MAM
Abhishek Bhattacharya joins JioStar as senior director and national agency head
MUMBAI: Abhishek Bhattacharya has raced into JioStar as senior director and national head of agency partnerships for the entertainment business, charged with tightening the company’s grip on India’s sprawling media market.
With two decades spent navigating India’s advertising maze, Bhattacharya brings a playbook honed across screens, sports and experiential formats. He has led Rs 100-crore campaigns on Star Sports and previously contributed more than Rs 500 crore annually to network revenues. At JioStar, he is expected to fuse linear TV muscle with digital acceleration to give brands a sharper, full-stack media route.
Bhattacharya joined JioStar earlier this year to lead agency partnerships across Omnicom Media Group, IPG Mediabrands, Dentsu and DDB Mudra, before stepping into the national role. His remit now spans relationship strategy, revenue growth and building integrated solutions across linear TV, connected TV and mobile.
Before JioStar, Bhattacharya spent seven years at Disney Star, rising through the sports vertical and stitching together high-impact associations for brands such as Cadbury, Boost, Tata Neu, Audi and Parle. He also held roles at ITW Consulting, Bloomberg TV India, Bennett Coleman, ABP Group, HT Media and Ushakiron Movies.
A career stitched together by sport, screens and storytelling is now primed for its next sprint. JioStar’s partnership engine will be running hotter.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
