YES Bank Starts FY27 With Strong Growth Momentum, Higher Profitability, Improved Asset Quality And Rating Upgrades

Key Highlights:

* The Bank earned a net profit of INR 1,071 crores in Q1 FY27, up 33.7% Y-o-Y

* Total Deposits stood at INR 3,15,373 crores, up 14.3% Y-o-Y

* CASA Ratio at 32.7% v/s 32.8% in Q1FY26 and 35.1% in Q4FY26

* Net Advances at INR 2,85,118 crores, up 18.3% Y-o-Y

The Bank's operating profit grew to INR 1,704 crores in Q1FY27, up 25.5% Y-o-Y

YES BANK announced strong financial results for Q1FY27, showing growth in profitability, improved asset quality, and multiple upgrades by rating agencies.

The Bank reported a net profit of INR 1,071 crore in Q1FY27, registering a robust Y-o-Y growth of 33.7% over Q1FY26, underscoring the sustained momentum in earnings. The Bank’s Net Interest Income stood at INR 2,786 crore for Q1FY27, a growth of 17.5% Y-o-Y. The Non-Interest Income grew to INR 1,798 crores, up by 2.6% Y-o-Y.

The Bank's cost-to-income ratio improved to 62.8% from 63% in Q4FY26 and 67.1% in Q1 FY26. The Return on Assets (RoA) was at 0.9% in Q1FY27, versus 1.0% in Q4FY26. Total deposits grew 14.3% Y-o-Y to INR 3,15,373 crores. CASA deposits grew by 14.3% Y-o-Y to INR 103,233 crores. The CASA ratio stood at 32.7% in Q1FY27.

Retail Assets disbursements remained strong, and grew by 27.5% Y-o-Y. YES BANK's asset quality in Q1FY27 remained strong, as GNPA Ratio stood at 1.3% in Q1FY27 which is down 30 bps Y-o-Y, and NNPA Ratio stood at 0.2% Y-o-Y. The Provision Coverage Ratio (PCR) stood at 81.7% - which is amongst the top quartile within the peer set

Commenting on the results and financial performance, Mr. Vinay M. Tonse, Managing Director & Chief Executive Officer, YES BANK said, “YES BANK has begun FY27 on a strong footing, with Q1 Net Profit growing ~34% Y-o-Y to INR 1,071 Crs. We delivered higher core earnings even as gains from Security Receipts and treasury fell sharply - clear evidence that the underlying franchise is strengthening. Margins held steady at 2.7%, cost-to-income improved further, and asset quality strengthened as slippage eased. We also earned meaningful external validation this quarter — rating upgrades from Moody's, CARE and ICRA, and our inaugural international rating from S&P Global. Growth was broad-based, including sustained momentum in Retail disbursements. Looking ahead, our focus is clear: deepen the core, sustain profitability, and create a resilient franchise that delivers lasting value for every stakeholder.”

During the quarter, YES BANK has received multiple upgrades from credit rating agencies such as - Moody's upgraded to ‘Ba1’/ Stable, CareEdge upgraded to ‘CARE AA+ (Stable)’ and ICRA upgraded to ‘AA (Stable)’.

The Bank also received its inaugural international credit rating of ‘BB+’ / Stable from S&P Global. On the ESG front, the Bank was included in the FTSE4Good Index Series for the fourth consecutive year and was recognised as the 'Most Sustainable Bank' at the Business Today – India's Most Sustainable Companies 2026 summit and awards. Additionally, the Bank was recognised among the Top 25 India's Best Workplaces™ in BFSI 2026 by Great Place to Work® India.

About YES BANK

YES BANK is one of the leading new generation private sector banks in India, headquartered in Mumbai. The Bank offers a wide range of banking services such as Corporate & Institutional Banking, Retail Banking, MSME, Transaction Banking and Treasury. The Bank has over 1300 branches, 200+ Business Correspondent Banking Outlets (BCBOs) and more than 1350 ATMs (including CRMs and BNAs) spanning across 300 districts of India. YES BANK operates an International Banking Unit (IBU) at GIFT City and also has a Representative Office in Abu Dhabi, strengthening its cross-border capabilities.

