What does the latest move by KitKat says about its audience?
Can you guess the chocolate giant that has become the official chocolate bar of Formula 1? It’s everyone’s favorite break-time chocolate – Kitkat!
Formula 1 (F1) and Nestlé have announced a multi-year partnership which is the biggest global brand collaboration of Nestlé’ till this day. The partnership will be launched officially in 2025, on Kitkat’s 90th anniversary as well as Formula 1’s 75th anniversary. It will further be expanded across the world throughout the year 2026.
F1 fans can expect buoyant content, promotional prizes, immersive fan spaces at selected Grands Prix, consumer activations with on ground branding.
The collaboration amalgamates two mega fanbases and juxtaposes the exhilaration of motorsport with the humorous appeal and fun side that Kitkat is known for.
The partnership is a perfect example of the blend of courage with humour making it a stunning combination for the fans of both the global brands, giving them exposure to an unique combined brand experience that speaks of chasing thrill with a touch of lightheartedness. This marks a remarkable brand collaboration for both Nestlé and Formula 1 giving out the message of ‘Have a Break, Have a Kitkat’ in between the matches.
Who is the new Indian cricketer Police has roped in for its 'Audacity Wanted' global positioning? Find out more
Lifestyle brand Police has on-boarded an Indian cricketer as the brand ambassador for India and the Middle East for a tenure of two years. But who is that Indian cricketer? It’s none other than the right-handed wicket-keeper batter and the former captain of Lucknow Super Giants – KL Rahul who recently broke silence on his exit from Lucknow Super Giants saying he wanted ‘Freedom’.
As the brand ambassador of Police, KL Rahul will be representing the global positioning of the brand that is titled ‘Audacity Wanted’ celebrating the aspects of authenticity, individuality, and modern masculinity, embracing life with full vigor and determination.KL Rahul embodies all the personality traits that the brand stands for, making him the ideal choice as the brand ambassador.
The De Rigo Group owns Police Watches and has its presence in India through Titan Company Ltd. The brand marked its 40th anniversary with the new re-positioning of ‘Audacity Wanted’where the traditional definition of being a man goes through a transformation opening up to a more liberal and positive idea of masculinity where men are not afraid to be empathetic, vulnerable, creative and do not hesitate to express themselves freely.
The new positioning is encouraging all men to liberate themselves from the limited definitions of masculinity and to embrace their true selves with absolute courage.Previously, British racing drivers George Russell and Lewis Hamilton have also advocated this concept for Police.
Police strongly resonates with the values that KL Rahul stands for which are confidence, courage, and being stronger inside out. The traits of KL Rahul that make him stand out from the crowd such as his humble nature, boldness, and ability to perform well under pressure are a reflection of the spirit of ‘Audacity Wanted’. The collaboration aims to inspire people to appreciate what makes them different from others and stand out in every area of life with their unique fashion choices and life decisions.
KFC launches new campaign ‘Taste the Epic’ targeting the GenZs
KFC has unveiled its latest campaign, ‘Taste the Epic’ targeted at the Gen Zs’, portraying how the search for greatness or epicness and fun in a boring college fest ended up in KFC for two friends who share the ‘bro’ code. The ad then showcases the various KFC menu items in different shapes with tempting visuals, narrating ‘Discover Greatness in Shapes Unseen’, ‘In Ways Unheard’. It shows how a girl exclaims with surprise after having a bite from KFC chicken
‘This is boneless!’. The ad conveys the fact how Gen Zs are awestruck by the finger licking good menu options of KFC and simply can’t control themselves.
The ad displays popular KFC menu items such as KFC Chicken Roll, Zinger Burger, Chicken Popcorn, Chicken Hot Strips which are mass favorites.
The delicious and lip smacking food visuals along with the rock concert theme background reinforces the fact of how in today’s day and age GenZ’s look for epicness and greatness in everything they do. They never settle for less and are always on the search for extraordinary experiences in life be it in terms of their lifestyle or food choices.
The new ad film by KFC perfectly captures that emotion, highlighting how KFC is one of the top choices of Gen Zs when it comes to snacking and eating out and how it can give a tough competition to trending Gen Z pursuits such as rock concerts, college fests and others.
Wrangler expands presence in India with six new stores, targets 60 in 2025
Global denim brand Wrangler has launched six new stores across India, strengthening its retail footprint in the country. The new stores, located in Ujjain, Goa, Indore, Bilaspur, Katihar, and Bareilly, bring Wrangler’s total count of exclusive brand outlets (EBOs) to 58.
Wrangler 80% retail stores outside Tier-1 cities
According to a company media release, the stores span over 1,000 sq. ft each and offer a curated range of denim products and accessories. With over 80% of its retail stores located outside tier-1 cities, Wrangler aims to cater to customers in high-demand regions.
“Our new exclusive brand outlets reflect our dedication to bringing Wrangler closer to our customers in high-demand regions, combining the ease of online shopping with the distinct, immersive experience of physical retail stores,” said Nitin Chhabra, CEO of Ace Turtle, Wrangler’s exclusive licensee in India.
