Category: business

Ms. Sonal Vig Jindal Joins NBCFDC as Marketing Consultant

New Delhi, October 9, 2024 – The Sonal Vig Jindal Communication Office is pleased to announce the appointment of Ms. Sonal Vig Jindal as the new Marketing Consultant for the National Backward Classes Finance and Development Corporation (NBCFDC), under the Ministry of Social Justice and Empowerment, Government of India.

With a distinguished career in entrepreneurship and strategic marketing, Ms. Sonal brings a wealth of knowledge and proven leadership experience that will contribute significantly to the organization’s vision and mission.

In her new role, Ms. Sonal will lead the organization’s marketing initiatives, working closely with NBCFDC leadership to create impactful strategies that drive engagement, visibility, and growth for the communities supported by the organization. Her focus will be on promoting the corporation’s activities and facilitating market linkages that benefit the socially and economically disadvantaged sections of society.

Ms. Sonal’s appointment comes at a pivotal time as NBCFDC seeks to enhance its outreach and further strengthen its impact in uplifting marginalized communities. With her strategic expertise, NBCFDC is confident in its ability to expand its reach and develop innovative approaches to address social and economic inclusion.

“I am honored to join NBCFDC and look forward to contributing to the organization’s efforts in promoting sustainable growth and development for the socially backward classes. This is a wonderful opportunity to bring positive change, and I am excited to be a part of this journey,” said Ms. Sonal.

With her dynamic leadership and vision, Ms. Sonal is expected to drive NBCFDC’s marketing efforts to new heights, ensuring greater visibility and support for the corporation’s initiatives.

PVR-INOX Partners with KHUSHI ADVERTISING to Boost Cinema Ads in South India

October 09th, 2024, New Delhi: PVR-INOX, the largest and most premium film exhibitor in India (with 1,750 screens, 357 properties across 111 cities in India and Sri Lanka, with an aggregate seating capacity of over 357,000 ), continues its aggressive stance in the cinema advertising space by securing a significant advertising deal for FY25 with its long-time business partner, Khushi Advertising Ideas Pvt. Ltd (KAIPL), the largest cinema advertising concessionaire in India today. KAIPL and PVR INOX share a decade-long business association within the cinema exhibition industry.

With over 20 years of market experience, Khushi Advertising Ideas Pvt Ltd is renowned for crafting innovative and effective campaigns using a diverse range of mediums to create lasting impact among consumers. Spanning 35 cities, backed by a dedicated team of over 250 professionals and more than 70 operations specialists, Khushi Advertising excels at reaching the right audience at the right moment in a dynamic and competitive advertising landscape. In the cinema advertising space, Khushi manages an extensive network of over 9,000+ screens across various multiplex and single chains, including PVR-INOX, Cinepolis, Miraj, NY Cinemas, UFO and QCN.

This new partnership with Khushi Advertising marks a significant step forward for PVR-INOX. The five-year contract is aimed at managing cinema advertising sales in the South India market, with Khushi Advertising appointed as the exclusive ad-sales affiliate for this region. This alliance is set to strengthen PVR-INOX’s leadership and market share in South Indian cinema advertising, a region that holds great importance for the cinema exhibition industry. The partnership reflects the strong confidence in the future potential of cinema advertising, which saw an impressive growth rate of 36% last year—one of the highest in the Indian media space. This growth rate is expected to sustain, with the market Ad-Ex projected to grow by 12% this year.

According to Mr. Gautam Dutta, CEO – Revenue and Operations of PVR INOX, “This new strategic partnership between two leaders in the industry goes beyond the transactional value. It aims to reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success. Traditionally, advertising sales contributed 10-11% of our total revenue, but post-COVID, that contribution dipped to around 7-8% as we were on a recovery path. We strongly anticipate that this partnership, along with our ongoing leadership initiatives, will strengthen our ad-sales contribution and help us return to pre-COVID levels. We look forward to the success of this partnership.”