YES Securities, a subsidiary of the BANK provides a wide range of broking and investment products to Retail, HNI, and Institutional clients. YES Foundation, the CSR arm of YES BANK drives social impact agenda across areas such as livelihoods, education, skilling, sustainability and community development, reinforcing its commitment to responsible and inclusive banking.

For more information, visit the Bank's website at https://www.yes.bank.in/     

Kotak Mahindra Bank Records Standalone PAT For Q1FY27 At ₹ 4,123 Crore, Up 26% YoY

* Consolidated PAT For Q1FY27 At ₹ 5,480 Crore, Up 23% YoY

The Board of Directors of Kotak Mahindra Bank (“the Bank”) approved the unaudited standalone and consolidated results for the quarter ended June 30, 2026, at the Board meeting held in Mumbai, today.

Kotak Mahindra Bank standalone results

The Bank’s PAT for Q1FY27 increased to ₹ 4,123 crore, up 26% YoY from ₹ 3,282 crore in Q1FY26 (up 2% QoQ from ₹ 4,027 crore in Q4FY26).

Net Interest Income (NII) for Q1FY27 increased to ₹ 7,928 crore, up 9% YoY from ₹ 7,259 crore in Q1FY26 (up 1% QoQ from ₹ 7,876 crore in Q4FY26).

Net Interest Margin (NIM) was 4.53% for Q1FY27 (4.65% for Q1FY26 and 4.67% for Q4FY26). Cost of funds was 4.46% for Q1FY27 (5.01% for Q1FY26 and 4.45% for Q4FY26).

Fees and services for Q1FY27 increased to ₹ 2,500 crore, up 11% YoY from ₹ 2,249 crore in Q1FY26 (₹ 2,767 crore in Q4FY26).

Operating expenses for Q1FY27 stood at ₹ 5,135 crore, up 8% YoY from ₹ 4,775 crore in Q1FY26 (flat QoQ from ₹ 5,137 crore in Q4FY26). Cost to assets improved to 2.66% for Q1FY27 (2.83% for Q1FY26 and 2.73% for Q4FY26).

Operating profit for Q1FY27 increased to ₹ 6,131 crore, up 10% YoY from ₹ 5,564 crore in Q1FY26 (up 5% QoQ from ₹ 5,855 crore in Q4FY26).

Provisions for Q1FY27 decreased to ₹ 668 crore, down 45% YoY from ₹ 1,208 crore in Q1FY26 (₹ 516 crore in Q4FY26). Credit cost (annualised) for Q1FY27 stood at 0.46% (0.93% for Q1FY26 and 0.39% for Q4FY26).

Net Advances increased 15% YoY to ₹ 512,249 crore as at June 30, 2026 from ₹ 444,823 crore as at June 30, 2025. Customer Assets which comprise Advances (incl. IBPC & BRDS) and Credit Substitutes grew to ₹ 570,901 crore as at June 30, 2026, up 16% YoY from ₹ 492,972 crore as at June 30, 2025.

Total period-end Deposits grew to ₹ 572,820 crore for Q1FY27, up 12% YoY from ₹ 512,838 crore for Q1FY26.

Average Total Deposits grew to ₹ 558,891 crore for Q1FY27, up 14% YoY from ₹ 491,998 crore for Q1FY26.

Average Current Deposits grew to ₹ 78,107 crore for Q1FY27, up 15% YoY from ₹ 67,808 crore for Q1FY26.

Average Fixed rate Savings Deposits grew to ₹ 125,061 crore for Q1FY27, up 16% YoY from ₹ 107,450 crore for Q1FY26.

Average Term Deposits grew to ₹ 341,992 crore for Q1FY27, up 14% YoY from ₹ 300,003 crore for Q1FY26. CASA ratio as at June 30, 2026 stood at 40.3% (40.9% as at June 30, 2025).

Credit to Deposit ratio as at June 30, 2026 stood at 89.4% (86.7% as at June 30, 2025).

Customers as on June 30, 2026 were 5.0 crore.

Slippages for Q1FY27 decreased to ₹ 1,321 crore, down 27% YoY from ₹ 1,812 crore in Q1FY26. As at June 30, 2026, GNPA was 1.18% & NNPA was 0.27% (GNPA was 1.48% & NNPA was 0.34% as at June 30, 2025).

As at June 30, 2026, Provision Coverage Ratio stood at 78% (77% as at June 30, 2025).

