Announced today, the strategic partnership goes far beyond a simple financial investment. Universal Music Group gains global distribution rights to all future original soundtracks from Excel’s projects, while the collaboration includes the launch of a dedicated Excel music label to be distributed worldwide by UMG. Additionally, Universal Music Publishing Group becomes Excel’s exclusive publishing partner, paving the way for UMG artists to feature in Excel’s films and series.

Excel Entertainment, established in 1999, has built an iconic legacy with groundbreaking films like Dil Chahta Hai, Zindagi Na Milegi Dobara, Gully Boy (India’s Oscar submission), the Don franchise, and the Fukrey series. The banner has also made a strong mark in the OTT space with hit series such as Mirzapur, Inside Edge, Made in Heaven, and Dahaad.

As part of the agreement, Devraj Sanyal, Chairman and CEO of Universal Music India & South Asia, will join Excel’s board. Importantly, Farhan Akhtar and Ritesh Sidhwani will retain majority ownership and full creative control, ensuring the studio’s signature storytelling vision remains intact.

Excel CEO Vishal Ramchandani described the partnership as “a pivotal step in our journey to broaden creative opportunities and tell Indian stories with a global lens… transform Excel into a creative global studio.”

Adam Granite, CEO of UMG’s Africa, Middle East, and Asia division, emphasized the strategic fit: “Original soundtracks remain at the heart of India’s fast-growing music market… By investing in and partnering with Excel Entertainment, UMG will be uniquely positioned to contribute from the earliest stage.”

Farhan Akhtar and Ritesh Sidhwani jointly added: “India’s entertainment landscape continues to grow from strength to strength, and this is the perfect moment to build meaningful global collaborations. We’re excited to partner with UMG in what we believe will be a truly creative and transformative alliance—one that unlocks fresh opportunities for artists and repertoire across music, film, and emerging formats. Together, we aim to take culturally rooted stories to the world.”

This deal highlights India’s thriving entertainment ecosystem, with over 375 million OTT viewers and 650 million smartphone users driving demand for music-integrated content. Industry observers see it as a win-win: UMG strengthens its foothold in one of the world’s fastest-growing markets (ranked 15th globally in recorded music revenue), while Excel gains resources to scale ambitious, globally appealing projects.

More details on the new music label and upcoming soundtracks are expected soon. This partnership could redefine how Bollywood harnesses music as a core element of storytelling, opening exciting new chapters for Indian cinema on the world stage.

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Mumbai – India’s leading award-winning Celebrity Management, Films Productions, and Entertainment Marketing company, Approach Entertainment, is thrilled to announce the exclusive signing of renowned Hollywood actor Clayton Norcross for representation in India. Best known for his groundbreaking role as the original Thorne Forrester in the global hit soap opera “The Bold and the Beautiful,” Norcross brings decades of international stardom and versatility to the company’s prestigious roster.

Clayton Norcross has captivated audiences worldwide with his charismatic portrayal of Thorne Forrester, contributing to the iconic series’ enduring success as one of the longest-running dramatic shows in television history, now in its 38th season and syndicated in over 100 countries. His romantic leading man appeal, combined with a confident and elegant on-screen presence, has earned him a devoted global fanbase across continents.

Following his legendary run on “The Bold and the Beautiful,” Norcross expanded his career internationally, starring in leading roles in films and series across Europe, Africa, South America, and the United States. Recent highlights include his protagonist role in the action thriller Last Resort (now streaming on Prime Video), co-starring with British actor Jon Foo; the Italian comedy Ciao Brother; and the French-Italian co-production The Kidnap, filmed in Thailand. His diverse credits also include American hits like Baywatch, JAG, and Hawaii Five-0, as well as international productions such as Air Force One Is Down alongside Linda Hamilton and Jeremy Sisto.

An accomplished writer and producer as well, Norcross co-authored the police action series Brutal Angels, featuring romantic and paranormal elements, which is currently being shopped to major networks. Clayton has a profound love for India and Indian spirituality.

During his recent transformative visit to India, he immersed himself in the yoga ashrams of Rishikesh, explored spiritual destinations from Mumbai to the Himalayas, and praised the spiritual web series Two Great Masters for its authentic portrayal of the teachings of Swami Vivekananda and Paramahansa Yogananda. His deep interest in mindfulness, meditation, and spirituality aligns seamlessly with the ethos of Approach Entertainment Group’s Spiritual initiative, Go Spiritual.

