MAM
Nothing’s pink phone tease sparks viral buzz
Tech firm Nothing India blends nostalgia with innovation in cheeky Rooh Afza campaign for upcoming Phone 4a launch.
MUMBAI: Nothing’s stirring the pot or rather, mixing up a rosy elixir with a campaign that’s got Bengaluru abuzz and social media fizzing like a summer sherbet. In a clever nod to India’s beloved pink-hued Rooh Afza drink, the London-based tech upstart Nothing has splashed its Bengaluru flagship store in Indiranagar with graffiti proclaiming “I love Rooh Afza” in vibrant pink spray paint. What first looked like cheeky vandalism to passers-by has turned out to be a masterful marketing ploy, teasing a fresh pink colour variant for the Nothing Phone 4a, set to debut on 5 March alongside the Phone 4a Pro.
Launched on 25 February, the campaign taps into cultural nostalgia, with Nothing’s India handle posting gems like “I don’t usually be poppin’ bottles but when I do it’s Rooh Afza.” It’s the brand’s first foray into pink across its smartphone lineup, positioning the shade as “expressive and optimistic” rather than just another hue. The move has sparked online chatter, from amused locals filming the store window to comments ranging from “paid collaboration” to playful jabs like “now Rooh Afza may write Nothing on their bottles.”
Nothing isn’t stopping at graffiti; activations have popped up across stores, including in London, blending street art with tech hype. As whispers of vandalism gave way to viral reels, one Instagram post clocked thousands of views in hours, the stunt has cleverly woven tradition into modern gadgetry, proving that sometimes, a splash of pink is all it takes to refresh a launch.
With the global rollout on 5 March at 10:30 GMT, expect the Phone 4a to shake up the mid-range market, pink variant and all. Whether it’s a hit or just fizzy fun, Nothing’s campaign shows how a dash of local flavour can turn heads in a crowded tech scene.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
