MAM
Mumbai City FC seals global partnership with Midea
NEW DELHI: Mumbai City FC has inked a new partnership deal with home appliances and air-treatment company Midea.
For the 2020-21 season, Midea will feature on the sleeve of the Club’s first team shirts and will be visibly present on match days and at the Club’s training facility at the Nagoa Village Panchayat Football Ground. Saturday, 21 November will be Mumbai City’s first match with the new kit.
Brando Brandstaeter, head of global brands and communication at Midea group’s International business division said, “Midea is very passionate about its global brand building. With the rise of football in India, partnering with Mumbai City was a logical step to engage even more with our young and passionate Indian consumers. Needless to say, seeing Ranbir Kapoor wearing the Midea branded Mumbai City shirt will help to show our surprisingly friendly product range not only to Mumbai’s citizens, but also to the entire Indian subcontinent.”
Mumbai City FC co- owner Bimal Parekh said, “We are delighted to be partnering with such a fantastic global brand. Midea’s ambition to grow in India has been impressive and we share their passion and commitment to develop and grow. We look forward to a successful season together.”
City Football Group brokered this partnership as part of its consultancy services to the Club.
Midea India Pvt. Ltd VP Pranab Mohanty said the partnership with Mumbai City FC will deepen the positive impact the brand is trying to make in communities across India. “Our association with football is a natural fit as it has a deep-rooted connect with our target audience in India and will help in enhancing Midea’s brand visibility, target audience reach and will create new avenues of collaboration for success.”
Midea has a comprehensive range of residential and light commercial air conditioning solution including VRF, home appliances & small domestic appliances for India market, which includes washing machine, dish washer, refrigerator and water heaters. These products are available on e-commerce platform.
MAM
Pulse launches 7th Loyalty Day with #PulseUpYourDrink campaign
Runs May 1 to 15, invites fans to create drinks, 100 winners get merchandise.
MUJMBAI: If candy had a cocktail hour, Pulse is ready to stir things up literally. The Dharampal Satyapal Group’s confectionery brand has rolled out the seventh edition of Pulse Loyalty Day, anchored by a new digital-first campaign, #PulseUpYourDrink, running from May 1 to May 15, 2026. The idea: turn a tangy candy into a creative ingredient, and let consumers do the mixing. Tapping into a growing trend of flavour experimentation, especially among Gen Z and millennials, the campaign invites fans to create mocktails and beverages using Pulse candy. The format leans heavily on user-generated content, with participants encouraged to share their creations on social media by tagging @passpass_pulse.
To kick things off, a set of chefs will introduce Pulse-inspired mocktail recipes, setting the base for fans to remix and reinterpret. Actor Mannara Chopra joins the campaign to amplify reach, signalling a continued focus on youth engagement.
The activation is designed to play out across the digital ecosystem, with nano and micro influencers driving participation and conversation. As an added incentive, 100 participants will win Pulse-branded merchandise, blending fandom with rewards.
Pulse, which has led the hard-boiled candy segment for the past nine years, is increasingly positioning itself as more than just a product leaning into culture, community and online behaviour. Loyalty Day, now in its seventh edition, has evolved into a recurring digital moment where consumers actively co-create the brand narrative.
The strategy is clear: keep the flavour familiar, but the engagement fresh. Because in today’s attention economy, even a candy needs to stay in the mix.
