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MAX takes out press ads to set ‘record straight’ on cricket coverage

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indiantelevision.com’s Media, Advertising & Marketing Watch
 
MAX takes out press ads to set ‘record straight’ on cricket coverage
 
The Indiantelevision.com Team

(15 January 2003 5:00 pm)

 

MUMBAI: Sony Entertainment India is leaving no stone unturned to ensure that Indian viewers realise that MAX and SET are the only channels that will show “live and exclusive premium digital coverage of all the 54 ICC cricket World Cup 2003 matches.”

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In a hard-hitting advertisement released in many national mainline publications today, MAX’s creative advertising agency Euro-RSCG has sought to stress that fact. The advertisement also counters media reports indicating that DD would air additional matches apart from the 16 “Big Gun” matches.

A MAX spokesperson says the channel was setting things in the right perspective and merely reacting to false media speculation and some “incorrect” media reports. Incidentally, MAX had embarked upon a major advertising blitzkrieg to create awareness amongst the various target audiences. In fact, MAX hoardings targeted at women audiences dominate the entire Andheri railway station in the western Mumbai suburb.

The advertisement claims: “Only MAX and SET will give you complete entertainment during the ICC Cricket World Cup 2003 with Extraaa Innnings. The innovative wrap-around programme that got an unprecedented response and gained record viewership across Cable & Satellite households beating all other channels.” Media reports indicated that ESPN would be involved in DD’s pre-match programming to counter Extraaa Innings.

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The advertisement also urges viewers to get their facts right: “So don’t be misled. Catch every bit of the ICC cricket World Cup 2003 action, only on MAX and SET.”

The MAX team is using every trick in the trade to ensure that eyeballs stick to either SET or MAX between February and March 2003.

See related story –
Sony warns it will sue GCC if DD Metro airs matches, ESS allowed to do programming

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DD ups ante on cricket coverage

 

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Brands

Kwality Wall’s reports standalone losses following strategic HUL demerger

Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales

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MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.

For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.

Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.

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Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.

Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.

Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.

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Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.

Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.

The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.

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