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  • Eastern’s new campaign stirs Kerala’s age-old love affair with sambar

    Eastern’s new campaign stirs Kerala’s age-old love affair with sambar

    MUMBAI: Now here’s some food for thought: Eastern, Kerala’s leading spice and masala brand, is stirring the pot with its new campaign “Sambar Poru” (Battle of Sambar). The playful film celebrates the state’s age-old love affair with sambar, a dish that comes in as many variations as Kerala has districts.

    The brand’s consumer research revealed two camps of loyalists: those who swear by the classic balanced version, and those who prefer the punchier kayampodi (asafoetida-heavy) profile. Rather than choosing sides, the brand is embracing both, spotlighting its Sambar Powder and Thani Nadan Sambar Powder.

    The TVC brings this to life through a light-hearted culinary face-off between a mother and daughter, each defending her sambar style. As relatives gather and the son-in-law plays the enthusiastic referee, both sambars win equal love.

    “Kerala’s love for sambar is as nuanced and diverse as the state itself- shaped by tradition and generations of homegrown recipes,” said Girish Nair, CEO of eastern business unit. “This campaign is a tribute to the regional pride and varied choices we see in kitchens across the state.”

    Elango M, vice president of FCB India added, “From the length and breadth of Kerala, there are different types of Sambar! It’s a very versatile dish, so in our campaign, the task was to show that Eastern caters to different preferences. So, we created the ‘Battle of Sambar’ as the creative device [sic].”

    Running from 21 August to 15 September across TV, radio, cinema, digital and on-ground activations, the campaign promises to keep Kerala talking and tasting.

  • Shraddha Kapoor fronts Eureka Forbes’ ‘Chakachak Clean’ campaign

    Shraddha Kapoor fronts Eureka Forbes’ ‘Chakachak Clean’ campaign

    MUMBAI: Eureka Forbes, one of India’s most  trusted names in home health and hygiene, has roped in the Stree 2 actor to front its latest ‘Chakachak Clean’ campaign. The spotlight is on the Forbes Smartclean Robotic Vacuum Cleaner: a sleek device promising 99.9% dirt removal, hard-to-reach corner coverage, pet hair pick-up, and even wet mopping, all at the tap of a phone.

    In the campaign film, Kapoor personifies the brand’s vision of modern, effortless living: vibrant, fuss-free, and, of course, chakachak. Much like the robotic cleaner, she glides with ease, showing how keeping a home spotless no longer needs to feel like a chore.

    “Cleanliness in Indian homes has often been seen as a chore, but with Shraddha Kapoor and Forbes Smartclean, we are reframing it as effortless, essential, and empowering,” said Eureka Forbes, chief growth officer, Anurag Kumar. “The Forbes Smartclean robotic vacuum cleaner is a powerful device that delivers the highest level of clean- Chakachak Clean, in every home.”

    Echoing the sentiment, Kapoor added, “With innovations like the Forbes Smartclean Robotics range, which blends intelligent technology with effortless convenience, Eureka Forbes is redefining the future of home hygiene.”

     

  • Game on as Sportz Interactive’s Hackathon scores with GenAI fan tech

    Game on as Sportz Interactive’s Hackathon scores with GenAI fan tech

    MUMBAI: Whistles, cheers, and a whole lot of code Sportz Interactive (SI) turned its Mumbai HQ into a digital stadium as the final of its 2025 Hackathon kicked off with innovations that could change how fans watch, play, and engage with sport. In just 48 hours, 17 teams pulled off a blitz of GenAI-fuelled creations, with five standout groups making it to the finale. The line-up of ideas read like a wishlist for sports fans: an AI-powered content management system that cuts costs and boosts speed, a design and calendar assistant that converts live sports data into campaign-ready graphics, and a GenAI “factory” that transforms plain text into mini-games within minutes.

    Not to be outdone, another team showcased an intelligent cricket coverage platform delivering real-time analysis, while a plug-and-play trivia widget promised to keep digital audiences hooked with personalised, context-aware questions fuelled by SI’s proprietary sports data.

    The finale itself felt more like a festival than a boardroom. SI’s in-house band, The SIgnature, opened the day with live renditions of crowd favourites before the coding stars took the field.

    A judging panel featuring Jake Lush McCrum (CEO, Rajasthan Royals), Binda Dey (Group CMO, Knight Riders Sports), sports broadcaster Jatin Sapru, and Nikhil Raghavan (Partner, Marathon Edge) joined SI’s top brass Arvind Iyengar (Chairman) and Siddharth Raman (CEO) in picking the winners.

    “This year’s Hackathon was a clear signal that GenAI is the MVP of the future of fan engagement,” said Raman, adding that the showcased solutions were “a direct look at how sports organisations can connect with audiences in smarter, more meaningful ways.”

