ITV

Category: Marketing

  • Makemytrip and Zomato serve hot meals right to train passengers’ seats

    Makemytrip and Zomato serve hot meals right to train passengers’ seats

    MUMBAI: No more soggy samosas in foil packets, train travel in India just got a gourmet upgrade. Makemytrip has teamed up with Zomato to bring meals from 40,000 plus restaurant partners across 130 plus stations straight to passengers’ seats.

    The move rides a wave of appetite: in FY 2024–25, more than 90,000 rail passengers used Indian Railways’ e-catering services daily, a 66 per cent year-on-year growth. With its new ‘Food on Train’ service, MakeMyTrip is banking on its Live Train Status tool to nudge travellers into ordering at just the right moment, ensuring breakfast, lunch, dinner, or snacks arrive piping hot.

    The partnership has already been soft-launched with encouraging results, showing travellers lean towards travel-friendly meals. To add festive flavour, passengers booking rail journeys on MakeMyTrip this Diwali will also get a complimentary coupon redeemable on Zomato orders.

    “Over the past few years, we have been growing faster than the industry in train bookings, driven by customer-centric innovations. Food on Train is another step to enhance the journey,” said Makemytrip CBO & CMO Raj Rishi Singh.

    Zomato, which has already served 4.6 million plus orders across 130 plus stations as an IRCTC-authorised food partner, sees this as a natural extension. “This collaboration makes meals seamless and enjoyable, delivered directly to your seat,” said Zomato VP for Product Rahul Gupta.

    Beyond food, Makemytrip is also reshaping every stage of the train journey with tools like route extension assistance, seat availability forecasts, seat lock, trip guarantee, free cancellation, live PNR updates, and real-time tracking.

    From steaming biryanis to paneer rolls, rail journeys may never taste the same again because now, your favourite restaurant is only a station away.
     

  • Lucira shines bright with 5.5m dollars seed round led by Blume Ventures

    Lucira shines bright with 5.5m dollars seed round led by Blume Ventures

    MUMBAI: Lucira Jewelry is proving that lightning and sparkle can strike twice. The fine jewellery startup, founded by ex-Candere creator Rupesh Jain alongside Vandana Jain, has raised a dazzling 5.5 million dollars in seed funding, the largest seed round ever for a jewellery startup in India.

    The round was led by Blume Ventures, with participation from Spring Marketing Capital, Siriusone Capital Fund, and marquee individual investors including the founders of Dot & Key, Livspace, Snitch, and Bewakoof. The raise marks a strong show of faith in Jain’s ‘second innings’ after successfully building Candere, later acquired by Kalyan Jewellers.

    Lucira is positioning itself as a design-first, sustainable luxury brand aimed at India’s new-age jewellery buyers who want more than just investment value. They want authenticity, craftsmanship, and emotional connection. Since its launch, Lucira has built a portfolio of 1,000 plus customisable lab-grown diamond designs, all IGI/GIA/SGL/BIS certified and backed with lifetime exchange and buyback guarantees.

    The brand is also stepping into physical retail, with its first Mumbai store opening this month and plans to add four flagship outlets by the end of FY 2026. The fresh funds will fuel this omni-channel expansion while strengthening digital-first buying experiences and technology-driven personalisation.

    “Indian consumers are moving beyond jewellery as mere investment,” said Lucira, co-founder, Rupesh Jain. “They want design, trust, and a brand they can emotionally connect with. With this backing, we’re ready to make Lucira India’s most trusted design-first fine jewellery brand.”

    For Blume Ventures, it’s a chance to back a category they see ripe for disruption. “Rupesh has already proven his ability to build and scale with Candere,” said Blume, managing partner, Karthik Reddy. “What excites us most is Lucira’s omni-channel vision, blending cutting-edge digital with physical retail to create a category-defining brand.”

    With capital in hand, Lucira is doubling down on design leadership, scaling its studio, hiring top talent, and embedding consumer trust at every step. As Jain puts it, “We’re not just selling jewellery, we’re shifting mindsets.”

    Cumulative Ventures advised the transaction, with Novolex serving as legal counsel.

     

  • Mille shakes up kitchens with protein-packed dal to coffee innovation

    Mille shakes up kitchens with protein-packed dal to coffee innovation

    MUMBAI: If dal could lift weights, it would probably taste like Mille. The supergrain brand from Wholsum Foods (of Slurrp Farm fame) has just dropped a kitchen-friendly fix to India’s biggest dietary gap, protein.

    According to Indian Market Research Bureau (IMRB) data, a staggering 73 per cent of Indian diets are protein-deficient, thanks to plates piled high with rice, roti and dal but little else. And while gym rats sip their heavy shakes and chew dense bars, the everyday eater has been left scrambling for easier answers.

