Brands
Raymond weaves legacy and AI into centenary tribute
MUMBAI: When legacy met algorithm, the result was pure artistry. Celebrating a century of trust, craftsmanship and innovation, Raymond marked its 100th anniversary with a first-of-its-kind musical film powered entirely by generative AI. The 3.5-minute cinematic tribute blends technology and emotion to reimagine how heritage brands can tell their stories in the digital age.
The ambitious project, crafted by creative agency Marketing Mojito, began on August 16, 2025. From scripting and storyboarding to generating lifelike AI models, every frame was built from scratch. After 15 intense days of work, and several technical hurdles, the team delivered a film that seamlessly bridges Raymond’s rich past with its forward-looking spirit.
Raymond Group head of corporate communications Rohit Khanna said, “Our vision was to create more than a tribute, a living bridge between a century of legacy and the limitless future ahead. By harnessing AI, we brought heritage and innovation together in one evocative story.”
Echoing the thought, Marketing Mojito chief executive officer Rahul Arora added, “AI doesn’t replace human creativity; it amplifies it. Our goal was to fuse technology with emotion, and Raymond became the perfect canvas.”
Each frame of the film is a balance between precision and soul, AI as the brush, and emotion as the colour. Beyond marking a milestone, the project reflects Raymond’s enduring bond with generations of consumers and its readiness to evolve with the times.
In its centenary year, the brand that once dressed India in timeless elegance now dresses the future in innovation, proving that style, much like legacy, never goes out of fashion.
Brands
Zydus Wellness expands Ritebite Max Protein into new formats
RTD shakes, ghee jaggery bars and Korean chips target $10–12 bn protein market.
MUMBAI: Protein is no longer just gym talk, it’s making a full-course entry into everyday India. Zydus Wellness Ltd. is stretching its Ritebite Max Protein portfolio across three new formats, signalling a sharper push to turn protein from a niche supplement into a daily habit. The expansion brings ready-to-drink (RTD) protein shakes, culturally rooted ghee jaggery bars, and Korean-inspired protein chips under one umbrella, an attempt to build what the company calls a “multi-format protein ecosystem”. The move targets India’s rapidly expanding protein market, currently estimated at $10–12 billion and growing at a mid-teen CAGR.
The numbers suggest the strategy already has legs. In Q3 FY26, Ritebite Max Protein posted near double-digit EBITDA margins following its acquisition, driven by distribution expansion, product innovation and broader category tailwinds.
At the centre of the rollout is convenience. The newly launched RTD shakes available in Choco Burst and Berry Blush deliver 26 grams of protein per 250 ml serving, designed for on-the-go consumption. Meanwhile, the “Roots” Ghee Jaggery Protein Bars blend traditional Indian ingredients with whey and casein, offering 10 grams of protein and 4 grams of fibre per serving.
But the play isn’t just about nostalgia. On the other end of the spectrum, Korean-flavoured protein chips featuring variants like Hot Chilli, Barbeque and Gochujang tap into global snacking trends. Each 60-gram serving delivers 10 grams of protein and 4 grams of fibre, alongside claims such as no palm oil and gluten-free formulation.
The broader insight is clear: the protein category is fragmenting along lifestyle lines. One cohort is leaning into familiarity and traditional formats, while another is chasing novelty and international flavours. Zydus is betting it can straddle both worlds.
With a nationwide rollout planned across e-commerce and quick-commerce platforms, the company is positioning Ritebite Max Protein not just as a product line, but as a day-long consumption habit, one shake, bar, or chip at a time.
