Brands
Balaji Wafers taps Creativefuel for social media push
MUMBAI: Balaji Wafers is turning up the volume online. The homegrown FMCG major has appointed Creativefuel as its social and digital partner, signalling a clear intent to make social media a main course rather than a side dish.
The year-long partnership comes as more legacy consumer brands rethink their digital playbooks, moving beyond campaign-led bursts to always-on storytelling. For Balaji Wafers, the goal is simple but ambitious: build a strong, consistent digital presence that feels as familiar as its wafers, yet fresh enough for today’s scrolling generation.
Under the mandate, Creativefuel will handle the brand’s social media strategy, content creation, digital storytelling and community-led engagement across platforms. The focus will be on audience-first narratives that respect Balaji’s decades-old consumer connect while speaking the language of contemporary internet culture.
The appointment reflects a wider shift in the FMCG sector, where social media is no longer just a support act for big campaigns but a primary brand-building stage. For brands like Balaji, with deep roots in regional and national markets, this means finding new ways to stay relevant without losing their core identity.
Creativefuel’s experience in building scalable, always-on digital ecosystems for large consumer brands played a key role in securing the mandate. Its strength lies in blending platform-native content with a sharp understanding of audience behaviour, a combination Balaji sees as critical for 2026.
Commenting on the partnership, Balaji Wafers marketing lead Sandeep Roy, said the brand has always prioritised staying close to consumers while evolving with the times. He noted that Creativefuel’s grasp of digital culture and audience insights made it a natural fit as Balaji steps up its social presence.
Creativefuel COO Tiya Wadhwani, said the mandate underscores the agency’s growing role as a long-term digital partner for legacy FMCG brands. She added that Balaji Wafers’ strong consumer connect offers a rich foundation for building a relatable and consistent social presence.
The win further strengthens Creativefuel’s FMCG portfolio and reinforces its focus on content-led, community-driven brand building. As Balaji Wafers looks to turn likes into loyalty, its latest move suggests that in 2026, even the most familiar snacks are ready to speak fluent social.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
