Brands
Maruti plans 360 degree integrated campaign for new Baleno
BENGALURU: Recently, Maruti Suzuki launched a new premium segment hatchback Baleno to be manufactured exclusively in India for sale across 100 countries, including Japan. Now with the Indian festival season just around the corner, the company has planned an integrated 360 degree campaign.
The car comes with new features that include Apple CarPlay, a first for an Indian car, and is going to be available at an introductory special price during the Diwali season.
The campaign includes television, print, outdoor, in-store, internet and BTL activities. The campaign creatives are by Hakuhodo Percept, while digital creatives are by internet marketing agency Grapes Digital and public relations are by Avian Media.
“Hakuhodo will be integrating creatives across all mediums, including creatives by other agencies,” revealed a source at Maruti. “Within a day or two you will see TVCs play across your screens.”
Maruti plans to sell the five petrol and four diesel variants of the Baleno through its recently launched chain of premium exclusive automobile retail outlets Nexa.
Maruti regional manager (new channel) South unveiled the Belenao as well as the first preview of the TVC to be aired in Bengaluru yesterday.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
