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Category: News Headline

  • L&T Finance bowls a yorker with Jasprit Bumrah in new TVC

    L&T Finance bowls a yorker with Jasprit Bumrah in new TVC

    MUMBAI: Talk about delivering at pace! L&T Finance Ltd. (LTF) has just dropped a high-octane TV commercial titled ‘Just Zoom Two-wheeler Loans,’ and it’s got more zip than a Jasprit Bumrah bouncer. With the speedster himself front and centre, the campaign cheekily pitches LTF’s loan process as being just as fast and precise as Bumrah’s bowling.

    Launched to coincide with the cricket frenzy of the Asia Cup 2025, where LTF is the associate sponsor on the Sony TV broadcast network, the ad is set in a swanky two-wheeler showroom. The moment of magic? As a hesitant customer wonders about the speed of loan approvals, a TV in the background shows Bumrah charging in. In perfect sync with his iconic run-up and wicket-taking delivery, the loan is approved in real time: documents uploaded, processed, and done.

    The spot cleverly underlines the brand’s tagline ‘Bumrah ki speed par’, marrying cricket fever with financial speed, thanks to LTF’s proprietary AIML-powered credit engine, ‘Project Cyclops’. This tech marvel whirs behind the scenes, assessing credit worthiness instantly and delivering approvals with, well, Bumrah-esque precision.

    “We wanted the film to be as sharp and direct as a Bumrah yorker,” said LTF, chief marketing officer, Kavita Jagtiani. “From instant approvals to AI-powered personalisation, the campaign captures everything we stand for: speed, precision, and simplicity.”

    But this isn’t just a TV play. LTF is rolling out a full-throttle integrated marketing campaign across 13 cities, including hoardings, metro branding, airport takeovers, inflight magazine placements, and even a WhatsApp bot to help you finance your dream bike with a few taps.

    And there’s more for cricket buffs – an AI-powered ‘Bowl like Bumrah’ contest invites fans to mimic the pacer’s style and speed for a chance to win exciting prizes, including Bumrah-signed gloves. The digital buzz is further amped up through an influencer campaign and a social media blitz.

    Viewers can catch the TVC on Sony Sports (in English, Hindi, Tamil, and Malayalam), as well as Sony Pix, Sony Max, Sony Wah, and their HD variants.

  • AI storm brews as Studio Blo films fashion in a whole new dimension

    AI storm brews as Studio Blo films fashion in a whole new dimension

    MUMBAI: When fashion meets philosophy in the middle of a sandstorm, you know something otherworldly is at play. Studio Blo, the next-gen content studio pushing the limits of AI-driven filmmaking, has dropped a 100 per cent AI-generated film for the Almost Gods × Fila collection blurring lines between fantasy, sport, and storytelling.

    The high-concept short, live on Youtube and Instagram, unfolds during a rare celestial event where three cloaked figures summon a sweeping sandstorm. Each figure wears pieces from the new collection, which reimagines Fila’s clay-court tennis heritage through Almost Gods’ brutalist aesthetic, laced with mysticism and elemental power.

    In a striking industry first, real fashion models were digitally cloned, with every garment and accessory rendered entirely in AI, no physical shoot, no stitched seams, just crafted pixels with the gravitas of a full-scale cinematic production. Months of prep went into the project, with seasoned cinematographers, creative directors, and AI artists at the helm.

    Studio Blo co-founder & CEO Dipankar Mukherjee set the record straight: “AI films aren’t quick and cheap. This took months, not minutes, because pedigree demands time, talent, and vision. Almost Gods treated us as true creative partners, and that made all the difference.”

    Studio Blo Co-Founder & CCO Rishabh Suri added: “AI gave us the canvas to make a metaphysical thriller in fashion form. Traditional production would’ve struggled with the sheer scale and spectacle. Here, we created something immersive and emotionally resonant, where philosophy and symbolism flow seamlessly into couture.”

    Studio Blo, staffed by veterans from VFX giants like Dneg and MPC, has already delivered showstoppers for Warner Music, YRF Films, Dentsu, and Nykaa. This film cements its mission: AI is not a shortcut, but a collaborator expanding fashion’s stage into realms once thought impossible.

    With the Almost Gods × Fila collection, sport-luxury isn’t just walking the runway; it’s conjuring storms.

