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Can Virat Kohli crack India’s celebrity-brand jinx?
Virat Kohli relaunched his lifestyle brand One8 with Agilitas Sports. This venture aims to overcome past challenges faced by celebrity-backed brands. Agilitas brings operational expertise and manufacturing capabilities to the brand. The company is focusing on rapid product development and efficient distribution. Success will depend on consumer repeat purchases within the first year.
Coloured gemstones prices rise 20% as demand surges; gold, silver prices decline
Coloured gemstone jewellery is seeing a surge in popularity, with prices rising 20% year-on-year as affluent consumers favour these vibrant pieces over traditional gold and diamond items. This trend, driven by global influences and celebrity endorsements, has boosted demand by 30%, prompting jewellers to expand their inventories for the upcoming festive and wedding seasons.
Sebi weighs allowing celebrity endorsements for market entities
SEBI is proposing a significant overhaul of advertising rules for financial entities, aiming for a unified framework. The changes would allow celebrity endorsements at the brand level, while most advertisements will shift to a post-issuance reporting system, enhancing efficiency and relevance. This move acknowledges the widespread use of celebrity endorsements for brand building, but safeguards against undue investor influence on specific products.
Mint Explainer: Why Reliance Retail is backing loss-making celebrity brands
Despite near-term financial pressures, celebrity-led brands may offer some strategic advantage for a player like Reliance Retail. Execution, however, will continue to be a challenge