MAM
McDowell’s 50% of annual brand budget on ‘Freestyle Friendzy’
BANGALORE: McDowell’s Celebration is launching the ‘Freestyle Friendzy’ contest to find India’s best freestyle footballer.
Betting big on the event, McDowell’s has planned to spend almost half of its annual brand-building budget on the property, reveal company sources.
As part of the initiative, a media campaign under the tagline ‘Jiyo Freestyle Dil Se’ (live with a freestyle heart) across print, television, radio, internet including social and community websites, outdoor, digital signage has been designed with creatives by Mudra. The media buying agency is Mindshare.
A TVC for promoting the contest will be aired across major national and regional channels, say sources.
The brand has brought in six of the top global 30 professional footballers to India and aims to take them across 21 cities in the country to engage and interact with local freestylers in India.
The finale will be held on December 18, 2009 at Kolkata. 10-15 of the freestylers who garner the maximum online votes will take part in a two-day coaching camp conducted by the six international footballers for honing their skills. The final winner of the finale will receive a free ticket to one of the most sought after league matches in London along with other prizes.
“Freestyle Friendzy is a nationwide hunt that is encouraging amateur Indian freestylers to post their videos on www.freestylefriendzy.com to seek votes for their skills and help popularize the sport,” said United Spirits deputy president Ashok Capoor.
NDTV 24×7, indiatimes.com and Radio Mirchi are the television, online and radio partners for the event. DNA is the event manager.
Brands
Bajaj Consumer Care FY26 profit rises to Rs 193.7 crore
Revenue climbs to Rs 1,092 crore as profit grows 49 per cent YoY
MUMBAI: Hair today, growth tomorrow Bajaj Consumer Care Limited seems to have found its shine again, posting a sharp jump in profitability even as it doubled down on brand spends and expansion. The company reported a net profit of Rs 193.7 crore for FY26, marking a strong 49 per cent rise from Rs 130.1 crore in FY25. Revenue from operations also grew to Rs 1,092.2 crore, up from Rs 942.8 crore a year earlier, signalling steady demand momentum across its portfolio.
For the March quarter, profit stood at Rs 64.1 crore, compared to Rs 31.5 crore in the corresponding period last year, while revenue rose to Rs 308.3 crore from Rs 243.5 crore.
The performance came despite a notable increase in spending. Advertising and sales promotion expenses climbed to Rs 168.3 crore in FY26, up from Rs 137.8 crore in FY25, reflecting continued investment in brand building. Other expenses also rose to Rs 151.3 crore from Rs 134.2 crore, indicating a broader push towards growth.
Operating efficiency, however, held firm. Profit before tax increased to Rs 234.8 crore in FY26 from Rs 157.7 crore a year earlier, supported by disciplined cost management across materials and inventory.
On the balance sheet, the company’s total assets expanded to Rs 959.1 crore as of March 31, 2026, compared to Rs 931.9 crore a year earlier. Other equity rose to Rs 780.3 crore, reinforcing a stronger financial base.
Cash flow from operations saw a significant uptick, reaching Rs 196.9 crore in FY26, nearly three times the Rs 67.9 crore recorded in FY25, highlighting improved working capital management.
However, the year also saw aggressive capital allocation. The company spent Rs 190.2 crore on share buybacks, contributing to a net cash outflow of Rs 196.5 crore from financing activities. Cash and cash equivalents stood at Rs 6.8 crore at the end of the year, down from Rs 25.6 crore.
Even as investments in subsidiaries and assets continued, the numbers suggest a company balancing growth ambitions with shareholder returns keeping one eye on expansion and the other on efficiency.
With margins improving and revenue steadily climbing, Bajaj Consumer Care appears to be combing through the competition with renewed confidence.
