Knorr Collaborates with Netflix’s Squid Game for an Unmissable “Dare-to-Slurp” Campaign

The much-awaited second season of Paatal Lok is set to premiere on January 17th on Amazon Prime Video India, igniting a wave of excitement and buzz across social media. Following the phenomenal success of the first season in 2020, fans have taken to platforms like X (formerly Twitter), Instagram, Facebook, and Reddit to express their anticipation, flooding timelines with witty memes and engaging content since the trailer dropped.

This season dives into the mysterious murder of a prominent politician in Nagaland’s capital. As the serene beauty of the state sets the stage, the series delves into its darker underbelly, portraying the grueling challenges faced by Hathi Ram Chaudhary, played by Jaideep Ahlawat. The protagonist is thrust into an unforgiving investigation, battling a hostile environment that tests his mettle at every turn.

Amazon Prime Video India has taken an innovative approach to promote the series by humorously “unwelcoming” Hathi Ram to Nagaland, a playful attempt to protect the idyllic state from the chaos that seems to follow the beleaguered cop wherever he goes. This unique marketing strategy has grabbed attention through a combination of eye-catching outdoor hoardings and a viral video featuring popular personalities like Samay Raina, Rinku Singh, Farida Jalal, and Manav Manglani.

Adding to the intrigue, characters from other Amazon Prime Video productions have joined the campaign to “unwelcome” Hathi Ram to Nagaland through creatively designed Instagram billboards. The clever promotional narrative has seamlessly integrated with social media trends, capturing the imagination of fans and stirring even more excitement for the show.

Brands have also joined the online frenzy, playfully discouraging Hathi Ram from stepping into Nagaland. Some have taken a lighthearted bribery route, while others have been humorously direct in their approach.

With its gripping plot, innovative promotions, and a devoted fanbase, Paatal Lok Season 2 promises to be one of the most talked-about releases of the year. Fans are counting down the days to once again immerse themselves in the gritty, unpredictable world of Hathi Ram Chaudhary.

Pokiddo, the globally acclaimed entertainment brand known for its trampoline parks, indoor adventure spaces, and family activity centers, has introduced its latest venture, Pokiddo Junior, in collaboration with Prasuk Jain Hospitality. Located at Raghuvanshi Mills, Lower Parel, this vibrant new destination spans 11,000 sq. ft. and offers an unparalleled experience for children up to 9 years old. Following its successful presence in Pune, Thane, and Delhi, Pokiddo Junior marks a significant milestone as it debuts in Mumbai.

Part of the Snow World Entertainment and Prasuk Jain Hospitality Ventures portfolio, Pokiddo Junior joins a prestigious lineup of brands, including The Game Palacio, Snow World, Amazonia, The Game Superpark, Formula Karting, and The Game Ranch. This new entertainment space combines cutting-edge design with enchanting storytelling to create a variety of engaging activities for children. From a playful trampoline park and thrilling kiddie-karting track to a colorful ball pit with immersive games, the venue caters to young adventurers. For those seeking a more relaxed experience, options include a motorboat racing zone and a serene fishing pond.

The imaginative play zones stand out as highlights, offering children the chance to explore themed areas such as the Princess Room, where they can dress up in dazzling gowns and accessories, and the Supermarket Room, which allows kids to role-play as shopkeepers or shoppers. The Farmland Play Zone invites children to experience the joys of tending animals. These activities not only ignite creativity but also foster social skills and a love for learning.

Pokiddo Junior also features a dedicated party room, providing the perfect setting for unforgettable birthdays and special events. With whimsical themes and engaging activities, every celebration becomes a cherished memory. To complement the fun, families can relax at the cozy Brasserie, which serves a menu of healthy and visually delightful treats. From uniquely shaped pizzas to indulgent smoothies, each dish is crafted to enhance the magical ambiance of the venue.

Prasuk Jain, the visionary behind Pokiddo Junior’s arrival in Mumbai, emphasized the brand’s mission to create a unique and enriching experience for children.

“Pokiddo Junior isn’t just a place, it’s an experience crafted to unlock the wonder and creativity in every child. We’ve designed this space to be more than entertainment—it’s a journey where kids can learn, explore, and dream in a safe and imaginative environment,” shared Prasuk Jain, Managing Director, Snow World Entertainment.

As part of its ambitious expansion plan, Pokiddo Junior is set to open three additional locations across India in the coming year, solidifying its position as a leader in family-friendly entertainment. The venue prioritizes safety with cushioned materials, low-height setups, and secure play areas, ensuring a worry-free experience for parents and children alike. Its vibrant colors, whimsical murals, engaging LED lights, and sensory elements create a truly immersive environment.

With its central location in Lower Parel and a commitment to quality and innovation, Pokiddo Junior is set to become Mumbai’s premier destination for family outings, creative workshops, and memorable celebrations. Families are invited to explore this enchanting world, where every moment is an opportunity to create magical memories. Pokiddo Junior promises to ignite creativity, foster learning, and provide a safe, fun-filled environment for children and families alike.

Ospree Duty Free has teamed up with Zee Studios to promote the highly anticipated Bollywood movie Fateh, which stars Sonu Sood and Jacqueline Fernandez and is set for release on January 10, 2025. This exciting collaboration promises to bring the glitz and glamour of Bollywood into the travel retail space, offering customers a chance to experience both shopping and entertainment in a unique and unforgettable way.

The promotional campaign is now live across Ospree Duty Free’s stores in key cities, including Mumbai, Lucknow, Jaipur, Amritsar, and Ahmedabad. Shoppers who spend Rs. 6,500 or more between January 4 and January 18, 2025, will be rewarded with the chance to win exclusive Fateh movie tickets or limited-edition Fateh merchandise. This enticing offer is set to make the shopping experience even more thrilling for customers, combining their love for Bollywood with a premium shopping experience.

