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Hoichoi original adult-comedy Dupur Thakurpo campaign launched
MUMBAI: In the run-up to Hoichoi’s launch, SVF has rolled out an innovative social media campaign to promote its upcoming original web series, an adult-comedy, Dupur Thakurpo.
The campaign, which highlights the personalities of some major characters from the much anticipated show, has just gone live on Twitter, Facebook and Instagram. It asks users to choose one of the several interesting Thakurpos (Devars or brothers-in-law) that would be most deserving of the newly arrived Uma Boudi’s affection (‘Boudi’ is the Bengali name for sister-in-law).
Not only will the campaign tickle the funny bones of Bengalis, it will also create intrigue and anticipation for each and every Thakurpo in the Hoichoi Original web series.
There are the six Thakurpos seeking Uma Boudi’s attention:
1. CD – Chitrobhanu Dutta, who wants to be Quentin Tarantino, the popular American Director, but has only 2 or 3 B-grade music videos to show as accomplishments.
2. Choco – Kajol Chakraborty is a physiotherapist who utilises his profession to fulfil his dark fantasies.
3. Kinky – Kinkar Sanyal has a secret import business of women’s undergarments. His favourite pastime is fantasizing about women in lingerie.
4. Shomes – Aniruddha Shome thinks of himself as every Bengali’s Byomkesh Bakshi and every Englishman’s Sherlock Holmes, and thus has an investigative eye towards everything (basically, he is suspicious all the time!)
5. Phantom – Ashrafi is a cricketer from Bihar, who orders lassi in a pub.
6. MTV – Moral Tanu Bhaduri is an ambitious singer who unfortunately gets no producer.
Director Debaloy Bhattacharya says, “The word ‘Dupur Thakurpo’ has always been there in our culture…a forbidden word, it has never been explored. Now, we are indulging in the stories and characters that show how the Boudi and Thakurpo relation can be so vibrant. The Arabs had their nights and the Bengalis their ‘dupur’.
Dupur Thakurpo revolves around Indralok, a house situated in North Kolkata which is infused with new life as Jibon babu brings home a beautiful, young and vivacious bride, Uma. However, he is blissfully oblivious of the trouble likely to brew when a love-smitten Jibon babu agrees to let out three rooms to six young men on Uma’s insistence. Some not-so-appropriate things start happening. Five of them are completely enamored by Uma Boudi’s charms, ready to lay down their lives for a smile or a glance from her, while she plays around with them like a fiddle.
Amidst this sexual tension and cuckoldry, Indralok is full of life, adventure, fun, frolic and fantasy.
This series is one of the several entertaining and unique original web series being created with the best concepts, cast and crew of Bengali entertainment, exclusively for Hoichoi. It will be available on the App and Website.
Dupur Thakurpo stars Swastika Mukherjee as Uma Boudi, Abhijit Guha as Jibon Babu, Anindya Chatterjee as CD, Indrajit Mazumder as Choco, Soumendra Bhattacharya as MTV, Kartikeya Tripathi as Shomes, Apratim Chatterjee as Kinky and Taufeeq Ahmed as Phantom.
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Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
