Borosil targets 10 crore consumers for Vita Rich Juicer

Borosil has opened a nationwide, multi-platform campaign for its Vita Rich Juicer, targeting more than 10 crore consumers across Tier 1 and above cities. The push runs from October 15 to December 15, 2026, and spans live cricket, entertainment, television, OTT and digital platforms.

01 · From live cricket to the newsroom

The campaign’s anchor is the India vs New Zealand T20 series on Sony LIV, running from October 24 to November 1. Borosil is using display advertising and product films on the streaming platform, placing the juicer in front of a live cricket audience.

The media plan reaches beyond sport:

• Sony LIV: product films during the T20 series and presence in Family Full House with Rohit Sharma.
• Prime Video: mobile and connected TV advertising.
• News television: Aaj Tak, NDTV 24×7, ABP Ananda and MH One.

02 · The content layer

Borosil is pairing paid reach with a digital communication strategy around fresh juice and everyday kitchen routines. Chef Harpal Singh Sokhi will feature the juicer in food content, while influencer collaborations will show healthy recipes and ways to make fresh juice part of daily life.

03 · Why this matters

Kitchen appliances are typically considered purchases, not impulse buys. By placing the Vita Rich Juicer inside live cricket, family entertainment and news, Borosil is building broad mental availability at moments when consumers are already leaning in. The content layer then tries to make the product feel like a routine rather than a one-off gadget purchase.

Barnali Shankar, VP Marketing at Borosil Ltd., said the brand wants to make fresh juice “a more accessible part of their everyday lives.”

04 · Marketing take

For brand leaders, the lesson is not just to buy reach but to attach it to a habit. A live sports slot creates salience, and creator-led food content turns that attention into usage. If the campaign works, the Vita Rich Juicer becomes the tool for a daily juice routine rather than another appliance on the shelf.

Source: MediaNews4U

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.