MAM
Sunfeast All Rounder celebrates ‘Greatest All Rounders’ of all time with film ‘83′
Mumbai: Sunfeast All Rounder, the thin potato biscuit brand launched by ITC, has unveiled its latest co-branded TVC. The brand has collaborated with Reliance Entertainment to create a co-branded campaign with the Ranveer Singh starrer Bollywood film, “83.”
The 20-second ad film opens with a scene from the movie trailer highlighting the confidence and passion of a cricket player who steps out onto the ground not just to play but to win. It underlines how the perfect blend of the quest to win and extraordinary skills makes a player a true all-rounder. Building on the same thought, the ad film then showcases how Sunfeast All Rounder is also an all-rounder in a similar vein: a thin, crunchy, chatpata potato biscuit that offers a flavourful twist to every snacking occasion.
The ad film concludes with the co-branded visual of Sunfeast All Rounder and the all-rounder team of ’83, encouraging the audience to celebrate the greatest all-rounders this season.
Commenting on the brand’s new campaign for the North and West India, ITC Ltd chief operating officer for biscuits and cakes cluster (foods division) Ali Harris Shere said, “’83 reminds us of an iconic event that is deeply entrenched in the collective memory of Indians. The movie celebrates the mix of drive, conviction and competence that made the Indian cricket team of ‘83 the greatest all-rounders of all time. Sunfeast All Rounder, as a brand, resonates with these core values and reaches out to billions of cricket enthusiasts and film fanatics to celebrate the all-rounders this season.”
The new TVC that went live on 24 December will be promoted across platforms including social media, TV and YouTube to strengthen the brand’s visibility and bring the brand closer to its consumers, said the statement.
“83’s concept is in line with the core brand proposition of celebrating the All-Rounders. We hope the latest TVC helps us reach out to a wider audience and together we can help the nation relive the story of that momentous triumph,” remarked Reliance Entertainment head of marketing Sameer Chopra.
Brands
Estée Lauder to shed 10,000 jobs as new boss bets on digital shift
The cosmetics giant raises its profit outlook but stays silent on a possible merger with Spain’s Puig, as job cuts deepen and a three-year sales slump weighs on the turnaround
NEW YORK: Stéphane de La Faverie is not done cutting. Estée Lauder announced on Friday that it plans to eliminate as many as 3,000 additional jobs, taking its total redundancy programme to as many as 10,000 roles, up from a previous target of 7,000 announced a year ago. The company, which owns La Mer, The Ordinary, Tom Ford, and Aveda, employs roughly 57,000 people worldwide. The mathematics of what is now being contemplated is stark.
The fresh round of cuts is expected to generate a further $200 million in savings, bringing the total annual savings from the programme to as much as $1.2 billion before taxes. That money, De La Faverie has made clear, will be ploughed back into the turnaround.
A CEO in a hurry
De La Faverie, who took the helm in January 2025, inherited a company that had endured three consecutive years of annual sales declines. His response has been to move fast and cut deep. A significant portion of the latest redundancies reflects his push to reduce headcount at US department stores, long a cornerstone of Estée Lauder’s distribution model but now a channel in structural decline. In their place, he is accelerating the shift toward faster-growing online platforms, including Amazon.com and TikTok Shop, a pivot that is reshaping not just where Estée Lauder sells but how it thinks about its customers.
The numbers are moving in the right direction
Despite the pain, there are signs the medicine is working. Estée Lauder raised its profit outlook for the remainder of the fiscal year, guiding for adjusted earnings per share in the range of $2.35 to $2.45, above analyst estimates and a notable step up from the $2.05 to $2.25 range it had guided for in February. Organic net sales growth is expected to come in at 3 per cent, the company said, at the high end of the range it set out in February.
The share price tells a mixed story. After De La Faverie took charge, the stock surged nearly 60 per cent, buoyed by investor optimism that a longtime company insider could finally arrest the decline. But 2026 has been rougher: the shares have fallen 27 per cent this year, weighed down by disappointing February results and the overhang of unresolved merger talks with Spanish beauty giant Puig Brands SA. The company gave no additional details about those discussions on Friday, leaving the market to guess.
Silence on Puig
The proposed tie-up with Puig remains the most consequential unknown hanging over Estée Lauder. A deal with the Barcelona-based group, which owns brands including Carolina Herrera and Rabanne, would reshape the global luxury beauty landscape. But with nothing new to say and a turnaround still very much in progress, De La Faverie is asking investors to trust the process.
Three years of sales declines, 10,000 job cuts, and a merger that may or may not happen. At Estée Lauder, the overhaul has barely started.
