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
Bajaj Consumer Care FY26 profit rises to Rs 193.7 crore
Revenue climbs to Rs 1,092 crore as profit grows 49 per cent YoY
MUMBAI: Hair today, growth tomorrow Bajaj Consumer Care Limited seems to have found its shine again, posting a sharp jump in profitability even as it doubled down on brand spends and expansion. The company reported a net profit of Rs 193.7 crore for FY26, marking a strong 49 per cent rise from Rs 130.1 crore in FY25. Revenue from operations also grew to Rs 1,092.2 crore, up from Rs 942.8 crore a year earlier, signalling steady demand momentum across its portfolio.
For the March quarter, profit stood at Rs 64.1 crore, compared to Rs 31.5 crore in the corresponding period last year, while revenue rose to Rs 308.3 crore from Rs 243.5 crore.
The performance came despite a notable increase in spending. Advertising and sales promotion expenses climbed to Rs 168.3 crore in FY26, up from Rs 137.8 crore in FY25, reflecting continued investment in brand building. Other expenses also rose to Rs 151.3 crore from Rs 134.2 crore, indicating a broader push towards growth.
Operating efficiency, however, held firm. Profit before tax increased to Rs 234.8 crore in FY26 from Rs 157.7 crore a year earlier, supported by disciplined cost management across materials and inventory.
On the balance sheet, the company’s total assets expanded to Rs 959.1 crore as of March 31, 2026, compared to Rs 931.9 crore a year earlier. Other equity rose to Rs 780.3 crore, reinforcing a stronger financial base.
Cash flow from operations saw a significant uptick, reaching Rs 196.9 crore in FY26, nearly three times the Rs 67.9 crore recorded in FY25, highlighting improved working capital management.
However, the year also saw aggressive capital allocation. The company spent Rs 190.2 crore on share buybacks, contributing to a net cash outflow of Rs 196.5 crore from financing activities. Cash and cash equivalents stood at Rs 6.8 crore at the end of the year, down from Rs 25.6 crore.
Even as investments in subsidiaries and assets continued, the numbers suggest a company balancing growth ambitions with shareholder returns keeping one eye on expansion and the other on efficiency.
With margins improving and revenue steadily climbing, Bajaj Consumer Care appears to be combing through the competition with renewed confidence.
