MAM
Meridian wins creative mandate of hungama.com
MUMBAI: Meridian Communications Mumbai has won the creative mandate for hungama.com and bollywoodhungama.com along with its apps business.
The win followed a multi agency pitch which saw participation by Metal Communication, Network Advertising, Interface and Brand Insights.
Meridian head of office Samrat Bedi said, “The Hungama win, on the back of the Vespa win, is once again a testimony to Meridian‘s strength in blending strategic thought with effective and inspiring creative work. The relevant use of new-age media and ideas that won hands down on high cut-through and freshness is where Meridian scored. In Hungama, we have a brave client who inspired us to push ourselves harder. Eventually, it was the chemistry and passion on both sides that brought us together.”
Meridian VP account planning Shashank Lanjekar added, “Hungama.com is a brand that is young, fun and futuristic. We hope to partner them in creating work that mirrors these values.”
Meridian VP client servicing Mohit Ahuja added, “At Meridian, we believe in creating long term buzz platforms, as opposed to mere taglines. Given the digital youth space that Hungama operates in, this approach is a perfect fit.”
The communication agency also won the creative mandate for Voltas ACs this year and made changes in its creative leadership earlier this month.
Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
