Brands
DOMS Industries raises stake in Pioneer Stationery to 64 per cent with buyout
Final tranche lifts control as stationery maker tightens grip on subsidiary
MUMBAI: DOMS Industries Limited has increased its stake in Pioneer Stationery Private Limited to 64 per cent, completing the final leg of an acquisition aimed at strengthening its hold over the business.
The company said it has acquired the remaining 6.5 per cent stake in Pioneer from existing shareholders, taking its total shareholding up from 57.5 per cent. The transaction, completed on March 31, 2026, involved the purchase of 3,900 equity shares for a total consideration of Rs 5.53 crore.
This follows an earlier board-approved plan to acquire an additional 13 per cent stake in the subsidiary, as disclosed in late December 2025. With this final tranche now concluded, DOMS has effectively tightened its control over Pioneer, signalling a deeper integration of operations.
The move is part of the company’s broader strategy to consolidate its presence in the stationery segment, where scale and distribution play a critical role. By increasing its ownership, DOMS is expected to streamline decision-making and unlock greater operational efficiencies within the subsidiary.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
