Brands
Patanjali Group hard wires IBSFintech to transform treasury operations
MUMBAI: The Swami Ramdev, Acharya Balkrishna founded Patanjali FMCG group, has collaborated with IBSFintech, a global leader in treasury management solutions, to integrate advanced treasury and trade finance functions into its operations. This partnership marks a significant step in Patanjali’s digital evolution, leveraging IBSFintech’s platform for seamless integration with its existing ERP ecosystem.
The new system provides real-time analytics and actionable insights, enhancing risk management and boosting organisational agility and resilience.
Patanjali Foods CEO Sanjeev Asthana remarked, “This collaboration underscores our commitment to innovation and supports our global expansion strategy by addressing complexities in international operations, Forex management, and market volatility.”
Patanjali Group CFO Kumar Rajesh highlighted the operational benefits, stating, “The adoption of real-time financial insights has strengthened governance and empowered Patanjali to navigate dynamic financial landscapes with confidence.”
The initiative also integrates emerging technologies like artificial intelligence and machine learning, reinforcing Patanjali’s leadership in digital transformation across the FMCG sector.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
