ITV

Category: News Headline

  • Prime Video’s teen drama smashes viewership records

    Prime Video’s teen drama smashes viewership records

    MUMBAI: Prime Video’s sun-soaked coming-of-age saga, The Summer I Turned Pretty, has returned in blazing form. Season 3 premiered on 16 July, drawing 25 million unique viewers worldwide in its opening week, a 40 per cent leap from Season 2 and a threefold surge since the show’s debut.

    Backed by Jenny Han’s book-to-screen vision and fuelled by Taylor Swift’s soundtrack magic, the series has cemented its place as a Gen Z obsession. It now ranks as Prime Video’s most-watched TV season among women aged 18–34 and its fifth most-viewed returning season overall.

    Sharing her elation on the smashing success of the series, creator, showrunner, and executive producer Jenny Han said, “Seeing how ‘The Summer I Turned Pretty’ has resonated with millions—how the story has sparked so many fan conversations, sent the books back on the bestseller lists, and inspired so many viewers’ reactions across social media—it’s everything I could have hoped for and more. As creator and co-showrunner, I’m incredibly proud of what we made. I’m grateful we got to make all three seasons, one for each book, and grateful that audiences have been so passionately embracing the story I wanted to tell.”

    Amazon MGM Studios head of TV content, Vernon Sanders explained how the decision to release Season 3 episodes weekly, despite heightened anticipation from fans, was a deliberate move. He said, “This has been a strategy that we’ve rolled out with our second seasons and beyond — whether that’s with ‘The Boys’ or ‘Reacher,’ even ‘The Summer I Turned Pretty’ Season 2 was weekly. And we see that the audience, even though they’re craving every episode, we’re able to engage them in a longer conversation. And it’s great for the service, because we have people coming back week after week. But that discussion, the community that gets built by having that shared experience and being in one conversation, we see lots of benefits to it. So when and where it makes sense, we’ll keep doing that.” Additionally, the 12 a.m. PT/3 a.m. ET release time aims to streamline messaging and accommodate global viewers.

    Adding to the frenzy, the showrunners recently urged fans to keep their passion playful rather than personal, reminding viewers not to blur lines between the fictional heartbreak on screen and the cast bringing it to life.

    With new episodes dropping every Wednesday until 17 September, this final season finds Belly (Lola Tung) torn between Jeremiah and Conrad, as love triangles, nostalgia and messy feelings collide one last time.

    Prime Video is streaming all three seasons in English, Hindi, Tamil, Telugu, Malayalam and Kannada, proof that summer heartbreak now has a truly global language.
     

  • MilliporeSigma partners with IAS to drive strong programmatic outcomes

    MilliporeSigma partners with IAS to drive strong programmatic outcomes

    MUMBAI: Integral Ad Science (IAS) has launched an insightful case study in collaboration with MilliporeSigma, the life science business of Merck KGaA, Darmstadt, Germany. The study aimed to demonstrate the effectiveness of IAS’s Total Visibility solution in driving quality path optimisation (QPO) for MilliporeSigma by unlocking premium-quality media, maximising performance, and lowering costs in near real time across programmatic buys.

    MilliporeSigma sought to optimise media quality metrics, including brand safety and viewability, to achieve superior campaign outcomes. However, a lack of transparency into where the impressions were served posed a significant challenge in making informed decisions and driving campaign effectiveness.

    By leveraging IAS’s post-bid media measurement and its Total Visibility  solution, MilliporeSigma achieved holistic financial transparency across its programmatic supply path. It pinpoints exactly where dollars were going and how much of it was being lost to fraud, unsafe brand environments, and unviewable inventory. Through continuous optimisation of domains and placements, MilliporeSigma strategically redirected investments toward high-performing signals, enhanced brand safety, and reduced low-quality impressions, all while aligning with evolving benchmarks and standards.

