Brands
Xiaomi’s Diwali campaign ‘Deals, Drama & Diwali’ lights up the festive frenzy
MUMBAI: When deals sparkle, so does drama. Xiaomi India has ushered in Diwali with a campaign that captures the chaos, colour, and joy of the season like never before. Titled “Deals, Drama & Diwali,” the festive initiative, created in collaboration with Wit & Chai, transforms the frenzy of big offers into a cinematic celebration of humour, emotion, and high-energy storytelling.
Launching as part of Xiaomi’s Diwali big sale, the campaign brings to life the rollercoaster of emotions that sweep across households when irresistible deals hit the market. Rather than blending into the festive clutter of predictable offers, Xiaomi chose bold, kinetic storytelling rooted in everyday relatability, showing how a small, logical action can snowball into hilariously over-the-top mayhem, perfectly capturing the highs and lows of Diwali shopping.
Wit & Chai chief creative head Saurabh Sankpal explained, “Festive offers can often feel repetitive, but Diwali itself is a festival of contrasts: chaos and calm, humour and heart, frenzy and family. Our films celebrate that duality, the mayhem of big deals and the magic of big emotions, creating narratives that entertain while driving engagement.”
Xiaomi India associate director of brand marketing Ritij Khurana added, “Diwali is a time when chaos and joy coexist. Our films mirror that with witty, relatable, and heartwarming stories. They’re not just about announcing deals, they’re about homecoming, connection, and togetherness.”
Featuring two blockbuster films, the campaign revels in the unpredictable energy of the festive season, with every frame designed to make audiences laugh, relate, and hit that ‘buy’ button. In a landscape oversaturated with sameness, Xiaomi’s campaign cuts through the clutter by embracing chaos instead of avoiding it. Disruptive, memorable, and unapologetically festive, it captures the true spirit of Diwali: bold, big, and deeply human.
The campaign was executed for Xiaomi India by the brand team comprising Ritij Khurana, Chirag Vegad, and Antima Mishra, in collaboration with the creative agency Wit & Chai, led by chief creative head and writer Saurabh Sankpal. The production was handled by tmrw factory, with direction by Nachiket Pendse and producers Anish Joag and Prithviraj Mali. Cinematography was overseen by DOP Niteesh Jangeed, while Ranjit Gugle served as executive producer. The assistant directors were Gourav Shelke and Rashmi Navalkar, with music composed by Ankush Boradkar and lyrics by Saurabh Sankpal.
Brands
Sapphire Foods FY26 revenue rises to Rs 3,125 crore, posts loss
Q4 revenue at Rs 792 crore, FY26 loss at Rs 32 crore amid cost pressures.
MUMBAI: If growth is on the menu, profitability seems to have taken a brief detour. Sapphire Foods India reported a steady rise in topline for FY26, even as rising costs weighed on profitability. Revenue from operations grew to Rs 3,125 crore for the year ended March 31, 2026, up from Rs 2,882 crore in FY25. However, the company swung to a loss, reporting a net loss of Rs 32 crore for FY26, compared to a profit of Rs 17 crore in the previous year. Total income for the year stood at Rs 3,153 crore, while total expenses climbed to Rs 3,167 crore, reflecting pressure across key cost heads.
In the March quarter, revenue came in at Rs 792 crore, compared to Rs 711 crore in the same period last year. The company reported a quarterly net loss of Rs 13 crore, against a profit of Rs 2 crore a year earlier.
Cost pressures remained visible across operations. Material costs rose to Rs 995 crore for FY26, while employee expenses increased to Rs 428 crore. Other expenses, the largest component, stood at Rs 1,229 crore, underscoring the impact of store operations and expansion-related spends.
Depreciation and amortisation expenses also climbed to Rs 392 crore for the year, reflecting continued investments in store infrastructure and growth.
At the operating level, the company reported a loss before tax of Rs 37 crore for FY26, compared to a profit of Rs 23 crore in FY25. Exceptional items added Rs 24 crore to the cost burden during the year.
On the balance sheet, total assets rose to Rs 3,256 crore as of March 31, 2026, up from Rs 3,041 crore a year earlier, indicating ongoing expansion. Net worth stood at Rs 1,389 crore.
Despite profitability pressures, operating cash flow remained resilient at Rs 507 crore, highlighting underlying business strength and demand stability.
The numbers paint a familiar picture in the quick-service restaurant space, growth continues to be served hot, but margins are still finding their footing.