Mr. Vishnu Telang, CEO of Khushi Advertising Ideas Pvt. Ltd., highlights the remarkable growth and universal appeal of South Indian cinema, stating, “The South Indian film industry has experienced phenomenal growth, with blockbuster hits like KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa driving robust advertising activity and fostering a passionate fanbase. With highly anticipated releases such as Vettaiyan, Kanguva and Pushpa 2 scheduled for this year, 2024 is set to be the ‘Year of South Movie Dominance.’ To leverage this momentum, we are excited to announce our strategic partnership with PVR Inox, which will significantly expand our advertising footprint in South India. This collaboration allows us to tap into a dynamic audience through highly impactful advertising campaigns linked to our diverse lineup of films, creating lucrative opportunities for brands to engage effectively.

At Khushi Advertising, we excel in providing integrated OOH solutions across India, utilizing specialized venues such as malls, airports, and corporate parks. Our strategic focus on maximizing brand visibility ensures that we craft compelling campaigns that resonate with audiences in vibrant environments. Together with PVR Inox, we are poised to enhance advertising revenues and deliver your message directly to your target audience, no matter where they choose to engage.”

Mr. Pranay Shah, Director at Khushi Advertising Ideas Pvt. Ltd., stated, “We are thrilled to announce our strategic partnership with PVR INOX, a leader in the cinema exhibition industry. This collaboration aims to revolutionize cinema advertising by providing brands with unparalleled access to a diverse audience in a captivating environment. As cinema attendance continues to rise, we anticipate that this collaboration will not only enhance brand engagement but also drive significant growth in advertising revenue for both Khushi Advertising and PVR INOX. Together, we are committed to setting new standards in cinema advertising and creating memorable experiences that leave a lasting impression on audiences.”

WeWork India launches 37 Cunningham: A first-of-its-kind premium workspace destination

Bengaluru, 9 October 2024: WeWork India, one of the leading premium flexible workspace providers, today announced the opening of its most premium workspace – WeWork 37 Cunningham, located in Bengaluru’s prime location – Cunningham Road. Spanning across approximately 61,120+ sq. ft. of space and 891 desks across four floors, this is WeWork India’s 61st building in the country. With elevated design elements such as marble flooring, customised furniture, and natural stone, WeWork 37 Cunningham distinguishes itself from other WeWork India locations.

As the city of Bengaluru continues to grow as a major hub for multinational corporations and GCCs, there is a surge in demand for world-class workspaces that are exceptional in design and services. Large enterprises and businesses are increasingly seeking to set up operations in custom-built workspaces that also offer seamless connectivity. With the launch of WeWork 37 Cunningham, WeWork India is strategically positioned to cater to the growing need for dynamic workspaces that offer an enhanced experience with state-of-the-art amenities and ensuite concierge services.

Commenting on the latest addition to their portfolio, Karan Virwani, CEO, WeWork India said, “With the launch of WeWork 37 Cunningham, we are proud to introduce our most premium workspace to date. Our extensive experience with large enterprises and Fortune 500s companies, allows us to be in sync with the shift in the corporate landscape. There is a growing demand from large enterprises, MNCs, and C-suite executives, and high profile members for a workspace that is more than just an office. They’re looking for an elevated experience that blends luxury with flexibility and functionality, in the most sought-after business address. From premium workstations to personalised amenities and concierge services, every detail of 37 Cunningham has been carefully curated to cater to the needs of today’s C-suite executives and enterprise teams.”

Breaking away from the usual style, WeWork 37 Cunningham features sleek, modern architecture. WeWork 37 Cunningham offers impressive bespoke services such as white glove services that bring gourmet food and beverages from Maverick and Farmer – a farm-to-cup coffee brand, and Nandan Coffee – to service the most important meetings. There is readily available expert consultation and immediate support with comprehensive solutions for all queries or resolutions required. In addition to this, they also have access to events, wellness sessions, and a wide range of curated experiences aimed at bringing teams together. Furthermore, the implementation of advanced technology, dedicated administrative support as & when needed, and on-site printing will facilitate seamless meetings.

Over the past seven years, WeWork India has steadily built its presence across 8 cities, with over 90,000+ desks. Since its inception, WeWork India has followed a distinct design philosophy, ensuring a strong local presence with a global playbook. Featuring sleek and modern architectural elements, 37 Cunningham offers an exclusive, high-end flexible workspace that also fosters collaboration. The layout is open yet private, with focus pods and intimate spaces. The offices contain premium workstations, with custom furniture for managers and CXO cabins, whereas the meeting rooms are designed to highlight the brand identity of the members.

