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Category: Over The Top Services

  • IDCA honours with the 2023 Mahatma Award for advancing sports inclusivity

    IDCA honours with the 2023 Mahatma Award for advancing sports inclusivity

    Mumbai: The Indian Deaf Cricket Association (IDCA) has been conferred with the prestigious “Mahatma Award 2023” for their exemplary contribution to promoting inclusivity for differently-abled sportspersons in traditional sports.

    The award was presented to Roma Balwani CEO of IDCA and Ms Reena Jain Malhotra, Patron of IDCA, on the eve of the 154 birth anniversary of Mahatma Gandhi in New Delhi. Team members from the IDCA women’s league were also present at the ceremony.

    Mahatma Awards founder Amit Sachdeva said, “This is indeed a phenomenal initiative for promoting ability in sports. By bringing specially-abled into mainstream sports, such as cricket, we are actually making equality in sports. We all must come together to invest in this to take it forward. Excellent work by the Indian Deaf Cricket Association.”

    IDCA has been breaking down barriers for differently-abled sportspersons by providing a platform for hearing-impaired individuals to showcase their talent in cricket. Formed in 2020, closely works with the ICC to promote cricket amongst deaf cricketers globally. It is engaged in organising matches at the national and international level.

    IDCA CEO Roma Balwani said, “We believe that sports have the power to bring a positive change in the society and unite the people. Our motive is to empower the 26.8 million differently-abled people of the country and instil the belief that nothing is impossible.”

    “We are honoured to be presented with this esteemed award on the occasion of the 154th Birth Anniversary of the Father of the Nation. The recognition will motivate us to continue with our efforts to promote inclusivity in mainstream sports,” she said.

    The Mahatma Award is conferred to organisations for accomplished and influential social and community initiatives. It acknowledges remarkable contributions in diverse fields such as sustainability, philanthropy, shared value, and corporate social responsibility. Moreover, it recognizes those who use their literary and creative genius to bring social consciousness to the forefront. Founded and instituted by Philanthropist Amit Sachdeva, also known as ‘The CSR Man of India’, the annual award is supported by the Aditya Birla Group and the United Nations Development Programme (UNDP).

  • Vigyeta Agrawal quits Jio Cinema

    Vigyeta Agrawal quits Jio Cinema

    Mumbai: As per media reports, Vigyeta Agrawal who was head of marketing for Jio Cinema’s entertainment division has called it a day. She had joined the company in 2019 and had been around for close to five years.

    In her role at the company, Agrawal was leading the marketing function for the entire entertainment vertical. She played a role in the execution of Jio Cinema’s Women’s Premier League and Indian Premier League campaigns. She was also in charge of Consumer Insights.

    Before joining Jio Cinema, Agrawal had a long stint at Amazon, leading platform marketing for their largest category – mobiles and accessories. Prior to that, she has also worked with Fever FM and HT Media.

  • Four out of every five readers look for festive offers in the newspaper

    Four out of every five readers look for festive offers in the newspaper

    Mumbai: In the age of digital, consumers still look to The Times of India group publications for brand and sale offers re-iterating the fact that the print medium is still the best for discovery. And the festive season is no exception. With the stock markets at all-time high and many categories seeing healthy growth, brands are banking on the festive season to achieve their best performance of the year.

    In its third edition, “Times Wishlist” was back this year asking the most important questions for the festive season. “Times Wishlist” is a one-of-a-kind campaign that asks consumers questions about their purchasing behaviour during the festive period.

    This year was our most comprehensive analysis yet, with questions about not just what they want to buy but when they buy, where, and what sources influence their decisions. Emerging as the most popular choice, four out of five readers turn to newspapers for festive deals and offers and three in four prefer to shop in physical stores.

    A whopping 56 per cent of readers are looking to buy consumer durables this year, while 48 per cent are in the market for mobile phones. 33 per cent of people looking to buy mobile phones, intend to spend over Rs. 40,000 on the same. More than half of the readers who want to buy a car are planning to spend more than Rs. 20 lakhs.

