Brands
After Max, Sony comes out with branded postcards
MUMBAI: “The postal department has met Sony Entertainment Television half way to make it possible,” Maharashtra Circles’ chief post master general K Noorjehan was quick to offer. The occasion to inaugurate the special cover with cancellation and Meghdoot postcards marking the first anniversary of Sony’s flagship show Jassi Jaissi Koi Nahi.
Showering the show (Jassi…) with a liberal dose of praise, Noorjehan said that she had been flooded with numerous calls from media about the preferential treatment meted out to Jassi. Rightly so, as she and the speaker before her – Sony Entertainment Television India’s CEO Kunal Dasgupta – informed that the special cover with special cancellation was normally offered only to commemorate meretious services of over 50 years and above.
“Even to consider the proposal and to process the demand, the postal department requires one year’s time,” Noorjehan said. So what makes Jassi so special that she could jump the queue? “She rescued us from the weepy dramas. General masses like you and me can identify with her. She has shown us that its is not really important to be good looking but you can succeed if you have enough grit and determination,” she said.
The same sentiment was echoed by the Sony team and as executive vice president programming and response Tarun Katial put it in his inaugural speech, “One year already since we introduced the masses to this unlikely heroine with spectacles and braces. Despite being labeled an ugly duckling, she has shown the world that you can succeed just on merit with your grit, determination, intelligence and hard work.”
But hasn’t the show been slipping lately. “Not really. It is just a cyclic phenomenon. In fact, we have quite a few changes in the pipeline to pump in the vigour.” Although he said that Jassi won’t really be shedding her braces and spectacles soon, but viewers will witness a transformation in her attitude, Katial informed. “Plus we will have a climax to the current build up of the plot, where Jassi becomes aware of Armaan and his devious plots and falls in love with Purab,” he added.
What the show has offered to television besides a different storyline is a case study for marketing innovations.
“We get numerous phone calls every day from educational institutes, who want to speak to us about the effectiveness of the marketing innovation and the excellent adaptation,” DJ Creatives producer Deeya Singh said. But she did admit that the story wasn’t following the original very closely. “But it has worked wonders for the show. Look at the way Purab’s track has been accepted by the masses,” she argued.
A clear indication of the popularity of the show was the Centrium Auditorium at the World Trade Centre in Mumbai, where the press conference was held. Professionals working in the neighbouring offices were trying constantly to sneak in to get a peek of their favourite telly character.
And what did the star of the show Jassi aka Mona Singh have to say about it, “I am extremely honoured and deeply humbled.”
It needs to be noted here that in February this year, Sony’s sister channel Max had also introduced branded postcards wherein they had tied up with the Indian postal department. The post card, apart from carrying the Max logo, also promoted the 5 pm movies on the channel with a message: ‘Har shaam paanch baje dekhiye.’
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
