Sunfeast Dark Fantasy Campaign Creates a Powerful Childhood Experience, Blending Chocolate with Imagination and Wonder

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August 22, 2025

Sunfeast Dark Fantasy Campaign Creates a Powerful Childhood Experience, Blending Chocolate with Imagination and Wonder

What happens when chocolate brands step outside the supermarket aisle? Sunfeast Dark Fantasy came with a campaign called “Big Fantasies Spaceship” to answer it. It’s an interactive activation that mixes art, science, and imagination all under one branded roof.

The latest stop was Delhi’s Nehru Planetarium, timed perfectly with National Space Day on August 23. Earlier, the activation had already drawn crowds across Mumbai, Hyderabad, Bengaluru, and Chennai. The Delhi highlight: Jahnavi Dangeti, India’s youngest astronaut, spoke to children about how imagination can drive problem-solving.

Inside the spaceship bus, the experience turned personal. Kids drew their sketches and saw them instantly converted into 3D animated characters on giant screens. With the Sunfeast Dark Fantasy campaign, the company does not merely advertise; it creates moments that kids take with themselves.

The program that started in 2024 has already provided kids with NASA tours. It is a brand that goes out and makes memories, not just sells goods. Without losing sight of chocolate in the process, creativity has been used as a tool in soldering the product together as something much more significant, a trigger in childhood fantasies.

Marketers are taking it as an immersive theatre masterclass. This campaign by Sunfeast Dark Fantasy shows that FMCG brands can do better than TV ads. They can create an experience where a child is not only eating a biscuit, but it is a part of the imaginary trip.

Blinkit Parental Controls Deliver a Powerful Win for Digital Parenting, Setting a New Standard in Safety and Trust

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August 22, 2025

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Blinkit Parental Controls Deliver a Powerful Win for Digital Parenting, Setting a New Standard in Safety and Trust

Blinkit has done something new in quick commerce: a parental control feature has been introduced into the mix, where safety is given priority over speed. Announced by co-founder and CEO Albinder Dhindsa on X, the update arrives just days after a viral LinkedIn post pushed the industry into the spotlight.

Read the Post: Ponsana David

The trigger was sharp and personal. Ponsana David, CEO of Thai Green Power Solution and a mother of two, said her daughters accidentally accessed sex toys and condoms by merely browsing Blinkit. Her social media appeal took a demanding stance, in that she was asking quick commerce apps to do what streaming platforms have already done, in that they have PIN-secured profiles that would protect children. The post blew up and forced a wider conversation.

Blinkit responded without delay. Sensitive categories can now be hidden, order history gets locked behind a PIN, and every tweak in settings sends alerts. Blinkit parental controls are not only about content but also about being open, and this addresses the trust issue in an industry that is often condemned to be too open. It is a crisp positioning in a brand sense.

Digital parenting is becoming a mainstream concern, and Blinkit wants to own that conversation. With Blinkit parental controls, the company is shifting its brand promise. Quick doesn’t mean careless anymore. It now signals reliability, a trust marker families can rely on.

In an intensely competitive Q-commerce war, Blinkit parental controls could be the difference-maker. This is not about delivery minutes anymore. It’s about household trust.

After Biryani Kit Success, DAAWAT Launches Thai Green Curry Rice Kit to Celebrate India’s Growing Appetite for Easy World Cuisine

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August 21, 2025

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After Biryani Kit Success, DAAWAT Launches Thai Green Curry Rice Kit to Celebrate India’s Growing Appetite for Easy World Cuisine

LT Foods Ltd., a 70-year-old Indian-origin FMCG major, has introduced a new product within its Ready-to-Cook line, the DAAWAT Thai Green Curry Rice Kit. The launch signals a clear push toward making global gourmet flavours fast, simple, and widely accessible in Indian homes.

The kit is built for today’s time-strapped consumer. Internally, it will contain high-quality Jasmine Rice imported straight from Thailand, a pre-blended coconut milk, a chef-curated curry paste, and whole spices to complete its odor. There are no preservatives or artificial colours. Just a quick route to authentic Thai taste.

This is not LT Foods’ first win in the category. The Biryani Kit has already crossed one million annual units, cementing consumer appetite for premium yet easy cooking solutions. Riding on that momentum, the company is strengthening its play in the booming Ready-to-Cook and Ready-to-Eat space.

The Thai Green Curry Kit is now available on all leading E-commerce and Quick Commerce platforms. It’s being positioned as an easy bridge between world cuisine and local convenience.

