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  • AI reshapes market research: insights get faster, sharper, smarter

    AI reshapes market research: insights get faster, sharper, smarter

    MUMBAI: The Market Research Society of India (MRSI) turned the spotlight on AI’s game-changing role in insights at a buzzing webinar on 25 June, titled The Future is AI: Revolutionising Market Research for Tomorrow’s Insights.

    Hosted by independent marketing measurement consultant Sunder Muthuraman, the session featured ,  Ipsos India practice lead – innovation, understanding & client advisory  India Krishnendu Dutta, and ITC Foods, vice president – head of insights and analytics  Vara Prasad.

    Vara Prasad kicked things off by breaking down AI’s impact on market research—declaring traditional methods slow and outdated in a world that demands speed and scalability. At ITC Foods, AI now does the heavy lifting: mining public data, analysing sentiment in customer care calls, listening to social chatter for trend-spotting, and even crafting product concepts. With predictive dashboards in the mix, AI is also helping sharpen business strategy. “AI needs context to shine,” said Prasad, adding that when trained right, it can evolve into a serious innovation engine.

    Krishnendu Dutta pulled back the curtain on Ipsos’s “Facto” — a bespoke AI sandbox built for researchers to safely explore new tools without the chaos. From translation to topline extraction and even creating agentic personas that replace dusty old segmentation decks, Facto is bringing AI to daily insight generation. Ipsos is also tapping into synthetic data to stretch the life and depth of small datasets.

    But both speakers hit pause on the hype with a key reminder: AI won’t replace humans—it’ll supercharge them. Whether it’s prompt engineering, model training or strategic activation, the real magic still needs a human touch.

    To watch the full session, click here.

  • APOS 2025: Amazon demystifies dual platform strategy and amazing road map ahead

    APOS 2025: Amazon demystifies dual platform strategy and amazing road map ahead

    BALI:  At the APOS 2025 summit in Bali, hosted by Media Partners Asia (MPA), Amazon’s content leadership delivered a deep dive into why India remains one of the most strategically complex yet promising media markets. Taking the stage were Prime Video  vice president, Asia Pacific & MENA  Gaurav Gandhi, Prime Video India director & head of originals  Nikhil Madhok and Amazon MX Player director & head of content Amogh Dusad. The session was moderated by MPA’s executive director and founder  Vivek Couto.

    The big reveal? Amazon isn’t choosing between SVOD and AVOD in India—it’s going full throttle on both.
    “India isn’t a monolith. It’s an ultra-fragmented market with vastly different consumption behaviours,” said Gandhi. “Prime Video is built for those who are already deep into the streaming habit and are willing to pay for high-quality entertainment. Amazon MX Player, now part of the Amazon fold, is designed for the mobile-first, ad-supported audience that’s still transitioning from television.”

    Prime Video, Gandhi said, is thriving on living room devices, with a premium audience consuming high-end series, global content, and a wide bouquet of offerings including TVOD (movie rentals) and add-on subscriptions like Apple TV. Meanwhile, Amazon MX Player reaches over 250 million users, largely through smartphones. Its mission: democratise premium entertainment through AVOD—without a paywall.

    Nikhil Madhok outlined how Prime Video Originals are laser-focused on delivering cinematic storytelling—visually rich, thematically deep, and produced at a scale far beyond traditional television. “From The Family Man to Made in Heaven and Call Me Bae, we aren’t just creating content—we’re building cultural brands. Every story must hold its ground next to top global content.”

    He also teased the evolution of Prime Video’s movie play. Beyond licensing and direct-to-service releases, Amazon has entered the theatrical game via Amazon MGM Studios. The first release under this banner, Nishaanchi, directed by Anurag Kashyap, hits theatres this September. “Starting 2026, expect four to six Amazon-produced theatrical releases each year,” said Madhok.

    Themes are front and centre in content strategy. “Genres are surface. We’re diving deeper—into identity, trauma, aspiration, connection with roots,” Madhok said. Case in point: Khauf, a horror series that’s actually about urban isolation and female trauma, or Dupahiya and Panchayat, which reconnect urban audiences with rural simplicity.

    Amogh Dusad’s vision for Amazon MX Player is sharply focused on volume, relevance, and relatability. “Our audience wants content that mirrors their aspirations—rising up the socio-economic ladder, escaping the mundane, hustling for a better life,” he said. “Franchises like Hustler, which spotlight startup dreams, resonate deeply. So do titles like Aashram, which has pulled in over 200 million streamers.”

