MAM
NK Proteins appoints Priyam Patel as MD
Mumbai: NK Proteins Pvt Ltd, a leading edible and non-edible oil company and owner and marketer of a popular edible oil brand ‘Tirupati’, has appointed Priyam N Patel as the managing director of the company. Priyam served as the chief operating officer (CEO) of the company prior to his elevation to the post of managing director of the company.
In his new role, the 34-year old dynamic leader from the promoter family will continue to spearhead NK Proteins Pvt Ltd to newer heights under the able guidance of the company’s visionary chairman and managing director Nimish Patel, who co-founded NK Proteins Pvt Ltd with his brother and Priyam’s father late Nilesh Patel in 1992 in Ahmedabad, Gujarat.
Priyam brings with him a wealth of experience and a dynamic approach to business management. His journey at NK Proteins began at the age of 21, and since then, he has played a pivotal role in shaping the company’s growth trajectory. He holds a Masters in Marketing from the University of Westminster, London, complemented by development programmes from prestigious institutions such as the London Business School, ISB Hyderabad, Indian Institute of Management (IIM-A), and MICA, Ahmedabad. He completed his undergraduate studies in Corporate Management from Symbiosis Centre for Management Studies (SCMS), which laid a strong foundation for his career trajectory.
Welcoming the young leader to his new role, NK Proteins Pvt Ltd chairman and managing director Nimish Patel said, “Priyam’s leadership embodies determination, foresight, and an unwavering commitment to excellence. Priyam has played a pivotal role in steering NK Proteins towards becoming a trusted household brand known for its quality and reliability. His strategic insight and innovative strategies have not only bolstered the brand’s visibility in the market but also fuelled its continuous growth and prosperity”.
Talking about his new role in the company, Priyam Patel, said, “As we navigate the competitive landscape of edible and non-edible oil market, I believe that by focusing on delivering high-quality products and exceptional service to our customers, we can achieve sustainable growth and create long-term value for our customers and stakeholders. Together, we will embrace new opportunities and overcome challenges, solidifying our position as a leader in the industry. Backed by strong management and supported by highly motivated workforce, NK Proteins is poised to scale new heights and emerge as a new age, innovation-led edible oil company in future”.
MAM
T20 WC 2026 ad volumes rise 4 per cent despite fewer brands: TAM report
Fewer brands, bigger bets: India matches and top players drive ad surge
MUMBAI: Advertising during the ICC Men’s T20 World Cup 2026 may have become leaner in participation, but it certainly packed a stronger punch. A new analysis by TAM Media Research shows that ad volumes per match rose by 4 per cent compared to the 2024 edition, signalling sharper spending even as the advertiser base narrowed.
The numbers tell a tale of two trends. On one hand, the overall count of categories, advertisers and brands dropped steeply by 55 per cent, 63 per cent and nearly 68 per cent respectively versus the ICC Men’s T20 World Cup 2024. On the other, those who stayed in the game appeared to spend more aggressively, driving higher ad intensity across matches.
India’s pulling power remained unmistakable. Matches featuring the Indian team generated 66 per cent higher ad volumes than non-India games, underlining the country’s outsized influence on cricket’s commercial engine. The tournament final also saw an 18 per cent jump in advertising volumes compared to 2024, pointing to stronger monetisation at the business end of the competition.
The shift towards concentration was equally striking. The top five advertisers accounted for 39 per cent of total ad volumes, unchanged from the previous edition, but the names themselves saw a complete shake-up. OpenAI emerged as the leading advertiser with a 12 per cent share, followed by Coca-Cola India at 9 per cent and Mahindra & Mahindra at 8 per cent. Apollo Tyres and Reliance Consumer Products rounded off the top five.
A similar churn played out at the brand level, with no overlap in the top five brands between 2024 and 2026. At the same time, leading categories tightened their grip, with the top five accounting for 53 per cent of ad volumes, up from 42 per cent earlier. The cars category led the pack with a 15 per cent share, followed closely by e-commerce services at 14 per cent and aerated soft drinks at 11 per cent.
When it came to format, brevity ruled. Ads between 11 and 20 seconds dominated commercial breaks, making up over half of all spots, while shorter sub-10 second creatives followed as the next preferred choice.
The broader takeaway is clear. Even as fewer players entered the arena, those that did were willing to spend bigger and smarter. In a tournament where every over counts, advertisers seem to be playing a more focused, high-impact innings, betting on scale, timing and the enduring magnetism of cricket’s biggest stage.
