MAM
Want to woo youngsters? Depend on youth channels
MUMBAI: In-branding is not unusual today as we see superstars selling the brands they endorse even in their films. Remember Chennai Express and how Shah Rukh Khan endorsed the features of the new Nokia mobile (of which he is also a brand ambassador) in the film. And if you thought it was just him, then you are wrong. Hrithik Roshan starrer Krrish 3 had a host of FMCG products being promoted through the movie.
The phenomenon has not spared the small screen as well. Right from the brands to film stars, the small screen has become a popular destination for promotion. However, this time around there is a twist.
With the nation gearing for the upcoming elections, the political parties are doing all that they can to get voters to get inked. This election season the parties are finding innovative ways to connect with the audiences, especially the youth. And if you watch Channel V India, a youth entertainment channel, you would know what we are hinting at.
The main characters of various shows on the channel can be seen talking about how prices have risen in the past years or how it is the time to bring change. This, while a ticker/astrix runs with BJP’s symbol and message.
The political parties – Congress and Bharatiya Janta Party (BJP) – both in their mission to woo the first-time voters are now targeting youth channels.
“Youth channels are the best way to catch the attention of first-time voters and since we are using different strategies, we thought of trying this as well,” says a source from the media agency handling BJP’s mandate.
The source goes on to say that it is a “different” way to reach our audience. And, one will see a lot of astrixs and L- shaped advertisements on various GECs as well as news channels till the elections commence.
While BJPs in-branding campaign on shows started last week, the Congress had bought ad-spots on Channel V I almost a month back.
Channel V, itself, through various initiatives, is encouraging youngsters to go out and vote. “This doesn’t mean we support a particular party over the other. These are just commercial deals which we sign with agencies handling the parties. There is no association with any party,” clarifies Channel V India, GM & channel head Prem Kamath.
So, the next time you tune in to shows like Sadda Haq or Dil Dosti Dance, on Channel V, do not miss out on the message from the lead characters to go out and vote.
Brands
Bajaj Consumer Care FY26 profit rises to Rs 193.7 crore
Revenue climbs to Rs 1,092 crore as profit grows 49 per cent YoY
MUMBAI: Hair today, growth tomorrow Bajaj Consumer Care Limited seems to have found its shine again, posting a sharp jump in profitability even as it doubled down on brand spends and expansion. The company reported a net profit of Rs 193.7 crore for FY26, marking a strong 49 per cent rise from Rs 130.1 crore in FY25. Revenue from operations also grew to Rs 1,092.2 crore, up from Rs 942.8 crore a year earlier, signalling steady demand momentum across its portfolio.
For the March quarter, profit stood at Rs 64.1 crore, compared to Rs 31.5 crore in the corresponding period last year, while revenue rose to Rs 308.3 crore from Rs 243.5 crore.
The performance came despite a notable increase in spending. Advertising and sales promotion expenses climbed to Rs 168.3 crore in FY26, up from Rs 137.8 crore in FY25, reflecting continued investment in brand building. Other expenses also rose to Rs 151.3 crore from Rs 134.2 crore, indicating a broader push towards growth.
Operating efficiency, however, held firm. Profit before tax increased to Rs 234.8 crore in FY26 from Rs 157.7 crore a year earlier, supported by disciplined cost management across materials and inventory.
On the balance sheet, the company’s total assets expanded to Rs 959.1 crore as of March 31, 2026, compared to Rs 931.9 crore a year earlier. Other equity rose to Rs 780.3 crore, reinforcing a stronger financial base.
Cash flow from operations saw a significant uptick, reaching Rs 196.9 crore in FY26, nearly three times the Rs 67.9 crore recorded in FY25, highlighting improved working capital management.
However, the year also saw aggressive capital allocation. The company spent Rs 190.2 crore on share buybacks, contributing to a net cash outflow of Rs 196.5 crore from financing activities. Cash and cash equivalents stood at Rs 6.8 crore at the end of the year, down from Rs 25.6 crore.
Even as investments in subsidiaries and assets continued, the numbers suggest a company balancing growth ambitions with shareholder returns keeping one eye on expansion and the other on efficiency.
With margins improving and revenue steadily climbing, Bajaj Consumer Care appears to be combing through the competition with renewed confidence.
