MAM
Zomato-Sony partner for CID for content integration through a co-branded promo
MUMBAI: In another clever marketing ploy, Zomato and Culver Max Entertainment have
partnered each other to give their respective brands -CID and Zomato – a bit of a nudge into consumers minds. In an interesting and entertaining attempt at content integration, the duo has released a video that is grabbing eyeballs and generating conversations – basically buzz online.
It begins with a Zomato partner calling up ACP Pradyuman (Shivaji Satam) and informing him that he found the CID office door broken when he had come to make a delivery – a perfect set up for a CID investigation.
On arriving at his office, the ACP is informed of the break in and the missing door and he concludes in his typical style that “daal mein kuchch Kaala hain (There’s something funny about this.” )
To which the delivery boy responds “Nahin, Sir. Daal Tadka ka order hain.”
CID’s investigation and forensics team discovers in a funny round about way that the burglar wears size 12 footwear. ACP Pradyuman immediately orders Daya (Daynanad Shetty) to question the neighurhood shoe sellers to find out who in recent times has purchased a size 12 shoe.
But Daya is not available so his replacement does the questioning of shoe shop owners and comes back to inform ACP Pradyuman that his deputy was the only recent buyer of the footwear.
The assistant commissioner then questions Daya who is eating his favourite bhel about his act and his response is that inspector Abhijeet (Aditya Srivastava) had talked about having an open-door policy which is why he broke the door.
To which ACP Pradyuman responds: “We had talked about an open-door policy and not a broken door policy. Ab tumhe bhel bi nahing milegi, bail bhi nahin, sirf jail. (Now you will not get the snack, nor bail, only jail) to Daya’s astonishment.
The video then cuts to the dates and times when Sony is airing CIID.
(To watch the video on I nstagram click here: https://www.instagram.com/p/DD13n12T4jl/)
Does the video work for both brands equally?
The jury is out on this one. Some believe that the promotional message is probably more skewed towards CID, while others point out that it’s okay if the talent was provided and production was done by Sony.
“Zomato’s short form videos normally highlight the partner’s ability and back stories. Either they are informative or they bring forth a chuckle. Followers are familiar with their style of presentation; so let’s not make a hue and cry about this,” says a marketing consultant. “In my opinion the setting works for both. I see a lot of clever marketing and content integration coming out of Sony now that they have a leader who is creative on top.”
Brands
Radico Khaitan appoints Kunal Madan as chief marketing officer
Promotions signal focus on premium spirits, global expansion and homegrown leadership
UTTAR PRADESH: Radico Khaitan has elevated two long-serving insiders to its top leadership team, signalling a bold push into premium spirits and global markets. Kunal Madan steps in as chief marketing officer, while Sudhir Upadhyay takes charge as chief sales officer, both part of what managing director Abhishek Khaitan calls a consciously built next-generation leadership bench.
“At Radico Khaitan, our growth has always been powered by people,” Khaitan said. “True leadership is not imported, it is cultivated.” He added that empowering internal talent ensures continuity while keeping the company globally competitive and future-ready.
Madan, with over 20 years of experience across global sales and marketing, will drive brand architecture, marketing strategy, and the premiumisation agenda, including travel retail. Upadhyay, who has 25 years in the industry and was most recently national sales head, will oversee distribution expansion and execution across markets.
The leadership reshuffle comes amid Radico’s intensified focus on premium spirits, a segment driving higher margins and international growth. Last year, Ajay Kakkar was brought on to head the Premium On-Trade vertical, targeting modern and institutional channels to boost presence in high-growth segments.
Meanwhile, Amar Sinha stepped down as chief operating officer after contributing across multiple growth phases. Khaitan acknowledged Sinha’s role in supporting the company’s trajectory, while Sinha described his tenure as “an absolute privilege,” crediting Khaitan’s leadership for shaping the company’s strategic direction.
With a homegrown leadership bench and a clear premium agenda, Radico Khaitan is set to accelerate its global expansion while doubling down on brand elevation and market impact.
