MAM
Deutsch LA to handle Volkswagen’s creative account in US
MUMBAI: Volkswagen of America has appointed Deutsch LA as its new advertising agency for the US market. In its new capacity, Deutsch LA will have full advertising responsibility for the Volkswagen brand and its family of products. Effective 1 November, Deutsch LA will replace Crispin Porter + Bogusky of Miami, which has served as agency of record since 2005. Said Volkswagen of America VP marketing Tim Ellis, “Deutsch LA proved they have a firm grasp on how to manage the complex challenges we face in achieving our significant growth objectives. Of equal importance, they inspired us with a big, compelling and creative idea that will energise and motivate our passionate base as well as attract a broader group of people who have thus far not considered Volkswagen as a relevant choice.” As agency of record, Deutsch will be responsible for all national and retail advertising, including digital and experiential marketing. |
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