    Enter Mille Protein Powder designed not for bodybuilders but for the rest of us. Available in two versatile formats, it sneaks protein into familiar meals without turning the kitchen upside down. The coffee-flavoured shake offers a comforting hit of caffeine with a whopping 31 grams of protein per serving, while the neutral, heat-stable booster can disappear into dosas, rotis, khichdi, pasta, dal, or even soup without changing taste or texture.

    “Our goal was simple: to bring protein back into the Indian kitchen,” said Wholsum Foods co-founders Meghana Narayan and Shauravi Malik. “Most people aren’t counting macros, they just want food that’s tasty and good for them. Mille makes it easy to add protein to what you’re already eating from your morning coffee to your evening roti without fuss.”

    Retailing at Rs 1,999 for 500 grams, Mille Protein hits shelves this month, with availability on millesupergrain.com, Amazon, and Swiggy Instamart.

    For a nation that loves its dal and dosa, Mille’s pitch is simple: no crash diets, no complicated routines, just protein made familiar, delicious, and everyday. After all, why should fitness buffs have all the shakes?

  • Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal

    Tata Tea Gold paints Pujo golden with 10 art-led festive packs in Bengal

    MUMBAI: If Bengal’s Durga Puja is a painting in motion, then Tata Tea Gold has just framed it in gold. This festive season, the brand has launched a dazzling campaign Banglar Shilpi Shojjito Pujo featuring 10 limited-edition tea packs designed by celebrated Bengali artists, each capturing a different ritual of the five-day celebration.

    The packs are more than packaging, they are canvases. From the thunder of the dhaak on Shashti to the swirling smoke of the dhunuchi dance on Nabami and the sindoor-smeared joy of Dashami, every pack is a stroke of nostalgia. Artists like Goutam Sarkar (acrylic realism), Gopal Naskar (myth-meets-modern pastels), Gourab Kundu (fluid watercolours), Anjan Bhattacharya (rich oils), and Joyeeta Bose (digital magic) have each lent their craft, creating a collectible series that doubles as an ode to Bengal’s artistic soul.

    The campaign extends beyond shelves. A special festive TVC opens with a steaming cup of Tata Tea Gold in a Bengali household before the vapour spirals into colours that paint vibrant pandals, neighbourhoods, and rituals across West Bengal. Every transition becomes art itself with the film ending on the evocative line: “Banglar Pujo Ek Sonar Chhobir Mawto” (Bengal’s Pujo is nothing short of a golden painting).

    “Durga Puja is not just a festival; it is an emotion that binds Bengal,” said Tata Consumer Products president for packaged beverages India & South Asia Puneet Das. “This year, by collaborating with local artists, we’ve brought those emotions alive on every pack, making Pujo feel as personal as it is collective.”

    The initiative builds on Tata Consumer Products’ vast consumer base of 275 million Indian households and its wide portfolio from Tata Tea and Tetley to Tata Salt, Sampann, Soulfull and Ching’s Secret. With a consolidated turnover of Rs. 17,618 crore, the company is betting on art and authenticity to deepen its festive connect.

    This Durga Puja, tea breaks in Bengal may just feel like gallery visits, cups steeped not only in flavour but also in festival, memory, and art.

  • Sreeleela shines in Chicnutrix’s ‘Glow Mode On’ campaign, blending science with beauty

    Sreeleela shines in Chicnutrix’s ‘Glow Mode On’ campaign, blending science with beauty

    MUMBAI: Chicnutrix, India’s leading beauty and wellness nutrition brand, has unveiled its new campaign ‘Glow mode on’ featuring Telugu actor Sreeleela. With her radiant persona, strong youth appeal, and authentic approach to wellness, Sreeleela brings charm and credibility as the face of Chicnutrix, making her the ideal advocate for beauty and nutrition backed by science.

    Today’s skincare consumer is ingredient-conscious and seeks solutions that are effective and clinically validated. ‘Glow mode on’ reflects this demand with Chicnutrix glow, powered by Opitac Glutathione from Japan, the global gold standard in skin health, along with Vitamin C. Together, these ingredients target dullness, pigmentation, and uneven tone, delivering brighter, clearer, and naturally radiant skin from within.

    The campaign blends live action with Japanese anime to create a striking visual narrative. In the film, Sreeleela appears as a radiant force whose Glow transforms into a shield, defeating the villains of pigmentation and dullness, protecting her from external stressors, and amplifying her inner beauty.

    Chicnutrix, ceo, Shilpa Khanna Thakkar said, “Glow Mode On isn’t just a campaign, it’s a movement that speaks to every modern woman who knows true beauty starts from within. With Sreeleela, we have the perfect face to deliver this message with both glamour and credibility. She represents the balance of science and style that Chicnutrix stands for.”

