Category: iWorld

  • PM Modi gives voice to women on International Women’s Day through his social media handles

    PM Modi gives voice to women on International Women’s Day through his social media handles

    MUMBAI; You have got to hand it to the PM and his core communications management team. In a pioneering move to celebrate International Women’s Day, Narendra Modi handed over control of his substantial social media presence to six accomplished women (at least the ones we came across) from diverse fields, providing them a platform to share their stories and inspire millions across India.

    The initiative saw Modi’s accounts temporarily managed by women who have broken barriers in rural entrepreneurship, disability advocacy, space science, nuclear technology, sports, and agriculture. Each shared personal journeys and messages reflecting India’s progress in women’s empowerment.

    Frontier Markets founder & CEO Ajaita S highlighted her organisation’s work empowering rural women through financial inclusion and technology. “A financially empowered woman is a confident decision-maker, independent thinker, architect of her own future and a maker of modern India,” she wrote, emphasising how their ‘Meri Saheli App’ harnesses AI to support women entrepreneurs in agriculture, healthcare and financial literacy.

    Samarthyam, Centre for Universal Accessibility  founder Anjlee Agarwal used the platform to advocate for disability rights. “Forget labels, forget barriers…let’s strengthen Sugamya Bharat and make it an important precursor to a Viksit Bharat,” she urged, sharing her three decades of work on universal accessibility and inclusive mobility.

    The scientific community was represented by two distinguished voices. Shilpi Soni, a space scientist with 24 years at Isro, shared her contributions to India’s communication and navigation missions, while Elina Mishra, a nuclear scientist from the Bhabha Atomic Research Centre, detailed her work in electromagnetic research and medical applications of nuclear technology for remote healthcare.

    Chess grandmaster Vaishali Rameshbabu brought a sporting perspective, encouraging young women to pursue their dreams regardless of hurdles. “Sports is among the best teachers,” she noted, while praising India’s improving support system for women athletes.

    From Bihar’s Nalanda district, Anita Devi shared how she established Madhopur Farmers Producer Co Ltd nine years ago, helping hundreds of women achieve financial independence through mushroom cultivation.

    Political analysts view the Modi’s initiative as a strategic amplification of women’s voices across sectors critical to India’s development agenda. By temporarily ceding his immense digital reach—among the largest for any world leader—he  has effectively showcased women’s contributions to nation-building while highlighting government initiatives supporting their advancement.

    The diverse selection of women—spanning rural innovation, scientific research, disability advocacy, sports excellence, and agricultural entrepreneurship—reflects the multifaceted approach to women’s empowerment that the administration seeks to promote.

    As India continues its economic and social transformation, this exercise underscores the increasing prominence of women’s leadership across domains once considered inaccessible to them, while simultaneously drawing attention to ongoing challenges.

    The initiative has been widely praised for going beyond symbolic gestures to provide substantive visibility to women making significant contributions to India’s progress, reinforcing the message that women’s empowerment is integral to the nation’s development journey.

  • Come 1 April, WWE will bodyslam its way onto Netflix in India

    Come 1 April, WWE will bodyslam its way onto Netflix in India

    MUMBAI: In a spectacular manoeuvre that has the wrestling world buzzing, WWE has officially announced its debut on Netflix India, following a colossal $5 billion deal that will see the streaming giant become the new home of spandex-clad drama and high-flying action.

    Starting 1 April 2025, Indian fans can swap their remote-wrestling for front-row streaming as WWE’s chief content officer, Paul “Triple H” Levesque, delivered the news via YouTube with all the dramatic flair of a perfectly executed entrance theme.

    “The Netflix era is upon us,” declared Triple H, confirming that Indian viewers will soon have uninterrupted access to RAW, SmackDown, NXT, and premium live events including SummerSlam, Money in the Bank, and the crown jewel – WrestleMania.

    The streaming platform isn’t just pinning down the basics. Netflix will unleash a treasure trove of archival content from the WWE vault, giving fans the opportunity to bodyslam their way through decades of wrestling nostalgia.

    “Created for fans and presented live and in living colour,” announced Netflix, “we’re stepping into the ring with WWE, showcasing serialised storytelling and high-adrenaline action three times a week, 52 weeks a year.”

    After years of WWE content being broadcast through Sony Sports Network – whose five-year deal taps out in March – this move represents a championship belt change in how Indian audiences consume their favourite squared-circle entertainment.

