Brands
VLCC & Cigalah partner for 6 centres in Saudi in 3 yrs
MUMBAI: VLCC, a global beauty and wellness brand, and Cigalah, a Saudi business house and healthcare services and products player, has announced a strategic partnership to launch VLCC Wellness centres in the Kingdom of Saudi Arabia (KSA), starting with Jeddah.
VLCC will be setting up its centers, starting with Jeddah, in partnership with Cigalah and will be offering the entire portfolio of weight management and beauty services, under one roof. The company plans to set up six VLCC Wellness centers in the Kingdom in the next three years, with the first one scheduled to open in Jeddah by November this year. It is estimated that a total investment of over AED 30 million (Rs 522.5 million) will go into setting up these centres.
VLCC Group chairman Mukesh Luthra said, “We have been very keen to enter the Saudi market and look forward to working to address the issues of obesity and overweight, which – in KSA too, as in most parts of the world – is increasingly become a public health hazard.”
Cigalah Group Abdullah director Abdullah Yaser Naghi said: “Cigalah and VLCC see tremendous synergies and we look forward to working closely and making the residents of Saudi Arabia healthier and fitter.”
As per a survey released by Lancet in 2016, KSA is the third most obese nation in the world, after Malta and Switzerland, some of the reasons being unhealthy eating habits, sedentary lifestyle and lack of physical activity or exercise.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