In a bid to amplify the excitement, Ospree Duty-Free stores have been transformed to highlight Fateh, featuring stunning displays and immersive visuals that reflect the essence of the movie. This eye-catching decor invites customers to engage with the film’s theme, creating a buzz around the movie's release. One of the key highlights of the campaign was the special appearance of Bollywood star Sonu Sood at the Mumbai Airport store on January 4, 2025. His presence at the store added an electrifying energy to the campaign, as fans had the opportunity to interact with the actor and capture memorable moments.

Gaurav Singh, CEO, Ospree Duty Free said, "We are thrilled to partner with Zee Studios and bring the excitement of Fateh to our stores. Sonu Sood’s visit to our Mumbai store added incredible energy to the campaign and created unforgettable memories for our customers. This collaboration reflects our ongoing effort to provide unique and memorable experiences for our customers by merging entertainment with travel retail."

The Fateh campaign is designed to captivate both travelers and Bollywood fans alike, offering an extraordinary fusion of shopping and entertainment at Ospree Duty Free. This initiative demonstrates Ospree’s commitment to delivering fresh and exciting experiences that engage customers in new and innovative ways.

Avvatar India, the premium vegetarian whey protein brand from Parag Milk Foods Ltd., is elevating its mission of promoting fitness and well-being through an exciting co-sponsorship with MTV Roadies Double Cross. Known for its high-performance products designed to fuel fitness journeys, Avvatar India is positioned as an ideal companion for individuals striving to achieve their health goals. This collaboration underscores Avvatar's commitment to supporting active lifestyles and bridging the nutrition gap in India by seamlessly integrating into dynamic environments and offering high-quality nutrition.

As a co-sponsor of MTV Roadies Double Cross, Avvatar India brings its ethos of performance, strength, and determination to the show. The show takes contestants on an adventurous journey through Hampi, Mysuru, Pollachi, Kodaikanal, and Rameswaram, where the brand’s presence will be prominent. Through branded fitness tasks, exclusive “Jump-the-Queue Pass” rewards during auditions, and custom-designed Avvatar India stations, the partnership highlights shared values of strength, perseverance, and grit.

To further connect with its target audience, Avvatar India will leverage engaging digital campaigns that include behind-the-scenes content and influencer-driven reels, creating deep resonance with fitness enthusiasts and young, adventure-seeking viewers. This collaboration amplifies the brand’s position as the go-to whey protein choice for India’s active lifestyle.

Akshali Shah, Executive Director, Parag Milk Foods Ltd. said, “At Avvatar India, we are dedicated to empowering individuals to #ReconstructYourself with premium whey protein and sports nutrition supplements. Our partnership with MTV Roadies Double Cross, a show that embodies grit, determination, and the unyielding spirit of today’s youth, perfectly aligns with our values. Through this collaboration, we aspire to inspire the next generation to break barriers, overcome obstacles, and embrace a healthier, stronger lifestyle while realizing their full potential." 

As a co-sponsor, Avvatar India is poised to benefit from the event’s extensive reach. With over 58 million TV viewers, 8 billion+ viewing minutes, 3.1 billion+ digital impressions, and 2.4 billion+ digital reach, the collaboration ensures the brand's visibility among its target audience. Avvatar India’s integration into the thrilling challenges and interactive activities of MTV Roadies Double Cross helps establish a strong connection with its audience, further strengthening the brand’s position as the preferred whey protein for fitness enthusiasts. Through strategic digital campaigns and engaging influencer collaborations, Avvatar India aims to resonate with young, adventure-seeking individuals while expanding its relevance and reach across India.

Tide has joined forces with Marvel Studios to promote its new Tide Oxi Boost Power PODS in celebration of the upcoming release of Captain America: Brave New World. The collaboration introduces the "Collateral Stains" campaign, which highlights everyday characters within the Marvel Cinematic Universe (MCU) as they navigate the stains caused by being on the sidelines of superhero action. The campaign emphasizes Tide’s Ultra Oxi Boost Power PODS as the ultimate solution for tackling even the most challenging stains, both within the MCU and in real life.

“Saving the world can get pretty messy. We’re thrilled to be collaborating with Tide to highlight everyday people in the MCU – and their ‘Collateral Stains’ – in the middle of our most messy and awesome action in ‘Captain America: Brave New World,’ and other fan-favorite and upcoming Marvel titles,” shared Holly Frank, Vice President, Walt Disney Studios, Partnership Management and Operations, Marvel. 

As part of the campaign, Tide is offering fans a chance to immerse themselves in the Captain America: Brave New World universe through a special, 5D “Collateral Stains Screening” on February 13 at Zero Space in Brooklyn, NY. The event will feature simulated “collateral stains” during key scenes, allowing attendees to experience the action in a unique and interactive way.

“No one in the Marvel Cinematic Universe is immune to the stains that occur from epic battles of superhero proportions. We’re thrilled to join forces with ‘Captain America: Brave New World’ to bring these collateral stains to life to show how the biggest stains in any universe can only be cleaned by Tide, the most powerful clean in any universe. So, whether you’ve spilled your morning coffee or got Hulk-sized stains on your way home, Tide has you covered,” stated Alex Perez, Vice President, North America laundry, Procter and Gamble. 