The building is LEED Core Certified, Shell Gold Certified, and WELL Gold Certified, highlighting WeWork India’s dedication to eco-friendly design and health-conscious workspaces. It features active sensors and advanced air filtration systems – MERV 8 & 13 filters- to maintain clean air and a healthy environment. Members will also have access to expert support for obtaining ISO 45001 (Occupational Health & Safety) and ISO 14001 (Environmental Management) certifications.

WeWork India’s continued expansion further underscores its reliability as a brand and commitment towards solving for the evolving needs of the modern-day workforce. With solutions for all kinds of businesses – solopreneurs to startups to Fortune 500 companies – WeWork India is at the forefront of the premium flexible workspace industry. As the demand for flex workspaces continues to rise, WeWork 37 Cunningham is the perfect workspace solution that delivers a premium experience for large enterprises and Fortune 500s seeking workspace at prime business addresses.

IntrCity SmartBus Partners with CheckMyBus to Transform Bus Travel in India

India, October 09, 2024: IntrCity SmartBus, India’s leading intercity mobility platform, has announced a strategic partnership with CheckMyBus, the world’s foremost bus travel metasearch platform, to offer premium bus services to domestic and global travelers. As CheckMyBus’s first Indian partner, this collaboration is set to drive significant business growth by attracting international travelers, particularly from key markets like the US, UK, and Europe, and providing them with budget-friendly yet high-quality transportation options.

Through this partnership, CheckMyBus users will gain direct access to IntrCity’s extensive network of over 630+ routes across popular destinations such as Delhi, Kasol, Dharamshala, Shimla, Manali, Lucknow, Hyderabad, Chennai, and Bengaluru. IntrCity’s reputation for elevating bus travel with first-class amenities—including onboard washrooms, experienced bus captains, and exclusive bus lounges—positions it as a leader in India’s intercity travel sector. This collaboration is expected to redefine the perception of bus travel in India and contribute significantly to the country’s burgeoning tourism industry.

Manish Rathi, Co-Founder & CEO of IntrCity SmartBus, said, “Partnering with CheckMyBus enables us to significantly expand our market reach, particularly among international travelers who seek value-driven travel options. This partnership will not only drive our business growth but also set new standards for the bus travel industry in India. As we continue to innovate, this collaboration will further enhance our contribution to India’s tourism infrastructure, ultimately supporting the national economy.”

Marc Hofmann– CEO of CheckMyBus, said, “We are excited to partner with IntrCity SmartBus to offer its superior bus services to our global audience as well as domestic users in India. With IntrCity’s extensive network and commitment to providing top-quality service and the best user journey experience, this collaboration will offer our users direct access to the best prices and offers on the IntrCity SmartBus platform. This partnership reflects our ongoing mission to ensure that travelers enjoy the best journey experience, no matter where they are in the world.”

This partnership positions IntrCity to capture a growing segment of travelers who prioritize price comparisons across modes of transportation, and it strengthens the company’s foothold in India’s growing intercity travel market.

CheckMyBus, which serves millions of global users, will integrate IntrCity’s superior services into its platform, offering travelers seamless access to the best prices and bus travel options in India.

With international tourist arrivals forecasted to grow post-pandemic, this partnership comes at an opportune time. By offering reliable and premium bus services, IntrCity is aligning itself with the government’s ‘Incredible India’ initiative, helping to enhance India’s appeal as a tourist destination. The partnership is expected to drive a notable increase in foreign tourist inflows, providing them with convenient, budget-friendly travel solutions that cater to their unique needs.

This partnership not only reinforces IntrCity’s role as a key player in transforming India’s intercity bus market but also opens new business avenues for both companies. With plans to leverage AI-driven insights and customer feedback, IntrCity aims to further enhance its services, making it the go-to platform for domestic and international travelers alike.

Eveready Launches Siren Torch Initiative for Women’s Safety This Durga Puja

Kolkata, 09th October 2024: The catkin flowers swaying in the winds, the sight of night jasmines, the iconic Mahisasurmardini by Birendra Krishna Bhadra, or the workers sweating it out to complete the pandal works, all these add to the excitement of Bengal’s biggest festival to celebrate Durga Puja.

As lakhs of people throng the streets and by-lanes of the city for Pandal hopping, crowd management becomes key. This Durga Puja, Eveready marks the beginning of Devi Paksha, with a unique initiative which aims to share messages in public interest keeping in mind women’s safety especially in crowded spaces.