    In a move that would make any good tag-team partner proud, Netflix is also introducing Hindi commentary, ensuring that even the verbal smackdowns translate perfectly to the local audience.

    “Through this partnership, WWE fans in India will have seamless and immersive access to all WWE programming,” WWE declared in its press release, effectively drop-kicking barriers to viewing.

    With India boasting one of WWE’s most devoted international fanbases, this Netflix partnership promises to clothesline the competition and reach even more enthusiasts with its unique cocktail of athleticism, drama, and larger-than-life storytelling.

    The question on everyone’s lips now isn’t “Can you smell what The Rock is cooking?” but rather, “Are your streaming devices ready?” 

    As WWE prepares to power-bomb its way onto Netflix India, fans can expect nothing less than a championship-calibre viewing experience.

  • India Today group unveils AI pop stars in groundbreaking musical initiative

    India Today group unveils AI pop stars in groundbreaking musical initiative

    MUMBAI: The India Today Group (ITG) has orchestrated another technological crescendo in its innovation symphony, launching a revolutionary new music genre called A-Pop featuring two virtual vocalists who promise to hit all the right algorithmic notes.

    Just two years after introducing Sana, reportedly India’s first AI news anchor who has since evolved from digital debutante to virtual veteran, the media powerhouse is now harmonising human creativity with artificial intelligence in the musical realm.

    “A-Pop is more than a genre — it is a fluid, evolving, and collaborative creative process,” explains ITG vice chairperson & managing director Kalli Purie. “It merges human imagination with AI capabilities, producing music that is unrestricted by conventional limitations.”

    The virtual virtuosos making their melodic debut are Aishan and Ruh, each with carefully crafted personalities that blend the authenticity of human backstories with the boundless potential of digital existence.

    AISHANAishan, a 22-year-old musical wunderkind with roots in Bareilly and Jodhpur, has been fine-tuning his craft since 17. This digital dream weaver blends indie acoustic, pop and R&B into a sonic tapestry that reflects his fabricated yet relatable life experiences. When not composing computer-generated compositions, this binary Bieber can be found embracing mountain scenery, sporting designer trainers, and maintaining his “old-money” aesthetic.

    Inspired by new people and sounds, his lyrics reflect his thoughts and experiences. An ambivert, he connects with fans but values his quiet moments. A Nainital soul, he’s drawn to the mountains, while also being a dog lover, bike enthusiast, sneakerhead, and food explorer, all with a classy, old-money style. 

    His virtual counterpart Ruh, a 24-year-old Delhi native, embodies the spirit of freedom in both personality and performance. This pixelated pop princess brings vibrant energy to new-age music while ostensibly travelling the world, absorbing diverse cultural influences that inform her distinctive sound. Her programming prioritises authenticity and self-expression, values designed to resonate with the group’s younger audience demographic. 
     

    RUHWith an extroverted, vibrant personality, she embraces adventure and travel, exploring new cultures to create new-age pop music. A passionate music lover, she uses it to express herself boldly and authentically. Driven by personal freedom, self-expression, and individuality, she inspires others to live authentically and pursue their passions without fear of judgment. 

    “Our latest foray into music is a sterling example of what the fusion of human creativity and AI can produce,” notes Purie. “A team of music professionals spent relentless hours over several weeks working with AI-led technology to create this pioneering work.”

    The virtual vocalists represent a new movement where the boundaries between human and machine creativity become increasingly blurred. Their songs may feature human-written lyrics with AI composition, or machine-generated verses with human musical arrangements, all delivered through synthesised voices that never tire or demand royalties.

    Unlike their flesh-and-blood counterparts, these digital divas can produce multilingual music, engage with fans around the clock, and personalise content based on audience preferences—offering a performance that’s literally inhuman in its consistency and availability.

    For listeners keen to tune into this binary balladeering, Aishan and Ruh’s musical offerings are available across all major streaming platforms, including YouTube, Spotify, Amazon Music, Apple Music, and Saavn. Fans can also follow their carefully curated digital lives on social media, where these virtual performers will be hitting high notes and high engagement metrics for the foreseeable future.

  • Adani Wilmar honours SuPoshan Sanginis for tackling malnutrition and anaemia

    Adani Wilmar honours SuPoshan Sanginis for tackling malnutrition and anaemia

    MUMBAI: On International Women’s Day, Adani Wilmar Limited (AWL) is recognising the invaluable work of SuPoshan Sanginis  dedicated volunteers combating malnutrition and anaemia across India. To honour  their impact, the company has launched Stories of Sanginis: A Tribute to Their Strength, a four-part video series showcasing their contributions at the grassroots level.

