MUMBAI: Who needs hold music when your helpline has brains of its own? In a record-breaking makeover of customer support, Squadstack.ai’s Humanoid AI Agent Stack has helped regional OTT platform Stage cut through the chaos deflecting 55 per cent of calls, boosting CSAT to 86 per cent, and slashing support costs by 70 per cent in just six weeks.
For Stage, which streams hyperlocal hits in Haryanvi, Rajasthani, and Bhojpuri, the timing was crucial. Soaring call volumes over payments and refunds had overwhelmed its human agents. Enter Squadstack.ai’s AI agents trained on over 600 million conversations who not only handle refund requests with empathy but also recommend shows mid-conversation, blending service with engagement like a pro.
The results speak louder than the dial tone. With an average handling time of 46 seconds and instant responses to nearly 90 per cent of leads, Stage’s users are finally getting the support they deserve, in their own dialects. “We couldn’t scale with human agents alone, but with AI, customers feel heard in the language they’re most comfortable with,” said Stage co-founder Harsh Tripathi.
Beyond speed, Squadstack.ai ensures compliance too, meeting ISO 27001 and SOC 2 standards while adhering to strict DND norms. As Squadstack.ai co-founder & CEO Apurv Agrawal put it, “This partnership validates our vision of scalable, secure, and empathetic engagement.” With Stage setting the stage for AI-powered support, India’s digital platforms may soon be dialing into a future where machines don’t just talk, they truly listen.
MUMBAI: It’s that time of the year when Kerala’s air carries the aroma of Onam Sandhyas, floors burst into bloom with colourful pookalams, and Punnamada and other famous lakes in Kerala ripple under the oars of Vallam Kali racers as the cheers of the crowd echo across the water. In 2025, brands are lining up to tap into this very sentiment, weaving campaigns that range from heart-tugging reunion tales to playful takes on how the festival is evolving in an age of technological advancement.
Diving headfirst into the festive spirit was Amul, with an ad film featuring the iconic Amul girl in a cream kasavu saree, rocking a pair of sunglasses as she balances on the edge of a long racing boat and performs the viral ‘aura farming’ step to traditional Kerala tunes. Staying true to its knack for seizing every cultural moment that resonates with Indian audiences, the dairy giant recreated the viral boat-dance originally started by 11-year-old Indonesian Internet sensation Rayyan Arkan Dikha.
On a similar vein, Parle-G also released a campaign film zeroing in on what the festival actually means to Malayalam households. The story follows a family returning to Kerala from the US after 16 years. While the daughter is eager to embrace the festivities, the father feels disheartened by how traditions have evolved with time.
For instance, the once-famous Poopara ground, known for its Onam celebrations, has turned into a bus stand; a pookkalam has been replaced by ready-made carpets; and the mango tree which was once used to tie a swing has been cut down because no one has the time to clear away the dry leaves. To him, it is both alarming and disheartening to see the festival lose its soul, with rituals altered in the name of convenience.
In a heartening twist, the daughter recreates his childhood memories by bringing home a Pulikali troupe, tug-of-war games and other vibrant touches of authenticity, reminding him that the essence of Onam lies in togetherness and shared joy. The film closes with the brand’s message: ‘Jo auron ki khushi mein paye apni khushi, Parle-G, G Maane Genius’.
Here’s a look at some of the other campaigns that stood out this Onam:
Association of Mutual Funds in India ( AMFI )
Through its Mutual Funds Sahi Hai campaign, AMFI has rolled out festive-themed billboards, digital displays and social media posts in both English and Malayalam, with taglines like “Staying invested can take you places.”
At Cochin International Airport, Homecoming travellers are greeted by a life-sized 3D boat installation set against an LED backdrop. Passengers can hop aboard, pick a dream destination, from the Eiffel Tower to the Statue of Unity, and capture moments that symbolise how long-term investing can take you places.
But the celebrations don’t stop there. The mutual fund self-regulatory body has also anchored itself at the legendary Nehru Trophy Boat Race in Alappuzha, where over 75 snake boats slice through the waters before nearly a lakh spectators. The message? Just like the rowers’ endurance and rhythm, consistent investing builds momentum towards long-term goals.
Peter England
The apparel brand has launched a new Onam campaign aimed at Kerala’s Gen Z consumers, featuring traditional festive elements fused with the contemporary culture of today’s youth. The brand has roped in homegrown rapper Imbachi to headline the campaign with a specially created anthem.
The track combines the rhythm of Kerala’s ‘chenda melam’ with the beats of hip hop, offering a fresh sound that reflects the cultural roots of Kerala.
The campaign also sets the tone for Peter England’s long-term retail strategy, leveraging pop culture, music and Gen-Z influencers to strengthen engagement with India’s new-age consumers.
