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Bhima Jewellery Launches ‘Pure As Love’ Campaign With New TVC

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Bhima Jewellery | Pure Love Campaign | News Aur Chai

Leading Kerala-based brand BHIMA JEWELLERY has launched their new campaign called ‘Pure As Love’ with a new TVC. The ad film marks a departure from traditional wedding narratives of a bride to be shopping with her parents or being gifted jewellery by her in-laws by depicting the journey of a trans-woman.

The film, which an advertising agency conceptualised – ANIMAL, produced by Ransom Film, portrays the story (and journey) of a trans-woman and her acceptance into an otherwise hetero-normative role and social construct of a young woman growing up & getting married. The film’s treatment is not in the cliched traumatic narrative we often see, instead weaving a happier, almost utopian narrative. The ad film is about her journey to becoming who she is and her family and their love and acceptance for their child.

Bhima Jewellery comes with a 96-year-old pristine legacy. They have been a household name for generations, especially in South India. The brand wanted to break away from the traditional stereotypes of jewellery brands and communicate that they have jewellery for every choice and accept and serve without discrimination. This ethos of inclusivity and that all identities are valid is reflected in the casting as well, where the lead of the ad film is a transwoman herself.

In India, parents collect jewellery for their child’s wedding from early on in life, over a while, often also handing down family heirlooms. Each piece has a story, just like every piece adorned by the girl in the film is connected to a poignant and vital moment in her journey. While collecting precious pieces of jewellery is something all parents will relate to, jewellery in this film is also a form of acceptance of her choice. That is the film’s main aim – to normalise acceptance in all scenarios and of all persons.

While speaking about the film, Creative Head – Animal, Sayantan Choudhury said – “This is not a special film. It has not been released on a particular day to celebrate a community or just to give a message. This is a film that the client expects to run for a long period of time from which they expect to attract new customers. It just happens to be about a transperson and their family. The ordinary expectations of this film are what make it stand apart. We hope it goes on to achieve all its objectives and more.”

Navya Suhas, Online Operations Head, Bhima Jewellery Trivandrum, added – “Bhima turns 100 in 4 years, and we feel that as a brand with such credibility, we want to lend our voice to causes that matter today. This ad is special as it takes us through the journey of a trans-person but focuses on the positive side. It starts with her embarking on this journey and ends on her wedding, with her family behind her every step of the way. What we want to convey through the ad is that whoever one chooses to be, Bhima is there for you. We are here to serve and empower, not judge. We hope this helps to blur the lines that discriminate on the basis of colour, gender, etc.”


Disclaimer: This is a company press release. No News Aur Chai Media journalist/content writer was involved in the writing and production of this article.

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Press Release

Intercontinental Chennai Mahabalipuram Resort Launches ‘Muhuratham By The Bay, Wedding Staycations’

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Intercontinental Chennai Mahabalipuram_Muhuratham | News Aur Chai

Chennai – InterContinental Chennai Mahabalipuram Resort has announced the launch of its wedding staycation package Muhuratham By The Bay for to-be wedded and families looking to club their wedding celebrations with vacation retreat. Last year, the Resort saw a huge shift in the wedding segments with couples looking to have a more all-inclusive wedding experience with families. The package is designed with curated sightseeing itineraries for outstation guests to UNESCO World heritage site Mahabalipuram, a dedicated activity planner for kids with nanny services, and oceanography/ surfing lessons for adults.

Muhuratham By The Bay by InterContinental Chennai Mahabalipuram Resort is truly experiential in nature, as it caters to the growing need for intimate weddings in a safe haven. However, with continued International travel restrictions, more couples are looking at shot-gun wedding formats that can be built into a destination vacation. InterContinental Chennai Mahabalipuram drives an advantage of open areas, sprawling landscape and pristine beach access, which appeals to the popularity of the concept. The hotel has further personalised this wedding staycation with themed meals in-built to the package, provision of an on-site venue for a social celebration, chauffeur services for the newlyweds and access to an in-house Spa & Salon for grooming. Guest numbers for this micro wedding staycation may vary from 50 guests to 100 guests.

Intercontinental Chennai Mahabalipuram_Muhuratham | News Aur Chai

‘Muhuratham By The Bay, Wedding Staycations’ | Image Source: Intercontinental Chennai Mahabalipuram

Speaking about the initiative, General Manager Mr Kunal Shanker shares, “We decided to get creative and curate a way that allowed couples to enjoy all the perks of getting married at beautiful beach resort destination, but with some of the bigger planning decisions already taken care of. We’ve streamlined everything and launched a dedicated InterContinental Weddings Microsite that highlights the ins and outs of the Muhuratham By The Bay Package. Our options are continuing to evolve as the needs of our couple’s change. We are looking forward to seeing how our guests respond to this initiative.”

