Brands
Bhai Behen aur Banter: A celebration of sibling shenanigans
Mumbai: Raksha Bandhan, the celebration of the endearing bond between siblings, takes a humorous spin this year. Dabur Amla, in a strategic collaboration with Schbang, the creative, media, and technology transformation company, unveils an exhilarating event that delves deep into the playful heart of sibling relationships.
Comedians Raunaq Rajani and Ankita Shrivastav lead the charge, representing the “Bhai Gang” and “Sister Squad” respectively. Through their comedic roasts, they uncover and jest about the delightful intricacies that mark every sibling relationship. From friendly banter to hilarious revelations, the roast promises waves of laughter and nods of recognition.
Regarding this innovative initiative, Dabur Amla head of marketing – hair care Ankur Kumar commented, “This Raksha Bandhan, we wanted to do something beyond the conventional. Siblings share a relationship that’s filled with playful banter. Through this campaign, we not only celebrate that bond but also the deeper emotional connection beneath the surface that highlights stronger roots. Being Jadon se mazboot is something that Dabur Amla stands for, and this is what is being reinstated through this salt and sweet banter.”
The event promises a visual and comedic treat. Adding to the fun, there are eager siblings from the audience, each resonating with the roast and cheering for their respective side.
Schbang executive vice president Rohan Hukeri shares his thoughts, “Collaborating with Dabur Amla for this unique Raksha Bandhan event was an exciting journey. We wanted to capture the essence of sibling relationships in a way that’s both relatable and refreshing. The sibling relationship is extremely dynamic & they are often being called the ‘Frenemies’. While there are regular banters between the siblings, the bedrock of the relationship is the stronger bond & understanding nature between the two. I believe the format of our roast taps into exactly that.”
As the comedians take audiences on a rollercoaster of emotions, the event wraps up on a poignant note, with Dabur Amla urging siblings to indulge in a ‘Dabur Amla Champi’ session. An ode to the deep-rooted #JadonSeMazboot bond, it’s a moment for reflection, rejuvenation, and reconnection.
This Raksha Bandhan, Dabur Amla and Schbang extend an invitation to relive, laugh, and celebrate the indomitable spirit of siblinghood.
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.
