MAM
Cricket’s first test after IPL amid ad slowdown
MUMBAI: Cricket‘s ability to hold on to advertising rates in the midst of a slowdown comes to its first test in the India-Sri Lanka series after the lucrative IPL failed to match its last year‘s revenues.
Handset manufacturer Micromax continues to be bullish on cricket, coming on board as title sponsor for the bi-lateral series featuring five One Day Internationals and two T20 internationals beginning 22 July.
Zee-owned Ten Sports revealed the main sponsor but was not willing to spell out the revenues it would be able to rake in from the live telecast of the event. The series that concludes on 7 August will air on Ten Cricket and Ten HD.
Sources said Ten Sports was looking at revenue of Rs 900 million from the Micromax Cup series, but media buyers said that that seemed too high a target. A media report pegged the figure at Rs 550-600 million but Indiantelevision.com found the market estimates too varied to come out with its own valuation at this stage.
Ten Sports, which also holds the on-ground sponsorship rights, has roped in Royal Stag as on-ground associate sponsor and is looking to add at least two more sponsors.
The series, which is the first major bi-lateral series post the IPL, will mark the return of Micromax to the cricket bandwagon. The brand has been investing heavily on cricket as it looks to deepen its association with its core target group, the youth.
Said Micromax Informatics marketing head Pratik Seal said, “The idea behind any sponsorship is to connect with our customer beyond our products offerings and drive our saliency amongst them. We hope to reinforce our brand charisma in both the countries. Being a youth brand, we have identified sports, movies and music as three main passion points for our target group.”
Coming first after the IPL that ended on 27 May, Micromax is hoping that the series will grab a lot of viewership. The sponsorship comes in the wake of Micromax‘s aggressive plans to make deep inroads into the Sri Lankan market.
“Micromax has already marked its presence and the customers have widely accepted our products not only in India but in Sri Lanka too and through this sponsorship we expect to further extend our customer engagement in the island country,” said Seal.
The India-Sri Lanka series will have to contest for viewership against the Olympics that kicks off on 27 July. ESPN Star Sports is targeting Rs 550 million from the Olympics.
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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.
