Brands
Emirates signs Suryakumar Yadav for new T20 World Cup ad
MUMBAI: Emirates is stepping up to the crease ahead of the ICC Men’s T20 World Cup, with Indian star Suryakumar Yadav fronting its latest advertising campaign. The airline, long associated with the sport, is using the upcoming tournament to strengthen its bond with cricket fans across the globe.
For nearly three decades, Emirates has been a familiar presence in international cricket. From sponsoring major ICC tournaments to appearing on umpires’ kits, the airline has woven itself into some of the game’s biggest moments across more than ten cricket-loving nations.
Yadav, known for his inventive strokeplay and cool-headed consistency, has become one of the defining faces of modern T20 cricket. The ICC’s top ranked T20 batter played a key role in India’s triumph at the 2024 ICC Men’s T20 World Cup and the 2025 Asia Cup, and now leads the national T20I side.
The new campaign celebrates Emirates’ long association with the sport. It features Yadav showcasing his trademark flair before a packed stadium, capturing the energy and colour that make T20 cricket such a global spectacle. The advertisement will roll out across cricket-loving markets as the tournament approaches.
Passengers flying with Emirates during the ICC Men’s T20 World Cup will also be able to catch the action live. Matches will be available on the airline’s ice entertainment system through Sport 24 and Sport 24 Extra.
Speaking about the campaign, Yadav said that both cricket and aviation demand preparation, adaptability and performance under pressure. He added that frequent travel is part of the job, and consistency and comfort make a meaningful difference.
Emirates’ executive vice president for corporate communications, marketing and brand Boutros Boutros, said Yadav’s fearless style and wide appeal make him a natural fit for the airline’s cricket-led storytelling. He added that cricket remains one of Emirates’ most enduring sporting partnerships, and the company plans to continue investing in the sport’s future.
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.
