MAM
Rebel Foods appoints Essence as its integrated media agency in India
Mumbai: WPP by GroupM’s media agency Essence on Thursday announced that it has been appointed as the integrated media agency of record by Rebel Foods in India. Led out of its Mumbai office, Essence’s scope of work includes strategy, analytics, media planning and media activation for the internet restaurant company’s brand marketing activities.
As part of the partnership, Essence’s first few activities for Rebel Foods include campaigns for Faasos targeting fast food lovers and Sweet Truth celebrating midnight cravings, along with integrated communications plans for Behrouz Biryani and the company’s food court on an app experience, EatSure, in key markets.
Founded in 2011 and headquartered in Mumbai, Rebel Foods is home to brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Lunch Box, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth and Wendy’s.
With a network of over 4,000 restaurants across over 450 kitchens in more than 70 cities spanning 10 countries worldwide, the company has developed its own operating system of culinary innovation, robust supply chain and full-stack technology, through which food brands are launched and scaled up in a very short period of time.
Rebel Foods currently operates over 45 own and partner brands, ranging from startups to global majors, to cater to consumers’ different food missions.
Commenting on the partnership, Rebel Foods co-founder and India CEO Ankush Grover said, “We are on a journey to build the world’s most exciting and delightful food company, serving the highest quality of brands across customer food missions in every neighbourhood in the world. Keeping our vision in mind, it is inevitable for our brands to have a communication strategy that focuses on customer-first offerings, while complementing our brand promise. Over the years, our communication has been authentic, relatable, creative, innovative, and at the same time, has reflected the brand’s core value. We believe Essence is an ideal partner to help us in our journey with an insight-led analytical approach, while bringing a unique style of creativity and innovation. We are looking forward to collaborating with Essence on some exciting campaigns and strategies.”
“Rebel Foods is a revolutionary, fast-growing cloud kitchen operator with multiple food brands in its portfolio. With our data-driven approach to strategy, analytics and media, focused on delivering value to brands and consumers through innovation, we see opportunities to help Rebel Foods drive greater synergies and efficiencies across its brands, while defining bespoke growth paths for each brand,” said Essence managing director, India Sonali Malaviya. “We are thrilled to collaborate with Rebel Foods on its exciting growth journey and become its ally in achieving its growth goals.”
Rebel Foods joins Essence’s diverse portfolio of clients across its Bengaluru, Delhi and Mumbai offices, covering a mix of high-growth, technology-driven startups as well as established local and global companies.
Since Essence’s entry into India in 2016, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