    For SI, the event wasn’t just about innovation in theory, it was about testing how AI, sport, and storytelling can collide to create the next era of immersive fan experiences. Judging by the energy in the room, it looks like the future of fandom just got its own highlight reel.

  • Say cheese as Go joins Super Dancer 5 to celebrate mums and kids

    Say cheese as Go joins Super Dancer 5 to celebrate mums and kids

    MUMBAI: Lights, camera, cheddar! India’s beloved dairy darling Go Cheese has found its perfect dance partner in Super Dancer Chapter 5, Sony Entertainment Television’s homegrown reality blockbuster. The association, announced mid-season, promises a mix of cheesy indulgence and heartfelt family entertainment.

    Premiering 19 July, the fifth chapter of the hit franchise has already been trending with its unique theme celebrating the bond between mothers and children, a narrative that fits like mozzarella on pizza with Go Cheese’s family-first ethos. Just as mums are the ultimate cheerleaders for their kids on stage, Go Cheese champions everyday family moments at the dining table.

    The season is packed with high-octane performances, emotional narratives, and pint-sized prodigies who have already gathered fan armies on social media. Now, with Go Cheese in the mix, viewers can expect branded challenges, snackable content, and clever product integrations designed to showcase how cheese can transform both family meals and living-room celebrations.

    “Go Cheese has always been about bringing families together through taste and shared moments. Our association with Super Dancer Chapter 5 is a natural extension of our bond with modern families, especially mothers who nurture talent and celebrate uniqueness,” said Parag Milk Foods Ltd executive director Akshali Shah.

    The partnership also highlights Go Cheese’s ongoing mission to stay relevant in pop culture through engaging storytelling. From Sonyliv streams to living-room screens across India, the collaboration makes sure the brand is as much a part of the evening as the applause, the tears, and the dance-floor thrills.

    For audiences, it’s a season where twirls meet tangy cheese slices, and every performance promises not just a standing ovation but a slice of something deliciously familiar.

  • Suppandi scores big as CIBIL marks 25 years with comic twist

    Suppandi scores big as CIBIL marks 25 years with comic twist

    MUMBAI: Who knew a credit score could be comic gold? As Transunion CIBIL celebrates 25 years of building India’s credit backbone, it has teamed up with Amar Chitra Katha’s Tinkle to launch ‘CIBIL Ki Kahaniyan’, where everyone’s favourite dim-witted genius Suppandi moonlights as a financial literacy guru.

    The special comic sees Suppandi joined by Simran, his finance-savvy friend, and MyCIBIL, a personification of the credit score itself. Together, the trio use humour to unravel how credit works, why scores matter, and how responsible borrowing can shape futures. With nostalgia for grown-ups and fun for first-time earners, the campaign turns credit literacy into light reading.

    The comic book is just one part of a larger silver jubilee push. The outreach spans print, social media, and a multi-city radio campaign, all tied together by the tagline: “Sahi CIBIL Score, Badhaaye Khushi Ka Score”. The message is clear: a healthy score isn’t just a number, it’s a ticket to dreams, from a first home to higher education.

    And CIBIL’s track record is as impressive as its storytelling makeover. In 25 years, the bureau has partnered with 7,000 plus institutions, with over 164 million Indians self-monitoring their credit scores as of July 2025. Across two decades, more than 700 million individuals have gained access to formal credit, alongside 36 million commercial entities and 85 million active microfinance borrowers.

    Perhaps most striking is the gender shift: in just 10 years, 118 million women have entered the formal credit system, fuelling financial independence across households. Younger borrowers are also surging, thanks to targeted outreach and digital onboarding.

    “This milestone is not just about time, it’s about trust,” said Transunion CIBIL MD & CEO Bhavesh Jain who called the campaign a way to blend progress with personal stories of resilience and aspiration.

    Meanwhile, Tinkle editor-in-chief Gayathri Chandrasekaran admits her own team now checks their CIBIL scores after crafting the comic: “Suppandi was the perfect pick to make finance fun.”

    For a nation where finance often feels intimidating, Suppandi’s misadventures may just make credit confidence the next household story.

  • Namma Desha, Namma Hemme: Colors Kannada observes I-Day with cultural campaign

    Namma Desha, Namma Hemme: Colors Kannada observes I-Day with cultural campaign

    MUMBAI: Colors Kannada turned this Independence Day into a state-wide celebration of culture, pride and patriotism with its campaign “Namma Desha, Namma Hemme” (Our Country, Our Pride).

    For the second year running, Karnataka’s acclaimed general entertainment channel (GEC) went beyond the screen, sending its artists back to their roots. From schools in Mysuru to temples in Mangaluru, flag-hoisting in Bidar to cultural activities in Kodagu, the initiative united communities across all 31 districts.

    Artists including Bigg Boss Kannada fame Trivikram, Bhavya Gowda, Manoj Kumar, Shilpa Kamath, Sukrutha Nag and many more took centre stage in their hometowns, weaving together tradition, performance and local pride.

