Tag: Virat Kohli

ICC Champions Trophy 2025 smashes viewership records in India

MUMBAI: The ICC Men’s Champions Trophy 2025 has knocked previous cricket viewership records for six, becoming the most-watched multi-nation cricket tournament ever in India, the ICC declared in a press release issued on 21 March. The eight-team competition outpaced the ICC Men’s Cricket World Cup 2023 by a whopping 23 per cent in TV ratings.

Indians devoured an eye-watering 250 billion minutes of cricket action across platforms during the tournament, with 137 billion minutes consumed on Star Sports and another 110 billion minutes on JioHotstar.

The India-New Zealand final played in Dubai on 9 March drew an extraordinary peak concurrency of 122 million live viewers on television and 61 million on JioHotstar—the highest digital viewership ever recorded for cricket. The match became the second-highest rated ODI in TV history outside of World Cup matches, with 230 million viewers tuning in and 53 billion minutes of watch-time across all platforms.

“The Champions Trophy made an amazing return after eight years and the viewership numbers from India have been overwhelming,” said an over-the-moon ICC chairman Jay Shah. “The incredible figures highlight the mass appeal that cricket has in India and how taking ICC events to audiences in different languages can significantly boost fan engagement.”

The group stage encounter between arch-rivals India and Pakistan—cricket’s equivalent of a bare-knuckle brawl—became one of the most-watched ODI matches in Indian history. The match clocked over 26 billion minutes of watch-time on linear TV, besting the countries’ 2023 World Cup clash by 10.8 per cent.

The Dubai contest on 23 February, which saw India maintain their hex over Pakistan in ICC tournaments thanks to Virat Kohli’s heroics, was watched by a staggering 206 million people on linear TV.

Jio Star chief executive for sports Sanjog Gupta couldn’t resist a bit of corporate chest-thumping: “This accomplishment is a result of the combined strength of the widest, most deeply penetrated multi-platform destination for sports, the fan-focussed story-telling approach of the JioStar ‘mega-casts’ and our superior technological capabilities.”

The extraordinary viewership was bolstered by rights holders JioStar’s comprehensive coverage strategy. Matches were broadcast in English, Hindi, Tamil, Telugu and Kannada on Star Sports and Sports 18 channels.

On digital platforms, the tournament was streamed across a record 16 feeds, including nine languages—English, Hindi, Marathi, Haryanvi, Bengali, Bhojpuri, Tamil, Telugu and Kannada—plus four multi-cam feeds, an Indian Sign Language feed and the Max View feed on JioHotstar.

India’s unbeaten run to the trophy certainly didn’t hurt viewing figures, with fans glued to screens throughout the tournament. The marketing campaign, targeting “differentiated audience segments with distinct persuasions across devices,” appears to have hit the sweet spot of the bat.

For advertisers who paid top rupee for spots during the tournament, the unprecedented viewership must feel like money well spent. For Indian cricket fans, it was simply another opportunity to indulge their national obsession—albeit in greater numbers than ever before.

March 22, 2025
Confirmtkt jumps aboard RCB’s train again, ready to bowl over cricket fans

MUMBAI: Ever had that sinking feeling of missing your train and the first ball of a crucial T20 match? Fret not! Confirmtkt has decided to play superhero again, renewing its partnership with Royal Challengers Bengaluru (RCB) to ensure cricket fans catch every delivery—whether it’s on the pitch or at the platform. Talk about keeping fans on the right track!

Announced on 18 March 2025, Confirmtkt proudly continues its innings as RCB’s official Train Ticketing Partner. Fans will now spot the Confirmtkt logo prominently flaunted on the sleeves of RCB’s official and training jerseys. Now, that’s one heck of a sleeve statement!

In this electrifying partnership, Confirmtkt rolls out an expansive 360-degree marketing campaign spanning television, outdoor, and digital platforms. Even better? Star players Virat Kohli, Rajat Patidar, and Krunal Pandya feature in these campaigns, making sure Confirmtkt and RCB remain a fan-favourite duo.

But wait, there’s more! Confirmtkt’s fan-loved, interactive in-app game, Ticket to Cricket, returns with even more excitement this year. The game, combined with social media contests, gives die-hard RCB fans a chance to win coveted match tickets, signed merchandise, and travel vouchers. Fancy a trip, anyone?

