MAM
Hunter fuels youth victory as title sponsor of the inaugural Madhya Pradesh League
Mumbai: SOM Distilleries and Breweries Ltd is thrilled to announce that Hunter, its iconic brand known for embodying youthful spirit and an unyielding thirst for victory, will be the title sponsor of the inaugural Madhya Pradesh League (MPL), a franchise-based professional T20 cricket league. The MPL, organised by the Gwalior Division Cricket Association (GDCA) under the Madhya Pradesh Cricket Association (MPCA) and the Board of Control for Cricket in India (BCCI), promises to be a ground-breaking event in the cricketing calendar, celebrating vibrant energy and competitive excellence.
The league’s inaugural edition, running from 15 June to 23 June 2024, will feature top players from the state, including IPL and international cricket stars. Drawing inspiration from the Indian Premier League (IPL), the MPL offers world-class production quality and broadcasting, delivering an electrifying “cricketainment” experience for local fans. This grand event is set to uncover new talent from the state, empowering regional cricket players by enhancing their confidence, game, and skill. It also seeks to provide substantial financial opportunities and a broad scope for growth for these athletes.
SOM Distilleries & Breweries Ltd chief marketing officer Anand Agrawal the makers of the very popular brand Hunter, shared his enthusiasm for the partnership, stating, “We are thrilled to be the title sponsor of the Madhya Pradesh League. This collaboration perfectly aligns with Hunter’s core values of youthful spirit and it’s unparalleled thirst for victory. Our commitment to empowering regional cricket players and creating unforgettable experiences for local fans resonates with Hunter’s mission of fostering talent and community vibrancy.”
Hunter, synonymous with boldness and innovation, is a natural fit as the title sponsor for the MPL. The brand has always stood for the vibrancy and aspirations of today’s youth, making this association a perfect blend of cricket and youthful energy. The MPL aims to build a strong emotional connection with the audience, fostering a sense of community and support, which is at the heart of Hunter’s brand ethos.
MPL CEO Ravi Patankar added, “As MPL embarks on an exciting season, we are thrilled to welcome Hunter as our Title Sponsor. Their unwavering support reflects their commitment to excellence and their dedication to delivering top-notch experiences to customers. We look forward to a successful season together, representing the spirit of cricket and youthfulness.”
The inaugural edition, held at the Gwalior International Cricket Stadium, will feature five teams: Rewa Jaguars, Jabalpur Lions, Gwalior Cheetahs, Malwa Panthers, and Bhopal Leopards. Prominent players such as Kulwant Khejroliya, Avesh Khan, Venkatesh Iyer, Rajat Patidar, and Kumar Kartikeya will grace the tournament. The league promises 10 days of high-octane cricket in a round-robin format and will be telecasted on Jio Cinema Digital and Sports Network 18 on TV.
The inauguration of the tournament was graced by Mohan Yadav, Chief Minister of Madhya Pradesh, along with Jyotiraditya Scindia, JK Shah, and cricket legend Kapil Dev, among other dignitaries.
Hunter’s association with the MPL not only signifies a sponsorship but a celebration of youthful spirit, community, and the unyielding passion for cricket. This partnership aims to inspire and resonate with the youth, empowering them to pursue their dreams with confidence and vigour.
Brands
Yes Madam taps Rajpal Yadav’s Chota Don nostalgia to power new digital campaign
Home salon platform ropes in Tanya Mittal as it bets on humour and pop culture to showcase trust and convenience
NOIDA: India’s fast-growing home salon platform Yes Madam is leaning on nostalgia and a dose of comic chaos to pitch its services. The brand has launched a new digital campaign starring Rajpal Yadav and influencer Tanya Mittal, reviving Yadav’s much-loved Chota Don character to underline the reliability of at-home beauty services.
The campaign marks Yes Madam’s first collaboration with Rajpal Yadav and revisits the quirky Chota Don persona made famous in the 2007 film Partner. Produced with Footloose Films, the film blends slapstick humour with a nostalgic callback to spotlight the platform’s promise of dependable, quality services delivered at home.
