Security is traditionally associated with things that are meant to remain behind closed doors. At the Miss Universe India 2026 Grand Finale, QUBA India turned that idea around.
The brand’s ALPHA Heavy Duty Digital Safe became part of the stage experience when it was used to safeguard the Miss Universe India crown before its reveal.
As the Official Security Partner of Miss Universe India 2026, QUBA brought the safe into the centre of the Grand Finale. The crown was secured inside ALPHA and accessed through twostep authentication- key access followed by fingerprint authentication.
The result was a product integration that combined technology, security and the theatre of a live event.
For contemporary consumers, security is increasingly moving beyond traditional locks and physical protection. Intelligent access, technology, convenience and design are becoming part of how modern homes and spaces are experienced.
QUBA’s ALPHA activation reflected that transition.
“Security has traditionally been something people prefer to keep out of sight, but the category is evolving,” said Miral Toliya, Director, QUBA. “Today, consumers expect protection, technology and design to work together.”
The Miss Universe India platform gave the company an opportunity to communicate that changing role of security in a setting far removed from the conventional hardware showroom.
The product remained focused on its fundamental purpose—protecting something valuable—but the environment allowed audiences to experience that purpose differently.
QUBA has spent more than 16 years building its presence across architectural hardware and intelligent security solutions, with offerings spanning digital locks, security safes and integrated solutions for residential, hospitality and project applications.
At the Grand Finale, that expertise moved from behind closed doors to centre stage.
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