Brands
Britannia Bourbon’s new campaign celebrates friendship
Mumbai: Britannia Bourbon onboards a new gen-Z BFF gang with three of India’s U19 Cricket World Cup champions – captain Yash Dhull, opener Harnoor Singh, and all-rounder Raj Bawa for its new campaign called #BourbonFriendsForever.
The campaign is framed on the basic yet universal opinion that Britannia Bourbon is too good to be shared, even with the closest friends, and this is represented through the wickedly smooth tricks that the three champs pull on each other to steal a bite of their favourite chocolaty snack.
This snappy campaign also has a fun pre-campaign leg where the three rising stars are seen engaging in cheeky pranks with each other on Instagram. The pre-campaign buzz starts with Harnoor and Raj taking over Yash’s Instagram account and in true BFF style, releasing embarrassing videos of Yash stealing their Britannia Bourbon. Yash then takes back control of his account and gets his payback from his BFF mates by asking consumers to help him find Raj and Harnoor’s hidden Britannia Bourbon stashes. Finally, the three friends come together for fun banter and release the campaign on their Instagram accounts.
The campaign honours the cheeky relationships between real friends and Britannia Bourbon’s role in inciting fun amongst such friends, as a part of the brand’s Original Friendship concept. These friendships are fascinating – candid and enjoyable and these pals like the teenage leads in the TVC will not waste a chance to poke fun at you.
Commenting on the launch of the #BourbonFriendsForever campaign, Britannia Industries chief marketing officer Amit Doshi said, ‘’Britannia Bourbon, the original chocolatey biscuit has been a favourite in India and has been a part of multiple friendship stories across generations.”
“Picking up from our last campaign with Indian cricket stars Hardik, Shreyas, and Deepak, we are excited to echo the brand’s purpose of being an enabler of fun between real friends in our new campaign with Indian U19 champions Yash Dhull, Harnoor Singh, and Raj Bawa – the younger BFFs and rising stars of Indian cricket,” Doshi added.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