This unique partnership not only ties in with the release of Captain America: Brave New World but also highlights Tide’s role in tackling tough stains, no matter how big or small. With this campaign, Tide brings a fun and relatable perspective to cleaning, demonstrating how its products can handle even the messiest situations—whether from superhero battles or everyday mishaps. Fans of Marvel and Tide alike can look forward to a memorable experience that blends the world of superheroes with the everyday need for cleaning solutions.

POCO India has appointed Bollywood superstar Akshay Kumar as its brand ambassador, a move that underscores the brand’s commitment to reshaping technology for India’s youth. This announcement comes just one day before the highly anticipated launch of the POCO X7 series, set for January 9 at 5:30 PM.

Renowned for his bold persona and widespread appeal, Akshay Kumar perfectly embodies POCO’s “Made of MAD” philosophy. His partnership aligns seamlessly with the X7 series campaign, “Xceed Your Limits,” which encourages users to break boundaries and aim for the extraordinary.

The POCO X7 series brings premium features to the affordable smartphone market. The POCO X7 comes with a 1.5K AMOLED 3D Curved Display, setting it apart in its class, while the X7 Pro raises the bar with the largest 6550mAh battery in its segment, enhanced by advanced Silicon Carbon Technology and a solid electrolyte. Both models are powered by the cutting-edge Xiaomi HyperOS 2.0, offering next-generation AI features for a superior user experience. Designed for durability, efficiency, and immersive performance, the POCO X7 5G and X7 Pro 5G provide flagship-level innovation at affordable prices, redefining value in the smartphone market.

Himanshu Tandon, Country Head, POCO India said, “At POCO, we’ve always embraced bold choices that reflect our vision of delivering innovative technology and empowering the next generation. Akshay Kumar’s fearless persona and mass appeal make him the perfect fit for a brand that thrives on breaking boundaries and redefining value. His partnership, coupled with the X7 series launch, highlights our strategic focus on scaling new heights and delivering transformative experiences as we gear up for an exciting 2025.”

“Partnering with POCO is an exciting new chapter for me. I’ve always admired brands that dare to be different, and POCO’s fearless approach to innovation and its ‘Made of MAD’ philosophy truly resonate with my personality. The X7 series campaign, ‘Xceed Your Limits,’ reflects the energy and determination I believe in—pushing boundaries and striving for excellence. I’m thrilled to be part of this journey as POCO inspires India’s youth to embrace bold choices and redefine possibilities in technology,” commented Akshay Kumar.

With Akshay Kumar on board, the brand is poised to extend its reach, while the much-awaited X7 series launch on January 9 promises to take the smartphone experience to new heights.

Disney Consumer Products India has unveiled an exciting range of themed merchandise to celebrate the release of Mufasa: The Lion King, which premiered on December 20. This launch coincides with the 30th anniversary of The Lion King, a beloved classic that has captured the hearts of Indian audiences for decades. In collaboration with renowned Indian brands, Disney has introduced products spanning fashion, accessories, home décor, toys, and food, offering fans a chance to embrace the magic of the Pride Lands.

Priya Nijhara, Director, Disney Consumer Products, India said, “As fans follow Mufasa along on his journey to search for his destiny, we have teamed up with some incredible brands in India to bring home the magic of this beloved franchise. The wide range of products infused with timeless Disney storytelling will give fans the chance to reconnect with the iconic characters and landscapes that have touched hearts for generations.”

Jewelry brand CaratLane has crafted an exquisite 30-piece collection of 14KT gold, enamel, and diamond designs inspired by The Lion King, blending elegance with playful motifs. Lifestyle has introduced an apparel range for infants and toddlers, featuring printed joggers and t-shirts adorned with characters like Mufasa, Simba, Nala, and the duo Timon and Pumbaa. Superdry has released a capsule collection of oversized tees, hoodies, and sweatshirts that reflect Mufasa’s traits and iconic phrases, seamlessly blending the brand’s style with Disney storytelling.

For Gen Z audiences, Bewakoof has launched a bold 22-piece collection of graphic tees and oversized sweatshirts showcasing striking artwork and iconic characters. Country Delight has added flavorful options to its product lineup, including Coco Delight Chocolate Flakes, Crunchy Peanut Butter, and Milk Chocolate Mix. FirstCry has introduced adorable Lion King-themed apparel for infants, while Welspun brings the Pride Lands adventure to children’s spaces with bed and bath products. Families can also enjoy Bo Games’ Jungle Run: The Lion King Edition board game, adding an element of fun and excitement to their gatherings.

The excitement doesn’t stop there, as upcoming collaborations with Pantaloons, Max Fashion, Shoppers Stop, and Skoodle are set to further expand the range of Lion King-inspired merchandise.

Mufasa: The Lion King is currently screening in India in English, Hindi, Tamil, and Telugu, allowing fans to embark on an epic journey of friendship, family, and self-discovery while celebrating the timeless legacy of the Pride Lands.

Seagram’s Royal Stag has joined forces with Netflix’s globally popular series Squid Game for its second season, creating an exciting collaboration that resonates with the brand’s ‘Live It Large’ philosophy. The partnership offers fans an immersive, larger-than-life experience, enabling them to be a part of the global cultural phenomenon that has captivated millions worldwide. Given the strong connection K-dramas have with younger audiences, this collaboration allows Royal Stag to engage with youth culture and enhance the brand’s relevance in the modern entertainment landscape.

Joydeep Basuroy, General Manager, Marketing at Pernod Ricard India shared, "Royal Stag’s association with Netflix’s Squid Game allows the brand to tap into the young generation’s craze for K-culture, driving up emotional connect & the brand’s youth culture quotient. Royal Stag brand has always stood for those who dream large and lead their life with passion & purpose, similar to the show’s premise. This partnership with ‘Squid Game’ season 2 allows us to offer a live-it-large experience & tangible social currency to our audience, Generation Large."

