MAM
Maa TV pads up again with India A – Pak one-dayer
MUMBAI: Maa TV is at it again: cricket. The channel which has been successfully running its Tollywood cricket trophy since 2003, has now acquired the telecast right of a cricket match involving India (A) and the touring Pakistan team.
The channel will telecast the match live. The one dayer will be played at the Uppal stadium Hyderabad on 30 March.
“Cricket is not new to Maa TV. In 2003, apart from the Tollywood trophy, we had also telecast a match between Indian cricket stars and the Tollywood stars. So we have the expertise when it to comes a high-profile match,” says Maa TV executive director Rajendra Prasad.
The channel acquired the telecast rights from the Hyderabad Cricket Association (HCA) for Rs. 2 million. According to Prasad, other expenses cost the channel another Rs. 5 million. The channel has set a target of Rs 10 million as ad revenues from the match. The channel also holds the ground rights of the match.
“By now, we have got a billing of Rs. 6 million. We hope to bill the remaining Rs. 4 million by 29 March evening,” says Prasad.
Maa TV has roped in Head & Shoulders as the title sponsor of the event. The associate sponsors are Thumps Up and Vicks. Co-sponsors include Andhra Bank, Pareas Pharma and D-cold.
Prasad promises international level telecast quality for the match. “We will have 12 main cameras and there will be a stump camera and another one to help the third umpire. We have taken extra care to deliver a quality telecast,” he says.
The telecast will begin at 8:30 am. From 8:30 to 9 am, the channel will telecast Maa Extra Innings, a curtain raiser.
Maa TV telecast the latest edition of the Tollywood Trophy on 13 February. As per the TAM data provided by the channel, the property recorded an average TVR of 9 in CS4+.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
