Through the #AskHerAgain campaign, SoCheers brings alive BHIM’S Mother’s Day message celebrating meaningful interactions with mothers.

MUMBAI, India, May 14, 2026 /PRNewswire/ — This Mother’s Day, BHIM App is encouraging people to look beyond predictable gifts and templated gratitude. Built around a deeply familiar cultural truth, where mothers almost always respond with ‘Nothing’ when asked what they want, the brand’s latest campaign, #AskHerAgain, urges people to pause, ask one more time, and pay closer attention to the needs mothers quietly set aside every day.

Conceptualised and executed by SoCheers, the campaign shifts the conversation away from symbolic celebration and towards attentiveness. At its core is a simple but emotionally resonant observation, for many mothers, ‘nothing’ is often less about not wanting anything, and more about being conditioned to ask for very little.

The campaign unfolded through creator-led storytelling, influencer conversations, and collaborations across fashion, food, travel, tech, and lifestyle categories. Across Instagram and LinkedIn, creators interpreted ‘Ask Her Again’ through everyday moments that reflected the emotional dynamics shared across Indian households, from mothers hesitating to express personal wants to families rediscovering the importance of simply listening a little more carefully.

Campaign collab post:

https://www.instagram.com/reel/DYHlLXZhzhG/?igsh=dGF6YzYwOHlqemUy

Brand collab post:

https://www.instagram.com/p/DYHY74pFLmf/?igsh=Mm9zN3kyY2R6YzNv

While the cultural conversation remained at the forefront, BHIM App positioned itself quietly as an enabler, helping people turn intent into action, whether through meaningful gestures, thoughtful gifting, shared experiences, or everyday acts of care.

Speaking about the campaign, Lalitha Nataraj, MD & CEO, NBSL, said, “Mothers spend a lifetime putting everyone else first. We wanted to create something that didn’t just celebrate that, but gently questioned it too. #AskHerAgain is rooted in a moment most people instantly recognise. The moment you ask again, listen more carefully, and make space for her to want something for herself. Our role was simply to help make those moments easier to act upon.”

Siddharth Devnani, Co-Founder and COO, SoCheers, added, “Every year, Mother’s Day conversations tend to revisit the same emotional cues and executional patterns. This time, we wanted to begin with a behaviour so common that people rarely pause to think about it. Almost everyone has heard their mother say ‘nothing’ at some point. But once you stop taking that answer at face value, the entire dynamic changes. The campaign was designed to spark that moment of recognition.”

At a time when communication is often dominated by overt sentiment and formulaic gratitude, #AskHerAgain makes a quieter, more human point: sometimes the most meaningful thing you can do is simply ask one more time.

About BHIM: Bharat Interface for Money (BHIM) is a payment app that enables simple, quick, and easy transactions using the Unified Payments Interface (UPI). With the BHIM app, you can make direct bank payments to anyone on UPI using their UPI ID or by scanning their QR code. You can also request money from a UPI ID through the app.

Pioneered and developed by the National Payments Corporation of India (NPCI), BHIM was launched by the Hon’ble Prime Minister of India, Narendra Modi, on December 30, 2016. The app aims to promote financial inclusion and make India a digitally empowered society.

Built on trust and simplicity, BHIM sits at the intersection of accessibility and innovation, offering features like instant UPI transfers, bill payments, split expenses, spend analysis, and UPI Circle making everyday transactions seamless, secure, and inclusive.

About SoCheers: Founded by Mehul Gupta and Siddharth Devnani in 2013, SoCheers has grown into a creative powerhouse, leveraging technology, storytelling and data insights to craft unforgettable brand experiences. With a 250+ strong team, the agency is focused on shaping industry trends rather than following them.

Recognized at prestigious award shows like Clio Entertainment, The Webby Awards, The Drum Awards, and MMA Smarties, SoCheers continues to push creative boundaries and set new benchmarks for the future of advertising in India.

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KOLKATA, India, May 12, 2026 /PRNewswire/ — Style Baazar, one of India’s fastest-growing value fashion retailers, is rethinking how fashion brands connect with consumers across Tier 2 and Tier 3 India. Moving away from conventional mass advertising, the brand is building a more community-driven and culturally rooted marketing approach — one that focuses less on broadcasting messages and more on creating participation and belonging.

Over the last six months, Style Baazar has strengthened its digital-first strategy through regional storytelling, creator-led content, youth culture, AI-powered customer engagement, and hyperlocal campaigns tailored for emerging India.

