Brands
Believe India ropes in Pitchfork Partners as strategic communication counsel
Mumbai: World’s leading digital music company Believe India on Tuesday appointed Pitchfork Partners Strategic Consultancy LLP as its communication counsel. The agency will manage its brand strategies in India.
Pitchfork will work closely with Believe India to strengthen its brand awareness and engagement for its services across – artist services, label and artist solutions, TuneCore, and Ishtar with relevant stakeholders across the country. It will also drive and support Believe’s mission to develop independent artists and labels with their unique offerings and solutions, at each stage of their career and development, with respect, fairness, and transparency.
Since entering the market in 2013, Believe India has become one of the leading players in the Indian music market through organic growth and acquisitions. Believe acquired Venus in 2019 (renamed Ishtar in 2021) and recently acquired a majority stake in Think Music, a leading south Indian-based music label to strengthen its position in the region. The group now operates the full range of solutions from TuneCore to artist services to develop local independent artists in one of the world’s fastest-growing recorded music markets.
Pitchfork Partners is a consulting organisation working to strengthen the reputation of its clients. They consider themselves a reputation warrior, helping scale leading music companies by providing tailored solutions for the artists, and labels, with the help of marketing and communication veterans. This collaboration will be beneficial since Pitchfork Partners are experts in the entertainment and music space and will only help Believe reach out to the targeted audience.
Speaking of this association, Believe India director Vivek Raina said, “We are excited with our association with Pitchfork Partners. Their experience and understanding of the industry align with Believe’s objectives and will help us reach emerging independent artists and labels in the digital world. We are focused on building a community in which independent artists and labels will get a platform and partnership to build their fanbase and enhance their revenues in the digital world.”
Pitchfork Partners co-founder Jaideep Shergill said, “We are delighted to work with Believe India, given its leadership position in this competitive industry. It’s a great opportunity for us to drive their messaging across audiences in the country. We look forward to reaching new heights with Believe.”
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
