Brands
Infosys Foundation, GoSports expand athlete support with ‘Gear for Gold’
BENGALURU: Infosys Foundation and GoSports Foundation have expanded their high-performance sports partnership, upgrading the earlier ‘Girls for Gold’ initiative into the broader and more inclusive ‘Gear for Gold’ programme. The refreshed effort now supports male, female and para-athletes, aiming to build a sharper, science-led talent pipeline through stronger academies and better training systems.
The programme will focus on six disciplines: badminton, table tennis, weightlifting, boxing, athletics and shooting, using an academy-first approach. Support includes infrastructure upgrades, modern conditioning and recovery systems, advanced equipment, scholarships, coaching, competition exposure and guidance on nutrition and injury management. Workshops, certifications and global exposure visits are designed to raise the capabilities of athletes, coaches and staff.
Since 2022, the partnership has assisted five academies: Lakshya Shooting Club, the Mary Kom Regional Boxing Foundation, the Raman TT High Performance Centre, the Sathish Sivalingam Sports Foundation and the Yadav Pro Badminton Academy. Three more: Usha School of Athletics, the Karnam Malleswari Foundation and the Malik Badminton Academy, join the programme this year.
These interventions have delivered 15 international and 58 national medals so far. Standout performers include shooter Ojasvi Thakur, shooter Isha Taksale, table-tennis prospect Ahona Ray, badminton player Hithaishree L Rajaiah and track athlete Anjali PV.
Sumit Virmani, trustee at Infosys Foundation, said the expansion reinforces its commitment to “holistic and inclusive” athlete development. Nandan Kamath, founder and managing trustee at GoSports Foundation, said the new phase will help identify and nurture promising athletes across India through “environments powered by sports sciences.”
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.