Sujata Appliances
Sujata Appliances’ Onam campaign shines a light on an old-age home, conveying that the festival’s spirit extends beyond biological family ties. The film follows an elderly woman abandoned by her own family who, instead of celebrating alone, brings together residents of the home and children from an orphanage. By preparing a traditional sadya and sharing it with them, she transforms what could have been a solitary occasion into one filled with joy and warmth. The campaign delivers a clear message: Onam is not only about kinship by blood, but about spreading love, embracing others, and forging new bonds of togetherness.
South Indian Bank
The bank has unveiled its Onam campaign film, written and produced by Aiswarya Suresh and directed by Brijith BKV of First Picture Show Co. Captured in a PoV format, the story follows a family reunion for Onam, bringing to the fore the campaign’s central theme: the best returns come from investing in relationships.
The film opens with a young Malayali woman returning home after years away, surprising her family just in time for the festival. She quickly becomes the heart of the celebration: from decorating a floral rangoli to dressing in traditional Thalappoli attire and joining the grand Onam feast. Subtly interwoven is the role of South Indian Bank’s mobile app, emphasising the brand’s message that while technology enables convenience, true wealth lies in the bonds that bring people together.
Casio Watches India’s Onam campaign depicts the warmth of new beginnings within families. In the film, a mother-in-law welcomes her daughter-in-law on her first Onam, gifting her a Casio LTP-SN5YSR-5A watch to mark the occasion. What may appear to be a simple gesture carries a deeper meaning, symbolising acceptance into a new family and creating a sense of belonging. In a touching moment, the mother-in-law gently remarks that it is her “daughter’s first Onam,” not her daughter-in-law’s, making her feel truly at home. The campaign also showcases a model designed specifically in India for Indian consumers, underlining Casio’s effort to create products that are culturally relevant to its audience.
Shriram Finance
The brand’s Onam campaign draws on Kerala’s association with gold, not merely as a symbol of wealth, but as a treasure chest of memories, traditions, and aspirations. Built around the thought ‘May your Onam be of Gold’, the film extends the metaphor to our loved ones, portraying them as life’s true riches. Familiar faces from Malayalam cinema and television bring a sense of warmth and relatability, while Vineeth Sreenivasan’s soulful composition lifts the narrative with melody and emotion, wrapping the story in festive spirit.
MUMBAI: Talk about coming clean… Himalaya Wellness is washing away more than just pimples.
Ahead of pimple acne positivity day, the brand unveiled its first-ever ‘world of neem’ at Taj Lands End, Mumbai, blending skincare science, celebrity voices and real-skin stories to change how young Indians see their skin.
With 20 crore teenagers and young adults in India battling pimples, the brand’s mission was clear: fight the stigma, not the skin. The immersive event brought together dermatologists, influencers and celebrities, showing that skincare can be simple, effective and stigma-free.
On stage, Dr Rashmi Shetty, leading dermatologist, busted myths and highlighted Neem’s natural antibacterial power. Actor Nitanshi Goel struck a chord with her personal take: “Real skin is beautiful. We don’t need to hide behind filters or shame.”
The event also spotlighted the evolution of Himalaya’s iconic neem face wash, now upgraded with a unique 5-part neem formulation that helps “skip the pimple episodes.” It’s the latest step in Himalaya’s 25-year journey as India’s most trusted face wash brand.
“Himalaya has always stood for care that’s gentle, effective and rooted in nature,” said Himalaya Wellness, business director, Rajesh Krishnamurthy. “This new formulation continues that legacy, empowering young people to embrace their skin with confidence.”
Alongside the launch, Himalaya kicked off a nationwide school programme reaching over five lakh students, championing acne positivity and holistic skincare habits.
MUMBAI: Fashion just found its festive beat, and Ananya Panday is leading the dance. Women’s ethnic wear brand Aurelia has named the movie star as its new brand ambassador, launching the high-energy campaign ‘Hameshatrending’ just in time for the wedding and festive season.
Known for her easy, fun, and versatile style, Ananya is the perfect fit for Aurelia’s ethos of keeping women confident, relevant, and yes always trending. The new festive collection plays up rich hues, intricate embellishments, and fluid silhouettes, offering everything from shararas and kurta sets to fusion co-ords. Whether it’s an intimate mehendi or a grand Diwali soiree, Aurelia promises to keep women stylish without missing a beat.
Timed to light up the busiest fashion calendar of the year, the campaign drops with a film and striking visuals across platforms, amplifying Aurelia’s presence in festive fashion conversations. Backed by Aditya Birla Fashion and Retail Ltd.’s TCNS division, CEO Anant Daga calls the partnership “a celebration of vibrancy, elegance, and confidence.” With Ananya Panday as the new face, Aurelia is betting that its festive sparkle will shine brighter than ever in wardrobes across India.