    The campaign launched in May 2024 across channels including desktop, display, tablet, video, and phone:

    Results:

       53 per cent improvement in Quality Impressions

       59 per cent improvement in Viewability

    Quality Impressions

    After the campaign ended, we noted a significant improvement in viewability, traffic quality, and cost-effectiveness. Merck Group, paid media lead, digital marketing, Saurav Kumar said, “ I’d like to extend sincere thanks to IAS for their exceptional support and collaboration in helping MilliporeSigma to improve the viewability rate from 50 per cent to an impressive 75 per cent, surpassing the global benchmark. Using Total Visibility  has been a game changer that helped increase the Quality Impressions by a massive 53 per cent.  This achievement results from IAS’s proactive insights, continuous optimisation recommendations, and a seamless partnership throughout the process. The team’s responsiveness and strategic guidance were key in reaching this milestone. We truly appreciate the commitment to excellence and look forward to continuing this successful collaboration”.

    “As programmatic adoption accelerates, brands that prioritise high-quality, viewable, and brand-safe environments along the supply chain are poised to stand out. It brings greater transparency, efficiency, and control to their media buys, while reducing waste and safeguarding brand equity. The IAS and MilliporeSigma collaboration showcases how advanced measurement solutions significantly enhances media performance and deliver meaningful outcomes,” said IAS country manager of India, Saurabh Khattar. 

  • She power surge as Sheshakti makes its maiden move to Mumbai

    She power surge as Sheshakti makes its maiden move to Mumbai

     MUMBAI: Bharat’s builders wear bangles and they mean business. News18’s flagship platform Sheshakti, in partnership with Lions Clubs International, is back with its third edition and this time, it’s taking a regional route. The first-ever Mumbai chapter of News18 SheShakti 2025 rolls out on 31 July, spotlighting Maharashtra’s women trailblazers who are breaking barriers and building Bharat.

    Titled “From Breaking Barriers to Building Bharat,” this year’s theme shifts the focus from token celebration to structural transformation. The summit will culminate in a grand finale in Delhi on 21 August, but the Mumbai edition is poised to set the tone with a power-packed line-up of policymakers, entrepreneurs, entertainers, and change-makers.

    Leading the charge are dignitaries like Shri Devendra Fadnavis, Ashwini Bhide, and Sujata Saunik, alongside global voices such as Ambassadors Chavanart Thangsumphant (Thailand) and Mateja Vodeb Ghosh (Slovenia), offering an Indo-global dialogue on leadership and inclusion.

    From boardrooms to Bollywood, Sheshakti’s guest list reads like a who’s who of women who’ve redefined the game:

    .  Naiyya Saggi (founder & CEO, Edition)

    .  Laxmi Iyer (group president, Bajaj Finserv)

    . Dr Neerja Birla (chairperson, Aditya Birla Education Trust)

    .  Priti Rathi Gupta (founder, Lxme)

    . Harsha Mundhada (partner, Inflexor Ventures)

    . Roshi Jain (sr. fund manager, HDFC Mutual Fund)

    .  Chitralekha Patil (director, PNP Group)

    .  Olympian Anjali Bhagwat and para-badminton star Manasi Joshi

    . Actors Nimrat Kaur, Shriya Pilgaonkar, and Renuka Shahane

    Also joining are popular radio voices RJ Malishka, RJ Archana, and RJ Stutee, and Sarita Sonawale, recipient of the Savitri Bai Phule Award, for her grassroots advocacy.

    The event will not just echo inspiration, but also actionable impact. With over two chapters across two months, SheShakti 2025 seeks to mobilise ideas, incubate collaborations, and inspire the next generation of women leaders. It also positions Maharashtra as a microcosm of India’s inclusive growth, celebrating how women are influencing sectors from urban infrastructure to wellness startups.

    Network18 Group chief strategy officer, Puneet Singhvi summed it up: “Sheshakti is not just an event. It’s a movement. And we’re thrilled to bring it to Mumbai for the first time.”

    Network18 (Broadcast) CEO Avinash Kaul added, “This regional expansion is a testament to the influence women wield in shaping India’s social, economic and cultural blueprint.”

    As the country prepares to celebrate Raksha Bandhan and Independence Day, Sheshakti offers a timely reminder that true progress is built on the shoulders of those who don’t just smash glass ceilings, but raise the roof for everyone else.
     