Standalone Return on Assets (ROA) for Q1FY27 (annualised) was 2.14%. Return on Equity (ROE) for Q1FY27 (annualised) was 11.98%.

Capital Adequacy Ratio of the Bank, as per Basel III, as at June 30, 2026 was 22.8% and CET1 ratio of 22.4%.

Consolidated results at a glance

Consolidated PAT for Q1FY27 stood at ₹ 5,480 crore, up 23% YoY from ₹ 4,472 crore in Q1FY26 (up 1% QoQ from ₹ 5,423 crore in Q4FY26). Consolidated PAT increased by 5% QoQ excluding gains on Infina divestment.

PAT of Bank and key subsidiaries given below:

 

PAT (₹ crore)	Q1FY27	Q1FY26	Q4FY26
Kotak Mahindra Bank	4,123	3,282	4,027
Kotak Securities	533	465	400
Kotak Asset Management & Trustee Company	399	326	184
Kotak Mahindra Prime	354	272	240
Kotak Mahindra Life Insurance	336	327	90
Kotak Alternate Asset Managers	126	59	54
Kotak Mahindra Investments	113	107	115
Kotak Mahindra Capital	89	89	1031

Q4FY26 Kotak Mahindra Capital PAT does not include gains of ₹ 1,094 crore on divestment of stake in its associate, Infina.

Consolidated Customer Assets which comprise Advances (incl. IBPC & BRDS) and Credit Substitutes grew to ₹ 645,812 crore as at June 30, 2026, up 16% YoY from ₹ 557,369 crore as at June 30, 2025.

Consolidated Customer Assets Under Management as at June 30, 2026 grew to ₹ 805,531 crore, up 8% YoY from ₹ 747,404 crore as at June 30, 2025. The total Domestic MF AUM increased by 10% YoY to ₹ 603,718 crore as at June 30, 2026.

Consolidated Networth as at June 30, 2026 was ₹ 188,214 crore. The Book Value per Share increased to ₹ 189 as at June 30, 2026, up 14% YoY from ₹ 166 as at June 30, 2025 (computed based on subdivision of 1 equity share of face value of ₹ 5 each into 5 equity shares of ₹ 1 each with effect from 14th January, 2026).

At the consolidated level, Return on Assets (ROA) for Q1FY27 (annualized) was 2.18%. Return on Equity (ROE) for Q1FY27 (annualized) was 11.90%.

Consolidated Capital Adequacy Ratio as per Basel III as at June 30, 2026 was 22.9% and CET I ratio was 22.6%. Consolidated Average Liqudity Coverage Ratio stood at 138% for Q1FY27. 

PhysicsWallah (PW) Celebrates Student Performance In NEET 2026

* Education company PhysicsWallah (PW) has announced its NEET 2026 results, with multiple students securing spots in the top NEET All India Rank (AIR).

Ravikant Diwakar (AIR 55), Shivansh Anand (AIR 152), Divyansh Jaiswal (AIR 173), and Sakshi Kumari (AIR 192) were some of the high-performing students, to name a few. These achievements are a testament to the flexibility of the learning ecosystem that PW tries to provide, with students securing high scores through either online courses or offline, tech-enabled PW Vidyapeeth centres, depending on their individual preferences and learning styles.

Additionally, an event was held in Bengaluru, celebrating the strong performance of students. Shashank P (AIR 2197), Shrinidhi Raikar (AIR 4433) and Dhruva S (AIR 2422), amongst others, were some of the high-performing students of PhysicsWallah in the city.

“I am so happy to see my hard work pay off,” said Ravikant Diwakar. “PW’s batches completely cleared up all my confusion. The teachers explained the concepts so well that I actually understood the logic behind the formulas instead of just memorising them. Whenever I got stuck on a tough problem, the video explanations showed me the right steps instantly, which saved me a lot of time.”

“Getting this score feels amazing, and I’m glad all my effort worked out,” said Shivansh Anand. “The biggest help for me was the daily practice papers. Taking those regular tests taught me exactly how to pace myself and manage my time without panicking. The teachers also helped clear my doubts and showed me where I was making mistakes, which helped me fix them before the real exam.”

