Archive: August 23, 2022

Business

A Kaleidoscope of fashion, film & design events mark OPEN DAYS at LISAA School of Design

Aug 23, 2022 by Rekha Nair 0 Comments

Bangalore, August 2022: LISAA School of Design managed by CREO Valley School of Film and Television , Bangalore, hosted a two day event “OPEN DAYS”, showcasing the work of students from various departments. The event was a kaleidoscope of fashion, film & design .

A fashion show with a unique theme “My Life” was held on the first day for which the design inspiration came from transformation garments to depict how “Self Image” is so different from what we portray to others. The students showcased a range of vibrant outfits, with a total of 80 garments. There was an interactive display of fabric and textile, showcasing various embroideries and fabrics of India.

There was a panel discussion on how Augmented Reality and Virtual Reality have brought about a revolution of sorts in the realm of fashion and design. Expert panelists shared ideas on the same.

The major highlight was application of Augmented Reality (AR) & Virtual Reality (VR) Animation, Metaverse and Virtual Production. The use of AR/VR in fashion allows reduced wastage while putting together a garment. With the technology boom, designing for someone can be done sitting anywhere around the world. With various softwares such as Unity, Clo3D it has become easy to mimic the garments, exact qualities, fall and texture .

This year’s theme “Science & Art” depicted some of the Art installations, Kinetic Sculptures, Fashion collection inspired by hockey “One man army” to depict the fighter spirit of being a champion. A few other were unique typopraphy project which was inspired by Yakshagana, the folk art of Karnataka was included and Navrasa based installasions.

Commenting on this event Avi Keswani, Co-Founder &; Director, LISAA School of Design Bangalore said “We are happy and excited to set the stage open again for our students. We have the OPEN DAYS event every year but for the past 3 years we could not do anything special. Now with this event our graduating batch got an opportunity to showcase their innovative work which was thoroughly appreciated and enjoyed.”

A photography exhibition on Saturday showcased some excellent portraits and landscapes being captured by the students. Gracing the event, renowned film actress, Ms Sonu Gowda, said “I’m so thrilled to be a part of this event.

It is heart warming to see the passion with which these students have created .”

There were also over 20 short films screened during the event which were directed by the institute students

Business

IIT Mandi Inks an MoU with Vehant Technologies to promote Industry Academia Collaboration

Aug 23, 2022 by Rekha Nair 0 Comments

New Delhi, August 23, 2022: Vehant Technologies, a pioneer in Artificial Intelligence /Machine Learning- based Physical Security, Surveillance and Covid solutionshas signed a Memorandum of Understanding (MoU) with Indian Institute of Technology, Mandi(IIT-Mandi) in order to promote Industry Academia Collaboration. Vehant’s researchers shall collaborate with the researchers of IIT Mandi with mutual interest on developing enhanced applications of Artificial Intelligence and Machine Learning technologies in security screening solutions offered by the company. Vehant Technologies is among key players in providing security screening solutions using AI and ML

Vehant Technologies will sponsor up to five students enrolled in M. Tech program in the year 2022-23. Besides, the company will further sponsor research projects, faculty consultancies and Ph.D. students at the Institute in order to benefit from the mindshare of faculty and students. The collaboration has begun sponsorship with M. Tech students. The selection and admission of sponsored students and the project work began on 20th August 2022.

Commenting on the partnership, Mr. Anoop. G. Prabhu, Co-founder & CTO, Vehant Technologies, said, “The admitted students shall be addressed as Vehant fellows and each fellowship will imply a commitment of funds which may be used for research and academic purposes over a period of 2 years. Our goal is to build a strong research ecosystem within the company for development of future products and solutions by engaging with researchers at IIT Mandi working in domains of mutual interest.The main intent is to perform research on applications of AI/ML techniques in physical security, surveillance and traffic monitoring.”

Speaking on IIT Mandi’s collaboration with Vehant Technologies, Dr. Venkata Krishnan, Dean Sponsored Research and Industrial Consultancy & International Relations (SRIC & IR), IIT Mandi, said, “IIT Mandi is looking forward to a productive collaboration with Vehant Technologies to boost the industry-academia association. We believe this program will mutually benefit both the stakeholders in terms of acquiring technology competence and academic excellence in the field of Artificial Intelligence and Machine Learning. This initiative will help us in addressing the unique industry problem statements while ensuring real-time technical exposure to our students.”

