MAM
O&M creates new Parle-G TVC
MUMBAI: In an attempt to cement its market leadership and strengthen its bond with the consumers particularly the newer generation of parents and children, Parle-G has launched its new ad campaign.
Titled ‘Kal Ka Genius‘, the campaign has been created by Ogilvy & Mather. It is targeted at children of 5 to 15 years and their mothers.
The creative idea of the campaign is ‘There is no bigger school than childhood; and there is no better teacher than curiosity‘.
Parle-G believes all kids are exceptional and creative but when they grow up, they often lose their creative ability as they journey towards conformity. It wants parents to realise that their kids could develop their potential for genius if they let them be, if they nurtured their natural curiosity, encouraged the desire to try new things, experiment, learn from their failures and mistakes. They should realised that kids can learn everywhere and from everything and that school is beyond just books and classrooms, the agency said.
The campaign was launched on the digital medium in two phases, Teaser and Launch Phase. In the first phase there was a teaser which was released across YouTube, Facebook and Twitter.
This was followed by releasing the TVC online. The idea behind the new communication is to make the communication more progressive and not regressive. The core philosophy behind this campaign is to let kids explore and learn their own rather them stopping them.
Produced by Chrome Pictures, the film has been directed by Amit Sharma while Gulzaar is credited for the lyrics of the campaign.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