  • ShemarooMe premieres ‘Sanghavi and Sons’, a warm tale of family and bonds

    ShemarooMe premieres ‘Sanghavi and Sons’, a warm tale of family and bonds

    MUMBAI: Some films are meant to be experienced together. With Sanghavi and Sons, ShemarooMe invites audiences to enjoy a story that honours family, love and the ties that keep us close. This world digital premiere offers a chance to gather with loved ones, celebrate a heartfelt entertainer and revisit the values that make everyday life worth cherishing.

    Directed by Chandresh Bhatt, the film features Manoj Joshi, Dharmesh Vyas, Hiten Tejwani, Komal Thacker and more. At its heart is Navneet Rai Sanghavi, the guiding presence of his household, who navigates the balance between tradition and change. Alongside him are his sons Asmit and Aditya and daughter-in-law Komal, with the shifting family dynamics forming the emotional core of the narrative. The story unfolds through small yet powerful moments such as disagreements, reconciliations and gestures of quiet care that hold a family together.

    On the film’s world digital premiere, Manoj Joshi shared, “I believe our family makes us who we are. Parents often provide the calm when everything else feels unstable. I was moved after hearing the story and was excited to play this role as it reminded me of my own experiences. I immediately knew the audience would connect with this, as every viewer will see a part of their own family in this story.”

    Hiten Tejwani added, “We all have differences and arguments with those closest to us, but it is these very moments that make our relationships stronger. In uncertain times, it is our loved ones who give us strength. Sanghavi and Sons is special because it shows how generations can think differently yet still stay united.”

    Sanghavi and Sons is a reminder that the greatest moments are the ones we share. Celebrate the joy, challenges and unbreakable ties that make every family unique and watch the world digital premiere only on ShemarooMe.

     

  • Soframycin brings care to Lalbaugcha Raja with ‘Bhakti Aapki Care Hamari’

    Soframycin brings care to Lalbaugcha Raja with ‘Bhakti Aapki Care Hamari’

    MUMBAI: Every year, lakhs of devotees walk barefoot, stand in long queues, and brave crowded lanes for a glimpse of Bappa at Lalbaugcha Raja. In this journey of faith, cuts, blisters, and skin discomforts often become companions.

    Encube Ethicals’ trusted antiseptic brand, Soframycin, brought its purpose-driven campaign Bhakti Aapki Care Hamari to life during Ganesh Chaturthi 2025 at one of India’s most iconic and revered pandals. At a festival where faith draws millions, Soframycin stepped in to ensure that devotion could continue without interruption, by caring for the small injuries and discomforts devotees faced along the way.

    This year’s initiative created a truly integrated experience, from a heartfelt campaign film shot at Lalbaugcha Raja capturing devotees’ journeys, to the on-ground distribution of over 25,000 care samples supported by Look-walker teams and a giant Soframycin inflatable, along with special product gifting for karyakartas and volunteers, and a digital layer of comic-style posts, contests, and vox pops that raised awareness about festive injuries while highlighting Soframycin’s quick healing promise.

    The campaign brought Soframycin’s new message Bhakti Aapki Care Hamari alive at Lalbaug, evolving the brand from a trusted antiseptic to a cultural companion during one of India’s most cherished spiritual gatherings.

    With a 1.9 milion plus digital reach and direct engagement with lakhs of devotees, the initiative amplified Soframycin’s presence while deepening its emotional connect with communities of faith.

    “Ganesh Chaturthi is about devotion, community, and care. With Bhakti Aapki Care Hamari at Lalbaugcha Raja, we extended Soframycin’s promise of protection and healing directly to devotees. Seeing thousands walk barefoot with faith, and being able to provide comfort through our care kits, was truly fulfilling,” said business head – India formulations, Encube Ethicals, business head – India formulations, Dinar Mhatre.

    The campaign was conceptualized and executed by BigTrunk Communications, Soframycin’s digital marketing partner. “This campaign shows how tradition and modern engagement can come together. From on-ground activations to amplification across Instagram, Facebook, and YouTube, we created a holistic experience that celebrated both devotion and care, reaching nearly 2 million people,” said BigTrunk Communications, founder & md, Bharat Subramanian .

     

  • Battle royale hits prime time as BGMS Season 4 Grand Finals go live

    Battle royale hits prime time as BGMS Season 4 Grand Finals go live

    MUMBAI: The battleground has shifted from mobile screens to the big stage, literally. The Oneplus Android Battlegrounds Mobile India Masters Series (BGMS) Season 4 Grand Finals fire up today at the Nodwin Gaming Arena in Delhi, where 16 of India’s finest esports teams will fight it out across 12 matches from 12–14 September for the championship crown and a cool Rs 1.5 crore prize pool.

