Brands
Zee reimagines Yamaha anthem with Sa Re Ga Ma Pa contestants
MUMBAI: Subtle branded content is all the rage. And Zee Entertainment Enterprises Ltd (Zee) has been working overtime to give that value-added oomph to advertising partners and sponsors. One such partner is Yamaha Motors, India.
Yamaha Motors has an iconic anthem The Call of the Blue which was first launched in 2018 and has gone through various iterations, the latest being in September 2024 as the 4.0 version, which was tailored to resonate with the musical preferences of today’s youth. A new TVC was also released along with the song featuring young folks getting captivated by a film in the theatre, showcasing Yamaha’s iconic two-wheeler models, including global favorites. As they step out, they are thrilled to find these models right in front of them on the road.
And of course, there is Zee’s legendary path-breaking original singing talent show Sa Re Ga Ma Pa which is probably regaling a fourth or fifth generation of young viewers. Zee roped in the contestants of the reality show to sing the celebrated Yamaha anthem. For the first time ever, the young budding, musical talents reimagined the anthem, composed and performed their own renditions of it. This helped create a powerful and emotionally resonant experience that captivated audiences across the Punit Goenka-led network’s channels Zee TV, Zee Tamil, Zee Telugu.
Sa Re Ga Ma Pa has now become the canvas for a first-of-its-kind integration, where contestants from across India bring their unique style to the Yamaha anthem. This initiative extended beyond traditional marketing, allowing the spirit of Yamaha to echo through music and storytelling in an innovative, refreshing way.
A press released from Zee stated that the collaboration strikes at the heart of music’s universal power to connect, inspire, and create lasting memories. As the contestants infused Yamaha’s anthem with their passion, energy, and individual creativity, the result was an electrifying mix that embodied the brand’s core values of adventure, freedom, and brotherhood. The partnership therefore went beyond mere promotion—it was a celebration of creativity, artistry, and individuality.
The campaign garnered a massive cumulative reach of approximately 25 million viewers across Zee’s platforms, amplifying Yamaha’s message of adventure and passion and making it resonate with music lovers, especially the youth, adds the press release. Through this collaboration, Yamaha and Zee have forged a meaningful connection with their audiences, proving once again that music and storytelling can transcend the ordinary and create extraordinary experiences.
Zee chief growth officer-digital & broadcast revenue Ashish Sehgal points out that the Yamaha partnership is the perfect embodiment of the network’s philosophy of bringing brands closer to their audiences.
He adds: “The synergy between Yamaha’s adventurous spirit and the creative energy of Sa Re Ga Ma Pa contestants has led to an exciting and impactful collaboration that has not only amplified Yamaha’s core message but also created a truly memorable experience. This campaign has resonated deeply with viewers, bringing the brand’s values to life in a way that is both engaging and inspiring. It’s a perfect example of how music and storytelling can come together to create something remarkable.”
Yamaha Motor India general manager marketing Vijay Kaul is of the view that motorcycles and music are two wonderful ways to connect with the world around. He adds: “Through this association, we look forward to connecting with young music lovers at a more intrinsic level, celebrating the shared values of freedom, passion, and self-expression. The thrill of the open road mirrors the rhythm of music, creating experiences that inspire and energize. For the first time on Sa Re Ga Ma Pa, contestants have crafted their unique renditions of a brand anthem, each piece capturing the essence of freedom, individuality, and the joy of riding.”
Motivator India chief growth officer & managing partner Aman Kochhar highlights that the partnership worked better than using overt brand placement. He adds: “Reimagining The Call of the Blue anthem in their unique styles helped us connect with younger audiences, seamlessly integrating the brand into the content with fresh, vibrant energy. The talented contestants on the platform showcased immense potential in understanding the brand’s requirements and delivering them with style. Hence, the collab was exceptional.”
To watch the latest version of The Call of the Blue TVC click here: The Call of the Blue
As The Call of the Blue anthem continues to strike a chord with audiences nationwide, Yamaha and Ze reaffirm their commitment to pushing creative boundaries. This collaboration marks just the beginning of what promises to be a lasting partnership that fuses music, storytelling, and brand values to deliver impactful, unforgettable experiences, the Zee press release elaborates.
Brands
Domino’s Q1 profit falls 6.6 per cent, announces $1 billion buyback
Sales rise 3.4 per cent as pizza giant balances growth and shareholder returns
NEW YORK: Domino’s reported a mixed start to 2026, with first-quarter net income slipping even as global sales and store expansion held steady. The company also announced a fresh $1 billion share buyback, underlining its continued focus on shareholder returns.
Global retail sales rose 3.4 per cent on a constant-currency basis to $4.74 billion. The US remained a key growth engine, with same-store sales inching up 0.9 per cent, supported by a 1.5 per cent rise at company-owned outlets.
International markets, however, painted a more uneven picture. While Domino’s added 161 net new stores overseas during the quarter, international same-store sales declined 0.4 per cent. Overall revenues still climbed 3.5 per cent to $1.15 billion, driven by higher supply chain revenues and a 2.6 per cent increase in food basket pricing for franchisees.
On the profitability front, net income fell 6.6 per cent to $139.8 million, compared to $149.7 million a year earlier. Diluted earnings per share dropped to $4.13 from $4.33. The decline was largely attributed to a $30 million unfavourable swing in unrealised gains linked to its investment in DPC Dash Ltd.
Despite this, operational performance showed resilience. Income from operations rose 9.6 per cent to $230.4 million, supported in part by a $7.8 million pre-tax gain from the sale of a corporate aircraft.
Domino’s footprint continued to expand, with the company ending the quarter at 22,322 stores across more than 90 markets. In the US, digital orders remained dominant, accounting for over 85 per cent of retail sales in 2025.
The company also maintained its dividend payout, declaring $1.99 per share, payable on 30 June 2026. After repurchasing $75.1 million worth of stock during the quarter, the new authorisation lifts the total available for buybacks to $1.29 billion.
Domino’s chief executive officer Russell Weiner said the company’s scale and store-level economics position it well to capture further market share in 2026, even as competition intensifies.
As Domino’s leans into expansion and capital returns, the latest results show a business managing short-term pressures while keeping its long-term growth strategy firmly in play.