“Today’s consumer wants authenticity without effort,” said Ritesh Arora, CEO – India and Far East Business, LT Foods. “Our Thai Green Curry Rice Kit reflects our understanding of the evolving Indian palate. It’s about delivering memorable gourmet experiences and bringing global favourites to Indian kitchens.”

From biryani to Thai curry, this brand continues to turn rice into an entry point for international flavours delivered at home, in minutes.

Vibhor Oils Reframes ‘Kuch Bhi’ as Trust in New Campaign, Starring Rupali Ganguly to Spotlight Women’s Unseen Kitchen Labor

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August 21, 2025

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Vibhor Oils Reframes ‘Kuch Bhi’ as Trust in New Campaign, Starring Rupali Ganguly to Spotlight Women’s Unseen Kitchen Labor

Every Indian kitchen knows the daily puzzle: “Aaj kya banaun?” The casual answer, “Kuch bhi,” has now taken center stage in Vibhor Oils’ latest campaign, crafted by Grapes Worldwide.

But this time, the phrase isn’t brushed off as vague or lazy. It’s reframed as trust. Trust that the home cook will deliver something tasty, healthy, and filling. Yet beneath that two-word response sits the unseen weight of endless meal decisions, usually carried by women.

The campaign, led by television star Rupali Ganguly, brings these stories to life. A son switched his demand at the last minute. A mother-in-law changes her preference after the dish is done. A husband questioning what “anything” really means. Each film underlines the quiet persistence of women who balance taste, time, and emotion every single day.

Shradha Agarwal, Co-founder & CEO of Grapes Worldwide, calls it a deceptively simple idea. “Kuch Bhi mirrors a cultural truth of India that what looks like casual words are layered with deep trust.”For Vibhor, the message goes beyond oil. The campaign places the brand as an ally in the everyday rhythm of the kitchen. The line “Mera Vishwas Vibhor Ke Saath” works less like a slogan and more like recognition of unseen effort.

For Grapes Worldwide, this is another sharp FMCG moment. A reminder that even the smallest truths, when told with cultural accuracy, can land as memorable brand stories.

“Abhishek Kaushik’s Mitra Raises Rs 14 Crore from Bestvantage, Targets ₹500-Cr Valuation and GCC Entry

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August 21, 2025

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Image-of-mitra. — Abhishek Kaushik’s Mitra Raises Rs 14 Crore from Bestvantage, Targets ₹500-Cr Valuation and GCC Entry

Delhi-based FMCG startup Mitra has secured Rs 14 crore in a bridge round led by Bestvantage Investments, with participation from existing investors, including a Dubai-based family office. The fresh infusion takes the company’s total funding to nearly Rs 25 crore since its inception in 2023.

Founder and chief executive Abhishek Kaushik said the company will channel the capital into scaling its operations, expanding its portfolio, and broadening its distribution network across India while also preparing to tap Gulf Cooperation Council markets.

A key milestone in the pipeline is the launch of a new 3,000-tonne refined flour manufacturing facility, scheduled to begin operations in October. Alongside, Mitra is gearing up to roll out a diverse range of new products, including multigrain flour, whole wheat flour, diabetic-friendly flour, sugar-free and gluten-free variants, as well as packaged rice. “Our vision is to position Mitra among the top five FMCG players in India over the next two to three years, with a roadmap towards an IPO,” Kaushik told ET.

Mitra’s growth has been sharp. Revenue jumped from Rs 11 crore in FY24 to Rs 40 crore in FY25, and the company expects to close FY26 with more than Rs 120 crore in sales. Its distribution footprint already spans 500 distributors and 40,000 retail outlets across the country.

The company is also preparing for a Series A funding round in April 2026, where it is targeting a valuation of Rs 500 crore.

Raman Sharma, founder and chief executive of Bestvantage Investments, said Mitra’s proposition lies in marrying traditional food preparation methods with modern quality benchmarks. “The FMCG sector in India is ripe for disruption, and Mitra’s scalability and strong demand curve make it one to watch,” Sharma noted.

Hexafun Bags Rs 4.5 Crore from Prajay Advisors, Launches ‘Insanely Indian’ Line Inspired by Maharashtra, Tamil Nadu, Bengal, Gujarat and Punjab

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August 21, 2025

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Image of hexafun — Hexafun Bags Rs 4.5 Crore from Prajay Advisors, Launches ‘Insanely Indian’ Line Inspired by Maharashtra, Tamil Nadu, Bengal, Gujarat and Punjab

Hexafun, a design-led lifestyle accessories startup, has secured Rs 4.5 crore in seed funding from Prajay Advisors. The Bengaluru-based brand, founded in 2021 by Harshit Singhal and Manali Sanghvi, said the capital will be deployed to strengthen retail channels, expand marketing campaigns, and build visibility in urban and high-growth markets.

