MAM
Go Cheese collabs with Bigg Boss season 18
Mumbai: Parag Milk Foods’ brand Go Cheese has announced its collaboration with Bigg Boss season 18. This partnership will see Go Cheese integrated into the daily lives of contestants within the iconic Bigg Boss house, showcasing the brand’s diverse range of cheese products in a dynamic and engaging setting.
As part of the collaboration, Go Cheese will have a dedicated space called the ‘Greed Corner’ inside the Bigg Boss house, where contestants will indulge in Go Cheese products. This integration not only amplifies visibility throughout the 107-day season, but also ensures that the brand remains top-of-mind for viewers at home. Additionally, exclusive hampers filled with a wide range of Go Cheese products will be offered to the housemates.
Parag Milk Foods executive director Akshali Shah expressed her enthusiasm for the partnership, stating, “Collaborating with Bigg Boss presents an exciting opportunity for us to showcase our products in a highly engaging and memorable way. By integrating Go Cheese into the everyday lives of both contestants and viewers, we aim to highlight our offerings across diverse culinary experiences. This collaboration marks another successful venture with a popular reality show on a general entertainment platform, reaffirming our commitment to engaging audiences across India.”
“Bigg Boss’ popularity across television, digital and social media ensures that our partner brands enjoy unparallel reach and engagement across consumer demographics and content distribution platforms. Additionally, through our smart integrations we ensure that the brand is seamlessly woven into the storytelling of the show, thereby greatly reducing ad-fatigue and ensuring the saliency of brand messaging,” Viacom18 head – network sales, Mahesh Shetty said adding “ We’d like to welcome Go Cheese to their inaugural Bigg Boss as our first ever cheese category partner.”
As Bigg Boss continues to connect with audiences across both urban and rural markets, this partnership signifies a pivotal moment in Go Cheese’s mission to deliver distinctive food experiences, driving substantial growth during and beyond the collaboration period.
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.
