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Sony to sponsor ‘The X Factor’ on Fox
MUMBAI: US broadcaster Fox, Syco Television and television format creator and distributor FremantleMedia North America have announced Sony Electronics as the official consumer electronics sponsor of The X Factor.
The show will debut with a two-night series premiere event on 21 September. The latest Sony consumer electronics products will be featured in episodes throughout the season, and a key in-show integration will highlight the Sony products used on the set.
The in-show Sony integration, product placements and advertisements will be extended with an integrated multi-platform, off-air marketing partnership that will include online digital and social media elements.
Sony Electronics senior VP, marketing communications Stuart Redsun said, “Being part of ‘The X Factor‘ arrival in the U.S. is a natural partnership fit for Sony. We are combining the element of advancing music entertainment with Sony – the greatest consumer electronics and entertainment brand – and our make.believe promise empowers consumers to believe that anything they can imagine, they can make real.”
FremantleMedia senior VP branded entertainment and partnerships Amy Lorbati said, “Aligning ourselves with a great partner like Sony enables us to engage fans through innovative programmes both on and offline and connect them with their favorite brands.”
MAM
Raymond Lifestyle appoints Kalpana Singh as CMO
20-year HUL veteran to lead marketing and brand growth from 5 March 2026.
MUMBAI: Raymond Lifestyle just stitched a marketing masterstroke because when your profits are feeling the pinch, you bring in someone who knows how to make brands irresistible. Raymond Lifestyle Limited has appointed Kalpana Singh as chief marketing officer (CMO), effective 5 March 2026. She will report to the CEO and join the senior management team, leading marketing strategy, brand development and customer engagement across the company’s fashion and lifestyle portfolio.
Singh brings 20 years of experience in brand building, consumer insights and category strategy, largely from Hindustan Unilever Limited (HUL). Most recently she served as marketing director at HUL, driving integrated campaigns to strengthen brand positioning and customer engagement. Her earlier roles at HUL included Personal Care Business Group Director for the Middle East, Turkey and North Africa region, and Brand Development Director for the Middle East, North Africa, Russia and Turkey. She holds a Master of Arts in Sociology from Jawaharlal Nehru University.
The appointment arrives as Raymond Lifestyle navigates a challenging quarter. Consolidated net profit fell 33 per cent year-on-year to Rs 42.86 crore in Q3 FY26 (from Rs 64 crore in Q3 FY25) and dropped 44 per cent sequentially from Rs 75 crore in Q2 FY26. The company cited headwinds in its international business, particularly garmenting and B2B exports, due to higher US tariffs causing deferred orders and margin pressure.
The company is focusing on brand repositioning, innovation in marketing and deeper consumer connections to support growth in India’s fashion and lifestyle market.
In an industry where every thread counts, Raymond Lifestyle isn’t just adding a CMO, it’s weaving fresh vision into the fabric, hoping the right marketing stitch turns the tide one campaign at a time.