To amplify the collaboration, Royal Stag is leveraging various digital platforms, spotlighting iconic elements from Squid Game, including the enigmatic masked guards and the show’s distinct symbols. Fans also have the chance to win exciting Royal Stag X Squid Game giveaways by visiting www.royalstagfan.com. The campaign, #PlayItLarge, was trending on Twitter on December 28th, 2024, following the show's premiere. 

Netflix is one of the world’s leading entertainment platforms, with 283 million paid memberships in over 190 countries. It offers a wide range of TV series, films, and games in various genres and languages, with the freedom to watch at any time and on any device.

Seagram’s Royal Stag, the flagship brand of Pernod Ricard India, has been a standout success since its launch, frequently recognized for revolutionizing the industry. Tailored for the young, confident, and progressive individual, the brand represents self-belief and ambition. Through its messaging centered on the philosophy “It’s Our Life. We Live It Large,” Royal Stag continues to inspire and empower young India.

RiteBite Max Protein has unveiled its latest campaign, "Protein Salute," designed to tackle the pervasive habit of procrastination and motivate individuals to move beyond the “Monday se start karenge” mindset. The campaign emphasizes taking immediate steps toward fitness goals without waiting for the “perfect time.”

Through candid interviews with gym trainers, the campaign highlights the common challenges of abandoned fitness resolutions. These trainers, who witness these patterns regularly, share their experiences, offering authentic, relatable, and often humorous insights. Their advice underscores the importance of consistency and the pitfalls of delaying action, providing viewers with both motivation and practical tips to overcome hesitation.

As trusted figures in the wellness industry, the trainers’ perspectives add credibility to the message of the campaign. Coupled with RiteBite Max Protein's nutritious offerings, the initiative encourages a mindset shift toward proactive, healthier living by making fitness goals more achievable and enjoyable.

The campaign’s storytelling approach unfolds across nine Instagram reels, building a personal connection with viewers. It aims to foster accountability and inspire action by reinforcing the idea that small, consistent steps are the foundation of a healthier lifestyle, rather than relying on grand resolutions. RiteBite Max Protein positions itself as a dependable partner throughout this journey.

Ravinder Varma, Senior Brand Manager (RiteBite Max Protein) said, "At RiteBite Max Protein, we believe that fitness is a continuous journey, not a fleeting goal. With 'Protein Salute,' we’re encouraging people to stop waiting for the 'perfect time.' Instead, we want to inspire them to act today, make small consistent changes, and turn those actions into a lifelong commitment to health. Together, with the right nutrition and mindset, we can all embrace fitness as a part of everyday life."

Shivam Tiwari, Marketing Manager at RiteBite Max Protein shared, “The 'Protein Salute' campaign is a call to action for everyone who’s ever hesitated to prioritize their health. It’s not just about fitness it’s about breaking the cycle of delay and building a lifestyle rooted in consistency and commitment. Through the voices of gym trainers and their meaningful guidance, we aim to inspire people to embrace fitness as a lifelong journey, starting today."

The WaysToLays Food Truck has arrived at Sector 56 Marketplace in Gurgaon, expanding the innovative concept launched earlier this year. This unique initiative takes Lay’s beyond the traditional pack, offering new culinary experiences with a creative twist.

Renowned chef Vikas Khanna, celebrated for his ability to blend tradition with innovation, has added his signature flair to the food truck’s offerings. Gurugram residents had the exclusive opportunity to savor a Lay-inspired dish crafted by Chef Khanna himself. Fans gathered in excitement as he prepared and served dishes that transformed Lay’s chips into gourmet culinary delights.

The WaysToLays journey began with celebrated chefs like Kunal Kapur and Manish Mehrotra, alongside food content creator Shivesh Bhatia. These culinary experts brought their unique takes on Lay ’s-inspired recipes to several locations across Delhi, turning chips into inventive dishes that delighted fans.

Saumya Rathor, Marketing Director, PepsiCo India said, “At Lay’s, we’re inspired by the deep love people have for our chips and the creative ways they use them in their favorite recipes. Their passion has motivated us to take this to the next level. With our first-ever WaysToLays food truck, we’re not just serving chips — we’re creating moments that bring people together, spreading smiles, and sparking joy across Delhi. It’s about more than just the flavor; it’s about celebrating unforgettable experiences with every bite. We can’t wait for more people to join us and experience the magic themselves.”

With its blend of creativity, flavor, and community spirit, the WaysToLays Food Truck continues to bring joy and unique experiences to Lay’s fans across the region.

Simply Fresh, the flagship edible oil brand from BN Group, has launched an inspiring new campaign titled #NewYearOldResolutions. This thoughtful initiative encourages individuals to take a moment to revisit and fulfill their past resolutions before diving into new ones, emphasizing the importance of accountability and meaningful progress over empty promises.

At the heart of the campaign is a heartwarming video featuring a brother-sister duo. The younger brother, curious about the New Year tradition, asks his sister about resolutions. She describes them as promises adults make to themselves but often fail to keep. His simple yet profound response, “If we aren’t going to complete these promises, why make them?” serves as the core message of the campaign, urging people to reflect on their commitments and turn them into realities.

Kiran Giradkar, chief marketing officer of BN Group said, "Our focus has been to create meaningful content that resonates with society and not to push product benefits. Simply Fresh relentlessly pursues to bring a ‘fresh perspective' in storytelling. With this campaign #NewYearOldResolutions, Simply Fresh aims to inspire people to revisit their past promises and turn them into realities. It’s about meaningful progress rather than empty promises."

