MAM
Coke plans festive bonanza
MUMBAI: With the brouhaha over the pesticide controversy having died down for the cola majors, Coca Cola has announced a number of on-ground activities for the ongoing festive season.
A release issued by Coca-Cola informs that business is back on track now that its products received a clean bill of health from all sources. These ranged from the Indian government’s Central Food Technology Research Institute to Great Britain’ s Central Science Laboratory.
Elaborating on the marketing and promotional campaign Coca Cola vice president Sunil Gupta said, “A number of on ground activities are planned for the festival season. Nationwide poster campaign at retail outletsis being organised. We will also be organising meet-your-favourite-star programme which will bring our young consumers and our popular brand ambassadors together. We will also be arranging plant visits for school children, special offers, attractive packaging and various contests are some of these activities to be pursued in the coming weeks.”
A report in the Financial Express informs that Pepsi has tied up with at least 200 puja mandals in Kolkata and Howrah. The beverage conglomerate is also said to be looking at a countrywide promotion which would coincide with Diwali, which falls towards the end of next month.
It goes without saying that the rejuvenation is great news both for print and television channels. A large part of their advertising revenue comes from the Cola majors. In fact when the pesticide controversy was going on the marketing heads requested the editorial of some companies to tone down their content on the issue and focus on other issues
Earlier this month, Coca Cola introduced 200ml Maaza in Maharashtra and 200ml Thums Up in West Bengal, at Rs 5 each. Coca-Cola India, which is among the largest foreign direct investors in India claims to have been a major driver of the country’s rural economy and market. Its affordability strategy selling 200ml packs at Rs five has vastly grown the rural market.
Brands
Wellbeing Nutrition ropes in Malavika Mohanan as brand ambassador
Actor fronts Marine Collagen and Skin Fuel Glutathione portfolio.
MUMBAI: Malavika Mohanan just became the face of inner glow because when your skincare starts in the bottle instead of the jar, even beauty gets a glow-up from the inside out. Wellbeing Nutrition has appointed acclaimed actor Malavika Mohanan as brand ambassador for its premium Korean Marine Collagen and Skin Fuel Glutathione range. The move signals a deliberate shift in the Indian ingestible beauty segment from surface-level routines to foundation-level nutrition that supports skin health from within.
The campaign positions collagen as the essential “beauty protein” that maintains elasticity and firmness, with daily supplementation reframed as a consistent ritual rather than a quick cosmetic fix. It aims to simplify the science behind collagen and build awareness around long-term skin nourishment.
Wellbeing Nutrition co-founder Saurabh Kapoor said, “In India, collagen is still largely viewed through a cosmetic lens, associated with glow and quick fixes. In reality, it is the primary structural protein of the skin, and we begin losing nearly 1 per cent of it every year in the late 20s. Yet a significant number of consumers remain unaware of its foundational role in long-term skin health. Our goal is to shift the conversation from fixing visible signs to feeding the foundation.”
Malavika Mohanan added, “For me, skincare has always been about consistency and taking care of myself in ways that go beyond just what I apply on my skin. I love the idea of supporting skin health from within, and that’s what drew me to Wellbeing Nutrition’s Marine Collagen and Skin Fuel Gluta.”
The Korean Marine Collagen uses nano-hydrolyzed peptides for better bioavailability, while Skin Fuel Glutathione complements the inside-out approach. The portfolio targets structure, brightness and resilience over time, backed by clinical research.
The ambassador announcement kicks off a broader collagen-focused roadmap for the brand, with planned innovations across formats and functional blends.
In an era where beauty routines are getting deeper than skin, Wellbeing Nutrition isn’t just selling supplements, it’s selling the quiet power of feeding your glow from the inside, one daily scoop at a time.