Meanwhile, the company plans to open over 60 new retail stores for Wrangler in India over the next year. Wrangler products are also available online through its branded webstore, online marketplaces like Amazon and Flipkart, and department store chains like Lifestyle and Shoppers Stop.
Wrangler sells Toys“R”Us, Babies“R”Us, and Dockers in India
Notably, Ace Turtle, the Bengaluru-based retail tech platform, manages Wrangler’s retail operations in India. The company also holds exclusive licences for global brands like Toys“R”Us, Babies“R”Us, and Dockers for India and other South Asian markets.
Offering customers a unique shopping experience, Wrangler’s expansion strategy focuses on tier-2 and tier-3 cities. With its growing retail presence, the denim brand aims to strengthen its position in India’s denim market.
“We plan to open over 60 new retail stores for Wrangler in India over the next year,” Chhabra added, highlighting the brand’s commitment to expanding its reach in the Indian market.
Luxury goods sales to decline 2% in 2024: Bain & Company report
The personal luxury goods market is facing a significant downturn, with sales expected to drop 2% this year, making it one of the weakest on record, according to a report by consultancy Bain & Company.
Luxury goods sells declines 20-22% in China
According to ET, the report valued the market at $386 billion and forecasted a 20-22% sales decline in China, a key driver of luxury growth in recent years. “This is the first time the personal luxury goods industry has declined since the 2008-09 crisis, with the exception of the pandemic,” said Federica Levato, Bain partner.
Meanwhile, the luxury sector’s current downturn has raised concerns among investors, with shares in major players like LVMH and Kering taking a hit. Global sales of luxury personal goods, including clothing, accessories, and beauty products, are expected to remain flat during the holiday season.
Notably, the shift towards higher pricing, coupled with weaker consumer confidence due to global economic uncertainty, has led many customers, especially younger ones, to forgo purchases. “The luxury consumer base has declined by 50 million over the last two years, from a total of approximately 400 million consumers,” Levato noted.
Luxury goods market to expect 0-4% in 2025
However, the outlet channel is outperforming, driven by shoppers seeking value. Bain predicts the market will grow 0-4% at constant exchange rates in 2025, supported by sales in Europe and the Americas, with China recovering in the second half.
“The growth prospects for the market hinge partly on the strategies brands choose to pursue, including on pricing,” Levato added. In contrast, luxury spending on experiences, such as hospitality and dining, is expected to increase this year.
Further, the report highlights the impact of global economic uncertainty on the luxury market. However, Levato noted that Donald Trump’s victory in the U.S. presidential election has removed one uncertainty, and possible interest rate and tax cuts could boost American spending.
Looking ahead, the luxury industry’s performance in 2025 will depend on brands’ pricing strategies and the recovery of the Chinese market. As the market navigates this challenging period, brands must adapt to changing consumer behaviour and economic conditions.
Luxury fragrance brand Nisara enters UAE with Beauty Brands Global
D2C fragrance brand Nisara announced on Monday, November 11 that it has teamed up with Beauty Brands Global DMCC, which will be its exclusive distributor in the UAE.
Nisara to establish trade network with partnership
Through this partnership, the company eyes to strengthen its presence in the UAE market. Beauty Brands Global, as the exclusive distributor, will provide market expertise and help establish trade networks for the brand.
“We believe that the UAE, its appreciation for luxury, is just the right market for our unique approach. We are confident that the quality which has been offered will be loved by UAE consumers,” stated Tarvinder Pal, co-founder and CEO, Nisara.
Nisara to connect with aged 25-45 via in-store activities
Additionally, the company announced that it will sell its products both online and in physical stores. The brand aims to connect with consumers aged 25-45 through digital campaigns and in-store activities, such as pop-up events and collaborations with retail stores.
“We are thrilled to bring Nisara’s exceptional perfumes to the UAE. With our market knowledge, we look forward to amplifying Nisara’s presence and introducing consumers to a fragrance that’s more than just a scent,” said Lalit G, Beauty Brands Global.
Notably, Nisara provides fragrances for men, women, and unisex preferences. The brand will be available in high-street markets and malls in cities like NCR, Mumbai, Bengaluru, and Kolkata.
NoBroker unveils latest campaign bringing out the Hero in every home buyer
Proptech company, NoBroker has unveiled its new campaign ‘The Heroes at Home’. The ad film portrays how NoBroker is the one-stop destination for homebuyers. It further showcases the all- inclusive services and features offered by the app for every kind of property requirement starting from purchasing a home to legal and loan assistance, painting homes, helping in packers & movers, setting up interiors, home renovation, and more.
The campaign has been conceptualized by Nash8 and has the objective of positioning NoBroker as the best app for all types of property needs. It empowers property buyers to navigate their journey towards buying their dream home in a hassle-free manner, further becoming their own home’s hero.
The ad campaign with a budget of around 5 crores, portrays a buyer who bought a home recently through NoBroker and without any hurdle, handles and tracks all purchase and post-purchase tasks with just a click.
The ad film is a portrayal of the way NoBroker app is an answer to the fulfillment of all the property needs that a customer has. Purchasing a home is the first step in a home buyer’s journey, and the post purchase decisions are equally complex and important which NoBroker solves with ease for the home buyers.
