Brands
ICC names MoneyGram as event partner for eight years
MUMBAI: The International Cricket Council (ICC) has brought on board MoneyGram International as event partner for ICC events for a period of eight years from 2016 – 2023.
The ICC and MoneyGram recently completed a successful five-year partnership, which began with the ICC World Twenty20 West Indies 2010, concluding with the ICC Cricket World Cup 2015.
In the current eight-year cycle, the ICC will stage 17 tournaments, including six majors – two ICC World Twenty20 tournaments, two editions of the ICC Champions Trophy and two ICC Cricket World Cups.
ICC chief executive David Richardson said, “I am delighted that MoneyGram International has decided to continue to support cricket by extending its partnership with the ICC. The extension says much about the value of our events at which we continue to strive to create an unforgettable experience for fans from all around the world. Sponsors are the lifeline for any sport and on behalf of the ICC, I thank MoneyGram for their continued support.”
MoneyGram executive vice president and chief marketing officer Juan Agualimpia added, “Cricket touches many lives and it’s truly exciting to be a part of this sport and witnessing its potential to inspire and transform lives firsthand. At the end of the day, MoneyGram brings people closer just as the sport brings people closer across geographies. Our association with the ICC has certainly helped establish MoneyGram as a preferred brand for South Asians around the world and we are delighted to extend this agreement for another eight years.”
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
