Brands
Elver goes full toss with #ElverXI and cricketer collabs to launch Neo Buds with a bang
MUMBAI: Elver has swung for the fences.
The electronics upstart has launched its latest campaign, #ElverXI, and it’s pulling in cricketers faster than a T20 powerplay. With its first proudly ‘Make in India’ product—the Neo Buds—now in play, Elver is scoring big with both tech buffs and die-hard cricket fans.
The Mumbai-based brand unveiled the campaign on 15 April, teaming up with a full-blown squad of cricketers including Vijay Shankar, Shashank Singh, Naman Dhir, Ashutosh Sharma, Shahrukh Khan, Abhinav Manohar, Swapnil Singh, Sandeep Sharma, Vaibhav Arora and Arshin Kulkarni.
Each player, much like each Elver product feature, brings something special to the table—or in this case, the pitch.
The result? A cheeky, cricket-themed showcase of gadgets that are slicker than a Ravindra Jadeja run-out.
The idea behind #ElverXI is simple: every cricketer becomes the face of a unique product feature, from active noise cancellation (ANC) to long battery life.
Elver cleverly aligns sports performance with tech finesse—because let’s face it, if your earbuds can survive a net session with Ashutosh Sharma, they can probably handle your Monday Zoom calls.
Speaking of Sharma, the brand’s first campaign video stars the man himself. It’s a tongue-in-cheek tribute to the classic ‘Sharma Ji ka ladka’ trope—except this one isn’t cracking IIT entrance papers, he’s cracking sixes. And with the Neo Buds’ ANC Mode, he’s shown dodging distractions like bouncers—both on and off the pitch. Sharma’s recent breakout performance makes him the perfect poster boy for this audio-powered, cricket-mad campaign.
Elver’s Neo Buds are no slouch in the spec department either. With 13mm drivers, IPX4-rated sweat resistance, and a whopping 100 hours of standby battery life, these aren’t just budget earbuds—they’re match-winners in their own right.
Commenting on the campaign, Elver brand manager Harsh Bhandari said, “We’re excited to bring this campaign to life through cricket, a sport that unites millions in India. It’s a perfect opportunity for fans to connect with both the essence of the game and our brand’s milestones, including the launch of our first ‘Make in India’ product, Neo Buds.”
Running until the end of May, #ElverXI will continue to bowl over audiences across social media, complete with contests, giveaways, and a shot at becoming the 11th player in Elver’s digital dream team. Fans can flex their trivia, comment game, and meme skills to win exclusive merch and products.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
