ITV

Category: iWorld

  • E-commerce: Leveraging the power of offer optimisation, personalisation, & AI in advertising

    E-commerce: Leveraging the power of offer optimisation, personalisation, & AI in advertising

    The e-commerce market is booming exponentially. E-commerce sales are anticipated to touch the $8 trillion mark by 2027. Attracting and retaining customers in this ever-evolving landscape is becoming increasingly difficult. Brands are consistently seeking innovative strategies to acquire the right set of users that fuel the maximum conversions. Striking the perfect balance between optimised offers, hyper-personalisation and capitalising on Artificial Intelligence is the key to maximise e-commerce success. This strategy will ensure a holistic and satisfactory user experience, benefiting businesses immensely.

    E-commerce advertising, in today’s era transcends the realm of generic banners and sending out mass emails. With a colossal amount of content at their disposal, it is imperative to deliver personalised content that does not fade into the background and is able to captivate the user’s interest. Significant advancements in the field of technology marked by the growing popularity of AI and machine learning have proved to be catalysts in optimising advertising efforts.

    Bridging the gap between consumer needs & promotional offers!

    Tailoring promotional offers to rightfully cater to the needs of the target audience for maximum impact in contrast to bombarding them with generic discounts can significantly impact conversion rates. E-commerce platforms can harness the power of AI to get insight into the behaviour patterns of their target audience like their purchase history, browsing patterns and demographics to create offers that resonate with them in the best possible way and boost customer satisfaction. AI and machine learning algorithms can help craft the best offers ranging from personalised discount codes to limited-time promotion deals. Choosing the right distribution channel is pivotal to reach a wider and ideal audience segment that will most likely hit that call-to-action button.

    Tailored shopping experiences through personalisation

    Brands are turning to personalisation as a means to forge deeper connections with their audiences. From product recommendations based on past behaviour to customised email campaigns that address the specific needs of each customer, personalisation goes a long way in driving heightened brand loyalty and improved engagement. Creating a differentiated journey for each customer through multiple touchpoints is an integral part of an e-commerce marketing strategy.

    Unleashing the power of AI to eevolutionise e-commerce marketing

    AI is transforming the e-commerce industry to a great extent by identifying consumer preferences, predicting user behaviour and delivering hyper-targeted ads. Personalised interactions have become indispensable for brands nowadays. AI analyses huge chunks of data and helps businesses delve deep into what their customers desire. Subsequently, they are able to deliver relevant content that addresses their pain points throughout the consumer lifecycle. It also helps marketers take note of at-risk customers and help craft strategies that will rekindle their interest in the brand.

    AI adoption automates workflow by streamlining processes such as product recommendations, loyalty discounts and low-level support. This enhances operational efficiency and cuts down labour costs. Also, automating tasks like emailing, order fulfilment, customer service, and payment processing, helps allocate resources to innovation and growth.

    The article has been authored by AdCounty Media co-founder & chief revenue officer Delphin Varghese.

  • Scam alert! fake ads impersonating Palki Sharma of Firstpost

    Scam alert! fake ads impersonating Palki Sharma of Firstpost

    Mumbai: Firstpost has issued an alert about fraudulent ads involving the misuse of the name and image of its managing editor, Palki Sharma by cybercriminals. Individuals have been deceived through false ads on social media, particularly Facebook and Instagram, claiming to offer stock market courses by Palki Sharma.

    Bringing attention to the false ads, Palki Sharma posted on X and alerted the users. In her post, she said, “This is a scam. A lot of you have shared these posts with me in the last few days. (Thanks for flagging!) My photos are being misused and such fraudulent ads are being circulated on Facebook. Despite complaints, @Meta has not taken action.”

    Palki Sharma does not provide any investment advice or stock market courses through WhatsApp or any other social media platform. She is not associated with any group offering stock recommendations or financial advice, and people are urged to exercise caution and report any suspicious activities immediately.