MUMBAI: When it comes to the news game, the 18s are playing in a league of their own. CNN-News18 and News18 India have once again flexed their dominance, leaving competitors scrambling to catch up in both English and Hindi news television.
According to the latest BARC data, CNN-News18 continues to tower over the English news space with a hefty 38.8 per cent market share, while NDTV 24×7 trails at 23.8 per cent and Times Now at a modest 17.0 per cent. (BARC India | Mkt: India | TG: 15 plus | Wk30’25 – 33’25 | 8 Channels considered | Market Share per cent Basis AMA’000). Ever since BARC ratings resumed in March 2022, CNN-News18 has kept its crown, week after week, making its supremacy look almost effortless.
The Hindi turf tells a similar story. News18 India clocked 77,918 AMA’000, comfortably ahead of Aaj Tak at 74,546 AMA’000 (BARC | Metric: Avg. Weekly AMA’s | TG: NCCS All 15 plus | Period: Wk 30’25-Wk 33’25, 24 Hrs, All Days | Market: HSM). With anchors like Kishore Ajwani, Amish Devgan, Rubika Liyaquat, Prateek Trivedi, and Aman Chopra fronting its power-packed programming, News18 India continues to be the nation’s preferred pitstop for Hindi news.
Part of the larger News18 Network, which boasts the country’s biggest omni-channel news presence, both CNN-News18 and News18 India have invested heavily in editorial firepower and technology. The strategy is paying off handsomely, with the network cementing its place as India’s most-watched and trusted news giant proving that in the battle for eyeballs, the house of 18 is still the boss.
MUMBAI: The house isn’t just full, it’s overflowing. Bigg Boss Season 19 stormed onto JioHotstar with India’s biggest-ever OTT launch, pulling in record-breaking Day 1 numbers that set the stage for a fiery season ahead. The opening episode clocked a 2.3x surge in reach and a 2.4x jump in watch-time compared to last year, while peak concurrency doubled over Bigg Boss 18’s launch. For a franchise that has ruled non-fiction TV for 18 years, this digital-first outing has levelled up the game.
It wasn’t just the audience piling in brands rushed in too. With 11 marquee sponsors across FMCG, auto, lifestyle, and personal care ranging from Vaseline, Appy Fizz, Flipkart and Lakme Peach Milk to Citroën, Manforce and Lux Cozi, the season has lured a mix as diverse as the housemates themselves. For advertisers, Bigg Boss continues to be more than a show; it’s a cultural juggernaut with unmatched reach and recall.
Keeping fans hooked round the clock, JioHotstar has added interactive features like live chats, polls, and a 24×7 live feed, ensuring audiences don’t just watch but actively play along. And of course, fronting it all is Salman Khan bringing charisma, banter, and that signature mix of star power and swagger that keeps audiences coming back.
As Alok Jain of JioStar put it, “The overwhelming response reflects not just the property’s scale but the deep bond audiences share with Bigg Boss.” With the launch already rewriting records, Season 19 is shaping up to be more than entertainment, it’s a 24×7 obsession.
MUMBAI: Kay Beauty, the make-up brand co-founded by actor Katrina Kaif and Indian beauty retailer Nykaa, has made its first international move with an exclusive launch at Space NK in the UK. The tie-up marks the first time a home-grown Indian beauty brand has been stocked by the British luxury chain.
Founded in 2019, Kay Beauty has built its reputation on performance-led, skin-friendly formulas and an inclusive brand voice, encapsulated in its slogans #ItsKayToBeYou and #MakeupThatKares. Its portfolio of 197 products across eyes, lips and face will now sit alongside Space NK’s curated line-up of global labels.
Kaif called the launch “a powerful opportunity to connect with a global community that shares our values.” Nykaa co-founder & head of its owned bands Adwaita Nayar described the step as “more than just a brand milestone,” positioning Kay Beauty as proof that Indian consumer labels can compete on the global stage. Space NK chief commercial officer Margaret Mitchell said the addition would help the retailer better serve Britain’s growing south Asian community while offering “something genuinely unique”.
The UK launch brings bestsellers such as the Hydra Crème Lipstick, Hydrating Foundation and Velvet Creme Blush, as well as a range of kajals infused with chamomile and ceramides.
Kay Beauty, named Vogue India’s Beauty Brand of the Year in 2022, has already carved a cult following at home with 1.6 million social media followers, 700-plus retail outlets and more than 2.5 million customers. With Space NK’s 80-store network and online reach, the brand is betting that its blend of inclusivity, heritage and innovation will resonate with British consumers too.
