Sports
Faasos launches cricket-themed campaign with Coca-cola India
Slap Hand Freebie in Mumbai and Match Day Apology Cards in Chennai, Ahmedabad turn T20 viewing into a noisy ritual.
MUMBAI: Faasos just turned match-day madness into a menu item because when T20 fever hits, even your neighbours deserve an apology (and your wraps deserve a ritual). Faasos, in collaboration with Coca-cola India, has rolled out a playful cricket-themed campaign during the ongoing T20 season, celebrating the chaotic, emotional, superstition-laced way India watches the game. The initiative transforms everyday viewing into a shared, noisy celebration across homes, friend groups, and cities complete with city-specific executions that lean into the humour and high drama of live matches.
In Mumbai, Faasos introduced the Slap Hand Freebie, a fun, hand-shaped prop that lets fans express raw joy or frustration with a satisfying slap during big moments. In Chennai and Ahmedabad, deliveries come with a cheeky Match Day Apology Card, giving viewers a light-hearted way to say sorry in advance to partners, family, bosses, or neighbours for the shouting, jumping, and general lack of attention during the game.
Tapping into cricket’s famous superstitions from sitting in the same spot to performing the same actions Faasos launched Special Match Day Ritual Combos that encourage fans to order the same wrap and Coke every match, turning the meal into a “lucky” part of their viewing routine.
Rebel Foods (Faasos’ parent) CMO Nishant Kedia said, “Cricket in India, especially during the T20 season, is an emotional experience. We didn’t want to just ride the cricket wave. We wanted to celebrate the experience of the fans whether it is the noise, the nervousness, or the superstitions.”
The Coca-cola India tie-up adds prizes, fans stand a chance to win 24 match tickets, trophy keychains, signed cricket balls, and official merchandise with every eligible order during the campaign period.
Amplified by cricket-loving Instagram influencers capturing real-time reactions and fan behaviour, the campaign is live in Mumbai, Chennai, and Ahmedabad with tailored activations for each city.
In a season where every boundary sparks joy or despair, Faasos has cleverly slid itself into the ritual proving that sometimes the best way to enjoy the game is with a wrap in one hand, a Coke in the other, and an apology card ready for whoever’s sitting nearby.
Sports
JK Lakshmi Cement named principal sponsor of Rajasthan Royals
Cement maker’s logo to feature on team jersey for the 2026 T20 season.
MUMBAI: When cricket meets concrete, the partnership is built to last. JK Lakshmi Cement Limited has signed on as the principal sponsor of Rajasthan Royals for the 2026 T20 season, marking a renewed collaboration between two organisations that share deep roots in Rajasthan. Under the agreement, the JK Lakshmi Cement logo will appear prominently on the back of the Rajasthan Royals’ match jersey throughout the season. The brand will also feature across team gear, in stadium signage and digital match day content, giving it strong visibility during one of India’s most watched sporting tournaments.
For JK Lakshmi Cement, the partnership reflects a long standing association with the state. The company has maintained a significant presence in Rajasthan for decades through its manufacturing facilities, distribution network and relationships with contractors, dealers and local communities.
JK Lakshmi Cement, deputy managing director Shrivats Singhania, at said the collaboration celebrates the shared heritage of both organisations. “Rajasthan has always been integral to our journey, shaping our identity and growth from our factories and logistics to the people and businesses that inspire us every day. This partnership with Rajasthan Royals deepens that connection, celebrating the shared values of entrepreneurship, performance and enduring commitment,” he said.
He added that the national reach of the T20 league offers an opportunity to showcase Rajasthan’s spirit on a larger stage.
Cricket continues to be one of India’s most powerful cultural connectors, drawing fans across regions and generations. JK Lakshmi Cement sees the association as a way to strengthen engagement with stakeholders ranging from homeowners and contractors to engineers, masons and dealers.
JK Lakshmi Cement president and director Arun Shukla noted that the journey of the brand and the team share striking similarities. “The journey of Rajasthan Royals is similar to ours strong roots in Rajasthan and a growing presence across the country. This partnership is also about honouring the people who work hard every day to build India, irrespective of the state they reside in,” he said.
He added that the association will help bring the brand closer to audiences, from individual homes in smaller towns to large infrastructure projects in major cities, while connecting them to the energy of the T20 season.
From the team’s perspective, the partnership strengthens its ties with homegrown brands.
Rajasthan Royals chief operating officer Alok Chitre said the team was pleased to welcome JK Lakshmi Cement as its principal sponsor. “We are happy to have JK Lakshmi Cement as our principal sponsor for the Rajasthan Royals 2026 season. It means a lot that a brand from Rajasthan is on the back of the Royals jersey. JK Lakshmi Cement is a natural partner because it has a strong presence in the state and beyond,” he said.
As India’s infrastructure and construction sectors continue to grow, JK Lakshmi Cement has been focusing on operational strength, innovation and long term expansion. Strategic collaborations such as this allow the brand to connect with wider audiences while reinforcing its presence in markets where it has long operated.
For Rajasthan Royals, meanwhile, the deal adds another regional ally to its roster proving that sometimes, the strongest partnerships are the ones built close to home.