    Speaking about her association, Sreeleela said, “For me, true beauty is about feeling confident in your own skin, inside and out. Chicnutrix glow combines clinically proven ingredients like Opitac glutathione and Vitamin C in a way that is simple, fun, and effective. I am delighted to be part of this campaign that encourages women to switch their Glow Mode On and embrace wellness as a lifestyle.”

    The ‘Glow Mode On’ campaign is now live across social media platforms, carrying the bold message that with Chicnutrix: Glow mode on is equal to skin problems off.

  • Kaya finds its true glow with Fatima Sana Shaikh as brand ambassador

    Kaya finds its true glow with Fatima Sana Shaikh as brand ambassador

    MUMBAI: When science meets stardom, the glow is hard to miss. Marico Limited has announced actor Fatima Sana Shaikh as the new brand ambassador for its Kaya range of skincare products, bringing together 20-plus years of dermatological expertise and a star known for her bold, authentic persona.

    Kaya, trusted for formulations designed specifically for Indian skin, boasts a portfolio of over 75 products spanning acne care, sun protection, anti-ageing, pigmentation, hair, and body solutions. The brand’s dermat-led approach aims to simplify routines while delivering visible results cutting through the clutter of skincare trends that often leave consumers confused.

    For Marico, the move signals a fresh chapter for Kaya. Marico executive vice president and head of beauty & styling digital business Akash Banerji said Fatima embodies “confidence, relatability, and a progressive take on beauty,” qualities that resonate with today’s informed yet overwhelmed skincare audience. He added that Kaya’s mission remains simple: science should empower, not complicate.

    Fatima echoed this sentiment, saying Kaya stood out because it “cuts through the noise” with products co-created with dermatologists and built on trust. For her, authentic beauty is about confidence and clarity, not chasing fleeting trends.

    With this partnership, Kaya looks to sharpen its storytelling edge while reinforcing its credibility as a science-backed, results-driven skincare brand. In an industry crowded with quick fixes, its pitch is clear, stop second-guessing, trust the experts, and let confidence be the true glow-up.

  • Pee Safe’s new DVC champions toilet hygiene, one spray at a time

    Pee Safe’s new DVC champions toilet hygiene, one spray at a time

    MUMBAI: Think your spotless toilet at home is squeaky clean? Think again. Pee Safe, India’s leading hygiene and wellness brand, is out to change the way the country views bathroom hygiene with its new digital video campaign: “Hygiene ki aadat banao, Pee Safe ke saath.”

    This isn’t just another health PSA. It’s a call for a culture shift. The campaign highlights a blind spot in everyday hygiene: while people are cautious about using public toilets, they often overlook the invisible germs lurking on toilet seats in their own homes.

    “A toilet that looks clean can still be teeming with bacteria,” said Pee Safe, founder, Vikas Bagaria. “We want people to understand that hygiene doesn’t end at what the eye can see. Sanitising toilet seats should be as routine as brushing your teeth.”

    Backed by data showing India’s female workforce participation rising to 40.3% in 2023–24, the campaign also underscores the increased exposure to shared work and public restrooms. With more women navigating dynamic environments, Pee Safe is championing a hygiene habit that supports both health and confidence.

    But the initiative isn’t just for office-goers or commuters. It’s inclusive and family-focused, targeting everyone: men, women, and children with a simple, powerful message: sanitisation is self-care.

    By encouraging Indians to adopt toilet seat sanitisation as a daily ritual, the campaign aims to make the act as instinctive as washing hands. With this bold push, Pee Safe hopes to spray away old habits and usher in a new era of mindful, everyday hygiene.

  • Zappfresh serves up IPO feast with Rs 59 crore issue on BSE SME platform

    Zappfresh serves up IPO feast with Rs 59 crore issue on BSE SME platform

    MUMBAI: When the meat is this fresh, even the markets want a bite. DSM Fresh Food Limited, better known by its consumer brand Zappfresh, is sharpening its knives for a stock market debut with a Rs 59.06 crore IPO on the BSE SME platform.

    The issue opens on Friday, 26 September 2025, and closes on Tuesday, 30 September 2025, with a price band of Rs 96–Rs 101 per share. Anchor investors will get first dibs on 25 September, a day ahead of the public opening.

    The offering comprises 59,06,400 equity shares of face value Rs 10 each. Out of these, 3,31,200 shares (Rs 3.34 crore) are reserved for the market maker, leaving a net issue of 55,75,200 shares (Rs 56.3 crore). The allocation structure follows SEBI’s book-building rules:

    . Up to 50 per cent for Qualified Institutional Buyers (QIBs), with up to 60 per cent of this portion available to anchor investors.

    . At least 15 per cent for Non-Institutional Investors (NIIs), with sub-categories for bids above and below Rs 10 lakh.

    . Not less than 35 per cent for Retail Individual Investors.