Approach Entertainment will exclusively handle Clayton Norcross’s management, representation, PR, digital initiatives, brand partnerships, events, endorsements, and collaborations in India. This association opens exciting opportunities for cross-cultural projects, Indian film ventures, endorsements, and appearances, bridging Hollywood talent with the vibrant Indian entertainment industry.

Speaking on the collaboration, Clayton Norcross said, “My journey to India and experiences in places like Rishikesh have been life-changing, deepening my connection to Indian spirituality and culture. I am thrilled to partner with Approach Entertainment and Sonu Tyagi to explore meaningful opportunities in this incredible country that holds a special place in my heart.”

Sonu Tyagi, Founder & Director of Approach Entertainment Group, added, “Clayton Norcross is a true international icon whose talent, charisma, and spiritual depth resonate universally. His genuine love for India and its spiritual heritage makes this partnership even more special. We are honored to represent him in India and look forward to creating impactful collaborations.”

Sonu Tyagi is an award-winning writer, director, and producer with professional qualifications in psychology, advertising management, journalism, and filmmaking. Before founding Approach Entertainment Group, he gained extensive experience with India’s top advertising agencies and media houses. He has co-produced the critically acclaimed spiritual web series Two Great Masters, and Sonu Tyagi along with Approach Entertainment are co-producing the upcoming global film Liberation.

He also serves as Creative Producer on upcoming features like the satirical Hindi comedy Camp Decent featuring Brijendra Kala, Rajpal Yadav, Sara Khan, and Hemant Pandey. Through his multifaceted work, Sonu Tyagi blends cinematic expertise with a passion for spirituality and social causes.

Approach Entertainment is a full-fledged entertainment marketing company specializing in Celebrity Management, Films Productions, Advertising & Corporate Films Productions, Films Marketing, Events, and Entertainment Marketing. The group has a strong presence in Mumbai, New Delhi, Gurugram, Goa, Dehradun, Chandigarh, Kolkata, Hyderabad, and Jalandhar.

The Approach Entertainment Group also includes Approach Communications, a leading PR & Integrated Communications agency; Approach Bollywood, a specialized Bollywood newswire; and Go Spiritual, a charitable organization promoting spirituality, philanthropy, mental health, wellness, and social causes. Go Spiritual has recently launched the Go Spiritual News Magazine App and is also planning to launch the Go Spiritual OTT platform soon.

For More Info: Approach Entertainment & Approach Communications

Contact: 9820965004 / 9716962242

Email: info@approachentertainment.com

Visit: www.approachentertainment.com & www.approachcommunications.in

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Pandey’s farewell isn’t just a footnote in the ad world’s ledger; it’s a full-blown eulogy to the storyteller who bridged the gap between boardrooms and baithaks, turning brands into bahus that every household adopted. Born in 1955 in the sun-baked lanes of Jaipur into a family of nine – seven sisters and his brother Prasoon, the ace filmmaker behind hits like Dev D and Black Friday – Pandey was the second son who could charm a cricket ball as easily as a camera lens. A Ranji Trophy cricketer for Rajasthan, a tea taster with a palate for poetry, and even a stint in construction, his life was a montage of detours before destiny dropped him at Ogilvy’s doorstep in 1982.

Picture this: A 27-year-old Pandey, fresh-faced but fierce, walks into an industry stiff with English suits and Western whims. His first script? A humble print ad for Sunlight Detergent. But oh, what a debut – it was the spark that ignited a revolution. Six years in, he bulldozed into the creative department, birthing legends like the cheeky Chal Meri Luna moped jingle that had every small-town boy dreaming of two-wheel freedom, and the unbreakable bond of Fevicol’s “Todo Nahin, Jodo” – remember the bus that wouldn’t budge or the fish that swam against the tide? Those weren’t ads; they were mini-blockbusters, complete with plot twists and punchlines that lingered like a monsoon memory.

And Cadbury? Ah, the chocolatey confessions of “Kuch Khaas Hai Zindagi,” where a girl dances in the rain, turning heartbreak into hijinks. It wasn’t just a campaign; it was a cultural reset, proving that joy could be as simple as a Dairy Milk bar and as profound as a Karan Johar climax. Then came the pug-faced mischief of Vodafone’s ZooZoos – those egg-headed aliens who waddled into our hearts during IPL breaks, making even the most cynical uncle chuckle. Asian Paints’ “Har Ghar Kuch Kehta Hai” whispered secrets from walls, while his polio drives with Amitabh Bachchan thundered like a Bachchan blockbuster, vaccinating millions with hope. Hell, he even penned the patriotic symphony “Mile Sur Mera Tumhara” in 1988, a national integration anthem that feels like AR Rahman’s soul-stirring score.

