MAM
Lodestar UM facilitates unique association between Amul & Cricket South Africa with high visibility during matches
MUMBAI: Lodestar UM (An IPG Mediabrands Company) one of the leading media agencies in India, has brought together India's largest dairy brand, Amul and Cricket South Africa in a unique and innovative partnership. The agency has facilitated a two-pronged media deal for Amul for the on-going Proteas Tour of India.
The brand, Amul, is present on the jersey of the South African team, as well as on the boundary rope. It's an innovative media association for Amul, where the brand is getting 10X visibility on television(through both the jersey and on-ground rope), without buying on-air sponsorship.
Dr R.S. Sodhi, Managing Director, Amul, said, "Amul is very proud to be associated with the South African cricket series an an Asian Partner."
Talking about the association, Dhruv Jha, head content and experiences, Lodestar UM, said, "We are always looking out to create innovative media solutions for our clients that benefit them both in terms of reach and cost efficiency. Amul has always been a big sports enthusiast. This association is the testimony to the brand's commitment for sports."
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
