MAM
Borges Group plans India launch, appoints Carat Media
MUMBAI: Borges Mediterranean Group, exporters of branded olive oil from Spain, has appointed Aegis Media Group’s Carat Media for its India launch.
The company wants to be seen as one of the leading brands related to not just the Mediterranean diet in India but as a promoter of the Mediterranean lifestyle offering healthy food products. And to help them launch products impact fully in the relatively nascent Indian market, Borges has entrusted its media planning and buying duties to
Carat Media.
Borges Mediterranean Group has a presence in about 100 countries and offers a range of olive oils, vinegars, vinaigrettes, dry fruits/nuts and popcorn.
Carat Media SVP Vidhu Sagar said, “We keenly look forward to partnering Borges in building the Sunday Brunch concept in India through our Integrated Communication Planning process. We would be providing solutions for Borges across multiple media platforms including television and print.”
Borges has already made considerable investments in the areas of product planning, sales and distribution network in India.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
