MAM
Santoor’s Maha Kumbh OOH blitz: A divine fusion of purity & tradition
MUMBAI: The Maha Kumbh, a grand spectacle of devotion and spirituality, witnessed a marketing marvel as Laqshya Media Group rolled out a meticulously planned Out-of-Home (OOH) campaign for Santoor. Over a period of three months, the campaign seamlessly merged spiritual tradition with modern branding, ensuring that millions of devotees and travellers were immersed in Santoor’s message of purity and nourishment.
Santoor’s ‘Sangam’ campaign, rooted in the essence of haldi-chandan, resonated deeply with attendees, aligning perfectly with the sacred confluence of the Ganga, Yamuna, and Saraswati rivers at Prayagraj.
Executing an OOH campaign at the Maha Kumbh isn’t just about putting up billboards; it’s about understanding human movement, behaviour, and engagement patterns. With precision planning, Laqshya Media positioned Santoor’s branding at high-impact locations, ensuring unmatched visibility. The larger-than-life billboards, adorned with vibrant Santoor imagery, not only enhanced brand recall but also mirrored the spiritual sanctity of the event.
As the Kumbh unfolded, the campaign became an omnipresent visual experience, embedding itself into the consciousness of millions. Whether it was pilgrims seeking divine blessings or first-time travellers navigating the grandeur of the event, Santoor’s presence was felt everywhere.
Wipro Consumer Care & Lighting SVP, S. Prasanna Rai expressed his excitement, stating, “The Kumbh Mela offers unparalleled reach, and with the right messaging, can significantly enhance brand perception. Our Santoor Kumbh campaign, which integrated our ingredient messaging with the concept of ‘Sangam,’ aligned perfectly with the event. Laqshya, our strategic media partner, helped amplify the Santoor message manifold by plugging the contextual message at the relevant places, touching millions of consumers.”
On the execution front, Laqshya Media Ltd COO Amarjeet Hudda remarked, “Executing an OOH campaign at the Maha Kumbh requires a deep understanding of audience flow, contextual messaging, and strategic placement. We took on this challenge with a mission to ensure Santoor’s presence was not just seen but truly experienced. The overwhelming response reaffirms our belief in the power of impactful outdoor advertising in a cultural spectacle of this magnitude.”
The campaign seamlessly blended age-old rituals with modern marketing, proving that outdoor advertising, when executed with purpose and precision, can leave an indelible mark—even in the most spiritually charged settings.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