Bollywood wasn’t just a bystander; Pandey was family. He co-wrote the screenplay for Bhopal Express, a gritty Mahesh Mathai drama starring Naseeruddin Shah that peeled back the scars of the gas tragedy like a raw, unfiltered dialogue. And who could forget his silver-screen cameo as the no-nonsense Cabinet Secretary in John Abraham’s Madras Cafe? There he was, moustache bristling amid espionage and intrigue, delivering lines with the gravitas of a veteran character actor. “Piyush wasn’t just an adman; he was a filmmaker trapped in an advertiser’s suit,” tweeted filmmaker Zoya Akhtar this morning, echoing the sentiment rippling through Bandra’s cafes and Goregaon’s studios.

His political plot twist? The 2014 BJP juggernaut’s “Abki Baar Modi Sarkar” with its cheeky “Achche Din Aane Wale Hain” – a slogan so sticky, it stuck like Fevicol on a voter’s mind. But Pandey, ever the reluctant hero, shied from the spotlight. “A Brian Lara can’t win alone for the West Indies,” he’d quip, cricket bat in hand, crediting his Ogilvy tribe – the team that turned the agency into India’s creative Colosseum, bagging 25 Lions at Cannes under his watch. In 2018, he and Prasoon became the first Asians to snag the Lion of St. Mark lifetime achievement, a global bow to the brothers who exported desi dreams to the world.

Awards? They piled up like Diwali sweets: Padma Shri in 2016, Clio Lifetime Achievement in 2012, and the LIA Legend in 2024. The Ad Club of Mumbai crowned his Fevikwik spot the “Commercial of the Century,” while Cadbury’s run took “Campaign of the Century.” Yet, Pandey mentored from the shadows, schooling global creatives at Berlin’s leadership labs and warning against tech’s tyranny: “Touch the heart, not just the screen,” he’d growl, eyes twinkling like a veteran director spotting raw talent.

Books flanked his legacy too – Pandeymonium (2015), a rollicking ride through his ad odyssey, and Open House with Piyush Pandey (2022), where he spilled chai-side wisdom like a desi guru. His last act? Stepping down as Ogilvy India’s Executive Chairman in 2023 for a Chief Advisor perch, effective January 2024 – a graceful fade-out, head high, legacy etched in every hoarding from Howrah to Hyderabad.

Survived by wife Nita, daughters, and a family tree blooming with talent (sister Ila Arun’s folk anthems still echo in NH10 vibes), Pandey fought the infection valiantly before slipping away. His funeral rites unfold tomorrow, October 25, at 11 AM at Shivaji Park Crematorium, Mumbai – a send-off fit for a legend, where ad whizzes, Bollywood brass, and brand barons will gather under grey skies to share stories, not scripts.

As the sun sets on this chapter, India’s creative cabal mourns not a man, but a movement. “He gave us our grammar,” whispered a teary-eyed colleague at Ogilvy’s Powai perch. From the streets of Jaipur to the silver screens of Cannes, Piyush Pandey didn’t just sell stories – he made us live them. In a world of fleeting reels, his moustache-twirling magic endures, whispering: Kuch Khaas Tha Zindagi Mein Piyush.

Approach Bollywood brings you the glamour, grit, and untold tales from the heart of Indian entertainment. Stay tuned for more on the icons who scripted our dreams.

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Founded in 2024 by third-generation diamantaire Anand Lukhi and co-founder Vedant Lukhi, Lukson was born with a bold mission to shift the diamond conversation from mined opulence to mindful beauty. Backed by the 34-year legacy of the JK Star Group, which includes natural diamonds, luxury jewellery, and pioneering lab-grown diamond ventures, Lukson is India’s first D2C brand to fully own its supply chain, ensuring transparency, quality, and unmatched value.

Vaani Kapoor was chosen as the face of Lukson because she embodies modern elegance, individuality, and confidence. With her contemporary style, aspirational yet relatable presence, and wide connect across audiences, she reflects the ethos of a brand that is rewriting the rules of fine jewellery for a new generation.

Anand Lukhi, Founder & CEO, Lukson, said, “At Lukson, we are redefining what luxury means for today’s consumer. For us, true luxury is sustainable, transparent, and designed for the everyday. Vaani Kapoor perfectly captures this spirit. She represents a generation that embraces individuality while making conscious choices, which is exactly what Lukson stands for. Through this partnership, we aim to inspire India to see lab-grown diamonds not just as an alternative, but as the future of fine jewellery.”

