Brands
Mirchi turns up the volume with 1000 hours of Pujo power
MUMBAI: Mirchi Bangla just made festive history by going live for a jaw-dropping 1,000 hours, turning Bengal’s beloved Durga Pujo and Kali Pujo into a round-the-clock celebration of sound, spirit and stories.
From Kolkata’s iconic pandals to the buzzing lanes of Siliguri, Asansol and Durgapur, Mirchi RJs were everywhere, playing games, giving away gifts and capturing the pulse of Pujo like never before.
The festival season also brought double joy for Mirchi, as its cult audio series Sunday Suspense crossed a landmark 3 million subscribers on Youtube, with 1.2 billion lifetime views and 372.6 million hours of listening time.
The celebrations hit a high note when superstar Jisshu Sengupta unveiled Mirchi’s special Pujo song, sung by Ujjaini Mukherjee, Sourav Chatterjee and Shreyoshi Chakraborty. And if that wasn’t enough, Mirchi also launched the Shyamasree Award during Kali Pujo, a unique honour recognising the artistry and devotion behind Bengal’s most creative pandals.
With star RJs Ayantika, Neel, Manali, Mohor, Sayan and Indroneel taking the festivities on the road in the Mirchi-branded Bahan and Singhabahini, Bengal truly danced to the rhythm of Mirchi this Pujo season. After all, when it comes to celebration, Mirchi doesn’t just play the hits, it makes history.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