Expressing excitement, Ixigo Trains & Confirmtkt CEO Dinesh Kumar Kotha said, “We look forward to another exciting season with RCB as we continue to simplify travel for cricket fans. This collaboration goes beyond just the game – it’s about bringing the excitement of cricket into every journey. Whether fans are traveling to catch a live match or celebrating victories on the go, we want to be a part of their experience, ensuring they stay connected to the action both on and off the field.”

RCB’s COO Rajesh Menon added, “We’re thrilled to renew our partnership with Confirmtkt. This collaboration will bring the excitement of cricket to every journey, ensuring our fans stay connected to the action and their favourite team.”

As the T20 league storms into its 18 season—having pulled a massive viewership of over 54.6 crore last season—Confirmtkt gears up to keep the cricket fever sizzling long after the final match.

So, cricket buffs, are you ready to board the Confirmtkt express? This cricketing season, miss nothing—especially not your train.

March 18, 2025
JioStar launches ‘Yahaan Sab Possible Hai’ campaign for Tata IPL 2025, cricket icons take centre stage

MUMBAI: India’s cricket carnival is back with a bang as JioStar has unveiled its sizzling new campaign for the eighteenth edition of the Tata IPL. The official broadcast partner is pulling out all stops with its provocative new tagline ‘Yahaan Sab Possible Hai,’ promising fans a roller coaster of cricketing drama.

The campaign has hit the ground running with a star-studded lineup featuring the who’s who of Indian cricket. From Chennai’s evergreen mastermind MS Dhoni to Mumbai’s beloved Rohit Sharma, the advertisements have packed more star power than a galaxy.

“At JioStar, we believe in limitless possibilities,” said JioStar marketing head sports Vikram Passi, clearly bowled over by his own creation. “‘Yahaan Sab Possible Hai’ isn’t just a campaign — it’s a tribute to the passion, energy, and dreams that define this tournament. For 18 years, it’s been more than just cricket; it’s been a cultural force, uniting millions and bringing the nation to a standstill. This season, our campaign reflects this reality, ensuring every viewer — wherever they are — feels the power of what’s possible.”

The network has already unleashed three films that have set tongues wagging. ‘Goat vs Yoat’ pits the legendary Dhoni against Rajasthan’s skipper Sanju Samson in a cheeky debate about young sensation Vaibhav Suryavanshi.

“The Tata IPL has consistently been a springboard for talent over the years where we have seen many emerge on the big scene by helping their respective teams to the title. Winning this league is no mean feat but the fact that a teen like Vaibhav can also stake a claim to fame based on sheer talent is the charm of the league,” said Dhoni, for whom screen time is as easy as keeping behind the wickets after so many years of facing the camera.

“While winning the IPL is a dream, what I truly cherish is how the league gives us a chance to showcase our skills,” said Samson, clearly relishing his screen time with the CSK legend.

Mumbai Indians’ stars Rohit Sharma and Hardik Pandya feature in the aptly named ‘MI6 Possible’, a playful nod to the franchise’s quest for a record-extending sixth title. The film cheekily celebrates the camaraderie behind the team’s trophy-laden cabinet.

“Being a part of Mumbai Indians has always been an honour, and this new campaign film is a take on the belief that exists between us in the team and it’s that very spirit that’s helped us become one of the most successful teams in the league. It’s all in good fun, but the focus always is on contributing to the team’s success,” effuses the RoHitman.

“We wear the Mumbai Indians badge with immense pride,” gushed Pandya, who’s taken over the captaincy reins this season.

The third film follows RCB’s poster boy Virat Kohli experiencing cosmic coincidences with the number 18 during a café visit with his manager. The numerical omens have Kohli fans salivating at the prospect that this might – finally – be RCB’s year to lift the elusive trophy.

With half the franchises flaunting new skippers and revamped squads, the tournament promises more twists than a Bollywood blockbuster – fitting, as famed director Nitesh Tiwari of Dangal fame has helmed some of the campaign films.

The Tata IPL 2025 kicks off next month, and if JioStar’s fun campaign is anything to go by, cricket fans are in for an absolute treat. Yahaan sab possible hai, indeed!