Vedant Lukhi, Co-Founder, Lukson, added, “Vaani’s persona is aspirational yet grounded, stylish yet relatable. Just like Lukson, she bridges tradition with modernity. Together, we want to show that diamonds are no longer about privilege or occasional indulgence. They can be worn every day, gifted often and enjoyed guilt-free. This collaboration is a step forward in making luxury democratic and meaningful.”

Speaking about the association, Vaani Kapoor said, “I am delighted to be the brand ambassador for Lukson and be a part of their journey. Jewellery, for me, is an expression of self, and I believe it should be both beautiful and accessible. What I admire about Lukson is that its designs are minimal yet striking, sustainable yet luxurious pieces. And I look forward to represent a brand that is redefining the future of jewellery in India.”

As part of her role, Vaani will champion Lukson’s signature lab-grown diamond and vermeil collections, and will be seen in festive and occasion-driven campaigns starting this season. With a growing community of conscious buyers, partnerships with leading retail and e-commerce platforms, and a strong D2C presence, Lukson is not just a jewellery label—it is a movement towards clean, inclusive luxury. By combining in-house craftsmanship, ethical sourcing, and forward-looking design, the brand is rapidly emerging as India’s most trusted name in lab-grown diamond jewellery.

As part of this partnership, Lukson has released its new brand films featuring Vaani Kapoor, now live across digital platforms. The campaign celebrates individuality and everyday luxury through minimal yet striking jewellery designs.

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The sale is set to go live on both the Instamart app and the Swiggy app from September 19 to September 28, 2025. To delight consumers this festive season, the Instamart Quick India Movement Sale is set to offer great deals and lightning-fast deliveries. With discounts ranging from 50%-90% off* across categories like electronics, kitchen and dining, beauty, personal care, and toys, the sale is designed to deliver exceptional value and an exciting shopping experience.

For its debut edition, the Instamart Quick India Movement takes inspiration from Bollywood superstar Ajay Devgn’s own legendary entry into Indian cinema. The brand film is a direct homage to his unforgettable debut and marks a full-circle moment for the actor. Over three decades ago, Devgn burst onto the scene in Phool Aur Kaante, performing the now-iconic stunt of balancing in a split between two moving motorcycles, a moment that became etched in Bollywood history and cemented his status as a self-made action icon.

Conceptualised to be intentionally absurd, deeply nostalgic, and unapologetically over the top, the film has been crafted as a cultural flashpoint that captures the meme-driven spirit of this generation. The Instamart Quick India Movement film opens with Ajay Devgn making a striking entry, hair fluttering in the wind, declaring with trademark intensity: “Jo mujhe chahiye, abhi chahiye. Main kisi ke saamne haath nahin failata.” Backed by a playful score “I just splitttt”, the camera pulls back to reveal his iconic split. This time, however, it’s not on motorcycles but on everyday essentials: a speaker under one leg and a water jug under the other, which then transform into a ladder, toys, and more, reflecting the pace of India’s evolving needs. As the visuals unfold, Devgn’s voiceover cuts through: “Instamart Quick India Movement — Sale starts 19th September. Daud ke discount lega India.”

Commenting on the campaign, Mayur Hola, VP – Brand Marketing at Swiggy, said, “Who better than Ajay Devgn to front India’s quickest ever quick commerce sale? His split launched him into Bollywood, and three decades later, it is launching India’s quickest sale. India doesn’t wait, it takes what it wants, when it wants it. Like Ajay, who has quietly built himself into one of India’s most enduring icons, Instamart too has, over the past five years, gone from creating a category that didn’t exist to becoming a household name. With this campaign, we’ve taken that spirit and multiplied it – quite literally. This film doesn’t just sell deals. It’s intentionally absurd. It’s nostalgic. It’s over the top. It’s this generation’s meme in cinematic form.”

Commenting on his association with the campaign, Ajay Devgn said, “Instamart has always found new ways to innovate, and now they have given my Phool Aur Kaante stunt a twist. The Quick India Movement is all about bringing speed and ease to everyone!”

With Indians increasingly enjoying the convenience of on-demand delivery, festive shopping on Instamart has reached record highs throughout 2025, driven by key occasions such as Holi, Father’s Day, Mother’s Day, and Rakhi. What began as a grocery-focused platform has expanded to encompass a diverse range of categories, including electronics, beauty and personal care, home and kitchen essentials, gifting, and toys. This trend also underscores the adoption of quick commerce across India, with Tier II cities and beyond emerging as growth engines.