The campaign is more than just a promotional effort; it’s a call to action for individuals to embrace the New Year with purpose and reflection. By urging people to complete their unfinished goals, Simply Fresh hopes to foster a sense of fulfillment and real change.

The campaign is being rolled out across various digital platforms, including Simply Fresh’s social media channels, ensuring it reaches a wide audience. With its relatable message and thoughtful storytelling, #NewYearOldResolutions aims to inspire individuals to start the year with intention and determination, transforming forgotten promises into achieved milestones.

boAt, India’s leading audio and wearables brand, has launched an entertaining campaign to address a universal New Year challenge: keeping resolutions alive. In collaboration with comedian Samay Raina, the campaign takes a humorous look at the common reasons why resolutions fail, captured perfectly in the witty tagline: "Samay badal gaya, ab motivation nahi."

The campaign, aptly named Crazy-lution, delivers a satirical take on the struggles of staying committed to resolutions, positioning boAt’s new smartwatch as the perfect solution to this yearly dilemma. By blending innovation with humor, the brand aims to resonate with audiences who are all too familiar with the difficulty of staying motivated beyond January. Featuring highlights from Samay Raina’s comedy show India’s Got Latent, the ad is packed with relatable moments, sharp jokes, and a playful roast of boAt itself, with tongue-in-cheek comparisons to Apple adding to the hilarity.

At the heart of the campaign is the smartwatch’s ability to support users in their quest to achieve their goals. BoAt introduces unique features like ChaatGPT, a fun twist on AI assistants that imagines flavorful food scenarios with a side of humor. Calorie Roast offers a cheeky reminder to think twice before indulging in that extra samosa—or to laugh it off when you do. The Step Count feature transforms idle promises into actionable steps, nudging users to walk the talk, while the smartwatch’s long battery life ensures it remains a reliable partner, even when motivation dips.

The campaign underscores boAt’s commitment to blending cutting-edge technology with a touch of humor. 

“At boAt, we love to mix innovation with humor. This campaign is our way of adding some laughs to the New Year chaos. Resolutions are hard to keep, but it doesn’t hurt to imagine a little help—even if it’s fictional,” said a boAt spokesperson.

By combining Raina’s sharp wit with a creative approach to promoting their smartwatch, boAt’s Crazy-lution campaign offers a refreshing and relatable take on New Year’s resolutions, leaving audiences amused and inspired to take the first step—whether it’s toward fitness, mindfulness, or just a good laugh.

Sunburn Goa 2024 is all set to deliver a groundbreaking festival experience with its collaboration with Netflix to celebrate the much-anticipated launch of Squid Game 2. This unique partnership will transform a dedicated space at the festival into an immersive survival-themed zone, combining the adrenaline of music with the gripping storytelling of the globally acclaimed series.

The Netflix interactive zone will recreate the intensity and suspense of Squid Game with a series of challenges inspired by the show’s iconic games. Participants can engage in activities such as Piggy Bank Crawl, a timed race requiring quick reflexes and strategy; Digi-Dalgona, a game of precision based on the delicate candy-cutting challenge; and Manic Marbles, which tests skill and balance. Additionally, there will be Round and Round, a high-energy competitive showdown, and Red Light, Green Height, a reimagining of the classic Red Light, Green Light with added vertical elements for an extra thrill. Each activity is meticulously designed to immerse visitors in the tension and decision-making that define the Squid Game experience.

Festival-goers will also have access to exclusive Squid Game merchandise and themed photo opportunities, adding another layer of excitement to the event. By merging Sunburn’s electrifying music performances with Netflix’s immersive storytelling, this collaboration offers a unique blend of entertainment that promises to captivate audiences.

Karan Singh, CEO, Sunburn said, “Sunburn has always been about creating unforgettable moments for our fans and this partnership with Netflix takes it to a whole new level. Bringing this interesting immersive experiential of Squid Game 2 to life at Sunburn Goa is a perfect blend of music, adventure, and immersive storytelling. It’s going to be an electrifying experience where fans can truly be part of something extraordinary.”

With its innovative mix of music, adventure, and immersive experiences, Sunburn Goa 2024 promises to be a landmark event, setting a new standard for festival entertainment.

Zomato has partnered with Sony TV's iconic show CID to create a unique and entertaining video content piece that blends the worlds of food delivery and crime investigation in a light-hearted and fun manner. This collaboration is a perfect example of how brands can tap into popular culture to engage with their audiences in a creative way.

In the newly launched video, a Zomato delivery partner is seen arriving at the CID office to deliver a meal. Upon reaching the office, the delivery partner discovers the office door has been broken, setting the stage for a humorous sequence where the CID team, known for solving complex criminal cases, investigates the unusual situation. The video provides an entertaining twist, bringing together the world of food delivery and crime-solving, in a fun, unexpected way.

CID, which has been a staple of Indian television for years, is known for its thrilling crime investigations and iconic characters. The show, which has made a grand return to Sony Entertainment Television, continues to captivate viewers with its gripping storylines and familiar faces. The beloved original cast, including ACP Pradyuman (played by Shivaji Satam), Senior Inspector Abhijeet (Aditya Srivastava), and Senior Inspector Daya (Dayanand Shetty), is back to tackle new cases and keep the audience on the edge of their seats. The show now airs every Saturday and Sunday at 10 PM, offering a perfect blend of suspense and drama, alongside the nostalgic return of its star-studded cast.

This collaboration between Zomato and CID is a fresh and innovative approach to content creation, combining entertainment, humor, and a popular TV show to create a memorable experience for fans of both brands.

