MAM
Bisk Farm appoints Saikat Ghosh as senior vice president and head of sales
Mumbai: SAJ Food Products Pvt Ltd, one of India’s leading FMCG companies known for its Bisk Farm brand of biscuits, has announced the appointment of Saikat Ghosh as the senior vice resident and head of sales for its flagship brand, Bisk Farm. The brand is popular for its delectable range encompassing biscuits, cookies, cakes, wafers, and rusks. The brand’s irresistible offerings have earned it a special place in the hearts of Indian consumers.
Expressing his delight at the appointment of Ghosh, the executive chairman of SAJ Food Products Pvt Ltd. Arpan Paul, said ”We warmly welcome Saikat to the Bisk Farm family. His extensive experience and outstanding accomplishments in the FMCG sector align perfectly with our vision of becoming the leading biscuit and confectionery brand in India. We firmly believe that his leadership will be instrumental in propelling Bisk Farm toward new horizons of growth.“
Saikat Ghosh brings with him a wealth of experience to his new role, garnered over multiple successful stints in the FMCG domain. Most notably, he made significant contributions during his 15-year tenure at Dabur India, followed by over a decade of pivotal involvement with Emami Ltd. Ghosh’s expertise spans various facets of the fast-moving consumer goods industry. His profound insights and strategic acumen are poised to drive Bisk Farm’s growth to new heights.
Echoing Paul’s views, Bisk Farm managing director Vijay Kumar Singh added, “Ghosh’s appointment comes at a crucial juncture as we seek to strengthen our market presence. With his deep industry knowledge and proven leadership, we are confident that he will be able to lead our sales team and contribute to Bisk Farm’s continued success.”
“I am delighted to join Bisk Farm, a brand that has truly captured the hearts of millions,” Saikat Ghosh stated. “I am confident that, together with our people as well as business partners, we can build on the brand’s strong foundation and contribute to the brand’s mission of delivering exceptional products, fostering sustainable growth, and elevating Bisk Farm to greater heights.”
Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
