MAM
Pix awards media duties to MediaVest and Zoom Advertising
MUMBAI: Multi Screen Media‘s (MSM) English movie channel Pix has shifted its media mandate from OMD to MediaVest and Zoom Advertising.
Media Vest will handle television and radio while Zoom Advertising will look after print.
The reason behind having two agencies was to segregate the media planing business based on their expertise, said a channel spokesperson.
It has been learnt that seven agencies were in the fray.
MediaVest, Mumbai VP Dinesh Rathore said, “We intend to drive the channel to a leadership position in the English genre with our human experience strategy framework and hardnosed analytics, and thereby providing simple, real-time and meaningful solutions. We are excited to be working with the brand and believe that this partnership will translate into a success story for the brand.”
Zoom Advertising proprietor Chirag R Barasia added, “We are excited in bagging their print AOR and media buying duties which is a challenge and an opportunity for us to connect them to wider print options. We are positive on our media buying capabilities and thus we will strive hard to ensure Pix achieves significant progress and success in their print portfolios. Similarly, Pix has given us a big boost to venture out in exploring and implementing other media opportunities for them and our other client.”
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
