Brands
Seagram’s Xclamat!on pulls the plug on ‘!’ to spark youth buzz
MUMBAI: Seagram’s Xclamat!on Mixers, Pernod Ricard India’s newest foray into the mixers market, has announced its arrival with a mischievous social-media stunt aimed squarely at urban youth.
In a tie-up with keyboard app Bobble AI, which claims 75 million monthly active users, the brand temporarily removed the exclamation mark from users’ mobile keyboards for a day. Morning greetings and casual texts suddenly felt oddly flat, prompting confusion, jokes and a flood of online commentary on what life without “!” might look like.
The punctuation blackout rippled quickly across social media, with influencers including Kusha Kapila, Rahul Dua, Srishti Dixit, Tanmay Singh (Scout) and Mohak Narang amplifying the joke through posts on the missing mark. The hashtag #AddXclamat!onToLife climbed to the number one trending topic on X in India during the campaign.
Two days later, the brand restored the exclamation mark to announce the official launch of Seagram’s Xclamat!on Mixers, positioning the symbol as shorthand for energy, emotion and self-expression.
Pernod Ricard India CMO Debasree Dasgupta, said the idea captured the brand’s core philosophy. “There’s a difference between saying hello and saying hello! Taking the ‘!’ away makes you feel what’s missing, which is exactly what Xclamat!on stands for.”
Ogilvy North president Prakash Nair, said the insight was simple: remove the exclamation mark and every message loses its punch. “That tiny mark carries a world of emotion.”
WPP Media South Asia president Ajay Gupte, called the campaign a cultural moment that delivered scale and excitement beyond conventional launch advertising.
Bobble AI CEO Ankit Prasad said the collaboration showcased how technology could be used creatively to bring a brand story to life, while Renee Mitra, executive vp at Blink, said the brand’s active participation in online conversation helped it connect organically with younger audiences.
Brands
Bajaj Consumer Care FY26 profit rises to Rs 193.7 crore
Revenue climbs to Rs 1,092 crore as profit grows 49 per cent YoY
MUMBAI: Hair today, growth tomorrow Bajaj Consumer Care Limited seems to have found its shine again, posting a sharp jump in profitability even as it doubled down on brand spends and expansion. The company reported a net profit of Rs 193.7 crore for FY26, marking a strong 49 per cent rise from Rs 130.1 crore in FY25. Revenue from operations also grew to Rs 1,092.2 crore, up from Rs 942.8 crore a year earlier, signalling steady demand momentum across its portfolio.
For the March quarter, profit stood at Rs 64.1 crore, compared to Rs 31.5 crore in the corresponding period last year, while revenue rose to Rs 308.3 crore from Rs 243.5 crore.
The performance came despite a notable increase in spending. Advertising and sales promotion expenses climbed to Rs 168.3 crore in FY26, up from Rs 137.8 crore in FY25, reflecting continued investment in brand building. Other expenses also rose to Rs 151.3 crore from Rs 134.2 crore, indicating a broader push towards growth.
Operating efficiency, however, held firm. Profit before tax increased to Rs 234.8 crore in FY26 from Rs 157.7 crore a year earlier, supported by disciplined cost management across materials and inventory.
On the balance sheet, the company’s total assets expanded to Rs 959.1 crore as of March 31, 2026, compared to Rs 931.9 crore a year earlier. Other equity rose to Rs 780.3 crore, reinforcing a stronger financial base.
Cash flow from operations saw a significant uptick, reaching Rs 196.9 crore in FY26, nearly three times the Rs 67.9 crore recorded in FY25, highlighting improved working capital management.
However, the year also saw aggressive capital allocation. The company spent Rs 190.2 crore on share buybacks, contributing to a net cash outflow of Rs 196.5 crore from financing activities. Cash and cash equivalents stood at Rs 6.8 crore at the end of the year, down from Rs 25.6 crore.
Even as investments in subsidiaries and assets continued, the numbers suggest a company balancing growth ambitions with shareholder returns keeping one eye on expansion and the other on efficiency.
With margins improving and revenue steadily climbing, Bajaj Consumer Care appears to be combing through the competition with renewed confidence.
