MAM
Farhan Akhtar to endorse Code by Lifestyle
MUMBAI: Actor-filmmaker Farhan Akhtar has been appointed as the brand ambassador for menswear brand ‘Code by Lifestyle’.
“I really like the collection Code has. The apparels are both trendy and stylish. It’s great to be representing the brand,” said Akhtar.
“Farhan Akhtar has been chosen as he wholly symbolises the Code Man with his effortless style, confidence and versatility. Farhan’s achievements as a multi-talented star coupled with his inspiring persona make him the ultimate style icon. We are happy to have him as our brand ambassador,” said Lifestyle International Pvt. Ltd managing director Kabir Lumba.
A new campaign for the brand captures Akhtar’s myriad facets in the latest Spring Summer collection of Code, while highlighting the brand’s philosophy ‘Live by your Code.’
The Code formals boasts elegant cuts in a rich palette of blues, pepper greens and coral pinks juxtaposed with neutral khakhis and greys in fabrics such as cottons and linens; and the Code casuals comprises a sunny range of blazers, shirts, trousers and T-shirts in sporty stripes, romantic pastels and stylish prints. Daffodil yellow, indigo and salmon hues in summery fabrics lend character to this range. The clothes are priced between Rs 599 and Rs 4,599.
Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