Vehant will support all the efforts including publications, conferences, technical journals and IP generations coming out of the partnership. Faculty at IIT Mandi may benefit by this collaboration with more joint research/consulting opportunities with doors opening up from industry. Vehant would be able to attract young fresh talent to work on its projects while simultaneously supporting quality education.

Business

Supertails launches it’s brand campaign for their SWAG SALE 2022 with Karishma Tanna and Shrishti Dixit

Aug 23, 2022 by Rekha Nair 0 Comments

Supertails.com, a digital pet-care platform that supports the ever-increasing pet parent community, has collaborated with celebrity influencers, Karishma Tanna and Shrishti Dixit to kick off their standalone yearly sale- THE SWAG SALE 2022. In an interesting turn of narrative, the campaigns challenge popular culture and its common exclamations that throw a negative light on the life/behavior of animals.

Karishma with her adorable Shitzu, Koko and Shrishti with her sassy tuxedo cat, Patch made for strong collaborations with their individual pets stealing the show and how. The underlying theme emphasises how the construct of a ‘sale’ is the norm for commercial cycles for humans- and thereby another sale, apart from affecting wallets, wouldn’t really affect the consumer’s consideration span. But Supertails doesn’t work for humans, they build the lives of animals. And therefore, their sale is bound to be different, and so big and fabulous that humans will, after all, want to live an animal’s life.

The ad films, ideated by their in-house team and produced by Eipi Media, lead up to the two stars finding themselves in difficult situations and lamenting on how their lives have become equivalent to an animal’s life of drudgery. But the realization dawns soon- their pets live their best lives and are going to get even more Swag on with the upcoming Supertail’s sale. The film ends with them longing to live their pet’s life.

Speaking on the campaign, Vineet Khanna, Co-founder of Supertails says, “This sale event is geared to be our annual event- an event that is more than just a commercial ticket but really a time where we come together to truly celebrate our real Swag Masters- our pets in all their glory. They make our lives more fun, more spectacular, more endearing- it just makes sense to bring together an event where every pet parent can access the best of things for their pets.”

Talking about the campaign Rohit Reddy, Eipi Media said, “Bringing together campaign shoots is a tedious task but a pet care brand means animals on sets- shooting with these furry stressbusters was a riot that had everyone smiling. The campaign’s essence is also an interesting take in the market. Plus as a pet parent, it resonates to work with a brand that is laser focussed in making pet parenting enjoyable.”

With the pets wearing the sunglasses and looking dapper, it becomes a strong mnemonic that Supertails is taking forward to stitch the campaign visually across social media, website and their ad films. One thing’s for sure- this campaign is bound to get some awwws and ooohs from pet parents and lovers alike.

Business World

Genpact Alliances with Climate Vault to Rapidly Accelerate Towards a Carbon-Neutral Future

Aug 23, 2022 by Rekha Nair 0 Comments

New Delhi, August 23, 2022 — Genpact (NYSE: G), a global professional services firm focused on delivering digital transformation, and Climate Vault, an award-winning non-profit founded at the University of Chicago today announced they are combining Genpact’s technology and digital transformation expertise with Climate Vault’s quantifiable, integrated approach to carbon reduction and removal. This partnership will address an urgent need for climate action and empower more organizations to accelerate their journeys to carbon neutrality.

Despite unprecedented demand among business leaders, consumers, and investors for carbon-neutral products and services, the market lacks a matching supply of credible, effective solutions to achieve those objectives. Climate Vault is the world’s first, verifiable, and integrated solution that enables organizations to not only reduce carbon effectively, but also remove carbon from the atmosphere – all in a fast, easy, and credible way. Founded by business leaders and Milton Friedman distinguished service professor of economics at the University of Chicago and former White House economic advisor, Michael Greenstone, Climate Vault’s market-based solution is uniquely designed for climate-conscious organizations.

In this innovative collaboration, Climate Vault will embed Genpact’s digital technologies and process expertise to boost its carbon reduction and removal solution. Through the Genpact-Climate Vault partnership, companies will gain wider access to carbon reduction from regulated carbon compliance markets with accurate, dynamic, real-time pricing, enabling greater access at scale to industry-leading and independently verified carbon removal programs. By leveraging Climate Vault’s carbon reduction solution, organizations will automatically gain access to the limited supply of carbon removal technologies, providing an immediate and transformative impact.

