MAM
Cut the Crap bags Paras’s personal care portfolio
MUMBAI: Paras Pharmaceuticals has moved four personal care brands toCut the Crap (CTC).
The account size is estimated to be Rs 50-70 million.
Earlier, Mudra handled the creative duties of Set Wet, Recova, Zatak and Eclipse.
Nearly one year ago, Livon was moved from Mudra to CTC, and evidently, the work done by the agency on the brand has made Paras shift these brands as well.
As Euro RSCG is Reckitt Benckiser‘s global agency, the entire
healthcare portfolio of Paras Pharma has been handed over to the agency, following Benckiser‘s takeover of Paras.
Cut the Crap founder and creative head Jagdish Acharya said, “The brand was struggling due to its positioning, which made it compete with big brands‘ conditioner brands. We changed its positioning to a serum that can be used everyday, even when the hair isn‘t washed.Thisthought was based on the insight that most Indian women don‘t wash their hair, everyday.”
This worked for Livon and according to market sources the sales of the serum has gone up by 50-60 per cent.
Moreover, the media duties of Paras is handled by ZenithOptimedia.
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.
