Brands
Nestlé, Google & Paytm join hands for new Maggi
MUMBAI: In a first-of-its-kind association, Nestlé India has collaborated with Google and Paytm Mall to roll out an exciting new promotion for the launch of the new variants of Maggi Noodles. Inspired by the regional cuisines, Maggi Masalas of India will cater to distinctive local tastes with signature herbs and spices. The objective of this engagement is to build anticipation and excitement around the new variants, where consumers have to guess the four flavours from the eight options provided.
Nestlé India CMD Suresh Narayanan says, “At Nestlé we constantly use platforms and technology to deliver differentiated brand experiences. We are confident that our consumers, who have always demonstrated an unconditional love for their favourite Maggi Noodles, will be excited with this association. I am thankful to both our partners, who are leaders in their respective areas, for this association, to provide consumers with a unique and innovative experience that is a win-win for all.”
This innovative association with Google allows users to key in “Meri Maggi” in the search bar, and be presented with eight options of Maggi Masalas of India variants. The user has to then choose four out of the eight options displayed and submit their vote. Upon submission of vote not only will the user become eligible to participate in the contest to win the Masalas Of India Goodie Box, but can also pre-book, the yet to be launched, Maggi Masalas of India Noodles, exclusively through Paytm and Paytm Mall.
Google India director – sales Vikas Aghnihotri adds, “Google is always innovating to create unique experiences for users and this innovation is an example of how we can work with organizations to drive engagements at a mass scale.”
Paytm Mall has created a special Maggi Brand Store to sell the Maggi Masalas of India box from 22 April. The company has also launched a unique campaign – Catch the Maggi Train, in which four new flavor packs will appear as icons forming a train on Paytm and Paytm Mall app. Consumers who will click on the train icons & buy the product will be gratified with exclusive cashbacks on their purchase.
Paytm Mall vice president Saurabh Vashistha said, “India is a richly diverse country with countless cultures, languages and cuisines. Nestlé has done an excellent job of creating a special range of Masala Noodles drawing inspiration from this culinary diversity and we’re happy to bring this delight to the doorsteps of millions across the country. This is truly aligned with our ideology to build unique products handcrafted in India that acknowledge and celebrate our diversity.”
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
