MAM
Mush is in the air, but do we really care: Says this quirky Valentine’s Day campaign by Britannia Little Hearts
Mumbai: Young Indians, a whopping 50% of India’s population are living in times of unprecedented extremes. They are free, bold, bright, ambitious, with a mind of their own and not shackled by conventional thinking.
This young generation believes in embracing change, they are comfortable in their own skin and are willing to go against the established social norm. In fact, Valentine’s Day was a day of reckoning in the lives of most teens in the past. It was a day of some really happy hearts and many more broken hearts. But now, more and more young people are taking days like Valentine’s day far less seriously and are enjoying it, irrespective of whether they are hooked up or single, accepted or rejected.
Britannia Little Hearts takes pride in staying attuned to the vibes of the youth. And we heard them. We saw that there was too much mush floating, and the world needed a saviour. Introducing the #BreakSomeHearts Song, Valentine’s Day 2020 edition. (No prize for guessing, it’s a song that celebrates breaking hearts!)
The brand-new song released on the eve of Valentine’s Day is set in a rap-meets qawwali genre and is a fresh, fun and edgy take on heartbreaks and one that will inevitably make it to your playlist! The song features the standout rapper, Kaam Bhaari along with actress and influencer, Ahsaas Channa.
What does it set out to do? It is a masterclass in the art of saying No to those oh-so-boring love dramas, and in chasing those unwanted relationships out of your lives. Set to a quirky, fun, sing-along set of beats. So, what are you waiting for! Click the link: to listen to the song and make it a part of your playlist this Valentine’s Day.
Talking about the campaign, Mr. Vinay Subramanyam, Head-Marketing, Britannia Industries said, “Britannia Little Hearts is a brand of the young, by the young and for the young. The brand follows youth trends keenly and knows that they ‘Love themselves’ more than anyone else. They don’t need a relationship to define themselves. They are happy when they are in a relationship and happier when they are not. They don’t get dejected when rejected, and they don’t think twice before saying no either. What better gift can a brand give them, than a contemporary take on #BreakingSomeHearts. This Valentine’s Day when the world zigs, Little Hearts shall proudly zag!”
Priya Shivakumar, National Creative Director,Wunderman Thompson India while talking about the campaign said, “The overdose of mush on Valentine’s Day was becoming a theme to break away from and for the last two seasons, Little Hearts became the brand to change the conversation with “Break some hearts”. This year we wanted to deliver the heartbreak a little differently with the first ever Qawali-Rap battle that offers quirky advice to break the heart of every kind of hopeful Romeo you may come across on this day dedicated to love. Featuring Ahsaas Channa and Kaam Bhaari who bring their unique styles to the lively musical debate, this piece of content is the fun antidote to romantic melodrama, sappy love stories and other Valentine’s cliches. Making it a cool counterpoint to the popular narrative and a youthful take on the culture of love.”
Ahsaas Channa, talking about her experience said, “I have grown-up eating Britannia Little Hearts and the entire experience of creating the song was a lot of fun – from coming up with the rap, to adding the qawwali and identifying the different situations. We just hope that the audience enjoys this song as much as we have enjoyed making it.”
Campaign Credits –
Creative Agency: Wunderman Thompson
Chief Creative Officer: Senthil Kumar
National Creative Director: Priya Shivakumar
Sr. VP and Managing Partner: Kundan Joshee
Vice President & EBD: Tiraz Balaporia
Creative Director: Ashwin Lingan, Pradeep Ravindran
Copywriter: Rishabh Mishra
Art Director: Akshay Kumar Bhat, Anusree Nair
Account Management: Sandeep Mathummal, Rince Panicker
Production house: EO2 Events & Films
Exe. Producer: Risheeta Agrawal
Director: Adhiraj Bose
Music Director: Karan Kanchan
Vocals: Kaam Bhaari, Yashika Sikka
Lyrics: Kaam Bhaari and Vishal Dayama
Featuring: Kaam Bhaari and Ahsaas Channa
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
