MAM
Bikano ropes in Chhota Bheem for launch of new snack range
Mumbai: Snacks major Bikano has taken the license for one of India’s most popular kids-show characters Chhota Bheem for the launch of its extruded products range under the sub-brand ‘Fatax’. The new offerings include Ringz (masala and tomato flavour), Puffeez, Cheese Balls, Pasta Crunch, and Jungle Safari.
The launch is aimed at augmenting Bikano’s presence in the rapidly growing ‘western snacks’ market (valued at RS 16000 crore) within which extrudes have witnessed significant growth and continue to expand at 23-25 per cent. In India, the extrude snacks market is expected to grow at a CAGR of over 20 per cent by 2024, the company said in a statement.
Major factors driving increased consumption in this category are growing young population, rising per capita income, and competitive pricing as well as the introduction of smaller packs, it added.
In order to penetrate this growing market, Bikano has targeted its revamped extrude range at children aged three to ten years. The company will be running a digital campaign and TVC to promote the new offerings and its association with Chhota Bheem.
“With its unique and message-driven content, Chhota Bheem has been consistently capturing the hearts of kids in India and globally all these years,” said Bikano, director, Manish Aggarwal. “This collaboration will not only attract kids to our offerings but will also drive them towards more diversified snacking options. Western snacks as a category is currently led by chips, with extrude being a small part of it. We want to drive growth in this segment as the market is ever-expanding. With our new sub-brand ‘Fatax’, we aim to deliver the best products and further develop the category in our portfolio. Offering new products on a regular basis has been our prime focus. Apart from that, the new range is expected to give us a sales surge of up to Rs 15 crore in this fiscal.”
Speaking on looping Chhota Bheem for the launch, Bikano, head of marketing, Dawinder Pal, stated, “Puffed and extruded snacks are a major trend nowadays, as they provide numerous options with plenty of interesting combinations of flavours. However, along with taste and flavour, we also need a compelling product story and visual appeal to target kids and youngsters. Chhota Bheem has a high recall among our TG. This association will enable us to get an edge over our rivals and drive sales for the category.”
The new products are available across Bikano’s general and modern trade network.
MAM
Caratlane launches Mother’s Day campaign with Yami Gautam
IPL rollout boosts reach as brand blends emotional gifting with modern insight
MUMBAI: Diamonds may be forever but this Mother’s Day, they are also getting personal. Caratlane, a TATA product, has rolled out its latest campaign featuring brand ambassador Yami Gautam Dhar, tapping into the evolving idea of gifting where emotion meets self-expression. Timed ahead of Mother’s Day, the campaign positions diamond jewellery not just as a symbol of love for mothers, but also as a shared, personal keepsake.
The films lean into a relatable insight, gifting today is no longer just about the recipient, it is also about the moment, the memory, and sometimes, a little indulgence for oneself. By weaving this duality into its storytelling, Caratlane shifts the narrative from traditional, one-way gifting to something more contemporary and nuanced.
To maximise visibility, the campaign has been strategically launched during the ongoing Indian Premier League, with placements across Star Sports and JioHotstar. The reach has been further extended through regional channels including Colours Tamil, Jalsha Movies and Star Utsav Movies, ensuring a wide national footprint.
This is not Caratlane’s first play on the IPL stage, but the scale signals intent. With millions tuning in, the platform offers a high-impact backdrop to position jewellery as part of everyday celebrations, rather than just milestone purchases.
At its core, the campaign reflects a broader shift in consumer behaviour. As jewellery becomes more accessible and less occasion-bound, brands are increasingly focusing on emotional storytelling to stay relevant.
For Caratlane, the message is clear, when it comes to celebrating mothers, the sentiment may be timeless but the way we express it is changing.
