Horlicks has officially entered India’s ready-to-drink (RTD) milkshake category with a new product launch, expanding its portfolio in the country’s fast-growing convenience beverage market. The move reflects the brand’s strategy to evolve beyond its traditional powdered nutrition offerings and strengthen its presence in modern consumption formats.

The launch comes at a time when Indian consumers are increasingly seeking convenient, portable, and nutrition-led food and beverage options. Busy lifestyles, changing eating habits, and rising demand for on-the-go products have accelerated growth in the RTD segment, making it a highly competitive and opportunity-driven category.

By stepping into the milkshake space, Horlicks is combining its trusted nutritional legacy with the ease and convenience of ready-to-consume beverages. The new offering is expected to appeal to families, working professionals, young adults, and consumers looking for quick nutrition without sacrificing taste or accessibility.

The expansion also reflects broader shifts in consumer behaviour, where convenience, flavour, and functional benefits are becoming equally important purchase drivers. Supported by modern retail expansion, quick commerce growth, and digital shopping trends, ready-to-drink beverages are gaining stronger visibility across urban and emerging markets.

A key part of Horlicks’ strategy is extending its established health-focused brand identity into new consumption occasions while maintaining familiarity among loyal consumers. The RTD milkshake format allows the brand to diversify its offerings and participate more actively in a category witnessing rapid innovation and rising consumer interest.

With this launch, Horlicks reinforces its focus on product innovation, category expansion, and evolving nutrition trends, positioning itself to capture growing demand in India’s dynamic ready-to-drink beverage landscape.

Licious has launched its latest campaign, ‘Mother of All Momos’, tapping into India’s growing obsession with momos while expanding its footprint in the ready-to-cook food category. The campaign celebrates the emotional connection consumers share with one of India’s most popular comfort foods.

Instead of positioning momos as just another product offering, Licious builds the campaign around the country’s deep-rooted momo culture. The communication highlights the brand’s attempt to deliver a premium, convenient, and consistent at-home momo experience while retaining the familiar appeal of street-style flavours.

The campaign follows a multi-platform marketing strategy spanning digital content, cinema, creator collaborations, out-of-home advertising, quick commerce integrations, and community activations. By engaging consumers across multiple touchpoints, Licious transforms its category expansion into a broader cultural conversation.

A key strength of the initiative lies in its regional storytelling approach. In Delhi-NCR, where momos are deeply embedded in local food culture, the brand leans into humour, creator-led content, and city-specific narratives. In Mumbai, the messaging positions momos as a quick, comforting food choice suited to fast-paced urban lifestyles.

The campaign also reflects a wider trend in food marketing, where brands increasingly use culture-led storytelling to create stronger consumer engagement. Rather than relying solely on product promotion, Licious focuses on behaviour, cravings, and shared food experiences.

With ‘Mother of All Momos’, Licious strengthens its positioning in a highly competitive category while reinforcing its promise of trust, convenience, and quality. The campaign demonstrates how brands can turn everyday food habits into relatable and high-impact storytelling.

Flipkart has introduced a culturally rich and entertaining campaign for its ‘Sasa Lele’ Summer Sale, drawing inspiration from Kerala’s unique twin village storytelling style. The campaign blends humour, local flavour, and relatable characters to create a refreshing take on sale-driven advertising.

Rather than focusing solely on discounts and offers, the campaign builds an engaging fictional world rooted in Kerala’s vibrant culture and community spirit. Through quirky interactions and slice-of-life storytelling, Flipkart transforms a promotional campaign into a memorable entertainment-led experience that resonates with audiences across regions.

The creative execution heavily incorporates regional nuances, from the setting and visual aesthetics to the conversational tone and character dynamics. This localisation strategy adds authenticity to the narrative, helping the campaign connect more deeply with viewers while standing out in an increasingly crowded digital advertising space.

At its core, the campaign celebrates the excitement and anticipation surrounding shopping festivals. Instead of pushing transactional messaging, the storytelling naturally integrates Flipkart’s Summer Sale proposition into everyday moments, making the communication feel organic and engaging.

The initiative also reflects a larger industry trend where brands are investing in culturally rooted storytelling to strengthen audience engagement. As consumers increasingly respond to content that feels personal and locally relevant, regional narratives are becoming powerful tools for driving recall and emotional connection.

With the ‘Sasa Lele’ Summer Sale campaign, Flipkart successfully combines commerce with culture, creating a campaign that is both entertaining and strategically effective. The initiative reinforces the brand’s ability to adapt large-scale retail messaging into stories that feel local, relatable, and emotionally resonant for diverse Indian audiences.