Brands
Balaji’s ‘Half Girlfriend’ high on brand associations
MUMBAI: Chetan Bhagat’s novel cinematic adaptation of ‘Half Girlfriend’, directed by Mohit Suri, is all set to hit the big screens this Friday.
The film has attracted some of the biggest brands to associate with them from all around the world. Each brand has found a connect with the film, something they can associate with, and in turn brought their own uniqueness to the table adding further value to the film and the brand itself. Right from the juncture of pre-production, the marketing force of Balaji Motion Pictures have very well identified the potential brands that carry forward the theme of the film that have lead to these associations.
One of their integral brand associations also include the National Basketball Association (NBA), which is the major professional basketball league in North America, and is widely considered to be the premier men’s professional basketball league in the world. Special coaches were flown down from US to train the actors in their basketball skills. Some other brand associations include Close Up, HeroCorp, Make My Trip, Facebook, UC News, Uber and PVR to name a few.
“‘Half Girlfriend’ follows the journey of the protagonists from Delhi to India’s heartland and finally culminates in New York. There are different brand stories that unfold organically and each one co-exists beautifully. The film manages to cut across demographics seamlessly which is why the associations are a balance between ‘the aspirational’ and ‘the relatable’. For some key brands this is their first cinematic outing and we’re thrilled that they chose to integrate with Half Girlfriend”, says Ruchika Kapoor, Executive Vice President, Balaji Motion Pictures Ltd.
The brands have either been woven into the film’s script, or facilitated the shoot or are currently carrying campaigns on-air and on-ground to promote the film.
Produced by Balaji Motion Pictures, Mohit Suri and Chetan Bhagat, ‘Half Girlfriend’ is a cinematic adaptation of Chetan Bhagat’s novel of the same name. Directed by Mohit Suri, the film is slated to release on 19 May, 2017.
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.