    Since its inception in 2016, the Fortune SuPoshan initiative, implemented by the Adani Foundation, has reached 14 states, covering 1,946 villages and 190 slums. Working alongside gram panchayats, healthcare workers, and local bodies, 1,240 SuPoshan Sanginis have empowered communities with nutrition education, health interventions, and maternal care.

    The first episode of the series follows a Sangini as she conducts health assessments, leads awareness sessions, and shares her personal journey of transformation. The campaign aims to highlight the dedication of these women, who serve as pillars of strength in their communities.

    AWL managing director & CEO Angshu Mallick said, “SuPoshan Sanginis are catalysts for change, improving lives through their relentless commitment. Their work embodies true empowerment, and we are proud to showcase their impact.”

    The video series will be promoted across digital platforms, including Facebook, Instagram, and YouTube, alongside a nationwide print campaign. With the Fortune SuPoshan initiative already benefiting 2.5 million people, the programme continues its mission to build a healthier, more resilient future.

    Watch the first video:

  • Waves and Eros Now stream into a new era with blockbuster partnership

    Waves and Eros Now stream into a new era with blockbuster partnership

    MUMBAI: Prasar Bharati’s Waves OTT platform is making a splash in the digital entertainment space by joining forces with Eros Now, bringing a treasure trove of Indian films, original series, and more to audiences worldwide. This partnership not only enhances Waves’ content library with Eros Now’s extensive 12,000 plus title collection but also introduces AI-driven personalisation powered by Immerso AI, ensuring an engaging and seamless viewing experience.

    With hit films like Bajirao Mastani, Tanu Weds Manu, and English Vinglish joining the platform, Waves is set to redefine entertainment accessibility, making high-quality content available for free, even in remote regions of India. Additionally, the collaboration will see Prasar Bharati’s sports and entertainment programming extend to Eros Now, enriching its global offerings.

    Prasar Bharati CEO Gaurav Dwivedi said, “Partnering with Eros Now marks an exciting milestone in our efforts to keep the nation entertained. This collaboration supports our commitment to offering diverse, high-quality programming, powered by cutting-edge technology and exceptional content. Together, we aim to set new benchmarks in digital entertainment and connect with viewers in more meaningful ways.”

    Eros Now CEO Vikram Tanna commented, “This partnership with Prasar Bharati represents a significant step in expanding our reach and delivering premium content to a broader audience. By combining our strengths, we aim to redefine the digital entertainment landscape and provide unparalleled experiences to viewers worldwide.”

    With Waves embracing blockchain-backed innovation and AI-driven recommendations, this alliance ensures that users get not just content, but a hyper-personalised entertainment journey.
     

  • BGMI players to co-create Rondo anthem for the game’s biggest map drop

    BGMI players to co-create Rondo anthem for the game’s biggest map drop

    MUMBAI: If you thought dropping into a new BGMI map was exciting, imagine having your words immortalised in its official anthem! Krafton India is handing the mic to the BGMI community, giving players the power to co-create the official Rondo anthem. With the highly anticipated launch of Rondo, BGMI’s latest battleground, fans now have a once-in-a-lifetime chance to influence the game’s legacy.

    This initiative isn’t just about launching a map—it’s about making the community’s passion heard, quite literally. Players can submit their words and lyrics describing what Rondo means to them via:

    1    Instagram comments – Dropping lyrical heat on BGMI’s official posts.

    2    In-game mail survey – Making their mark straight from the game.

    Select words from the community will be transformed into the official Rondo anthem, ensuring players’ voices live on in BGMI history. As a tribute, the anthem will be integrated into BGMI’s 3.7 update as the new lobby music—so every time players gear up, they’ll hear the echoes of their own creativity.

    The first teaser of the anthem lands on 13 March, while the full track, featuring stunning cinematic visuals of Rondo’s vast landscapes, goes live on 18 March. To turn up the hype, Krafton India is rolling out an all-new campaign, ‘Aao Kabhi Rondo Mein’, inviting players to explore the battleground in ways they never have before.

    The campaign runs from 7-16 March, so get involved and claim your spot in BGMI’s musical and gaming history. 

