Kenny Delights, a Jaipur-based company known for its range of superfoods and health products, has announced its entry into the energy drink market with the launch of MADMAX. As part of its marketing strategy, the company has appointed Bollywood actress Sunny Leone as the brand ambassador for the new product.
Founded by entrepreneur Megha Jain, Kenny Delights has primarily operated in the health food segment, offering nuts, seeds, and other superfoods. The introduction of MADMAX marks the company’s diversification into the increasingly competitive energy drink market, targeting consumers looking for quick energy solutions.
The official campaign began with the filming of a television commercial at Mad Island in Mumbai, featuring Sunny Leone. The advertisement was directed by Soham Thakkar and Nirvi Jain from ARtmeTech. Marketing and public relations activities are being handled by Drive Digital, a Jaipur-based agency led by Prakash Mishra.
Initial distribution efforts started in Hyderabad, where the product reportedly received a positive response from retailers. According to distributor Devi Atal Jagdamba, there has been noticeable demand for MADMAX, with factors such as taste and lower sugar content being highlighted.
Following the Hyderabad launch, Kenny Delights has reportedly received inquiries from distributors in other parts of India. The company is currently focusing on expanding its distribution network to facilitate a nationwide rollout.
The Indian energy drink market has been growing steadily, driven by demand from younger consumers and individuals with active lifestyles. Analysts note that new entrants like Kenny Delights may find opportunities if they can successfully differentiate their products and build brand recognition in a crowded marketplace.
The choice of Sunny Leone as brand ambassador is seen as an effort to leverage her wide public appeal to create initial visibility for MADMAX.
As the product rollout continues, industry observers will be watching to see how Kenny Delights navigates this new market segment and whether MADMAX can secure a sustainable position alongside established competitors.