    Founded in 2015, Zappfresh has carved out a niche in India’s fragmented meat market with an integrated supply chain spanning sourcing, processing, cold storage and distribution. Its omnichannel model serves both B2C consumers and B2B Horeca clients across chicken, mutton, seafood, and ready-to-cook/eat products.

    Proceeds from the IPO will fund growth and expansion, including Rs 25 crore for working capital, Rs 15 crore for marketing, Rs 11 crore for capex, and Rs 3 crore for acquisitions. The balance will go toward general corporate purposes.

    Narnolia Financial Services Limited is the sole book running lead manager.

    With its promise of “fresh, hygienic, worry-free meat”, Zappfresh is looking to slice into India’s equity appetite just as it has cut through the clutter of the butcher’s market. The question is: will investors find the flavour worth savouring?
     

  • Bright sparks ad buzz with Diwali-ready 360 degree festive campaigns

    Bright sparks ad buzz with Diwali-ready 360 degree festive campaigns

    MUMBAI: When the diyas go up, so do the billboards and Bright Outdoor Media Limited is making sure this Diwali is as dazzling on the streets as it is at home. With a 360° marketing push, the company is rolling out a festive firecracker of campaigns designed to help brands shine brighter during India’s biggest shopping and celebration season.

    At the heart of Bright’s strategy is its network of 50 plus large-format digital LED screens across Mumbai, built to deliver high-impact motion-led campaigns that can’t be missed. Tailored festive pricing ensures that brands maximise their visibility just when consumer sentiment peaks.

    Static billboards, meanwhile, are being deployed across Tier II and Tier III cities, where festive rushes make premium locations ripe for recall. And with Diwali weekends packed with blockbuster films, Bright is also leveraging cinema screens both multiplexes and single screens to deepen brand resonance with family audiences.

    The festive footprint extends further with transit media from bus wraps and metro services to cab branding ensuring brand messages follow consumers on their shopping and travel routes. On the digital front, Bright is sharpening its OTT advertising solutions, keeping pace with surging festive streaming habits.

    But the strategy isn’t limited to conventional placements. Bright is curating real-world experiences, from a Real Estate Expo in Borivali to an awards night for the Gujarati and Marwari business community, giving brands direct access to niche yet influential audiences. The company is also acting as official outdoor partner for Navratri and cultural festivals, doubling down on community-centric visibility.

    Even print retains its spotlight, with Bright offering industry-specific campaigns across leading publications where credibility and clarity still cut through festive clutter. Add to this a robust celebrity and influencer network, and Bright ensures festive ads don’t just reach audiences, they stick.

    “Diwali is more than a festival, it’s a time of connection, celebration, and joy,” said Bright Outdoor Media CMD Yogesh Lakhani. “Our 360° framework combines traditional and digital platforms with creativity and precision to ensure campaigns don’t just reach, they resonate.”

    From store launches and product unveilings to film promotions, Bright’s media professionals are turning festive season into a brand showcase, one LED, billboard, bus, reel, and reel star at a time.

  • Zoff adds spice to digital with chef Natasha Gandhi as first ambassador

    Zoff adds spice to digital with chef Natasha Gandhi as first ambassador

    MUMBAI: When it comes to adding flavour, Zoff Foods has turned up the heat by roping in Masterchef India Season 6 finalist and Forbes India Top 100 digital star, chef Natasha Gandhi, as its first digital ambassador.

    The move marks a milestone in Zoff’s next growth phase, coming on the heels of its expansion into ready-to-cook gravies and offline retail tie-ups with Reliance Retail and D-Mart. For one of India’s fastest-growing spice brands, the collaboration is all about blending innovation with scale and adding a dash of star power to its storytelling.

    Chef Natasha Gandhi, who is also the founder of House of Millets, brings with her a reputation for healthy, millet-based recipes and clean-label cooking. Her digital presence resonates strongly with young households seeking authenticity and convenience, a perfect match for Zoff’s vision of making modern Indian kitchens both healthier and easier to manage.

    From whole and powdered spices to gourmet essentials, Zoff’s portfolio is designed for India’s evolving tastes. With Natasha’s recipes and digital voice anchoring campaigns, including past hits like #UnfilteredBandhan and #goldenglowwithzoff, the brand hopes to spark new consumer movements around flavour, health, and convenience.

    “For us, it’s about empowering every home cook,” said Zoff Foods co-founder Akash Agrawalla. “With Natasha’s expertise and relatability, we see an opportunity to inspire households to put on their chef hats and trust Zoff as a kitchen partner.”

    Chef Natasha echoed the sentiment: “This is not just about recipes, it’s about inspiring Indian households to embrace healthy eating and making flavourful cooking effortless. Zoff stands for purity and innovation, which is exactly what people want.”

    With 450 plus products across skincare, haircare, bath and body already under its belt, Zoff’s foray into digital-first food storytelling looks set to redefine the spice aisle, one millet recipe at a time.