MAM
Disney auditions in theme park to promote ABC shows
LOS ANGELES: This is an excellent example of a media conglomerate using its bread-and-butter property to cross-promote a struggling enterprise.
Last year, to shore up ratings for ABC’s new shows, the broadcaster’s parent Walt Disney used units such as the California Adventure theme park to generate excitement about its content. Now, Disney is looking to take things to the next level by focussing on ABCs reality-oriented content.
California Adventure, opposite Disneyland in Los Angeles-area Anaheim, California, will host the ABC promotion on 6 and 7 September. Disney will hold auditions for The Bachelor and The Bachelorette,which will have randomly selected guests acting out scenes from upcoming episodes with the actual actors.
The strategy is all about programme sampling. Disney state that this is a very targeted and proven entertainment marketing technique, to get people to see what you are talking about. This year’s cross-promotional event also involves other Disney divisions, including the cable and radio networks, online unit and publishing arm.
Separate season-launch initiatives include cross-promotions on ESPN as well as in DVD trailers.
Last year, fans saw special screenings and met some of the series’ stars like Alias’ Jennifer Garner who hung out in the company of Mickey Mouse, a report in Hollywood Reporter stated. In India, the show airs on AXN. For Disney, the payoff was an estimated $8 million in free publicity from the national and regional television, radio and print coverage of the two-day ABC Primetime Preview Weekend.
Reuters, meanwhile, states that one of Disney’s recent cross-promotional successes has been with the Johnny Depp summer film Pirates of the Caribbean. The film was based on a Disneyland theme park ride. In the past, Disney has used its parks to promote ESPN.
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.
