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Godrej L’Affaire Ignites Conversations with a Heartfelt Campaign: ‘Aap rishte nibhao, Riwaaz toh saath aa hi jaenge’ Message Takes Center Stage

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MUMBAI, India, Dec. 6, 2023 /PRNewswire/ — Godrej L’Affaire, the experiential-owned media lifestyle platform by Godrej Industries Limited and Associate Companies (GILAC), in its latest endeavour, extends its heartfelt celebration of sibling love with the launch of a groundbreaking inclusive digital campaign #CelebratingAcceptance, on the occasion of Bhai Dooj. In a heartwarming film, the campaign aims to capture the pivotal notion surrounding a regular sibling bond, promote inclusivity, and celebrate diverse forms of love, while also challenging stereotypes. 

Conceptualized by the Godrej Corporate Brand & Communications team along with AGENCY09, the film aims to showcase the true meaning of the sibling bond by portraying the emotional journey of a transgender woman and her brother, therefore initiating conversations about acceptance and support. In a world where stereotypes and prejudices continue to persist, Godrej L’Affaire seeks to challenge these biases through a compelling brand film. The brand film focuses on the sibling bond of a transgender woman, and her brother celebrating their first Bhaidooj. The film begins with the trans woman’s mother waking up the family in excitement for the first Bhaidooj celebration in their household. The trans woman reveals her true identity in beautiful traditional attire, leaving everybody in awe of her beautiful transformation, when asked by her neighbor “Kaisi ho beti?” (how are you daughter?), she replies “Finally myself” contently. The film concludes with the neighbors and her family accepting her true identity and continuing their celebrations.

Featuring Pranit Hatte (Ganga)(she/her) from the trans community, the brand film beautifully delivers a powerful message about love, acceptance and the importance of understanding and nurturing inclusive relationships. Godrej L’Affaire, with this campaign, aims to emphasize the importance of relationships over traditions, highlighting that, ‘Riwaazo se Rishte nahi Bante’ (Relationships aren’t built on traditions), but instead ‘Hum rishton se Riwaaz banate hai’ (We create traditions through relationships). The film encourages consumers to prioritize relationships over customs and celebrate acceptance, underscoring the message with the tagline “Aap rishte nibhao, Riwaaz toh saath aa hi jaenge!”. (Nurture relationships, traditions will follow). The campaign also encourages everyone to start the journey of acceptance regardless of previous orientations or however long it takes someone to understand and educate themselves, highlighting “Kuch cheeze samajhne mein der lag jati hai, der se hi sahi, aaj hum apni pehli Bhai Dooj mana rahe hai!” (Some things take time to understand, but better late than never, today we are celebrating our first Bhai Dooj!), thus aiming to reshape societal attitudes and promote acceptance.

Speaking on the campaign, Sujit Patil(he/him), Vice President & Head – Corporate Brand and Communications, Godrej Industries Limited and Associate Companies (GILAC), said, “Godrej L’Affaire strives to work towards engaging followers with socially relevant conversations. With this video, we aim to capture the transformative journey of acceptance and love, showing that simple facets like this enriches our lives and makes our bonds stronger than ever. We hope this film encourages everyone to break free from preconceived notions and embrace a culture of acceptance across relationships.”

Further adding to this, Parmesh Shahani(he/him), Head – Godrej DEI Lab, said, “At Godrej Industries, it has always been our attempt to promote inclusivity and diversity across all that we do. This initiative underscores our efforts to celebrate love – across all genders. Through this campaign, we hope to encourage the netizens of India to value relationships alongside customs and love their family members in all their beautiful diversity. This video beautifully captures how allies need to walk hand-in-hand with their family members and friends from the LGBTQIA community to truly make every milestone in their lives into a celebration of inclusion.”

Aadie Sawant (He/Him), Senior Content Creator – AGENCY09, the Ideator & Screenplay writer for this campaign added, “Representation in today’s day and age is of the essence. Moreover, sharing the good side of things is pivotal to steer inclusion in the right direction. Being a queer individual myself, I felt very honoured to be in a position to conceptualize a narrative that celebrates acceptance such as this one.”

This Bhai Dooj, join Godrej L’Affaire in embracing a significant step towards fostering a society where love knows no bounds and where all relationships are cherished. For more information, please visit: https://www.instagram.com/godrejlaffaire/

About Godrej L’Affaire

Godrej L’Affaire was founded to celebrate the goodness of life every day, and to help India live better. It’s a unifier that bonds consumers, content creators, leading brands, and the world of Godrej effortlessly. And together, it redefines the future of lifestyle, beauty, travel, wellness, fashion, and food.

Each piece engaging, every theme contextual, every take unique, the platform connects the roots of India to modern living flawlessly. “Conversations. Communities. Collaboration.” A simple mantra that makes Godrej L’Affaire unique, entertaining, and resourceful. Where people from all walks of life, diverse backgrounds, and different regions share the latest trends through interactive, entertaining, and inspiring interviews, features and portraits, discoveries, trends, stories, and performances. And take away ways to make the most of their lives.

With Godrej L’Affaire by your side, you’ll always be in the know of the ever-evolving landscape of lifestyle. Come, hop in to live it up.

Godrej L’Affaire Social Media handles : Instagram | Facebook | Twitter | YouTube

Video: https://www.youtube.com/watch?v=_hN_5uGSrAA

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Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-2.jpg

 

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News Wire

Jameson Connects & Crepdog Crew Celebrate Subcultures with Limited-Edition Capsule

Celebrating community, creativity, and self-expression through a limited-edition drop inspired by India’s most vibrant subcultures.