Alakh Pandey, Founder and CEO of PhysicsWallah (PW), said, “Congratulations to every NEET 2026 aspirant who poured their hard work, discipline, and heart into this journey. Your dedication is truly commendable. To those celebrating their results today, your success is well-earned. And to those who fell short of their goals, remember that this exam is just a single milestone, not the measure of your worth or your future. Your potential is vast, and this is merely one chapter in a long, successful journey ahead.”

PhysicsWallah’s (PW) approach to NEET coaching is built on offering accessible, affordable, and high-quality learning. The platform integrates tech-led solutions such as daily practice questions, mock tests with video solutions, 24x7 doubt resolution, and AI-personalised revision journeys, ensuring that students stay on track, regardless of their location or background.

This year, approximately 20 lakh students appeared for NEET (UG) 2026, with 11.21 lakh candidates qualifying for admission to various undergraduate medical programmes.

About PhysicsWallah (PW)

PhysicsWallah Limited (PW), an education platform, was founded in 2020 by Alakh Pandey and Prateek Maheshwari. Headquartered in Noida, Uttar Pradesh, PW aims to facilitate education through online, offline, and hybrid platforms. Initially launched as a YouTube channel in 2014, PW now offers education to students through its native app, tech-enabled offline and hybrid centres, and YouTube channels. PW’s offerings span various educational segments, including test preparation, a skilling vertical, coaching for higher education, and facilitating education abroad, with programs available in multiple vernacular languages. PhysicsWallah Limited was listed on the National Stock Exchange of India Limited (NSE) and the BSE

Limited (Bombay Stock Exchange) on November 18, 2025. 

Tata AIA Demonstrates Its Strong Agency Distribution Expertise By Registering 37 MDRT-Qualified Agents In Karnataka

· In Bengaluru, there are 6 MDRTs; Bidar has 7 MDRTs and Udupi has 7 MDRTs.

· With 1,397 MDRT Insurance Advisors Across India, the Company Reiterates Its Commitment to Offer World-Class Financial Advice to Consumers

· Ranks #1 in India for the 4th Consecutive Year; Ranked 13th Globally

Tata AIA Life Insurance Co. Ltd. (Tata AIA), one of India's leading life insurance companies, is proud to announce that it has registered 37 Million Dollar Round Table (MDRT) qualified Advisors in Karnataka, underscoring its commitment to excellence in financial advisory services. According to the 2026 Global MDRT Ranking, the Company registered 6 Advisors from Bengaluru, along with 7 Advisors from Bidar and 7 Advisors from Udupi, for the coveted MDRT title.

The milestone underscores the scale, quality and consistency of Tata AIA’s advisor network. Notably, 695 of the qualifiers nearly half are women. That is a structural signal about who is building a career at the front line of Indian financial advice, and it reflects Tata AIA’s commitment to a genuinely inclusive advisor ecosystem.

The ranking highlights Tata AIA’s focus on full-time, professional advisors who guide consumers in protecting their dreams and on building an advisor community defined by consumer understanding, professional conduct and expertise.

Key MDRT Highlights:

· 1,397 MDRT-qualified advisors across Tata AIA’s network

· 695 women MDRT members, representing nearly 50% of the qualifiers

· No. 13 globally based on count of MDRT members

· No. 1 in India for advisors with five to nine years of MDRT qualification, with 207 advisors in this category

MDRT: A Global Benchmark for Financial Advice

Million Dollar Round Table, or MDRT, is widely recognised as a global benchmark of excellence in the life insurance and financial services profession. MDRT-qualified advisors are known for their professional knowledge, ethical conduct, productivity and commitment to high standards of customer service.

Whether consumers are securing the future of their loved ones, planning for a child’s education, preparing for retirement or building long-term wealth, Tata AIA’s MDRT-qualified advisors help them evaluate their needs and make confident financial decisions.

Building Full-Time Advisor Entrepreneurs

Tata AIA remains committed to creating full-time career opportunities for individuals who aspire to achieve professional success while making a positive difference in people’s lives.

Powered by Tata AIA Aura platform, its advisors are nurtured into high-potential talent through structured learning, mentorship, continuous capability development and digital enablement. This equips advisors with the knowledge and tools required to deliver quality financial guidance while building sustainable, full-time careers in financial services.

