GECs
Taapsee Pannu gives Yakult’s gut-feeling rebrand a healthy new boost
New Delhi: Talk about going with your gut! Yakult has signed Bollywood actor Taapsee Pannu as its new brand ambassador, fuelling a bold rebranding push with a big target: double-digit annual growth right through to 2030.
The probiotic giant, known for its tiny bottles packed with billions of “good bacteria”, has come a long way since it first arrived in India in 2008. Now available in nearly 700 cities, Yakult has turned digestive health into a household conversation, thanks to its iconic “Yakult Ladies”, who deliver door-to-door while educating families about gut wellness.
Pannu, whose family are long-time Yakult drinkers, says the partnership feels personal. “My family has been enjoying Yakult for years, especially my mom, and I’ve seen first-hand how small, consistent habits can make a big difference. I truly believe that good health starts in the gut, and Yakult is such an easy, tasty way to include that in our daily routine…” she said.
Yakult Danone India’s managing director, Eiji Amano, is betting on that simplicity. “India has shown remarkable growth potential for Yakult over the last 17 years. From a nascent category in 2008 to a rapidly expanding market today, Yakult has continuously won consumer trust,” he noted.
“Our next milestone of achieving double-digit growth every year until 2030 reflects the growing demand for probiotics and the confidence we have in the Indian market,” added Amano.
Beyond the buzzwords and witty marketing, Yakult banks on real science. Yakult contains over 6.5 billion ‘Lactobacillus casei Shirota’ probiotics per bottle, clinically proven to boost digestion and nutrient absorption. “It is a daily catalyst that improves the effectiveness of our diet by enhancing the absorption of nutrients in the gut,” explained Dr Neerja Hajela, the company’s chief science officer (CSO).
With India’s probiotics drink market projected to balloon from Rs 1,348.8 million in 2024 to nearly Rs 5,778.9 million by 2033, Yakult clearly sees fertile ground. Taku Otsuka, the brand’s director – sales, PR & marketing noted the brand will keep innovating with marketing, on-ground activities, and consumer outreach to make probiotics as normal as a morning cup of chai.
And in a country embracing health-conscious living like never before, Yakult’s new chapter, with Taapsee Pannu leading the charge, may just prove that good vibes (and good health) really do come from within.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