The fundraise coincides with the launch of Hexafun’s new campaign, “Insanely Indian,” a culture-forward collection that reimagines everyday essentials with regional motifs and Gen Z sensibilities. The line features socks, tote bags, coasters, hankies, and gifting products, drawing design cues from Maharashtra, Tamil Nadu, Bengal, Gujarat, and Punjab. The company said the collection reflects India’s mix of tradition and irreverence, transforming basic items into style statements.

Hexafun has positioned itself at the intersection of design and culture, catering to young consumers who are looking beyond mainstream, repetitive offerings. “This generation is rewriting fashion language,” said co-founder Harshit Singhal. “They are as comfortable using emojis as they are showcasing where they come from. That balance of roots and rebellion is at the heart of Hexafun.”

Investor Prajay Advisors believes the startup’s strength lies in its ability to turn functional products into sought-after lifestyle objects. “The rise of Hexafun signals a new era for everyday essentials,” said founders Dr. Prakash Mody and Jayendra Shah in a joint statement.

India’s accessories market, pegged at over $2 billion, has seen a spurt of design-led brands targeting young consumers who value individuality. With this funding, Hexafun aims to accelerate growth and place culture-infused products on the radar of India’s style-conscious youth.

IKEA India to Invest Beyond ₹10,500 Crore as CEO Patrik Antoni Maps 4–6 New Stores a Year, Targets 50% Local Sourcing by 2030

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August 21, 2025

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Image-of-ikea — IKEA India to Invest Beyond ₹10,500 Crore as CEO Patrik Antoni Maps 4–6 New Stores a Year, Targets 50% Local Sourcing by 2030

IKEA is preparing to fast-track its India growth story with a fresh expansion strategy, marking what its leadership calls the “second wave” of its journey in the country. After investing more than ₹10,500 crore in the first phase, the Swedish retailer now plans to roll out four to six new customer touchpoints every year, a significant acceleration from its earlier pace of one store every year or two.

Patrik Antoni, CEO of IKEA India, said the company is ready to scale its presence with a sharper omnichannel approach, new retail formats and a stronger supply chain. Upcoming additions will include flagship outlets in Noida and Gurugram, city-centre stores, planning studios and expanded digital platforms.

Localisation is set to be at the core of this strategy. IKEA currently sources about 30 percent of its products from India and aims to raise this to 50 percent by 2030. Partnerships are already in place with 45 suppliers, many of whom also cater to global markets. A new design centre will focus on Indian homes, emphasising sustainable and recycled materials, including locally sourced wood varieties.

Distribution capabilities are also being ramped up. The retailer operates a hub in Pune servicing western and southern India and has just opened a rail-connected centre in Gurugram to cover northern markets and direct-to-customer deliveries. On last-mile logistics, IKEA has already transitioned more than 90 percent of its fleet to electric vehicles and targets full electrification by 2030.

Jesper Brodin, CEO of Ingka Group, the largest IKEA franchisee, added that India’s growing role as both a sourcing hub and a retail market makes it critical for the brand in navigating shifting global trade dynamics. The company is also banking on the India-EU Free Trade Agreement to unlock new opportunities.

Lay’s and Ranbir Kapoor’s ARKS Label Turn Snack Pack Colours Into Vibrant ‘Colour-Lays’ Sneakers

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August 21, 2025

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Lay’s and Ranbir Kapoor’s ARKS Label Transform Snack Pack Colours Into ‘Colour-Lays’ Sneakers

What happens when India’s favourite chips brand collides with Ranbir Kapoor’s streetwear label? You get Colour-Lays, a limited-edition sneaker drop that turns Lay’s iconic pack colours into bold footwear.

In the launch film, Ranbir Kapoor is brainstorming with his ARKS team when a basket of Lay’s chips catches his eye. The vibrant colours spark the idea of sneakers inspired by nostalgia, flavour, and pop culture. From snack packs to streetwear, it’s a cultural remix.

According to Deloitte’s 2024 Gen Z & Millennial Survey, two-thirds of young consumers prefer brands that reflect their values and culture. Lay’s has long owned that space with flavours tied to memory and celebration. Now, ARKS reimagines that legacy in sneakers that are both familiar and disruptive.

“Lay’s colours are cultural shorthand,” says Abhinav Verma, Co-Founder & CEO, ARKS. “We asked what if we reframed them in sneaker language? The result is not just fashion, but a conversation between nostalgia and identity.”