    There is also a lot of excitement around the regional festivals, with around 69 per cent of readers in Kolkata looking forward to Durga Puja making festive purchases, while over 35 per cent in Ahmedabad will be shopping during Navratri.

    It is now up to the brands to use these valuable insights to make their move, as there is a captive audience waiting. 

  • Jio Studios & Reliance Entertainment brings epic web series ‘Paan Parda Zarda’

    Jio Studios & Reliance Entertainment brings epic web series ‘Paan Parda Zarda’

    Mumbai: Jio Studios unites exceptional creative minds with the launch of their high-octane gangster drama Paan Parda Zarda which went on the floor on 27 September. Conceptualised and produced in association with Reliance Entertainment and Dreamer and Doers Co, the web series will see a powerhouse of creative forces coming together including ace directors Gurmmeet Singh (Mirzapur and Inside Edge) & Shilpi Dasgupta along with Mrighdeep Singh Lamba (Fukrey franchise), Suparn S Varma (Sirf Ek Bandaa Kaafi Hain, Family Man and Rana Naidu) and talented writer duo Hussain Dalal & Abbas Dalal (Bambai Meri Jaan, Farzi, Brahmastra), Radhika Anand & Vibha Singh.

    The ensemble for Paan Panda Zarda boasts an impressive lineup of talent featuring Mona Singh, Tanvi Azmi, Tanya Maniktala, Priyanshu Painyuli, Sushant Singh, Rajesh Tailang and Manu Rishi. The grand-scale series will unfold against the backdrop of illustrious locations in Central India.

    Showrunner and co-director of the series Gurmmeet Singh said “We are excited about starting a brand-new journey with Paan Parda Zarda in collaboration with Jio Studios. The series has a unique colour and texture, it is page-turning entertainment with elements of love story, action, and family drama set against the backdrop of illegal opium smuggling in Central India. Developed from an original story created by Showrunner and Co-Director Shilpi Dasgupta, the interwoven relationships are the key to this series, nuanced by a fantastic writing room. We cannot wait to start filming with our phenomenally talented cast and crew”

    Showrunner Mrighdeep Singh Lamba said, “Paan Parda Zarda is a labour of love that has been created after years of research and writing prep. The audience will relish watching the story unfold in a previously unexplored milieu. This is a beautiful moment for Gurmmeet Singh, Shilpi Dasgupta and myself as it has been a long-standing dream to take this story to the audience”

    Writer, Suparn S Varma said, “Creating the romantic and violent world of Paan Parda Zarda was liberating. Our imagination gave wings to characters and situations which break the usual cinematic norm. The series also gave me the opportunity to collaborate with old friends and new which was an added advantage,  making the process deeply satisfying.”

    Paan Parda Zarda is a thrilling gangster drama series set against the backdrop of illegal opium smuggling in Central India. A compelling story where battle lines are drawn between family and loved ones and allegiances are switched, the series promises to be a powerful entertainer.

  • Kelly Day shares her views on Prime Video’s customer-first strategy globally

    Kelly Day shares her views on Prime Video’s customer-first strategy globally

    Mumbai: In a fireside conversation at APOS Bali (Indonesia) 2023, created and curated by Media Partners Asia (MPA), Prime Video VP international prime video Kelly Day shared her views on Prime Video’s customer-first strategy globally. “As a customer-first organization, delivering great content selection, convenience of accessing the expansive content offerings and customer value, act as the major differentiators for Prime Video globally. Our mission is to become the one-stop entertainment destination, a place where customers can find all of their video entertainment under one roof, be it content produced by us or by other studios, content from our partners such as Paramount+, HBO Max, Starz, BritBox, accessible through Prime Video Channels, or titles to rent or buy via our TVOD Store; or fast channels, linear channels, AVOD channels that we have in many locales. So, we’re really trying to deliver the maximum selection possible.”

    Underscoring the investments Prime Video has made on behalf of customers worldwide, Kelly went on to share that since early 2022, Prime Video has been delivering even more variety and value through Original content, having launched 280 local Original titles across 25 countries. The service is further complementing this by bringing an incredible selection of content to the service through TVOD and Channels, with over 500 channels partners around the world, delivering incredible value to customers.

