MAM
Rebel Foods appoints Essence as its integrated media agency in India
Mumbai: WPP by GroupM’s media agency Essence on Thursday announced that it has been appointed as the integrated media agency of record by Rebel Foods in India. Led out of its Mumbai office, Essence’s scope of work includes strategy, analytics, media planning and media activation for the internet restaurant company’s brand marketing activities.
As part of the partnership, Essence’s first few activities for Rebel Foods include campaigns for Faasos targeting fast food lovers and Sweet Truth celebrating midnight cravings, along with integrated communications plans for Behrouz Biryani and the company’s food court on an app experience, EatSure, in key markets.
Founded in 2011 and headquartered in Mumbai, Rebel Foods is home to brands such as Faasos, Behrouz Biryani, Oven Story Pizza, Lunch Box, Mandarin Oak, The Good Bowl, SLAY Coffee, Sweet Truth and Wendy’s.
With a network of over 4,000 restaurants across over 450 kitchens in more than 70 cities spanning 10 countries worldwide, the company has developed its own operating system of culinary innovation, robust supply chain and full-stack technology, through which food brands are launched and scaled up in a very short period of time.
Rebel Foods currently operates over 45 own and partner brands, ranging from startups to global majors, to cater to consumers’ different food missions.
Commenting on the partnership, Rebel Foods co-founder and India CEO Ankush Grover said, “We are on a journey to build the world’s most exciting and delightful food company, serving the highest quality of brands across customer food missions in every neighbourhood in the world. Keeping our vision in mind, it is inevitable for our brands to have a communication strategy that focuses on customer-first offerings, while complementing our brand promise. Over the years, our communication has been authentic, relatable, creative, innovative, and at the same time, has reflected the brand’s core value. We believe Essence is an ideal partner to help us in our journey with an insight-led analytical approach, while bringing a unique style of creativity and innovation. We are looking forward to collaborating with Essence on some exciting campaigns and strategies.”
“Rebel Foods is a revolutionary, fast-growing cloud kitchen operator with multiple food brands in its portfolio. With our data-driven approach to strategy, analytics and media, focused on delivering value to brands and consumers through innovation, we see opportunities to help Rebel Foods drive greater synergies and efficiencies across its brands, while defining bespoke growth paths for each brand,” said Essence managing director, India Sonali Malaviya. “We are thrilled to collaborate with Rebel Foods on its exciting growth journey and become its ally in achieving its growth goals.”
Rebel Foods joins Essence’s diverse portfolio of clients across its Bengaluru, Delhi and Mumbai offices, covering a mix of high-growth, technology-driven startups as well as established local and global companies.
Since Essence’s entry into India in 2016, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