    “For us, Independence Day is not just a celebration, but a reminder of what binds us together as a nation. With Namma Desha, Namma Hemme, we wanted to go beyond the screen and truly connect with people across every district of Karnataka,” said a Colors Kannada spokesperson. “With Namma Desha, Namma Hemme, we wanted to go beyond the screen and truly connect with people across every district of Karnataka. This campaign is a reflection of Colors Kannada’s deep cultural rootedness taking our artists back to the communities they come from, sharing in their pride, and celebrating our unity in diversity. The overwhelming response reinforces that when entertainment is rooted in culture and community, it creates lasting impact.”

    And the numbers echo that sentiment. The campaign drew 5 million views on Colors Kannada’s social platforms, while on-ground celebrations reached over 1 lakh viewers and 30,000 households. On Instagram alone, the six promos pulled in a cool 13k–18k views each.

    By mixing patriotism with local flavour, the GEC once again proved that Independence Day isn’t just about hoisting the flag, it’s about hoisting community spirit too.
     

  • Taapsee Pannu gives Yakult’s gut-feeling rebrand a healthy new boost

    Taapsee Pannu gives Yakult’s gut-feeling rebrand a healthy new boost

    New Delhi: Talk about going with your gut! Yakult has signed Bollywood actor Taapsee Pannu as its new brand ambassador, fuelling a bold rebranding push with a big target: double-digit annual growth right through to 2030.

    The probiotic giant, known for its tiny bottles packed with billions of “good bacteria”, has come a long way since it first arrived in India in 2008. Now available in nearly 700 cities, Yakult has turned digestive health into a household conversation, thanks to its iconic “Yakult Ladies”, who deliver door-to-door while educating families about gut wellness.

    Pannu, whose family are long-time Yakult drinkers, says the partnership feels personal. “My family has been enjoying Yakult for years, especially my mom, and I’ve seen first-hand how small, consistent habits can make a big difference. I truly believe that good health starts in the gut, and Yakult is such an easy, tasty way to include that in our daily routine…” she said.

    Yakult Danone India’s managing director, Eiji Amano, is betting on that simplicity. “India has shown remarkable growth potential for Yakult over the last 17 years. From a nascent category in 2008 to a rapidly expanding market today, Yakult has continuously won consumer trust,” he noted.

    “Our next milestone of achieving double-digit growth every year until 2030 reflects the growing demand for probiotics and the confidence we have in the Indian market,” added Amano.

    Beyond the buzzwords and witty marketing, Yakult banks on real science. Yakult contains over 6.5 billion ‘Lactobacillus casei Shirota’ probiotics per bottle, clinically proven to boost digestion and nutrient absorption. “It is a daily catalyst that improves the effectiveness of our diet by enhancing the absorption of nutrients in the gut,” explained Dr Neerja Hajela, the company’s chief science officer (CSO).

    With India’s probiotics drink market projected to balloon from Rs 1,348.8 million in 2024 to nearly Rs 5,778.9 million by 2033, Yakult clearly sees fertile ground. Taku Otsuka, the brand’s director – sales, PR & marketing noted the brand will keep innovating with marketing, on-ground activities, and consumer outreach to make probiotics as normal as a morning cup of chai.

    And in a country embracing health-conscious living like never before, Yakult’s new chapter, with Taapsee Pannu leading the charge, may just prove that good vibes (and good health) really do come from within. 

  • Parle rules the roost as Britannia bags snack crown in Brand Footprint 2025

    Parle rules the roost as Britannia bags snack crown in Brand Footprint 2025

    MUMBAI: Looks like Parle still has India eating out of its hand. The biscuit-to-snack giant has once again topped the charts as the most chosen in-home FMCG brand, retaining its #1 spot for the 13th year running with a whopping 8,605 million Consumer Reach Points (CRPs), according to Worldpanel by Numerator’s Brand Footprint India 2025. Right on its heels was Britannia at 8,241m CRPs, while dairy heavyweight Amul secured third place with 6,517m CRPs. Clinic Plus held steady at #4, but the real climber was Surf Excel, which finally scrubbed its way into the Top 5 in-home brands with 3,438m CRPs, rising from #8 in 2023 to #5 this year.

    Haldiram’s pulled off a masala move, breaking into the Top 10 in-home list for the first time, climbing from #19 in 2023 to #10 this year with 2,513m CRPs. Other standout performers included Balaji, which expanded its rural snack pack reach adding 10 million shoppers ( plus 22 per cent CRP growth), and Godrej Expert Crème, which boosted its shopper base by 15 million (plus 37 per cent CRP growth).

