Brands
Hudson Oil appoints Grapes Digital to handle digital mandate
MUMBAI: In a recent announcement, Hudson Canola Oil has appointed Grapes Digital as its digital agency. The agency will handle the complete digital mandate. The account was won after a multi-agency pitch.
The agency will be involved in the digital media planning and buying, strategy, content creation and design across all social media platforms.
Food is an art on Instagram, cooking is a passion on blogs and information about health is just a click away. In this landscape, how can an oil brand join the conversation? This objective is now in the capable hands of Grapes, which is tasked with highlighting Hudson’s relevance in today’s Indian kitchen, using the most innovative ways possible to help increase brand awareness and drive business growth.
Grapes Digital founder Himanshu Arya says, “We are excited to partner with Hudson Canola Oil, the brand that introduced canola oil to India and the one that has led development of the canola oil category in a market where it was unknown. We are delighted to work with a brand that understands the ‘digital first’ approach. We look forward to use our digital expertise to help the brand touch new heights,”
Dalmia Continental senior vice president Akash Premsen adds, “The company’s core competency is blowing open categories that Indians did not know of or consider and creating leading brands. With Leonardo Olive Oil previously, India realised an entire new way of life. With Hudson, we have a product inherently linked to consumer behaviour and health in the Indian kitchen. We are confident of fast adoption because homes are ready for this revolution.”
The company is targeting Rs 300 crores from Hudson in five years and intends to expand the portfolio to focus on demographics that almost all oil companies ignore because they are in the commodity business, not in the consumer benefit business.
Currently, the oil category is stodgy, old and stuck in the 1990s, with almost zero appeal to the millennial generation. Hudson wants to speak directly to the young, savvy, health-aware and global-minded consumer.
Brands
Amol Parashar invests in Nisaki Gin as strategic stakeholder
Actor shifts from endorsements to ownership with colour-changing craft gin
MUMBAI: Actor Amol Parashar has taken a spirited new turn off screen, investing in premium liquor label Nisaki Gin as a strategic stakeholder. The move marks a clear pivot from brand ambassador to brand believer, signalling a more hands-on chapter in how the actor engages with businesses.
Best known for his performances in the web series Tripling, the historical drama Sardar Udham, and the streaming title Gram Chikitsalay, Parashar has steadily built rapport with younger audiences. An IIT Delhi graduate, he pairs creative instinct with analytical rigour, and says he prefers partnerships rooted in conviction rather than mere visibility.
That thinking found a match in Nisaki Gin, a homegrown label that quite literally changes colour. The spirit shifts hues when mixed with tonic or citrus, turning every pour into a small spectacle. It is chemistry with character, and a conversation starter in a glass.
“Transformation has always been central to my journey as an actor,” Parashar said. “What drew me to Nisaki was the way it captures that spirit through its evolving hues and layered character. India’s premium spirits space is at an interesting inflection point, and I see this as a long term journey rooted in culture, quality and conviction.”
The brand is built around the philosophy ‘Love Every Hue’, celebrating nuance and layered experiences. In a market where identity and taste are increasingly fluid, the gin’s shifting shades mirror the evolving preferences of modern consumers.
Founder Sanchit Agarwal believes the partnership goes beyond capital. “Amol represents versatility and a strong connect with young audiences, which aligns well with how Nisaki is building its brand. His involvement brings not just investment, but insight as we grow across key markets,” he said.
India’s premium gin segment has gathered pace in recent years, buoyed by curious drinkers and the rise of craft labels. With Parashar now on board, Nisaki appears ready to raise a glass to its next phase, proving that sometimes the most interesting transformations happen off screen.