In a fast-paced world driven by constant distractions and unending to-do lists, Cadbury Bournville is calling on people to rediscover the joy of living in the present with its latest campaign, “Don’t Rush It.” Mondelez India brings this poignant message to life, urging consumers to pause and relish the exquisite notes of Cadbury Bournville’s intense dark chocolate.

The campaign highlights the meticulously crafted indulgence of Cadbury Bournville, made with perfectly roasted cocoa beans and larger pip-shaped pieces, delivering a pure, immersive taste that deserves undivided attention. Cadbury Bournville emerges as more than just chocolate—it’s an invitation to experience life’s finer moments, turning the act of consumption into a ritual of self-reflection and indulgence.

Nitin Saini, Vice President, Marketing, Mondelez India said, “With Cadbury Bournville, we believe that life’s most meaningful indulgences aren’t meant to be rushed. In a world where everything moves at a relentless pace, we want to inspire people to take a moment, be present, and truly savor the richness of their moments. This sits well with today’s discerning consumers who are looking to build a quality and balanced life. Thus, with our new campaign, Don’t Rush It, we’re turning Bournville into an enabler of slow-down moments and encouraging consumers to experience a deeper connection with themselves—one pip at a time. After all, the most memorable moments are the ones that are unrushed.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India added, “When you think of some of the most unique and witty advertising, Bournville definitely features at the top. We wanted to take it a notch up with this new campaign while maintaining the premium, international imagery that Bournville is known for. We wanted Bournville to make Dark chocolate desirable in India, which is predominantly a milk chocolate market. The film is a perfect mix of a high-octane thriller with a humorous twist that dramatizes the fact that Bournville’s Intense taste is best-savored bit by bit and therefore can’t be rushed.”       

The “Don’t Rush It” campaign underscores Cadbury Bournville’s commitment to offering a deeper, more mindful indulgence, encouraging people to embrace and enjoy the journey of life one exquisite bite at a time.

After a five-year break, SulaFest, Asia's premier vineyard music festival, is set to return with an unforgettable two-day celebration on February 1st and 2nd, 2025, at the picturesque Sula Vineyards in Nashik. Renowned for its unique blend of world music, gourmet dining, and exceptional wines, SulaFest 2025 promises to offer an extraordinary experience, merging music, culture, and the beauty of vineyards under open skies.

This year’s festival lineup features an exciting array of India's top musical talent, bringing together a diverse mix of genres. Divine, the voice behind the iconic rap anthems of Gully Boy, will take the stage, while Ritviz x Karan Kanchan will present a special curated performance for the festival. Oaff and Savera, known for the soulful track Doobey from Gehraiyaan, will bring their unique experimental energy to the stage. Other notable performers include When Chai Met Toast, Dualist Inquiry, and Madboy/Mink, ensuring that SulaFest 2025 will be a dynamic musical journey, all set against the stunning backdrop of Sula’s open-air amphitheater.

Rajeev Samant, Founder & CEO of Sula Vineyards said, "As we gear up for the much-anticipated return of SulaFest, I couldn’t be more excited to see this incredible celebration come to life again. SulaFest is more than just a festival; it’s a true celebration of music, wine, and togetherness. We’re delighted to welcome everyone back to Nashik for a weekend filled with unforgettable experiences. Having such amazing artists on board this year makes it even more special, and we can’t wait to see the joy and connection it will bring to our community. Watching SulaFest grow into a platform that showcases the best of our wines, music, and shared experiences is immensely fulfilling.”

Adding to the excitement, SulaFest 2025 will debut wine cocktails and Sula in cans, offering guests a new and convenient way to enjoy some of India’s finest wines. Combined with an exciting world music lineup, the festival guarantees a memorable culinary and beverage experience. Festival passes are priced from Rs. 2,999, and tickets are expected to sell out quickly. Food and drink coupons will be available on-site, with tickets now available for purchase via BookMyShow.

Whether you're a music lover, a wine connoisseur, or simply looking for an extraordinary weekend escape, SulaFest 2025 is the ultimate destination for an unparalleled vineyard celebration. Mark your calendars, get your tickets, and prepare for an unforgettable weekend at Sula Vineyards.

POWERKIDS ENTERTAINMENT has announced exciting new collaborations with Samsung TV Plus India, Swift TV, and RUNN TV, launching dedicated channels for its popular franchises The Jungle Book and PowerKids Kartoon. These channels are now available on cutting-edge FAST services, bringing world-class entertainment to Indian viewers. In addition to these new platforms, PowerKids content is also accessible on Jio TV and OTT Play services.

The company is also celebrating the success of its YouTube channel, which has surpassed 44 million subscribers and accumulated over 26.3 billion views. The channel continues to feature The Jungle Book, which remains one of the platform's most beloved offerings.

These strategic partnerships mark a significant step in PowerKids Entertainment's efforts to redefine children's entertainment in India. By combining its extensive library of globally popular content with advanced streaming platforms, the collaboration aims to provide an immersive viewing experience that resonates with young audiences across the country.

The alliance will offer an exclusive selection of shows from the PowerKids and Kartoon channels, featuring a mix of nostalgic classics and modern-day hits. This curated content is designed to entertain children and families throughout India, providing a diverse range of options for all ages.

The Jungle Book, which has been a worldwide favorite, continues to reach new heights. Broadcast in 165 countries, the iconic tale has now exceeded 26 billion views across various platforms. Audiences can now enjoy the adventures of Mowgli, Baloo, Bagheera, and the rest of the jungle family with the superior viewing experience offered by these new channels.

