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Home Centre turns other brands’ ads into their own

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DUBAI, UAE, April 24, 2025 /PRNewswire/ — Home Centre, the region’s largest furniture and home accessories brand, has launched their latest campaign which sneakily turns other brands’ ads into their own by putting a spotlight on the Home Centre items featured in those ads and simply saying ‘There We Are’.

With over 14,000 products, Home Centre is in homes across the region. Showcasing every single item in individual ads would be an enormous (and expensive) challenge. But ever since noticing that countless ads from across the Middle East already feature their products, Home Centre found a workaround: Instead of making new ads, let’s use the ones that already exist––quite literally taking what’s theirs and making it Home Centre’s. 

The campaign, created by Publicis Middle East, identifies commercials from other brands where Home Centre furniture and accessories make an appearance. Then, with strategically targeted YouTube pre-rolls, Home Centre steals the attention, letting viewers know its products are featured in the next ad they’re about to watch, acting as a cheeky hijack of other brands’ time, effort, and money spent. Their production, their budgets, their media, their audience, is now Home Centre’s spotlight. 

Call it an unintentional collab or production value robbery––ads from all over the region have transformed into Home Centre’s product catalogue. But the brands behind these ads did not go unappreciated. Every time Home Centre hijacked an ad, it also tipped its hat with messages such as “This ad may not sell this table. But the next one will.” –– acting as playful thank-yous to credit where it was due.

“We realized our furniture was already in the limelight,” said Siddarth Sivaprakash, Head of Marketing and Brand. “So, instead of starting from scratch, we just said, ‘There We Are’ and let our product catalogue shine in other brands’ commercials. It’s smart, simple, and shows people just how vast, versatile and ubiquitous our product range really is.”

But the message goes deeper. For a brand often perceived as the quieter alternative to certain big-name competitors, ‘There We Are’ is also a declaration of presence against Swedish giants. A statement that says Home Centre’s products don’t just fit in—they belong. Whether it’s a comedy skit, a luxury fragrance ad, or a family dinner spot, Home Centre shows up and blends in effortlessly. It’s proof that Home Centre is in every kind of story because its products fit every kind of home. And they’re proud to be the underdog that made a breakthrough without the heavyweight budget. 

“Home Centre’s furniture keeps showing up everywhere. Chocolate ad? There we are. Pizza ad? There we are. Cleaning ad? Yep, there we are too. So, we thought, why not let everyone be aware of it?” says Augusto Correia, Creative Director at Publicis Middle East.

With zero production spend, minimal media spend, and maximum cheek, ‘There We Are’ is redefining how brands can earn attention—not by interrupting stories, but by being part of them. This campaign is redefining the rules of content creation by proving that paid media doesn’t necessarily have to be paid for. And sometimes, all it takes is spotting what’s yours and saying, There We Are.

About Home Centre: 

Offering outstanding value, quality products, and exceptional customer experience, Home Centre is the largest omnichannel retailer for home furnishings in the Middle East, North Africa & the Indian sub-continent. 

Established in 1995 with its first store in the UAE, today Home Centre has a wide network of over 160 stores across GCC, North Africa and India. Easy to navigate and serving as a one-stop solution for all home furnishing, the Home Centre e-commerce platform provides customers an extensive range of over 14,000 products at the tip of the fingers. 

Complying with international standards, Home Centre houses products sourced from over 50 countries worldwide. Home Centre’s in-house team of designers and buyers draw inspiration from latest global trends and bring stylish and innovative furniture, customised to suit local preferences.

 www.homecentre.com | Facebook | Twitter | Instagram 

Video – https://mma.prnewswire.com/media/2672608/Home_Centre_1.mp4
Photo – https://mma.prnewswire.com/media/2672655/Home_Centre_2.jpg

 

View original content:https://www.prnewswire.co.uk/news-releases/home-centre-turns-other-brands-ads-into-their-own-302437514.html

