MAM
fbb and India’s Original Gully Boy ‘Naezy’ Rap #INDIA Ka Style Anthem
MUMBAI: India is a country that is rich in diversity be it through culture, tradition, art, food and most importantly fashion. Every community, city, town and even street has its own style statement. As India’s fashion destination, fbb has created a style anthem by the country’s rap pioneer and original gully boy Naved Shaikh, popularly known by his stage name Naezy. Rapped to his very own beats and lyrics Naezy showcases the alag alag Bharatiya style from every corner of the country in his swag.
fbb’s #INDIA Ka Style anthem pictures Naezy rapping in different fashion and at the same time encouraging the country’s public to be in style. The anthem celebrates the fashion that is extremely versatile from one wardrobe to the other. Created by Social Kinnect, the anthem is a musical burst with lyrics that connects straight with the consumers.
Speaking about the anthem Pawan Sarda, Group Head – Digital, Future Group says, “Music is liberating and extremely expressive especially when it comes to rapping. Fashion and music go hand in hand which is why we are delighted to have the rap guru sing the anthem for fbb. Naezy’s music is catchy and connects instantly with the audience just like the fashion we offer.”
Chandni Shah, COO at Social Kinnect says, “This has been one of those campaigns on our bucket list, and we believe that no brand would be a better fit for this collaboration than the extremely youth-oriented and on-trend fbb. Naezy is a youth icon, more so now than ever, and we are so excited to have the opportunity to work with him and his one-of-a-kind rapping style. As with all our other campaigns for fbb, we hope this one will help the brand scale even greater heights in the fashion retail space. Here’s to a long and fruitful collaboration!”
fbb will promote the anthem across all its social media platforms.
YouTube: https://www.youtube.com/watch?v=f-qSITH2Fcs
Facebook: https://www.facebook.com/watch/?v=2003421983285454
Twitter: https://twitter.com/fbb_india/status/1106517837915418624
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