MUMBAI: Lights, camera… kick-start! Royal Enfield has shifted gears on creativity with the launch of Season 5 of its global platform, ‘art of motorcycling’, this time with a cinematic twist called ‘cine-verse’. The campaign challenges artists across 12 countries to imagine themselves as stars of their own film and condense the story into a striking movie poster with a Royal Enfield taking centre stage.
And in a first, the platform is opening the throttle for a younger crowd with the debut of AOM young talent, a category for creators aged 11–18. These budding artists will share the same stage and spotlight as seasoned professionals, with their work showcased at Motoverse 2025 in Goa.
The jury line-up is nothing short of blockbuster: Harun Robert (Rob) of M.A.D, poster-design maestro Raj Khatri, Colombian street artist Diana Ordóñez, and Indonesian pop-art maverick Muklay. Each guest will not only judge entries but also create their own cine-verse posters, which will be turned into exclusive merchandise.
Last year’s edition drew over 42,000 entries from 12 countries, reaching more than 23 million people worldwide. Season 5 promises to be bigger, bolder and more global than ever, blending cinema, art, and motorcycling’s freewheeling spirit.
Artists can submit digital or hand-drawn works under regular or young talent categories, with winners earning an all-expenses-paid trip to Motoverse 2025, where their creations will take the spotlight at the AOM Arena.
MUMBAI: Zee Telugu is tuning up for a melodious ride as it launches the 17th season of its iconic singing reality show, Sa Re Ga Ma Pa, this time in the Li’l Champs avatar. The musical journey begins on 30 August at 9 pm, with fresh young talent ready to steal hearts every Saturday night.
Fronting the show is the ever-charismatic Sudheer, whose quick wit and charm promise to keep the energy buzzing. Guiding the contestants is a star-studded panel: singer SP Shailaja, director Anil Ravipudi, lyricist Ananth Sriram, and actor Niharika Konidela each bringing their own flair for music, cinema and storytelling. Together, they’ll mentor the budding singers while keeping audiences hooked with insights and banter.
The line-up of contestants is as vibrant as the stage itself. Advith turned heads with a spirited take on Chaaruseela, complete with a comical American accent, while Kruthi charmed with a soothing rendition of Kokilamma. Nithyasree electrified the crowd with Magallu Vatti Maayagalle, and Aliya Fathima from Kerala proved that music knows no language barrier with her soulful Sirimalle Poova. Meanwhile, Adharv amped up the festive vibe with Dhandalayya, and Lakshmi Chowdary wowed with her jaw-dropping dual voice modulation. A surprise highlight came when singer Sameera Bharadwaj and her daughter took the stage for a playful mom-daughter duet of Kathalenno Chepparu, blending melody with comedy.
With a mix of powerhouse voices, pint-sized confidence, and a panel that knows how to strike the right chord, Sa Re Ga Ma Pa Li’l Champs promises to be less of a contest and more of a celebration of music, childhood and pure joy.
MUMBAI: Kaun Banega Crorepati (KBC) is back for its 17th season, and the big brands are queueing up once again. Sony Entertainment Television and Sony LIV have rolled out the latest edition of India’s most iconic quiz show, hosted as ever by Amitabh Bachchan, with a line-up of sponsors as weighty as the prize money.
Maruti has signed on as lead automobile partner, sweetening the stakes by giving away new cars to every Crorepati on the hot seat and to the overall Play Along winner. Hindustan Petroleum Corp Ltd (HPCL) has returned to underline its mass-market connect, while UltraTech Cement and Pidilite’s Dr Fixit have doubled down on their aspirational pitches to smaller cities and family households.
All told, 15 brands from categories spanning automobiles, cement, home-building products, condiments, clothing, payment gateways and mouth fresheners have joined forces with the show this season. Their faith underscores KBC’s ability to deliver reach, recall and resonance across India.
Sony LIV is once again pushing its “second-screen” play, with the return of KBC Play Along and the hugely popular Har Din Lakhpati feature. The format, which lets viewers answer questions live via the app, has turned KBC from a television property into a nationwide interactive event since debuting in 2018.
Sony LIV, head of ad sales revenue Ranjana Mangla said KBC “has stood as a bedrock of consistency for advertisers—delivering unmatched reach, deep engagement, and a cultural resonance that few formats can claim.”
HPCL’s CH srinivas hailed the programme’s “spirit of knowledge and the power of questions,” while UltraTech’s Ajay Dang called the Sony Liv tie-up “a once-in-a-lifetime opportunity” to cement aspirational journeys in tier 2 and 3 towns. Swati Jha of Pidilite added that both KBC and Dr Fixit “have been trusted companions in people’s lives” for more than two decades.
With Sony LIV reporting over 100m app downloads and pushing an expanding roster of sports rights, films and originals, KBC remains its most bankable franchise—blending nostalgia, mass appeal and advertiser trust in equal measure.