    Dusad also unveiled MX Fatafat—a bold new format tailored for India’s mobile-first generation. These are micro-dramas told in one to two minute episodes, shot in vertical format, and designed for snack-sized bingeing on the go. Each series will feature 80 to 100 episodes, delivering quick-hit entertainment during commutes, lunch breaks, and late-night scrolls. “This is format innovation meeting behavioural insight,” he said.

    A key theme across the panel was Amazon’s focus on building the next generation of Indian creators—across both platforms. Gandhi highlighted how over 50 per cent of Prime Video’s upcoming Originals feature first-time talent, either in front of or behind the camera. “That intentionality is what brought stories like Dupahiya to life,” he noted. “We’ve built structures to mentor and empower creators from scratch.”

    MX Fatafat, meanwhile, is expected to become a sandbox for emerging digital storytellers. “We’re not just licensing stories—we’re co-creating them with creators who’ve never had this kind of platform before,” Gandhi added.

    While competition intensifies in India’s digital entertainment landscape, Gandhi remained bullish. “We’re investing aggressively across Prime Video and MX Player. The Indian streaming story is far from mature—it’s just entering its next big phase,” he said. Amazon’s twin-engine strategy is clear: drive premium with Prime, drive reach with MX, and fuel both with bold bets on formats, themes, and fresh creative voices.

    From high-gloss dramas to vertical micro-series, Amazon is placing its chips across the board—because in India’s streaming game, one size definitely doesn’t fit all.

  • Cheil X ropes in Ankit Singh as national strategy chief to sharpen its creative edge

    Cheil X ropes in Ankit Singh as national strategy chief to sharpen its creative edge

    MUMBAI: In a calculated move to tighten its grip on the brand strategy reins, Cheil X has appointed Ankit Singh as its national strategy director. This appointment is the latest in a series of leadership upgrades as the agency revs up its transformation into a full-funnel powerhouse.

    Singh, a marketing veteran with over a decade of brand-building know-how, will report to Cheil X CEO Jitender Dabas. He takes on the ambitious task of steering strategic operations across all Cheil X companies in India, bringing with him a reputation for scaling businesses and unlocking creative muscle at past stints with Leo Burnett, BBH Delhi, and most recently, Hilton south Asia.

    At Hilton, Singh served as director – brand marketing for south Asia, where he played a pivotal role in firming up its brand presence across the region. Prior to that, he helped drive Leo Burnett Delhi into a strategy-led creative force, and oversaw the BBH Delhi expansion with cultural fluency and sharp insight. His strategic fingerprints can be found on campaigns for Coca-Cola, PepsiCo, Reckitt, Uber, Tinder, Apple, Niva Bupa, and Unilever, among others.

    Cheil X’s latest talent coup is part of a broader vision to evolve from a traditional ad agency into a future-ready, connected experience firm. With an integrated model that straddles content, commerce, and brand experience, the agency is banking on Singh’s cultural intelligence and digital-first approach to fuel its next phase.

    “I’ve always believed that a strong strategic core doesn’t just solve business problems for brands — it shapes the agency’s ability to stay ahead of change. Ankit brings his expertise of partnering with big global and Indian brands and an astute understanding of what marketing and brands need today. We are building a winning team — and Ankit will be a key player in that formation”, said Dabas.

    A recognised industry thinker, Singh has been featured in WARC, CNBC, and Afaqs, and decorated with honours including the Effies, Cannes Lions, the Warc Prize for Asian Strategy, and Impact’s 30 Under 30.

    Speaking on his new role, Singh said, “Data and technology are reshaping how brands connect with people, and Cheil has long been at the forefront of this shift — creating connected experiences across the consumer journey. I’ve always been drawn to building new things, so when Jeetu shared his bold vision for Cheil X, it felt like the perfect moment and the right place to build a future‑ready agency that delivers impact at scale”.

    The appointment aligns with Cheil X’s broader mission of assembling a modern team of strategists, technologists, creatives, and experience designers to reimagine brand-building in an increasingly connected world. 

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Oppo plays it smart with Gen Z in ‘Har Scene Ka Asli Partner’ blitz

    Oppo plays it smart with Gen Z in ‘Har Scene Ka Asli Partner’ blitz

    MUMBAI: When life gives Gen Z heartbreak, potholes, and 7 per cent battery anxiety, Oppo gives them the K13x and a campaign that quite literally meets them where they are. Launched in collaboration with Flipkart and led by SW Network, the ‘Har Scene Ka Asli Partner’ campaign turns everyday desi dilemmas into brand gold, making the Oppo K13x 5G a street-smart star.