With women making up nearly half of its MDRT qualifiers, Tata AIA is helping redefine who succeeds at the top of the profession evidence that a full-time career in financial advice is now genuinely open to everyone and that women are increasingly building respected, rewarding careers as financial advisors.

Rakesh Sharma, Chief Distribution Officer – Proprietary Business, Tata AIA Life Insurance, said,
“We are humbled to be ranked No. 1 in terms of MDRT qualifiers in India for four consecutive years. This accolade reflects the quality, consistency and commitment of our advisors. The recognition for retained MDRT members and advisors with five to nine years of qualification is especially encouraging, as it demonstrates sustained excellence. We will continue to develop a future-ready advisor community that is dedicated full time to this noble profession and delivers trusted, needs-based financial guidance across India.”

Strengthening Long-Term Consumer Trust

MDRT-qualified advisors play an important role in strengthening consumer relationships by recommending suitable solutions and providing continued support throughout the policy lifecycle.

In FY26, Tata AIA ranked No. #1 in four of five persistency cohorts for FY26, a direct measure of how many customers keep their policies in force. Persistency is an important indicator of policy continuation, consumer retention and long-term trust.

Note: # Ranking and Comparison of Top Insurers Based on Business Volume and Vintage
Persistency numbers are measured in single decimal

Together, Tata AIA’s MDRT leadership and persistency performance demonstrate its commitment to combining professional financial guidance with enduring value for consumers.
About MDRT

Founded in 1927, MDRT (Million Dollar Round Table), The Premier Association of Financial Professionals®, is a global, independent association of the world's leading life insurance and financial services professionals from more than 80 nations and territories and nearly 700 companies. MDRT members demonstrate exceptional professional knowledge, strict ethical conduct and outstanding client service. MDRT membership is recognized internationally as the standard of excellence in the life insurance and financial services business

Source: https://www.mdrt.org/about-MDRT?_gl=1*goyjq3*_gcl_au*MTMyMDY5MDgzNy4xNzg0MDEwMDcy

Disclaimers

As on 31st March 2026, the company has a total Assets Under Management (AUM) of ₹145,589 Crore

Individual Death Claim Settlement Ratio for FY 2025 -2026 is 99.45% as per the latest annual audited figures

98,01,699 families protected till 18th May 2026.  

Birla Opus Paints Makes Home Painting More Affordable With Its 10% Free Paint Campaign

*The campaign showcases how consumers no longer need to choose between painting their homes versus compromise in lifestyle ~

Birla Opus Paints, housed under Grasim Industries, part of the Aditya Birla Group, has launched its latest integrated campaign focused on its ‘10% Free Paint’ proposition, a category-first value benefit designed to help consumers navigate the rising cost of painting while ensuring their homes continue to receive the care they deserve, within budget.

Rooted in the insight that even a small increase in painting costs often leads households to postpone home improvement plans or compromise on other aspirations, the campaign highlights how consumers no longer have to limit their choices.

Conveyed through three light-hearted films, the campaign captures relatable family moments where rising painting costs initially appear to come at the expense of personal aspirations. Just as disappointment sets in, Birla Opus Paints' ‘10% Free Paint’ offer changes the narrative, reinforcing that consumers can now paint their homes without stretching their budgets or sacrificing the things they value. Through humour, contemporary storytelling and everyday family dynamics, the films reflect the mindset of today's value conscious consumers while bringing alive the brand philosophy of 'Naye Zamane Ka Naya Paint' that helps families enjoy the best of both worlds.

Speaking on the campaign, Inderpreet Singh, Head – Marketing, Birla Opus Paints, said, "Today's consumers are constantly looking for smarter ways to maximize value without compromising on quality or their aspirations. While we have observed phased price increases, through our ‘10% Free Paint’ proposition, we aim to address a genuine consumer concern with a benefit that is both meaningful and differentiated. This campaign uses humour and relatable family dynamics to demonstrate that choosing Birla Opus Paints allows consumers to care for their homes in a cost-effective way, perfectly reflecting our promise of 'Naye Zamane Ka Naya Paint'."

