Everyone’s over the “always online” life, and the savviest brands are catching on. Enter Bumble x Puma, teaming up for a singles-only run in Bangalore right before Singles’ Day (because, you know, swiping isn’t exactly cardio). It’s the anti-app meetup we didn’t know we needed. Skincare brand Astrid joined the party too, declaring a Sleepover Weekend to nudge us into old-school, face-to-face hangouts with pampering kits as the cherry on top. Heineken took things further with The Boring Mode app, which literally blocks your notifications so you can actually engage at parties without being glued to your screen like a zombie. The point is, brands that help us connect IRL are the ones we end up trusting in those big, meaningful moments — the kind of loyalty you can’t buy with a promo code. It’s emotional loyalty, and it’s stickier than anything a clever ad campaign can deliver.

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