The home-grown biscuit brand looks to get inside the customer's mind as it steps outside the boundaries of its mass-market identity
Sachin Tendulkar will be in the visitors' gallery to watch the Bahrain Grand Prix scheduled to be held next month.
French club Paris St Germain have been placed under investigation by UEFA to see if their recent transfer spending spree has broken the break-even rules of European soccer's ruling body known as Financial Fair Play (FFP).
Virat Kohli's aggression was a "little over the top" in the recent tour of South Africa but it is all a part of his development as a charismatic India captain, feels former Australia skipper Steve Waugh.
Manchester United striker Anthony Martial has put to bed all speculations about him leaving Old Trafford this summer.
The winners of various events at the Asian Athletics Championships to be held in Ranchi from June 1 to 4 will automatically qualify for the World Championships in London in August, the world body IAAF has said.
AS Roma needed a penalty from 40-year-old forward Francesco Totti in the seventh minute of stoppage time to scrape past second-tier Cesena 2-1 in their Coppa Italia quarter-final on Wednesday.
The most successful current racer, in terms of wins if not titles, Hamilton can also equal seven-times world champion Michael Schumacher's all-time record of 68 pole positions at Spa on Saturday.
The 19-year-old Indian junior world record holder did not attempt his fifth and final throws due to the injury and his first round effort of 83.80m fetched him a seventh place finish in a strong eight-man field in Zurich on Thursday.
Liverpool scored three goals in 12 dramatic first-half minutes, two of them from Emre Can, on their way to a hugely entertaining 4-2 win over Hoffenheim which took them back to the Champions League group stage after a two-season absence on Wednesday.
Bernie Ecclestone's 40-year reign as Formula One's commercial supremo ended on Monday with the sport's new owners Liberty Media replacing the 86-year-old Briton with American Chase Carey.
These 12 images prove that we truly live in an incredibly bizarre world.
Cristiano Ronaldo and Lionel Messi will again be duelling for the title of world's best footballer after their names once again headed the shortlist on Thursday for The Best FIFA Men's Player.
This and more from the happenings in the world of football
News of all that's transpired on and off the football field
Veer Arjun Singh visits the eatery that began as a teenager's humble push cart and only 4 kinds of eggs.
US sanctions Mexico captain Rafa Marquez for alleged drug ties 'I deny categorically any type of relation with this organization'
World number 14 Gael Monfils has withdrawn from the French Open with a viral infection, the grand slam organisers said on Friday. "@Gael_Monfils withdraws from #RG16 because of a bad virus. Get well soon and see you for #RG17 Gael," they said in the official French Open Twitter feed. The 29-year-old Frenchman joins world number three Roger Federer, who pulled out of the year's second grand slam on Thursday citing a lack of fitness. Monfils, who reached the quarter-finals of the Australian Open this year, has had a mixed tour so far, having not getting past the second round in the Madrid and Italian Open this month, but reached the final of the Monaco Open in April.
A guide to the Croatia starting 11 ahead of the World Cup final against France.
News of all that's transpired on and off the football field
Whether or not he triumphs at the world championships in London, Mo Farah will depart as undoubtedly Britain's greatest track and field athlete and right in the mix for the title of the country's greatest performer in any sport.
Cape Town-born Van Niekerk is the reigning 400m world champion and he broke Michael Johnson's 17-year-old world record to win Olympic Gold in Rio de Janeiro last year.
News of all that's transpired on and off the football field
Regarded as the Oscar of sports, the nominations for 2018 Laureus World Sports Awards were finalised following a ballot by the world's sports media.
A round-up of Saturday's action in La Liga, Ligue 1 and Serie A.
Spanish prosecutors have brought tax fraud charges against three former Real Madrid players, Xabi Alonso, Ricardo Carvalho and Angel di Maria and opened investigations into two other players, a prosecution source confirmed on Wednesday.
The French Formula One Grand Prix will return in 2018 after a 10-year absence with the race scheduled to take place at the Circuit Paul Ricard in southern France, regional politician Christian Estrosi said.
Jamaica's Usain Bolt and Ethiopian distance runner Almaz Ayana were crowned as the IAAF's athletes of the year on Friday.
At Rediff Labs, we analysed the data on military expenditure by Stockholm International Peace Research Institute.
News of all that's transpired on and off the football field
Tsonga outplayed his compatriot Adrian Mannarino 6-2, 6-2 in the opening round of the traditional Wimbledon warm-up event in his first match since suffering a four-set defeat by little-known Argentine Renzo Olivo at Roland Garros.
Bernardo Silva has made an encouraging start to the Premier League campaign and the Manchester City midfielder said that feeling more settled at his second season with the champions was a key factor in his performances.
Angel Di Maria delivered a near-perfect performance, scoring two and setting up another as runaway leaders Paris St Germain beat 10-man Olympique de Marseille 3-1 at home on Sunday.
Max Verstappen was compared to Formula One greats Ayrton Senna and Michael Schumacher on Sunday after the Dutch teenager's sensational drive to third place in a wet and chaotic Brazilian Grand Prix. Even father and former racer Jos, the 19-year-old Red Bull driver's biggest fan and fiercest critic, was astonished. "What Max showed here today was really special," he said of a race likely to go down in the sport's annals as one for the ages. In the last 15 laps, after a change to extreme wet tyres, Verstappen passed more than half the starting grid as he went from 16th place to the podium.
News of that transpired on and off the football field
Jamaican Usain Bolt and Elaine Thompson both made the shortlists for the IAAF's World Athlete of the Year awards on Wednesday after cleaning up the sprint golds at the Rio Olympics.
Images from the football matches played across Europe over the weekend.
News of all that's transpired on and off the football fie
Real Madrid's world record signing Gareth Bale scored on his debut in Spain, while Arsenal's new recruit Mesut Ozil also lived up to expectations in his first appearance in England's Premier League.
A summary of sports events and sports persons, who made news on Wednesday
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