To watch the MS Dhoni-Sanju Samson film click here
To watch the Rohit Sharma, Hardik Pandya and Suryakumar Yadav film click here
To watch the Virat Kohli film, click here

March 13, 2025
India vs Pakistan clash smashes TV records with 20.6 crore viewers

MUMBAI: There are rivalries, and then there’s this-India vs Pakistan, a battle that grips the subcontinent tighter than a Virat Kohli cover drive. The latest chapter of this age-old sporting saga was played out in the ICC Men’s Champions Trophy 2025, and, surprise, surprise-it shattered television records! JioStar, the broadcaster with a flair for the dramatic, powered the showdown to an eye-watering 20.6 crore TV viewers, making it the second most-watched cricket match in BARC history outside of World Cup games.

For a match hyped as The Greatest Rivalry by Star Sports since 2021, it sure lived up to its billing. The 23 February contest in Dubai even outperformed the high-stakes India-Pakistan face-off during the ICC Men’s Cricket World Cup 2023 in Ahmedabad, registering an 11 per cent higher TV rating (TVR). With a staggering 2609 crore minutes of TV watch-time logged, it was clear that cricket lovers weren’t just watching-they were glued to their screens as if their remotes had vanished into the couch abyss.

A JioStar – sports spokesperson, basking in the afterglow of this mammoth success, summed it up, “JioStar is scaling new heights as far as India’s experience of marquee sporting events is concerned. Combining the power of deep consumer focus, immersive storytelling, universalised access and incisive marketing, Star Sports has galvanised the interest in this age-old rivalry. We remain committed to serving fans, deepening fandom and recruiting new cohorts.”

And if the cricket wasn’t drama enough, the internet exploded when cameras panned to an iconic duo in the stands—former Indian captain MS Dhoni and Indian cinema’s very own Sunny Deol, casually enjoying the match. Because, honestly, what’s an Indo-Pak clash without some cinematic flair? Memes were minted, tweets were fired, and even those who had no idea about the match were suddenly very invested.

But JioStar didn’t just rely on the match to pull in viewers—it went full throttle with a pre-game content blitz. Star Sports rolled out an engaging line-up of shows, including Thank You Pakistan…Jeetega Hindustan, featuring cricketing legends Navjot Singh Sidhu, Yuvraj Singh, Shahid Afridi, and Inzamam-Ul-Haq. Meanwhile, Follow the Blues documented India’s meticulous preparations, ensuring fans were as hyped as an IPL auctioneer on caffeine. The build-up reached fever pitch on match day, kicking off with Dil Se India at 8:00 am, setting the stage for the epic clash.

Not to be left out, Oaksmith Cricket Live, Star Sports’ live pre, mid, and post-match show, also enjoyed its moment in the spotlight, drawing in 2.2 crore viewers who tuned in for expert analysis, insights, and, presumably, the occasional hyperbolic cricket metaphor.

And just when you thought the drama was over, the action is far from done. With Team India still undefeated, the Men in Blue are now set to take on New Zealand in the ICC Men’s Champions Trophy 2025 final on 9 March. With another shot at glory on the line, will India lift another ICC trophy, following their T20 World Cup 2024 triumph? Fans will find out soon enough when coverage kicks off at 8:00 am across the JioStar network.

Cancel those morning meetings, fake a cough, and restock on beers-cricket fever is about to hit like a Jasprit Bumrah yorker at 150 km/h.

March 7, 2025
Adidas kicks off game-changing campaign to back athletes with encouragement

MUMBAI: Adidas has launched a bold new chapter in its global brand campaign, reaffirming its commitment to reducing negative pressure in sport and championing the power of encouragement. Featuring India’s cricketing elite, the campaign aims to foster a culture where support, not criticism, fuels an athlete’s journey.

New global research has laid bare a troubling reality—four in five athletes endure unhelpful sideline behaviour, often leading them to abandon their sport altogether. Adidas is stepping in with a clear message: positivity matters. The campaign, ‘You Got This’, underscores the transformative power of encouragement in sports, proving that a well-timed word of support can turn self-doubt into confidence.

Set to launch ahead of the ICC Champions Trophy 2025, the campaign film stars India’s cricketing stalwarts—Hardik Pandya, Rohit Sharma, Suryakumar Yadav, Rishabh Pant, Kuldeep Yadav, and Virat Kohli. Adding an emotional punch, the film features a reimagined version of I’m Sticking With You by The Velvet Underground, produced by James Blake, capturing the essence of unwavering support from the sidelines.

Beyond the film, Adidas is introducing its sideline essentials, a toolkit offering practical guidance on how coaches, parents, supporters, and teammates can encourage athletes and help them thrive. This initiative stems from Adidas’ global study on the sideline effect, which examines the impact of both positive and negative sideline behaviours on athletes’ performance and mental well-being.

