Brands
Byju’s becomes official sponsor of Fifa World Cup Qatar 2022
Mumbai: In a significant move, ed-tech major Byju’s has become the official sponsor of the Fifa World Cup Qatar 2022. Through this partnership, the company will leverage its rights to the league’s marks, emblem, assets, and run promotions to connect with passionate football fans around the world. It will also create engaging and creative content with educational messages as part of a multifaceted activation plan.
“Fifa is dedicated to harnessing the power of football towards the goal of enacting positive societal change. We’re delighted to be partnered with a company like Byju’s, which is also engaging communities and empowering young people wherever they may be in the world,” said Fifa’s chief commercial officer Kay Madati. “We look forward to supporting the promotion of Byju’s educational learning opportunities, as well as having them join the global drumbeat of excitement for the Fifa World Cup 2022 through its association with this groundbreaking tournament.”
“We are excited to be sponsoring the Fifa World Cup Qatar 2022, the biggest single-sport event in the world,” stated Byju’s founder and CEO Byju Raveendran. “It is a matter of pride for us to represent India on such a prestigious global stage and champion the integration of education and sport. Sport is a big part of life and brings together people across the world. Just as football inspires billions, we at Byju’s hope to inspire the love of learning in every child’s life through this partnership.”
The Fifa World Cup Qatar 2022 will take place between 21 November and 18 December.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
