Badshah's Culinary Crescendo: A Symphony of Flavors in Chandigarh

By Author

Published on December 19, 2023

In a flavorful twist to his illustrious career, global rapper and hip-hop mogul Badshah is making waves in the hospitality industry. Renowned not just for his chart-topping songs but also his knack for hosting, Badshah is set to redefine the culinary scene with the launch of three distinct brands: Sago Spice Symphony, Seville, and Sidera. In collaboration with Babita Puri Gupta and Udayveer Gupta, this venture promises to harmonize taste, culture, and sophistication.

Nestled in Chandigarh’s upscale Sector-26, the establishment spans 9,000 square feet, housing three culinary wonders: the earthy Indian fine dining restaurant ‘Sago Spice Symphony,’ the atmospheric Continental Lebanese restaurant and lounge ‘Seville,’ and the basement Pan-Asian cocktail bar ‘Sidera.’

Sago Spice Symphony pays homage to authentic Indian cuisine, offering a delightful experience with warm palettes, terracotta pottery, floral upholstery, and a blend of gold and marble accents. Seville, inspired by the Spanish city, exudes cultural richness and sophistication with an open-to-sky roof, rustic chandeliers, mosaic flooring, and a handcrafted ripple natural stone bar counter. Sidera, meaning constellations and stars in Latin, caters to a young, lively audience with luxe leather furnishing, LED lighting, and a backlit marble and onyx bar.

The culinary ensemble features chefs from various regions of India, curating a menu that marries tradition with modernity. Signature dishes like Sona Murgh Kebab and Chupa Rustam Beetroot Kebab at Sago, Asparagus Philadelphia Roll at Sidera, and Chicken Krapow Bowl at Seville are set to tantalize taste buds. Badshah himself shares his favorites, including Classic Mapo Tofu, Moroccan Chicken, and Multani Bhuna Paneer.

But it’s not just about the food. The craft cocktail menu is a modern reinvention of classics, featuring multi-dimensional concoctions like Grecian Glaze and Clarified New York Sour. Notably, a drink named after Badshah, the Badshahi, promises a royal blend of milk, rose, gulkand, and edible gold flakes. For those with a sweet tooth, the journey concludes with a dazzling array of confections and desserts.

Expressing his excitement, Badshah states, “My love for gastronomy has been a long standing one and one of my biggest passions after music is food. I’m extremely excited to embark on this brand-new journey and spearhead it from a city that has given me so much and made me who I am today. The brand’s vision is to indulge culinary aficionados seeking an out-of-the-ordinary gastronomical experience. Traditionally homegrown at its core, but globally experimentative in spirit, the offering is poised to be rich, deep and varied as we aim to blend tradition with modernity.”

Udayveer Gupta, co-founder, said, “Spearheading a one-of-its-kind but culturally ubiquitous business that amalgamates gourmet, culture and music has been a longstanding vision of mine which finally comes to fruition now. I hope to elevate the cultural exposure I have garnered over the years of travelling around the world through this new venture and present world class cuisine and a unique dining experience for our patrons.”

This venture adds another note to Badshah’s diverse portfolio, which includes investments in a Mumbai-based nightclub, production of Punjabi films, a Punjab-based music channel, and the founding of the clothing line BADFIT. As the fourth most followed Indian artist on Spotify, Badshah continues to break barriers and create harmonies, not just in music but now in the world of gastronomy.

Coolberg’s ‘No Rules, Just Cool’ Campaign Speaks Gen Z’s Language

By Nishang Narayan

Published on April 18, 2025

Coolberg, India’s leading non-alcoholic beer brand, has just dropped a campaign that’s as fearless and refreshing as its drinks. Titled “No Rules, Just Cool,” the campaign celebrates individuality, quirk, and the spirit of doing your own thing—just the way Gen Z likes it.

In a world shaped by social filters and rulebooks, Coolberg throws the script out the window. The campaign is more than just a marketing push—it’s a mindset. From bold relationship advice to powerful messaging around authenticity, it encourages people to be unapologetically themselves. Because for Coolberg, cool isn’t about fitting in—it’s about standing out.

Rolling out across platforms like Snapchat, Spotify, Meta, and top OTT channels, the campaign connects with young audiences where they are. And the message is clear: “The best rebounds aren’t people. They’re mindset shifts.”

“Coolberg is the ultimate drink for Gen Z as it's fun, inclusive and unique,” says Shubham Shukla, Head – Marketing at Ghodawat Consumer Limited. “With No Rules, Just Cool, we aim to align with Gen Z’s mindset—a generation that thrives on authenticity, individuality, and freedom of expression. We’re not just selling a beverage; we’re building a culture.”

