ITV

Category: Social Media

  • Aisle unlocks free premium features for women

    Aisle unlocks free premium features for women

    MUMBAI: Swiping just got a little more serious (and a lot more empowering) for women on Aisle, India’s dating app built for meaningful relationships. The platform has rolled out free access to its premium features for all verified women users this July, a bold move to encourage safer, more intentional matchmaking in a space too often dominated by casual swipes.

    As part of the ‘Free Premium for Women’ initiative, women across India and the NRI diaspora will enjoy key paid features such as ‘See Who Likes You’, unlimited likes, daily comment privileges, and advanced lifestyle filters for free, post verification.

    This isn’t your average dating freebie. The goal is to give women more control in a world where online dating still has its share of red flags. By offering premium access and putting safety and intent first, the platform aims to foster deeper, more compatible connections and let women make the first move with confidence.

    “With this offering, we’re making it easier for members to access meaningful connections without the usual barriers,” said Aisle head, Chandni Gaglani. “Our members deserve digital spaces that are safe, respectful, and aligned with their intentions. This initiative not only empowers women in India to explore meaningful connections with confidence in a secure environment but also benefits our male members by offering access to highly verified profiles, enhancing the overall experience for those seeking serious relationships.”

    Designed as an antidote to hookup culture, Aisle continues to carve out a distinct space for itself where intent meets impact, and love doesn’t come with a subscription fee (at least for now).

     

  • Kofluence report decodes India’s booming influence economy

    Kofluence report decodes India’s booming influence economy

    MUMBAI: India’s influencer economy is hitting its stride—and going hyperlocal. Ad-tech platform Kofluence has dropped the 2025 edition of its flagship report Decoding Influence, unravelling how data, AI, and regional creators are reshaping digital advertising in the world’s fastest-growing content market.

    Based on insights from over 1,000 creators, marketers and industry leaders, the report paints a picture of a maturing ecosystem where brands are treating influencer partnerships not as vanity plays but as performance levers.

    “India’s influence economy has not only seen growth but also a decentralisation of influence. There is a dynamic shift with creators in Tier 2 and Tier 3 cities, often creating content in regional and vernacular languages, who are building strongly engaged communities through hyperlocal narratives,” observes Kofluence CEO & co-founder  Sreeram Reddy Vanga. “Amidst a trillion-dollar influencer advertising opportunity in India, we’re seeing brands approach influencer partnerships with far more intention and as a strategic marketing lever, driven by data, sustained by technology, and measured against business outcomes.”

    Key takeaways from Decoding Influence 2025:

    * Instagram leads the pack: With an estimated 1.8–2.3 million Indian creators, Instagram remains the top monetisation playground. Reels dominate revenue—charging anywhere from Rs 500–5,000 for creators under 10,000 followers, and crossing Rs 2 lakh for celebrity posts.

    * Big money flows: India’s influencer market is pegged at Rs 3,000–3,500 crore and climbing. E-commerce leads with 23 per cent of total influencer spends, followed by FMCG at 19 per cent. Over 25 per cent of brands ramp up influencer budgets during launches.

    * Small is powerful: Micro-influencers (10k–100k followers) are gaining traction. Some 52 per cent of marketers say they’re best suited for regional outreach. Diwali remains the hottest season, with brands kicking off campaign plans 2–4 weeks ahead.

    * AI and automation take hold: A full 61 per cent of brands are deploying tech platforms to manage influencer ops, with 18 per cent fully integrated. Generative AI is already used by 29 per cent of marketers—mostly to generate content ideas and assets.

    “With India crossing 900 million internet users, the creator economy is poised for continued expansion, fueled by government initiatives as well as significant technological advancements. Looking ahead, I believe we are moving towards the phase of integrated influence in which advertising mediums will increasingly converge together,” saYS co-founder Kofluence Ritesh Ujjwal.  “Decoding Influence 2025 is built on strong platform intelligence and first-party data, and will give marketers strategic insights on a rapidly evolving industry that is being transformed by AI, cookie deprecation and shifting creator-brand relationships. We hope you will find this report useful as you plan your next steps.”

    The Decoding Influence 2025 report leans heavily on first-party data and platform intelligence, offering an in-depth look at an industry evolving rapidly under the pressure of AI disruption, cookie phase-outs, and changing brand-creator dynamics.

