iWorld
hoichoi brings exciting offers for its subscriber-base by associating with GrabOn
MUMBAI: hoichoi, world’s largest digital content platform for Bengali movies & shows has entered into a unique partnership with coupon giants GrabOn. This tie-up will provide users with amazing discounts on a wide variety of verticals from food, fashion, travel, recharge and more from their merchants. hoichoi will be promoting these coupon & promo codes sourced from GrabOn on their social media platforms and also through other channels, to give their consumer base enthralling concessions in varied categories. At the same time, GrabOn would be creating a microsite and list all the offers available across categories which users who subscribe to hoichoi can avail. The microsite will again be promoted through hoichoi’s social channels and their user base through email, sms and other mediums.
Vishnu Mohta, Co-Founder of hoichoi, commented: “hoichoi will be the one of the first OTT platforms to enter in an interesting partnership with GrabOn. This will enable our subscribers to get offers from GrabOn through their website to avail them at their own accordance. We are a ‘customer-first’ company and we have always been focused at giving something extra to our subscribers. This partnership with GrabOn allows exactly that!”
GrabOn’s Founder & CEO, Ashok Reddy stated: “The partnership will help the market leaders break through to a whole new user demographic helping them save big on online shopping and purchase. This alliance will benefit both the parties, as hoichoi subscribers can avail the best discounts while GrabOn users can enjoy the extensive content library like originals and movies which hoichoi provides.”
Broadband
Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