Sachin Kamble, Chief Creative Officer, Leo South Asia, “This campaign is rooted in a simple consumer insight: when unexpected expenses arise, people look for ways to save elsewhere. At a time when painting costs are increasing, Birla Opus Paints wanted to reassure consumers that there is a better alternative in the market, delivered through a light-hearted and humorous execution”

Links to the films:

Birla Opus Paints | Phone Cancel? | 10% Free Paint

Birla Opus Paints | Massage Chair Cancel? | 10% Free Paint

Birla Opus Paints | E-Bike Cancel? | 10% Free Paint

Client: Birla Opus Paints
Creative Agency: Leo South Asia
Production House: Content Factory

About Birla Opus Paints

Birla Opus Paints, housed under Grasim Industries, Aditya Birla Group’s flagship firm, offers Decorative Painting Solutions to consumers in India. Launched in 2024, Birla Opus Paints has a complete portfolio featuring a range of superior products across categories like interiors, exteriors, waterproofing, enamel paints, wood finishes, aerosols and wallcoverings. With six manufacturing plants spread across India, Birla Opus Paints is well positioned to be amongst the market leaders in the decorative paints category. The brand aims to inspire people to turn their surrounding spaces into their very own masterpiece.

For more details, log on to: www.birlaopus.com | www.adityabirla.com

ALLEN Bengaluru Students Diganth BS Has Secured AIR-64 And Shreyankh J Has Secured AIR-94

* In National results, Allen students achieved AIR-1, AIR-2, AIR-4, AIR-7 & AIR-9 in NEET-UG 2026 results

ALLEN Bengaluru students have once again proven their excellence in the NEET-UG 2026 results declared by the National Testing Agency (NTA). Allen Bengaluru classroom student, Diganth BS has achieved AIR 64 in JEE Advanced results and Shreyankh J has secured AIR-94.

Allen South Zone Head, Mahesh Yadav said that Allen is known for its excellent results, and maintaining this reputation, Allen has achieved excellent results this year in NEET-UG 2026 as well. Yadav stated that overall, ALLEN South's stellar NEET UG 2026 performance was led by four outstanding classroom programme students who secured positions among the All India Top 100. Vanisha Satish (AIR 51), Diganth B S (AIR 64), Navithana B (AIR 88), and Shreyankh J (AIR 94) showcased the impact of ALLEN South's rigorous classroom coaching, consistent mentorship, and student-centric academic ecosystem.

Top Performers – NEET UG 2026 (ALLEN South)

AIR 51: Vanisha Satish (6-Year Classroom Student)

AIR 64: Diganth B S (2-Year Classroom Student)

AIR 88: Navithana B (5-Year Classroom Student)

AIR 94: Shreyankh J (6-Year Classroom Student)

National Results

5 Allen Students in Top 10 and 44 in Top 100

Allen Shines in NEET-UG 2026 Results

The National Testing Agency (NTA) declared the results for NEET-UG 2026—the country's biggest medical entrance exam—late Thursday night. Students from Allen Career Institute have once again achieved success. Five Allen students have featured in the top 10 AIR Ranks, and based on results analyzed so far, 44 Allen students are in the top 100.

Among the declared results, Aryan Gupta and Panshul Bansal jointly secured 715 out of 720 marks. Based on tie-breaker rule priorities, Aryan Gupta was awarded All India Rank 1, while Panshul Bansal secured All India Rank 2. Aryan Gupta is associated with Allen Career Institute through distance learning, whereas Panshul Bansal has been a regular classroom student at Allen for two years.

Additionally, Allen classroom student Ayush Bhalotia secured All India Rank 4 with a score of 710. Aryan Dubey, a student of Allen’s online test series, achieved All India Rank 7, and Allen classroom student Gaurav Singh secured All India Rank 9.

Allen CEO Nitin Kukreja congratulated all the students on these outstanding results. Allen has once again demonstrated its excellence. Results analyzed so far show 5 Allen students in the top 10 and 44 in the top 100. Of these, 36 are classroom students, while 8 are from the Distance Learning Program (DLP) and online test series. NTA has issued a press release listing the top 138 students who scored 690 or higher, of whom 60 are from Allen—comprising 50 students from classroom programs and 10 from distance learning and online test series.   