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RhythMedix Launches Next-Generation RhythmStar® SL Cardiac Monitor

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Advancing Remote Cardiac Monitoring with Faster Insights, Greater Comfort, and Seamless Connectivity

MOUNT LAUREL, N.J., April 22, 2026 /PRNewswire/ — RhythMedix, LLC (RhythMedix), a nationwide U.S.-based cardiac monitoring company, today announced the launch of its next-generation RhythmStar® SL cardiac monitoring wearable. The third-generation design significantly enhances the patient experience, improving comfort, wearability, and patient adherence. These advancements are enabled by a compact lead configuration, waterproof IPX-6 rating, and increased battery life.

RhythmStar continues to differentiate through its built-in cellular connectivity, enabling ECG data to be automatically transmitted to the cloud for seamless, prompt review across all monitoring modes – without requiring device return by mail for data processing.

When paired with the company’s proprietary Augmented Arrhythmia Intelligence™ (AAI), RhythmStar SL delivers precise arrhythmia detection by combining advanced algorithms with a multi-layered data review process.

“RhythmStar represents our commitment to delivering a better way to monitor, one that prioritizes both patient comfort and clinical performance,” said Brian Pike, CEO of RhythMedix. “By combining a more wearable design with seamless data transmission and expert review, we’re helping clinicians access the insights they need, when they need them.”

“RhythMedix is taking a truly visionary approach to cardiac monitoring by combining patient-friendly design with advanced technology and expert oversight, helping clinicians make more confident, timely decisions,” stated George Shaw, MD, Electrophysiologist at AHN Allegheny Health Network. “It’s a meaningful step forward in how we deliver and manage cardiac care.”

With over 2 million hearts monitored to date, RhythMedix continues to advance remote cardiac monitoring through technology designed to improve both patient adherence and clinical workflow. The company will be exhibiting at HRS 2026 (Booth #531), including in-booth discussions with leading electrophysiologists.

About RhythMedix

Founded in 2013 and headquartered in Mount Laurel, New Jersey, RhythMedix is a fully integrated cardiac monitoring company providing end-to-end device manufacturing, software development, and 24/7 U.S.-based monitoring services. With no third-party dependence, RhythMedix delivers a seamless and secure remote cardiac monitoring experience for clinics, health systems, and patients nationwide.

To learn more, visit rhythmedix.com.

View original content to download multimedia:https://www.prnewswire.com/news-releases/rhythmedix-launches-next-generation-rhythmstar-sl-cardiac-monitor-302750932.html

SOURCE RHYTHMEDIX

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Copyright Enforcement Dialogue 2026 in Taipei Reinforces Regional Public-Private Cooperation Against Digital Piracy

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TAIPEI, April 23, 2026 /PRNewswire/ — On April 22, 2026, the Motion Picture Association (MPA) Asia Pacific concluded the Copyright Enforcement Dialogue: Taipei 2026, convening senior policymakers, law enforcement authorities, judicial representatives, and industry experts from across Asia–Pacific to advance coordinated action against copyright infringement and digital piracy, ahead of World Intellectual Property Day on April 26.

Organised in collaboration with the Alliance for Creativity and Entertainment (ACE) and the Homeland Security Investigations (HSI), with the participation of international and local enforcement agencies, the dialogue reinforced the importance of cross border collaboration, effective regulatory frameworks, and public–private partnerships to protect intellectual property and support the creative economy.

In her welcome address, Sue Wang, Deputy Minister of Culture and Chairperson of the Taiwan Creative Content Agency (TAICCA), underscored the role of copyright protection in sustaining a healthy creative ecosystem: “The foundation of culture is copyright protection. If there was no copyright protection, there would no culture in the world. Therefore, copyright protection is the core of every culture.”

Across four expert panels, participants examined the evolving piracy landscape, shared regulatory and enforcement challenges, the role of public–private collaboration in real–world enforcement, and the growing threat posed by illegal streaming devices, drawing on legal, technical, and investigative perspectives. A dedicated piracy case study session led by Taiwan’s law enforcement authorities showcased recent investigative efforts and reinforced the value of information–sharing and technical cooperation.

