The humble banian is getting a scented makeover. To beat the summer humidity, Lux Cozi has launched scented vests that will retain their fragrance even after continued washes. Actor Varun Dhawan will endorse the product, promoted in an ad campaign featuring TV and radio spots. This innovation was proposed by 82.5 Communications (Mumbai), formerly Soho Square, an Ogilvy group agency, and took months of research and development.

Zomato binges on cricket

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IPL frenzy has struck Zomato too. The food delivery platform has introduced a Zomato Premier League (ZPL) — an in-app gamification that engages users through contests. Every time users decide to have their food delivered to their doorsteps, they can predict the winner of that day’s match and win rewards if their prediction is right. They get to win 30 per cent cashback every time they predict correctly. “Over 4 million people have played ZPL in the past three weeks and have collectively saved over ₹8 crore so far while binging on their favourite food,” says Sandeep Anand, CMO, Food Delivery, Zomato.

Some interesting nibbles from ZPL. Over 60,000 predictions were made during the Mumbai Indians vs Royal Challengers Bangalore match on April 15 with a majority rooting for MI. Delhi NCR users have the strongest betting streak, having made over one million predictions so far.

Twitter’s Hide feature

To tackle the rising online abuse, Twitter says it is launching a “Hide Replies” feature that will kick into use in June. With this, the person who has posted a tweet gets to control which tweets can appear in the conversation thread. Twitter believes the balance of power will thus be in favour of the poster and abusers can be silenced. However, many feel this may not be an ideal solution as it could even silence clarifications. As for brands, if they do not see a full conversation thread, it could mean their task of deriving meaning out of social interactions could be affected.

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