  • Laxmipati Sarees onboards Rashmika Mandanna as their brand ambassador

    Laxmipati Sarees onboards Rashmika Mandanna as their brand ambassador

    MUMBAI: Laxmipati Sarees has announced its association with one of the biggest stars of Indian cinema—Rashmika Mandanna – as the face of the brand. Known for her pan-India appeal and magnetic screen presence, Rashmika brings fresh energy to a brand cherished across generations for its unmatched print quality and super-fine lightweight fabric.

    This iconic partnership launches with a nationwide campaign across TV, digital, print, and outdoor platforms starting July 29, 2025, celebrating the effortless elegance and cultural pride that Laxmipati Sarees represents. The campaign will also run ads on the India’s most iconic show Kyunki Saas Bhi Kabhi Bahu Thi, which starts tonight, aiming to capture the target audience on both TV as well as digital (JioHotstar) mediums.

    Expressing her joy, Rashmika Mandanna said, “Sarees carry so much more than just fabric — they hold our stories, tradition, and timeless beauty. Each one reflects a rich cultural legacy, and Laxmipati makes them so easy to wear — light, vibrant, and full of elegance. I’m so happy to be associated with a brand that brings heritage to life with such effortless style”

    Laxmipati Sarees managing director Sanjay Sarawagi said, “For four decades, Laxmipati Sarees has stood for trust, quality, and elegance. Our vision has always been to create sarees that combine heritage with everyday elegance. With Rashmika joining our journey, we are reaffirming our commitment to stay rooted in Indian tradition while connecting deeply with today’s woman. Her grace and authenticity reflect everything our brand aspires to be.”

    Laxmipati Sarees director Manoj Sarawgi added, “This is a proud moment for us. Rashmika brings not just star power, but a natural warmth and relatability that our customers love. Her presence will help us reach new audiences while staying true to our core—creating sarees that are light, beautiful, and truly made for every Indian woman.”

    “Rashmika brings an incredible blend of relatability and glamour, which aligns perfectly with Laxmipati’s appeal. Through this campaign, we’re not just showcasing sarees—we’re narrating the story of the modern Indian woman who embraces tradition with confidence and joy,” added director Rakesh Sarawagi.

    Shreyansh Innovations founder Shreyansh Baid commented on the campaign, “This was a special campaign to craft. Laxmipati’s sarees are known for their lightness, fine fabric, and beautiful designs—we wanted to highlight that sensory elegance in every visual. Rashmika’s presence adds a celebratory warmth to the narrative, making the campaign aspirational and authentic at the same time.”

     

  • Aamir Khan takes ‘Sitaare Zameen Par’ straight to YouTube in a first-of-its-kind digital premiere

    Aamir Khan takes ‘Sitaare Zameen Par’ straight to YouTube in a first-of-its-kind digital premiere

    MUMBAI: Aamir Khan is ripping up the rulebook. In a landmark move, the actor-producer is releasing his blockbuster Sitaare Zameen Par directly on YouTube Movies-on-Demand from 1 August 2025, bypassing traditional OTT platforms and putting premium cinema within reach of every household.

    Actor-producer Aamir Khan stated, “For the past 15 years I have been struggling with the challenge of how to reach audiences who do not have geographical access to theatres, or those who are unable to make it to theatres for various reasons. Finally the time for the perfect storm has come. With our government bringing in UPI and India becoming no 1 in the world in electronic payments, with internet penetration in India having grown dramatically and growing everyday, and with YouTube being on most devices, we can finally reach vast sections of people in India, and a significant part of the world. My dream is that Cinema should reach everyone at a reasonable and affordable price. I want people to have the ease of watching Cinema when they want, where they want. If this idea works, Creative voices can tell different stories breaking geographical and other barriers. This will also be a great opportunity for younger creative people entering the field of Cinema. If this idea works, then I see this as a win-win for all.”

