Brands
Thums Up backs Battleground S2 as Priyanka, Rahul join mentors
Amazon MX Player show returns with new faces and high-energy brand push
MUMBAI: Thums Up has come on board as the presenting partner for Battleground Season 2, as Rusk Media gears up to bring back its high-energy reality format on Amazon MX Player this April.
The new season introduces fresh mentors, with Priyanka Chahar Choudhary and Rahul Chaudhary joining returning face Abhishek Malhan. Leading the charge once again is Shikhar Dhawan as super mentor, adding star power and continuity to the format.
Positioned as a fitness-driven reality show, Battleground S2 blends strength, endurance and strategy, with teams such as Delhi Dominators, Mumbai Strikers and Telugu Tigers competing across physically and mentally demanding challenges. The format is designed for mobile-first audiences, extending beyond episodes into social media, creator collaborations and community engagement.
The addition of Thums Up as presenting partner underscores the show’s growing appeal among advertisers looking to tap into youth and mass audiences. The brand integration is built into the narrative, allowing it to move beyond traditional ad placements and become part of the viewing experience.
Speaking about the new season, Rusk Media co-founder and CEO Mayank Yadav said, “Battleground has grown into one of our most exciting IPs because of its ability to connect with audiences at scale while staying deeply rooted in culture. With Season 2, we’re expanding that vision further by building it as a Bharat-first premium property that reflects diverse voices from across the country.”
On the brand integration approach, Rusk Media head of ads Rahul Arora said, “Battleground S2 is designed as a high-impact advertising environment where brands can go beyond visibility and become part of the story. The scale of the IP, combined with daily engagement and strong regional connect, allows us to offer partners meaningful integrations across formats.”
Sharing her experience, Priyanka Chahar Choudhary said she is excited to lead the Mumbai Strikers, highlighting the competitive spirit and emotional connect of the format. Rahul Chaudhary added that the show’s focus on discipline and teamwork aligns closely with his sporting philosophy.
With a stronger mentor line-up, deeper brand partnerships and an expanded digital footprint, Battleground Season 2 is shaping up to be more than just a show. It is positioning itself as a full-fledged content ecosystem where entertainment, community and commerce come together.
Brands
Mother’s Recipe launches Summerwala Sharbat range
Five nostalgic flavours priced at Rs 215 aim to tap summer refreshment demand.
MUMBAI: Call it a sip of summer nostalgia, Mother’s Recipe is bottling childhood memories and pouring them back into the present. The homegrown ethnic food brand has introduced its Summerwala Sharbat range, a five-flavour line-up designed to recreate the familiar tastes and rituals of Indian summers, while catering to modern consumption habits. The range features Mango Panna, Rose Syrup, Jeera Masala Syrup, Khus Syrup and Lemon Ginger Squash, each rooted in flavours that have long defined seasonal refreshment across Indian households. From the tang of raw mango to the cooling comfort of khus, the portfolio leans heavily into recall, not reinvention.
At a time when brands are increasingly leaning on nostalgia as a strategic lever, Mother’s Recipe is positioning Summerwala Sharbat as both a functional beverage and an emotional cue. The idea is simple: revive the small, everyday rituals post-play drinks, family gatherings, the clink of ice in a glass that once defined summer afternoons.
The products are packaged in 750 ml PET bottles and priced at Rs 215, targeting both routine household consumption and social occasions. Distribution spans leading e-commerce platforms as well as select offline retail outlets.
Mother’s Recipe executive director Sanjana Desai said the intent was to bring back flavours tied to “taste, routine and home”, while making them relevant for today’s consumers.
The move reflects a broader shift in the beverages market, where heritage-led storytelling and familiarity are increasingly being used to stand out in a crowded, innovation-heavy category.
With Summerwala Sharbat, Mother’s Recipe isn’t just selling a drink, it’s selling a season, one glass at a time.