For Lay’s, the move continues its streak of cultural disruption. “We have always shown up where culture is created,” says Saumya Rathor, Marketing Director, Lay’s. “This collaboration with ARKS isn’t just footwear, it’s a true cultural drop that is playful, expressive, and rooted in the energy of now.”

Colour-Lays proves that when brands mix authenticity with creativity, they don’t just launch products, they launch culture.

India’s Wearables Lose Shine: Smartwatch Shipments Crash 28% to 6.6 Mn Units as Boat Holds 28% Share, Boult Surges 21%

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August 20, 2025

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Image of watch — India’s Wearables Lose Shine: Smartwatch Shipments Crash 28% to 6.6 Mn Units as Boat Holds 28% Share, Boult Surges 21%

India’s booming wearables story is hitting a pause. According to International Data Corporation’s (IDC) India Monthly Wearable Device Tracker, shipments fell for the fifth straight quarter in April–June 2025, slipping 9.4% year-on-year to 26.7 million units. The slowdown was led by smartwatches and wireless earbuds, categories that had driven the explosive surge in 2022 and 2023 but are now showing signs of fatigue.

Boat, through its parent Imagine Marketing, held on to the top spot with a 28% market share, even as its volumes dipped 4.8%. Noise remained the second-largest player with 13.1%, though its shipments fell 8.6%. Boult, which recently rebranded to GoBoult, was the outlier, posting a sharp 21.8% rise and capturing 10.9% share. Oppo and OnePlus jointly held 8%, while Realme accounted for 6.5%.

The real pain was visible in smartwatches, which dropped 28.4% YoY to 6.6 million units. Their share of the overall wearables market shrank to 24.9%, down from 31.5% a year earlier. IDC attributes this to saturation in the entry-level segment and waning demand. Earwear shipments too slipped marginally by 1.2% to 19.9 million units, though within the category, truly wireless stereo (TWS) devices continued to dominate with a 71.2% share. Neckbands declined 16.1%, while over-the-ear headphones nearly doubled to 1.5 million units.

Average selling prices edged higher, with wearables averaging $19.2 (₹1,700) in Q2, up 2.2% YoY.

Amid the slump, new form factors are quietly gaining ground. Smart rings crossed 75,000 units, growing 2.8% YoY, with Ultrahuman, Gabit and Aabo together holding 65%. Smart glasses leapt to 50,000 units, up from just 4,000 a year earlier, driven by launches from Meta and Lenskart. Smart wristbands surged 118.5% to 83,000 units, largely on the back of Samsung’s Galaxy Fit3, which commanded over 80% share.

“Gordon Ramsay Lands in India: Street Burger Opens at Delhi Airport T1, Eyes Rs 14,000-Cr Burger Market with Mumbai Next”

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August 20, 2025

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Image of Gordon Ramsay. — “Gordon Ramsay Lands in India: Street Burger Opens at Delhi Airport T1, Eyes Rs 14,000-Cr Burger Market with Mumbai Next”

Celebrity chef Gordon Ramsay has made his India debut with his casual dining chain, Street Burger, opening its first outlet at Delhi’s Indira Gandhi International Airport, Terminal 1. The launch marks Ramsay’s first step into the Indian quick-service dining space, with a second outlet planned for Mumbai in the coming months.

Born in London in 2020, Street Burger was created as an accessible brand offering what the group calls “honest priced burgers with bags of flavour.” The Delhi outlet adapts that formula for Indian palates, with a menu that balances international favourites and local twists. Alongside Ramsay’s Fried Chicken Burger and classic cheeseburgers, diners will find a Tandoori Paneer Burger and a Butternut Bhaji Burger, both developed specifically for India.

The brand is entering one of the world’s fastest-growing food and beverage markets, where organised QSR chains have been expanding aggressively. India’s burger market alone is estimated to be worth over Rs 14,000 crore, dominated by McDonald’s, Burger King and a growing cluster of homegrown players. Street Burger is expected to target the urban traveller and millennial consumer base, with its first outlet inside one of India’s busiest airports, which serves more than 50 million passengers annually.

“India’s passion for its rich culinary heritage makes it a natural home for Street Burger,” said Andy Wenlock, CEO of Gordon Ramsay Restaurants Global. “Our aim is to create something familiar yet unique, combining Ramsay’s signature style with flavours that resonate deeply with Indian customers.”

The expansion adds India to the global footprint of Gordon Ramsay Restaurants, which now operates across the UK, Europe, Asia and the Middle East. With Mumbai next on the map, industry watchers say Ramsay’s entry could intensify competition in India’s already crowded burger wars.

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