    On the importance of building local content offerings, Day shared, “We do not want our customers to see Prime Video as one homogenized, global service. For each of our geos, we want customers to consider it as a local experience, but with all the benefits of getting a credible technology platform, with great global Originals and other acquired content. Japan and India are two great examples where we have deeply invested in building an extensive array of local, authentic content that resonates with the customers.”

    Talking about the role of international content as a growth engine, Day elaborated, “Original content is a key pillar of growth. Over the last few years, we have invested in a lot in our big/key tentpoles, The Lord of the Rings: The Rings of Power, The Wheel of Time, Reacher, Citadel, and Jack Ryan, and these titles really resonate with our Prime customers globally and we see these working in almost every country around the world. That’s really what brings people into Prime Video, and once we have them engage with the service, then there is so much more that they can explore, whether it is licensed content such as Yellowstone or The Last of Us or Barbie or Super Mario Bros. Movie. And that is what we are really focused on trying to provide at Prime Video – a very personalized and engaging experience so that whenever customers come to the service, they are always going to find something that works for them, that they want to watch.”

    “We see the APAC region offering an incredible subscriber growth opportunity with the high-quality content engine we are developing across Asia. Be it Japanese Originals, Indian movies and series, Korean dramas, and much more, all this is resonating with customers not only in the local markets but across the world. Not just Asia, international content from Spain and Argentina is increasingly becoming popular with customers, including English-speaking markets such as the US, Canada, the UK, and Australia, to name a few. Customers from these locales are truly embracing the authentic, engaging, quality storytelling coming from all over the world.”

    Identifying Japan and India as the key growth drivers in the region and the potential in the Asia Pacific region, Kelly said, “We are relatively new in Southeast Asia and are in different phases of maturity in different countries. Japan is one of our most mature locales, India has been a huge growth driver over the last couple of years, in other markets we are just getting started, but we are incredibly excited by the opportunity here.”

    Day signed off by saying, “We really want to be a singular entertainment destination where customers can find amazing content at an incredible value, great price, in the convenience of really having one place to go. We want to deliver a very personalized experience with an easy to use, single billing application that just makes it easy for customers to navigate everything that’s out there and find something worth watching.”

  • Amazon Music introduces ‘The Walk In – India Edition’ series

    Amazon Music introduces ‘The Walk In – India Edition’ series

    Mumbai: Amazon Music, one of India’s leading music streaming services, is thrilled to unveil The Walk In – India Edition, a captivating series that offers an insight into the lives of India’s favorite music artists by getting an inside view of their iconic wardrobe exclusively on the Amazon Music India mobile app.

    Inspired from its global edition which has featured world-famous artists like Katy Perry, Avril Lavigne, and Shania Twain, the India edition is hosted by the legendary style icon Sushant Divgikar, popularly known as Rani Ko-HE-Nur. With musical mastery, iconic style, and laurels like Forbes 30 under 30, GQ’s 50 Most Influential Young Indians 2018, Rani leads ‘The Walk In – India edition,’ bringing together music, fashion, and pure fabulosity. With an array of prestigious accolades, Rani Ko-HE-Nur continues to be a guiding light, inspiring youth across nations, fearlessly forging paths less taken.

    The Walk In – India Edition sees Sushant a.k.a. Rani Ko-HE-Nur, a multifaceted performer and trendsetter, guiding music fans through the rich tapestry of popular Indian artists’ wardrobes, while delving into the stories that have shaped their musical careers. Each episode features Rani KoHENur entering the artist’s wardrobe, meticulously curated to reflect their personality and getting up close and personal with musical sensations, to offer an immersive experience that aims to bring fans closer to the artists they love. While the former delves into the artist’s early budget-conscious fashion choices, the latter showcases their current and future style evolution, interwoven with personal anecdotes, brand endorsements and tied/interconnected narratives.