This shift has translated into strong measurable impact for the brand. Style Baazar recorded a 3.8X growth in social media content views year-on-year, along with a 4.6X increase in engagement rates across platforms and a 4.1X rise in creator-led organic reach. The brand also saw an 11% increase in repeat consumer interaction during key campaign periods and a 30% growth in regional language content consumption. Notably, campaigns focused on Tier 2 and Tier 3 audiences delivered 35% higher engagement compared to metro-focused communication.

Creator collaborations have emerged as a major growth driver for the brand, contributing nearly 40% of total festive campaign reach. In the last four months alone, Style Baazar has worked with over 500 regional creators across fashion, lifestyle, family, and youth culture categories. The momentum has also reflected in business performance, with the company registering 6% business growth year-on-year and 35% CAGR growth over the last year.

Rather than focusing only on transactional campaigns and price-led messaging, Style Baazar has consciously invested in building stronger consumer communities in a highly cluttered retail environment where most communication often looks and feels similar.

Some of the brand’s recent initiatives included hyperlocal digital storytelling around festivals such as Poila Baishakh and Bihu, regional creator meets, influencer community programs, film integrations, celebrity-led cultural collaborations, and reimagined End of Season Sale campaigns inspired by youth-led hip-hop and street culture. The brand has also strengthened its AI-driven customer lifecycle management capabilities to enable smarter personalization, retention, and repeat engagement.

Style Baazar’s participation in platforms such as Calcutta Times Fashion Week further reflects its effort to balance aspiration with accessibility for consumers across emerging India.

Commenting on the evolving marketing philosophy, Rohit Kedia, Chairman, Style Baazar, said, “Consumers today want to feel seen and understood by the brands they engage with. Especially across India, fashion is deeply connected to culture, identity, language, and everyday aspirations. At Style Baazar, we are trying to build conversations and communities around fashion instead of relying only on one-way communication. Our focus is to stay culturally relevant, digitally agile, and closely connected to the people we serve.”

With digital consumption, smartphone penetration, and creator influence continuing to grow rapidly, Style Baazar believes the future of fashion retail marketing will be shaped by culture-led communities, regional relevance, and deeper consumer participation rather than traditional advertising alone.

About Style Baazar

Style Baazar (Baazar Style Retail Limited) is one of Eastern India’s fastest-growing value fashion retail chains, committed to making quality, trend-led apparel accessible to every Indian family. The Company operates a strong and expanding network of 250+ stores across 9+ states, catering to men, women, and children across diverse consumer segments.

Listed on the National Stock Exchange of India Limited (NSE) and BSE Limited (BSE), Style Baazar offers a comprehensive portfolio spanning ethnic wear, western wear, kidswear, accessories, and seasonal collections—delivering a compelling blend of style, comfort, and affordability.

Backed by data-driven merchandising and deep consumer insights, the Company focuses on regionally relevant fashion aligned with evolving trends. With a customer-first approach, robust supply chain, and value-driven pricing, Style Baazar continues to drive sustainable growth while strengthening its position as a trusted fashion destination across Eastern India

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~ Indian live entertainment powerhouse wins across music tours, non-music formats, brand integration, and cultural events — claiming the prestigious ‘Promoter of the Year’ honour and four other WOW Awards at Shows of India Conclave 2026 ~

MUMBAI, India, May 12, 2026 /PRNewswire/ — TribeVibe Entertainment, one of India’s fastest-growing live entertainment companies, was honoured with five prestigious accolades at the Shows of India Conclave 2026 – among the industry’s most respected benchmarks for excellence in live experiences and entertainment – notching up as many as five WOW Awards across categories.

Spanning music tours, non-music formats, brand integrations and cultural events, the wins underscore TribeVibe’s evolution into a full-spectrum live entertainment powerhouse known for creating large-scale, audience-first experiences across the country.

The recognition comes at a defining phase of growth for the company. Over the past year, TribeVibe has rapidly expanded its footprint across India, delivering a diverse portfolio of high-impact live events at scale while consistently raising the bar on creativity, production value and commercial innovation. This momentum has further cemented its reputation as a trusted partner for artists, brands and fans alike, shaping the future of India’s live entertainment ecosystem.