Adidas India GM Neelendra Singh reinforced the brand’s commitment to athlete support, stating, “At Adidas, we have always stood by our athletes, both on and off the field. Recognising that pressure is an inherent part of sport, our ‘You Got This’ campaign aims to inspire positive influence on every pitch, track, and court. A simple gesture of encouragement can transform self-doubt into confidence.”

The campaign will roll out across multiple media platforms worldwide, amplified further through retail activations that drive home Adidas’ mission: to make sports a space where encouragement outshines negativity. Because, in the end, a little bit of belief—especially from the sidelines—can change the game.

February 18, 2025
Star power dominates ads: Celebrity endorsements surge in 2024

MUMBAI: Celebrity endorsements remained the lifeblood of India’s advertising world in 2024, proving once again that a star-studded ad is worth its weight in gold. While brands pull every trick in the book to grab eyeballs, Indian cinema icons, cricketing heroes, and TV stars effortlessly steal the show. Because let’s face it—if Shah Rukh Khan tells you to buy a biscuit, you probably will.

The latest TAM AdEx-Rewinding year 2024 for Celebrity Endorsement spills the tea: celebrities shone in 30 per cent of all TV ads, with male film actors leading at 42 per cent. Star power isn’t just a marketing gimmick—it’s the secret sauce to making brands unforgettable. From daredevil action heroes to six-hitting cricketers, these celebs know how to work their magic.

The numbers tell an interesting story. Celebrity-led ad volume grew three per cent in 2024, though overall, the past three years saw some dips—down eight per cent in 2023 and six per cent in 2024 compared to 2022. Yet, brands are still betting big on famous faces.

The IPL season acted as a turbo boost, making April–June the golden quarter for ad volumes. If you watched TV, you likely saw Akshay Kumar’s megawatt grin or Shah Rukh Khan’s signature charm pushing a product your way. Resistance was futile.

What’s hot? Over the 50 per cent of celebrity-endorsed ads that belonged to three dominant sectors:

. Food & Beverages (24 per cent) – Because who can resist a snack endorsed by Indian cinema royalty?

. Personal Care & Hygiene (17 per cent) – Grooming advice from a glamorous star? Say no more.

. Household Products (11 per cent) – Even A-listers appreciate a squeaky-clean home.

Well who ruled the ad space? Some faces were simply everywhere. Akshay Kumar clocked in a mind-blowing 20 hours per day of ad visibility—essentially living in commercial breaks. Meanwhile, M.S. Dhoni played a different kind of innings, endorsing a whopping 52 brands like a true business strategist. And in the product category race, E-commerce Gaming emerged as the big winner, attracting the highest number of celebrity endorsements. Looks like stars aren’t just playing games on screen—they’re cashing in on them, too.

Brands love a power couple, and 2024 was the year they proved their worth. Leading the romance-meets-commerce charge were Akshay Kumar and Twinkle Khanna, holding a 17 per cent share of celebrity couple endorsements. Not far behind were Ranbir Kapoor and Alia Bhatt (14 per cent), followed by the ever-charming Anushka Sharma and Virat Kohli (13 per cent).

Together, these dynamic duos helped drive 50 per cent of all celebrity-led ads, proving that love might be priceless, but in the advertising world, it’s an absolute goldmine. When an Indian cinema star and a cricketing legend sell you something together, how can you possibly say no?

Also, It turns out, men and women have their own advertising niches. Male celebrities dominated Food & Beverage ads (59 per cent), while female stars ruled Personal Care & Hygiene (67 per cent)—because let’s face it, no one wants beard oil tips from Kiara Advani, and Alia Bhatt recommending a spicy chicken burger might feel oddly suspicious.

Meanwhile, the Agriculture, Telecom, and Media sectors remained a male-only club, as if female celebrities don’t know how to answer a phone or grow crops. Maybe it’s time to shake things up and give the audience a little variety. Just imagine Deepika Padukone selling tractor insurance—now that’s a campaign we’d love to see! Just a thought.

Final takeaway? Celebrities still rule! No matter how much the ad world changes, one thing stays constant—celebrities run the show. Whether it’s an Indian cinema megastar, a cricketing legend, or a TV heartthrob, brands will always bank on their charm. Love them or roll your eyes, celebrity ads are here to stay—because let’s be honest, they work.