    Launched exclusively on the Amazon Music India mobile app this July, The Walk In series has thus far featured three popular Indian music artists in three exclusive episodes. From Punjabi singer and actress Sunanda Sharma sharing her obsessive bag collection and her epic hatred for heels, to blazing Indian hip hop sensation King delving into his evolving style and chart-topping music career, and Punjabi music heartthrob Harrdy Sandhu opening up about his taste in more than just fashion, each Walk In episode is more entertaining than the other. The series also made its debut on Amazon Music India’s official YouTube page in September. And the excitement is all set to continue for the Walk In series as  Amazon Music is all set to announce an upcoming episode featuring none other than the legendary Sunidhi Chauhan. In this special episode, she’ll not only share her fashion insights but also take us on a captivating journey through her remarkable career in the music industry

    With its three Webby Award nominations, The Walk In has already captured global attention for its innovative approach to artist-fan engagement. The India edition is poised to elevate this concept to new heights, showcasing beloved artists in the Indian music scene as they reveal the stories behind their iconic fashion ensembles.

    Sharing their experience Sushant Divgikar a.k.a. Rani Ko-HE-Nur said: “I’m thrilled to host Amazon Music’s ‘The Walk-In India’ edition, a unique opportunity to connect with music and art enthusiasts as we delve into fashion, personal stories, and the artistic journeys of India’s top talents. Pop stars often become fashion icons, leaving a profound mark on culture. I’m honored to document the wardrobes of my favorite artists, including long-admired idols. Thanks to Amazon Music India for this platform, allowing us to celebrate our Indian and Desi stars alongside international counterparts, shining a spotlight on our own talent.”

    Amazon Music India director Mamat Saraf added: “We’re delighted to unveil ‘The Walk In – India Edition’ on Amazon Music, a series that not only offers a glimpse into the iconic wardrobes of India’s favorite music artists but also takes you on a journey through their personal stories and musical milestones. Hosted by the incomparable style icon, Sushant Divgikar, known as Rani Ko-HE-Nur, this series is a unique fusion of music and fashion that brings fans closer to the artists they love. ‘The Walk In’ has already captured global attention with its innovative approach to artist-fan engagement, and we’re excited to elevate this concept further in India.”

    The Walk In – India edition is exclusively available on the Amazon Music India mobile app and Amazon Music India YouTube page.

    Amazon Music India also kicked off a video-centric initiative earlier this year wherein they launched a variety of original series focused on music artists and their musical journeys, celebrities sharing their music tastes, sneak-peek into the lives of renowned musicians, and never-seen-before interviews of indie artists, among others. The original shows are exclusively part of Amazon Music India’s in-app content and their YouTube page.

    Some of the key series include:

    Artist Diaries: a short film of sorts on artists’ lives where they’re captured in the middle of their recording sessions or composing a song, while they speak directly to their audience about their musical journey.

    Vibe Check: a fun, fast-paced, and witty repartee wherein the artists talk about their likes, and dislikes and how well they know each other.

    This Day That Year: a series where musicians take their fans on a nostalgic journey by revealing milestone dates important to them.

  • Ophelia Lovibond discusses her role as Joyce in Minx Season 2

    Ophelia Lovibond discusses her role as Joyce in Minx Season 2

    Mumbai: They aren’t your typical feminists! Lionsgate Play is set to premiere the raunchy season 2 of Minx on 6 October. Starring the hysterical Jake Johnson alongside Ophelia Lovibond, Oscar Montoya and Jessica Lowe, Minx follows Doug and Joyce as they challenge the patriarchy in their own sweet way. Having decided to open the first erotic magazine for women, they battle their way to the top amidst countless protests and merciless competitors with a comical twist. So get ready to roll on the floor with laughter as Lionsgate Play brings to you an uproarious dramedy with subdued political awakenings.  

    Talking about playing Joyce, and the growth of her character, Ophelia Lovibond said, “I love playing Joyce so much. I think that the character and the world that Ellen created is so much fun. To dive into every aspect of this world is a joy and to get to play someone who occupies these feminist values. To see her not kind of being curtailed by any judgment that she has – she lets go of judging herself which you see her blossom as a result of. I love seeing the scripts and seeing what they get up to and seeing how all of the different characters interact. It’s never a dull moment on the Minx set.”

