MAM
Monk Entertainment executes ‘Money Heist’ with latest campaign for Scaler Academy
Mumbai: With the buzz surrounding the release of the latest season of Netflix series – “Money Heist,” Monk Entertainment has come out with a moment marketing campaign titled ‘If Indian engineers did a heist’ for ed-tech company Scaler Academy. The campaign does a comic local spinoff of the popular series in order to highlight the need for software engineers to upscale themselves- albeit with a twist in the tale.
The 360-degree moment marketing campaign conceptualised and executed by the Monk Entertainment team features some of the leading names on Instagram in the comedy genre of Marathi digital content creation like Karan Sonawane aka Focused Indian as the Professor, and others such as Sidhant Sarfare, Harsh Rane, Vrushali Jawale, Sushant Ghadge and Shravan Kshirsagar portraying his students/ heist members having local Mumbai Station names like Dombivili, Andheri, Virar, Sanpada and Chunabhatti, in place of the international city names of the original.
The script revolves around the Professor, who is actually a professor at an engineering college teaching software engineering, leading his students during a bank heist. As in the original series, it’s in the Professor’s hands to crack the code in order to open a bank vault with treasures they desire to steal. However, the Professor’s coding skills aren’t as proficient as his students think or as he claims.
The plot twist occurs when instead of the professor one of his students- Virar is able to crack the code that the Professor couldn’t, and gets the vault open and saves the heist members. A subtle hint is in the sketch, where Virar is seen watching a Scaler video on coding whilst the Professor keeps the gang waiting.
“At Monk Entertainment, our approach towards branded content is pretty simple: We treat brand’s customers as audience first. For us, a brand’s target customer has to be the protagonist/the main hero of the story we are serving,” said Monk Entertainment manager of content development and IPs Aishwarya Kerkar.
“The above approach really worked for us while conceptualising the sketch. We are very glad that we collaborated with a fantastic and supremely talented cast of Marathi creators to bring this sketch to life. We are happy to see so many organic conversations around the brand in the comments section of the video. Post the success of this video, we are hopeful that more brands will now engage with pop-culture trends and become a part of social conversations around them through video content,” she further added.
The short film, directed by Vaibhav Patil and Rudrang Malkar and written by Aishwarya Kerkar, Rudrang Malkar and Rishita Palshetkar, has a hint of masala comedy with a lot of regional lingo thrown in, coupled with coding jokes that will tickle the funny bones of techies and engineers.
“Moment marketing is a critical lever in our brand strategy; that doesn’t mean we will increase the social clutter by being one of many. So naturally, as a brand, we pick moments that we have a solid and unique point of view on – Money Heist with the professor presented just that sort of opportunity,” said Scaler InterviewBit head of Brand Ranjeet Kumar.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