MTR Goes Beyond A Campaign, Turning Karnataka's Love For Sambar Into A Cultural Movement

* From the Sambar Anthem to a new TVC, the campaign brings together community voices, music and storytelling

MTR Foods, one of Karnataka's most iconic food brands, has unveiled a new television commercial as part of its integrated Sambar Campaign, a culture-led initiative that celebrates Karnataka's enduring relationship with Sambar through music, community participation, live experiences and storytelling. What began as a social media conversation inspired by people's memories and experiences around Sambar has evolved into a multi-platform campaign spanning an original anthem, creator collaborations, a live concert, digital content and now a television commercial.

For generations, Sambar has been more than just a dish in Karnataka- it is an emotion that evokes the comfort of home and a sense of belonging. For many, its familiar aroma is intertwined with memories of childhood, family meals, and the warmth of food lovingly prepared by mothers across generations. Sambar has been at the heart of MTR's legacy, with the brand serving as a trusted companion in Karnataka's kitchens for decades. This deep-rooted presence has shaped MTR's understanding of what the dish truly means to Kannadigas. The Sambar Campaign was therefore envisioned as a celebration of this cultural icon, bringing to life the emotions that continue to make Sambar an integral part of Karnataka's identity.

The campaign traces its origins to an unexpected social media moment. When acclaimed folk-fusion artist Vasu Dixit shared a reel around Sambar, MTR immediately recognised its cultural resonance and potential. This sparked a collaboration with Vasu, whose deep connection with Karnataka's culture and traditions, combined with his contemporary creative voice, made him a natural partner for MTR, with both sharing a common commitment to celebrating heritage in ways that remain relevant to newer generations. Together, they launched the MTR Sambar Campaign, inviting consumers to share their own stories and memories associated with the dish. These sentiments went on to inspire the creation of the Sambar Anthem, a musical tribute to Sambar, and the unique place it holds in the lives of people across Karnataka. The anthem was first unveiled through a live morning concert in Bengaluru and subsequently amplified across digital platforms, radio and television, transforming a simple collaboration into a wider cultural celebration.

The integrated campaign reaches its latest milestone through a heartwarming television commercial that brings the Sambar Anthem into everyday family life. The film follows a young boy anxious about an upcoming school talent show. Noticing his anxiety, his mother prepares MTR Original Sambar while singing along to the Sambar Anthem, filling the home with both its aroma and melody. Inspired by the moment, the boy takes the stage and performs the anthem at the competition, winning the appreciation of the audience and Vasu Dixit, who appears as the judge. The film beautifully illustrates how a cultural movement born from Karnataka's kitchens continues to inspire new memories while reinforcing MTR Sambar Masala's enduring place in family traditions.

Watch the Sambar Anthem here

TVC link: https://youtu.be/HEmJy3R5TAk

Talking about the integrated approach and the culmination of the campaign, Mr. Anupam Nair, Chief Marketing and Growth Officer, MTR Foods, said, “Sambar is the soul of Karnataka's food culture, and for decades, MTR Sambar Masala has been a trusted partner in helping consumers enjoy authentic sambar at home. While taste and authenticity remain at the heart of our offering, we have always known that Sambar means much more than a dish- it represents memories, traditions, and a deep cultural connection. We strongly felt that a conventional campaign would not be enough when it comes to Sambar. The Sambar Anthem started as a simple idea to celebrate that emotion through music, and the response encouraged us to take it much further. What began as a song has evolved into a larger cultural celebration that brings together food, music, and community. In many ways, it reflects what MTR has always stood for- staying true to our roots while finding contemporary ways to keep Karnataka's culinary heritage relevant for newer generations.”

The MTR Sambar Campaign underscores the brand's long-standing commitment to celebrating Karnataka's rich culinary heritage in ways that remain relevant to contemporary audiences. For nearly a century, the company has been deeply rooted in the state's food culture, and through initiatives such as this campaign, it continues to blend tradition with modern storytelling, digital engagement and evolving media platforms. In doing so, MTR continues to build meaningful connections that resonate with consumers across generations.

About MTR Foods

MTR Foods, a business unit of Orkla India Limited, is one of India's most trusted food brands, offering a wide portfolio of authentic and convenient food products across categories such as breakfast mixes, spices and masalas, ready-to-eat, beverages, sweets, and others. Backed by Orkla India’s multi-category food expertise, MTR continues to bring authentic Indian taste to consumers in India and across global markets. For more information, visit MTR Foods