Brands cook up a storm with cricketers

Cricket is a passion for most Indians. So is food. Imagine marrying the two — the brand engagement can go up 10X. This IPL season has seen two such combos from brands that are captivating fans. Kolkata Knight Riders (KKR) has started Knight Bite, an exciting new long-term initiative that brings fans closer to their favourite players through food. KKR has partnered with kitchen appliances brand TTK Prestige for a five-episode digital series #Let’sGetCooking with Knight Bite. Hosted by celebrity chef Kunal Kapur, the show offers fans a behind-the-scenes look at KKR players as they cook, chat, and take on fun kitchen challenges. The first episode offers us tantalising flavours of Kolkata Biryani and Rinku Singh’s journey, even as Gurbaz and Moeen Ali spice things up.

Meanwhile, AWL Agri Business’ brand Fortune Soya Chunks has hit upon the same recipe. The 45-minute video sees cricket icon Sourav Ganguly pick up a pan under the direction of chef Sanjyot Keer and answer his queries on which IPL team would do well.

Fan moment

Speaking of cooking videos, Farah Khan’s food show and her banter with her cook Dilip have been charming the internet. Polycab India has used the duo to great effect in a fun and quirky digital campaign that introduces its all-new Super ROI fan. Dilip surprises Farah by saying “his fans have arrived”, only to reveal the real stars — the high-performance Polycab Super ROI fans.

Life’s great investments

Publicis India’s new film for HDFC Asset Management, ‘Hum Sab Investors Hain’, draws parallels between financial investments and the everyday risks and choices we face in life. The story follows the journey of a baby girl, from the day her parents bring her home from the hospital. As she grows up, her family invests in her future — nurturing her, guiding her, and supporting her dreams. Over time, their timely investments and consistent steps lead to significant rewards. The film, with its emotional story, simplifies the idea of financial concepts.

A hard case

First there was an intriguing tweet exchange between cricketer Jaspreet Bumrah and wife Sanjana Ganesan, leaving fans guessing. Turned out it was setting the stage for luggage brand Uppercase’s brand film, which features a skirmish between the couple. She throws his suitcase from a high floor and nothing happens to it, as Bumrah gloats. So who has the last punchline? Worth a watch.

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Published on April 20, 2025