At a time when the conversation around women’s safety has taken centre stage, the initiative christened ‘Eveready Siren – Pujoy Awaaj Tolar Power’ (The Power to Raise Your Voice during Durga Puja) comes at the right time and aligns perfectly with the spirit of Durga Puja: a celebration of woman power. This is in continuation to the launch of Eveready Siren Torch that enables anyone in a vulnerable situation to raise an alarm by simply pressing a button and emitting a siren sound at 100 decibels.

As part of the initiative, Eveready has partnered with several of Kolkata’s most popular Durga Puja pandals including – Dumdum Park Tarun Sangha, Hindustan Park, and Jodhpur Park-95 Pally.

· In these pandals, Eveready will take over the megaphones which traditionally have been used by male presenters to make public announcements, and will replace it with female voices giving out some tongue-in-cheek messages ensuring crowds at a pandal remain cordial & safe.

· Eveready has roped in singer of national repute Usha Uthup and popular Bengali actress Ritabhari Chakraborty, who shall be reminding all pandal-hoppers of the importance of respecting women during the festive celebrations through these audio messages.

The messages reflect on the everyday issues faced by the women in crowded places and send out emphatic messages:

• Thank you for keeping the line moving and drawing the line at making unwanted moves
• Try keeping your eyes on the pandal, and avoid any scandal.
• In a moving crowd, only you are in charge of your valuables and your values.

To provide a safe environment in the pandal for the women visitors, Eveready has also introduced a Siren Squad: a group of volunteers who will oversee women’s safety & crowd management aspects inside the Puja pandals of– Dumdum Park Tarun Sangha, Hindustan Park, and Jodhpur Park-95 Pally. The volunteers will be seen wearing T-Shirts with these messages printed on them.

Anirban Banerjee, Senior Vice President & Business Unit Head – Battery & Flashlight said “Durga Puja celebrates the power of Goddess Durga, a symbol of strength and protection. As a brand with a Purpose, at Eveready we believe that women should feel empowered to protect themselves, and our Siren Torch is designed to give them the confidence to do so. This campaign is our way of contributing to the safety of women during the biggest festival of Bengal, and we are honored to have icons like Usha Uthup and Ritabhari Chakraborty lending their voices to this important cause.”

Commenting on the association Ritabhari Chakraborty said “Durga Puja is a celebration of the goddess within each of us. But to truly honor the spirit of this festival, we must ensure that every woman feels safe and empowered. The Eveready Siren Torch is a powerful tool that allows women to raise their voice in times of need, making sure they are heard loud and clear. As we worship the strength of Durga this Puja, let’s also pledge to protect the strength and safety of every woman around us.”

Renowned singer Usha Uthup stated “For me, Durga Puja is all about love, light, and joy. It’s a festival that brings people together, but it’s also a time to reflect on the importance of protecting and empowering women. The Eveready Siren Torch stands as a symbol of that empowerment, giving women the confidence to raise their voices and ensure their safety. I’m proud to be a part of this initiative because every woman deserves to feel as powerful as Durga herself, especially during a festival that celebrates her.”

MAYFAIR HOTELS & RESORTS APPOINTS NELSON SUMIT GOMES AS ASSISTANT GENERAL MANAGER – MARKETING

Mayfair Hotels & Resorts, a renowned luxury hospitality brand known for its unique properties with a Pan-India presence, is thrilled to announce the strategic appointment of Nelson Sumit Gomes as the Assistant General Manager – Marketing. Bringing a wealth of experience and expertise in the hospitality sector, Nelson is set to play a pivotal role in enhancing the brand’s marketing efforts, further solidifying Mayfair’s footprint across the nation.

Throughout his career, Nelson has excelled in crafting and executing innovative marketing strategies that not only enhanced brand visibility but also fostered meaningful guest engagement. His expertise in digital marketing, brand management, and market analysis will be pivotal in advancing the Mayfair brand and navigating the complexities of ever-evolving dynamics.

Nelson holds an MBA in Marketing and a diploma in Hospitality Management, bringing over 12 years of diverse experience across multiple aspects of the hospitality industry. His expertise spans strategic marketing and enhancing guest experiences, making him a valuable asset to the team.