The traditional method of purchasing a home and the post-purchase process involves reaching out to several vendors for the services which sometimes can get burdensome. The new campaign by NoBroker reinforces the fact that the latter manages all those for the customers through its
app reducing time and capital invested as well. This in turn makes the home buyer feel like a hero about themselves.
The campaign has been amplified digitally across Instagram, Youtube, and Facebook as well as across OTT platforms for instance Hotstar, Samsung TV Plus, SonyLiv, and more.
Watch the ad film here : https://youtu.be/o9Ww0de1eeg?si=3Addnvy58r2KZIW7
Reliance Consumer to take over D2C snacking startup TagZ foods for INR 28 Cr
Reliance Consumer Products, a subsidiary of Reliance Retail, is set to acquire direct-to-consumer (D2C) snacking startup TagZ Foods for INR 28 crore ($3.5 million). This acquisition appears to be a distress sale, as TagZ had struggled to scale its business and halted production a few months ago.
TagZ secures $3.2 mn despite reports loss of INR 10.7 Cr
Notably, the D2C startup raised $3.2 million in funding across multiple rounds but reported a net loss of INR 10.7 crore on an operating revenue of INR 9.6 crore in FY23. Its products were unavailable on ecommerce platforms and retail stores for months, leading to employee departures.
Founded in 2019 by Anish Basu Roy and Sagar Bhalotia, TagZ is an omnichannel snacking brand offering popped potato chips, gourmet dips, and cookies. Despite featuring on TV show Shark Tank India and securing funding from notable investors, including former Indian cricketer Shikhar Dhawan, the startup faced challenges.
ITC acquires Yoga Bar, Hindustan Unilever takes over Ozivia & Wellbeing Nutrition
Meanwhile, the acquisition highlights the growing interest of FMCG giants in D2C brands. Recently, ITC acquired Yoga Bar, and Hindustan Unilever acquired Oziva and Wellbeing Nutrition.
Further the FMCG major’s move to acquire TagZ Foods underscores its expansion strategy in the consumer goods sector. The deal’s size may change post due diligence.
In addition, TagZ competed with established brands like BRB, Too Yum, Lays, and Uncle Chips. Its investors include Dexter Angels, Agility Ventures, Venture Catalysts, and Klub.
Looking ahead, the acquisition comes amid the rise of D2C brands in India. Many have been acquired by FMCG giants, indicating a trend towards consolidation in the industry.
Bingo forges partnership with All India Pickleball Association
ITC Foods snacking brand Bingo has entered into a collaboration with All India Pickleball Association for a tenure of five years. This partnership has the objective of promoting Pickleball in the country and make it more popular
Pickleball has witnessed a growth of around 275% in terms of players who are active in the last three years and is estimated to cross one million active players by the year 2028. The sport is played by more than 5 million players across as many as 84 countries with a female participation rate of around 40%.
Bingo has long been known for popularizing ‘Boing’ or moments that are fun-filled. The idea of fun-filled moments is now being incorporated within the game of pickleball making it a little bit more playful. The partnership will result in ‘Boing All’ or a mix of Bingo and the ‘Love All’ beginning of Pickleball.
The Bingo! World Pickleball Championship started with Suresh Chand, VP – Head of Marketing Snacks, Noodles, Pasta, ITC Foods’ presence along with the presence of Nyra Banerjee, Mandira Bedi as celebrity guests and President of All India Pickleball Association – Arvind Prabhoo.
This collaboration makes way for a unique amalgamation between the identities of Bingo and AIPA where Bingo brings a fun twist to the sport, encouraging newer athletes to join the pickleball revolution in India.
CAIT targets Quick Commerce platforms over alleged law violations
The Confederation of All India Traders (CAIT) has set its sights on quick commerce platforms like Blinkit, Swiggy Instamart, and Zepto, accusing them of violating laws and harming small businesses. “These platforms are aggressively pushing small retailers out of the market,” said Praveen Khandelwal, CAIT secretary general.
CAIT claims Q-commerce use FDI funds to steep discounts
According to INC42, CAIT’s recent white paper details alleged infractions, including exclusionary deals, FDI-backed predatory pricing, opaque operations, and indirect inventory control. The traders’ body claims these platforms maintain exclusive agreements with preferred sellers, limiting market reach for smaller retailers. They also allegedly use FDI funds to fund steep discounts, squeezing traditional stores out.
Further, the organisation criticises the platforms for obscuring critical seller information, depriving consumers of transparency regarding product origins and pricing structures. Moreover, they allegedly sidestep FEMA rules by indirectly managing inventory via selected sellers.
CCPA sends notices to platforms
This development comes amid rising scrutiny of quick commerce platforms. The Central Consumer Protection Authority (CCPA) recently sent notices to some companies for violating metrology norms.
CAIT has been vocal about alleged unfair trade practices by ecommerce platforms, criticising the Competition Commission of India (CCI) for inadequate action. They’ve called for a dedicated ecommerce regulator and accused Amazon and Flipkart of violating antitrust directives. Reports indicate these companies may face penalties of up to 10% of their global annual turnover for breaching competition laws.
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