    When it comes to out-of-home (OOH) snacking, Britannia kept its crown with 655m CRPs, but it was Balaji that made the biggest crunch, jumping to #2 with 510m CRPs, followed by Haldiram’s (460m), Cadbury (458m), and Parle (299m). Amul also rose to #6, riding a creamy plus 19 per cent CRP growth.

    While FMCG brand choices in India grew in 2024, the pace was slower, dragged by a food and beverage sector slowdown. Yet, India continues to outpace global averages: 60:40 odds of growth here, compared to 50:50 worldwide. Interestingly, smaller brands are punching above their weight, showing higher CRP growth, while big players slow down.

    “Growth comes from expanding the shopper base, whether through innovation, new formats or deeper rural reach. India remains a vibrant market with challenger brands steadily gaining ground,” said Worldpanel by Numerator MD for South Asia K. Ramakrishnan.

    With 414 brands across foods, home care, beauty, beverages and dairy in the study, the 2025 report confirms what Indians have always known whether at home or out, their brand loyalties are built bite by bite.

  • Ruralshores takes the Singhal route to global growth with new Group CEO

    Ruralshores takes the Singhal route to global growth with new Group CEO

    MUMBAI: From villages to boardrooms, Ruralshores is ready to go big and it has found its navigator. The rural outsourcing pioneer has appointed Tarun Singhal as group CEO of Ruralshores Integrated Business, signalling a bold new phase of AI-led transformation and global expansion. The company, already the world’s largest rural digital operations firm, employs over 3,500 colleagues across 14 centres nationwide. With Singhal at the helm, the focus sharpens on scaling Ruralshores’ “Scalable Workforce-as-a-Service” model, a unique blend of tech, talent and social impact designed to deliver value for global clients while empowering rural youth.

    Singhal arrives with heavyweight credentials, having driven digital transformation and international client growth at HCL and Sopra Steria. A recognised voice in Gen-AI strategy and digital innovation, he brings both gravitas and energy to a company that has long championed the marriage of cutting-edge tech with grassroots opportunity.

    “This is not just a transition, it is a launchpad,” said Ruralshores co-founder and director Murali Vullaganti hailing the appointment as a turning point in Ruralshores’ journey.

    For his part, Singhal painted a vision of rural India powering global digital ambitions: “Teams are geared up to revolutionise rural operations with AI-enabled, ESG-supported, data-driven services, aligned with the vision of Viksit Bharat. We’re set to transform work in complex, underserved environments, harnessing rural India’s exceptional talent.”

    With its unique dual promise reducing costs for startups and enterprises while maximising social impact Ruralshores is betting that its rural workforce model can be scaled into a global movement. And with Singhal now in the driver’s seat, the road ahead looks set to be both inclusive and innovative.

  • Bigg Boss 19 gets a full house of sponsors before drama even begins

    Bigg Boss 19 gets a full house of sponsors before drama even begins

    MUMBAI: Before a single fight erupts or a tear is shed, Bigg Boss 19 has already pulled off its first big win, a full house of nine heavyweight sponsors, proving its unmatched pull in India’s reality TV arena. Premiering Sunday, 24 August 2025, across JioHotstar (9 pm) and Colors (10.30 pm), the Salman Khan-hosted show enters its 19th season with the theme “Gharwalon Ki Sarkaar”, where for the first time in the franchise’s history housemates hold the power to make decisions. The Parliament-inspired house promises a cocktail of people politics, power plays and unpredictable twists, all with unfiltered consequences.

    On the advertiser side, the line-up is as eclectic as the show’s contestants: Vaseline, Appy Fizz, Danube Properties, Flipkart, Citroën, Silver Coin Atta, Manforce, Lakmé Peach Milk, and Haier. From FMCG giants to auto brands, the mix underscores the show’s rare ability to capture consumer attention across categories.

    “Bigg Boss remains the top choice for brands seeking unparalleled reach,” said JioStar head of revenue for entertainment Mahesh Shetty adding that its seamless integrations deliver “unmatched value for both audiences and advertisers.”

    Returning sponsor Vaseline is back as co-presenting partner, with HUL’s Pratik Ved calling the association “a platform to showcase its upgraded product portfolio while staying India’s official skincare partner.” Meanwhile, Appy Fizz’s Nadia Chauhan dubbed the show “culturally relevant rocket fuel” for brand engagement, while Danube Group’s Rizwan Sajan highlighted last season’s “record-breaking global viewership” as reason to double down.

    Auto major Citroën, rolling out its India 2.0 strategy, sees the show’s raw energy as the perfect match for its refreshed product line-up, with Citroën MD Shailesh Hazela saying it allows the brand to “embed itself into the rhythm of Indian lives.”

    With 18 years of dominance, a 24×7 live feed, and its enduring power to spark conversation across 240 plus countries via JioHotstar, Bigg Boss 19 isn’t just a show, it’s India’s biggest pop culture juggernaut. And this year, the nation’s “gharwalas” get the gavel.