  • Glow and Lovely sparks a PIN-code power surge with The Glow Up Academy

    Glow and Lovely sparks a PIN-code power surge with The Glow Up Academy

    MUMBAI: Who says you need a ring light to shine? Glow & Lovely is flipping the spotlight with a movement that’s as local as your PIN code and as bold as your voice. Glow & Lovely, one of India’s most iconic skincare brands, has dropped a bold new campaign titled ‘Apni Roshni Baahar La’ (Bring Out Your Inner Light) and it’s more than just a slogan. It’s a full-blown movement to nurture 19,101 women creators, one from every PIN code in India.

    At the heart of this ambitious rollout is The Glow Up Academy, a creator-skilling initiative that aims to turn scroll-happy Gen Zs and millennials into full-fledged digital influencers. The programme combines structured learning modules, mentorship, and real-world content strategy to help women own their narratives, one reel at a time.

    Forget influencers peddling #ads for likes. This campaign is built on a deeper truth: authenticity is the new algorithm. Whether it’s Shehnaaz Gill, Jannat Zubair, or Chum Darang, the campaign film stars a powerhouse of self-made women rewriting the rules of influence from the streets of Shillong to the stories of Surat.

    “This isn’t just a rebrand, it’s a cultural shift,” said Hindustan Unilever executive director for beauty & wellbeing Harman Dhillon. “We’re not asking women to conform; we’re inviting them to stand out, to lead with light rooted in courage and individuality.”

    The campaign, conceptualised by Ogilvy Mumbai, leans heavily into a social-first strategy. Expect to see it on Instagram, Youtube, and just about every platform where real influence bubbles up. It will also hit the ground through regional content rollouts and local Glow Up Academy activations, making sure even the smallest towns aren’t left in the digital dark.

    Ogilvy India (West) chief creative officer Anurag Agnihotri puts it simply: “Every woman carries a light the world needs to see. It’s time she leads with it.”

    In a digital universe crowded with filters and follow-bait, ‘Apni Roshni Baahar La’ offers something radical: realness. And with 19,101 creators-in-the-making, this might just be the biggest glow-up India’s creator economy has ever seen.

  • Terribly Tiny Tales goes big with bite-sized drama

    Terribly Tiny Tales goes big with bite-sized drama

    MUMBAI: Terribly Tiny Tales (TTT), the cult storytelling brand under Collective Artists Network, has launched Terribly Tiny TV — a slick new vertical riding the wave of “microdramas,” scripted short-format fiction tailor-made for today’s Insta-hungry, binge-in-a-scroll generation.

    Forget long-winded narratives — these are sharply cut, emotionally loaded episodes served in just 2, 5 or 10 minutes. Built for mobile, designed for social and engineered to hook you fast, TTT’s microdramas aren’t sketches or trending commentary — they’re full-bodied fictional plots that hit hard and vanish quicker than your coffee break.

    “What short films were to festivals, microdramas are to digital culture,” said Terribly Tiny Tales founder & CEO Anuj Gosalia. “With Terribly Tiny TV, we’re creating an IP engine where creators can build deeply human stories designed for digital velocity. This is the next era of storytelling — efficient, emotional, and unforgettable.”

    Episodes are fully scripted, cast, and produced by TTT’s in-house storytellers and a growing collective of emerging voices. With new drops every week across Instagram and YouTube Shorts, the platform offers brands and platforms a future-facing, fiction-led format that plays native to digital culture.

    “Terribly Tiny Tales has always stood at the intersection of storytelling and new formats,” said Collective Artists Network founder & CEO Vijay Subramaniam. “Microdramas are the natural evolution of that legacy, high impact through high-volume, high-feeling IPs that can live natively on social media while building long-tail value across platforms.”

    Backed by more than 60 million organic views and a community of 2,500+ storytellers, TTT is betting big on turning emotional intelligence into shareable IP gold. From Instagram feeds to licensing deals, Terribly Tiny TV isn’t just surfing the short-form wave — it’s scripting the next one.

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  • McDonald’s gets a fry with a side of feels in Siliguri love story

    McDonald’s gets a fry with a side of feels in Siliguri love story

    MUMBAI: A reel that began with home-cooked fries and a lovingly hand-sketched McDonald’s box ended up serving the internet one of its warmest moments this month. The creators behind @patnijipatikijodi posted a short video of a husband recreating the iconic red-and-yellow fries box for his wife—drawing every curve, arch, and crinkle with heart.

    What followed was McDonald’s India flipping the script in style. The brand tracked down the couple in Siliguri and sent them a surprise: a real fries box, perfectly mirroring the husband’s hand-drawn version—this time filled with actual fries and packed with love. The move, imagined and executed by creative agency DDB Mudra, quickly turned into a crowd-puller online.

