Brands
EBG Group launches EBG Films
NEW DELHI: EBG Group is rolling the cameras. The diversified conglomerate is stepping deeper into India’s content economy with the launch of EBG Films and a joint venture with Button Creative, betting that branded storytelling and original cinema can sit under one scalable roof.
The move folds advertising, digital content, podcasts and feature films into a multi-format platform. Button Creative, a long-time creative partner, will steer advertising films and branded content, while the new EBG Films unit will chase features, biopics and mythology-driven originals.
The group is putting real money behind the ambition. EBG Films will allocate Rs 50 crore a year to fund films, backing projects typically budgeted between Rs 1 crore and Rs 5 crore. One project is already complete, with more to be unveiled.
Irfan Khan, founder and chief executive of EBG Group, set out a three-pronged plan.
“Under this new partnership, Button Creative will lead the Group’s ad films engine, while EBG Films will focus on feature films, biopics, mythology-driven originals, and EBG Shows will advance the Group’s mindful podcast initiatives. Further, EBG Films will allocate Rs 50 crores annually to support content creators by funding films with budgets ranging from Rs 1 crore to Rs 5 crores. We have already produced one project, and more details will be revealed soon.”
The slate hints at scale and spectacle. EBG Films is collaborating with a major South Indian superstar set to play multiple roles. Upcoming projects include a biopic on Swami Vivekananda and Vayuputra. Partnerships are lined up with Green Gold Animation, the studio behind Chhota Bheem, and with other industry players. The group is also working with Shamsi Abbas, executive producer of Padmaavat, on select titles.
Button Creative’s founders cast the alliance as both shield and springboard in a tightening ad market. Shafique Shad Fakih, co-founder, argued the model blends creative instinct with corporate muscle.
“While many traditional agencies are contracting, this partnership balances Button Creative’s instinct with EBG’s discipline and brand portfolio, allowing both teams to focus on ideas that genuinely move the needle.”
Rohit Prakash, co-founder, said EBG’s backing cuts through red tape.
The backing of EBG Group provides creative liberation by reducing approval bottlenecks and enabling teams to focus on impactful storytelling, adding that feedback on campaigns for brands such as Carlton Wellness, featuring Mrunal Thakur, shows how collaboration can sharpen the work.
Akanscha Ravindra Srivastava, co-founder and chief operating officer, stressed that the tie-up strengthens in-house studio muscle and weaves Button Creative more tightly into EBG’s brand ecosystem and culture.
The content push also doubles as brand building. Hari Kiran, co-founder and chief operating officer of EBG Group, said the company is pairing film ambitions with marketing and social goals.
“In addition to film ventures, EBG Group is pursuing brand partnerships and marketing initiatives by creating branded content for Carlton Wellness and Acer Electric, while enhancing public engagement and visibility. Sustainability and social responsibility remain central to the Group’s mission. EBG Films will also launch a podcast series on underdog founders, sharing stories of entrepreneurial resilience to inspire the next generation of creators.”
He framed the broader play as ecosystem-building.
EBG Group is committed to building a creative ecosystem that supports talent, celebrates storytelling, and drives meaningful social impact. “Our upcoming projects, spanning films, sustainability programs, and strategic creative partnerships, reflect this vision.”
EBG Group, which straddles mobility, health, realty, lifestyle, food, services, technology and education, brands itself around “People • Planet • Progress”, from electric vehicles to wellness and hospitality.
Now it wants cultural capital too. With money on the table, partners in place and stories in the pipeline, EBG is not just selling products, it is scripting narratives. In India’s booming content bazaar, that may prove the savvier bet.
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
