MAM
Ethinos wins digital media mandate for Wellness Forever
NEW DELHI: Ethinos Digital has acquired the digital media mandate for lifestyle retail pharmacy chain Wellness Forever. The account was won following a competitive pitch process involving some of the leading agencies across India and shall be handled from their Mumbai office.
Ethinos Digital will work towards channelizing the brand's essence and improve the value in the digital world by providing end to end integrated strategies and solutions in the digital sphere.
Ethinos Digital Marketing joint managing director Brijesh Munyal said, “Ethinos is known for its innovation in the digital marketing arena. We have a very talented team with a decade of experience and with our affiliation with Wellness Forever, we plan to bring our digital expertise by creating a distinct position in the minds of the consumer in a more agile and captivating way.”
Wellness Forever marketing head Zahid Shaikh said, “Wellness Forever is a strong name in the market, we were looking for an agency that could do true justice to the brand by creating exciting and unforgettable brand campaigns and creative content ideas to engage with the customers. This is a huge milestone for us and we are confident that this association will expound positive businesses for the future."
MAM
Britannia 50-50 settles crunch vs melt debate with new TVC launch
Pant and Rodrigues front campaign reviving ‘Na Re Naa Naa’ jingle
MUMBAI:For three decades, 50-50 has played on the idea of duality, pairing two flavours in one cracker. With Cheeze Dipped, the brand shifts the spotlight from flavour to texture. Built with 22 baked layers for a structured crunch and enrobed in cheese for a smooth finish, the product aims to deliver a 50 percent crunchy and 50 percent melty experience.
To bring the contrast alive, the brand has rolled out a new TVC featuring cricketers Rishabh Pant and Jemimah Rodrigues. Conceptualised by Mullen Lowe Lintas Group, the film turns the Crunch versus Melt debate into playful banter, with Pant and Rodrigues embodying two distinct snack personalities. The back-and-forth builds to a simple resolution, both experiences can coexist in one bite.
Adding a dose of nostalgia, the iconic “Na Re Naa Naa” jingle returns in a refreshed avatar, reconnecting the brand with a new generation while nodding to its cricket-led legacy.
Britannia vice president marketing Siddharth Gupta said the brand has always celebrated contrast, from its early “Na Re Naa Naa” days to its cricket associations. With Cheeze Dipped, he noted, the idea moves beyond flavour and comes alive through texture. Bringing together male and female cricketing icons under 50-50 felt like a natural extension of that thought.
Rodrigues said the campaign’s central idea resonated instantly, adding that the lively exchange with Pant captures the crunchy versus melty debate in an entertaining way. Pant echoed the sentiment, calling the concept relatable and saying the playful banter made the shoot enjoyable.
Mullen Lowe Lintas Group president creative Sarvesh Raikar, described 50-50 as one of India’s most loved biscuits and said the new variant required a fresh expression of duality. The contrasting energies of Pant and Rodrigues, he added, offered the perfect metaphor for crunch and melt.
The Britannia 50-50 Cheeze Dipped Crunchy Layered Sandwich is currently available across select cities at leading retail outlets and on quick commerce platforms, inviting snackers to stop choosing sides and simply take a bite.
