MAM
Gemini Edibles to spend Rs 18 cr on ads & campaigns
BANGALURU: Singapore based Golden Agri Resources Indian subsidiary Gemini Edibles & Fats India Private Limited (Gemini Edibles, GEF India) plans to spend Rs 18 crore towards mass media communications and brand building. Of these Rs 6 crore will be spent in the Karnataka market by the end of this fiscal revealed GEF India’s VP of sales and marketing P Chandra Sekhara Reddy. The company’s flagship brand ‘Freedom Refined Sunflower Oil’ is available in Andhra Pradesh, Telangana, Orissa and Tamil Nadu.
The brand’s creative and media buying duties are handled by R K Swamy BBDO.
GEF India managing director Pradeep Chowdhry and Reddy were at Bengaluru for the launch of GEF India’s 2-litre SKU of Freedom Refined Sunflower oil for the Karnataka market. The new 2 litre pack was launched by Sandalwood and Tollywood diva Pranitha Subhash.
Freedom brand oil contributed Rs 1,200 crore to GEF India’s Rs 3,300 crore revenue last fiscal. “We are targeting Rs 1,500 crore turnover for the brand,” revealed Reddy.
“Last fiscal we spent about Rs 1 crore per month on mass media communications. This fiscal our marketing spends will go up. Our TVCs’ are present on the top three regional channels in each of these states,” informed Reddy. “We are present on billboard’s, at point of sales, etc., In Andhra Pradesh and Telangana we also have over 100 BTL events every year,” he said further.
GEF India says that sunflower oil is the most preferred edible oil in Karnataka with a consumption of 25000 metric tonnes out of 80,000 metric tonnes of packed edible oils amounting to around 35 percent of total sales in Karnataka.
GEF India wants to increase its share of the sunflower edible oil market from the current four percent to a leadership in market share position in Karnataka. Reddy claims that the company’s products are now available in 90-95 of the 100 largest cities and towns in the state. In the three other states where its products, are sold the company claims a market share of over 35 percent and a pole position in each.
MAM
Crocs and Lego launch new collaborative collection in India
Iconic brands bring playful creativity to footwear with first drop on 13 April 2026.
MUMBAI: Crocs and Lego have clicked together once again and this time, the bricks are heading straight for Indian feet. The global footwear brand Crocs has announced the India launch of its latest Crocs x Lego Group collection, following the excitement of their multi-year global partnership unveiled earlier this year. The collaboration celebrates creativity, play, and individuality, merging Crocs’ signature comfort with Lego’s iconic building-block spirit.
The collection will roll out in two phases. A digital-exclusive pre-launch begins on 13 April 2026 on crocs.in, featuring four styles: the Lego Masterbrand Creativity Clog, Lego Midnight Garden Creativity Clog, Lego Creativity Clog, and Kids’ Lego Creativity Clog. Each pair purchased during this phase will include an exclusive Lego minifigure as a collectible bonus.
From May 2026, the full collection will be available across select Crocs stores, VegNonVeg, and Foot Locker outlets nationwide.
The designs playfully blend Crocs’ classic clog silhouette with Lego brick-inspired details, complete with custom Jibbitz charms on the upper and sole. The collection encourages wearers to treat their footwear as a canvas for personal expression, without any set instructions just an open invitation to build, explore, and have fun.
Crocs chief marketing officer Carly Gomez said, “The Lego Group’s boundless imagination makes them the perfect match to Crocs’ wonderfully unordinary spirit. We are both brands that pride ourselves on being built different, celebrating self-expression and fuelling creativity.”
LEGO Group, head of licensing & extended line design & partnerships Satwik Saraswati added, “Our common mission to enable self-expression and wear it with pride only marks the beginning of a journey with endless possibilities.”
The campaign will extend beyond the product launch through creator-led seeding, elevated visual merchandising, and exclusive on-ground previews, supported by a deeper partnership with the Lego India team.
In a market that loves both comfort and fun, Crocs and Lego have built something special, a collection that lets every step feel like playtime. Get ready to click your heels (or rather, your clogs) because this collaboration is set to be a blockbuster hit with Indian fans.