    This isn’t just another LAN event; it’s India’s only esports tournament with national TV presence, beaming live on Star Sports Khel and JioHotstar from 5 pm to 8 pm. For fans, that means three days of adrenaline-fuelled prime-time action.

    The star-studded line-up includes league toppers Revenant Xspark, Team SouL, Gods Reign, and Nonx Esports, who qualified directly, joined by 12 hungry challengers from the semi-finals among them Godlike Esports, K9 Esports, Medal Esports, Phoenix Esports, Nebula Esports, and Sinewy Esports. Phoenix stole the show in the Playoffs with 58 points, while Godlike led the semi-finals with 92, setting up a tantalising clash of momentum and pedigree.

    The season has been equally dramatic off the battleground. Oneplus returns as title sponsor and official smartphone partner, Android steps in as co-title sponsor, TVS Motor revs into its third consecutive year, while Red Bull, Swiggy, and Bisleri keep players fuelled. Duolingo English Test makes its debut as official learning partner, and Tesla will showcase its Model Y at the finals because why not add some horsepower to the firepower?

    Nodwin Gaming co-founder and MD Akshat Rathee framed it as a milestone moment: “The fact that teams from the BGMI Challenger Series made it to the Grand Finals is proof that our grassroots-to-pro vision is working. Now, it’s time to see the very best of Indian esports on the biggest stage.”

    With legacy orgs, rising stars, and the world watching, BGMS Season 4 is more than a tournament, it’s proof that Indian esports has levelled up. The only question is: who will drop in, loot up, and walk away with the crown?

  • Indiantelevision.com, mFilterIt co-host Bengaluru roundtable on AI-led app marketing

    Indiantelevision.com, mFilterIt co-host Bengaluru roundtable on AI-led app marketing

    BENGALURU: With India’s app economy mushrooming and companies locked in a race for clicks and engagement in an era of attention deficit, the question is no longer just about investing in app marketing, it’s about making every install count. To address this challenge, Indiantelevision.com Group and mFilterIt co-hosted a closed-door roundtable in Bengaluru on September 12, themed “Build Winning App Acquisition & Engagement Strategy Using AI & Analytics.”

    “In an ecosystem, where installs alone no longer define success, it is critical to focus on cleaner traffic, sharper strategies, and genuine engagement. That’s why we are delighted to co-host this forum with mFilterIt—a partner whose expertise in AI and analytics has been pivotal in redefining transparency and trust in the digital ecosystem. By co-hosting this forum with mFilterIt, we aim to equip marketers with insights that go beyond the numbers and help shape sustainable, growth-focused approaches for the industry,” noted Indiantelevision.com, chief business officer, Soumitra Sahu.

    The invite-only forum brought together senior voices from leading brands to discuss sharper strategies for app marketers. The focus was not only on driving installs but also on ensuring genuine user engagement, maintaining cleaner traffic, and improving key efficiency measures such as cost per install (CPI) and cost per engagement (CPE). 

    The shifting ground of app acquisition

    With user acquisition campaigns increasingly driven by affiliates, India’s top brands are beginning to face blind spots in their frameworks. Attribution platforms may be able to measure installs, but optimisation and bot detection often fall outside their scope. This is where independent validators such as mfilterit have entered the picture, deploying AI-powered algorithms and layered checks that uncover wasted ad spend and fraud patterns usually missed by traditional systems. 

    A powerhouse panel

    The discussion was moderated by WPP Media, national head – performance marketing, Satheesh Kumar and featured senior leaders including Rohit Utmani of Phonepe’s Indus app store, Manas Prakash of Ajio, Pawandip Singh of Rapido, Akansha Kumari of Pocket FM, Utkarsh Garg of Jar, Satheesh Chinnappan of redbus, Saravanan G of Payrupik, Kirtiman Phadke of Stable Money, Rajat Srivastava of My Growth Club, Durgesh Rathore of mfilterit, and Jagmeet Singh of mfilterit. Together, they brought perspectives from diverse verticals of India’s booming app economy.

    Cracking the code

    The agenda stressed on some of the toughest questions in app marketing today. Among them was how brands can detect wasted ad spend and improve ROI, what critical metrics validate app ad traffic and highlight potential risks, and how incent walls distort campaign outcomes. A key theme: why marketers must challenge the data they receive from platforms and affiliates instead of taking it at face value. Fraud samples, like unusual CTIT patterns, installs from invalid OS versions, click hijacking, incent traffic, and even fake orders, further demonstrated how affiliate monitoring and real-time validation can uncover non-compliant activities and wasted spend. By highlighting these real-world patterns, the session demonstrated how independent checks bring more rigour, transparency, and efficiency to app marketing campaigns. 