    The couple returned the favour with another reel, this time unboxing the surprise and praising the brand for its thoughtfulness. The comments section lit up with fans hailing the fast-food giant for its ‘aww-some’ real-world response to a digital love note.

    No paid partnership, no flashy collab—just pure, authentic engagement that fried the internet in the best way possible.

     

     

     

     

  • MO Hits 105 Million Instagram Views in 30 Days – Gen Z Can’t have enough

    MO Hits 105 Million Instagram Views in 30 Days – Gen Z Can’t have enough

    MUMBAI: In just one month, MO has clocked over 105 million views and added 35,000+ followers, growing at a pace of 1,000 new followers every single day.

    MO isn’t chasing the news – it’s what what hits home.

    With its promise, MO delivers everything from snappy explainers to unfiltered conversations – speaking directly to a generation that demands truth over theatrics and honesty over hype.

  • TTT flips the script on ‘Tu Jaanta Nahi Mera Baap Kaun Hai’ in Father’s Day tearjerker

    TTT flips the script on ‘Tu Jaanta Nahi Mera Baap Kaun Hai’ in Father’s Day tearjerker

    MUMBAI: In a world where dads are often the punchline, this Father’s Day campaign turned the punchline into a poem. Terribly Tiny Tales (TTT) teamed up with GM Modular to reclaim the swagger-laced phrase ‘Tu jaanta nahi mera baap kaun hai’ and give it a softer, heartfelt twist.

    The result? A campaign that swapped bravado for warmth and lit up social media feeds with relatable dad moments.

    The series of Instagram films captured how fathers show up in quiet, enduring ways—fixing fans, adjusting lights, and smoothing the little wrinkles of daily life. TTT calls them ‘Pookie Dads’—the silent fixers, the unsung heroes who ask for no applause but pass every unspoken Dad Test.

    “This campaign is a love letter to the quiet, thoughtful, slightly awkward but completely lovable father figures”, said TTT founder & CEO Anuj Gosalia. “That’s what we wanted to celebrate with GM Modular—with humour, honesty, and heart”.

    Each reel combined nostalgia with clever product placements, paying tribute to the dependability of both dads and GM’s home solutions. GM Modular’s founder Jayanth Jain added, “Just like a father’s approval, our products pass the ultimate Dad Test—ensuring a seamless blend of safety, reliability, and thoughtful design”.

    From the iconic phrase to iconic gestures, the campaign turned fatherhood into a montage of micro-heroism—captured one silent fan switch and soft smile at a time. Viewers can catch the three-part film series on TTT’s Instagram.

    Watch the film on TTT’s Instagram page:

     

     

     

  • Nikon focuses the lens on fatherhood in a storytelling tribute this Father’s Day

    Nikon focuses the lens on fatherhood in a storytelling tribute this Father’s Day

    MUMBAI: This Father’s Day, Nikon India didn’t just celebrate fathers; it captured them, pixel by pixel. Launching a campaign that focused less on frames per second and more on moments per lifetime, Nikon asked leading creators to reach into their hearts and memory cards for their most cherished stories with their dads. The results were heart-tugging, legacy-building, and profoundly intimate.

    The campaign spotlighted father-child relationships through a lens that was as emotional as it was sharp. Nikon invited creators to dig into their archives and share frames that spoke of unspoken bonds, late-night chats, proud pats, and quiet sacrifices. It wasn’t about cinematic flair or polished production; it was about catching the moments that matter – the everyday magic of fatherhood.

    “This campaign was a heartfelt tribute to the timeless bond shared between fathers and their children, a connection that often carries love, values, and unspoken strength across generations. It was truly touching to see creators revisit those moments, reflect on their relationships, and express how their fathers shaped who they are today, and how they now pass that essence on to their own children. These stories beautifully captured the emotions that words often can’t, creating memories that live on far beyond the frame”, said Nikon India MD Sajjan Kumar.

    To bring this reel of real emotion to life, Nikon collaborated with creators Rajarshi Banerji, Sachin Bhor, Akash Aggarwal and Nitin Panwar. Each brought to the table stories that were raw, rooted, and reflective – whether it was a throwback to childhood guidance or a slice of present-day parenting.

    The campaign leaned into the universal appeal of visual storytelling. The creators turned their lenses toward mentorship, love, legacy and the unyielding presence that defines the role of a father. The visual tapestry that emerged wasn’t a curated grid but an honest collage of connection, composed in light and layered in emotion.

