Brands
How brands leveraged the curious case of missing monoliths
NEW DELHI: The curious case of missing monoliths is the latest mystery that has gripped the world. In late November, a team spotted a mysterious monolith in the desert of Utah, USA, which disappeared in a matter of 24 hours. Even though the government institutions did not reveal the details of the exact coordinates of the monolith, hundreds of enthusiasts flocked to the desert to visit the place.
In a matter of weeks, another similar monolith was spotted in Romania near the town of Piatra Neamt, which went missing in just four days. The two monoliths were quite identical in looks but were not examined by historians and scientists till then.
Since then, netizens have been demanding to know – who installed the monoliths in Utah and then in Romania and why did they just disappear in such a short while. Many seem to believe that incident is another one added to list of unsolved mysteries on earth.
While netizens and scientists were busy investigating the matter, brands around the world saw it as a great opportunity to jump in and connect with their audiences with a humorous take on the puzzling mystery. They released social media posts that showcased their products instead of the shiny metallic monolith.
Here are some of the brands that leveraged this trend.
Fevicol
Appeared on our feed, now it's stuck forever! #FevicolKaJod #MazbootJod pic.twitter.com/SbLLoQGclL
— Fevicol (@StuckByFevicol) December 4, 2020
Amazon
We can neither confirm nor deny that we had anything to do with the disappearance. pic.twitter.com/GdDQSfBYZE
— Amazon (@amazon) December 2, 2020
Paytm
For cashless payments, #PaytmKaro pic.twitter.com/Koav3XmBqz
— Paytm (@Paytm) December 3, 2020
Luxor Pens
If you have ever used our Permanent Marker, you would know that it doesn’t disappear.#Monolith #LuxorIndia pic.twitter.com/Xz5Ac8yrRZ
— LuxorIndia (@LuxorIndia) December 5, 2020
Jeep
The new rechargeable Jeep® Wrangler 4xe will be out of this world. (Coming Early 2021) pic.twitter.com/lilnnzXPEo
— Jeep (@Jeep) December 4, 2020
Ixigo
And this one ain't going anywhere #monolith pic.twitter.com/ALlYGJlUvU
— ixigo (@ixigo) December 3, 2020
McDonalds
welcome to McDonald's what can i get you? pic.twitter.com/iIgd8J5QIW
— McDonald's (@McDonalds) December 1, 2020
Shaadi.com
Declaration of #trends #trendingnow #monolith #love pic.twitter.com/pSNZem4l5Y
— Shaadi.com (@ShaadiDotCom) December 4, 2020
Cartoon Network
Will we ever find out who did this? Not Lakely.#monolith #UtahMonolith #InfinityTrain #CartoonNetwork pic.twitter.com/Wdxmq7GrFd
— Cartoon Network (@cartoonnetwork) December 2, 2020
Cadbury India
Neither lost, nor found alone. #Monolith #CadburyDairyMilkCrispello #Crispello #EqualSharing #FourFriends pic.twitter.com/PyskRLo6Vn
— Cadbury Dairy Milk (@DairyMilkIn) December 4, 2020
Brands
Reliance Retail FY26 revenue rises 11.8 Per Cent to Rs 3.7 lakh crore
Q4 revenue up 11.1 Per Cent, hyperlocal orders surge 4x, PAT steady
MUMBAI: Reliance Retail isn’t just ringing up sales, it’s ringing doorbells faster than ever. Reliance Retail Ventures Limited (RRVL) reported a steady FY26 performance, with growth powered by store expansion, a sharp surge in hyperlocal commerce, and consistent traction across grocery, fashion and jewellery. For the full year, revenue rose 11.8 per cent year-on-year to Rs 3,70,026 crore. In the January–March quarter, revenue from operations climbed 11.1 per cent to Rs 87,344 crore, up from Rs 78,622 crore a year earlier.
Operating performance remained stable, with Q4 EBITDA inching up 3.1 per cent YoY to Rs 6,921 crore from Rs 6,711 crore. However, quarterly profit after tax held steady at Rs 3,563 crore. For the full fiscal, PAT grew 11.7 per cent to Rs 13,842 crore.
Expansion remained a key lever. RRVL added 1,564 new stores during FY26, while simultaneously scaling its digital and hyperlocal commerce play. The latter emerged as a standout, with daily orders surging more than fourfold year-on-year in Q4, underlining a clear shift towards faster, localised fulfilment.
In grocery, large-format stores maintained momentum, aided by festive demand and the expansion of Smart Bazaar, which crossed 1,000 stores. Promotional campaigns such as ‘Full Paisa Vasool’ delivered record results, with sales rising 26 per cent YoY.
Digital commerce also picked up pace. JioMart added 5.8 million new users in Q4, nearly doubling its registered base year-on-year. Hyperlocal orders grew 29 per cent sequentially and over 300 per cent annually during the quarter.
Fashion and lifestyle saw steady traction. Ajio recorded a 23 per cent YoY rise in average bill value, while fast-fashion platform Shein crossed 11 million app installs, scaling rapidly with expanding product lines.
The jewellery business added further shine, with average bill value jumping 53 per cent YoY, largely driven by rising gold prices and sustained consumer demand.
Commenting on the shift, RRVL executive director Isha Ambani said hyperlocal commerce has become a structural growth driver, with orders rising more than fourfold over the year.
Looking ahead to FY27, the company is betting on technology to deepen engagement. The focus, Ambani noted, will be on AI-led merchandising, sharper pricing strategies and disciplined execution turning scale into sustained customer value.
In short, the carts are fuller, the clicks are quicker, and the next phase looks less about reach and more about precision.