    To avoid falling victim to such fraud, it is recommended to ignore advice from unknown sources, verify information from official sources, and maintain secure practices for personal and financial transactions. It is important not to trust any information shared through unofficial channels and sources. In case of any suspicious activity, Firstpost advises people to report it to the appropriate authorities immediately.

    For further information and to report fraudulent activities, please visit www.cybercrime.gov.in or contact the helpline number – 1930 or the cyber cell of the local police department.

     

     

  • bigbasket now partners with Tanishq and MMTC-PAMP for Akshaya Tritiya

    bigbasket now partners with Tanishq and MMTC-PAMP for Akshaya Tritiya

    Mumbai: bigbasket now has partnered with Tanishq and MMTC-PAMP, for Akshaya Tritiya. Through these collaborations, bigbasket will offer its customers the opportunity to purchase gold and silver coins and bars, delivered within an impressive 10 minutes through the bigbasket now platform.

    This partnership underscores bigbasket now’s commitment to providing its customers with a memorable shopping experience, characterized by convenience, authenticity, and quality. bigbasketeers in different cities across India can purchase MMTC-PAMP Lakshmi Ganesh (999.9 Purity) Silver Coin, 10 g; MMTC-PAMP Banyan Tree® (999.9 Purity) Silver Bar, 10 g; Tanishq 22 Karat Gold Coin, one gram; and Tanishq 22 Karat Gold Coin With Lakshmi Motif, 1 g on the occasion of Akshaya Tritiya.

    Speaking about this, bigbasket chief buying and merchandising officer Seshu Kumar Tirumala said, “Our collaboration with Tanishq, a trusted name synonymous with quality and craftsmanship in the jewellery industry, ensures that our customers can celebrate Akshaya Tritiya with the finest gold coins, reflecting prosperity and elegance. Additionally, our partnership with MMTC-PAMP, a globally recognized leader in precious metal refining, brings to our customers high-quality silver coins, adding a touch of purity and tradition to their celebrations. All of these will be delivered in 10 minutes.”

    The word “Akshaya” means “never diminishing” in Sanskrit, and the day is believed to bring good luck and success. Purchasing gold on Akshaya Tritiya is a popular tradition, as it is thought to bring lasting wealth and prosperity. Marking this day, bigbasket now is offering customers the finest quality gold and silver coins, ensuring that the values, blessings, or wealth acquired on this auspicious day grow and bring prosperity.

  • Fans go all out to recommend their favourite shows and movies in the latest brand film unveiled by Prime Video as part of the Everyone’s Talking Amazon Prime campaign

    Fans go all out to recommend their favourite shows and movies in the latest brand film unveiled by Prime Video as part of the Everyone’s Talking Amazon Prime campaign

    Mumbai: Prime Video, India’s most loved entertainment destination, has rolled out a new, entertaining brand film as a part of its campaign – Everyone’s Talking Amazon Prime. The campaign reinforces the brand’s position as the home for all the shows and movies that everyone’s talking about in India today. Through a high-octane and humorous film, with an appearance by Pankaj Tripathi as the much-loved Kaleen Bhaiyaa from Mirzapur, the ad film underscores the incredible fandom and popularity that Prime Video’s shows and movies enjoy amongst Indian consumers, across all languages and age groups.

    The new brand  film further builds on the  ‘Everyone’s Talking Prime’ campaign that was launched last year with a film featuring Manoj Bajpayee (The Family Man), asking for suggestions on what to watch and getting flooded with a barrage of recommendations. The focus of the new film, like the previous one, is on the fans, who don’t hesitate to jump in (quite literally in this case!) and recommend their favourite titles, to anyone looking for streaming suggestions. The campaign reiterates Prime Video’s philosophy of customer obsession, which ensures that all content on the service deeply resonates with viewers and leaves a lasting impression on them.

