MAM
DID 3 to get mega marketing push
MUMBAI: Zee TV, the flagship Hindi general entertainment channel (GEC) from the Zee Entertainment Enterprises stable, is bringing back its biggest non-fiction property – Dance India Dance.
The channel, which has fallen to fourth place, is also hoping to be back among the top three with the show. And to promote the third season, the channel is backing it up with extensive marketing campaign.
The show will premiere on 24 December and will air Saturday-Sunday at 8.30 pm.
The channel has chalked out a 360 degree marketing campaign across all mediums for the show. Hoardings and cut-outs of dancers will be plastered across all key cities of India. There will be mobile van activations, interesting flash mobs at railway stations and bus stations, dance related one-liner‘s and phrases will adorn the auto rickshaws in many cities.
Also, theatres, multiplexes and malls of all the major cities will have attention grabbing DID branding to build the buzz on the show.
For the first time, the channel has also conducted online auditions for the show. The online auditions have generated “huge response” from all across India and also countries like Sri Lanka, Fiji Islands, Bangladesh and Europe, the channel said.
Zee TV marketing head Akash Chawla said, “This year we are extremely high on new media. Also, a major focus will be on BTL activities. This is a holiday season and we know majority of people are going to be out, so we intend to tap them through on-ground activities.”
Zee TV has brought in three international trainers- Alex Magno, Lourd Vijay and Haridas Ethafu to train the contestants.
The channel is also bringing back the first season‘s judges- Geeta Kapoor, Remo D‘Souza and Terence Lewis. Produced by Frames Production Company, the show will be hosted by Jay Bhanushali and Saumya Tandon.
“This season, the selection process has undergone many layers in order to handpick the best dancers of the country,” Zee TV non fiction head Ashish Golwalkar said. “There were dancers who could not make it to the Top 18 in the previous two seasons by a whisker. They came with renewed vigor this season and some of them shocked the judges with their flawless performances. Dance India Dance is not just a dance reality show… it has become a mirror reflecting the common man‘s aspirations and dreams.”
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
