MAM
Love Runs Deep: Instagram’s new campaign aimed at marketers
KOLKATA: Instagram on Thursday launched a new campaign called Love Runs Deep which will provide a unique marketing platform to businesses, with a little help from its throng of influencers.
The Facebook-owned platform has been at the core of influencer marketing as new age creators have found a home for their creativity on the platform. Jumping on the bandwagon, brands are also heavily investing in influencers to boost their digital reach. Love Runs Deep seeks to redefine the way brands can authentically tell their stories while engaging with influencers.
A diverse set of creators and influencers – Masaba and Neena Gupta, chef Ranveer Brar, vlogger Kusha Kapila, cricketer Harmanpreet Kaur, Savi and Vid from Bruised Passports and Sakshi Sindwani from @stylemeupwithsakshi are involved in this project.
In a statement, Instagram said this is the social media platform’s first campaign in India which is aimed solely at marketers and advertisers.
As part of the campaign, brands are invited to submit their briefs in the ‘Love Runs Deep challenge’, and five of them will be chosen to have exclusive access to 25 creators to work with them free of cost. In addition, they will be eligible for $25,000 worth of ad credits to run their campaigns. The brands can be from all over India and can be big or small businesses.
The campaign began on 8 November and entries close on 13 November. Brands can submit their briefs on the campaign website. The campaign will continue for a duration of four months and will be promoted through print and digital media, as well as on the Facebook family of apps. The jury making the selection will include experts not only from Facebook but from big brands and top agencies.
Facebook India global marketing solutions director and head Sandeep Bhushan, said that through Instagram, they want to spur the interaction between creators and brands in a way that redefines the ecosystem, and allows stories to be told with greater business impact.
Speaking about Love Runs Deep, fashion designer Masaba Gupta said Instagram allowed her to build a community and she now considered it her second home. “I am because they are. And so I’ve partnered with Instagram to show that love really does run deep, far and wide.”
The campaign is set against the backdrop of the BCG-Facebook Turn The Tide report, which stated that digital influence has increased significantly in urban consumers: up to 70 per cent for mobiles, 55-60 per cent for apparel, and up to 20-25 per cent for the non-food CPG categories.
As the economy unlocks and brands look to capitalize on the resurgence in consumer demand, the timing of the campaign was opportune, said GroupM South Asia CEO Prasanth Kumar, who is also a member of the selection jury. “We believe that influencer marketing will play a vital role in telling brand stories in an effective way, something we need more of this year. Together with Instagram, we want to create effective methods for Indian brands to reach various audiences,” he added.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