    Why it matters

    By the end of the session, participants gained a clearer view of the blind spots in user acquisition and a sharper understanding of how AI and big data can improve campaign outcomes. They also walked away with a roadmap to elevate their strategies with real-time insights, helping ensure that every install delivers value rather than vanity. For Indiantelevision.com group, co-hosting the event reinforces its role as a knowledge partner to the industry. Together with mfilterit, it aims to provide marketers with a forward-looking agenda at a time when the quality of engagement, rather than sheer quantity, defines sustainable growth.

  • Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign

    Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign

    MUMBAI: Akzo Nobel India, the maker of Dulux paints, is celebrating five years of its ‘Dulux Assurance’ programme with a new campaign that asks a cheeky question: What’s better? The unmatchable quality of Dulux paints or the unbeatable Dulux Assurance warranty.

    Conceptualised by Lowe Lintas and directed by acclaimed filmmaker Prasoon Pandey, the “Lage Shaandaar, Chale Shaandaar” TVC plays out this dilemma in a lighthearted banter between characters, only to conclude that Dulux homeowners get the best of both worlds.

    “For over 70 years in India, Dulux has been synonymous with world-class quality. The assurance programme reflects both our confidence in that quality and the trust consumers place in us,” said Akzo Nobel India Limited, chairman and managing director, Rajiv Rajgopal.

    Adding to this, Akzo Nobel India, executive director, Rohit Totla noted that Dulux Assurance was introduced in 2021 as the industry’s first promise for colour, finish, and coverage, and was later expanded into a comprehensive warranty programme in 2023. “In just five years, Dulux Assurance has infused new confidence and is helping families across India, from Vellikulangara in Kerala to Nalbari in Assam, flourish with the magic of Dulux,” he said.

    The Dulux Assurance journey has grown from its original “A coat of trust in every stroke” positioning to today’s celebratory “Lage shaandaar, chale shaandaar.” Pandey’s direction brings the story to life with trademark humour and visual charm.

    Lowe Lintas, president – creative, Vasudha Misra added, “Some projects drain you, but this one re-energised us. Finding a fresh take on the warranty conversation and bringing it alive with Prasoon’s vision was an inspiring process.”

    The integrated campaign launches with the TVC and will expand across connected TV, social media, digital platforms, and festive activations, reinforcing Dulux’s message of quality, durability, and peace of mind.

  • Sania serves up a bold shot with Boldfit as athlete, investor, and designer

    Sania serves up a bold shot with Boldfit as athlete, investor, and designer

    MUMBAI: When Sania Mirza picks up a racket, history follows. Now, the six-time Grand Slam champion is turning her legendary forehand toward the boardroom, joining Boldfit not just as an athlete, but also as an investor and co-creator of its newest range of tennis rackets and pickleball paddles.

    The Bengaluru-headquartered sports and fitness brand, founded in 2018, has built its name on high-performance apparel, footwear, and equipment. With Sania on board, Boldfit is swinging into racket sports with fresh ambition, aiming to make tennis and pickleball more accessible to India’s 1.4 billion-strong sporting population.

    “Pickleball is exploding across all age groups, while tennis has always been my first love,” Sania said. “Partnering with Boldfit lets me bring my years of experience into designing gear that’s lighter, durable, and truly built for Indian players. My hope is to inspire more people to pick up a racket and fall in love with these sports.”

    Boldfit’s “Boldfit Athlete” roster already boasts names like cricketer KL Rahul, and Sania’s addition signals its intent to become a multi-sport powerhouse. Rahul summed it up: “Her joining Boldfit goes beyond equipment, it’s about inspiring millions to embrace sport as part of life itself.”

    The tie-up also puts pickleball, the world’s fastest-growing sport firmly in Boldfit’s sights. By developing performance-driven paddles alongside Sania, the brand hopes to capitalise on the sport’s surging popularity, supported by new courts and a growing community.

    For Boldfit founder and CEO Pallav Bihani the partnership reflects the company’s broader mission. “Sania isn’t done making history, and we’re thrilled she’s starting this bold chapter with us,” he said. “This is about giving aspiring Indian players access to products designed with the insight of a legend.”