    “Our remarkable journey spanning seven years in India has been a testament to our commitment to redefining the entertainment landscape of the country. We have always sought to bring forth authentic storylines and rooted narratives across genres, languages, and formats, that resonate with customers, both locally and globally. A look at the shows and movies launched in just the last year and a half – from Farzi, Jubilee, Bawaal and Dahaad to Indian Police Force, Poacher, Wedding.con, Inspector Rishi, Road House and Fallout, among others, each show or movie has succeeded in becoming someone’s favourite story to recommend,” said Prime Video India country director Sushant Sreeram. “With our latest brand film, we not only celebrate the compelling line-up of shows and movies that we are bringing to customers, but also reflect fan-speak on how these are quickly becoming widely talked about and watched. I am confident our forthcoming line-up will continue to entertain and delight our customers, just the way our shows and movies have done till now.”

    The latest brand film opens to an intense round of wrestling, with each wrestler trying to gain the upper hand when, unexpectedly in the middle of the match, one of them asks the other to recommend something to watch. What follows is a hilarious free-for-all, with coaches, judges, match officials and even the audience jumping into the fray to suggest their own favorite Prime Video show or movie, building a human pyramid in the process. The air reverberates with the names of many fan-favorites and award-winning titles like Indian Police Force, Ae Watan Mere Watan, Bawaal, Dahaad, Farzi, The Boys, Roadhouse, and many more. Amidst the chaos, we see an incredibly calm Pankaj Tripathi in his Kaleen Bhaiyya avatar flanked by two of his men, watching all this action. Unable to resist, he finally consents to recommending Mirzapur, in his typical Kaleen Bhaiya style and also sums up the proceedings with his characteristic voice-over ‘Jo shows aur movies sabki zubaan par, woh sab Amazon Prime par’.

    The film is supported by a 360-degree campaign on TV, digital, social media and outdoor along with social innovations that bring the premise of the film alive. Conceptualized by Manja and the Prime Video creative team, the films have been scripted and produced by Nirvana Films with director Prakash Varma at the helm.

  • 90 per cent of (9 out of 10) Delhi youth witness spike in fake news during elections

    90 per cent of (9 out of 10) Delhi youth witness spike in fake news during elections

    Mumbai: Amidst the spread of misinformation in a digital age, The 23 Watts, a new age communication consulting firm, has released a report that explores the relationship between Delhi Youth, notably Generation Z (Gen Z), and ‘Fake news.’ The report titled ‘Truth Be Told’, examines how the digitally native Gen-Z perceive, consume and navigate the complexities of misinformation.  With over 1,200 respondents aged below 25 years, across Delhi-NCR, ‘Truth Be Told’ covers three broad areas: the influence of misinformation, the experience of coming across fake news, and the opinion of the youth about who is responsible for the Fake News epidemic.  

    The 23 Watts onboarded an external expert, Vijay Ganesan, former director-Analytics & Data Strategy, Europe at Kantar  to verify the methodology applied in the report, Kantar

    ‘Truth be Told’ also sheds light on the Delhi Youth’s social media behaviours, mindsets, and information-sharing patterns, revealing these factors’ impact on their decision-making processes. Released ahead of the General Elections in New Delhi, this report seeks to foster an informed and resilient Gen Z electorate as they play a crucial role in shaping the outcome.

    Some of the key highlights from the report include:

    ●    During national events like elections, 90 per cent of the consensus experiences an increase in fake news.

    ●    91 per cent believe fake news can influence voting decisions.

    ●    80 per cent of the population alters their perceptions and opinions based on fake news influence.

    ●    59 per cent of the consensus fall trap to sensationalism, leading them to share fake news

    ●    Although 95 per cent claim to authenticate news, 45 per cent have shared unauthenticated news later found to be fake.

    ●    Only 29 per cent of individuals authenticate information through fact-checking websites.

    ●    62 per cent of the Delhi Genz consensus believe that fake news not only misleads perceptions but also plays as a tool to mend and damage reputations

    ●    89 per cent believe the government needs to do more to prevent fake news, with 69 per cent suggesting stricter policies are necessary.