    YouTube India country managing director, Gunjan Soni highlighted the strategic significance of this partnership. “The digital launch of Sitaare Zameen Par exclusively on YouTube underscores a significant step towards democratizing Indian film distribution at a global scale. YouTube is already a key digital destination for premium content, and we’re excited to offer filmmakers and content owners not only our unparalleled digital reach but also the control and flexibility to meet their audiences where they are. Today’s launch is far more than a release – YouTube is laying out the red carpet for Indian cinema to stride onto the global stage.”

    The film, which has already grossed over Rs 250 crore worldwide, will be available in India for Rs 100 and in 38 international markets including the US, UK, Australia, Germany and Singapore, with localised pricing and subtitles.

    A spiritual successor to his 2007 classic Taare Zameen Par, the heartwarming drama stars Aamir Khan, Genelia Deshmukh and ten actors with intellectual disabilities, making inclusivity its emotional core.

    This YouTube-first strategy is a radical experiment that not only turns every screen into a theatre but also cements YouTube’s growing clout in post-theatrical film distribution. With YouTube already reaching 4 out of 5 internet users in India, this could reshape how films find their audiences.

    Directed by RS Prasanna and written by Divy Nidhi Sharma, the film will also be available in dubbed and subtitled versions for global audiences. Next up for Aamir Khan Productions: Lahore 1947 starring Sunny Deol and Preity Zinta, and Ek Din featuring Junaid Khan and Sai Pallavi.

    Cinema, it seems, just found its biggest digital stage.

  • McDonald’s India and Sanjeev Kapoor reunite to showcase new Protein Plus Range

    McDonald’s India and Sanjeev Kapoor reunite to showcase new Protein Plus Range

    MUMBAI: McDonald’s India (West & South) has announced the return of culinary icon Sanjeev Kapoor for a new brand film highlighting its newly launched innovative and first-of-its kind ‘Protein Plus Slice’. This marks the continuation of the successful partnership that began with the Multi-Millet Bun launch last year. 

    This entertaining brand film, conceptualised by DDB Mudra captures a memorable encounter at McDonald’s where Kapoor, stationed behind the counter, meets a young fitness enthusiast and his spirited little brother. When the older brother orders his usual favourites, Chef Kapoor introduces them to the revolutionary Protein Plus slice with his characteristic charm. What unfolds is a humorous competition between the brothers, when the elder one requests two slices, his younger brother immediately ups the ante by asking for three slices. The film perfectly illustrates how customers of all ages can personalize their protein intake while enjoying McDonald’s favourites. 

    The film emphasizes on the 100% vegetarian plant-based ‘Protein Plus Slice’ co-developed by CSIR – Central Food Technological Research Institute (CSIR-CFTRI). Chef Kapoor talks about this slice, which offers 5g of protein per slice, allowing customers to add 5g, 10g, or more protein to their burgers without compromising on taste. 

    Westlife Foodworld CEO Akshay Jatia said, “At McDonald’s India, we have always believed in giving our customers more choice, and this time, we are giving them the power to personalize their protein intake. The Protein Plus Range allows them to enjoy their favourite McDonald’s burgers without compromising on their protein needs or the taste. It also reflects our ongoing commitment to our ‘Real Food, Real Good’ philosophy, bringing together flavour, nutrition, and food science. Together, we remain committed to crafting menu items that are both wholesome and delicious, combining locally available ingredients in a way where great taste and nutrition go hand in hand.” 

    Kapoor said, “It feels great to continue my association with a brand like McDonald’s that constantly innovates its menu, suiting the tastes and preferences of varied customers. Their entry into the protein enhancement initiative is commendable, and I like the fact that their Protein Plus range perfectly balances taste with nutrition. I believe this range is a true innovation in personalized nutrition.” 

    DDB Mudra Group chief creative officer & executive director Rahul Mathew  said, “McDonald’s is for everyone. It’s a belief that the brand is built on. And it’s this belief that we’ve extended to extra-protein seekers with the new Protein Plus Slices. So, whether you’re just making up for your nutritional needs or following a workout regimen, McDonald’s is for you as well.” 

    The Protein Plus Range launch marks McDonald’s India’s second strategic collaboration with the CFTRI, following the successful introduction of Multi-Millet Buns. The campaign on the Multi-Millet Bun had also featured Chef Sanjeev Kapoor. 