    Armed with military-grade durability, superfast charging, and a long-lasting battery, the K13x is clearly built for life’s curveballs. But instead of singing specs in a sterile studio, the campaign took to the streets and memes with cultural insight and cleverness in equal measure.

    From quirky OOH billboards in college zones declaring “Bro, Kya Scene hai? vs Bro, Scene Ho Gya,” to live charging kiosks that saved the day (and your phone), every touchpoint served more than just copy, it offered context.

    And in a monsoon masterstroke, SW Network turned India’s dreaded potholes into real-world testimonials for toughness. Painted road signs and standees reminded passersby: this phone is pothole-proof.

    Print ads in Dainik Jagran and Navbharat Times added yet another punch, flipping familiar frustrations like slow charging and flimsy builds into moments of revelation. The core idea? “This wouldn’t happen if you had the Oppo K13x.”

    SW Network co-founder Raghav Bagai explained, “Instead of talking about durability in a lab, we showed it where people actually feel the pain on the road. This campaign proves creativity can come from chaos.”

    Meanwhile, digital got its own slice of the action. Meme content and skits by Gen Z creators flooded Instagram and Moj, racking up millions of impressions and cementing the K13x’s place in the cultural scrollscape.

    What began as a smartphone launch has now become a scene-stealer of its own literally. In a cluttered phone market, Oppo and Flipkart have cracked the code: sell the story, not just the specs. And in a world that runs on low battery and high emotion, the K13x might just be the asli partner for every scene.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • 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.

  • Zee5 gives viewers a reel treat with free Friday movie premieres

    Zee5 gives viewers a reel treat with free Friday movie premieres

    MUMBAI: Popcorn’s optional, but the binge is guaranteed. Zee5 has rolled out a free film fest with its new Friday Box Office initiative, letting users across India stream top movies without paying a rupee and yes, they’re bringing out the big titles. Starting 20 June, Zee5 will premiere one major hit every Friday free for all across seven Indian languages: Hindi, Marathi, Bengali, Tamil, Telugu, Malayalam, and Kannada. It’s not a one-off either. Each film stays on the platform for a few weeks, giving users time to discover, watch and rewatch at their own pace.

    The lineup reads like a pan-India film award show: Tarla, Pad Man, Lost, Projapoti, Aparajito, Vikram Vedha, Valimai, Bangarraju, Geetha Govindam, Drishya 2, Tonic and more representing not only Zee5’s vast catalogue but its regional storytelling might.

    “At Zee5, we believe great stories should be within everyone’s reach,” said Zee Entertainment Enterprises Ltd chief marketing officer, Kartik Mahadev. “Friday Box Office is our way of democratising entertainment and inviting new users into the Zee5 world.”

    The move isn’t just a generous crowd-pleaser, it’s a savvy growth play. By opening up premium content for free, Zee5 is aiming to build user habit, grow engagement, and reaffirm its positioning as India’s go-to platform for inclusive, multilingual streaming.

    With India’s streaming audience getting younger, hungrier, and more language-diverse, Zee5’s new box office is taking blockbuster Fridays from theatres to screens subscription not required.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • APOS 2025: JioStar reboots Indian storytelling: bold themes, small-town creators, and a Gen Z gold rush

    APOS 2025: JioStar reboots Indian storytelling: bold themes, small-town creators, and a Gen Z gold rush

    Bali: India’s entertainment juggernaut JioStar is rewriting the playbook for streaming success. Speaking  on Day one with MPA founder & executive director Vivek Couto at the Asia Pacific Video Operators Summit (APOS) in Bali, president, general entertainment Alok Jain and head of cluster – entertainment (south) Krishnan Kutty laid out a turbocharged strategy rooted in youth, cultural authenticity, and fearless innovation.

    Kutty didn’t mince words. “Streamers haven’t done enough for Gen Z,” he said, announcing plans to ramp up youth programming in the south by seven to ten times. “Today’s boldness isn’t about spectacle — it’s about challenging societal norms. But we’re not in California. This has to be rooted in India.”

    Jain backed it up with numbers and narrative. Thukra Ke Mera Pyaar, a 19-episode romantic drama with 50-minute episodes and a debut director, shattered expectations. “The audience embraced it because it felt fresh, not because of familiar faces,” he said. “Innovation isn’t just a tactic — it’s our baseline.”