    ●    Approximately 66 per cent of the GenZ population relies on internet portals (YouTube, social media, messengers, online articles) for news consumption.

    Putting forth the vision behind the report, Tarundeep Singh, chief growth officer, The 23 Watts,  says, “Born into technology and raised with information at their fingertips, Generation Z is redefining political movements, religion, pop culture, national events, and more. With fake news being at the forefront of all major happenings in the nation, through The 23 Watts Insights Studio, we wanted to understand this shifting focus. The core of our effort is to map and mine the minds of the loud and proud Gen Z to understand the lasting shift in news consumption and the spread of misinformation.”

    The primary research also highlighted that 14 per cent of Delhi Youth tend to share sensational news, without fact-checking, and only based on conjectures. All findings from the report tie back to how the high on hashtags Gen Z is on the loose, and easily swayed by their feed.

    While sharing views on the report, Kantar former director-analytics & data strategy, Europe Vijay Ganesan said, “This research explores these themes in detail with an ideal balance with the Quantitative approach needed for a piece of reliable empirical evidence and equally complemented by in-depth insights unlocked through qualitative research to understand motivations and behaviours. It’s an evolving area of research and this is an attempt to demystify the larger community. I am sure it will unlock more and more such unknowns in its immediate future iterations.”

    In an unprecedented year for elections, out of all the risks, Fake News is one of the major threats that the youth of Delhi face today. The call for Government action is loud, with 48 per cent, demanding tighter policies, 16 per cent appealing for education campaigns to navigate these rough seas and 15 per cent advocating for national fact-checking as a solution. With a shared belief in the importance of digital literacy, the Delhi youth are calling for awareness campaigns and initiatives, arming themselves with knowledge to fight the tides of deception.

  • ShemarooMe unveils triple summer treat with superhit movies – Vash, Lagan Special, and Kamthaan

    ShemarooMe unveils triple summer treat with superhit movies – Vash, Lagan Special, and Kamthaan

    Mumbai: ShemarooMe, a pioneer in delivering diverse and entertaining content, is thrilled to announce an exciting line up for the summer of 2024 with the OTT premiere of three highly anticipated Gujarati movies – ‘Vash,’ ‘Lagan Special,’ and ‘Kamthaan.’ Viewers can now indulge in a cinematic journey from the comfort of their homes, as ShemarooMe brings the thrill, romance, and comedy directly to their screens. Each film promises to captivate viewers with its unique storyline, stellar performances, and engaging narrative. This triple treat of cinematic excellence showcases ShemarooMe’s dedication to providing a rich tapestry of entertainment options for a broad audience.

    Following the digital premiere of ‘Vash’ on ShemarooMe, gear up for the release of ‘Lagan Special’ in June, while ‘Kamthaan’ is slated to launch on the app soon. Expect the best of entertainment and performances from the leading stars of Gujarati Cinema, including Malhar Thakkar, Hitu Kanodia, Sanjay Goradia, Hiten Kumar, Janki Bodiwala, Niilam Panchal, Puja Joshi and many others.

    The most talked about movie, Vash, is a gripping supernatural horror thriller film, directed by the acclaimed Krishnadev Yagnik, starring Janki Bodiwala, Hitu Kanodia, Niilam Panchal, and Hiten Kumar. Having garnered acclaim not only in Gujarat but also across India, it transcends language barriers with its universal appeal. With a spine-chilling plot and haunting visuals, the Gujarati masterpiece is poised to be a major draw for fans of the thriller genre.

