Brands
Unilever nears $60bn merger of its food arm with spice giant McCormick
A cash-and-stock deal, structured to be tax-efficient, could be announced as early as this week, but the ink is not yet dry
LONDON: The world’s condiment cupboard is about to get a whole lot more consolidated. Unilever, the Anglo-Dutch consumer goods giant, is closing in on a deal to carve out a large chunk of its food business and merge it with McCormick & Company, the American spice-maker, creating a combined entity worth roughly $60bn, according to a report by the Wall Street Journal.
The proposed transaction would be structured as a cash-and-stock deal, with Unilever shareholders expected to retain about two-thirds of the new entity. A cash component of approximately $16bn is set to be included. The vehicle of choice is a Reverse Morris Trust, a structure beloved by corporate lawyers for its ability to shield such transactions from US federal income taxes.
Not everything is on the table, however. Unilever has made clear that its India operations would be excluded from the arrangement, preserving one of its most prized and complex emerging-market businesses from the merger’s reach.
If finalised, the deal would rank among the largest consolidations the global food industry has seen in years, yoking together two of the biggest names in packaged foods and seasonings. The combined group could significantly bolster its clout in international markets, particularly in branded consumer products.
Unilever, though, is playing it carefully. The company reiterated that talks are continuing and that final terms have yet to be agreed, adding that it would provide further updates as negotiations progress.
Watch this space, but do not reach for the mustard just yet.
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
