MAM
Water launches touch and feel campaign for Marshalls Wallpapers
MUMBAI: Water Brand Consulting has launched a new campaign for wallpaper marketer Marshalls. Based on the concept of test drive, the new campaign plays on the human psyche of touch and feel.
The campaign has been designed as a phase-wise long term campaign which will last for three months. The first phase has been rolled out pan India in all leading print media. As part of this phase, the brand will appeal to the people to come, touch and experience wallpapers. It will also convey the message that wallpapers are not only aesthetically appealing but also installation-friendly and easy on the purse-strings. Going forward, this message will be extended to outdoor and digital.
Water Brand Consulting founder and director Vandana Sethi said, “You need to cajole and coax your way into the customer‘s mind-space with logic and emotion. The first phase has already been rolled out pan India in all leading print media. This is the introductory phase which will morph into a more `tactile campaign message‘. ‘Try it on one wall and you would want your whole home to be adorned with Marshalls Wallpaper.”
Marshalls CEO Mona Menon said, “It did not come as a surprise when it was discovered that a good majority of enquiries were converted to sales once the customer actually `touched‘ the wallpaper. There seemed to be a virtual wall of resistance on a decision based on the other senses! Water was quick to grasp this opportunity and drive home a campaign to fill this lacuna.”
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.