    Tune into Lionsgate Play on 6 October for the riot of a lifetime.

  • The comic & Webtoon app ‘Toonsutra’ is now live on Android & iOS

    The comic & Webtoon app ‘Toonsutra’ is now live on Android & iOS

    Mumbai: Toonsutra has launched the country’s biggest webtoon app that can be accessed and enjoyed by all Indian Android & iOS users. Webtoon platforms have become an explosive phenomenon across the world growing to US$4.7 billion in 2021 and projected to exceed US$60 billion a year by 2030. The digital media startup spun out last year from Graphic India – the country’s leading original character entertainment company. Validating the timing and the potential this opportunity presents for the Indian webtoon market, Sony Innovation Fund recently became an investor in Toonsutra.

    Through the Toonsutra app, comic fans can consume some of the best global and local comic content and stories in Hindi, Tamil, Telegu and English languages in an easy-to-read vertical scroll format optimized for mobile. Content in Bengali, Marathi, Malayalam and Kannada will also be available soon. Breaking the mould of traditional comic reading, Toonsutra provides readers with comics in bite-sized snackable episodes, each of which delivers an enticing narrative leaving the hooked reader anticipating the next thrilling episode.

    “Toonsutra plans to spark a new wave of pop-culture entertainment across India connecting millions and building the largest community of fandom across comics, webtoons, animation, genre and fiction,” commented  Graphic India co-founder and CEO Sharad Devarajan. “Just as we saw with the streaming video revolution, India’s entertainment audience is excited to experience and experiment with a wide variety of the best content from across the world, and also groundbreaking local originals from homegrown creators. Comics and webtoons are the next big visual storytelling medium for the country and Toonsutra is bringing the highest quality comic stories by the greatest global creators to India’s vernacular languages for the first time.”

    The app will offer episodes from different genres including fantasy, romance, mythology, superhero, sci-fi, action and more. Toonsutra’s new storytelling home will showcase the highest quality web-toon and comic stories from top Indian and global creators, including stories from icons Stan Lee, Grant Morrison, Ryan Pagelow, Shekhar Kapur, Jeevan J. Kang, Mounica Tata, Rohan Chakravarty, Alicia Souza. The platform will also promote emerging rising star creators from across India giving them a home to tell their stories.

    “The webtoon mobile comic space has taken off globally and is projected to exceed US$60 Billion a year by 2030. India’s massive 700 million youth market is looking for new, engaging, snackable, high-quality experiences. Toonsutra’s web-toon bite-sized format will appeal to this young consumer who consumes entertainment very differently today. A convenient vertical scroll is native to where everyone is on their phones 24×7!” said veteran mobile and media startup leader, Vishal Anand who recently joined as Toonsutra’s co-founder and chief operating officer. “With India’s media and entertainment market expected to grow from $23 billion to $100 billion by 2030, we believe web-toon comics are perfectly positioned to be one of the largest accelerants for that growth,” he added. Previously, as Chief Product Officer and part of the core initial team at Dailyhunt, Anand helped scale one of India’s most successful media platforms to over 100M active users and build and manage their product and tech teams. Most recently Anand was part of the product leadership team at Amazon Web Services.

    As readers dive deeper into webtoons, they will earn coins, unlock rewards, and discover hidden bonus surprises and community features. The more they read, the more they are rewarded, enhancing the excitement of their storytelling journey. Readers can seamlessly enjoy their daily dose of entertainment without having to pinch, zoom or scale pages, unlike other normal comic reader PDF apps. In addition to free daily content, fans can also purchase and binge on episodes for as low as INR 5, making comics finally accessible to everyone.

    The vast library available on Toonsutra includes exclusive content with numerous global partners, including:

    Graphic India’s leading Indian comic stories such as 18 Days, Devi, Shadow Tiger, Dragonfly, The Mighty Yeti and Chakra The Invincible; the epic comics based on Baahubali: The Lost Legends and more.

