MAM
JK Cement signs Virender Sehwag as brand ambassador
MUMBAI: Cement manufacturers J.K. Cement has roped in Indian cricketer Virender Sehwag as its brand ambassador, and has launched the first spot featuring him.
The television commercial is the brainchild of Basic4 – a Delhi-based advertising agency.
The concept of the TVC revolves around situations wherein Viru or Phodu goes about his habit of smashing cricket balls so hard that the surroundings are under threat of getting decimated; thankfully, there‘s Jodu or J.K. Cement around, to keep buildings intact.
Moreover, J.K. Cement is planning to promote the campaign with all-round television, radio and BTL activities.
For brand building, this would be a 360-degree campaign encompassing consumer promotions, online support and public relations, and would be unveiled in a phased manner over the next two years.
J.K. Cement brand manager Nitish Chopra said, “We also plan to involve Sehwag in ground-level activation, engagement, customer outreach programs and various BTL activities like consumer and dealer meets, Point of Purchase material etc.”
Sehwag said, “I‘m happy to be associated with J.K. Cement. It‘s very interesting to see how they have related my strengths with their product attributes and conceptualized an ad that strikes a connect with the audience.”
Chopra added, “Having been in the industry for over 35 years, the company has built its credentials with a never say die attitude and a penchant for smashing challenges ruthlessly. That, when given a human persona, had to be a person who would be both experienced and aggressive and at the same time be both dependable and unique. Keeping this in mind, while deciding on our brand ambassador, Virender Sehwag was the obvious choice, to be the face of J.K. Cement.”
Basic4 creative director Mayank Gaur said, “Among all the smashers of the cricket ball (or phodu‘s, as they are popularly referred to across India), Sehwag is unique in that he combines brute power with staying power. His two triple centuries and 13 odd 150+ test scores conclusively settle that argument. We thought countering this phodu‘s onslaught with our jodu – J.K. Cement, another champion of staying power, would be an engaging way of getting across our brand promise – ‘Vishwas hai, isme kuch khaas hai‘.”
Chrome Pictures is producing the TVC.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