    The pair’s APOS session, titled Inside the next wave of Indian storytelling, was a no-holds-barred manifesto for resetting the country’s content economy. “We’re not here to gatekeep,” said Jain. “Today’s creators are format-agnostic — moving from Instagram Reels to primetime drama to long-form docu. We want to build a creative ecosystem where they grow across mediums.”

    Kutty spotlighted small-town storytellers as the engine of this shift. “We’re backing young creators from Tirunelveli to Kochi who bring lived-in authenticity. Eighty per cent of our Malayalam content consumption comes from outside Kerala. Great stories transcend language and geography — that’s our sweet spot.”

    The duo also called out industry dysfunction. “Streaming has broken the economic model,” Kutty said. 
    “Producers have become B2B vendors serving platforms, not audiences. Talent and production costs have soared. We need a reset.”

    On the theatrical front, Jain was blunt. “Three-hour films don’t cut it in an age of 15-second videos. People only show up at cinemas for something really worth their time. Theatres need to reinvent — on price, experience, everything.”

    India’s scale, youth and appetite for change were central to JioStar’s bullish outlook. With over 300M subscribers on JioHotstar and 800M viewers across its TV network, JioStar sits atop 320,000  hours of content in 22 languages. “The only common thread?” said Jain. “Emotional truth. That’s what travels.”

    From microdramas to macro themes like justice and aspiration, the message from JioStar is clear: in a country bursting with creators, languages, and formats, the only limit is imagination.

  • CNN-News18 gears up for Defence Town Hall on 28 June

    CNN-News18 gears up for Defence Town Hall on 28 June

    MUMBAI: When the nation salutes its sentinels, it’s only fitting that the spotlight shines bright. CNN-News18 Town Hall is reporting for duty this Saturday, 28 June, with a power-packed Defence Edition that promises to march straight into the heart of India’s strategic pulse. Themed ‘Borders to Business – The Strength of Bharat’, the special programming pays tribute to India’s defence forces while diving deep into the evolving landscape of national security, self-reliance, and indigenous defence production. In true Town Hall style, expect sharp questions, sharper minds, and a salute to grit that goes beyond just rhetoric.

    Airing from 3 pm across CNN-News18 TV, CTV, and Youtube, the event brings together top brass from the armed forces, leading defence scientists, and private sector innovators creating a rare, all-hands-on-deck moment for India’s military narrative.

    Kicking things off, Air Marshal Ashutosh Dixit, chief of integrated defence staff, will explore ‘The Age of Modern Warfare’, highlighting how battlefields are evolving and how India must respond. defence secretary Rajesh Kumar Singh follows with ‘Forging India’s Defence Independence’, outlining the government’s roadmap to self-reliance.

    The soul of the event may just lie in the stirring session titled ‘From Sindoor to Seema’, where Assistant Commandant Neha Bhandari and three fellow women officers recount frontline experiences from Operation Sindoor, offering a ground-level view into courage under pressure.

    It’s not all uniforms and medals the Town Hall also shines a light on India’s burgeoning private defence sector. Names like Lt. Gen Vinod G. Khandare (Retd.), Sudhir Mishra (ex-CEO, Brahmos Aerospace), B.K. Das (DG, DRDO), Maj Gen Vishal Saxena (Retd.), Smit Shah (Drone Federation of India), Maj Gen Indrabalan (R), Military Technology Advisor, Amber Wings and  Air Chief Marshal RKS Bhadauria (Retd.) will decode what it takes to make ‘Made in India, Made for World’ more than just a slogan.

    As Network18 CEO of English & Business News Smriti Mehra puts it, “We’re not just telling stories, we’re bringing alive India’s defence resurgence with the experts who’ve shaped it.”

    CNN-News18 managing editor, Zakka Jacob added, “Operation Sindoor showcased India’s readiness and resolve. This Town Hall will honour that courage and spark the conversations India needs as national security and aatmanirbharta become central to our growth.”

    From warzone learnings to workshop innovations, this edition captures it all from the borders to the boardrooms.

    So, ready your remotes and set your reminders because when the channel says “attention”, the nation will be watching.

    (If you are an Anime fan and love Anime like Demon Slayer, Spy X Family, Hunter X Hunter, Tokyo Revengers, Dan Da Dan and Slime, Buy your favourite Anime merchandise on AnimeOriginals.com.)