    The vast Archie Comics library will be made available in vernacular languages for the first time, featuring stories about Archie, Betty, Veronica, Jughead and the gang from Riverdale. Just in time to catch up on the original comics that inspired the upcoming ‘The Archies’ film coming in December to Netflix.  

    Superhero lovers in India can finally enter the world of Valiant Comics, one of the world’s largest superhero universes, and enjoy hit titles like X-O Manowar, Bloodshot, Harbinger, Ninjak and dozens more.

    Cinema lovers can experience the Liquid Comics library with original comics made by some of the world’s most iconic filmmakers including Wes Craven’s ‘Coming of Rage’; Barry Sonnenfeld’s ‘Dinosaurs vs. Aliens’; Guy Ritchie’s ‘The Gamekeeper; and John Woo’s ‘Seven Brothers’ to name a few.

    Manga fans can enjoy, stories from Kenaz, a leading South Korean-based studio that specializes in vertical manga series in popular categories such as love, romance, fantasy, and action with acclaimed titles such as Evil Hunter, Blood Type Love, The Distance between Us, The Scent of Love and more.

    Toonsutra will also be putting the spotlight on home-grown creators from India such as the inimitable Alicia Souza whose designs and comics have brought joy to millions; the amazing Mounica Tata who portrays life in India through an intelligent, satirical, and comic lens; and Rohan Chakravarty whose Green Humor comics highlight important environmental topics with hilarious wit; and new Indian creators being constantly added.

    Toonsutra’s early backers include some of the biggest names in tech and media such as entrepreneurs, Rotten Tomatoes co-founder Patrick Lee; Twitch co-founder Kevin Lin; Crunchyroll co-founder Kun Gao; Jeremy Liew partner Lightspeed Venture Partners; Rishad Tobaccowala, Fmr. chief growth officer, Publicis Group; Michael Maher, founder, Start Media; Benjamin Grubbs, co-founder, CreatorPlus; Holly Lui, co-founder, Kabam; Ray Chan, co-founder, 9GAG; Sandeep Kumar Sood, co-Founder, Junglee Games; and others.  

  • Kaun Banega Crorepati reigns as advertisers’ beloved choice, continuing its impressive run on SonyLIV!

    Kaun Banega Crorepati reigns as advertisers’ beloved choice, continuing its impressive run on SonyLIV!

    Mumbai: Over the years, ‘Kaun Banega Crorepati’ has become synonymous with the hopes and dreams of millions. The show, cherished by audiences of all ages, continues to make a significant impact on people’s lives. The reality show has returned with its 15th season, accompanied by the highly acclaimed feature, KBC Play Along on Sony LIV.

    The last season of KBC has proven to be an extraordinary triumph, surpassing previous records on the platform. Furthermore, ‘KBC Play Along’ allows users to participate real-time while watching the show on the app. This initiative creates an ideal environment for advertisers to target a highly engaged audience through Sony LIV exclusive integrations.

    Seizing this opportunity to engage with a broad and diverse audience, renowned brands have joined forces to convey their brand messages and connect with viewers through distinctive brand integrations. ACKO, India’s leading digital insurance company and Vimal have come onboard as a ‘Co-Presenting Sponsor’. As part of this partnership, ACKO has tactfully partnered with the platform for KBC lifelines across the show & Play Along to build the brands proposition as consumer’s go-to Lifeline for their insurance needs across Health & Auto categories.

    IDFC FIRST Bank joins as the ‘Banking Partner’, exclusively representing banking branding throughout the show. This involves presentation of IDFC FIRST Bank Branded cheques to the winners and interactive assets on Play Along.

    India’s major electronics retailer, Croma, steps in as a ‘Co-Powered Sponsor’. Croma will conduct unique quizzes for its online and offline customers, offering a chance to be a special guest on the KBC set, among other rewards. Additionally, to build and highlight the brand’s online presence, contestants who surpass 25 lakhs can select a Croma appliance as a prize from “Croma.com Cart Unlocked”.