“We are excited to have Nelson with Mayfair Hotels & Resorts,” said Subodh Das, General Manager – Sales & Marketing. “His strategic mindset and innovative marketing approach will be instrumental in strengthening the brand awareness and enhancing the guest experience.”

In his new role, Nelson will concentrate on developing key marketing strategies and fostering collaborations that are aligned with the brand’s vision and values.

Addverb Strengthens Global Footprint with Strategic Partnership with Mondial Relay in France

India, 9th October 2024: Addverb, a global leader in robotics and warehouse automation solutions, has announced a significant new partnership with Mondial Relay, one of Europe’s largest parcel delivery networks based in France. This partnership marks another milestone in Addverb’s journey to revolutionize global logistics through automation, as it introduces its cutting-edge “Zippy” sorting robots to Mondial Relay’s distribution facility in La Roche-sur-Yon.

Designed to handle Mondial Relay’s high volume of parcels for its delivery operations, these advanced robots streamline the sorting process. The parcel sorting system comprises four infeed stations, where operators load parcels onto the Zippy10 robots. Each parcel undergoes scanning via a barcode scanner before the Zippy10 robot employs sophisticated algorithms to accurately sort parcels to predefined destinations. This intricate sorting process unfolds within a system boasting 5 lanes and 28 destinations on each side, ensuring precision and efficiency at every step. This deployment in France demonstrates Addverb’s global reach, following the company’s numerous successful implementations across Asia, Europe, and North America.

Commenting on the partnership, Pieter Feenstra, CEO of Addverb EMEA said “Our solution, featuring 62 Zippy robots, has notably bolstered sorting rates, accuracy, and overall efficiency. We are proud to play a role in enhancing Mondial Relay’s operational excellence and look forward to further collaboration.”

Hoëlig Le Clainche, International Director of Engineering at Mondial Relay, commented, “Our collaboration with Addverb has greatly improved productivity and working conditions. The solution has enabled us to improve working conditions by reducing the risk of MSDs and increase productivity by removing final sortation at our France facility. To anticipate the peak season, we will increase to 3,000 sorts/hr just by increasing the number of robots on the same platform.”

Mondial Relay’s successful integration of Addverb’s technology is just one of many examples of how the company is reshaping logistics worldwide. In India, Addverb’s innovative solutions have been instrumental in transforming e-commerce and manufacturing sectors, providing scalable automation to address diverse operational challenges.

Manish Behl, Global Mindfulness Expert, Launches the 3rd Edition of Asia’s Largest Mindfulness Summit

Mindfulness India Summit 2024 to Explore Groundbreaking Strategies in Mindfulness, Emotional Intelligence, and Neuroscience for Leadership and Well-being, October 17-18 in Mumbai

Mumbai, October 9, 2024: As workplace burnout and mental health crisis continue to make headlines, the 3rd Annual Mindfulness India Summit (www.mindfulnessindiasummit.com) will explore how mindfulness and emotional intelligence can reshape high-pressure work environments into spaces that prioritize well-being and empathy.

Presented by HSBC and Powered by CII, the Mindfulness India Summit (MIS 2024) taking place on October 17-18, 2024, at Novotel Juhu, Mumbai, is Asia’s largest event dedicated to Mindfulness, Emotional Intelligence (EI), and Neuroscience. Organized by the Mindful Science Centre, under the leadership of Manish Behl, a globally recognized mindfulness expert, the summit serves as a crucial resource for professionals looking to implement mindfulness practices that promote healthier, more resilient workplaces.

The Mindful Science Centre also runs the Mindfulness-Based Leadership Program and conducts research on the role of mindfulness in enhancing focus, attention, and leadership skills while maintaining overall well-being. These programs equip leaders with practical tools for navigating the complexities of modern work environments while fostering both personal and organizational growth.

Over two days there will be 3 tracks consisting panel discussions, firesides, keynotes with more than 30 global experts who will share cutting-edge insights for leaders and teams. Keynote speakers include Dr. Sara Lazar and Dr. Chris Germer from Harvard Medical School, Dr. Emma Seppälä from Yale University, and Chris Ruane, former MP in the UK Parliament. Mr. Manish Behl, along with industry leaders like Mr. Sanjay Behl, CEO & Co-Founder of Nextqore Pvt. Ltd., Mr Rajan Pental Executive Director Yes Bank, Mr. Pushp Joshi – Ex CMD HPCL, Dr. Vivek Nangia, CEO of Max Healthcare, and Mr. Shashi Sinha, MD of IPG Mediabrands, will host key sessions. Additionally, wellness coach Micky Mehta and Tibetan scholar Geshe Lakhdor will enrich the discussions with their unique perspectives.