    Experience the magic of romance like never before with Lagan Special, a heartwarming tale featuring the heartthrob of Gujarat, Malhar Thakar along with the talented Puja Joshi, Mitra Gadhavi among others. Filled with quirky characters and heartfelt performances, Lagan Special celebrates the power of love, sacrifice, and hope. On the other hand, Kamthaan is a crime comedy, a laugh-out-loud extravaganza starring Hitu Kanodia, Sanjay Goradia, Arvind Vaidya, Darshan Jariwala, and a talented ensemble cast. Packed with witty humour and hilarious moments, Kamthaan guarantees non-stop entertainment for the entire family.

    Commenting on the announcement, Shemaroo Entertainment Ltd. COO- Digital Business Saurabh Srivastava said, “We are thrilled to present the refreshing line-up of exciting movies for our audience. With ‘Vash,’ ‘Lagan Special,’ and ‘Kamthaan,’ we aim to provide a diverse range of genres, catering to the varied tastes of our viewers and offer something for everyone to enjoy. This Summer, we want audiences to immerse themselves in the world of Gujarati entertainment, right from the comfort of their homes.”

  • Amazon miniTV releases fairytale Tujhpe Main Fida

    Amazon miniTV releases fairytale Tujhpe Main Fida

    Mumbai: Amazon miniTV, Amazon’s free video streaming service, is all set to take audiences on an enchanting journey filled with love, heartbreak and mystery with its upcoming series, produced by BBC Studios Productions India, Tujhpe Main Fida. The streaming service today announced this modern-day fairytale by unveiling its mesmerizing trailer, starring Rudhraksh Jaiswal and Nikeet Dhillon in the lead roles. The series also features prominent actors like Gauri Pradhan, and Kamya Ahlawat, in key roles. Created by Richa Yamini, known for creating a popular television show called “Kaisi Yeh Yariyaan”, Tujhpe Main Fida follows the journey of Aira and Marcus, two souls entwined by fate and bound by secrets, the series breathes new life into the timeless fairy tale of Rapunzel. With a spellbinding narrative, intriguing characters, and sizzling chemistry, Tujhpe Main Fida will stream exclusively from 11 May on Amazon miniTV for free.

    The trailer of Tujhpe Main Fida offers a glimpse into the intriguing world of Coletown, where every corner holds a new mystery waiting to be uncovered. At the heart of this tale is Aira, a young woman confined in the town after the sudden demise of her father, who finds herself entangled in the enigmatic web of Coletown’s secrets. Her life takes an unexpected turn when Marcus, her knight in shining armour, returns to Coletown after two years, unfolding a chain of events that will challenge the limits of their love. With a whirlwind of emotions, their journey is filled with passion, longing, and the constant quest for the truth. The story will keep viewers engrossed as it follows Aira and Marcus who attempt to navigate the twists and turns of their intertwined destinies and must confront their deepest fears and fight for their love against all odds.

    Amazon miniTV head of content Amogh Dusad shared, “Tujhpe Main Fida is the perfect blend of intense romance, mystery and intrigue. Offering a modern-day twist to a classic fairy tale narrative, the series set in the backdrop of a mysterious town promises to touch a chord with audiences across India with its differentiated approach of storytelling. A talented ensemble, gripping narrative and top-notch screenplay will definitely resonate with viewers.”

    BBC Studios Productions India General Manager Sameer Gogate comments, “We are thrilled to continue our collaboration with Amazon miniTV. Tujhpe Main Fida is an intense love story set in a mysterious town. The spellbinding nature of this love story makes this extra special and I hope this series resonates well with audiences across India”

    Excited about being part of the series, Rudhraksh Jaiswal expressed, “Portraying Marcus in the series has been an exhilarating and immensely demanding endeavour. Marcus embodies a tapestry of life’s trials, facing battles, struggles, and hardships head-on. He exudes boldness and a profound sensitivity towards his loved ones.

    The series encompasses a rich tapestry of human experience, capturing the profound depths of love, the most potent of emotions, and weaving them seamlessly with suspense that tantalizes and keeps audiences on tenterhooks. Every twist and turn leaves viewers yearning for answers, eager to unravel the mysteries of the plot. I am profoundly grateful to be part of such a dynamic project, as it allows me to indulge my passion for challenging and uniquely crafted projects.”

