Brands
Viacom18 X Pernod Ricard India along with Wavemaker India, launch music IP – Royal Stag Packaged Drinking Water Boombox
Mumbai: Viacom18 and Pernod Ricard India in partnership with Wavemaker India, are delighted to announce yet another extraordinary collaboration for their groundbreaking music intellectual property, ‘Royal Stag Packaged Drinking Water Boombox’. This innovative venture signifies the fusion of two distinct genres, Bollywood melodies and Hip Hop, resulting in a one-of-a-kind musical experience that is poised to captivate audiences nationwide. The ‘Royal Stag Boombox Originals’ initiative progresses to its next phase with the highly anticipated release of four original music videos featuring renowned artists such as Jasleen Royal, Dino James, Nikhita Gandhi, Bali, Neeti Mohan, EPR, Amit Trivedi, and SlowCheeta, promising an unparalleled blend of soulful melodies and vibrant rap.
Commenting on the association, Viacom18 head – branded content Vivek Mohan Sharma said, “We are thrilled to partner with Pernod Ricard India for ‘Royal Stag Packaged Drinking Water Boombox’ and the talented artists in this groundbreaking launch of a one-of-its-kind music IP. At Viacom18, we believe in the power of engaging and impactful associations that add tremendous value to our brand partners. This collaboration allows us to leverage our deep understanding of music, extensive network and platforms, ensuring widespread reach and engagement for this unique experience. Together, we aim to create a new benchmark in the music industry and provide audiences with a unique and unforgettable musical journey.”
Commenting on the same, Wavemaker India chief client officer & office head – North & East Mansi Datta said, “We are thrilled to have activated Boombox, one-of-a-kind musical IP for our client Pernod Ricard. We fused Hip Hop & Melody to make the youth of India groove and vibe. In this endeavour we joined hands with Viacom and got the biggest names of Music to create originals that truly connect with Generation Large for the brand. I believe this collaboration marks the beginning of a new era to celebrate Music in a whole different light and create newer avenues for budding talents.”
Music has always played a crucial role in engaging consumers for the brand, and Viacom18 is committed to delivering profoundly impactful experiences. As a platform, Viacom18 fosters innovation rather than conforming to trends, encouraging aspiring talents to make a lasting impression. Viacom18, a trailblazer in the music industry, is poised to deliver an exceptional and indelible musical experience for the listeners set in motion by Royal Stag. This collaboration signifies a shared vision of pushing creative boundaries and offering audiences a unique and immersive musical experience in a phygital format. Viacom18 in partnership with Pernod Ricard, aims to reshape the music landscape and provide a dynamic platform for artists to showcase their exceptional talents with the introduction of the Royal Stag Packaged Drinking Water’s ‘Boombox’.
At the forefront of this extraordinary endeavour is a unique collaboration between Jasleen Royal, acclaimed for her soulful singing, and Dino James, a spunky rapper. Their combined talent and creativity in the music video titled “Pehle Jaisi Baat Nahi’ is set to deliver an unparalleled musical experience that will resonate with fans of both genres. This song delves into the challenges faced by a young couple in their relationship, their longing for a lost love, and the accompanying sense of nostalgia. As the first original music track emerges from this exciting collaboration, fans can look forward to experiencing many more magical fusion of Bollywood melodies and dynamic rap.
‘Hoodie’ – The year’s biggest party anthem will feature the ecstatic rapper Bali & party anthem queen Nikhita Gandhi. The pair will be seen swaying to the quirky lyrics of the new-age depiction of ‘boy meets girl’ in the energetic dance number.
‘Imtihaan’ is a beautifully crafted song that delves into the depths of an artist’s struggle with creative stagnation, vividly depicted through the poignant tale of separated lovers. EPR, the talented underground hustler, effortlessly weaves his poetic rap and rhythmic prowess, seeking to break free from the chains of artistic blockage. Adding an enchanting touch of nostalgia, Neeti Mohan’s soulful vocals intertwine with the melodies, reminiscing their old love and evoking a sense of wistful longing.