    The film closes with Kapoor saying, ‘That’s My McDonald’s’, underscoring the brand’s commitment to blending great-tasting burgers with more nutritional goodness. Customers can now savour their favourite burgers in a nutritional avatar with extra protein at their nearest McDonald’s restaurants in West and South India, on-the-go via Drive-Thru and also can order through the McDelivery App and Swiggy.

  • TKR ropes in Stake as title sponsor in multi-year global partnership

    TKR ropes in Stake as title sponsor in multi-year global partnership

    MUMBAI: The Trinbago Knight Riders just hit a sponsorship sixer. Caribbean Premier League’s most decorated franchise has inked a multi-year title partnership with Stake, the world’s leading online casino and sportsbook adding some serious global firepower to its off-field playbook. With four CPL titles under its belt (2015, 2017, 2018, 2020), TKR’s winning legacy now aligns with a brand that’s betting big on cricket. Stake already has marquee partnerships across the sporting spectrum, including UFC, Everton FC, and the Stake F1 Team. Its latest Caribbean swing follows recent forays into cricket with the Paarl Royals, European Cricket Championships, and Major League Cricket.

    “This partnership marks a significant milestone for us,” said Knight Riders Sports Group CMO Binda Dey. “Bringing together two globally recognised brands, we aim to elevate fan engagement through innovation and technology.”

    And innovation is already in motion. The announcement was hyped with a teaser campaign starring Knight Riders legends Andre Russell, Sunil Narine, and Dwayne Bravo alongside Stake-backed athletes from across the world. The result? A viral buzz building up to the big reveal, with cross-sport fandom fuelling the fire.

    “TKR’s success and passionate fanbase make them the perfect addition to our cricket portfolio,” said Stake’s CMO Akhil Sarin. “Our aim is to build immersive, tech-driven fan experiences that channel the thrill of T20 cricket.”

    This partnership is more than a logo swap, it’s a play for deeper, digital-first engagement. Expect gamified fan zones, interactive content drops, and a Stake-powered edge to TKR’s growing global fanbase.

    In the high-stakes world of franchise cricket, this Knight–casino combo could be a jackpot move.
     

  • Idiotic Media’s micro-influencer blitz sells out POCO F7 on day one

    Idiotic Media’s micro-influencer blitz sells out POCO F7 on day one

    MUMBAI: Idiotic Media has turned micro-influence into macro impact. Its high-octane campaign for Poco’s F7 5G smartphone has rewritten the rulebook for digital launches, enlisting 250 niche tech creators across Instagram and YouTube to craft content that clicks.

    Fronted by a high-energy launch film starring Akshay Kumar, the campaign turbocharged engagement with 15.15m Instagram Reels views and a flood of gaming-focused content that spoke directly to Poco’s core audiences. From reverse-charging demos to all-day battery bragging rights, micro-creators delivered credibility that no big-budget ad could buy.

    “Our focus on tech micro influencers for the Poco F7 5G campaign allowed us to craft platform-native stories that connected deeply with audiences, proving that relatability and precision drive unparalleled results,” said Idiotic Media CEO and co-founder Himanshu Singla. Adding to this, Idiotic Media co-founder Sankalp Samant said, “Micro-influencers bring authenticity that resonates deeply with today’s audiences, turning product features into relatable stories that drive real engagement.”

    Expressing his excitement, Poco Smartphones brand marketing head, Varun V Nair said, “We’re thrilled to see such incredible growth and engagement in India through tech micro-influencers, thanks to our innovative strategies and passionate community.”

  • Banijay Asia and Collective Artists Network collaborate to script India’s biggest creator-led universe

    Banijay Asia and Collective Artists Network collaborate to script India’s biggest creator-led universe

    MUMBAI: In a major move to redefine the creator economy in India, Banijay Asia, one of India’s leading content powerhouses, has joined hands with Collective Artists Network, the country’s premier talent and creator company, to launch a first-of-its-kind creator-led content and IP engine.

    This landmark collaboration will conceptualize, develop, and produce creator-first and creator-controlled properties across scripted, unscripted, branded, and digital-first formats — spanning long-form shows, short-form skits, micro-dramas, and vertical social content.