Manish Behl, Founder of the Mindfulness India Summit, emphasizes the importance of this event:

“In today’s relentless pursuit of growth, many organizations have cultivated environments where burnout is becoming the norm. The need for a radical shift is clear. At the Mindfulness India Summit, our goal is to equip leaders with the tools to create mindful, compassionate workplaces where well-being is prioritized alongside performance. Mindfulness and emotional intelligence are no longer just ‘soft skills’—they are essential for leadership and innovation in today’s world.”

With the theme of, “Thrive in the Age of Disruption,” distinguished speakers, Founders, CXOs, and Presidents from leading organizations, will explore how mindfulness and emotional intelligence can enhance leadership, foster creativity, and promote well-being in fast-paced corporate settings. Discussions will cover crucial areas such as critical thinking, decision-making, and fostering creativity in modern business landscape through mindfulness.

Interactive workshops led by top mindfulness trainers will provide attendees with actionable strategies to improve work culture, resilience, leadership development, emotional intelligence, critical decision-making, and digital well-being—skills essential in today’s times.

Workshops at the summit will cover:

• Building Resilience: Techniques for enhancing mental strength in high-stress environments.
• Mindfulness for Leadership: Tools for fostering cultures of well-being and improving workplace performance.
• Neuroscience of Decision-Making: How mindfulness enhances cognitive function and creativity in leadership roles.
• Empathetic Leadership: Strategies for building emotionally intelligent, high-performing teams.

The summit will also feature the prestigious Mindfulness Impact Awards, honoring individuals and organizations that have made significant contributions to promoting workplace well-being and productivity through mindfulness.

MIS 2024 is backed by key sponsors and partners such as HSBC, CII, The Hindu, Free Press Journal, Yes Bank, American Mindfulness Association, The Manchester Mindfulness Festival, EAMBA (European Association for Mindfulness), Uniview World, Micky Mehta, Idobro, and TiE Mumbai—highlighting the growing recognition of mindfulness as critical to leadership and organizational success.

Daiwa Unveils 40% to 65% Discounts on Premium Made-in-India TVs for Festive Season on Flipkart

Delhi, 09th October 2024: Daiwa, a leading premium smart TV brand proudly made in India, is gearing up for the festive season with exciting offers across its entire range of televisions. Available exclusively on Flipkart, Daiwa’s smart TVs feature discounts ranging from 40% to 65%, along with additional benefits such as special bank offers and Flipkart SuperCoins, providing buyers with multiple ways to save this festive season.

In addition to these attractive discounts, Daiwa is thrilled to host a special lucky draw for customers, with a grand prize of a brand-new scooter. Customers can also accumulate and use Flipkart SuperCoins, further enhancing the value of their purchases. Recognizing the growing trend of premiumization in India, Daiwa is addressing consumer demand with appealing exchange deals that allow buyers to trade in their old TVs for substantial discounts on new models. Furthermore, special bank offers—including no-cost EMIs, instant discounts, and other financial benefits—are designed to maximize purchasing power

Speaking about the festive season offers, Priyanka Sukhija, Director of Brand Operations at Daiwa, stated, “We are betting big this festive season, aiming to bring joy to as many Indian households with our proud Made-in-India premium range of TVs. We believe that our commitment to quality and innovation will resonate with consumers, making this a memorable celebration. Our goal is to enhance not just the viewing experience but also the shopping experience with our exceptional deals and offers.”

Daiwa provides a diverse range of television sizes and operating systems to cater to various customer needs. The Coolita OS is available in 32-inch and 43-inch models, webOS spans sizes from 32 inches to 65 inches, and Google OS TVs range from 32 inches to 55 inches. The lineup includes HD Ready, Full HD, and UHD/4K options, ensuring superior picture and sound quality. Select models feature QLED technology and Dolby Audio support, delivering an immersive viewing experience.