MAM
The European Union’s ‘More Than Food’ campaign continues its culinary journey in India
Mumbai: Following the resounding success of its premier food and beverage campaign, ‘More Than Food’ in India last year, the European Union (EU) extended its culinary offerings through an all-new exclusive gastronomical event, ‘Banter Over Brunch’. Anchoring the event, renowned chef, chef Ajay Chopra assumed his status as the ambassador for the campaign once again and helped transport attendees on a captivating journey into the flavours of the European Member States through a delectable brunch spread.
The ‘More Than Food’ campaign in India was conceptualised with the aim to create a range of culinary experiences, bringing alive applications of European food and beverages in Indian cuisine with the objective to transport the audience to the picturesque and culturally rich landscape of the European Union. In line with this, ‘Banter Over Brunch’ saw a variety of mouthwatering dishes, including Berry blast smoothies, chocolate waffles, blackberry and Danablu (PGI) crostini, Mozzarella Avvolta Nel Prosciutto di Parma (PDO) and more, crafted from premium ingredients from the EU, such as fresh and processed fruits and vegetables, dairy and cheese, olive oil, chocolates, , along with pork and poultry products. The EU’s commitment to safety, quality, authenticity, and sustainability was at the heart of the menu, as chef Ajay Chopra introduced each ingredient and its compelling heritage, as well as the EU’s ‘farm to fork’ strategy.
Sharing his thoughts on the extension of the campaign, Delegation of the European Union to India and Bhutan Charge d’affaires a.i H.E. Seppo Nurmi said, “The idea behind EU’s More Than Food Campaign was to bring to Indian audiences exquisite culinary experiences from across Europe, while highlighting our commitment to vigorous food safety regulations that ensures that every European product that one bites into or drink is authentic, of exceptional quality, sustainable, and safe. Given the overwhelming response to the last campaign, we are happy to announce the extension of the campaign. We look forward to our Indo-European collaboration with the Chefs as well as unique curated events that we hope will bring out the rich European flavours.”
Speaking about the event, Ambassador for the More Than Food campaign in India chef Ajay Chopra said, “I am thrilled and honoured to continue my association with the European Union’s ‘More Than Food’ campaign in India, especially as we bring this celebration forward with ‘Banter Over Brunch.’ European ingredients are a testament to the rich and diverse European culture, and this event offers our audience a unique opportunity to savour these culinary treasures. This event and partnership with the EU helped us explore exquisite European food and beverages, knowing they embody authenticity, excellent quality, sustainability, and safety. I look forward to seeing how our guests will craft their own delightful brunch experiences with these incredible ingredients, adding to the tapestry of European food culture.”
The guests were seen in awe of the flavourful dishes and authentic ingredients as they enjoyed the sumptuous brunch curated by the chef. With ‘More Than Food’, the EU will continue to increase awareness about the diverse, rich stories of ingredients and agricultural products from the European Union with campaign ambassadors chef Ajay Chopra and chef Guntas Sethi. The campaign aims to celebrate the diversity of product from across the 27 EU Member States through a series of events, social media features, B2B activities, and promotions.
In addition, The European Commission is organising a High-Level Mission with EU Commissioner for Agriculture Janusz Wojciechowski to New Delhi and Mumbai on 6 – 12 December, to facilitate business networking between high-level delegates from the European agri-food sector and their Indian counterparts.
The Indian market places a lot of value on high quality, authentic products, which is evidenced by the level of imports of EU food and drink, amounting to €857 million in 2021. However, given the size of the Indian market – there is room for significant growth in exports of EU food and beverages, and the ‘More Than Food’ campaign is an initiative aimed at capitalizing on this potential.
Food and beverages from the European Union are available at multiple online and on-ground retail outlets across India.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
