Brands
Hrithik adds star flavour to Rakesh Masala’s 50th year
MUMBAI: Rakesh Masala has turned up the heat on its 50th anniversary, partnering with HRX Films and roping in megastar Hrithik Roshan for its new pan-India campaign, Swaad Jo Reh Jaaye Yaad. Conceptualised by Collective Creative Labs, the campaign blends humour, nostalgia and the unmistakable taste that has seasoned Indian kitchens for five decades.
The films feature Hrithik in light-hearted, slice-of-life moments, from set antics to candid off-screen conversations, revealing the superstar’s love for authentic flavours made richer with Rakesh Masala. It’s a playful reminder that even icons savour the simple joy of a perfectly spiced meal.
“Rakesh Masala has been a household name for decades, loved for its authentic taste and quality,” said Rakesh Masala managing director Ajhay Kumar. “As we mark our 50th year, joining hands with Hrithik Roshan feels like the perfect way to take our legacy forward.”
Produced by HRX Films, the campaign celebrates both brand and star power. “We wanted to tell a story rooted in humour and relatability,” said HRX Films CEO Eshaan Roshan. “By merging Rakesh Masala’s timelessness with Hrithik’s charisma, we created something that speaks to audiences across India.”
With a mix of TVCs, digital shorts, print and outdoor buzz, the campaign spices up screens nationwide, proving that great taste, much like great cinema, always leaves you wanting more.
Brands
Ace Blend launches 10:1 Shroom Droppers targeting energy, focus and calm
New ultrasonic extracts aim to boost potency and absorption in mushroom supplements
MUMBAI: Ace Blend has entered the fast-growing functional wellness space with the launch of its new Shroom Concentrates range, betting on potency and delivery format as key differentiators in an increasingly crowded market.
The Mumbai-based brand has introduced a trio of liquid “droppers” designed to support focus, energy and relaxation. Unlike conventional mushroom supplements, which often rely on powders or capsules, the company is positioning its water-based concentrates as faster-absorbing and more effective.
At the core of the launch is a 10:1 concentration ratio, which the company says delivers higher bioactive potency compared to standard formulations. The products are developed using a patented ultrasonic water extraction method that uses sound waves instead of heat or chemicals to preserve delicate compounds within the mushrooms.
The range includes Lion’s Mane for cognitive support, Cordyceps for sustained energy, and Reishi for relaxation and recovery. The formulations are also glycerin-free, a move aimed at avoiding dilution and maintaining purity.
“We introduced India to functional mushrooms with our Shroom Coffees. With Shroom Concentrates, we’re cementing our expertise in the space,” said Ace Blend founder Shivam Hingorani. “We focused on solving that gap by improving how these compounds are extracted, delivered, and absorbed.”
The launch comes as functional mushrooms gain traction globally, with consumers increasingly seeking natural solutions for productivity, stress management and overall wellbeing. In India, the category is still emerging, but growing awareness and demand for performance-oriented health products are creating new opportunities.
By combining high-potency extracts with a convenient dropper format, Ace Blend is aiming to make functional mushrooms more accessible to everyday users rather than niche wellness enthusiasts.
As competition intensifies in the plant-based supplement market, brands that can deliver both efficacy and ease of use may find themselves a step ahead. For Ace Blend, this latest launch signals an attempt to turn curiosity into consistent consumption.