Starting today, couples and families can register for Muhuratham By The Bay by reaching out to [email protected], where they can reserve their wedding dates, get insights on package customisation, learn about the sightseeing itineraries, choose from curated activities planner for kids, understand menu curation and more. InterContinental Chennai Mahabalipuram Resort is planning additional surprise and delight moments for couples throughout the campaign, like complimentary celebratory cake on the wedding day, honeymoon suite stays for the newlyweds. The multi-media campaign will be featured across all InterContinental Chennai Mahabalipuram Resort social channels.


Disclaimer: This is a company press release. No News Aur Chai Media journalist/content writer was involved in the writing and production of this article.

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Press Release

Hybrid Weddings For ‘Celebrations Beyond Geographies’ By Crowne Plaza Chennai Adyar Park

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Hybrid Weddings Crowne Plaza Chennai Adyar Park

Chennai, India, June 14th 2021– Crowne Plaza Chennai Adyar Park® today has announced the launch of its #Celebrationsbeyondgeographies national campaign, providing a Hybrid Weddings & Socials experience for couples and their loved ones during this time of social distancing and restrictions. Through this campaign, Crowne Plaza Chennai Adyar Park, in collaboration with its technology partners, provides couples with the tools and support they need to make the biggest day of their lives an unforgettable moment despite the current circumstances.

The Hybrid Weddings solution will extend ease to families with a safe way to express their love through the ability to engage in a custom wedding experience that will closely mirror that of a live in-person event. The offering includes on-venue celebration for close family members; event’s live streaming with exclusive digital service provider for up to 1000 guests to join from locations across the world; designation of 15 speakers and officiants; two social media live streaming, as well as capturing and archiving the event as a keepsake for couples and their guests.

Crowne Plaza Chennai Adyar Park has curated giveaway hamper boxes from its celebrated restaurant Dakshin which will consist of traditional sweets and savoury items that can be delivered by the Hotel to the guests staying in key cities of India. Customised lunch & dinner gourmet boxes delivery can also be arranged for attendees in locations – Delhi, Gurugram, Noida, Mumbai, Chandigarh, Kolkata, Bengaluru, Jaipur, Kochi and Chennai.

Speaking about the Initiative, Mr Jit Bose, Area Director South India, IHG Hotels “It’s astonishing to see how the wedding industry from the wedding professionals to guests have adapted to the many changes resulting from COVID-19, ultimately turning those changes into fun, innovative planning experiences and celebrations. Livestreaming of events – be it for a wedding, milestone celebrations birthday party, baby shower to Aruvadham Kalyanam – Hybrid Events, are here to stay. As a part of Hybrid events solution our Crowne Meetings Team will extend on-ground and virtual assistance for our guests by conducting site-inspections, guiding with the researched list of wedding planners, technology providers, coordination for end-to-end Menu planning & managing delivery logistics of gourmet boxes for outstation guests of the wedding party.”

Hybrid Weddings Crowne Plaza Chennai Adyar Park

Image Source: Crowne Plaza Chennai Adyar Park

Starting today, couples and families can register for Hybrid Wedding Ceremonies by reaching out to [email protected] They will reserve their ceremony date and customize additional elements, including live streaming technology, theme, customised microsite, guest list, menu curation and more. Crowne Plaza Chennai Adyar Park is planning additional surprise and delight moments for couples throughout the campaign, like complimentary on-venue pre-wedding photoshoot and honeymoon suite stay for the newlyweds & bridal grooming services. The multi-media campaign will be featured across all Crowne Plaza Chennai Adyar Park social channels.

About Hybrid Wedding Solutions at Crowne Plaza Chennai

The program offers virtual or in-person site inspection, referral assistance for wedding planners, invitation designers, decorators. The seasoned team will assist with menu consultation for the on-venue event and home delivery gourmet boxes. The hotel has an In-house wedding planners & decorator team: dedicated banquet and vegetarian kitchen.

Hybrid Weddings Crowne Plaza Chennai Adyar Park

Image Source: Crowne Plaza Chennai Adyar Park

One of the interesting features is a researched collaboration with trusted technology partners to incorporate a virtual or live streaming option for couples and families on the wedding day, the list of services will include customised streaming of the event from the hotel venue, up to 15 speakers officiating the ceremony, event microsite, secured log in virtual event URL, up to 2 social media streaming, calendar invite option, camera set up with switcher, on venue up to 1000 viewers.

Crowne Plaza Hotels offer ‘meet with confidence’ with its Hybrids Connections Program

Crowne Plaza properties will offer a variety of different meeting platforms and Audio- Visual support, which can seamlessly connect your brightest minds beyond the one boardroom. Inspiring and refreshing meeting breaks and Food & Beverage options, with flexible Plaza Workspace areas, make transitioning from meetings to mojito easy. There’s no reason to postpone or cancel your important event. Stay connected across borders and cities with meeting technology
that makes Hybrid Meetings a breeze.