    “Portraying the character of Aira in Amazon miniTV’s Tujhpe Main Fida has been an exhilarating experience. She is deep and complex and it has been a privilege to explore her story arc. The series isn’t just a tale of romance and intrigue but also a reflection of the courage to break free from the shadows of the past and fight for love. Working alongside such a talented cast and crew has been delighted and I am excited for audiences to join us on this dynamic journey,” shared Nikeet Dhillon, who essays the role of Aira in the series.

    Tujhpe Main Fida will stream exclusively on Amazon miniTV from 11 May for free within Amazon’s shopping app, on Prime Video, Fire TV, and Smart TVs, or download the app from Play Store.

  • L’Oréal Paris celebrates 27 glamorous years at Cannes with Aishwarya Rai Bachchan and Aditi Rao Hydari

    L’Oréal Paris celebrates 27 glamorous years at Cannes with Aishwarya Rai Bachchan and Aditi Rao Hydari

    Mumbai: L’Oréal Paris returns as the official makeup partner of the Festival de Cannes, scheduled from 14 to 25 May 2024. With an esteemed history as the festival’s makeup partner, L’Oréal Paris enters its 27th year with the theme ‘Many Ways To Be An Icon’ that mirrors the brand’s philosophy of confidence and self-empowerment, reinforcing the belief that every individual is inherently deserving.

    This year, Aishwarya Rai Bachchan and Aditi Rao Hydari are all set to flaunt their iconic presence at the Cannes Film Festival. It is a testament to their talent, beauty, and the ever-growing influence of Indian cinema on the global stage. A pioneer in her own right, Aishwarya was the first Indian female actor to serve as a Cannes jury member, symbolizing the brand’s commitment to global representation.

    The Indian film industry luminary and L’Oréal Paris ambassador Aditi Rao Hydari expressed her excitement, saying, “I am thrilled to embark on this journey to the esteemed Festival de Cannes as the spokesperson for L’Oreal Paris. I strongly advocate that women should confidently embrace their unique selves and I truly resonate with the theme of this year “Many Ways to be an icon”. For me, being an icon isn’t about fitting into a mold; it’s about embracing one’s unique journey and inherent worth. It is an honour to be aligned with a brand that has consistently championed the cause of women’s empowerment, fostering confidence and growth in every facet of their lives.”

    Additionally, the brand presents the fourth edition of the L’Oréal Paris Lights on Women’s Worth Award, with actress and L’Oréal Paris ambassador Elle Fanning to take over from Kate Winslet as the Juror. Founded to spotlight the gender imbalance in filmmaking, this award honors one promising female short-film director from among the official Cannes Short Films selection and the selection of La Cinef Short Films.

    L’Oréal Paris embodies an inclusive representation of beauty that resonates with women across the globe. Aligned with the brand’s core values and cause initiatives, the brand ambassadors transcends boundaries and echo the brand ethos. Through their partnership with L’Oréal Paris, they aim to amplify the message of self-worth and inspire millions worldwide to embrace and honour their unique individuality. As the Festival de Cannes’ official makeup partner, it inspires ambassadors, actors, and actresses to showcase this empowered beauty vision on the red carpet.

  • Niharika NM to attend the Cannes Film Festival for the third consecutive year

    Niharika NM to attend the Cannes Film Festival for the third consecutive year

    Mumbai: The prestigious Cannes Film Festival is set to witness a familiar face yet again as Niharika NM prepares to attend the iconic film festival for the third consecutive year. Niharika has become a staple at the world-renowned festival, captivating audiences and fashion enthusiasts alike with her appearances. Having made her debut in Hollywood with her cameo in Netflix’s widely popular series Big Mouth alongside Megan Thee Stallion, Jordan Peele, Padma Lakshmi earlier this year, Niharika is set to take the global stage yet again at the Cannes Film Festival.