“Climate change is an existential global crisis, and at its core, it is a data and transformation challenge. Leveraging digital technologies and data to build a frictionless platform for carbon reduction and removal is key to advancing the sustainability agenda at scale,” said Sanjay Srivastava, chief digital strategist, Genpact. “Our partnership reflects Genpact’s commitment to social impact and climate action. With our experience and expertise in digital transformation, we bring the talent and technology Climate Vault needs to offer more organizations a smoother path toward carbon neutrality.”

Climate Vault is a high-growth 501(c) (3) start-up. It is a breakthrough solution that has driven significant impact since its inception in 2021 and is poised for scaling. In just over a year, the company has reduced 0.75 million metric tons of carbon emissions, the equivalent of preventing 72,000 cars from driving around the planet.

“Organizations face mounting pressure from customers, employees, investors, and regulators to take credible climate action,” said Michael Greenstone, co-founder of Climate Vault, Milton Friedman distinguished service professor of economics at the University of Chicago, and former White House senior economic advisor. “This is the perfect moment to partner with Genpact with its world-class digital transformation capabilities. Together we will dramatically expand the reach, speed, and impact of our unique carbon reduction and removal solution, helping to slow and even reverse climate change.”

Genpact continues to further its purpose, the relentless pursuit of a world that works better for people, by leveraging its expertise towards addressing societal issues. From helping tackle food insecurity to partnering with Formula E team Envision Racing to win races and remain carbon neutral, the company provides the digital and process expertise needed to address the world’s most pressing issues.

Business

KreditBee partners with Cashfree Payments to offer Online checkout finance

Aug 23, 2022 by Rekha Nair 0 Comments

Bengaluru, August 23, 2022: KreditBee, one of India’s leading fintech platforms, today announced its partnership with Cashfree Payments, India’s leading payments and API banking solutions company, to offer the customers an option to convert their online purchases into EMIs at the time of checkout itself for non-credit card holders. KreditBee’s 6 million+ customers can avail the online checkout finance facility from Cashfree Payments’ 1.5 lakh+ merchant partners, including leading brands like Nykaa, EaseMyTrip, Livspace, Gonoise, Wakefit, among others.

Cashfree Payments’ merchants can offer this cardless EMI option to all eligible customers with the KreditBee app. The new customers can also avail this facility post registering on KreditBee’s mobile app. The checkout finance loans range from INR 2,400 to INR 2 lakhs with a tenure of 3-18 months.

Through this partnership, KreditBee will leverage Cashfree Payments’ Payment Gateway to offer cardless and convenient EMI options. The association will enhance KreditBee’s reach to the underserved segments significantly.

Speaking on the partnership, Mr. Madhusudan Ekambaram, Co-founder & CEO, KreditBee said, “We are delighted to partner with Cashfree Payments to offer a distinctive financing option in the form of online checkout finance. This partnership allows us to extend this effective credit tool to the otherwise unserved and underserved segments. The increased push for digitalization in the past few months has indeed accelerated the shift to digital commerce and payments, in some cases replacing the retail and merchant experience altogether. The idea behind this collaboration is to devise an integrated process for the online checkout finance for customers to convert their online purchases, especially where ticket value is high, into easy EMIs hassle-free.” 

“We look forward to cherishing our partnership with Cashfree Payments to jointly extend various effective credit solutions to a larger consumer base. This will support our bid of creating an AUM of Rs. 8,000 crores by March 2024,” Madhusudan added. 

Reeju Datta, Co-Founder, Cashfree Payments said, “We are happy to partner with KreditBee to facilitate easy availability of finance options at the time of checkout for customers. At Cashfree Payments, we aim to give the best of payments infrastructure to businesses and a seamless payment experience for their customers. We are confident that this partnership will help merchants boost conversion rates and drive more revenue for their business.” 

KreditBee currently offers multiple types of personal loans and a digital gold investment product. The company further plans to diversify its product offering by venturing into digitally-enabled secured loans, home loans, and credit lines, which involves expanding its lending portfolio by introducing financial services like insurance, credit score report, merchant-side offers, among others.

