MAM
MyCollegeFest makes more than 100 colleges take the energy dash for Tata Gluco Plus
Mumbai: New age digital media-tech company Graphene Media has been recently mandated to execute a first of its kind activation for NourishCo’s Tata Gluco Plus (TGP) in more than a 100 colleges in Tamil Nadu & Karnataka during the next three months.
In order to build an active engagement for its launch in Tamil Nadu & Karnataka, MyCollegeFest a venture by Graphene Media, conceptualized a clutter breaking activation for NourishCo which involves students participating in a physically exhausting game thereby showing the importance of staying hydrated.
Using latest motion controlled gaming and Kinnect technology, MyCollegeFest created a virtual scenario where a student has to control his avatar by physically running, dodging obstacles and collecting energy by grabbing TGP packs. Every obstacle reduces their score and every TGP pack gives them more points to run further. The game ends with the participants reaching out for a real drink to replenish their energy after participating in this activity.
Speaking on how well this activation has been received at this stage, Mr. Sanjoy Chakrabarty, CEO and Founder of Graphene media says, “Innovation is one of the best ways to create top of mind recall especially amongst youth. MyCollegeFest, being the only platform for aggregating college fest from across India, effectively maximizes visibility and engagement for a brand through college festivals. While this activation for Tata Gluco Plus is a first of its kind from an innovation perspective, it can also talk about scalability as it covers almost a 100 colleges across the southern part of India. We look forward to taking up such challenges and enhancing engagement with many more such unique ideas.”
With an inventory of over 2500 college fests across 300+ cities in India, MyCollegeFest has been innovating on student engagement with brands. Keeping in mind its clients requirements, it works on basic sponsorships for large scale branding activity to delivery on actual sales, app downloads, product usage, customer connects and offers 3 levels of an association – exposure, engagement and performance. MyCollegeFest.co.in has been working on projects for brands like Lakme, NourishCo, eBay, Olivia, and Emami with cumulative touch point of more than 1000 college fests. With its comprehensive software driven solution and known to deliver value, MyCollegeFest.co.in ensures quality performance and value for money as per client plans.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
