Vidya Balan named brand ambassador for Welspun’s new 360° campaign

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Vidya Balan has been announced as the new brand ambassador for Welspun, a leading name in home textiles. The collaboration marks a significant moment for the brand as it sets out to expand its presence across Indian households with a fresh and relatable face at the forefront. As part of this high-impact partnership, Vidya will feature in Welspun’s upcoming 360-degree marketing campaign, aimed at highlighting the brand’s core promises—durability, comfort, innovation, and daily relevance across its extensive home textile range. The campaign will include brand films and promotional content designed to connect with consumers across both urban and rural India. Speaking about the association, Saumil Mehta, president & business head of domestic home textile at Welspun Global Brands, said, “Welspun’s vision of ‘Har Ghar Welspun’ is about making trusted quality accessible to every Indian home. As millions of consumers move from unbranded to branded choices, we see a powerful opportunity t...
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Anqa review – women in Jordan share harrowing testimony of their abuse

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Helin Çelik’s documentary mixes impressionistic visuals with chillingly matter-of-fact accounts of abduction, incarceration and domestic violence

Helin Çelik’s otherworldly, impressionistic documentary opens with lines from a poem by Rumi evoking Mount Qaf, a mystical mountain erected by Allah. In this place that encircles the Earth and touches heaven dwells the anqa, a fabled female bird that symbolises resurrection after misfortunes.

The three Jordanian women at the heart of Çelik’s film are going through their own journeys of healing and rebirth. Mostly shot in profile or from behind, they speak of the horrifying violence they have endured. Their stories of abuse, abduction and incarceration starkly contrast with their domestic surroundings, which are shot with amazing warmth. From the rustling of the curtains to the gentle shimmering of a dallah coffee pot on the stove, the sights and sounds of the everyday are at once calming and eerie. It seems unimaginable that life can go on in all its normalcy while these suffering souls are still walled in by their harrowing experiences.

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