Brands
Seagram’s Xclamat!on pulls the plug on ‘!’ to spark youth buzz
MUMBAI: Seagram’s Xclamat!on Mixers, Pernod Ricard India’s newest foray into the mixers market, has announced its arrival with a mischievous social-media stunt aimed squarely at urban youth.
In a tie-up with keyboard app Bobble AI, which claims 75 million monthly active users, the brand temporarily removed the exclamation mark from users’ mobile keyboards for a day. Morning greetings and casual texts suddenly felt oddly flat, prompting confusion, jokes and a flood of online commentary on what life without “!” might look like.
The punctuation blackout rippled quickly across social media, with influencers including Kusha Kapila, Rahul Dua, Srishti Dixit, Tanmay Singh (Scout) and Mohak Narang amplifying the joke through posts on the missing mark. The hashtag #AddXclamat!onToLife climbed to the number one trending topic on X in India during the campaign.
Two days later, the brand restored the exclamation mark to announce the official launch of Seagram’s Xclamat!on Mixers, positioning the symbol as shorthand for energy, emotion and self-expression.
Pernod Ricard India CMO Debasree Dasgupta, said the idea captured the brand’s core philosophy. “There’s a difference between saying hello and saying hello! Taking the ‘!’ away makes you feel what’s missing, which is exactly what Xclamat!on stands for.”
Ogilvy North president Prakash Nair, said the insight was simple: remove the exclamation mark and every message loses its punch. “That tiny mark carries a world of emotion.”
WPP Media South Asia president Ajay Gupte, called the campaign a cultural moment that delivered scale and excitement beyond conventional launch advertising.
Bobble AI CEO Ankit Prasad said the collaboration showcased how technology could be used creatively to bring a brand story to life, while Renee Mitra, executive vp at Blink, said the brand’s active participation in online conversation helped it connect organically with younger audiences.
Brands
India’s food culture takes a bold turn in 2025
From fusion desserts to experiential dining, four trends reshape how the nation eats.
MUMBAI: India’s plates just got a serious upgrade in 2025 because when tradition meets TikTok and fusion meets fitness, even the humble samosa starts feeling trendy. The Godrej Food Trends Report 2025 predicted several shifts in Indian eating habits, and the past year proved the forecasters right. From reimagined desserts to immersive dining experiences, Indian consumers showed they want authenticity, convenience, global flavours and health in equal measure.
Here are four trends that truly came alive in 2025 and are now shaping how India eats and dines:
1. Indian Desserts Get a Modern Makeover Traditional mithai found fresh life through fusion experiments. Cheesecakes, truffles and plated desserts inspired by classics like gulab jamun and rasgulla gained popularity, while chocolate-forward, fruit-led and lower-sugar options appealed to younger diners. According to the How India Eats 2025 report, desserts and ice-cream parlours were among the fastest-growing segments in organised food services. Examples: The Bombay Canteen’s Coffee Rasgulla Sundae and Le Chocolate Cakes and More’s Gulab Jamun Cake. Chef Aarohi Sanghavi of Maki Patisserie noted the shift toward seasonality and fresh Indian produce, while Chef Heena Punwani of Maska Bakery highlighted the appeal of flexible, weekend-special menus.
2. Social Media Becomes the New Menu Food discovery went fully digital. Instagram Reels, YouTube reviews and creator-led content heavily influenced dining choices, with food remaining one of the most consumed categories on social media. Restaurants began designing visually striking dishes specifically for shareability, while many diners found new spots through viral videos rather than traditional advertising. The How India Eats 2025 report revealed that over 75% of marketing spends by leading QSR chains now go toward digital channels. Cafes like Mokai and Candies became creator favourites, and brands such as Bastian Hospitality curated highly shareable pop-ups and events. Kavita Rajwade of IVM Podcasts emphasised how long-form storytelling helps decode food’s cultural and economic layers, while Pranav Joshi of Floydian Cookery admitted his page grew far beyond expectations.
3. Snacking Culture Goes Mainstream India’s love for snacks evolved into a full grazing lifestyle, with many opting for multiple small bites throughout the day instead of three structured meals. This shift spurred innovation in formats—from gourmet chips and fusion street food to protein-packed options. Restaurants responded with small-plate menus designed for sharing. The How India Eats 2025 report noted that late-night orders grew nearly 3x faster than dinner. Brands like The Whole Truth Foods and Green Snack Co. popularised clean-label snacks such as protein bars and roasted nuts. Madhushree Basu Roy of Pikturenama Studios predicted a mix of convenience, health consciousness and global influences, while freelance food writer Sharmila Vaidyanathan observed that consumers want the best of both worlds healthy options for routine snacking and traditional treats for special occasions.
4. Dining Becomes an Experience, Not Just a Meal The most noticeable shift was the rise of experiential dining. Consumers increasingly sought restaurants that offered more than good food, they wanted immersion, storytelling and chef-driven concepts. Venues like Papa’s in Mumbai (intimate tasting menus), Bombay Daak (theatrical regional flavours) and Masala Library (modernist presentations) turned meals into memorable events. Tasting menus, themed pop-ups and chef collaborations became more common, transforming dining out into entertainment. The How India Eats 2025 report highlighted how experience-led formats and storytelling are key to attracting younger diners. Chef Karan Upmanyu of ParTTwo in Bengaluru observed that new outlets are breaking away from rigid formats, focusing instead on creating relaxed spaces where people simply enjoy spending time.
As 2026 unfolds, these trends suggest India’s food culture is no longer just about what’s on the plate, it’s about how the plate makes us feel, connect and remember. From a quick Reel-inspired snack to a full theatrical dining experience, Indian diners are voting with their forks for food that is both rooted in tradition and unafraid to experiment. The table, it seems, has never been more exciting.
