MAM
Creativefuel powers viral JioHotstar x Superman digital blitz
MUMBAI: Creativefuel has delivered a high-impact, multi-platform digital activation for the JioHotstar x Superman campaign, turning internet culture into the campaign’s biggest amplifier.
Executed over an intense six-day window, the campaign generated over 12,000 content assets, clocked 210 million plus views, and reached 160 million plus users across short-form video platforms and social networks.
From strategy and creative ideation to execution and amplification, Creativefuel led the campaign end to end. The approach was clear: embed Superman seamlessly into existing online behaviour rather than depend on short-term paid visibility.
The activation followed a culture-first amplification model, tapping into meme ecosystems and AI-native creator networks at scale. AI creators played a central role, rapidly adapting and localising formats in real time, allowing the campaign to move at the speed of internet momentum.
Popular viral moments such as “Thoda Galti Ho Gaya Maalik” were reimagined in platform-native formats. Designed to feel organic instead of overtly promotional, the content was picked up naturally by audiences and creators alike. The ripple effect extended beyond planned amplification, resulting in organic traction across platforms, visibility on Reddit, and coverage across multiple news outlets.
“The objective was not just reach, but relevance at scale,” said Creativefuel COO Tiya Wadhwani. “Pulling off something at this scale takes sharp strategy and even sharper execution. From planning to on-ground delivery across platforms, this was a true team effort. Maintaining quality, cultural relevance and speed at massive scale was key.”
By blending AI-powered creation, meme-led storytelling and platform-native execution, the JioHotstar x Superman activation stands as a strong example of how entertainment marketing is shifting from scheduled launches to culture-driven moments that evolve in real time online.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
