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Carat Fresh brings together Indigo Nation and Reliance Entertainments Besharam
MUMBAI: Aegis Media’s Carat Fresh Integrated has facilitated association between Indigo Nation, a division of Future Lifestyle Fashion, and Reliance Entertainment & Movie Temple’s entertainer – Besharam.
Commenting on the same, Reliance Big Pictures marketing head Sameer Chopra said, “Besharam is one of the biggest film of the year and we are extremely happy to have Indigo Nation on board as the style partner. Ranbir Kapoor is a style icon and his look is very cool in the film, which will connect with the audiences instantly. The film is family entertainer and is a treat for all Ranbir fans that releases on National holiday.”
As a part of the association, Indigo Nation has launched a brand new line of collection called Besharam.IN inspired by the looks of Ranbir Kapoor in the movie Besharam.
Sharing her thoughts on the strategic fit between Indigo Nation and Besharam, Indus League CMO Shibani Mishra said, “Film associations have proved to be a successful medium to reach out to the target audience. When you have a celebrity vouching for your brand, the customers are bound to get influenced. We found an interesting brand fit between Indigo Nation and the movie Besharam as Ranbir is young India’s most sought after fashion icon. Carat Fresh has played a vital role in fructifying our merchandizing association with Besharam which has offered us an opportunity to launch an exclusive ‘Besharam.In collection.”
The brand association entitles Indigo Nation to create and showcase the new ‘Besharam.in Collection’ through a fashion show conceptualised on the movie theme, a meet and greet opportunity with Ranbir Kapoor, rights to co-branded promotions/consumer contests using the new ‘Besharam.in’ collection. The brand also gets entitled to promote the association using multi-media campaign including online, television, cinema theatres, hoardings, radio and print as well as instore POS collaterals.
Commenting on the association, Carat Fresh Integrated vice president Sidharth Ghosh said, “Film associations provide brands the opportunity to engage with consumers in the context of entertainment that reflects their brand values and to turn that engagement into dialogue. Besharam – was a perfect fit for Indigo Nation as it promises to deliver fast fashion for the young and the restless.”
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.
