MAM
Nimbus launches first-ever loyalty programme for advertisers
MUMBAI: Nimbus will launch the first ever “Loyalty Rewards” programme for Indian television advertisers from 14 January 2003. The programme is in recognition of the role that loyal advertisers play in building a network and/or independent media marketing company’s revenues.
Kicking off the program with the upcoming ICC Cricket World Cup 2003 on DD, Nimbus aims to extend this program to select media assets in the future. The objective is to reward the advertisers who pin their faith in the deliverables of the company’s programming and further reward those who express an early commitment.
Says Nimbus’ senior vice president Sunil Manocha: ‘Nimbus has been informally running such programs in the past providing the bedrock for constantly strengthening relationships with advertisers, but now we have created a formal structure for this and expect that it will become a media trend in the future.’
On the cricket World Cup, “Broadcast sponsors”, “Match Cluster” buyers and “Flexi Buy” spot buyers will all receive “Loyalty Rewards” in the form of additional commercial time at no extra cost. In the classical pattern of loyalty programs, there is an ascending rate of reward for larger volume buyers. At the low end, rewards will start at 50 per cent volume bonus for “Flexi Buy” spot buyers, going up to 150 per cent volume bonus for presenting “Broadcast Sponsors”.
Reversing the trend where advertisers who buy in early into a major event property, often fear that they will wind up paying more than those who buy at the death in case there is distress selling; Nimbus has pegged the “Loyalty Rewards” for all advertisers who booked their World Cup ads before 14 January at double the rewards that will accrue to those who book from 14 January.
Says Nimbus’ vice president marketing Sanjiv Shroff: ‘We are thrilled that we are able to provide retrospective rewards and that too double to those who bought in early without even knowing that rewards could follow, and we are overwhelmed by the gratitude of these advertisers when we broke the news to them this evening!’
12 media buying groups and advertising agencies and more than 40 advertisers will benefit from the double “Loyalty Rewards”.
Nimbus intends to provide more pleasant surprises to all loyal clients in the weeks to come.
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.