    At the heart of this alliance lies the powerful convergence of creators, content, and commerce — leveraging Collective Artists Network’s expansive creator and brand network, and Banijay Asia’s expertise in content creation and production at scale.

    The collaboration has already onboarded leading creators like Aisha Ahmed, Dolly Singh, and Kashish to develop brand-friendly content. Collective is also in active conversations with large FMCG and E-commerce advertisers to co-create high-impact, culturally resonant content that merges entertainment with brand purpose.

    Deepak Dhar, Founder & Group CEO, Banijay Asia &EndemolShine India said: “This partnership marks a bold new chapter in content creation — where creators are no longer just participants but become the driving force behind the narrative. By joining forces with Collective Artists Network, we’re building a powerful ecosystem at the intersection of content, creators, and brands. Together, we’re setting the blueprint for the future of entertainment.”

    Mrinalini Jain, Group Chief Development Officer, Banijay Asia &EndemolShine India added: “We see this as a creator-powered revolution. The future lies in content that’s authentic, scalable, and culture-shaping — and creators are at the center of it. With Collective Artists Network’s unmatched access to talent and brands, and Banijay Asia’s storytelling DNA, we’re launching a next-gen engine that’s built for today’s platforms and tomorrow’s audiences.”

    DhruvChigopekar, Co-Founder, Collective Artists Network, said: “This partnership marks a meaningful step forward for both traditional and new-age content. Banijay has built some of India’s most iconic shows, and to see that scale and storytelling depth now extend to the creator space is exciting. What’s changing is how stories are being told, creators are becoming part of the process instead of just the output. This collaboration allows us to explore that shift thoughtfully, combining structure with spontaneity, and legacy with a fresh lens. We believe it’s a strong foundation for what the next decade of entertainment could look like.”

    What this collaboration unlocks:

    –  Launching a new destination for Collective Artists Network’s creators to tell their stories spanning scripted, unscripted, and branded formats, which are genre and platform-agnostic.

    – Talent integration into Banijay Asia’s existing IPs, opening new doors for creators to host, act, write, or contribute creatively to Banijay Asia’s broad content slate.

    –  Co-creating digital-first, short-format content, micro-dramas, skits, sketches, vertical stories, and social-first formats specifically with Collective Artists Network creators.

    –  Leveraging Collective Artist Network’s expertise to lead brand integration and sponsorship across all joint content initiatives.

    –  Developing a creator-driven content universe across Instagram, YouTube and Facebook, which then potentially expands into other platforms.

    The partnership reflects Banijay Entertainment’s global vision of aligning with creators to modernise brands, bridge the gap between creators and creatives,  and reach new audiences through culturally-resonant formats. 

  • Switch powers up as SA20’s official energy drink partner for three more years

    Switch powers up as SA20’s official energy drink partner for three more years

    JOHANNESBURG:  SA20 and Switch Energy Drink have struck a renewed and expanded multi-year deal, cementing the proudly South African brand as the league’s official energy drink partner from Season 4, which kicks off on 26 December.   

    The partnership — now locked in for the next three years — builds on a successful debut season where Switch electrified fans with tastings, cash giveaways and stadium activations across 34 match days.   

    “I am thrilled to renew and expand our partnership with Switch Energy Drink for Season 4,” said SA20 league commissioner Graeme Smith. “Switch is a bold, proudly South African brand that shares the same energetic and youthful approach as SA20. Together we will ignite stadiums and give fans unforgettable experiences.”  

    Switch CEO Christian Wentzel echoed the sentiment. “This isn’t just a sponsorship — it’s a celebration of South African sport and culture. The league brings people together and that’s the kind of energy Switch lives for.”   

    The timing is no accident. Preparations are ramping up for a much-hyped Season 4, with pre-signed and retained players already announced, featuring marquee Proteas and overseas stars. The next major milestone is the player auction in Johannesburg on 9 September , where franchises can collectively splash up to $7.4m to finalise their 19-player squads.   

    Watch the Switch-SA20  brand promotion video by clicking here: