Melody Khao, Khud Jaan Jao — How a ₹1 Toffee Got 100 Million Views, Crashed the Wrong Stock, and Gave India Its Greatest Unscripted Ad

Forget chocolate. The real FMCG war is happening in the ₹1 candy jar on your kirana counter. Inside India's ₹5,200 crore sugar confectionery market — hard-boiled candy, jellies, gums, eclairs, and soft mints — the five categories that feed a billion impulse purchases a day.

Is MS Dhoni right fit for UPI?

BHIM Payments App signs MS Dhoni as brand ambassador. We break down the news, the UPI duopoly context, why this is a strong strategic fit, where the risks lie, and what it teaches every marketer about how celebrity endorsements actually work — and when they don't.