MAM
Reprise Media bags LG Electronics’ digital biz
MUMBAI: Reprise Media has bagged the digital duties for LG Electronics’ range of products including ACs, refrigerators, microwaves, washing machines and vacuum cleaners.
The agency bagged the account following a multi-agency pitch for each of these product lines.
The scope of work includes providing strategy for media and communication, creative services and production, product website development and providing ideas across social media and activation.
LG India VP-marketing L.K.Gupta said, “We met up with a lot of digital agencies, but found Reprise Media to be strategically sound and experts in the digital medium. They came to us with innovative ideas which were completely rooted in sound business logic. We have selected them because of their specialised team and out of box ideas.”
Reprise Media CEO Anjali Hegde, “The journey for Reprise started less than an year ago and I am exceptionally proud of the team which went out and won some enviable businesses. LG is a bright feather in our cap and we are proud to be associated with a vibrant, technology leader brand.”
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.