Addressing Taiwan’s enforcement framework, Hung Sheng-I, Director of the Copyright Division at the Intellectual Property Office, Ministry of Economic Affairs, said, “By integrating the Set-Top Box Act with domain seizure and follow-the-money mechanisms, Taiwan has established a comprehensive and enforceable framework that serves as a powerful shield for IP protection in the digital environment.”

Itae Choi, Executive Director of the Copyright Overseas Promotion Association (COA), said: “We must be grateful to all users who love and enjoy our content. It is essential to widely communicate the value of their voluntary and legal use, so that those who consume it unlawfully may be encouraged to join them. To this end, we will intensify our efforts in raising awareness and fostering a culture of respect among content users.”

Choi also emphasized the central role of cooperation in effective copyright enforcement: “Cooperation is vital in every field, but it is especially crucial in addressing copyright infringement. Private sector efforts cannot succeed without the collaboration of public authorities such as law enforcement and the judiciary. We are, in effect, running a three–legged race together — and to win, we must stay in step with one another.”

Noting the level of international participation, James Cheatley, Vice President, VOD, Digital Affairs and Intellectual Property, Asia Pacific at the Motion Picture Association, said the dialogue reflected the shared nature of the challenge posed by piracy: “We have industry leaders, government policymakers, and law enforcement experts from five countries taking part in this dialogue. That level of international cooperation reflects the reality that piracy is a shared challenge — one that requires coordinated approaches and collective solutions across governments, enforcement authorities, and industry.”

Tatsuya Otsuka, Deputy Senior Director of International Affairs of Content Overseas Distribution Association (CODA), said, “Strengthening cross-border collaboration is essential to ensure effective anti-piracy measures. This dialogue provided a wonderful opportunity for us to share challenges and insights and continue to advance international efforts to combat piracy.”

Toshinao Yamazaki, Director of the Intellectual Property Affairs Division at Japan’s Ministry of Foreign Affairs, said sustained dialogue was key to long–term protection of creative industries: “Ultimately, protecting the creative ecosystem hinges on robust public-private collaboration and sustained international dialogue. I am confident this Copyright Enforcement Dialogue 2026 will serve as a pivotal step to further enrich the global IP ecosystem and collectively build a more prosperous and sustainable future.”

In closing remarks, Dawn Barriteau, Vice President, Content Protection, Asia Pacific, Motion Picture Association, reaffirmed MPA and ACE’s commitment to working with governments and enforcement partners across the region to strengthen copyright protection and disrupt piracy networks.

“Effective copyright enforcement is not just about protecting content — it is about protecting jobs, investment, and the long-term health of the creative industries. Today’s dialogue demonstrates how industry, governments, and law enforcement can work together to address piracy with practical, coordinated solutions.” Barriteau added that continued regional cooperation is essential as piracy networks become increasingly sophisticated and transnational: “No single stakeholder can address digital piracy alone. Meaningful progress depends on sustained public–private collaboration, information–sharing, and strong policy frameworks that keep pace with technological change.”

The Copyright Enforcement Dialogue: Taipei 2026, held in the lead-up to World Intellectual Property Day, builds on MPA’s longstanding collaboration with regional stakeholders and reflects a continued focus on practical enforcement solutions, policy dialogue, and capacity building to support Asia Pacific’s creative economy.

View images here.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/copyright-enforcement-dialogue-2026-in-taipei-reinforces-regional-publicprivate-cooperation-against-digital-piracy-302750424.html

SOURCE Motion Picture Association (MPA) Asia Pacific

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Form.io Launches Enterprise-Grade Toolset for Governed Agentic Coding

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New MCP Server, Skills, Agentic Coding Plugin, and Universal Agent Gateway (UAG) keep AI-generated applications on the rails for enterprise development teams.