    The show also brings in UltraTech Cement, Parle Agro and Atomberg as Partner sponsors along with other prominent advertisers.

    Comments

    Sony LIV head AD sales revenue Ranjana Mangla

    A show with a global legacy, Kaun Banega Crorepati has truly become an essential part of Indian culture, representing knowledge, aspiration, and growth. A huge and diverse audience base along-with active participation via LIV exclusive Play-along provides advertisers scaled reach with multiple touchpoints supported by innovative integrations and contextual creative renditions to land their message effectively in a seamless manner. Continued sponsorship partnerships with Acko, IDFC, Vimal, Ultratech and repeat investments from many others are solid testament to KBC delivering great value to advertisers on-board.  

    Croma COO Shibashish Roy

    We are excited to team up with SonyLIV for KBC, a journey filled with knowledge, excitement, and endless possibilities. Like the show’s spirit, Croma aims to empower people with latest in technology and seamless experiences. The partnership highlights our common goal to spark curiosity and shape a world where innovation is limitless.

    Parle Agro joint managing director & CMO Nadia Chauhan

    At Parle Agro, we are thrilled to associate our Smoodh dairy beverage with the intellectually stimulating Kaun Banega Crorepati on Sony LIV. We eagerly anticipate rewarding the Play Along participants, who showcase sharp intelligence and keen insight—traits that echo the essence of both our brand and the show. This alliance embodies our steadfast dedication to innovation, knowledge, and unparalleled quality.

  • ITC Sunrise Spices releases special Durga Puja music video

    ITC Sunrise Spices releases special Durga Puja music video

    Mumbai: ITC Sunrise Spices, a beloved name in every Bengali household, marked the onset of Durga Puja with the grand launch of ‘Dashabhuja Ghore Ghore Durga’ music video. Sung by the incredibly talented Monali Thakur and Jeet Ganguly, the video encapsulates the spirit of Bangaliana and the magic of Durga Puja. This musical masterpiece was officially unveiled on 1 October 2023, at the Sunrise 66 Pally Puja Pandal, with renowned celebrity Trina Saha.

    The heart and soul of this captivating music video lies in its soul-stirring composition and melodious rendition. Making it an auditory experience like no other, Monali Thakur infuses life into the heartfelt lyrics, capturing the very essence of Durga Puja. Her singing evokes a profound sense of nostalgia and celebration that resonates deeply throughout Bengal.

    The music is composed by the renowned Indian composer Jeet Ganguly. Adding depth to the narrative, Bengal’s heartthrob, Abir Chatterjee, renowned for his remarkable screen presence, skilfully portrays the ethos of Durga puja celebrations in the region, while the exceptionally talented Trina Saha adds more to the visual spectacle. The video also features cameo appearances by Jeet Ganguly and Monali Thakur, further enhancing its grandeur and appeal.

    Commenting on the launch, Sunrise Spices business head Piyush Mishra said, “Durga Puja is the most celebrated festival in the east and Sunrise being synonymous with the food and culture of the state, wanted to set the tone for the grand celebration slightly differently this year through our own musical tribute. This Durga Puja special song in collaboration with renowned artists is our heartfelt and humble attempt to honour womanhood and make the festive season special for our discerning consumers. We hope this song reaches every home and make people groove to the captivating beats”.

    As the region celebrates the spirit of Durga Puja, ITC Sunrise Spices Dashabhuja Ghore Ghore Durga also encourages one and all to join in honouring the essence of womanhood – the heart and soul of every Bengali household. The music video’s enchanting melodies and captivating visuals encapsulate the magic of Durga Puja, making it a must-watch for all.

    The launch event was further elevated by a spectacular flashmob performance by 400 dancers, adding an extra layer of magic to the cherished celebration. Adorned in vibrant festival colours, these dancers crafted a visual masterpiece. As the melodies filled the air, their graceful and synchronised dance moves seamlessly intertwined with the festivity, captivating the hearts of onlookers and reminding them of Durga Puja’s unique and enchanting spirit in Bengal.