MAM
MagnonTBWAawarded digital duties for Ebro India
MUMBAI: The digital agency has acquired digital strategy mandate for the Indian arm of the Spanish food major Ebro Foodsfor its brands – Panzani India, Puroma and Ultimate.
The job involves conceptualizing and executing social media strategy for the group’s brands in India. The account was the result of a multi-agency pitch process that witnessed participation of various agencies.
Ebro Foods is the world’s largest trader/miller of rice and the second biggest producer of pasta. With its headquarters in Spain, the food brand enjoys a remarkable presence in more than 80 countries across America, Europe, Asia and Africa.
Peter Walker, Managing Director, Ebro India said, “Digital has become main media for us to reach out to our target audience. Panzani Pasta is encouraging young people to express themselves and try new things. Digital media is opening up the world of endless possibilities to our consumers in the same way as Panzani Pasta is. We aim to create a digital community for our consumers to share ideas and experience in a fun and dynamic way to engage with our product. We feel that the young professional and dynamic team at MagnonTBWA are well aligned with our culture and brand values.”
“We are happy to welcome MagnonTBWA as our new digital partner and look forward to a positive and successful partnership,” said Puneet Kapoor, Marketing Head, Ebro India. “We are confident about their ability to deliver strategic digital communication that aligns with our business objectives.”
On winning the mandate, Nitin Naresh, Managing Director, MagnonTBWA, said, “The Panzani brand is counted among the most recognized French brands. We are very excited to handle the digital mandate for such an iconic food brand, and help it scale new pinnacles of success in 2019 and beyond.”
MagnonTBWA, part of the Fortune 500 Omnicom Group, is trusted as a creative and digital partner by brands like Haier, UNICEF, Sony, Etihad, Valvoline, Standard Chartered Bank, Hyundai, Daikin, Adidas and many more.
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
