Brands
Budweiser 0.0 kicks off ‘In the hands of fans’ for ICC T20 World Cup 2026
NATIONAL: Budweiser 0.0 has launched In the hands of fans, a culture-led campaign marking the first chapter of its partnership with the ICC Men’s T20 World Cup 2026. The initiative reframes cricket as a fan-owned spectacle, spotlighting the emotions, rituals and shared moments that turn matches into memories.
Rolled out as a pan-India, youth-focused push, the campaign is anchored in a 360-degree activation plan spanning mass media takeovers, fan-first screenings, immersive cultural collaborations and limited-edition packaging timed to the tournament. At its core is a simple proposition: cricket’s most iconic moments are created not just on the pitch, but by the people who watch, believe and celebrate together.
“Cricket in India is fueled by its fans, in stadiums, in homes, in pubs and in all the places where the game is watched together,” said AB InBev India vice president – marketing and trade marketing Vineet Sharma. He said the campaign would deliver culture-first experiences across Indian cities and set a new benchmark for fan-led sports marketing.
The launch reinforces Budweiser 0.0’s positioning at the intersection of sport, youth culture and modern celebrations, while extending Budweiser’s long-standing association with cricket into the non-alcoholic segment. As India remains one of Budweiser’s largest global markets, the brand is betting on participatory, fan-driven storytelling to shape its ICC journey through 2026.
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.