With over 50% market share among payment processors, Cashfree Payments today leads the way in bulk disbursals in India with its product Payouts. Recently, India’s largest lender, SBI invested in Cashfree Payments underscoring the company’s role in building a robust payments ecosystem. Cashfree Payments works closely with all leading banks to build the core payments and banking infrastructure that powers the company’s products and is also integrated with major platforms such as Shopify, Wix, Paypal, Amazon Pay, Paytm, and Google Pay. Apart from India, Cashfree Payments products are used in eight other countries, including the USA, Canada, and UAE

Business World

How ONDC Can Transform Lifestyle Retail in India

Aug 23, 2022 by Rekha Nair 0 Comments

Authored by – Ridhima Kansal, Director, Rosemoore

India is building an Open Network Digital Commerce Interface that can herald a new beginning for the Indian retail industry, which is valued at around USD 1 trillion. ONDC can carefully dismantle the hegemony enjoyed by some of the biggest e-commerce players in the country and create a level playing field for smaller and other mid-sized merchants and traders and seamlessly integrate them into the digital grid.

For the uninitiated, ONDC is a platform-agnostic e-commerce system, wherein all kinds of vendors, sellers, and merchants (big & small) can display their offerings. With ONDC, India envisions a truly decentralized, coherent, and integrated system for e-commerce, which can be used by everyone.

ONDC is somewhat similar to the Unified Payment Interface (UPI), which has enabled everyone with a bank account to utilize mobile payments irrespective of whether they use a particular app or not. Similarly, with ONDC, everyone can use the app, as long as they are part of the system. Vendors would not be required to simultaneously join numerous different platforms. Similarly, even if they do not have their own e-commerce setup, they can sell online.

To explain it further, let us suppose someone is searching for scented candles on Amazon. While doing this, they can also view similar products from other platforms such as Flipkart, Nykaa, Shoppers stop, etc. (provided these platforms are registered with ONDC).

Bringing In a New Era for E-commerce 

ONDC will usher Indian e-commerce into a new era by multiplying the overall discoverability of merchants and vendors.

The Indian e-commerce industry is valued at around ~ 40 billion. The industry is still in its nascent stage. However, Indian digital consumerism is growing at a scorching pace, and as per government estimates, the market will reach USD 200 billion by 2027. India’s highly attractive demographic dividend with an average age of 29 makes the country one of the most suitable e-commerce markets in the world. \

As China already has a lot of indigenously developed e-commerce giants, India presently is a natural favourite for most of the global tech giants including Amazon, Walmart, Google, Meta, etc. Most of the major international PE players such as GIC, ADIA, CCPIB, Sequoia, and Warburg Pincus, are betting big on the Indian market.

Amidst such a positive turn of events, the recent move to develop an exhaustive and democratic system such as ONDC can give a further positive thrust to India’s e-commerce ambition. It can reshape the entire industry.

As per the government estimates, ONDC will be deployed in 100 Indian cities by October . It will directly positively impact 30 million sellers and 10 million vendors. It will also help the buyers by giving them a more democratized digital platform and find better bargains and options.

A Positive Impetus for the Lifestyle Retail Segment 

ONDC’s reach will be far and wide. It would not just be limited to general retail, grocery, etc. It can also entail visible shifts in lifestyle retail in India. India’s lifestyle retail is sized at around ~ USD 120 billion. This includes footwear & apparel, small appliances, fashion & personal care, home décor and ambience products, etc.

Digital commerce comprises around 6-7% of the overall lifestyle retail segment. Nevertheless, like other categories, it is growing incessantly and will reach USD ~ 40 billion in the next 3-5 years.

ONDC can give a positive push to the overall lifestyle segment. Like other segments, even the lifestyle segment is run by value-driven and price-conscious customers, which roughly comprise half of the overall market. The term ‘affordable luxury’ is quite popular in India, where buyers seek top-quality products but at a reasonable price.

The ONDC will unlock new opportunities for mid-sized vendors of lifestyle products and help them reach a larger audience. Likewise, it will spur faster digitization for vendors that are mostly relying on the offline model.

Another benefit might be getting away with the listing fees. Currently, getting listed with big horizontal players requires a huge amount of listing fees. Once ONDC becomes operational, it will save retailers from such large fees and the same amount can be channelized towards marketing, operations, and other activities. Likewise, it can also be passed to the customer, thereby accelerating the demand.

Business World

MG gears up for Taal Season 2; launches National Talent Hunt for Indie Music Artists

Aug 23, 2022 by Rekha Nair 0 Comments

Mumbai, August 23, 2022: MG Motor India today announced the launch of Season 2 of MG Taal entitled ‘Naya Safar, Nayi Taal’, a unique National Talent Hunt for Indie music artists. A bold step for budding and innovative artists, Season 2 of Taal will focus on showcasing promising talent through a far-reaching platform. A talent search pulsing across the nation, this event will help shine the spotlight of fame on unique and deserving Indie artists no matter where they are!