To make the Quick India Movement 2025 sale even more rewarding, Instamart has tied up with leading banks and wallets to offer big savings. Shoppers can enjoy up to 10% off with Axis Bank, RBL Bank, HSBC, and IDFC Bank, along with an extra 10% cashback for Swiggy HDFC Bank Credit Card users. Digital payment offers include up to ₹150 cashback on Amazon Pay, flat ₹50 off via Simpl, and assured cashback up to ₹200 on MobiKwik UPI.

The post Ajay Devgn’s Iconic Split Returns for Instamart’s Quick India Movement Sale first appeared on Approach Bollywood.

She joins the brand at a time when women’s fashion is embracing a big shift. Relaxed fits, wide legs and looser silhouettes are no longer just seasonal trends, they’re becoming essential every day. And Levi’s^®, long known for defining what denim means, is at the forefront of this evolution. With Alia leading the way, that shift is about to go mainstream.

Levi’s^® and Alia are united by a shared vision – to reflect how a new generation wants to dress, and to evolve the brand beyond classic fits to style-first, trend-forward relevance. Whether it’s loose fits, wide leg, or reinvented classics, Levi’s^® women’s portfolio is evolving, and Alia is the perfect catalyst for this next chapter.

Levi’s^® will continue to innovate with new fits and styles, while staying true to what it has always stood for – timeless denim, made for now.

About Levi’s brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become one of the most recognizable garments of clothing in the world, capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading denim and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style.

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As Milind comes on board, Fitelo is differentiating itself from fad diets and quick fixes by focusing on sustainable, long-term results. At the age of 59, with his consistency, natural living, and perpetual energy, Milind proved that true health comes from everyday choices, not quick tips. Fitelo, which won support on Shark Tank Season 4, has already impacted 1.2 crore lives in 70+ countries following the same principle, providing personalized nutrition and fitness instruction to help people form long-term habits.

As a part of this collaboration, Fitelo will soon launch a series of campaigns with Milind, including “Lose2Win”, where customers who achieve the best transformation will be rewarded with 100% cashback every week. It reflects Fitelo’s belief that health is the best investment you can make, and now, it even pays you back.

“I’ve always believed that fitness is about consistency, balance, and enjoying the journey — not shortcuts,” says Milind Soman, Model, Actor, and film producer. “It makes my collaboration with Fitelo feel more natural. Together, we are embracing people across India to adopt a healthy way of life.”

“At Fitelo, we believe fitness is a lifelong journey, not a quick fix,” said Sahil Bansal and Mehakdeep Singh, Founders of Fitelo. “Milind embodies that belief better than anyone else in the country. His consistency, truthfulness, and determination for overall wellness bring together perfectly align with our mission of evolving lives through health practices. We are promoting India to make smarter and healthier choices.”

Fitelo aims to influence India to achieve sustainable wellbeing and long-term health. Through collective activities, digital films, and content designed by Milind’s lifestyle Values, the collaboration will encourage people to take control of fitness in their lifestyle. Together, they’re changing fitness as a journey of consistency and lasting wellbeing.

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This partnership reflects Samantha’s expanding focus on wellness entrepreneurship. Known for her openness about her personal health journey and commitment to mindful living, fitness, and clean choices, Samantha’s association with ZOY represents a natural extension of her advocacy for healthier lifestyles and women’s empowerment.

India’s menstrual hygiene market, projected to reach $1.3 billion by 2030 (12% CAGR), continues to be dominated by plastic-heavy and chemically processed products that have been linked to fertility issues, PCOS, UTIs, and chronic discomfort. ZOY is disrupting this space with a differentiated portfolio, including:

• Medicated Strip Sanitary Napkins with nine functional health benefits, from rash prevention to UTI healing.
• Herbal Strip Sanitary Napkins infused with seven potent herbs to ease pain and promote balance.
• India’s First Snow Lotus Therapy Pad, a patented innovation to regulate cycles, support PCOS management, and detoxify the uterus.
• Sustainable Period Solutions such as reusable period panties and eco-friendly menstrual cups.

Speaking on the vision behind the brand, Maheshwari Moorthy, Founder of ZOY, said, “ZOY was born out of the belief that menstrual health must never be compromised. For decades, women have been using products that damage their well-being. At ZOY, we are rewriting that story—creating menstrual solutions that are safe, nurturing, and wellness-driven. Having Samantha join as Co-Founder strengthens our mission. She brings not only influence but authenticity, given her personal wellness journey and commitment to clean living.”