In addition to the ongoing success of The Jungle Book, PowerKids Entertainment is expanding the franchise with two exciting new spinoffs: Akira and Mowgli: The Jungle Book Adventure and Little Mowgli. These fresh adaptations are set to captivate both new and long-time fans, ensuring the legacy of Mowgli and his jungle companions continues for generations to come.

Manoj Mishra, CEO of PowerKids Entertainment stated, “We are pleased to announce that our flagship franchise, The Jungle Book, as a stand-alone channel along with the Powerkids Kartoon Channel and a world-class catalog, is now available to kids and families across India as a FAST service as well. These partnerships demonstrate our commitment to delivering premium content to our viewers. With several spin-offs in production, there’s even more excitement to come.” 

This move solidifies PowerKids Entertainment's position as a key player in the children's entertainment sector, promising more thrilling content and innovative platforms for young audiences in India.

In today’s competitive world of branding and entertainment, collaborations are no longer considered just as a marketing strategy. In fact, they have now become a cultural phenomenon. To enhance its reputation in the market, every big or small brand is now majorly focused on establishing partnerships. The power of collaboration lies in its ability to bring together different worlds, creating something that speaks to millions. Speaking of this month, a wave of innovative partnerships has captivated audiences, blending creativity, nostalgia, and bold ideas to deliver unforgettable experiences. From iconic characters like Hello Kitty’s alliance with SEOZI, a leading nail solutions brand, and Marvel's partnership with the Beverage brand Coca-Cola to Netflix’s SquidGame partnering with Knorr, a food & beverage brand, these collaborations are reshaping the landscape of entertainment, fashion, and more.

A list of 7 Game-Changing Collaborations 

Here’s a look at seven game-changing collaborations that are setting new benchmarks for creativity and impact.

1. Knorr x Netflix’s Squid Game: The Launch of ‘Dare to Slurrp’ Campaign

Knorr’s joint venture with Netflix’s Squid Game is infusing an exciting cross-cultural tie between K-culture and K-food. The partnership is an invitation for the K-fans to explore “Dare-to-Slurp” from its exclusive ramen range. The collaboration leverages the thrill of the globally famous series, encouraging fans to enjoy Knorr’s instant noodles while immersing themselves in challenges inspired by the show. This campaign ingeniously blends culinary delight with pop culture, targeting adventurous food lovers.

2. Sanrio’s Hello Kitty Collab with SOEZI for Nail Extension Kits 

Hello Kitty, which is a beloved cultural icon, has completed 50 years, marking this milestone, Sanrio has collaborated with SEOZI to launch nail extension kits. The fans are now able to express their love for the iconic character in a fashionable and personalized way. This partnership perfectly blends SOEZI’s innovative approach to nail art with Hello Kitty’s timeless charm.  The kits feature whimsical, themed designs inspired by Hello Kitty’s signature colors and motifs. As DIY beauty products are gaining popularity, this collaboration is making the beauty industry more creative and personalized.

3. Braven & FICCI Partnered for the 14th Global Sports Summit and India Sports Awards

The joint venture of Braven with FICCI has taken center stage at the 14th Global Sports Summit and India Sports Awards. This collaboration aims to spotlight innovation and excellence in the sports sector. At the summit, industry leaders, policymakers, and athletes discussed the future of sports in India. Braven showcased its cutting-edge sports technology, which has the potential to transform training and performance metrics. Through this partnership, FICCI and Braven have strengthened their position as a pioneer in advancing sports technology and support India’s growing reputation as a hub for global sports innovation. This collaboration underscores how technology and policy can combine to create a brighter future for sports enthusiasts.

4. POPxo by MyGlamm Joins AP Dhillon’s BrownPrint 2024 India Tour

POPxo, a well-recognized digital platform under the MyGlamm brand, has collaborated with Punjabi singer AP Dhillon for his much-anticipated BrownPrint 2024 India Tour. The partnership features the merging of the worlds of music and beauty, offering fans an unforgettable experience. The collaboration has rolled out exclusive events and beauty activations across tour venues, allowing fans to engage with POPxo’s trendy product range. Custom makeup looks inspired by AP Dhillon’s music videos, interactive photo booths, and curated beauty kits have made waves among concertgoers. By aligning with a cultural icon like AP Dhillon, POPxo reinforces its presence in the millennial and Gen Z space, proving that beauty and music can be a perfect match.

5. Levi’s Partners with Diljit Dosanjh to Launch Dil-Illuminati Collection

Iconic denim brand Levi’s collaborated with Indian superstar Diljit Dosanjh to launch the Dil-Illuminati Collection which features trendy denim wear. The fashion range is infused with Dosanjh’s vibrant personality and sense of style, just in time for his India tour. The collection highlights bold designs that resonate with Dosanjh’s fans and Levi’s loyal customers. From oversized jackets to edgy jeans with unique embellishments, the collection reflects a blend of classic Levi’s aesthetics and contemporary streetwear trends. The partnership shows how global fashion brands have started to embrace regional stars to deepen cultural connections and expand their market reach.

6. Heroic Partnership: Coca-Cola and Marvel Unite

Renowned beverage brand Coca-Cola’s partnership with the Marvel world celebrates Marvel’s iconic superheroes through a series of limited-edition Coca-Cola cans and immersive marketing campaigns. Coca-Cola cans now feature fan-favourite characters like Iron Man, Captain America, and Black Widow, each accompanied by augmented reality (AR) experiences that allow fans to interact with their favorite heroes. The joint venture combines Coca-Cola’s legacy of refreshing beverages with Marvel’s storytelling prowess, creating a powerful synergy that resonates with audiences of all ages. From exclusive merchandise to social media activations, the partnership leaves an unforgettable impression on the fans worldwide.

