Brands
Eastern’s new campaign stirs Kerala’s age-old love affair with sambar
MUMBAI: Now here’s some food for thought: Eastern, Kerala’s leading spice and masala brand, is stirring the pot with its new campaign “Sambar Poru” (Battle of Sambar). The playful film celebrates the state’s age-old love affair with sambar, a dish that comes in as many variations as Kerala has districts.
The brand’s consumer research revealed two camps of loyalists: those who swear by the classic balanced version, and those who prefer the punchier kayampodi (asafoetida-heavy) profile. Rather than choosing sides, the brand is embracing both, spotlighting its Sambar Powder and Thani Nadan Sambar Powder.
The TVC brings this to life through a light-hearted culinary face-off between a mother and daughter, each defending her sambar style. As relatives gather and the son-in-law plays the enthusiastic referee, both sambars win equal love.
“Kerala’s love for sambar is as nuanced and diverse as the state itself- shaped by tradition and generations of homegrown recipes,” said Girish Nair, CEO of eastern business unit. “This campaign is a tribute to the regional pride and varied choices we see in kitchens across the state.”
Elango M, vice president of FCB India added, “From the length and breadth of Kerala, there are different types of Sambar! It’s a very versatile dish, so in our campaign, the task was to show that Eastern caters to different preferences. So, we created the ‘Battle of Sambar’ as the creative device [sic].”
Running from 21 August to 15 September across TV, radio, cinema, digital and on-ground activations, the campaign promises to keep Kerala talking and tasting.
Brands
MS Dhoni joins Cars24’s Crashfree India as Goodwill Ambassador
Cricketing legend lends his voice to the fight against road fatalities in India.
MUMBAI: MS Dhoni has traded his cricket whites for a new kind of captaincy, one that aims to save lives on India’s roads. The former India captain has been appointed Goodwill Ambassador for Crashfree India, Cars24’s national road safety initiative. The move brings one of the country’s most trusted and disciplined public figures to a cause that desperately needs both credibility and urgency.
India continues to record the highest number of traffic fatalities globally. In 2024 alone, 1,80,000 people lost their lives on Indian roads, one every three minutes. The country has roughly 1% of the world’s vehicles but accounts for 11 per cent of global road deaths. Shockingly, 66 per cent of those killed were between 18 and 34 years old, the most productive age group, and nearly 10,000 were school students. Seven in ten fatalities were linked to overspeeding.
Dhoni, known for his calm judgment under pressure, did not mince words when speaking about the issue. “A vehicle gives you freedom, but it also gives you responsibility,” he said. “On our roads, too many people still see safety as a rule to follow only when someone is watching. That mindset has cost us far too much.”
He added: “We already know what is going wrong. We know how many lives are being lost. What we need now is not more excuses. We need more responsibility, more discipline, and more respect for life.”
For Cars24, the association goes beyond a celebrity endorsement. Founder and CEO Vikram Chopra described Dhoni’s involvement as a game-changer: “His understanding of Indian roads is grounded in lived experience. He holds us to a higher standard and his involvement challenges us to push this mission further.”
Crashfree India aims to shift the national conversation on road safety from reaction to prevention, from accepting deaths as routine to treating them as the urgent failure they are. With Dhoni on board, the initiative gains a powerful, trusted voice that transcends statistics and connects directly with millions of Indians.
In a country where dangerous driving is too often mistaken for confidence, Dhoni’s message is refreshingly clear: true strength lies in control, discipline, and respect for life. When one of India’s most respected captains decides to lead this fight, the conversation suddenly becomes much harder to ignore.
The roads just got a new captain. And this time, the goal is not to win a trophy but to save lives.