February 6, 2025
CNN-News18 Indian of the Year 2024 to honour India’s icons on 17 January

MUMBAI: The wait is almost over!

CNN-News18 Indian of the Year (IOTY) 2024, the 14th edition of India’s most prestigious television awards, will unveil its winners on 17 January 2025, in a grand ceremony in New Delhi. With a legacy of honouring exceptional achievements, IOTY has become the ultimate stage for recognising those who’ve inspired, amazed, and made India proud.

From Shah Rukh Khan to Neeraj Chopra and Virat Kohli, past winners have embodied excellence. Who will join this elite club in 2024?

The awards span seven major categories—entertainment, sports, rising sports star, youth icon, business, climate warrior, and social change. These categories celebrate everything from cinematic brilliance to environmental activism.

Here’s the twist: 50 per cent of the decision lies with you, the audience, while an illustrious jury panel decides the rest. The jury includes heavyweights like Sanjiv Goenka, Harish Salve, Ramesh Sippy, and more. What’s your pick for the winners?

The spotlight will shine on some of the biggest names:

● Sports: Olympic stars like Manu Bhaker and cricketers like Jasprit Bumrah.

● Entertainment: Powerhouses like Shraddha Kapoor, Vijay Sethupathi, and Pankaj Tripathi.

● Youth Icons: Vicky Kaushal and rising entrepreneur Nikhil Kamath.

● Business Leaders: Visionaries like Deepinder Goyal (Zomato CEO) and Bhavish Aggarwal (Ola CEO).

But it’s not just the glitz and glamour. Climate warriors like Vinisha Umashankar and changemakers like Palak Muchhal in Social Change are also vying for honours.

What makes IOTY stand out?

Network18 CEO – english & business news, Smriti Mehra nailed it when she said, “The immense popularity of Indian of the Year lies in its legacy of recognising and celebrating excellence over the past thirteen editions. From icons such as Shah Rukh Khan and Neeraj Chopra to visionary leaders such as Narendra Modi and Manmohan Singh, our past winners have truly embodied the spirit of the Indian of the Year title. This platform has become a hallmark of achievement, inspiring audiences and delivering unparalleled value to the brands that associate with it.”

Meanwhile, CNN-News18 managing editor Zakka Jacob added, “The awards evening will be a gathering of the greatest of Indians who have made the country proud over the past year. As we step into the new year, it’s important to look back at the achievements of the past year that hold significance for us as a nation. We are excited to celebrate the remarkable contributions of those who rose above challenges and inspired next generations.”

The event, hosted by CNN-News18, promises a glittering display of India’s best and brightest. Catch the action at 6 pm on 17 January on CNN-News18 or via live stream on www.indianoftheyear.com.

Who will walk away with the title? Will it be a star athlete, an inspiring climate activist, or a business mogul? Join the conversation and don’t miss the magic of India’s achievers being celebrated.

January 16, 2025
CNN-News18 Indian of the Year is back to recognise achievements of exceptional Indians

MUMBAI: CNN-News18 has returned with the fourteenthh edition of its highly anticipated flagship awards platform, Indian of the Year (IOTY). Regarded as India’s biggest and most credible news television awards, IOTY celebrates exceptional achievements of Indians who are inspiring the world through their triumphs. The recent editions have seen names such as Shah Rukh Khan, Neeraj Chopra and Virat Kohli as the winners of the coveted title of Indian of the Year.

CNN-News18 Indian of the Year 2024 awards are set to honor individuals in seven categories: entertainment, sports, rising sports star, youth icon, business, climate warrior, and social change. Each category includes five nominees whose work in the past year has made a significant impact, reaching new heights and inspiring generations to come.

In the sports category, nominees include India’s Olympic medalists Manu Bhaker, Swapnil Kusale, PR Sreejesh and cricketers Jasprit Bumrah and Smriti Mandhana.

The rising sports stars category has Aman Sehrawat, D Gukesh, Abhishek Sharma, Smriti Mehra, Shafali Verma and Sarabjot Singh as the nominees.

The star-studded nominees in the entertainment category include Shraddha Kapoor, Vijay Sethupathi, Pankaj Tripathi, Fahadh Faasil, and the Laapata Ladies team.

The youth Icon category features Vicky Kaushal, Janhvi Kapoor, Nikhil Kamath, Nancy Tyagi and Jaya Kishori.

