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Josh Barkaraar Rahega! Munchilicious Granola partners with Ektaa Kapoor’s celebrity MTV Box Cricket League 2019
MUMBAI: Munchilicious, a delicious, healthy and crunchy granola-cereal brand announced today that it has partnered with Ektaa Kapoor promoted Indian sports reality television show, MTV Box Cricket League 2019 as the official “All-Time Snacking Partner”. The annual indoor cricket event by Balaji Telefilms brings together the crème de la crème of the television industry who battle it out on the ground for the grand trophy.
The fourth edition of the MTV Box Cricket League promises to be a unique mélange of cricket and entertainment with over 200 celebrities setting the cricket ground on fire with their sporty moves. Munchilicious Granola will be the perfect choice to boost the energy levels of the players and keep the josh barkaraar as they sweat it out on field. The show is scheduled to be telecasted on April 15, 2019. Munchilicious will give away the ‘All-Time Favorite Player of the Match’ awards.
Rohit Mohan Pugalia, Partner & CEO, Soch Foods, commented, “The concept of granola cereal has moved beyond the conventional users. In today’s fast paced world the benefits of Munchilicious Granola are of high relevance to health-conscious people as well as stakeholders of the corporate world who are always vulnerable and tend to miss out on a healthy diet at an appropriate time of the day. Through our tie-up with the MTV Celebrity Box Cricket League we aim to connect to the youth and spread awareness on the benefits of granola the ‘all-time-snack for a healthier India’.”
Cricket is the heartbeat of the nation and with this association, Soch Food’s Munchilicious Granola aims to reach out to the new age health conscious as well as time starved young generation thereby ushering a new wave of healthy eating. Launched in 2018, Munchilicious has paved its way to leading retail platforms across India such as Nature’s Basket, Spencers, More, Amazon, Flipkart and many more. Presently, Munchilicious is available in the popular variants of Dried Fruits, Original and Dark Chocolate.
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Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
