Brands
Britannia Marie Gold encourages homemakers to win a scooty
MUMBAI: Britannia Marie Gold has launched its new campaign #GoPlaces, wherein homemakers get the opportunity to win a brand new Scooty. Britannia Marie Gold has been the flagbearer for empowering and enriching the lives of everyday women and this initiative is aimed at fuelling the lives of homemakers by equipping them with the means to be independent.
The campaign kick-starts with a TVC and two digital films that are based on the insight that every homemaker has the drive to be more but often lacks the resources and opportunities. The TVC and the digital films beautifully capture everyday instances, wherein the homemaker makes the choice to become more, ensuring that her personal interests do not take a back seat as she goes about her usual responsibilities. While the TVC highlights the homemaker doing more for her child without any additional support, the digital films capture homemakers introspecting on their personal aspirations. All stories end on a high note as the #GoPlaces initiative provides them with the opportunity to realise their dreams, liberating them from self-doubt and dependence.
Britannia Industries vice president marketing Ali Harris Shere says, “Britannia Marie Gold believes that homemakers are everyday athletes in the journey to be more. They need the fuel that keeps them going both physically and emotionally. Marie Gold is that fuel. With the #GoPlaces campaign we are providing these athletes with the means to be independent so that it can help in fulfilling their aspirations.”
Lowe Lintas executive director Rajesh Ramaswamy adds, “Through the years of Marie Gold advertising, we have always tried to show the Marie woman as someone who runs the household, but also feels like more than just a homemaker. She balances her family’s needs and her own in an already packed day. But there was an opportunity to see her outside the context of a home. We wanted to show how much more she can accomplish when a bike comes into her life and makes her truly independent. That was a very exciting and fresh space for us to explore.”
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.