Zomato CEO Deepinder Goyal, Ola CEO Bhavish Aggarwal, Bajaj Auto MD Rajiv Bajaj, Team HAL and Apollo Hospitals JMD Dr Sangita Reddy are nominated in the business category.

In the climate warrior category, UNICEF India’s youth advocate Vinisha Umashankar, climate change activist Hina Saifi, sustainability activist Soumya Ranjan Biswal, environmentalist Chami Murmu and entrepreneur Kriti Tula are nominated.

The social change category includes nominees such as Women in Cinema Collective, social activists Tatwashil Kamble & Ashok Tangade, singer and philanthropist Palak Muchhal, and change makers Adhik Kadam and Laljibhai Prajapati.

The jury for this edition comprises environmental activist Afroze Shah, former solicitor general of India Harish Salve and former judge of the supreme court of India Indu Malhotra.

Network18 CEO Smriti Mehra – English & Business News said: “CNN-News18 Indian of the Year is a marquee recognition that resonates deeply with audiences across the country. Its immense popularity stems from a legacy of celebrating excellence, making it a trusted platform that not only inspires viewers but also delivers unmatched value to brands that associate with it.”

CNN-News18 managing editor Zakka Jacob added: “Built on the success of its past blockbuster editions, Indian of the Year has cemented its place as India’s premier recognition platform. With a history of honouring icons who define the nation’s spirit, this edition promises to elevate the legacy, showcasing stories that continue to inspire and unite.”

The selection process will be a mix of both jury and public voting; with 50 per cent of the decision-making power given to the audience, and the remaining 50 per cent is entrusted to the jury, striking a balance between collective choice of the masses and the discerning eye of experts.

RP-Sanjiv Goenka group is the presenting partner and Reliance Industries is the associate partner for this edition of CNN-News18 Indian of the Year.

The voting process and jury round will culminate in a spectacular grand finale where the winners will be revealed and honoured.

To vote for your favourite nominee, please visit www.indianoftheyear.com

December 3, 2024
Essilor launches new Varilux campaign featuring Virat Kohli

Mumbai: Essilor, a prescription lenses brand, has launched their new Varilux campaign featuring the India brand face Virat Kohli. The campaign aims to establish Varilux progressive lenses as a perfect vision correction solution for consumers over age 40 affected by presbyopia.

The campaign showcases Virat Kohli as the evangelist and advocate for Varilux progressive lenses, recommending Varilux to his coach, for sharp vision at every distance.

Invented in 1959 in France, Varilux is a progressive lens brand worldwide that offers instant sharp focus from near to far. A single Varilux lens can combine up to 30 patents and the Varilux XR series lens is the latest innovation engineered with AI technology.

October 17, 2024
Blue Tribe unveils its latest ad campaign

Mumbai: Blue Tribe, a plant-based food innovation brand, has launched a new ad campaign featuring Anushka Sharma and Virat Kohli. The couple, known for their commitment to sustainability, represents Blue Tribe’s goal of mainstreaming plant-based eating.

The campaign promotes the benefits of plant-based options, focusing on the brand’s latest product — no maida Soya Chaap. Made from soy flour and wheat flour, this ready-to-eat product offers a protein source that can be used in various Indian dishes like curries, biryanis, and kebabs. After six months of trials, Blue Tribe has introduced flavors such as achari, tandoori, and afghani, which are precooked and can be quickly heated in a microwave.

The ad highlights Blue Tribe’s dedication to offering tasty, nutritious, and eco-friendly plant-based alternatives.

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A post shared by AnushkaSharma1588 (@anushkasharma)

Speaking about the campaign, Virat Kohli shared, “We are thrilled to present this plant-based food innovation that helps bring a crowd favourite like soya chaap in a high protein, hygienic form that is also affordable and convenient.”

Anushka Sharma added, “We are happy to see Blue Tribe begin this new chapter where they have come up with tasty and familiar plant-based products like soya chaap with better nutritional profiles and in affordable and convenient packs.”

Blue Tribe founder Sandeep Singh said, “We are thrilled to launch Soya Chaap, we have already started getting positive response to these products which underscores the market’s need for a trustworthy and hygienic alternative.”

The campaign has been rolled out across multiple platforms, including YouTube ads and social media, on 27 August, 2024.

With this campaign, Blue Tribe aims to reach a wider audience and reinforce its position as a leader in the plant-based food industry.

August 27, 2024