Author: admin

Mumbai, April 17: Parle Products, has unveiled its latest campaign for Parle Magix, titled ‘Masti Ka Fix’. Designed to celebrate imagination and a light-hearted spirit, the campaign brings alive the playful essence of the brand, turning everyday moments into fun, memorable experiences.

The film showcases a young boy and his friend as they embark on a fun-filled journey powered by the “magic” of Parle Magix. What begins as a simple question whether Magix truly has magic quickly unfolds into a series of imaginative, larger-than-life moments. From parting crowds on a busy street to playfully disrupting a gym scene and even fast-forwarding school time, the narrative captures the sense of wonder, exaggeration, and everyday mischief that resonates universally.

Rooted in fun, spontaneity, and exaggeration, the campaign highlights how Parle Magix transforms everyday moments into exciting experiences. It reinforces the brand’s positioning as a playful, tasty treat that adds a dash of “masti” to daily routines whether at work, during breaks, or while sharing moments with friends and family.

With this campaign, Parle Magix aims to deepen its emotional connect with a wider audience while strengthening its position as a go-to cream biscuit for fun and indulgence. Its unique flavours and affordable pricing further enhance its appeal as an accessible treat for everyday enjoyment.

Commenting on the campaign, Mayank Shah, Chief Marketing Officer, Parle Products, said,

“Parle Magix has always stood for adding joy to everyday moments. With ‘Masti Ka Fix’, we have built on a simple insight, people naturally bring imagination and fun into the ordinary. This theme allowed us to create a campaign that is both relatable and memorable, using storytelling to drive stronger brand recall and engagement. Through this, we aim to deepen our connect with consumers and reinforce Magix as a playful, affordable treat that fits seamlessly into everyday snacking moments.”

Adding to this, Carlos Pereira, CCO & Founder, Carlos Creatives, said,

“The idea was to bring alive the exaggerated imagination that people experience every day. We wanted to create a world where a simple biscuit could unlock moments of magic and mischief. ‘Masti Ka Fix’ captures this beautifully, blending relatability with playful storytelling that resonates widely.”

Launched in 2010, Parle Magix is a cream biscuit range known for combining crunchy biscuits with smooth, flavourful cream. With popular variants such as Chocolate, Orange, Elaichi, Strawberry, and unique dual flavours like Mango-Pineapple and Mango-Coconut, Magix has steadily built a strong presence, becoming a favourite for everyday snacking.

As part of a comprehensive 360-degree rollout, the campaign will be launched across television and digital platforms to maximise reach and engagement among a wide consumer base.

Campaign Credits:

• Client: Parle Products Private Limited
• Brand: Parle Magix
• CMO: Mayank Shah
• Product Manager: Nivesh Gupta
• Deputy Brand Manager: Suraj Kaul
• Creative Agency: Carlos Creatives
• Production House: Bubble Wrap Films
• Director: Arjun Chakradhar

 

Apr 17 (BNP): Bank lending in India picked up strong momentum in FY26, with credit expanding by 16.08% year-on-year, marking its fastest growth since FY24, when growth had crossed 20%, according to Reserve Bank of India (RBI) data.

Deposits also showed healthy traction, rising 13.47% YoY—its strongest pace in the same period. Total bank credit stood at ₹213.61 trillion, while deposits reached ₹262.30 trillion.

In the fortnight ended March 31, credit rose sharply by 2.8% (₹5.92 trillion), compared with a marginal 0.1% increase in the previous fortnight. Deposits grew even faster during the same period, up 4.87% (₹12.18 trillion). However, analysts noted that year-end figures may appear elevated due to changes in RBI reporting dates.

Market experts said credit growth has improved in recent months, led by strong demand from corporates, MSMEs, and retail borrowers, particularly in segments like gold loans. Lower lending rates have also encouraged companies to shift back to bank borrowing, as bond market yields remained relatively high.

According to industry experts, external funding avenues such as overseas borrowing have become costlier due to elevated global yields and currency volatility, further boosting reliance on domestic bank credit.

Data shows major lenders including State Bank of India, HDFC Bank, ICICI Bank, Axis Bank, and Kotak Mahindra Bank have reported strong growth across corporate and MSME loan segments.

Analysts also pointed out that bond market activity has remained subdued due to higher yields, while tighter global financial conditions have constrained external commercial borrowing. This has further strengthened banks’ role as key lenders in the system.

However, experts cautioned that sustaining this pace of credit growth will require stronger deposit mobilisation, as rising credit demand is already creating pressure on liquidity and balance sheets. Banks have increasingly relied on certificate of deposits (CDs) to bridge funding gaps, with issuances rising sharply during FY26.

Overall, while credit momentum remains strong, analysts expect banks to focus on deposit growth and funding stability to support sustained lending expansion going forward.

New Delhi, Apr 17 (BNP): India is steadily strengthening its position in the global clean energy transition through a combination of policy support, technological development, and industry participation, Union Minister Jitendra Singh said on Thursday.

Addressing the World Hydrogen Energy Summit alongside the World Petrocoal Congress in New Delhi, he said India is pursuing a balanced energy strategy that integrates sustainability with energy security, while advancing across multiple sectors including green hydrogen, nuclear energy, and renewables.

The Minister highlighted that India is actively developing indigenous capabilities in key technologies such as electrolyzers and is encouraging greater public-private collaboration to accelerate innovation and scale-up clean energy solutions.

He noted that under the National Green Hydrogen Mission, the country is targeting large-scale adoption of alternative fuels to decarbonise industries such as steel and cement, while also working to reduce production costs through domestic manufacturing.

On nuclear energy, he said India is aiming for 100 GW of capacity by 2047 under its Nuclear Energy Mission, along with development of small modular reactors, including indigenous projects currently in progress.

Dr. Singh also pointed to planned investments in the oil and gas sector and efforts to expand exploration areas, while increasing the share of natural gas in the energy mix as part of a broader transition strategy.

He added that emerging sectors such as electric mobility, battery recycling, and renewable manufacturing are creating new green job opportunities and supporting India’s shift toward a low-carbon economy.

Overall, the Minister said India’s demographic strength, innovation ecosystem, and policy direction position it as a key player in global decarbonisation efforts while ensuring long-term energy security.

New Delhi, Apr 17 (BNP): India’s share of the global economy is projected to grow steadily over the long term, reaching around 7% by 2050, according to a report by McKinsey & Company.

The report attributes this expected rise to a combination of factors, including strong domestic demand, ongoing structural changes in the economy, and the expanding role of private capital and alternative investment markets. These developments, it notes, are helping unlock new sources of funding for businesses and supporting broader economic expansion.

It also highlights India’s demographic advantage, rapid urbanisation, and accelerating digital adoption as key drivers that could strengthen growth momentum in the coming decades.

At the same time, McKinsey cautions that maintaining this trajectory will depend on sustained reforms, productivity improvements, and deeper integration with global trade and investment flows.

Overall, the findings underline India’s growing weight in the global economy, with the country expected to play a more prominent role in shaping global growth trends by mid-century.