MAM
Maxus ESP innovates with Mahakosh Cooking Oil for ‘Farah Ki Daawat’
MUMBAI: Colors’ food show Farah Ki Daawat hosted by Farah Khan has brought to the fore memories about food and anecdotes of A list celebrities. Created and produced by Wizcraft Television, the food show features celebrities using their trusted cooking companion – Mahakosh Cooking Oils. To take this show to newer heights, Maxus ESP has partnered with Wizcraft for Farah Ki Dawaat and devised a complete marketing plan that will create a powerful engagement for the brand.
Talking about this association, Maxus ESP national director Shailja Vohra said, “Mahakosh’s association with Farah Ki Dawat on Colors is an example of how content can take center stage and showcases how Maxus ESP is able to get content in the center of communication planning. The partnership proves how large and premium brands such as Mahakosh Cooking Oil have instilled their continued faith in Maxus, which has been able to deliver robust and triumphant strategies. This campaign is an extension of that as over the next four months we have lined up a host of innovations.”
The content rollout plan includes specially created TV vignettes, print ads, a well compiled recipe book, along with consumer contest and product seeding with India’s top celebrities, among other things. This show is also being promoted on social media platforms and a variety of recipes will soon be uploaded on the Farah Ki Daawat YouTube channel, and an on-air contest too is part of the blitzkrieg marketing plan. A promo video for the contest with Farah Khan has also being filmed.
Wizcraft International Entertainment director Wiz Sabbas Joseph added, “Not only is the brand integration seamless, the idea to use and reach out through multiple platforms and use multi-channel engagements is what makes this a winner.”
As part of the sales-led contest aptly named ‘Mahakosh Daawat-E-Khas Contest’, consumers of Mahakosh Cooking Oils will be provided to not just cook a meal with Farah Khan, but also win a host of exciting prizes by buying a pack of the oil brand and messaging the code under the cap, to a designated number. We are sure the Maxus team will do a fantastic job in meeting upto our expectations and delivering the results,” added RSIL (Popular Division) head of marketing Alok Mahajan.
Brands
Samsung certifies 1,000 Maharashtra students in AI and coding
The South Korean electronics giant marks its first large-scale skilling push in the state, with women making up nearly half the national programme’s enrolment
PUNE: Samsung has put 1,000 students in Maharashtra through a certified training programme in artificial intelligence and coding, the largest such drive the South Korean electronics company has run in the state and a signal that corporate India’s skilling ambitions are moving well beyond the boardroom brochure.
The certifications were awarded under Samsung Innovation Campus (SIC), the company’s flagship corporate social responsibility programme, which launched in India in 2022 with the stated aim of democratising access to future-technology education. The 1,000 graduates were drawn from four institutions: 127 from Savitribai Phule Pune University, 373 from Pimpri Chinchwad University, 250 from D.Y. Patil University’s Ramrao Adik Institute of Technology and 250 from Anjuman-I-Islam’s Kalsekar Technical Campus. All completed training in either AI or coding and programming, the two disciplines Samsung has identified as the critical pillars of the digital economy.
The programme does not stop at technical training. Soft-skills development and career-readiness modules are baked into the curriculum, a deliberate attempt to close the gap between what universities teach and what employers actually want.
“India’s digital growth story will ultimately be shaped by the quality of its talent pipeline,” said Shubham Mukherjee, head of CSR and corporate communications at Samsung Southwest Asia. “As technologies like AI move from the periphery to the core of industries, skilling must evolve from basic training to building real-world capability. This milestone in Maharashtra reflects how industry and academia can come together to create a future-ready workforce that is both globally competitive and locally relevant.”
The Maharashtra drive sits within a rapidly scaling national effort. Samsung Innovation Campus trained 20,000 young people across India in 2025, hitting its stated target for the year. Women account for 48 per cent of national enrolments, a figure the company cites as evidence of its push for an inclusive technology ecosystem. The programme is implemented in partnership with the Electronics Sector Skills Council of India and the Telecom Sector Skill Council.
Samsung, which is marking 30 years in India this year, runs SIC alongside two other initiatives, Samsung Solve for Tomorrow and Samsung DOST, as part of a broader effort to build what it calls a generation of innovators with both the technical depth and the problem-solving mindset to thrive in a fast-moving digital world.
A thousand certified students is a tidy headline. Whether they find jobs that match their new skills is the harder question, and the one that will ultimately determine whether corporate skilling programmes like this one are genuine pipelines or well-photographed gestures.