DALLAS, April 22, 2026 /PRNewswire/ — Form.io, the enterprise data platform trusted by regulated industries and government agencies worldwide, today announced the introduction of its Model Context Protocol (MCP) Server, Skills, and Agentic Coding Plugin, adding to the existing Universal Agent Gateway (UAG). Together, this comprehensive purpose-built toolset brings schema-governed infrastructure to agentic coding environments. The release equips enterprise development teams with the tools to harness AI coding agents like Claude Code, Cursor, and Windsurf, while maintaining the architectural consistency, compliance posture, and data governance required by regulated organizations.

As agentic coding accelerates across the enterprise, organizations are discovering that velocity without standardization creates technical debt at an unprecedented pace. Applications generated across independent teams can diverge in architecture, data handling, and compliance posture — creating fragmentation at scale and introducing the need for additional resources and controls to manage the process. This ultimately undermines the efficiency gains of new agentic coding processes.

“Labor used to be the pain point for enterprises. Now it’s chaos”, said Heather Hornor, COO of Form.io. “Five teams solving the same problem, five different ways, without any standardization, because each AI agent made a different decision, is a problem. This problem isn’t new, but it’s surfacing faster and more disruptively than ever before. Thankfully, it’s solvable at the infrastructure layer – where systems can be governed, monitored, and audited continuously over time. Form.io provides that layer, from development through runtime. And we’re the only company delivering it inside the customer’s own self-hosted development and runtime environments.”

The Toolset

MCP Server: Connects to the customer’s self-hosted Form.io deployment. AI coding agents receive governed access to read, create, and scaffold the full data layer — forms, resources, actions, APIs — without data leaving the enterprise security boundary.Skills: Platform specific guidance that teaches AI agents how to build applications leveraging Form.io — applying standardized compliance-ready data patterns by default instead of improvising per project.Agentic Coding Plugin: Integrates Form.io’s MCP Server and Skills directly into the developer’s coding environment, enabling AI agents to automatically trigger tools and apply standardized patterns based on prompt context. Coordinates interactions between MCP tools and Skills so complex, form-based applications can be built entirely within the agentic coding interface.

“This is the logical extension of the JSON-based, open-source platform we’ve been building for more than a decade,” said Travis Tidwell, CTO and Co-founder of Form.io. “The same open architecture that made Form.io extensible for human developers makes it the natural foundation for agentic development processes.”

The new build-time toolset operates independently from Form.io’s Universal Agent Gateway (UAG), the company’s runtime governance layer for production agentic workflows. Together, they provide enterprises with governance and auditability across the full lifecycle of agentic coded software — from the first prompt in a developer’s Agentic Coding Plugin to the production workflows running in regulated environments.

For organizations adopting governed agentic coding, the Form.io MCP Server, Skills, Agentic Coding Plugin, and UAG are part of Form.io’s enterprise-grade agentic coding toolset. Explore the full toolset at https://form.io/ai/

For agentic workflows in production, visit the Universal Agent Gateway at https://form.io/uag/

Enterprises can learn more, request a demo, or get started at form.io

About Form.io: Form.io is the enterprise application infrastructure platform where a single JSON schema governs everything a modern application needs — including data collection UIs, validation rules, workflow actions, data models, and auto-generated APIs with RBAC.

One schema. One source of truth. One governance layer. That’s a form.

Form.io’s self-hosted platform serves regulated industries and government agencies requiring architectural consistency, data sovereignty, and formal compliance — including central banking groups across the US, EU, and Australia, global government agencies, and leading organizations in healthcare, financial services, and insurance.

Headquartered in Dallas, Texas. Visit form.io.

For press inquiries and additional information, please contact: media@form.io

View original content to download multimedia:https://www.prnewswire.com/news-releases/formio-launches-enterprise-grade-toolset-for-governed-agentic-coding-302750946.html

SOURCE Form.io LLC

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