MAM
Pepsi targets youth with ‘What’s Your Way’ campaign
MUMBAI: Beverage and soft drink major, Pepsi has announced a major ad and promotional campaign titled ‘What‘s Your Way‘. The campaign is aimed to engage 30 million youth on the internet and 250 million youth on their mobiles. The new media campaign aimed at youngsters and called ‘Youngistaan‘ claims to be a conversation between the youngsters and Pepsi in a fun environment. The integrated marketing campaign ‘What‘s Your Way‘ will be spread across print, TV, radio and digital platforms in 13 cities namely Delhi & NCR, Chandigarh, Patiala, Kota, Lucknow, Kanpur, Chennai, Bangalore, Cochin, Manipal, Kolkata, Mumbai and Pune. Based on the lines to promote the brand among youngsters, Pepsi has developed a contest wherein consumers have to send a SMS mentioning a solution for the situation mentioned on the Pepsi “My Can” or Pepsi 600ml PET label. Consumers can also participate in the contest by logging on to youngistaan.com and can also publish their answers on Facebook, Orkut and Twitter profiles to gather votes. Through its on-ground activity ‘My Radio, My Way‘ Pepsi will create a mobile radio studio which will go to campuses where participants can play their favourite songs. As part of the contest, Pepsi aims to give consumers more than Rs 20 lakh worth of free talk time. Pepsi will announce four winners who stand a chance to appear on the limited edition of Pepsi ‘My Can‘. Winners also stand a chance to get one month‘s supply of Pepsi and Rs 5000 as SMS talk time, to be won daily. Said PepsiCo India executive VP marketing cola Sandeep Singh Arora, “With Pepsi‘s newest campaign-‘What‘s Your Way‘, we aim to take engagement a notch higher by starting a dialogue with youngsters, thereby becoming a part of their conversations. “Today many brands are vying for share of mind in the youth mind space. With our new programme, we will attempt to reinforce the equity Pepsi enjoys amongst youngsters.” |
Brands
NDTV FY26 loss widens to Rs 323 crore, revenue rises
Q4 loss at Rs 98 crore; FY revenue climbs to Rs 540 crore
MUMBAI: NDTV’s numbers tell a tale where the top line is tuning up but the bottom line is still off-key. New Delhi Television Ltd reported a wider consolidated net loss of Rs 323 crore for FY2025–26, compared to a loss of Rs 218 crore in the previous year, even as revenue showed a steady uptick. Total income for the year rose to Rs 540 crore, up from Rs 472 crore in FY25, driven by higher revenue from operations at Rs 528 crore versus Rs 465 crore a year earlier. However, rising costs across production, marketing and employee expenses weighed heavily on profitability.
For the March quarter, the company posted a net loss of Rs 98.6 crore, compared to Rs 61.9 crore in the same period last year. Quarterly revenue stood at Rs 150.5 crore, up from Rs 128.2 crore year-on-year.
Expenses continued to outpace income. Full-year consolidated expenses surged to Rs 855 crore from Rs 689 crore, led by production costs of Rs 251 crore, employee expenses of Rs 185 crore and marketing spends of Rs 243 crore.
Loss before tax for FY26 came in at Rs 320.7 crore, widening from Rs 217.1 crore in FY25, underscoring persistent margin pressure despite revenue growth.
On the balance sheet front, total assets stood at Rs 704 crore at the end of March 2026, while borrowings both current and non-current remained significant, reflecting ongoing capital and operational requirements.
Cash flow trends offered a mixed picture. While financing activities generated Rs 283.6 crore during the year, operating cash outflows remained substantial at Rs 257.9 crore, highlighting continued strain in core operations.
The performance suggests that while NDTV is managing to grow its revenue base, the cost of keeping the broadcast running and expanding continues to outweigh the gains. In a business where eyeballs are everything, profitability, for now, remains a work in progress.
