Mumbai, 8th December 2024 — As part of its youth-centric launch movement, Delulu™ partnered with K J Somaiya Institute of Management (KJSIM) for an immersive brand-building initiative that brought together creativity, entrepreneurship, and pure Gen Z energy—in the best way possible.
The team invited students to go beyond theory and build real-world brand solutions for India’s newest functional beverage company. The brief? Create business decks, marketing videos, and brand-positioning concepts strong enough to match a company that’s about to introduce India’s first thermogenic energy drink, a one-of-its-kind adaptogenic drink, and a range of other functional foods. The students integrated the project brief with their Digital Marketing course and got an opportunity to apply their social media marketing knowhow in the real world!
A Campus-wide Contest to Build the Future of functional-food Marketing
Over the past month, the Delulu™ team launched a structured contest at KJSIM, inviting students across marketing, media, and business disciplines to submit:
• Brand positioning ideas for Delulu™
• Go-to-market and launch strategy decks
• Short-form marketing videos for Gen Z audiences
The response was electric. After multiple rounds of review, select finalist teams were shortlisted for the grand showcase on campus.
Dr. Raman Ramachandra, Director and Dean. KJSIM Institute of Management, says, “Our pedagogy is constantly evolving and innovative. We encourage brands and business to bring their big and small problems to us and let our students analyze, debate, create new pathways and model innovative solutions. This co-creation is a win -win for the entire ecosystem.”
The Grand Finale: A Day of Energy, Ideas & Delulu™ Vibes
Our Founder Ms. Nidhi Saxena, 3X entrepreneur, and the Delulu Team visited KJSIM for the final presentations—turning the campus into a full-blown DeluluLand.
The day featured:
1. High-Voltage Student Presentations
Finalist teams pitched sharp insights, fresh content concepts, and bold storytelling frameworks—reflecting the Gen Z mindset that lies at the heart of Delulu’s launch.
2. Free Sampling: First Taste of India’s Next-Gen Functional Foods
Students got to try exclusive pre-launch samples of Delulu, experiencing the functional, clean-label energy that Delulu™ stands for — Zero Sugar, Zero Calories, 100% function-driven formulations.
3. Delulu Games & Gen Z Quizzes
To keep the vibe on-brand, the team hosted:
- Rapid-fire “How Delulu Are You?” quizzes
- Interactive games
- Spot prizes and giveaways
The goal: Make Functional Food Fun and Brand Discovery unforgettable.
4. Conversations with the “College Delulus”
In her address, Nidhi also announced exclusive internship opportunities for KJSIM students, inviting young marketers and innovators to get hands-on experience with India’s most disruptive new-age functional foods company. She emphasized the science and power of clean eating and function-based ingredients, including Proteins and Phytonutrients such as Ashwagandha, Shatavari and Brahmi, and how these could be embedded in the Daily Gen Z lifestyle.
A Big Reveal: Delulu™ Website Launch Announced on Campus
The team also announced the official launch of the Delulu™ website, inviting students to be among the first to explore the brand, the science behind the drinks, and the growing ecosystem the company is building.
In true Delulu style, the announcement came with the brand’s signature voice—fun, unfiltered, and real: “We’re here to vibe, connect, and build something real with you — while ensuring you get the best, scientifically most functional products.”
Why This Matters: Building India’s Next Beverage Movement with Youth
Delulu™ is a new-age Functional F&B Startup developing first-of-its-kind functional drinks in India—covering longevity, energization, wellness, gut health, and relaxation. By co-creating with students, the brand ensures it stays grounded in real consumer culture.
This campus partnership marked a powerful step in the brand’s journey as it gears up for a disruptive 2025 launch.