7. Medusa Beverages X Warner Bros Launch ‘House of the Dragon’ Limited-Edition Beer

HBO’s House of the Dragon’s fans got another reason to celebrate as Medusa Beverages and Warner Bros. Discovery unveiled a limited-edition beer inspired by the hit fantasy series. The partnership features the combination of the mystique of Westeros with the craftsmanship of Medusa Beverages to create a brew worthy of the Iron Throne. The packaging features stunning House of the Dragon artwork, making it a collectible for fans. The beer itself promises a unique taste experience, crafted with premium ingredients and bold flavors. By tapping into the fandom of one of television’s most popular franchises, this collaboration bridges the gap between entertainment and lifestyle products, offering fans a way to toast to their favorite series.

Conclusion

In today’s ever-changing digital world, collaborations serve as a powerful tool for storytelling, innovation, and cultural relevance. Whether it’s a limited edition beer or a beauty product inspired by music icons, these partnerships define how brands today connect with their audiences. From entertainment and fashion to the beauty and sports sector, this month’s iconic pairings prove that collaboration is the key to staying ahead in a competitive market. It has now become a marketing strategy that brands consider to connect to their audience on a deeper level.

This festive season, boAt, one of India’s well-known audio and wearables brands, has partnered with Zepto, the leader in quick delivery services, to ensure every party hits the right note—no matter what you forget. With celebrations in full swing, boAt and Zepto have launched a hilarious and relatable campaign that guarantees no party is ever incomplete.

The campaign centers around Balraj, the 'nice guy' who invites some of the angriest personalities from the internet to his year-end party. As everything is set for the celebration, Balraj realizes he’s forgotten one crucial item: the speaker. As tensions rise and complaints flood in, the party’s mood spirals towards disaster. That’s when Zepto steps in, delivering a boAt speaker in just 10 minutes, saving the day and turning the night into an unforgettable bash. 

The campaign also features some iconic characters such as Raghu Ram, Kokila Ben, Perpendicular from Gangs of Wasseypur, and Rohan Cariappa, blending humor, drama, and pop-culture references in a way that resonates with audiences. The collaboration perfectly highlights how boAt’s premium sound and Zepto’s rapid delivery combine to ensure every celebration is seamless.

Whether it’s a Christmas gathering, a New Year’s bash, or an impromptu hangout, boAt and Zepto are making sure no one has to worry about missing out on a crucial element of their party. The duo’s promise is simple: a premium audio experience delivered in 10 minutes or less.

As a boAt spokesperson said, “Music is the heartbeat of every party, and at boAt, we’re here to keep the vibe alive. Thanks to Zepto’s quick delivery, even if you forget the speaker, we’ve got you covered—no party flops on our watch!”

This festive season, don’t let the little details spoil the fun—boAt and Zepto ensure the music’s always on point. Simply order a boAt speaker through Zepto and get the party started without missing a beat.

Ballantine’s, part of the House of Pernod Ricard India, has announced an exciting new partnership with the renowned television series NBCUniversal’s ‘Suits’, unveiling a Limited Edition Pack that celebrates the corporate tribe. The collaboration underscores the brand’s commitment to authenticity and success, honoring professionals who embody the ethos of ‘Stay True’ in both their personal and professional lives. The special edition pack has been curated for India in partnership with Universal’s licensing partner, Black White Orange.

As corporate professionals navigate complex challenges with determination and ambition, they often seek to stay true to their passions and values beyond the workplace. Ballantine’s has long supported this ‘Stay True’ spirit, offering platforms like ‘Unofficial Evenings’ that celebrate music, comedy, and gaming. The partnership with ‘Suits’ builds on this foundation, highlighting the show’s alignment with the brand’s message of staying authentic and embracing success on one’s own terms.

The partnership between Ballantine’s and ‘Suits’ dates back to 2015, when the brand collaborated with actor Gabriel Macht, who portrayed the iconic Harvey Specter. This collaboration highlighted the shared values of conviction and authenticity, principles that continue to resonate with professionals globally. Following the 2023 resurgence of the original ‘Suits’ series on Netflix, the announcement of ‘Suits: L.A.’ further strengthens this bond, emphasizing authenticity and excellence—values that are central to both the show and Ballantine’s brand.

The Ballantine’s X Suits Limited Edition Pack features a sophisticated design that reflects the spirit of India’s corporate achievers. The packaging incorporates iconic quotes from the show, such as "Winners don't make excuses when the other side plays the game" and "The only time success comes before work is in the dictionary." The visual design also includes a sleek silhouette of the show's key protagonist, embodying confidence and precision—qualities that define both ‘Suits’ and Ballantine’s.

Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India shared, "Over the years, Ballantine's has strived to celebrate the corporate tribe in India. This consumer segment has expanded from traditional corporates to now also include start-ups, creative and gig-economy. The brand’s connection with this cohort has been consistent over the past decade in spite of its ever-changing nature, and this collaboration with the television series 'Suits' is another step in that direction. This partnership embodies our commitment to recognizing those who define success on their own terms while ‘Staying True’ to themselves. The Ballantine's X Suits LEP is more than a limited edition offering; through its distinctive design and premium positioning, we're creating a sophisticated touchpoint that is a tribute to the spirit of authenticity and excellence that drives India's corporate tribe."

The Ballantine’s X Suits Limited Edition Pack (Ballantine’s Finest, 750ml, 43% v/v) will be available this season across key markets. The launch will be supported by curated retail experiences in modern trade and premium outlets in major corporate hubs, ensuring easy access for professionals who appreciate both sophistication and quality.