    With tennis, table tennis, pickleball, and cricket already in its portfolio, Boldfit is steadily cementing its reputation as the sporting glue of modern India. And with Sania’s backing, the brand seems set to rally an entire generation toward sport as lifestyle not just pastime.

  • Half CA adds up as ClearTax joins Amazon MX Player with AI tax twist

    Half CA adds up as ClearTax joins Amazon MX Player with AI tax twist

    MUMBAI: When taxes meet television, even filing feels binge-worthy. Amazon MX Player’s hit series Half CA Season 2 has inked a smart partnership with fintech leader Cleartax, blending reel drama with real-life financial wisdom.

    The tie-up rolled out with a special video starring Ahsaas Channa and Gyanendra Tripathi, introducing Cleartax’s Agentic AI pitched as India’s first 24×7 AI-powered tax expert on Whatsapp. From auto-computing taxes with just a PAN number to answering queries instantly in multiple languages, the tool aims to take the sting out of tax season while speaking the language of Gen Z.

    The collaboration clicks neatly with Half CA’s storyline. The series produced by The Viral Fever (TVF) and now streaming free on Amazon MX Player follows CA aspirants Archie and Niraj as they juggle ambition, academic pressure, and adulthood’s curveballs. Just as the show champions perseverance, the partnership underscores financial literacy as a real-world survival skill.

    Amazon MX Player director Aruna Daryanani said the move was about impact beyond entertainment: “Millions relate to the struggles of CA students. Our partnership with ClearTax simplifies financial literacy in a way that feels authentic and engaging.”

    Cleartax founder Archit Gupta echoed the sentiment, pointing to its AI leap: “By automating complex tax processes on Whatsapp, we’re making planning and filing seamless. Teaming with Half CA lets us connect with a new generation, combining entertainment with tools to build confidence for the future.”

    Half CA S2 brings back favourites Ahsaas Channa, Prit Kamani, Aishwarya Ojha, Anmol Kajani, Gyanendra Tripathi, and Rohan Joshi. The show streams across MX Player’s footprint from mobile apps and Connected TVs to Amazon’s shopping app, Prime Video, Fire TV, Google TV, Xiaomi TV, and Airtel Xtreme.

    For viewers, it’s not just about watching dreams unfold on screen, it’s also about learning to add up in real life.

  • After Khalasi, Coke Studio Bharat drops Meetha Khaara this festive season

    After Khalasi, Coke Studio Bharat drops Meetha Khaara this festive season

    MUMBAI: After the runaway success of Khalasi, Coke Studio Bharat is back with another soulful folk offering, Meetha Khaara. Released as part of Season 3, the track arrives in time for the Navratri festivities and celebrates the enduring spirit of Gujarat’s Agariya community.

    Curated, composed and produced by Siddharth Amit Bhavsar, Meetha Khaara brings together a powerhouse of talent: the folk brilliance of Aditya Gadhvi, the tenderness of Madhubanti Bagchi, and the fresh notes of Thanu Khan.

    Rooted in a 600-year-old legacy, the song draws from the Agariya community’s life around salt farming. In Gujarati, “meethu” means salt, a substance born from hardship yet vital and sweet in its inheritance. The track captures this paradox, portraying resilience, pride and identity through music that blends earthy folk rhythms with contemporary sounds.

    Coca-Cola INSWA, imx lead, Shantanu Gangane said, “Festivals are occasions when music serves as a cultural connector. With Meetha Khaara, our intent is to create a bridge between tradition and the youth’s passion for music. Coke Studio Bharat unites legendary voices with fresh talent to create authentic stories that connect music, culture and people across India.”

    The song’s foundation lies in Bhargav Purohit’s evocative lyrics, which were then transformed into a layered musical narrative by Bhavsar. Gadhvi’s powerful vocals anchor the track, Bagchi adds emotional depth, and Khan ties it all together with his distinct sound.

    For Aditya Gadhvi, the song continues the journey begun with Khalasi. “With Meetha Khaara, we’re carrying forward Gujarat’s folk stories in a fresh way. Making this song was pure joy, as it carries the pride of our people,” he added. 

    Echoing him, lyricist Bhargav Purohit said, “Writing this song was an honour. I wanted the words to reflect resilience and tradition with simplicity and honesty.”

    Singer Madhubanti Bagchi shared, “It allowed me to merge technique with emotion, tradition with individuality. The result felt deeply authentic.”

    And for emerging artist Thanu Khan, the experience was nothing short of a dream. “Being part of Coke Studio Bharat and contributing to *Meetha Khaara* will always be an honour,” he shared.