MUMBAI, India, June 4, 2025 /PRNewswire/ — Jameson Connects joins forces with India’s largest sneaker and streetwear retailer, Crepdog Crew, to launch a one-of-a-kind limited-edition capsule that celebrates the spirit of counterculture in India. The collaboration is being launched under Jameson Connects – Jam Studio, a culture and community-driven collaborative space, which brings together creative minds to help explore a fresh artistic landscape.

Rooted in the dynamic street and creative scenes of India, Jameson Connects and Crepdog Crew have come together to spotlight authentic voices and celebrate self-expression from the ground up. Inspired by bomber jacket patch culture, the drop reinterprets the spirit of individuality and identity through a distinctive camo-style shacket with interchangeable patches, designed to be a canvas for personal storytelling. Complementing the shacket are a tote bag and mug, completing a bold and collectible capsule collection.

Ayush Kalra pays homage to the tattoo scene, Vijaya Aswani captures the dynamic energy of skateboarding, Jayesh Joshi channels the freedom of the biking community, and Siddhartha Iyer brings alive the rhythm and soul of music.

Anchit Kapil, Co-founder and CEO, Crepdog Crew, said, “Subcultures shape the streets long before trends catch up. At Crepdog Crew, we’ve always built spaces—physical and creative—for the community to thrive. This shacket is our way of putting that truth on fabric—a celebration of individuality, identity, and the scenes that give cities their soul. With Jameson Connects, we’ve created more than a drop—we’ve created a canvas for the culture.”

Mo Joshi, Co-founder of Azadi Records, Culture partner for Jameson Connects, said, “Real culture grows where community thrives. Jameson Connects has always been about championing grassroots voices and giving artists a platform to be seen, heard, and celebrated. This collaboration with Crepdog Crew isn’t just about merch—it’s about movement.”

The drop celebrates the power of creative collaboration through art, music, and community-first experiences.

About Jameson Connects

Powered by Jameson Ginger Ale, Jameson Connects is a community-first platform for India’s creative voices. Through verticals like Jam Pad, Jam Stage, Jam Studio, and Jam Radio, it brings together culture-shaping individuals and subcultures to collaborate, co-create, and connect.

About Azadi Records

Azadi Records is a progressive Indian music label spotlighting thought-provoking hip-hop across regional languages and subcultures. Since 2017, it has given voice to the unheard, pushing the boundaries of what Indian music can be.

For press inquiries, please contact:

Shefali Bhatia, PR Pundit Havas Red | shefali.bhatia@prpundithavasred.com | +91 9821821032

Sanjana Jhawar, PR Pundit Havas Red | sanjana.jhawar@prpundithavasred.com | +91 7023080670

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-crepdog-crew-celebrate-subcultures-with-limited-edition-capsule-1.jpg

 

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Jameson Connects grooves to Grammy winner Anderson .Paak in Mumbai

An intimate celebration of music, culture, and community, also featured Seedhe Maut and Shekhinah

MUMBAI, India, June 4, 2025 /PRNewswire/ — Music lovers in Mumbai were treated to an unforgettable evening as Jameson Connects brought its signature global experience, Distilled Sounds, to India’s cultural capital with an electrifying night of rhythm, soul, and connection. Headlining the showcase was none other than Grammy Award-winning artist Anderson .Paak as DJ Pee .Wee, who took over Famous Studios, Mumbai, for a high-voltage, electrifying up-close performance that brought unmatched energy to this thrilling chapter of Jameson Connects.

DJ Pee .Wee, the dynamic alter ego of Anderson .Paak, delivered a high-energy DJ set that showcased his impeccable taste and versatility behind the console. Known for his genre-blending sound that merges hip-hop, soul, funk, and R&B, Anderson .Paak additionally treated audiences to an intimate live performance towards the end, captivating them with his rich musicality and vibrant presence.

Adding to the evening’s vibrant soundscape was a duo who need little introduction — Seedhe Maut. Fresh off the release of their eighth project DL91 FM, the genre-defying Delhi-based icons brought their razor-sharp lyrics and explosive live energy. Joining them was South African powerhouse Shekhinah, celebrated for her soulful vocals and signature fusion of R&B and pop. Together, they formed a thrilling trifecta of artistry that embodies Jameson’s spirit of fearless creativity and community.

With each edition, Jameson Connects continues to raise the bar in crafting immersive cultural experiences that merge music, community, and creativity. Known for spotlighting boundary-breaking talent from around the world while championing local voices, the platform has become a space where global artistry meets homegrown expression. The upcoming Mumbai showcase is set to be no different-an intimate yet high-impact gathering that celebrates the spirit of connection, the power of live performance, and the magic that unfolds when diverse creative energies come together under one roof.

More than just a music event, Jameson Connects delivered a curated celebration of culture, community, and connection. From eclectic pop-ups by homegrown brands to vibrant F&B experiences and the thoughtfully curated zones, every element is designed to spark conversations and camaraderie.

Stay tuned for what’s next from Jameson Connects.

Link: https://www.instagram.com/jameson_alwaysintomixin?igsh=eGszaTBsNTV5N2Yx

Photo: https://oyefilmy.com/wp-content/uploads/2025/06/jameson-connects-grooves-to-grammy-winner-anderson-paak-in-mumbai-1.jpg

 

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