The storyline plays out like a miniature action comedy. Tanya Mittal finds herself surrounded by goons and calls for help, only for Rajpal Yadav to appear in full Chota Don mode, dispatching the attackers in his trademark comic style as Mittal cheers him on. The drama then flips abruptly to a calmer scene, with Mittal relaxing at home while enjoying a Yes Madam service and insisting the heroic episode really happened, even as posters of Chota Don decorate her house. The film ends with Yadav’s voiceover declaring that the incident may or may not have happened, but the trust and quality of Yes Madam’s services certainly have.
The collaboration also follows a broader show of support for Rajpal Yadav within the industry. In the growing wave of backing for the veteran actor, Mayank Arya, co-founder and chief executive of Yes Madam, publicly supported actor-producer Sonu Sood’s call for concrete help from the film industry and corporate brands. Arya took to the social media platform X urging companies to move beyond expressions of sympathy and instead offer tangible opportunities to the actor amid his ongoing legal and financial challenges.
He wrote, “Seconded @SonuSood. Even brands should come forward to help the great talent. @Rajpalofficial will also be a part of an ad film @_yesmadam! Have already aligned the team on it. #ComeBackStronger.”
Seconded @SonuSood. Even brands should come forward to help the the great talent.@Rajpalofficial will also be a part of an ad film @_yesmadam !
Have already aligned the team on it.#ComeBackStronger https://t.co/Q7qpJttLTs— Mayank Arya (@iammayankarya) February 11, 2026
Rajpal Yadav recently surrendered at Tihar Jail after the Delhi High Court rejected his plea seeking additional time to repay dues in a long-running cheque-bounce case. The actor had been accused in the case in 2018 after he was unable to repay a loan taken for a film project that failed at the box office. The court later ordered him to surrender after the dues remained unpaid.
The situation triggered a wave of support from several high-profile figures. Sonu Sood emerged as one of the most prominent voices, expressing solidarity and promising Yadav a role in his next film. Sood emphasised that industry support should be about dignity and real job opportunities rather than charity. Celebrities including Salman Khan, Ajay Devgn, Gurmeet Choudhary and Guru Randhawa have also publicly extended financial and professional support.
Before surrendering, Rajpal Yadav shared an emotional statement in which he spoke about feeling alone and unsupported, a remark that struck a chord with many in the industry. However, his brother later clarified that the actor would never have intended to suggest that he lacked support from colleagues or well-wishers.
Reflecting on the campaign, Mayank Arya said the film was designed to entertain while strengthening the brand’s message. “At Yes Madam, we have always believed in creating campaigns that connect with audiences in an engaging and memorable way. I had earlier spoken about the importance of extending meaningful opportunities to Rajpal Yadav, and we are glad to be the first brand to take that step forward with this collaboration. Through this film, we wanted to create a compelling narrative while also reinforcing the trust and reliability that customers associate with Yes Madam’s services,” Arya said.
Akanksha Vishnoi, co-founder, said the campaign leans on nostalgia to strike a chord with digital audiences. “Consumers today engage deeply with content that blends entertainment with relatability. With this campaign, we wanted to revisit a nostalgic moment while subtly reinforcing the convenience and reliability of at-home services. Rajpal Yadav’s Chota Don is an iconic character that instantly evokes nostalgia and humour, making it the perfect fit for this campaign. Tanya Mittal’s presence added a vibrant energy and helped us bring the vision of the campaign to life,” Vishnoi said.
Founded in 2016, Yes Madam offers salon and spa services at home through trained professionals using hygienic, single-use product formats. The platform now operates in more than 55 cities across India, pitching convenience, transparency and quality to a growing base of urban consumers.
The new campaign, rolling out across social media and video platforms, makes its pitch with a wink. The Chota Don rescue might be fiction, but the promise of a salon at your doorstep, the brand suggests, is the real deal.
