Brands
Pickleball goes under the hammer as GSP sets stage for Season 2 auction
MUMBAI: The paddles are ready, and so is the gavel. Global Sports Pickleball (GSP) is set to host India’s first-ever live pickleball auction on 7 September 2025 in Mumbai, marking a defining moment for the fast-rising racquet sport. Season 2 of the Pro & Challenger League will see ten franchises bidding for five players each across both categories, making it the biggest player pool ever assembled for an Indian pickleball auction. For fans at home and abroad, the action will stream live on GSP’s official Youtube channel, turning the auction itself into a spectator sport.
This milestone comes as GSP continues to build a full-fledged ecosystem for pickleball. Over the past two years, the organisation has gone beyond tournaments developing courts, retailing gear, and running grassroots clinics in India and Dubai. Its league calendar already includes flagship events like the Indian Open and the Grand Slam, both designed to put Indian pickleball on the global sporting map.
GSP chief architect of pickleball growth Hemal Jain explained: “From grassroots clinics to national academies, our vision has been to craft a robust foundation for pickleball in India. This auction for our 2nd season is more than a sporting event, it’s a pivotal step in our shared journey to place pickleball on the world stage.”
Hindi filmmaker and GSP co-founder Shashank Khaitan added: “Pickleball is no longer the hidden star of the racquet sports world, it’s ready for its moment. With this auction and Season 2 of the League, we’re not just creating teams; we’re creating benchmarks. And a platform where dreams can come true.”
With ten teams, two categories, and a first-of-its-kind live auction, Season 2 of the Pro & Challenger League promises to be a turning point one where India doesn’t just play pickleball but takes it mainstream.
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.
