News Broadcasting
Focus’s new campaign for brand ‘New Holland’ consolidates its position as a technology leader
Mumbai: New Holland Fiat (India), part of the CNH Global group (one of the world’s leading Agricultural and Construction Equipment Manufacturing Company), has entrusted Focus Circle with a responsibility of deriving a new positioning the brand with a 360 degree campaign. Focus has been the brand custodian for New Holland for the past two years for the Indian market, and with the growing mechanization needs of agricultural industry which are directly depending on latest technology, they realised that it was the right time for the brand to directly communicate with their target audience using the TVC and digital space as primary platforms.
The first phase involved creation of the TVC campaign, which focuses on the integration of technology in the life of a farmer. Sharing greater insights on the overall campaign and the concept of the TVC, Rahool Talukdhar, National Creative Director, Focus Circle said “Using TVC to communicate to niche audience was extremely stimulating. To understand a brand like New Holland which is one of the global leader in its space, the core strategy and messaging enables us to build up connection with audiences leading to sustainable engagement unlike a B2C segment. Besides, it’s great to work with a brand that can give you the freedom of applying integrated services as the efforts can be synchronised well. The core objective of the campaign is to communicate to the direct and indirect audience that New Holland being the pioneer in tractor technology, it should be the ONLY choice of every progressive farmer in the country.”
As a major global player in the agriculture equipment market, New Holland has been growing consistently in India. New Holland aims at customising and creating mass awareness through the digital platforms for effective impact & reach to the potential fraternity.
Highlighting her brief to the agency and the core objective Ms. Seema Singh, GM- Corporate Communication, , New Holland Fiat India said “Agricultural sector in India is going through a transitional phase from traditional farming to mechanized farming; which is the need of the time due to various reasons such as labour shortage, need for faster crop cycles and quality food grains as an output of farming. And to cater to this growing need of the segment, which needs a whole range of solutions that would ease agricultural operations. Observing the scope and the willingness of the farmers to explore newer technology, we wanted to offer our global expertise to add value to the Indian agricultural sector. Searching for effective media to communicate the same to the direct and indirect audiences was a challenge. We jointly worked out an impactful road map with Focus, to ensure that we are able to successfully achieve our business objective of creating strong brand image and further strengthening it.”
The focus is to stream line the core communication across all platforms and increase the scope of communication about the brand in the market to increase the awareness amongst direct and indirect audiences. With an objective to reach out to the farming and agricultural community across India the campaign was scheduled to running across PTC, Doordarshan, India TV, Aaj Tak and ETV with focus on agriculturally rich states of Punjab, Haryana, Rajasthan, UP, MP, Gujarat and Maharashtra. With the digital mandate in the pipeline the agency will aim at streamlining the core message through all communication & execution platforms for brand engagement.
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