    Her splendid selection of outfits at the Cannes Film Festival last year further solidified her status as a fashion icon, turning heads and garnering praise from critics and fans alike. Having been there twice in the last two years, Niharika is no stranger to the grandeur of the Cannes Film Festival. Following on from last year, Niharika will be dressed in outfits from the top-most designers from India and the world over like Indonesia, New York, London, Lebanon and Australia.

    Reflecting on her past Cannes experiences, Niharika shared, “Being invited to witness the grandeur of the Cannes Film Festival for the third time feels lovely. For the film enthusiast in me, it’s like a dream I don’t wake up from. I’m looking forward to experiencing cinema at its finest yet again. ” Niharika NM’s journey from newcomer to Cannes regular is a testament to her passion for the arts and her dedication to her craft. Beyond the glitz of the red carpet, she remains committed to using her platform to champion entertaining and relatable storytelling through her videos.

    Having worked with the creme-de-la-creme of the Indian film industry, right from Aamir Khan to Mahesh Babu, from Yash to Priyanka Chopra, Niharika has stamped her authority through her shareable videos. Stay tuned as Niharika NM takes Cannes by storm for the third consecutive year, promising yet another unforgettable moment at the world’s most prestigious red carpet.

  • Paytm Insider & Bhasha Centre present Mallika Shah’s ‘I Killed my Mother/ It Wasn’t My Fault’

    Paytm Insider & Bhasha Centre present Mallika Shah’s ‘I Killed my Mother/ It Wasn’t My Fault’

    Mumbai: Continuing its tradition of delivering diverse and engaging experiences to its audience, Paytm Insider is bringing you an insightful play ‘I Killed my Mother/ It Wasn’t My Fault’, through its theatre initiative ‘Manch’ in collaboration with Bhasha Centre. A tafreehwale production, the play is crafted by writer-director Mallika Shah and produced by Meghana AT. Scheduled for 11 May at the G5A Warehouse in Mumbai, this 65-minute comedy-drama promises to resonate with young urban women (and urban mothers) through its compelling narrative. A story that brings to the stage the troubles of young adults navigating society — online and offline. Generation gaps? Doomscrolling? Lonely Swiping? Job hunting and hunting and never finding? This play promises to leave you thinking and laughing too!  So, if you enjoy theatre, this is your chance to experience a comically absurd yet realistic play — secure your tickets exclusively on Paytm and Paytm Insider today!

    ‘I Killed My Mother / It Wasn’t My Fault’ journeys into the complex emotional world of a 25-year-old girl, who is oscillating between her inner and outer world. As she navigates through an ‘ordinary’ day, the narrative touches upon more than just a surface conflict between a mother and daughter. It goes on to portray the Protagonist grappling with the relentless cruelty of self-doubt, societal pressures, unemployment, singlehood, and generational discord. Through a comically dark lens, infused with pop culture and multimedia elements, it will immerse the audience in a painfully realistic dramatisation of the turbulent thoughts of this young girl.

    Paytm Insider business head Varun Khare said, “At Paytm Insider, we’re about fueling the flame of theatrical brilliance and crafting tasteful moments for our audience. We’re glad to have partnered with Bhasha Centre, Meghana & Malliak AT to bring this piece to life. ‘I Killed My Mother/ It Wasn’t My Fault’ is a cynical comedy play featuring an extraordinary ensemble. If you’re a theatre enthusiast or even experiencing theatre for the first time, be ready to dive headfirst into a world of captivating narratives that will leave you spellbound!”

    The production showcases a talented ensemble featuring Shreya Sharma, Astha Gulati, Dusha, Meghna Manglani, Anoushka Zaveri, and Mithil Raj Goswami. With such a stellar cast, the play promises to deliver an unforgettable theatrical experience, leaving a lasting impact on audiences.

    Book your tickets here, priced at Rs. 499 onwards to discover a gripping storyline that awaits you.