MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
Brands
BigBasket appoints Google Pay’s Arpit Jaiswal as chief growth officer
The Google Pay veteran will lead product, user acquisition and market expansion at the Tata-backed grocer
BENGALURU: BigBasket is not done building. The Tata-backed online grocery and quick commerce platform has appointed Arpit Jaiswal as its chief growth officer, bringing in a seasoned hand from the world of fintech to sharpen its edge in one of India’s most fiercely contested consumer markets.
Jaiswal arrives from Google Pay, where as head of growth and group product manager he oversaw large-scale user acquisition through partnerships and AI-led interventions, managed OpEx discipline and P&L optimisation for India operations, and helped shape product strategy around rewards-led growth and unit economics. He is an alumnus of the Indian Institute of Management Ahmedabad.
At BigBasket, he will take charge of growth across product, user acquisition, retention and market expansion, working across teams to deepen customer engagement, drive monetisation efficiency and extend the platform’s reach into both urban and emerging markets.
Hari Menon, founder and chief executive of BigBasket, made no attempt to undersell the moment. “As the market evolves, the ability to drive sustainable, high-quality growth becomes critical,” he said. “Arpit’s deep experience in scaling consumer platforms with a strong focus on efficiency and innovation will be instrumental as we continue to strengthen our market position.”
Jaiswal, for his part, sounded ready. “BigBasket has built a strong and trusted platform in a category that is becoming increasingly integral to everyday life,” he said. “I look forward to working with the team to unlock the next wave of customer value, scale, and operational excellence.”
The quick commerce space in India is moving fast and getting crowded. BigBasket is making clear it intends to move faster.
