Ad Campaigns
Saffola Munchiez presents Indian Crunch League for snack fans
Mumbai: Marico Ltd, one of India’s leading FMCG companies, has announced the Indian Crunch League by Saffola Munchiez, a tasty yet healthy snacking range. Through this campaign, Saffola Munchiez aims to leverage the current cricket fever and engage consumers in an interactive contest of virtually crunching its crunchiest Ragi Chips.
The Indian Crunch League will be led by seven city teams each represented by local celebrity captains. Participants can enroll and compete for their favourite team by simply activating the Crunch-O-Meter filter on their smartphones. The objective of the contest is to catch as many crunchy Saffola Munchiez Ragi Chips as possible which contributes to the overall points for their respective cities and individual leaderboards. Individuals collecting the maximum number of Crunch will stand a chance to win Gift vouchers up to Rs 25 lakhs.
Amplifying the scale of Indian Crunch League, Saffola Munchiez has collaborated with some of the most eminent celebrities and influencers across the country. The Indian Crunch League was kick started by renowned hero host Rannvijay Singha, who invited the audience to jump on a guilt free snacking trend and participate in a fun and engaging experience.
This was followed by an announcement of seven captains representing different regions across the country-
Nikhil Chinapa for Bangalore Crackerz
Speaking about the challenge, Marico Ltd COO-India & CEO – New Business Sanjay Mishra said, “ As a leading player in the snacking category, Saffola has been known to constantly push the envelope when it comes to innovation. This unique gamified experience is a testament of the same. The Indian Crunch League offers a perfect opportunity for snack lovers / enthusiasts to showcase their skills and win exciting prizes. Through this campaign, we aim to build an impeccable brand affinity among our audience and engage with them on a regular basis.
We have thoughtfully timed this campaign during the cricket season in the country, as this is when consumers tend to binge on unhealthy snacks. With Saffola Munchiez we want to introduce the concept of conscious indulgence, wherein the consumers can savour one of the crunchiest and tastiest snacks, completely guilt-free.”
Magnifying the reach of the campaign, the brand is geared to soon reveal its next set of celebrity Impact Players.
Amidst the thrilling and anxious moments of the cricket season, consumers may crave for something more satisfying to fuel the enthusiasm. Through this campaign, Saffola aims to strike a chord with consumers by catering to their snacking desires with its crunchiest Saffola Munchiez made of Ragi Chips and Roasted Makhana, perfect for carefree indulgence. The campaign is dedicated to fulfilling the country’s snacking needs in a quirky manner.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
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Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
