Brands
Thums Up backs Battleground S2 as Priyanka, Rahul join mentors
Amazon MX Player show returns with new faces and high-energy brand push
MUMBAI: Thums Up has come on board as the presenting partner for Battleground Season 2, as Rusk Media gears up to bring back its high-energy reality format on Amazon MX Player this April.
The new season introduces fresh mentors, with Priyanka Chahar Choudhary and Rahul Chaudhary joining returning face Abhishek Malhan. Leading the charge once again is Shikhar Dhawan as super mentor, adding star power and continuity to the format.
Positioned as a fitness-driven reality show, Battleground S2 blends strength, endurance and strategy, with teams such as Delhi Dominators, Mumbai Strikers and Telugu Tigers competing across physically and mentally demanding challenges. The format is designed for mobile-first audiences, extending beyond episodes into social media, creator collaborations and community engagement.
The addition of Thums Up as presenting partner underscores the show’s growing appeal among advertisers looking to tap into youth and mass audiences. The brand integration is built into the narrative, allowing it to move beyond traditional ad placements and become part of the viewing experience.
Speaking about the new season, Rusk Media co-founder and CEO Mayank Yadav said, “Battleground has grown into one of our most exciting IPs because of its ability to connect with audiences at scale while staying deeply rooted in culture. With Season 2, we’re expanding that vision further by building it as a Bharat-first premium property that reflects diverse voices from across the country.”
On the brand integration approach, Rusk Media head of ads Rahul Arora said, “Battleground S2 is designed as a high-impact advertising environment where brands can go beyond visibility and become part of the story. The scale of the IP, combined with daily engagement and strong regional connect, allows us to offer partners meaningful integrations across formats.”
Sharing her experience, Priyanka Chahar Choudhary said she is excited to lead the Mumbai Strikers, highlighting the competitive spirit and emotional connect of the format. Rahul Chaudhary added that the show’s focus on discipline and teamwork aligns closely with his sporting philosophy.
With a stronger mentor line-up, deeper brand partnerships and an expanded digital footprint, Battleground Season 2 is shaping up to be more than just a show. It is positioning itself as a full-fledged content ecosystem where entertainment, community and commerce come together.
Brands
Samsung India mobile chief quits after 18 years
Raju Antony Pullan’s exit leaves a gaping hole at the top as Chinese rivals tighten their grip
GURGAON: Raju Antony Pullan has had enough. The senior vice-president and head of Samsung India’s mobile phone business has put in his papers after 18 years at the Korean giant, a tenure long enough to have watched the company stride to the top of India’s smartphone market and then stumble, badly, as Chinese upstarts muscled in.
Pullan, who ran sales, marketing and every last function of the smartphone business, tendered his resignation on Thursday and is currently serving out his notice period. Samsung has not named a successor. It has a second line of leadership waiting in the wings, Aditya Babbar and Hiren Rathod among them, but no decision has been made on who steps up.
The timing is awkward. Samsung has been haemorrhaging market share to Chinese brands and now clings to a top-two position only in the premium segment, where it scraps it out with Apple. Losing the man who stewarded the mobile business through its best and worst years hardly helps steady the ship.
A company that once owned India’s smartphone market is now fighting to stay relevant in it. Pullan’s departure is less a footnote than a flashing red light.
