Nysh.in Activates ‘Hook Step Challenge’ at KIRAN 2025

Mumbai (Maharashtra) [India], November 21: Nysh.in, the parent platform behind innovative lifestyle brands WARMEE and BluHeat, is set to invigorate KC College’s signature cultural festival, KIRAN 2025, with an exclusive youth-driven on-ground activation titled “The Hook Step Challenge.” The initiative is presented in collaboration with the much-awaited Bollywood entertainer De De Pyaar De 2.

With an expected footfall of over 3,000 students from leading colleges across Mumbai, the activation places Nysh.in and its flagship brands — WARMEE, India’s leading instant heat patch brand, and BluHeat, a pioneer in innovative pain-relief solutions — at the forefront of campus excitement, entertainment, and cultural engagement. As the presenting partner, Nysh.in aims to elevate brand visibility and create meaningful interactions with the Gen Z audience through this high-energy challenge.

The Hook Step Challenge invites students to perform the signature dance move on their preferred track — “Sharaabi” or “3 Shaukk” from De De Pyaar De 2. Participants must upload their video entries to Instagram and tag @nysh.in, @warmee.in, and @bluheat.in, along with the hashtags #DeDePyaarDe2xNysh and #KiranFest2025 to qualify.

Winners will be rewarded with exclusive WARMEE and BluHeat product kits, curated premium hampers, and movie vouchers — offering a perfect blend of entertainment, brand engagement, and lifestyle-driven rewards.

To enhance the overall fest experience, the activation will feature:

• Vibrant branding elements integrating Nysh.in, WARMEE, and BluHeat

• Live standees and energetic on-ground announcements

• Interactive sampling zones offering hands-on product experiences

This campus-led initiative reinforces Nysh.in’s strategic focus on youth marketing through festivals, pop-culture integrations, and creator-led collaborations. With Gen Z increasingly drawn to experiential engagement, the brand aims to create memorable touchpoints that not only entertain but also introduce students to functional lifestyle solutions.

Nysh.in continues to expand as a youth-first platform housing trend-driven, accessible, and high-utility brands designed to empower individuality and day-to-day convenience. As WARMEE and BluHeat spearhead the innovation narrative, the brand collective is actively shaping conversations around warmth, comfort, self-care, and contemporary lifestyle needs.

Founded in 2001 by a team of chemical engineers from India’s premier institutes, Nysh.in operates under Pantheon PharmChem in Mumbai. Over the past 15 years, the company has built deep expertise in developing practical, real-world solutions through continuous R&D. Its dedicated manufacturing facility in Tarapur focuses on creating simple yet effective innovations that address everyday challenges.

Nysh.in’s portfolio includes WARMEE, SNOCKS, and BluHeat — brands uniquely positioned to enhance daily experiences, whether through warmth on cold days, improved comfort, or advanced pain-relief patches.

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