In collaboration with Songdew, MG Taal Season 2 aims to help emerging Indie artists with its platform’s wide reach and expertise in music. This will help amplify the artists’ music across platforms and media—be it radio, TV, or digital channels. Career guidance will also be offered to the shortlisted talent. MG will also encourage and support winners by not only providing them with a platform to perform at MGverse customer events but also by assisting them in creating NFTs. MG Taal Season 2 will be a 1-year program where the top two winning artists will get extensive Exposure, deserving Eminence, fruitful Engagement, and vital Experience—the four fundamental pillars of MG Taal.

Participating in this Naya Safar, Nayi Taal frenzy is simple. If you are an artist with loads of talent, just head to www.songdew.com/mgtaal and post your content there.

Gaurav Gupta, Chief Commercial Officer – MG Motor India, said, “We are excited to connect with the Indie Music community through Taal Season 2. At MG, we are passionate about music. We see it as a common bond between our extended community and our brand. We are confident that in this brand-new season, our talent search will lend both a supportive hand as well as an encouraging boost to promising artists. We hope they continue making memorable music and provide unending joy and delight to audiences everywhere.”

Sunil Khanna, founder of Songdew mentioned that “At Songdew, we have built a family of 55K Indian artists and bands who leverage our services to promote, distribute, and monetize their music. We believe that the future of music in India is bright, and we have been collaborating with various stakeholders to accelerate this trend. In the last 18 months or so, there has been significant popularity and traction for indie music, which is growing at an unprecedented rate. Hence, MG Taal Season 2 could not have come at a better time. We are excited to be working with MG on this initiative and look forward to playing a significant role in bringing the music of the selected artists to music fans.” 

Using music to deliver exciting experiences to its customers, MG Motor has developed an entire architecture around music, including the Sonic Identity of the brand, the brand-aligned music at its showrooms, and its brand anthem.

In Season 1, MG worked with 2 phenomenal acts – A World/ Fusion ensemble with breathtaking compositions from Surat – The Tapi Project, and a multi-genre act from Pune with magical lyricism – Fiddlecraft. The resulting music videos garnered over one million views and over 500 user-generated videos. The brand looks forward to a more exciting time in MG Taal’s Second Edition.

Business

Somany Ceramics unveils its Arcade store in Amroha, UP

Aug 23, 2022 by Rekha Nair 0 Comments

Amroha, August 2022: Somany Ceramics Limited an internationally acclaimed organization, specializing in ceramics and allied products segments, is a proven leader when it comes to design and innovation. Being a leader in the industry and having its retail chain stores present all over India, the company has come up with yet another advanced format store concept, SOMANY Arcade: India’s 1st Arcade store in Amroha –Uttar Pradesh –(Hindustan tiles ) that will focus & showcase exclusive range of Ceramic tiles, Polished Vitrified tiles and Durastone (Outdoor Vitrified tiles).

The SOMANY Arcade store is spread over 3800 Sq. Ft. providing the current and potential customers of the brand a satisfying experience by displaying the extensive portfolio of products ranging from tiles across various tile categories that includes Ceramic exclusive & wide portfolio (like Glosstra plus in 300X600mm & 300X450mm, Marvela in 600X600mm & 600X1200mm, patented VC shield tiles in 605X605mm and slip shield tiles in 300X300mm), Polished vitrified tiles in Full body & Ultra charge, Outdoor heave duty Durastone tiles in 600X600mm & 300X300mm and sophisticatedly displayed wide range of bath ware and sanitary ware products.

The new exclusive store was inaugurated by Mr. Amit Sahai, Dy. CEO speaking on the launch, Mr. Amit Sahai at Somany Ceramics Ltd, said that, “We are feeling very happy with the launch of India’s biggest Somany Arcade in Amroha . This new state of the art showroom will focus on Ceramic, Polished vitrified and Outdoor vitrified tiles & will anchor the sales around this portfolio. Speaking about the city Mr. Sahai said, Amroha is a very imp city in U.P. and the people here have a varied demand for all our product categories and they always wanted a SOMANY store in their city. Thus keeping in mind their high purchasing power and bonafide demand for the product, we got motivated to launch the biggest store over there.”

