Brands
Patanjali Group hard wires IBSFintech to transform treasury operations
MUMBAI: The Swami Ramdev, Acharya Balkrishna founded Patanjali FMCG group, has collaborated with IBSFintech, a global leader in treasury management solutions, to integrate advanced treasury and trade finance functions into its operations. This partnership marks a significant step in Patanjali’s digital evolution, leveraging IBSFintech’s platform for seamless integration with its existing ERP ecosystem.
The new system provides real-time analytics and actionable insights, enhancing risk management and boosting organisational agility and resilience.
Patanjali Foods CEO Sanjeev Asthana remarked, “This collaboration underscores our commitment to innovation and supports our global expansion strategy by addressing complexities in international operations, Forex management, and market volatility.”
Patanjali Group CFO Kumar Rajesh highlighted the operational benefits, stating, “The adoption of real-time financial insights has strengthened governance and empowered Patanjali to navigate dynamic financial landscapes with confidence.”
The initiative also integrates emerging technologies like artificial intelligence and machine learning, reinforcing Patanjali’s leadership in digital transformation across the FMCG sector.
Brands
Kingfisher bets big on music culture with Karan Aujla’s 2026 India tour
Water Partners with Karan Aujla for P POP Culture India Tour 2026
MUMBAI: Kingfisher Premium Packaged Drinking Water from United Breweries Limited, part of the Heineken Company, has announced its association as the co-presenting partner of Karan Aujla’s P POP Culture India Tour 2026. The collaboration places music and culture at the centre of the brand’s iconic “Good Times” philosophy, integrating the brand seamlessly into one of the most dynamic live music movements in the country.
As co-presenting partner, Kingfisher Premium Packaged Drinking Water will play a significant role across the tour’s on-ground and digital ecosystem, creating immersive consumer experiences and driving meaningful engagement at every touchpoint. The partnership is designed to strengthen the brand’s cultural relevance among young and expressive audiences who see music as a core part of their identity and celebrations.
At the heart of the association is a series of three brand films featuring Karan Aujla, where the global music artist reimagines Kingfisher’s iconic “Oo La La La Le O” jingle across Afro, Punjabi and Funk genres. The Afro-inspired film sets a relaxed jam-session tone, with Aujla warming up, finding his rhythm and delivering a smooth rendition that builds anticipation. The Punjabi version draws from his cultural roots, transforming the jingle into a high-energy Punjabi pop track marked by confidence and commanding stage presence. The Funk interpretation introduces a playful yet bold edge, driven by contemporary beats and groove-led production that highlights his versatility while amplifying the epic Good Times spirit. Together, the films blend spontaneous performance moments with music-led storytelling, reinforcing Kingfisher Premium Packaged Drinking Water’s long-standing association with celebration and culture.
Commenting on the partnership, United Breweries Limited chief marketing officer Vikram Bahl, said that music remains a powerful cultural connector and a core passion point for consumers. He noted that the brand has always focused on creating moments that bring people together, and reimagining the iconic jingle across diverse musical styles offers a fresh expression of the Good Times philosophy. He added that the association with Karan Aujla’s P POP Culture India Tour enables the brand to embed itself authentically within one of the most exciting music movements in India today.
Expressing his excitement, Karan Aujla said that partnering with Kingfisher felt like destiny, as music and celebration are deeply embedded in both their identities. He described reinterpreting “Oo La La La Le O” across different genres as a creative high, allowing him to respect the legacy of the iconic tune while infusing it with his own energy and contemporary sound. He emphasised that the collaboration goes beyond a remake, presenting a fresh vibe that audiences can experience live as the tour travels across cities.
The P POP Culture India Tour 2026 will roll out across major cultural hubs including Delhi on 28 February, Mumbai and Pune on 3 March, Chandigarh on 14 March, Indore on 21 March, Bengaluru on 29 March, Kolkata on 3 April, Jaipur on 5 April and Lucknow on 10 April. At every stop, Kingfisher Premium Packaged Drinking Water aims to deliver its signature Good Times experience, celebrating creativity, community and unforgettable shared moments.
With this partnership, Kingfisher Premium Packaged Drinking Water continues to strengthen music as a central pillar of its brand identity. Fans can experience the collaboration by watching the brand films across Kingfisher’s official digital and social media platforms.