  • Atrangii shakes hands with Dubai’s GDRFA to expand global entertainment

    Atrangii shakes hands with Dubai’s GDRFA to expand global entertainment

    MUMBAI: The world just got a little more ‘Atrangii’! In a bold move that cements its global ambitions, Atrangii has announced a strategic partnership with the General Directorate of Residency and Foreigners Affairs (GDRFA) in Dubai. This milestone collaboration marks Atrangii’s grand entry into the middle eastern entertainment market, blending world-class storytelling with cultural innovation.

    As content consumption skyrockets across the middle east, Atrangii is stepping up to deliver diverse, high-quality, and engaging narratives tailored to an ever-expanding audience. With this move, the Indian entertainment powerhouse isn’t just exporting content—it’s weaving an entertainment revolution that transcends borders.

    “We are thrilled to announce a significant milestone in our journey—Atrangii’s association with the Government of Dubai (GDRFA) as we expand our footprint in the middle east. This collaboration is a testament to our vision of delivering world-class entertainment experiences that resonate beyond borders”, said Atrangii founder Vibhu Agarwal via Linkedin.

    The partnership aims to create an entertainment ecosystem unlike any other, fusing cutting-edge technology with compelling storytelling. Atrangii is set to captivate audiences with content that not only entertains but also bridges cultural narratives between India and the middle east.

    “This is more than just an expansion; it’s a movement towards globalising Indian entertainment and crafting stories that connect with audiences worldwide. As we step into this new era, our focus remains on excellence, innovation, and delivering content that leaves a lasting impact”, added Agarwal.

    The middle east is a rapidly growing entertainment hub, and Atrangii’s presence in the region signals a significant shift in global content dynamics. By joining forces with Dubai’s GDRFA, the brand is poised to redefine how audiences consume entertainment on a global scale.

    The future of entertainment isn’t just coming-it’s already here, and Atrangii is leading the charge. Stay tuned as the brand continues to break new ground and reshape the industry.

     

  • Shemaroo rewrites the script on gender bias with ‘HarRoleIsHerRole’

    Shemaroo rewrites the script on gender bias with ‘HarRoleIsHerRole’

    MUMBAI: We talk about equality, but do we really see it? This Women’s Day, Shemaroo Entertainment is holding up a mirror to the invisible biases shaping our world with its powerful campaign, ‘HarRoleIsHerRole’. More than just a conversation starter, the initiative challenges deeply ingrained stereotypes, proving that representation is the first step toward real change.

    As part of the campaign, Shemaroo conducted a social experiment with 10 artists, asking them to paint professionals across various fields a chef, cricketer, scientist, army officer, and more. The outcome? Every single portrait depicted a man. A stark reminder that gender bias is so ingrained, we don’t even notice it.

    Shemaroo Entertainment Ltd chief operating officer Arghya Chakravarty reinforced the need for action beyond rhetoric. “We recognise the power of media in shaping perspectives. With ‘HarRoleIsHerRole’, we are not just starting a conversation—we are taking action. Equality is about visibility. When we challenge outdated norms and promote balanced representation, we ensure that talent and ambition, not gender define success.”

    Shemaroo isn’t stopping at awareness, it’s pushing for change at the very roots of learning. School occupation charts, which traditionally depict men in leadership roles and women in caregiving professions, are getting a gender-equal makeover. Shemaroo is redesigning and distributing these charts across schools and NGOs, ensuring that children see equality, believe in it, and grow up living it.

    “Stories inspire change,” added Shemaroo chief marketing officer Anuja Trivedi. “HarRoleIsHerRole is more than a campaign, it’s a shift in mindset. We want a generation to grow up without the biases that have held us back. True change begins with how we see the world, and we are committed to making that vision more inclusive and powerful.”

    Shemaroo’s initiative is a call to rethink, reimagine, and rewrite the narrative because when every role truly belongs to everyone, India smiles. And standing by its ethos, India Khush Hua, Shemaroo continues to craft stories that inspire change.

  • Creators vs. Influencers: Who Should Brands Work With?

    Creators vs. Influencers: Who Should Brands Work With?

    MUMBAI: Let’s get one thing straight, not everyone with a camera and an audience is a creator.

    Over the past few years, brands have gone all-in on influencer marketing, pumping money into campaigns focusing on numbers, views, likes, and reach. But they’ve forgotten the essence of content creation somewhere along the way. The obsession with influencers has overshadowed the people who genuinely create, the ones who make content that audiences connect with.