News

Dr.Arvinder Singh, Arth Group made his name into The World Book of Records for Academic Excellence

Aug 23, 2022 by Rekha Nair 0 Comments

Indore, August 2022: Dr.Arvinder Singh of the Arth Group of Udaipur, Rajasthan entered his name into the World Book of Records. Dr.Arvinder Singh is the first such post graduate medical doctor, who has mastered various fields along with medical science such as Management, Law Specialist, Cosmetology, Cosmetic Dermatology, Digital Marketing etc. He has a total of 123 degrees, diplomas and certificates, out of which 77 are academic and 46 are non-academic. Dr. Singh had earned the distinction of being the first Indian doctor to top IIM in 2009. While doing IIM, he got the biggest package of 90 lakhs from Scotland in 2008, but he rejected the package and decided to work in India. Apart from education, Dr. Singh has many other notable achievements like Gold Medal in Shooting, Scuba Diving Record, and Business Leader Award.

Dr. Singh is currently the Director and CEO of Arth Group of Companies in the field of Cosmetic Dermatology, Skin, Fitness and Pathology. He has obtained various diplomas and certificates from Oxford, UK, American Association of Aesthetic Medicine, Canadian Board of Aesthetic Medicine, International Academy of Sweden and Germany in cosmetic dermatology, aesthetic medicine, aesthetics and clinical cosmetology, medical laser etc. Notably, Dr. Singh is the Rajasthan’s first and only International Board Certified Cosmetic Dermatologist and Aesthetic Physician. Moreover, the Chief Minister and Health Minister of Rajasthan recently honored him for his remarkable work in the field of Cosmetic Dermatology.

Dr. Singh believes that quality is very important in the field of healthcare, so under the leadership of Dr. Singh, Arth Skin and Fitness Center became India’s first QAI quality certified center as well as Arth Diagnostic is also the first diagnostic center in South Rajasthan to have both NABL and NABH Quality Accreditation Certificates.

Dr Singh has also recently established the Institute of Aesthetic Medicine, Cosmetology and LASER (IAMCL), accredited by London and registered with USA. Dr. Singh expressed the hope that more and more students would take vocational courses from this center and this institute would provide training and certification in the medical field. Under this institute, training for Diploma, Fellowships in Medical Cosmetology, Aesthetics and Medical LASER will be provided.

Business World

Casio India launches its new brand campaign #LiveYourDream for the Casiotone range of keyboards

Aug 23, 2022 by Rekha Nair 0 Comments

National, August 2022– Casio India, a leading consumer electronics company & a pioneer in the electronic musical instruments category has launched its new brand campaign called #LiveYourDream for its Casiotone range of beginner music keyboards. The cornerstone of the campaign is a digital brand film featuring Mr. Darsheel Safary of Taare Zameen Par fame playing the role of an underdog who is able to rise in the eyes of his peers with the help of music-playing skills he has developed by learning the Casiotone. The campaign is supported by well-known artists from the music industry such as music composer Sean Rolden, singer-instrumentalist Swasti Mehul, keyboard player Anshuman Singh & singer-instrumentalist Priyanshi Srivastava communicating their own tryst with social recognition achieved through playing a musical instrument.

Casio’s mission is to increase the number of musical instrument players in India by targeting Generation Z and younger Millennials. The Casiotone keyboard with its beginner friendly interface and compatibility with Casio’s own self learning app Casio Music Space is the company’s go-to-brand to accomplish this mission. Conceptualized by Tribes Communication Pvt Ltd and produced by Rising Star Productions, the film takes the opportunity to highlight these strengths of Casiotone which enables the protagonist to realize his desire of playing an instrument and garner admiration from his fellow college students. The film is live across all social media pages of the company including YouTube, Instagram & Facebook.

Commenting on the campaign, Mr. Hideki Imai, MD, Casio India said, “We want to transform young India from a music loving to a music playing people. And we believe that Casiotone will help us take a giant leap towards this goal. Casiotone has an uncluttered interface which makes it less overwhelming for beginners; its portability & compatibility with the Casio Music Space app means that you can start & continue the learning process anywhere – at home or in your hostel room. Also, keeping the target market in mind, the instrument has deliberately been made sleek & colorful to augment the appeal & attractiveness that a musical instrument player enjoys. Knowing to play a musical instrument is the epitome of cool and we hope that this campaign instigates Generation Z to pick up one.”