MAM
Red Digital orchestrates Miranda TweetMob’s second innings
MUMBAI: Digital agency Red Digital created the second TweetMob on 24 February for Mirinda.
With the hot Indian summer approaching, PepsiCo has launched a new campaign for its orange soft drink Mirinda. The campaign orbits around the theme ‘Pagalpanti Bhi Zaroori Hai‘ and is based on the thought that drinking Mirinda is an intense and inescapable experience that leaves one breathless.
The TweetMob started at 3 pm on 24 February with a question asking people what they thought was crazy enough around them to be called ‘PagalPanti‘. The TweetMob lasted till midnight during which time Red Digital created and managed conversation around the hashtag ‘PagalPanti‘. Through the TweetMob, Red Digital helped connect Twitterati and Facebook users who tweeted about the topic with various Mirinda branded hash tags creating a plethora of endorsements for the brand.
Red Digital chief operating officer Yashraj Vakil said, “We think of TweetMob as a Flash Mob on Twitter where our intention is to take over Twitter and engage Twitterati for a certain duration while plugging-in the brand connect. After the successful execution of the first TweetMob on 14 February it was a challenge for us to out-do ourselves with the benchmarks we set for Mirinda and more importantly prove to ourselves that it was not a one-off success by repeating it in a grander manner. It was great to taste success again and take over Twitter.”
The activity saw 3,700 tweets in the span of 9 hours for MirindaIndia. Every 50 tweets with ‘PagalPanti‘ helped the brand reach 7,990 people generating close to 0.6 million views. The agency informed in an official communiqué that the brand reach this time was five times of what the first TweetMob generated.
Red Digital founder and managing director Harsh Jain said, “The independence of ideating with a bold and social brand like Mirinda has given us the opportunity to explore and innovate. We are thankful as well as determined to create and execute many more path breaking ideas through our association with Mirinda.”
PepsiCo India executive vice president – marketing, beverages (flavours) Ruchira Jaitly said, “As marketers we continuously seek ways to engage with the consumers via innovative means. Mirinda‘s TweetMobs is a unique innovation on the digital space that utilizes the strengths of the medium effectively to communicate with our consumers on our latest initiative. The idea is fun and youthful and helped to create awareness of our new flavor campaign in a never-before fashion.”
Brands
Nykaa eyes majority stake in Deepika Padukone’s 82°E brand
Deal could help scale premium label as Nykaa sharpens its beauty play
MUMBAI: Nykaa is in advanced discussions to acquire a majority stake in 82°E, the premium skincare label founded by Deepika Padukone, according to media reports.
The proposed deal signals Nykaa’s intent to deepen its House of Nykaa portfolio while giving 82°E the scale it has struggled to achieve independently. Padukone is expected to retain a minority stake if the transaction goes through.
For Nykaa, the play is both strategic and timely. With a customer base of over 42 million, the company is betting on its strong distribution, logistics, and repeat purchase ecosystem to revive the brand’s momentum. The two sides already share a working relationship, with Padukone serving as Nykaa’s global brand ambassador since September 2025.
Launched in late 2022, 82°E entered the market with a premium positioning but has faced headwinds. The brand reported revenue of Rs 14.7 crore in FY25, down 30 per cent year on year, alongside losses of Rs 12.26 crore. Industry observers have pointed to steep pricing, a somewhat diffused brand identity, and intense competition from digital-first labels as key challenges.
The potential acquisition also reflects a broader shift in India’s beauty and lifestyle space, where celebrity-led brands are increasingly partnering with larger corporates to unlock scale. Alia Bhatt’s Ed-a-Mamma, for instance, sold a majority stake to Reliance Retail, while Katrina Kaif’s Kay Beauty has emerged as a standout success within Nykaa’s portfolio, clocking Rs 132.4 crore in FY25 revenue.
Nykaa itself has been on a strong growth trajectory. Its parent, FSN E-Commerce Ventures, reported a 156 per cent jump in net profit to Rs 68 crore in the December 2025 quarter, with revenue reaching Rs 2,873 crore.
Nykaa has been steadily building its portfolio through acquisitions such as Dot & Key, Earth Rhythm and Nudge Wellness, signalling a clear push to own and scale homegrown brands.
If the 82°E deal materialises, it could mark a fresh chapter for the label, blending celebrity appeal with corporate muscle. For Nykaa, it is another calculated step in staying ahead in an increasingly crowded beauty aisle.
