Brands
Shubman Gill gets specs appeal as Oakley’s new poster boy
MUMBAI: India’s newly-appointed test series captain Shubman Gill has added designer shades to his flashy cricket gear, becoming Oakley’s latest brand ambassador in a partnership that promises to give Indian sport a serious style upgrade. The young batting sensation, known for his elegant stroke play and unflappable temperament, is now the face of Oakley’s Artifacts from the future campaign—his first foray into the eyewear game.
At 25, Gill has already established himself as one of cricket’s most promising talents, captivating fans with his consistency and composure under pressure. Now he’s set to captivate them with his choice of sunglasses too, joining an elite roster that includes football’s Kylian Mbappe, basketball’s Damian Lillard, and American football’s Patrick Mahomes II.
“I’m very excited to join Oakley, a brand that stands for performance, progression and passion – values that resonate strongly with mine.,” said Gill. “Oakley has been an integral part of my cricketing journey every time I took to the field. The innovative lens and frames technologies in every Oakley help enhance performance, and I love how unapologetically stylish they are!”
Oakley senior brand business manager Sahil Jandial was equally effusive about the partnership. “Oakley is firmly rooted in sports, and is one with the culture and community of athletes pushing the boundaries of performance. Shubman, with his relentless pursuit for perfection and progression, is a great embodiment of the Oakley spirit. I am confident this partnership will inspire millions to stay the course till they become the best version of themselves…. And onwards from there!”
The timing is spot-on for Oakley, which is marking its 50th anniversary with the launch of its futuristic “Artifacts from the future” collection. The range includes the Plantaris, described as “a high-wrap piece of future-facing art,” alongside the heritage-inspired Lateralis and the minimalist Masseter—names that sound more like Roman gladiators than sunglasses.
Oakley’s pitch is that these designs are “created for 2075 and delivered to 2025,” which is either brilliantly forward-thinking or the sort of marketing hyperbole that would make Don Draper blush. Either way, the California-based company, now owned by Luxottica, has built its reputation on innovation, holding more than 900 patents and establishing itself as the go-to brand for athletes who need to look good whilst performing exceptionally.
For Gill, the partnership represents more than just a commercial opportunity—it’s a chance to influence India’s youth beyond the cricket pitch. His journey from promising youngster to established international star and now test Captain for India mirrors Oakley’s own evolution from a small garage operation in 1975 to a global lifestyle brand.
The collaboration also reflects cricket’s growing commercial appeal, particularly in India where the sport commands massive audiences and generates enormous revenue. By aligning with one of the game’s stars, Oakley is betting that Gill’s influence extends far beyond the boundary rope.
Whether this partnership will inspire millions to “embrace their true selves and push beyond limits”—as the press release breathlessly claims—remains to be seen. But one thing’s certain: in the increasingly style-conscious world of modern sport, looking the part is almost as important as playing it. And with Gill now sporting Oakley’s latest designs, cricket just got a little cooler.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
