Delulu™ Partners with K J Somaiya Institute of Management for High-Energy Campus Takeover and Pitch Contest
Mumbai: Delulu™, the new-age functional beverage brand under iShots Beverages Pvt. Ltd., ignited a wave of creativity and entrepreneurship at the K J Somaiya Institute of Management (KJSIM) with a campus-wide pitch contest and engagement-driven brand activation. As part of its youth-centric launch movement, the company collaborated with students to co-create real-world marketing and business solutions for India’s next generation of functional foods and drinks.
Over the past month, Delulu™ organized a structured competition for students across marketing, media, and business disciplines, encouraging them to develop brand positioning strategies, go-to-market launch plans, and short-form content tailored to Gen Z audiences. The initiative aligned with the institute’s Digital Marketing curriculum, offering students hands-on exposure to brand-building in the real world. The overwhelming response led to multiple evaluation rounds, after which finalist teams were selected for a grand on-campus presentation showcase.
KJSIM Director and Dean, Dr. Raman Ramachandra, praised the initiative, noting that the institute actively promotes collaborative learning that bridges industry and academia. He said the partnership exemplified how students can engage in deep analysis, debate, and innovation when given opportunities to solve real brand challenges.
The grand finale of the contest turned the campus into a vibrant “DeluluLand” as the company’s Founder, Ms. Nidhi Saxena—an accomplished three-time entrepreneur—joined the Delulu™ team to review student pitches. The presentations featured bold storytelling frameworks, sharp insights, and fresh content ideas rooted in youth culture. Students also enjoyed exclusive pre-launch tastings of Delulu’s upcoming clean-label functional beverages, formulated with zero sugar, zero calories, and nutrient-rich phytonutrients.
To elevate the energy further, the team hosted interactive games, spot giveaways, and quizzes such as “How Delulu Are You?”, creating an immersive environment that blended entertainment with learning. Addressing students, Nidhi Saxena also announced exclusive internship opportunities for KJSIM’s young marketers, inviting them to be part of the brand’s journey as it prepares for a major 2025 launch. She highlighted Delulu’s focus on science-backed ingredients including Ashwagandha, Brahmi, Shatavari, proteins, and phytonutrients designed to fit seamlessly into Gen Z lifestyles.
The event also featured a special announcement—the upcoming launch of the official Delulu™ website. Students were invited to explore the science behind the formulations and the broader functional foods ecosystem that the brand is constructing. True to its personality, the brand emphasized its fun-yet-real voice, reaffirming its commitment to building transparent and meaningful connections with young consumers.
With its disruptive product line, including India’s first thermogenic energy drink and a one-of-its-kind adaptogenic beverage, Delulu™ aims to redefine beverage culture in India. The KJSIM collaboration marks a significant milestone in this mission, reinforcing the brand’s belief that co-creating with the youth ensures stronger cultural relevance, deeper insight, and genuine innovation as it prepares for a high-impact national launch in 2025.
