MAM
TBWA Mumbai bags Tasty Bite ad account
NEW DELHI: TBWA India has won the advertising account of Tasty Bite, a ready-to-serve foods brand from Tasty Bite Eatables Limited (TBEL).
TBEL is a subsidiary of the US – based Preferred Brands International (PBI), which markets the Tasty Bite line of products in Belgium, Holland and Switzerland, the Scandinavian countries and in the Asia Pacific region.
The win was confirmed by TBWA India director Kurien Mathews. The budget was not disclosed.
“The client allotted the account to us after a pitch, which included three agencies. Currently, we are in the campaign development phase. The advertising strategy includes use of television, print, outdoor and point of sale (POS). The mandate includes brand development and the objective of the campaign is to position Tasty Bite as a leading foods brand,” said Mathews.
Tasty Bite India is gearing up to launch its curry range in the convenience foods segment later this year. The portfolio includes eight curry pastes including mutton `rogan josh’, butter chicken curry, `chole’ masala, Goan fish curry and `paneer makhanwala’.
Tasty Bite is also offering the `Chettinad and Kolhapuri’ curry pastes, which can be adapted to both vegetarian and non-vegetarian dishes. The company is planning to launch its range in the third quarter of this year.
Recently, Tasty Bite has announced that it investing Rs. 100 million in the entire new product development, which will include the establishment of new lines at its manufacturing facility at Bhandgaon near Pune. Over the next 12 months, the brand would be available in at least 20 large cities, including Kolkata, Jaipur and Lucknow, in addition to those in Kerala.
TBWA India has performed well in the recent past as the Tasty Bite account follows the Hughes advertising account, which was clinched by the Delhi office.
Brands
Ekart expands IKEA partnership with EV deliveries in Chennai
3PL to handle 600 plus products with 48 hour delivery via EV fleet.
MUMBAI: Flatpacks are going electric and your sofa might now arrive with a smaller carbon footprint. Ekart has expanded its partnership with IKEA to power last-mile deliveries in Chennai, doubling down on speed, scale and sustainability in one of India’s key urban markets. Under the collaboration, Ekart will manage end-to-end large-format deliveries for IKEA across the city using a 100 per cent dedicated electric vehicle fleet. The move makes Chennai the second major market after NCR-Delhi where Ekart handles IKEA’s last-mile logistics, signalling a broader rollout of EV-led supply chains.
The mandate is no small load. Ekart will oversee deliveries for over 600 products from IKEA’s catalogue, ranging from furniture to home décor—categories that demand specialised handling and precision logistics.
Backed by its technology-driven fulfilment network, Ekart is targeting deliveries within a 48-hour window, offering real-time tracking and end-to-end visibility from warehouse to doorstep. The focus is clear: faster turnarounds without compromising on control or customer experience.
The EV-first model also aligns with both companies’ sustainability goals, as urban logistics increasingly shifts towards zero-emission solutions. For IKEA, which continues to expand its omnichannel presence in India, reliable and eco-conscious last-mile delivery is becoming central to scale.
For Ekart, the partnership reinforces its positioning as an enterprise-grade logistics player in large-format commerce. The company already supports over 1,800 retail, D2C and enterprise brands, spanning last-mile delivery, part-truckload services and warehousing.
As India’s logistics ecosystem evolves, this collaboration highlights a growing trend: delivery is no longer just about distance, it’s about efficiency, experience and increasingly, emissions.
