MAM
Gas-O-Fast brings ‘India ki Acidity ka Indian Ayurvedic Solution’
Mumbai: Mankind Pharma’s Ayurvedic Gas-O-Fast has rolled out an extension of its ‘India ki Acidity ka Indian Ayurvedic Solution’ campaign. The brand came up with a digital campaign featuring Namit Das to effectively communicate the message that Ayurvedic Gas-O-Fast can address the common acidity problem in India. For creating a presence in the regional market, the brand also launched a multilingual TVC campaign, with Kanneganti Brahmanandam and Biswanath Basu, for better brand awareness in the South and East, respectively.
Aiming to reach a wider audience base, this year the brand initiated a well-planned 360-degree campaign aiming to amplify the brand’s reach and seek deeper penetration into the market. As part of the campaign, the brand executed multiple activities. In the first instance, Ayurvedic Gas-O-Fast activated an OOH campaign to strike a chord with the audience.
The brand has launched the activity across Pune, Kashmir, Uttar Pradesh, Gujarat, Rajasthan, and other parts of India. It took a multi-dimensional route with hoardings in Pune, boat branding in Dal Lake, Srinagar, station branding in Gujarat and Rajasthan, and wet sampling in Uttar Pradesh to reach out to customers. The activity also included branding activity and TV series integration on Colors TV, covering different media channels. It aimed to reach out to non-digital audiences who still rely on traditional media to stay informed.
Additionally, rather than restricting themselves to a few mediums, the brand has also devised various offline event sponsorships. With the objective of further enhancing the impact created by multilingual TVC campaigns, the brand presents Times Sharod Shrestho 2022 in association with Times of India. It was done by being a part of the Durga Pujo gaiety during the most awaited and biggest festival in West Bengal. The campaign was able to create visibility across numerous Baroari (community-based) pujas in Kolkata.
Furthermore, in an attempt to make inroads into the rural market in West Bengal, another activity was undertaken. The brand, in association with Radio Mirchi, presented an event called Mirchi Para Football. The match was an amateur football event and Ayurvedic Gas-O-Fast sought to target the audience across the districts of Midnapore, Berhampore, Barasat, and Siliguri for better brand penetration and visibility. These events were well supported with the help of digital promotions on social media handles and websites, newspaper editorial coverage, print advertorials, and announcements on radio channels.
Speaking about the campaign, Mankind Pharma associate vice president of sales and marketing Joy Chatterjee said, “The Indian audience is very vast, which reflects diverse trends. In order to reach them, the one-size-fits-all concept becomes obsolete and requires a more multi-faceted approach to increase visibility among the audience. We sought to cater to all types of audiences with this campaign.”
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
