rani Bishaya attended the event as the Chief Guest, bringing together the worlds of entertainment, technology and youth culture. Content creators and campus ambassadors explored the device, highlighting its relevance to photography, reel-making and digital storytelling. The gathering also provided a platform for the creator community to connect with the brand and exchange ideas on how smartphones are shaping contemporary content creation and social media engagement. A key highlight of the OPPO F35 Series is its 50MP Ultra-Wide Natural Selfie Camera with a 100° field of view, designed to capture more people and surroundings in a single frame. This feature is particularly relevant for group selfies, making it easier for creators and users to capture shared moments at festivals, social gatherings and travel experiences. The series also offers features designed for everyday performance and entertainment. Depending on the model, these include an AMOLED display with a refresh rate of up to 120Hz or 144Hz, an 8,000mAh battery, 80W SUPERVOOC fast charging and advanced water and dust resistance. AI-powered imaging tools and connectivity features further support users in capturing, creating and sharing content on digital platforms. The event also highlighted the campaign message, “Let the World See Assam Northeast Festival with OPPO F35 Series Group Selfie Expert.” Celebrating the vibrant culture and collective spirit of Assam and Northeast India, the campaign focused on the power of group selfies to capture shared experiences and showcase the region to a wider audience. By bringing together a prominent Assamese entertainment personality and the region’s growing creator community, the event reflected the intersection of smartphone technology, popular culture and digital expression among young audiences in Guwahati.

It started with passion for Meghalaya’s traditional textiles but soon evolved into a mission to save an entire craft. The brand behind this vision, which has been able to successfully preserve an ancient art form by making its products accessible to modern-day consumers, is Iaishah Rymbai, the founder of EriWeave — a Meghalaya-based label that takes its name from the region's distinct kind of silk. But before we dive into how she did that let's take you on a journey through some lesser-known facts about her brand. Iaishah faced a tough challenge when sourcing an Eri silk scarf this year (2018). She couldn't find anyone to help with spinning Eri yarn. She realized there's a lot more going on than she thought about the art of spinning Eri silk. The young entrepreneur started searching for those who carry forward the tradition and found herself among several women artisans and Raid Lapngar Handloom Weaver Coopertive society in Ri-Bhoi, Meghalaya. This journey turned out to be quite fascinating. What makes Eri Silk stand out? Well, we all know about the ‘Ahimsa’ version (it’s produced without killing the silkworm) but did you know there’s a story woven around this unique fabric? Also known as Ahimsa silk, soft and breathable yet extremely durable, Eri Silk holds immense environmental benefits too! At Iaishah, our team at EriWeave believes in bringing forth such heritage practices through modern-day designs while simultaneously providing livelihoods for these incredible artisans. I believe this is where Iaishah's story becomes most beautiful — instead of keeping your beloved state's rich weaving tradition behind glass, we’re actually providing them with somewhere new to grow!