MAM
Max signs on Sehwag as channel ambassador
MUMBAI: Sony Entertainment Television India’s movies and cricket channel Max already has a cricket legend as its brand ambassador in Kapil Dev. It has now added a potential legend in the making and Indian cricket’s new “master blaster” Virender Sehwag to its roster.
Sehwag will represent brand Max and will be closely associated with the channel in presenting the biggest ICC tournaments coming up. He will play a crucial role in Max’s programming, marketing and promotion efforts.
Sehwag, who will be endorsing Max for the next two years (which can be extended to five years), is represented by Latika Khaneja’s Collage Sports Management. While channel officials remained tight-lipped on the terms of the deal, industry sources estimate Sehwag’s contract would involve a payout of Rs 3-4 million a year, which works out to Rs 15-20 million spread over five years. One reason for the “low signing amount”, according to the sources, is that cricketers’ rates have dropped significantly in the wake of the shoddy performances put out by the Boys in Blue in the recent past.
SET India CEO Kunal Dasgupta made the announcement this afternoon in Mumbai that Sehwag would be teaming up with Kapil Dev, Mandira Bedi (of the noodle straps fame) and channel mascot Sameer Khan to promote Max.
Said Dasgupta, “Sehwag’s passion, drive and energy, and his ability to keep people enthralled and entertained, are truly reflective of the passion and ‘Deewanapan’ that Max stands for. I am indeed pleased to welcome Sehwag to the Max family.”
Having said that, Kapil’s signing proved a bulls eye hit for Sony, especially as soon after the deal was done, he was declared Wisden’s Indian Cricketer of the Century, pipping both cricketing sensation Sachin Tendulkar and batting maestro Sunil Gavaskar in the race for honours.
With Sehwag’s coming aboard Max, Sony would certainly be hoping the Indian batting ace leads from the front on the field. There is nothing that will jack up viewership and bring ad money rolling in like a winning performance from the Indian cricket team.
The cricketing properties Max has lined up include the ICC Super Seires 2005, the ICC Championship Trophy 2006 (to be played in India), and the ICC Cricket World Cup in 2007 (in the West Indies).
Brands
Magnum Ice Cream Netherlands takes control of Kwality Wall’s India from Unilever
61.9 per cent stake transfer reshapes ownership as Unilever exits promoter role
MUMBAI: Kwality Wall’s (India) Limited has entered a new chapter, with The Magnum Ice Cream Company HoldCo 1 Netherlands B.V. acquiring a controlling 61.9 per cent stake from a clutch of Unilever PLC-led entities, marking a significant shift in ownership.
The transaction, completed on March 30, 2026, follows a share purchase agreement signed in June 2025. The incoming promoter picked up over 145 crore equity shares, effectively taking control of the company and being formally classified as its new promoter under regulatory norms.
As part of the deal, the outgoing promoter group, including Unilever Group Limited and its affiliated entities, has fully exited its shareholding in the company. They have now been reclassified from promoter to public shareholders, closing a long-standing association with the ice cream business in India.
The board of Kwality Wall’s (India) Limited took note of the ownership change and approved a series of leadership updates alongside it. Ritesh Tiwari stepped down as director, while Abhijit Bhattacharya was appointed as chairperson and additional non-executive director. Tahir Toloy Tanridagli also joined the board as an additional non-executive director.
The reshuffle signals a broader strategic reset as the Magnum-led entity looks to steer the brand’s next phase of growth in India. The transition has been carried out in line with regulatory requirements, including disclosures tied to the open offer and reclassification norms under market regulations.
With Unilever stepping back and Magnum stepping in, Kwality Wall’s India is effectively getting a fresh scoop of leadership and direction. The coming months will reveal how the new promoter plans to scale the brand in one of the world’s most competitive ice cream markets.
