MAM
Peanut butter meets smart bytes as Nutrica lets AI crunch the nutrition code
MUMBAI: Call it food for thought with a tech twist. Nutrica is tapping artificial intelligence to unpack a daily dilemma in Indian homes: what children want to eat versus what parents want them to eat.
The lifestyle and wellness brand under BN Agritech Limited has rolled out an AI-generated digital film for Nutrica Pro Fitness Peanut Butter, using technology-led storytelling to mirror how children see food and how parents, particularly mothers, assess nutrition. Instead of lofty health claims, the campaign zooms in on familiar, school-day moments where small choices quietly shape lifelong eating habits.
At the heart of the film are two boys, each bringing a different perspective to the table. Taste does the talking, nutrition does the thinking. The story builds towards a shared decision, positioning peanut butter as a rare middle ground that satisfies young palates while ticking parental boxes. The message is clear without being preachy: better nutrition does not have to feel forced or complicated.
Nutrica Pro Fitness Peanut Butter is framed as an easy fit into everyday routines, reinforcing the idea that consistency, not grand gestures, drives healthier habits. According to Nutrica director and business head for FMCG Vertical Sparsh Sachar parents tend to trust products that strike a balance between familiarity and nourishment. The campaign, he noted, reflects the brand’s belief that meaningful lifestyle shifts often begin with small, repeatable steps.
The product is available in two variants, Crunchy and Creamy, and is positioned as a protein-rich snacking option that keeps taste front and centre. Nutrica Peanut Butter is currently available through general trade stores across 14 cities, including Delhi, Mumbai, Pune and Chandigarh, signalling a steady push into urban markets.
The AI-led film is now live across Nutrica’s social media ecosystem, spanning Youtube, Instagram, Facebook and Linkedin. By blending everyday insight with emerging technology, the brand is betting that when nutrition speaks the language of both kids and parents, it is more likely to stick.
MAM
Star Sports under fire for ‘cringe’ India–SA Super 8 promo
Broadcaster accused of arrogance and disrespect as fans slam Super 8 promotion
AHMEDABAD: Star Sports is facing a wave of criticism after its latest promotional campaign for the India–South Africa T20 World Cup Super 8 match triggered a fierce social media backlash, quickly dubbed “Cupcakegate”.
The advertisement, released this week, hinges on a cupcake metaphor that many viewers have condemned as patronising and disrespectful. In the clip, an Indian supporter mockingly offers a pink cupcake to a South African fan, a visual jibe widely interpreted as portraying the Proteas as a soft, easily beaten opponent.
The backlash has been swift across platforms such as X and Reddit, with fans and commentators accusing the broadcaster of tone-deaf bravado at a crucial stage of the tournament. The criticism is sharpened by the context: both India and South Africa arrive in the Super 8s unbeaten, undermining any suggestion of a one-sided contest.
Online, the cupcake symbol has been read as carrying multiple barbs. Some users argue it alludes to South African president Cyril Ramaphosa’s domestic nickname, while others see it as recycling the long-running “chokers” trope associated with South Africa in ICC tournaments. The casting choice has also drawn scrutiny, with viewers noting the physical disparity between the actors playing the two fans, which critics described as a cheap attempt to belittle the opposition.
Even Indian supporters have joined the pile-on. Many warned that such chest-thumping marketing risks “jinxing” the team, pointing to past tournaments where aggressive campaigns preceded unexpected defeats.
Star Sports is no stranger to rivalry-led advertising, having struck gold with its earlier “Mauka Mauka” series. But analysts say the cupcake campaign misreads a fanbase that has grown less tolerant of overtly mocking narratives and more attuned to sporting parity and respect.
India and South Africa meet on Sunday, 22 February, at the 132,000-seat Narendra Modi Stadium. With South Africa securing their Super 8 berth through a commanding win over the UAE, the fixture is widely billed as a heavyweight clash, not the walkover the ad appears to suggest.