Additional program benefits feature ‘Meet with Confidence’, which includes – Booking flexibility of 10 to 50 rooms on the peak for your next meeting or group event at participating hotels, with or without a meeting room, you can take advantage of-
– No Cancellation Fees
– No Attrition Fees for rooms that are not booked
– Up to a 5% rebate towards your master bill
– Short-form contract
– IHG® Business Rewards points for Planners and Bookers

About Crowne Plaza Chennai Adyar Park

Located 12 km away from Chennai International Airport and close to business and financial hubs. The hotel is situated along with numerous cultural attractions; Kapaleeshwar Temple, Santhome Church, and Marina Beach are minutes away. The hotel boasts 287 guest rooms, with classic accommodations in the Park Wing or modern aesthetics in the Towers Wing. Be it a corporate or social event, choose from our 13 flexible meeting spaces. Treat yourself to various cuisines served in the hotel’s on-site restaurants – The Residency, Cappuccino, Dakshin and On the Rocks. Witness a relaxed evening at the Connexions, a Hi-Tea Lounge. Slip into a relaxed evening at the Westminster Bar with the best beverage selection and step into a party at our in-house nightclub, Gatsby2000.

Crowne Plaza Chennai Adyar Park launches The Residence Suite for extended stay guests. The suite encompasses a living area, dining table, four-fixture washroom, a closet with necessary types of equipment and a specially designed kitchen.

Dive into a journey of rejuvenating treatments designed to restore and revive mind, body and spirit. The newly launched The Palms Spa by Amrtam is a luxurious urban gateway offering an array of indulgent spa and beauty treatments.

About IHG Clean Promise

As the world adjusts to new travel norms and expectations, we enhance the Meeting experience by redefining cleanliness. This means clean, well maintained, clutter-free rooms that meet our high global standards. If this isn’t what you find when you arrive, we promise to make it right; that is the IHG Clean Promise.


Disclaimer: This is a company press release. No News Aur Chai Media journalist/content writer was involved in the writing and production of this article.

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Van Dhan Yojana expanded to UTs of Dadra and Nagar Haveli and Daman and Diu

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Van Dhan Yojana | News Aur Chai

Moving ahead with the series of State Level webinars conducted to review the progress of the implementation of the Van Dhan Yojana, TRIFED conducted an outreach session with the state teams and VDVKs of the Union Territory of Dadra & Nagar Haveli and Daman and Diu recently. The session’s main focus was to plan the way forward regarding the progress of the implementation of the scheme. Attendees from the various agencies (SIAs, SNAs, VDVKCs) said that preparations are in full swing to expand the programme from the currently sanctioned 1 VDVK cluster in the Union Territory to 10 VDVK Clusters by the end of the year.

The webinar started with an address by Shri Pravir Krishna MD, TRIFED, who reiterated the need and importance of implementation of MSP For MFP Scheme, Van Dhan Yojana and other convergence projects which aid in employment and income generation for the tribal people while keeping in mind and implementing complete safety measures during these times of the pandemic.

This was followed by a quick progress update on the status of the implementation of the MSP for the MFP Scheme and Van Dhan Yojana by the regional manager of the region. Based on the discussion with the participating implementing agencies, it was decided that at least 10 VDVKCs would be formed this year, for which additional proposals will be submitted. 2 SFURTI clusters are also in the pipeline. It has also been agreed that the existing SHGs of the Dairy Cooperative structure in the UT will be linked with Van Dhan Yojana. Discussions regarding the prospect of developing a TRIFOOD Park and the launch of a new Tribes India outlet will also be planned.

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During the meeting, it was also agreed that the five-step plan for each VDVKC would be formulated. Step 1 of the five-step plan involves identifying items for Procurement of MFPS in each VDVKC and strengthening it with the planned development of infrastructure, including Procurement Sheds and godowns. Step 2 entails the appointment of Local NGOs or NRLM Officials as Mentors for each Cluster as per guidelines issued and the Release of money to each Cluster by Transferring Rs 10 lacs to each cluster account. Step 3 will require the preparation of a Business Plan for each cluster for taking up Value addition and other formalities, including opening a bank account and setting up signages and Boards for identification of each VDVK Cluster and VDVK. Step 4 envisages the Planning and facilitating of each Cluster into Production, Branding, Packaging and Sale of its selected products as per the Business Plan. And in Step 5, ESDP, SFURTI and TRIFOOD schemes will be converged with respective clusters gradually to expand the programme’s scope.

The rest of the webinar was focused on clarifying any related queries from either the local government teams or the representatives of the Van Dhan Vikas Kendras or clusters. UNICEF representatives also attended the webinar to guide the VDVK members regarding safe practices during COVID. This will provide sustainable livelihoods to more Tribal Families based on Grants for each of the above activities as a viability gap funding for aspirational and far-flung areas of the state to promote growth based on the local asset base and skillsets the people residing there.

TRIFED has organized a series of Webinars with Top Officials of the partner states across the country during May 10 – 28, 2021.


Press Release – PIB

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