Brands
Kingfisher and JioHotstar adds a social media twist to WPL live viewing
MUMBAI: Watching cricket just got a little louder, livelier and far more social. Kingfisher Premium Packaged Drinking Water has teamed up with JioHotstar to launch Kingfisher Good Times Hangout, a first-of-its-kind live viewing feed designed to turn match time into hangout time. The format debuts during the TATA Women’s Premier League Semi-Final on 3 February and the Final on 5 February, streaming live from 6.30 pm on JioHotstar.
Unlike traditional commentary, the Good Times Hangout feed leans into conversation, humour and pop culture, offering viewers a relaxed, sofa-side take on live cricket. Think less textbook analysis and more mates reacting in real time, with jokes, opinions and cultural chatter flowing alongside the action.
The line-up brings together an eclectic mix of voices, including comedians Mantra, Angad Singh Ranyal, Gurleen Pannu, Aakash Gupta, Harsh Gujral and Kullu, alongside popular personalities Sahiba Bali and cricket experts Aakash Chopra, Reema Malhotra and Veda Krishnamurthy. The result is a blend of insight and irreverence that aims to keep even casual viewers entertained.
United Breweries Limited chief marketing officer Vikram Bahl, said the initiative builds on cricket’s natural role as a shared social experience. He noted that the Good Times Hangout moves beyond conventional brand integrations to create a more interactive and communal way to enjoy the game.
From JioStar’s side, head of sports sales Anup Govindan said the collaboration reflects the platform’s focus on rethinking how audiences consume live sport. By merging cricket with culture and conversation, he added, the format shows how brands can become part of the viewing experience rather than sitting on its sidelines.
Accessible via the audio and subtitles menu while watching the live match, Kingfisher Good Times Hangout offers a fresh way to experience the WPL. For fans and non-fans alike, it promises less shouting at the screen and more feeling like you are part of the room.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