 A CLEAN SWEEP ACROSS CATEGORIES:

• Global Live Honours Award – Promoter of the Year (Maximum Shows in the Year): The most coveted recognition in the industry for a live promoter, awarded to TribeVibe in acknowledgement of unmatched throughput, managing and delivering the highest number of live shows across formats and geographies in the year
• Gold – Branded Live IP of the Year (Visa Presents Vishal-Sheykhar Live Tour): A landmark collaboration that brought together iconic music, premium brand storytelling,and national-scale tour execution. The Visa Presents Vishal-Sheykhar Live Tour set a new standard for what branded live show can achieve in the Indian market
• Gold- Non-Music Tour of the Year (Papa Yaar by Zakir Khan): Zakir Khan’s Papa Yaar tour, became one of the year’s most talked-about live comedy experiences – demonstrating TribeVibe’s ability to translate an artist’s creative voice into a large-format touring property with consistent audience resonance across cities
• Silver – Brand Integration for a Live Show (Papa Yaar by Zakir Khan – Vicks Integration): Recognised for crafting an organic, audience-relevant brand integration within a live comedy format, the Vicks partnership within the Papa Yaar tour set a strong precedent for how brands can authentically connect with live entertainment audiences without disrupting the experience
• Silver – Cultural Live Event of the Year (Radiance Dandiya Navratri Utsav 2025 with Falguni Pathak): A celebration of cultural heritage at scale, The Radiance Dandiya Navratri Utsav 2025 brought thousands together for a meticulously produced festival that beautifully balanced community tradition with production excellence. Headlined by the Queen of Dandiya, Falguni Pathak, the event was Co-produced by TribeVibe, Purple Blue Events and Alphonso Studios

Commenting on the achievement, Shoven Shah, Founder & CEO, TribeVibe Entertainment Pvt. Ltd. said, “These awards are a reflection of the ambition, conviction and consistency that drive everything we do at TribeVibe. The live entertainment landscape today is evolving at an incredible pace with audiences, artists and brands all expecting more from the ecosystem. We have always believed in pushing boundaries, taking bold creative bets and building for the long term. Whether it is through larger-scale productions or stronger collaborations, we remain committed to pushing boundaries and creating more meaningful live experiences for audiences across India. To our artists and sponsors, thank you for trusting us to take your vision further and connect it with audiences at scale. These awards are both a celebration of how far we’ve come and a reminder of the ambition that continues to drive us forward.”

As India’s live entertainment industry continues to scale rapidly across music, comedy, theatre, cultural festivals and branded experiences, the demand for companies that can deliver consistently across formats and at scale has never been greater. TribeVibe’s continued growth reflects this shift, with the company building a diversified portfolio that spans large-format music experiences, comedy tours, cultural events and branded live IPs.

Over the years, TribeVibe has collaborated with some of India’s most celebrated artists and leading brands, creating experiences that resonate deeply with audiences while delivering strong cultural and commercial impact. The recognition at the Shows of India Conclave 2026 further reinforces the company’s growing influence within the industry, alongside its active role in shaping the future of live entertainment in India.

About TribeVibe Entertainment Pvt. Ltd.:

TribeVibe Entertainment Pvt. Ltd., a BookMyShow company, is the driving force championing India’s homegrown music artists and comedians. We’re redefining how Gen Z experiences live events, moving beyond the ordinary to deliver high-impact performances across music, comedy, and culture nationwide. Since our inception in 2019, TribeVibe has transformed the college festival landscape through a massive nationwide Campus Ambassador Programme, partnering with 850+ colleges across 85+ cities and curating unforgettable performances by some of the country’s top artists. Over the years, we’ve scaled into a dynamic multi-vertical ecosystem, from multi-city artist tours and branded IPs to campus activations and our flagship Gen Z festival, Vibin’.

The numbers tell the story: with a roster of 200+ artists and a track record of executing 4000+ shows (including 3000+ across campuses), TribeVibe connects artists and brands directly with India’s vibrant student community. Every year, we engage over 4 million students on-ground, powering marquee tours and projects that define the live entertainment landscape. Its marquee projects include Vir Das’ Sounds of India tour, Prateek Kuhad’s 10-city run, Zakir Khan’s Papa Yaar comedy tour, Anuv Jain’s Dastakhat Tour, Vishal-Shekhar’s Super Hit Tour, Anirudh Ravichander’s XV show in Hyderabad, Kartik’s South India Tour, Sanam’s India Tour, McDowell’s Soda Yaari Jam shows across multiple cities, and cultural showcases such as Aditya Gadhvi and Navratri with Falguni Pathak.

As the industry decentralizes beyond metro cities, TribeVibe is at the forefront of expansion across Tier 2 and Tier 3 markets. We’re building scalable, hyperlocal experiences that bridge the gap between high-demand audiences and top-quality live acts. Backed by the scale and expertise of BookMyShow, TribeVibe continues to fuel India’s next wave of live entertainment. We’re doubling down on youth culture, greenfield markets, and cutting-edge touring formats, ensuring the future of live experiences reaches every corner of the country.

Contact Details

media@bookmyshow.com 

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