Coolberg’s journey has been nothing short of dynamic. Acquired in 2022 by Ghodawat Consumer Limited (GCL), a key player in India’s FMCG space, Coolberg quickly scaled up. Today, it's available in over 50,000 retail outlets across 150 cities and exported to 15+ countries. The brand is also served at major fast food chains like KFC, Barbeque Nation, and WoW Momos, and is listed on Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, and Amazon.

About Ghodawat Consumer Limited (GCL)

GCL, the FMCG arm of Sanjay Ghodawat Group, has been redefining everyday consumption with its wide range of products under the ‘Star’ brand—covering everything from cooking oils and atta to snacks and beverages. Its premium portfolio includes TBH (a real veggie snack brand) and Coolberg.

About Sanjay Ghodawat Group (SGG)

Founded in 1993, SGG is a diversified conglomerate with interests in aviation, education, retail, energy, and more. With over 10,000 employees and 21,000+ students across institutions, SGG continues to impact lives with its innovation-driven approach and commitment to excellence.

PM Modi Inaugurates India’s First Vertical Lift Sea Bridge in Rameswaram

By Nishang Narayan

Published on April 7, 2025

Prime Minister Narendra Modi marked a historic moment on the occasion of Ram Navami by inaugurating India’s first vertical lift sea bridge—the new Pamban Bridge—in Rameswaram, Tamil Nadu. The event was accompanied by the launch of the Rameswaram–Tambaram Express, a new train service enhancing connectivity between the temple town and Chennai.

Built at a cost of over ₹550 crore, the 2.08-kilometre-long bridge connects Rameswaram Island to mainland India and features a 72.5-metre vertical lift span that can rise up to 17 metres, allowing ships to pass smoothly without disrupting train movement. Designed by Rail Vikas Nigam Limited (RVNL), this modern engineering marvel replaces the iconic British-era Pamban Bridge, which served pilgrims and traders for over a century since 1914.

The new structure incorporates advanced materials like stainless steel reinforcements, high-grade protective coatings, and fully welded joints, making it highly durable and corrosion-resistant. Capable of handling speeds up to 80 kmph, the bridge is designed for a 100-year lifespan and supports dual rail tracks for future traffic needs.

PM Modi also flagged off a Coast Guard ship that sailed beneath the elevated span during the event, showcasing the bridge's sea-lift functionality. Visuals of the first train crossing the newly inaugurated bridge added to the symbolic significance of the day, as the event coincided with the “Surya Tilak” celebration in Ayodhya—an alignment the Prime Minister referred to as a “divine coincidence.”

Notable dignitaries present at the ceremony included Union Minister Ashwini Vaishnaw, Tamil Nadu Governor RN Ravi, and state Finance Minister Thangam Thennarasu. The absence of Chief Minister MK Stalin was noted. PM Modi had just returned from a three-day visit to Sri Lanka and received a warm welcome from local leaders, including Union Minister L Murugan and BJP Tamil Nadu chief K Annamalai.

With improved connectivity and a future-ready design, the new Pamban Bridge is poised to become a key gateway to South India's spiritual tourism circuit, while also strengthening regional infrastructure.

Kadak Surve – Chai Bhari: Society Tea Unveils Power-Packed Ad Film Featuring Riteish Deshmukh

By Nishang Narayan

Published on February 26, 2025

Society Tea, a brand deeply rooted in Maharashtra’s tea culture, has launched its latest ad campaign, ‘Kadak Surve – Chai Bhari’, starring Bollywood actor Riteish Deshmukh. The film pays homage to the bold and full-bodied essence of kadak chai, a favorite across the state.

The campaign introduces Riteish Deshmukh as Kadak Surve, a fearless cop who embodies the spirit of kadakness. Shot in Marathi and Hindi, the ad film reflects the deep-rooted love for strong, dust tea in Maharashtra, with high-energy storytelling, dynamic visuals, and a compelling narrative.

A Tribute to Maharashtra’s Love for Chai

"Kadak chai is more than just a beverage—it's an emotion," said Karan Shah, Director, Society Tea. "With ‘Kadak Surve – Chai Bhari,’ we wanted to encapsulate the strength and energy that a cup of our dust tea delivers. Riteish Deshmukh brings this vision to life with his dynamic presence, making this campaign truly bhari!"

The power-packed ad film is now live across Meta and YouTube, inviting chai lovers to experience the boldness of Society Tea’s dust tea.

TVC Credits

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