    At Creators Network, we didn’t just pick the word Creator for the sake of it. We genuinely believe in the art of content, not just the commerce behind it. If you’re good at your craft, money follows as a by-product. But if you start with just the commercial intent, chances are you’ll struggle to build real trust.

    The Difference Between a Creator and an Influencer

    It’s simple.

    Influencers exist because of their audience. Their primary goal is to maintain engagement, grow numbers, and (let’s be real) sell products. And honestly? There’s nothing wrong with that, it’s a legit marketing model. But let’s call it what it is: a sales funnel in human form.

    Himanshu AroraCreators, on the other hand, exist even without an audience. Their focus isn’t on “how do I sell this?” it’s “how do I make something I love?” And when you love what you do, an audience naturally follows. That’s why creators build communities, while influencers build followers.

    Selling vs. Using – Why Gen Z Can See Through the BS

    Here’s the thing: Gen Z is the most ad-resistant generation ever.
    They don’t want to be told what to buy. They want to see how something fits into their life. Instead of “Here’s why this shampoo is the best,” they prefer “This shampoo saved me from a bad hair day before my date.” 

    See the difference?

    And that’s exactly why creators work better for long-term brand relationships. When a creator genuinely uses a product, it doesn’t feel like an ad. It feels like a recommendation from a friend.

    A great example:  Kusha Kapila. You’ve seen her brand collabs, they never feel like she’s selling something to you. They feel like an extension of her content, a natural part of the world she’s built. And because of that, people watch them instead of skipping through.

    Or take Bhuvan Bam. If he endorses a product, it doesn’t feel forced, because it’s seamlessly woven into his storytelling. He doesn’t push a brand, he makes it a part of his world. And that’s why it works.

    Brands Need to Think Long-Term, Not Just Viral

    Right now, most brands are still chasing short-term virality instead of long-term trust. They’ll work with an influencer for one campaign, squeeze out some impressions, and move on to the next. But the best brands, the ones that get it, invest in creators.

    Instead of thinking, “Who can get us one million views this week?” they think, “Who can represent our brand for the next three years?”

    Few brands have already started doing this, though. They choose long-term creator partnerships over one-off influencer deals because, ultimately, influence fades, but trust compounds over time.

    So, Who Should Brands Work With?

    It’s not about influencers vs. creators. It’s about short-term vs. long-term thinking. If you need quick clicks, sure, go with an influencer. But if you want brand advocacy that lasts, invest in a creator. Always  ask yourself:
    “Do we want an influencer for today or a creator for the future?”

    Your answer will define your brand’s story.

    Himanshu Arora is the  founder & CEO, Creators Network & BookYourCreator. The views expressed in this column are entirely the author’s and indiantelevision.com need not subscribe to them. 

  • Tinder redefines modern dating rules for Women on International Women’s day

    Tinder redefines modern dating rules for Women on International Women’s day

    MUMBAI: This Women’s day, Tinder unveils her new dating rulebook where modern Indian women prioritize respect, safety, and authenticity over outdated chivalry.

    According to a recent in-app survey by Tinder, 51 per cent of young female users believe modern chivalry is about keeping promises and showing consistency, rather than grand romantic gestures. 36 per cent value undivided attention on a date over symbolic acts, while 31 per cent prioritise basic respect for all identities. The traditional expectation of men paying on the first date is fading only 23 per cent see it as essential, with many preferring to split the bill as a sign of equality.

    Security remains a top priority, with over half of young female Tinder users in India stating they would unmatch anyone who sends inappropriate messages. Tinder’s AI-powered safety tools, including are you sure? and does this bother you?, are designed to curb unwanted behaviour. Profile authenticity is also key 44 per cent of young women prefer verified profiles, and 53 per cent reject profiles lacking clear photos.

    Today’s single women seek genuine connections beyond appearances 47 per cent consider incomplete profiles a red flag, while 37 per cent favour profiles showcasing personality. Originality also matters, with 41 per cent disliking cliché bios and preferring honest self-expression.

    Tinder India, communications lead Aditi Shorewal highlights, “Women are reshaping dating norms by prioritising respect, effort, and safety. Tinder continues to evolve, offering features that empower women to date on their own terms, free from outdated expectations.”

    With this new rulebook, Tinder is redefining modern dating where equality, security, and meaningful connections come first.