Amit Trivedi continues to break new ground by blending Desi melodies and Hip-Hop with the upcoming title ‘Mohabbat’ featuring SlowCheeta the old school rapper. Amit Trivedi plays the love guru by giving the track a Desi melody while persuading SlowCheeta, a hesitant newcomer to love freely and express without fear with a hint of Hip-Hop element.
The music videos will be exclusively available for streaming on MTV’s digital streaming platform – KaanPhod Music and Royal Stag Live It Large YouTube Channel. Listeners can also discover these tracks on popular audio platforms such as JioSaavn, Spotify, Apple Music, Hungama Music, Wynk Music, Resso, and Amazon Music.
Brands
Microsoft faces worst quarter since 2008 financial crisis
Cloud giant battles soaring AI costs and fierce competition from nimble startups.
MUMBAI: When the tech titan starts looking a little wobbly, even the Magnificent Seven can feel the tremors because Microsoft is currently starring in its own sequel, “Clouds and Doubts.” Microsoft is on track for its worst quarterly performance since the 2008 global financial crisis, according to Bloomberg, as investors grow increasingly uneasy about rising capital expenditure and intensifying competition from nimble AI firms. The company has been pouring money into AI infrastructure, yet markets are questioning when these hefty investments will finally deliver stronger revenue growth.
At the same time, investors are shifting away from traditional software stocks amid fears that AI startups such as Anthropic and OpenAI are developing autonomous agents capable of replacing established products, including those from Microsoft. Jonathan Cofsky, portfolio manager at Janus Henderson Investors, noted growing concern that customers may bypass Microsoft and deal directly with AI vendors, potentially disrupting its core business and putting pressure on pricing and margins.
Microsoft’s stock has tumbled 25 per cent in the first quarter, putting it on course for its largest drop since a 27 per cent fall in the fourth quarter of 2008. It has also emerged as the weakest performer among the so-called Magnificent Seven technology stocks, while a broader index tracking the group has fallen 14 per cent over the same period. The shares slipped a further 1.7 per cent after markets opened on Friday, marking a potential fourth consecutive session of declines.
Cofsky pointed out that Microsoft has become more capital intensive and that improved investor confidence will hinge on assurances that software growth will not slow materially. Despite the sell-off, the stock is now trading at less than 20 times projected earnings over the next 12 months, its lowest valuation level since June 2016. Its valuation remains slightly above that of the S&P 500 Index, although it has recently traded at a discount to the broader benchmark for the first time since 2015.
Bloomberg data shows Microsoft’s capital expenditure, including leases, is expected to surge to $146 billion in fiscal 2026, up around 66 per cent from $88 billion in fiscal 2025. Spending is projected to climb further to $170 billion in fiscal 2027 and $191 billion in fiscal 2028, based on average estimates. Investors are growing cautious about such levels of spending without clearer signs of stronger growth.
Microsoft’s Azure cloud division has reported a slight slowdown in growth compared with the previous quarter, while its Copilot AI product has seen limited user traction, prompting internal changes aimed at improving performance. Ben Reitzes, an analyst at Melius Research, warned in a March note that Microsoft’s upside in Azure could be constrained as the company works to address challenges related to its AI models and Copilot offering, adding that these issues are unlikely to be resolved in the short term.
Of the 67 analysts covering Microsoft, 63 maintain buy ratings, three hold ratings and one a sell rating. The average 12-month price target of $592 implies a potential upside of more than 64 per cent, the highest on record based on data going back to 2009. The stock is also trading below its 200-day moving average by the widest margin since 2009.
Reitzes suggested the dominance of buy ratings may indicate complacency among analysts, while highlighting risks in Microsoft’s productivity and business processes segment as well as its More Personal Computing division. In contrast, Tal Liani of Bank of America reinstated coverage with a buy rating, citing durable multi-year growth prospects across cloud and AI. Jake Seltz, portfolio manager at Allspring Global Investments, maintained that Microsoft retains strong long-term value and that its AI strategy is likely to be validated over time, viewing near-term concerns as a potential opportunity for longer-term investors.
The report highlights a growing divergence in market sentiment, with optimism around long-term AI potential weighed against immediate execution risks and investor uncertainty. In the world of big tech, even the mightiest clouds can have silver linings but right now, Microsoft’s investors are scanning the horizon for clearer skies.
