MAM
Sur-kshetra:Colors takes DTH roadblock route
MUMBAI: A roadblock strategy on two DTH platforms, heavy usage of radio and a marketing spend of Rs 60 million. That is how Colors will promote its new singing reality show, ‘Sur-Kshetra‘, which it will simulcast with Sahara One.
The half-hour block will be on Dish TV and Tata Sky from 6-8 September at 7 pm. Colors is also creating a two-day roadblock on the music streaming website, Gaana.com.
A singing battle between the Indian and Pakistani singers, the show will be promoted on Yahoo and other social media websites.
Starting 8 August, ‘Sur-Kshetra‘ will run every Saturday and Sunday at 7.30 pm for 90 minutes.
Says Colors marketing head Rajesh Iyer, “It is a co-branded show with Sahara One but the marketing effort is done through us. Wherever there is an opportunity to reach out to consumers, we have utilised that. We have a contextual advertising plan for the digital space as well. Since this show is targeted at masses, we are majorly relying on the traditional mediums and will not use on-ground activities to promote it.”
Colors, according to a source, will be spending Rs 60 million to market the property.
‘Sur-Kshetra‘ is being promoted on leading radio stations with 6000+ spots. Big FM, Radio Mirchi and Radio City will also be connected with three FM stations in Pakistan – BBC Radio, Karachi FM and City FM. The RJs from India will be talking to the RJs of Pakistani radio stations about music with the main focus on ‘Sur-kshetra‘. “The promotion will be broadcast in 35 cities of India,” says Iyer.
With the main focus on Hindi Speaking Market (HSM), Colors is rolling out print ads in leading newspapers across 40 cities.
The promos of the show started airing during the screening of ‘Ek Tha Tiger‘. “They were aired in 250+ screens with 6750 shows of the movie,” says Iyer.
There will be 500 OOH sites across 10 cities.
“We are running a four-week campaign amounting to 2000 spots. We have also roped in cyber cafes in HSM, which will have ‘Sur-kshetra‘ theme on the homepages. For a week, selected mobile customers of Airtel, Idea and Tata Docomo will get the ‘Sur-kshetra‘ caller tune activated free,” says Iyer.
Sur-Kshetra is produced by Sahara One in association with Gajendra Singh‘s Saaibaba Telefilms.
In 2010, Star Plus had launched a singing reality show with India and Pakistan pitted against each other. Titled ‘Chhote Ustaad – Do Deshon Ki Ek Awaaz‘, the show was directed by Gajendra Singh. It also aired on Geo Entertainment Television in Pakistan.
Ad sales drive
Colors has roped in Philips as the presenting sponsor while the show will be powered by Dabur. The channel is looking at getting six associate sponsors to back the early prime time property.
Philips has shelled out around Rs 80 million while Dabur has paid around Rs 66-70 million, according to industry estimates. The title sponsor is common to Colors and Sahara.
Says Havas Media CEO- India Anita Nayyar, “Any musical show in India has a loyal viewership. ‘Sur-kshetra‘ is also bringing elements of sensitivity (India-Pakistan contest) which will give it an added advantage. The success of the show will depend on the quality of singers and the format.”
Colors has sold around 70 per cent of its ad inventory while keeping the other 30 per cent to sell later so that it can earn premium rates. While the sponsors are consuming 60 per cent of the inventory, the remaining 40 per cent will be consumed by spot buys.
Brands
Nestlé India posts 14.9 per cent sales growth, profit rises in FY26
FMCG major sweetens returns with dividend as strong domestic demand leads
NEW DELHI: Nestlé India has reported a strong financial performance for the year ended 31 March 2026, with sales and profits rising steadily on the back of robust domestic demand.
The company posted total income of Rs 231,949.5 million for FY26, up from Rs 202,645.5 million in the previous year, marking a growth of 14.9 per cent. Domestic sales remained the key driver, increasing 14.6 per cent to Rs 221,187.0 million, while exports contributed Rs 9,527.6 million to the overall tally.
The final quarter of the financial year added extra momentum, with total sales rising 23.4 per cent compared to the same period last year. This helped lift the company’s annual profit to Rs 35,446.0 million, up from Rs 33,145.0 million in FY25.
Shareholders are set to benefit as the board has recommended a final dividend of Rs 5.00 per equity share. This comes on top of the interim dividend of Rs 7.00 per share paid in February 2026. The record date for the final dividend has been fixed as 10 July 2026, subject to shareholder approval at the 67th Annual General Meeting scheduled for 3 July 2026. If approved, the payout will begin from 30 July 2026.
During the year, the company’s paid-up equity share capital doubled to Rs 1,928.3 million following a 1:1 bonus share issue, strengthening its capital base. The results were also supported by a Rs 1,207.8 million credit from exceptional items, including a Rs 2,023.2 million writeback from resolved income tax litigation, partially offset by restructuring costs and expenses related to new labour codes.
On the cost front, material costs rose to 44.8 per cent of sales for the full year, compared to 43.6 per cent in the previous year, reflecting ongoing input cost pressures. Despite this, the company maintained solid profitability, with EBITDA coming in at Rs 53,060.6 million.
Overall, Nestlé India’s performance underscores its ability to balance growth and margins in a challenging environment. With steady demand, disciplined cost management and consistent shareholder returns, the company appears well placed to carry its momentum into the next financial year.