Adding her perspective, Samantha Ruth Prabhu, Co-Founder of ZOY, shared, “Wellness has been at the core of my personal journey—whether it’s through fitness, mindful nutrition, or embracing clean, conscious living. Partnering with ZOY is an extension of that path. For me, this is not just about menstrual care, it’s about rethinking women’s health as a whole. I want women to feel empowered to make informed, healthier choices about their bodies. With ZOY, we are building a brand that is toxin-free, holistic, and designed to create a real shift in how women experience their cycles.”

Beyond its product innovations, ZOY is building a wellness movement, not just a hygiene brand. Its Zoypreneur Affiliate Program empowers women to champion menstrual health in their own communities while fostering financial independence. The brand is targeting a pan-India footprint within 24 months through direct-to-consumer platforms (www.zoycare.com), e-commerce tie-ups, and offline retail presence.

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Film Stars and Sports Icons Dominate

Film stars commanded a 74% share of celebrity-led TV ad volumes, followed by sports personalities at 19% and television stars at 7%. Shah Rukh Khan led the pack with an impressive average visibility of 27 hours per day across TV channels, closely followed by cricket legend M.S. Dhoni at 22 hours. Other prominent names included Akshay Kumar (12 hours), Ranveer Singh, Amitabh Bachchan, Ananya Panday, Ranbir Kapoor, Anushka Sharma, Rahul Dravid, and Virat Kohli.

Sectoral and Gender Trends

The report highlights that Food & Beverages (23%), Personal Care/Personal Hygiene (17%), and Household Products (8%) accounted for nearly half of all celebrity-led ads. A clear gender divide emerged: male celebrities dominated Food & Beverages ads with a 63% share, while female celebrities led Personal Care endorsements at 58%. Across the top 10 sectors, male celebrities held a 67:33 advantage over their female counterparts.

Key product categories included Toilet/Floor Cleaners (8%), Aerated Soft Drinks (6%), and Toilet Soaps (6%), which together made up 40% of celebrity-endorsed ad volumes. Notably, the Ecom-Gaming category stood out, attracting endorsements from 38 celebrities, reflecting its growing prominence in the Indian market.

Brand and Couple Endorsements

M.S. Dhoni topped the brand endorsement chart, representing 43 brands, up from 42 in 2024. Shah Rukh Khan followed with 35 brands, while Amitabh Bachchan endorsed 28, down from 41 last year. Celebrity couples also played a significant role, with Deepika Padukone and Ranveer Singh leading at 23 brands, followed by Anushka Sharma and Virat Kohli (19), and Akshay Kumar and Twinkle Khanna (20). Together, these power couples drove over 40% of couple-led endorsement volumes.

Evolving Advertising Strategies

The decline in celebrity-led ads suggests brands are increasingly balancing star power with non-celebrity campaigns to capture consumer attention in a competitive market. The rise of Ecom-Gaming, alongside traditional categories like spices (27 celebrities) and building materials (29), points to evolving sectoral priorities.

As marketers navigate changing consumer expectations, the TAM AdEx report underscores that celebrities like Shah Rukh Khan and M.S. Dhoni remain vital for driving visibility and recall, even as brands adapt to a dynamic advertising landscape.

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Ashok Jain, Managing Director of JK Masale, said, “In Saif Ali Khan, we see a reflection of our own journey. His royal lineage, refined persona, and the trust he commands make him a natural fit for a brand like ours. This partnership goes beyond endorsement, it is a union of legacies, where tradition and modern taste come together.”

The campaign featuring Saif Ali Khan focuses on the themes of royalty and heritage, authenticity and trust, and modern sophistication. JK Masale has been present in Indian kitchens for over six decades, a legacy mirrored by Saif Ali Khan’s long-standing cultural and cinematic lineage. The brand’s reputation for purity and consistency is reflected in Saif Ali Khan’s enduring presence in the public domain, while both the company and its new ambassador combine tradition with a refined, forward-looking sensibility.

JK Masale is also investing in a new manufacturing facility in Jaipur, which will include advanced grinding units, cold storage, and precision packaging systems. The facility is expected to increase production capacity by 1,480 tonnes per month to meet domestic and international demand. The brand exports to markets including the UK, South Korea, Vietnam, Hong Kong, Thailand, and Bhutan. JK Masale said the partnership with Saif Ali Khan highlights its focus on maintaining legacy while embracing innovation and expansion.

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