MAM
Sony finalises Fame Gurukul sponsors
MUMBAI: One month prior to launch, Sony has managed to rope in five associate sponsors for its upcoming reality series, Fame Gurukul, which is slotted at 8:30 pm Monday to Friday.
Associate sponsors finalised for Fame Gurukul are as follows:
1) LG CDMA
2) Pepsi
3) HLL (Clinic)
4) Johnson & Johnson
5) Idea (Telecom operator)
6) In the process of finalisation
Industry estimates have pegged the amount each sponsor has pumped in at about Rs 30 million.
Commenting on the same, SET executive vice president (ad sales & revenue management) Rohit Gupta states, “Based on the strength of the format, we have reduced the number of sponsors to six. This will allow for focussed branding opportunities that can be woven in well into the show which would have been limited if we had brought in more sponsors.”
Sony usually follows a nine associate sponsor format.
Gupta also pointed out, Indian Idol was the launch pad for branding synergies on Indian television. Citing the example of the Nokia Hindi SMS as well as the Rejoice Shampoo branding with ‘Rejoice moments’ he stated that the benchmarks had been set, and now the endeavour was to raise the bar further.
Coming to the what the format offers to advertisers, Gupta reiterates, “The format of the show is so tight, that it is literally a high paced reality soap. Also, now that our 8-8:30 pm band has firmed up with the launch of Kaise Ye Pyaar Hain, it will act as an excellent funnel for Fame Gurukul at 8:30 pm.”
What is noteworthy about the likes of LG CDMA, Pepsi and Idea that have come on board is the fact that they have not been very aggressive spenders on the channel.
Also, if one looks at LG CDMA, this is it’s first big spend the brand has indulged in apart from the normal FCT buys on television. Similar is the case with Idea, says Gupta. A clear indication, according to him, that the channel has managed to divert some new monies onto its stable.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
