MAM
Creambell ice cream shuts down
MUMBAI: An ice cream brand has announced the shutting of business on account of the adverse market conditions. Creambell ice cream, a brand from the New Delhi-headquartered Devyani Food Industries Ltd (RJ Corp), has announced the shutting down of its ice cream plant.
It has issued a notice of closure under section 25 FFA (rule 76A).
In the notice, the company said that the ice cream market “has been fiercely competitive and demand for our products have been falling for the past few years. This has resulted in serious financial hardship for the business. This got further aggravated by the severely adverse prevailing market conditions. A combination of these factors has made running of operations of the plant completely unviable.”
The company also announced that the uncertainties associated with hardships created by Covid2019 pandemic have further aggravated the situation and brought the plant operations to a point of no return.
“After evaluating the situation carefully, the company has come to a final conclusion that financially it is not viable to run this plant, and therefore, we have decided to close it down permanently.”
The notice said that the plant will therefore stand closed on 6 July 2020. It also informed that all employees of the plant will be paid their accrued entitlements and outstanding dues.
It was in 2003 that RJ Corporation brought Creambell ice cream to India in technical collaboration with French Dairy major Candia. It boasted 15 per cent market share in the ice cream industry, marking its presence in 19 states.
Creambell had manufacturing plants in Goa, Agra and Asansol, and 35,000 retail outlets across India.
For many years, Creambell has been the recipient of the highest honour at the "Great Indian Ice Cream Contest" conducted by Indian Dairy Association and DANISCO. Out of 48 major Ice Cream brands in India, awards are announced in eight categories, Creambell has won 27 awards in all India Ice Cream contest conducted by Indian Dairy Association and Danisco.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
