MAM
Shraddha Kapoor adds starry charm to Bisk Farm’s Rich Marie
MUMBAI: Bisk Farm, one of India’s favourite homegrown biscuit brands, is celebrating 25 years of tasty tradition with a sparkling new face, Hindi cinema superstar Shraddha Kapoor. The collaboration signals a fresh chapter in the brand’s journey, combining heritage, trust, and contemporary charm, qualities shared by both Bisk Farm and Shraddha.
The campaign film captures Shraddha enjoying her “me time” with a spontaneous dance, lost in her own world, accompanied by a cup of chai and a Rich Marie biscuit. The playful message is clear: every pause can turn into a “Rich Marie Time” moment, making even ordinary breaks feel special.
Rich Marie has long been a staple of India’s beloved chai ritual, offering comfort in every bite. SAJ Food Products Pvt. Ltd managing director Vijay Singh said, “Rich Marie shows that taking time for yourself is essential, not a luxury. Shraddha Kapoor embodies this balance perfectly, making her the ideal face for our ‘Me Time’ philosophy.”
Shraddha Kapoor added, “For me, me-time is about enjoying moments that feel truly mine. Rich Marie makes those moments even sweeter. Whether it’s with chai or a simple break, it’s a small ritual that helps me refresh and reconnect.”
The campaign is live across television, digital, print, and social media platforms, reinforcing Rich Marie’s place as a comforting companion for everyday indulgences.
As Bisk Farm steps confidently into its next chapter, this partnership celebrates its rich legacy while embracing a vibrant, contemporary spirit.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
