HELL ENERGY DRINK partnered with Bombay Times Fashion Week (BTFW) 2026 as its Co-Powered By Sponsor, marking its presence at the three-day fashion event held from October 30 to November 1 at Mumbai's Grand Hyatt.
A key highlight of the association was a dedicated brand showcase on October 30, featuring Indian cricketer Renuka Singh Thakur as the showstopper. Thakur walked the runway carrying a can of HELL Whitepeach, bringing the energy drink brand's identity to the fashion platform.
Through the partnership, HELL ENERGY DRINK engaged with fashion enthusiasts, designers and trend-conscious consumers at an event celebrating creativity, individuality and self-expression.
Commenting on the association, Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED, said, "We are glad to have partnered with Bombay Times Fashion Week as Co Powered By Sponsors and host a dedicated show. It is a platform where creativity and self-expression come together, and it allowed us to connect with a fashion aware audience in an environment they genuinely enjoy."
He added that the dedicated showcase provided an opportunity to bring the brand's identity to the runway, while Renuka Singh Thakur's presence as the showstopper made the event more special.
The association is part of HELL ENERGY DRINK's efforts to expand its engagement across India's lifestyle, fashion and live entertainment spaces, using cultural platforms to connect with consumers beyond traditional marketing channels.
Founded in 2006, HELL ENERGY is a Hungarian FMCG brand with a presence in more than 60 countries. The company has established market leadership in several markets, including Hungary, Greece, Bulgaria, Croatia, Romania and Slovakia. Its portfolio is supported by its own beverage filling facility and aluminium can manufacturing operations.
