Brands
Ranveer Singh joins Crossbond as brand ambassador for India push
Engineered wood brand taps star power to boost reach and design appeal
MUMBAI: Crossbond has signed Ranveer Singh as its brand ambassador, marking a key step in its efforts to expand visibility and strengthen its presence across the Indian market.
The engineered wood and decorative panel brand plans to roll out an integrated campaign featuring the actor, with a mix of print and visual media set to go live from early April. The campaign will spotlight its flagship products, including HDMR Max and Boiltough, with a focus on durability and reliability.
Backed by the Metro Group, Crossbond has built a portfolio spanning MDF, HDMR and particle boards, along with laminates, acrylic panels and flooring solutions. These products cater to a wide range of applications, from furniture manufacturing to interior design and architectural projects.
The company is positioning this association as more than just a celebrity endorsement. By bringing Singh on board, it aims to connect more deeply with architects, interior professionals, dealers and end consumers, while reinforcing its image as a modern, design-forward brand.
Speaking about the partnership, Ranveer Singh said he was drawn to the brand’s focus on strength and finish. “I’m excited to partner with Crossbond, a brand that stands for strength, reliability and modern design. Whether it’s furniture, interiors or modern spaces, strength and finish matter. That’s what Crossbond is all about.”
Crossbond managing director Ram Agarwal said, “This partnership with Ranveer Singh marks a proud milestone in Crossbond’s journey. His energy and individuality align strongly with our evolving brand vision. As we expand our presence across India, this collaboration reflects our commitment to inspiring a new era of design, craftsmanship and innovation.”
With new campaigns in the pipeline, the brand is betting on a blend of product strength and star appeal to stand out in a competitive category. If all goes to plan, Crossbond’s next phase of growth could be as bold and high-energy as its new ambassador.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
