Brands
Godrej Vikhroli Cucina rewrites Christmas with an Indian jingle
MUMBAI: Godrej Vikhroli Cucina has recast the idea of Christmas for urban India with Jingle Bells Unwrapped, a culturally rooted rework of the classic carol that trades snowflakes and feasts for high-rises, flatmates and comfort food.
The culinary owned-media platform of Godrej Industries Group collaborated with vocal ensemble Voctronica, alongside Godrej Yummmiez and celebrity chefs Amrita Raichand and Ajay Chopra, to produce a contemporary track that mirrors how Christmas is increasingly celebrated in Indian cities.
The campaign leans into a lived reality where celebrations unfold in apartments rather than ancestral homes, and festive warmth comes from shared playlists, old fairy lights and familiar films streamed on couches. Food plays a central emotional role, positioned not as elaborate cooking but as quick, comforting snacks that set the mood.
Insights from Godrej Yummmiez’s Sttem 2.0 India Snacking Report anchor the narrative: 67 per cent of Indians snack based on mood, while 72 per cent snack more when happy. These behavioural cues are woven into the lyrics, reinforcing the idea that convenience-led, protein-rich foods are becoming part of everyday celebratory rituals.
Godrej Foods Ltd head of marketing and innovation Anushree Dewen, said the collaboration reimagines a familiar Christmas tune through insight-led storytelling that places modern Indian behaviour at its core. Godrej Industries Group chief communication officer Sujit Patil, added that the campaign reflects a shift towards mindful yet joyful celebrations, where small, shared moments matter more than spectacle.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
