MAM
How new India is celebrating its 73rd Independence Day
For millennial today, Independence Day brings back a lot of memories of the energetic dance, song and other performances organised in schools. The patriotic songs, story recitation on freedom fighters and other unique activities that children would present filled the whole premises of the institute with enthusiasm among everyone associated with the school. We all still carry the same enthusiasm and pride in being Indian and do not hesitate to express our love for the country. The good news is that celebrating Independence Day in new India driven by technological culture lets you relive the patriotic excitement without limiting you to share only poems or quotes on SMS, WhatsApp or other messaging platforms. In this article, we are listing some of the amazing new ways to express your love for India.
No, we are not talking about social media platforms such as Facebook, Twitter, and others that have been our go-to-platforms to express our thoughts and opinions. During the special events or festivals like not only individuals but many groups, brands and others put in special efforts to create content such as an emotional video ad or similar. If the content by the brand hits the right chord among the social media users, as a result, users merge their feelings and wish with the brand's content to wish others. However, the beauty of social media is that it is ever-evolving and with each passing year, we are exposed to platforms that keep changing the way we express and use social platforms.
Say Helo! to new social platforms
With the rise of video content creation, the world is experiencing a shift from textual communication to video-oriented communication and message delivery. Many short video creating platforms such as Helo!, Likee, TikTok and live streaming video platforms such as Bigo Live, FB Live, etc are gaining popularity among internet users.
This popular platform is celebrating Independence day with its Indian users with #SwatantrataDiwasDekho. Many Indian users are smearing the tri-colour on their faces and uploading videos with a special dance step and patriotic music pieces to express their passionate love for the nation.
Celebrate As You Likee It
Do you know that Likee mobile app is targeting to hit the Guinness World Record for video creation of the maximum number of people waving India's national flag on a platform? This short video creation and sharing platform by BIGO Technology has launched a special campaign – 'No matter where I am, #IAMINDIA' for Indians across the globe. Every video uploaded with the special video feature of waving Indian flag will count and contribute to the world record. Even India’s sports sensation- Hima Das couldn’t help but participate in the world record attempt.
Live stream the Independence Day Celebrations
Live streaming videos have been taking over the social media platform and globally, a significant number of internet users watch live-streamed videos basis their interest. This concept owes its popularity to its simple use of creating the desired video. The viewer experiences the authenticity of the scenario while watching a live video and hence easily trusts the content being delivered. Many companies and schools have an excellent opportunity to showcase the high energy engagement and work/school culture during Independence Day on Live Streaming platforms such as BIGO Live, FB Live and others. Many celebrities and influencers can utilise these platforms to showcase themselves, their families and their patriotic sentiments to wish their fans in the most authentic way.
With the rise of video creating and sharing communities, today a user has the ultimate opportunity to put himself or herself at the center stage and convey the message as desired. Therefore, this independence Day, do not restrict yourself with forwarded messages to wish others, create your message with passion and share with family and familiar.
(The author is brand strategist. The views expressed are his own and Indiantelevision.com may not subscribe to them.)
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