    By turning the camera inward, Nikon spotlighted a generation of fathers who might not always make it to the family album but are the ones behind every perfect shot. This was storytelling with aperture and heart, capturing not just images but entire ideologies that shape families.

    With this campaign, Nikon reaffirmed its belief that while anyone can click a picture, only a story can make it immortal. And when the story is about dads? That’s one worth zooming in on.

     

     

  • Myntra reboots Father’s Day fashion with a drip-worthy film by SW Studios and OML

    Myntra reboots Father’s Day fashion with a drip-worthy film by SW Studios and OML

    MUMBAI: In a race against the clock, SW Studios delivered Myntra’s latest Father’s Day film in just 30 hours, blending tight timelines with trend-forward storytelling. Shot, edited and finalised within two days, the film was conceived by OML and executed by SW Studios with a creative sprint that included three days of pre-production and 24 hours of post.

    At the core of the film lies a playful redefinition of ‘FD’. Traditionally shorthand for Fixed Deposit, Myntra spins it into ‘Father’s Drip’ — a gen z slang for sartorial swagger. The narrative brings a humorous yet nostalgic twist, imagining dads levelling up their decades-old wardrobe game with a high-fashion glow-up.

    The film’s director & SW Studios head Jaunty described the whirlwind process with a grin. “We had just about two days of pre-production and 24 hours of post to get this out, and honestly, the chaos made it even more fun. Everything had to move fast, from casting, treatment to music, but it all came together instinctively. As a director, it was especially fun to bring the script’s vision to life, playing on how dads often carry the same sense of style for decades. That’s where the retro treatment came from — a visual nod to the timeless ‘dad drip’. And thanks to Myntra, maybe this Father’s Day, that drip’s finally getting an upgrade”.

    With the retro treatment framing the visuals and a healthy dose of irony, the film taps into intergenerational fashion and humour, drawing parallels between evolving trends and timeless love.

    Commenting on the campaign, Myntra associate director – social media marketing Monalisa Panda said, “This campaign is a celebration of the unique charm and enduring influence that fathers bring to our lives, often in quiet, unconventional ways. With ‘Father’s Drip’, we’ve taken a lighthearted yet thoughtful approach to spotlight their style, which often goes unnoticed. Our dedicated Father’s Day Store offers a wide range of curated fashion and lifestyle options to make gifting both meaningful and effortless. Through this film, we aim to bring a smile, spark a moment of connection, and reinforce Myntra’s position as the go-to destination for stylish, relevant, and heartfelt gifting”.

    The campaign went live on Myntra’s digital platforms ahead of the 15 June celebration, inviting viewers to laugh, relate, and maybe even relook their own dad’s wardrobe.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by MYNTRA (@myntra)

     

  • Chefs stir up more than just saucepans as their little sous chefs join the kitchen crew

    Chefs stir up more than just saucepans as their little sous chefs join the kitchen crew

    MUMBAI: No fine-dining menu has ever listed mischief, mayhem and melted hearts—until now. In a touching twist to the traditional kitchen hustle, some of India’s most celebrated chefs invited their children to shadow them through a day at work, blending spices and sweetness with a generous dash of nostalgia.

    The campaign film, titled ‘A Day in the Life: Chefs and Their Little Sous Chefs’, follows the daily grind of culinary stalwarts as they let their kids into their typically high-pressure culinary sanctums.

    The result? A beautifully unscripted reel of curiosity, kitchen banter and behind-the-scenes warmth.

    Chef Jamsheed of Plats is seen guiding his daughter through plating finesse, while Indian Accent’s Chef Shantanu and his sons joke over sous vide settings. Call Me Ten’s Chef Vaibhav appears to wrestle more with laughter than ladles as his sons sneak tastes mid-prep. Meanwhile, Chef Sahil of Paris My Love finds himself handing over not just the spoon, but the spotlight to his young apprentices.

    From pint-sized questions to oversized grins, the film captures how culinary passion often begins not in culinary school, but in moments shared over simmering pots and sticky fingers. More than just about cooking, the video reveals a deeper family bond that simmers quietly behind restaurant magic.

    The film wraps up on a sentimental note that strikes just the right chord: “He always saves you the best, now it’s your turn. Make a reservation”.

    With Father’s Day around the corner, this campaign brings a tasteful reminder that the best memories are plated with love and garnished with family.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by District (@districtculture)