  • Reeloid Officially Launches as India’s First Vertical OTT Platform Ushering in a New Age of Mobile-First Storytelling

    Reeloid Officially Launches as India’s First Vertical OTT Platform Ushering in a New Age of Mobile-First Storytelling

    MUMBAI: India’s digital entertainment landscape welcomes a bold new entrant – Reeloid, the country’s first vertical-format OTT platform. Founded by Mr. Rohit Gupta, a visionary filmmaker and serial tech entrepreneur, Reeloid is redefining how stories are told, shared, and experienced on mobile devices.

    Backed by Mr. Gupta’s over 10 years in filmmaking and two decades of experience in IT and media innovation, Reeloid fuses the art of cinematic storytelling with next-generation technology to bring a never-before-seen experience to Indian audiences.

    Already off to a strong start, Reeloid has signed over 40 original shows with creators across India — building a content library that is both rich in variety and deeply rooted in Indian culture and narratives.

    A Platform for the Future, Designed for Now

    In a world where over 80% of video content is consumed on mobile, Reeloid offers a platform that is not only mobile-first but mobile-native. Unlike traditional streaming platforms, Reeloid content is delivered in vertical format, optimized for full-screen viewing on smartphones,  no need to rotate devices, no compromise on visual impact.

    This innovation goes beyond format. Reeloid also emphasizes short-format episodic content, making it ideal for viewers seeking engaging, quick, and high-quality stories during their daily routines.

    A Rallying Cry to Filmmakers and Creators

    At the heart of Reeloid’s mission is an invitation — a call to filmmakers, storytellers, and creators across the country to join the vertical storytelling revolution.

    “Reeloid is more than a platform — it’s a stage, a canvas, and a movement. We’re building the future of Indian entertainment, and we want creators from all walks of life to be a part of it,” says Rohit Gupta, Founder of Reeloid.

    Whether you’re an independent filmmaker with a bold vision or a studio with a content catalog ready to be reimagined, Reeloid offers tools, support, and visibility to bring your stories to life — vertically.

    Even existing content can be repurposed and adapted into short-format vertical episodes using Reeloid’s in-house post-production support and editing pipelines. This opens up vast opportunities for content owners and production houses to tap into new audiences with minimal overhead.

    Inspiring, Entertaining, and Unapologetically Indian

    Reeloid is committed to amplifying Indian original stories that are inspirational, entertaining, and genre-fluid. From gripping thrillers and relatable dramas to real-life heroism and humorous sketches – Reeloid doesn’t limit itself to one genre or format.

    “Our vision is to reflect the heart of India  its diversity, its resilience, and its untold stories – all packaged in a way today’s audience wants to consume them,” adds Gupta.

    Reeloid aims to empower creators from Tier 1 cities to small towns, bringing regional voices and languages to the forefront and democratizing digital storytelling.

    A Platform That Welcomes Its Audience As Partners

    Reeloid is not just built for audiences – it is built with them. The platform encourages interaction, feedback, and even community-driven programming, giving viewers a voice in shaping the content landscape.

    With features like personalized recommendations, viewer ratings, and creator connect events, Reeloid plans to build one of India’s most interactive and community-driven OTT ecosystems.

    What’s Next for Reeloid?

    With the initial slate of shows ready to launch and hundreds more in development, Reeloid is actively scaling its operations and forging strategic partnerships with content creators, influencers, and production houses across the country.

    The company is also exploring AI-assisted content adaptation, enabling legacy horizontal content to be intelligently reformatted into vertical frames – dramatically reducing conversion costs and time.

    Join the Revolution Today

    Reeloid is currently available on reeloid.app, android apps  and will soon launch its iOS 
    Creators can sign up to pitch shows, repurpose existing content, or co-create with the in-house Reeloid Originals team.

    Audiences can stream a curated selection of bold, authentic, and mobile-first stories that fit right into the palm of their hands.

    About Reeloid

    Reeloid is India’s first vertical OTT platform that delivers mobile-first, high-impact original stories designed for vertical viewing. Founded by Rohit Gupta – a filmmaker, storyteller, and tech entrepreneur – Reeloid is reimagining Indian storytelling for the next generation of digital viewers by combining cinematic quality with mobile-native formats.
     

  • Zee UK blazes ahead with bold bets, beats rivals at their own game

    Zee UK blazes ahead with bold bets, beats rivals at their own game

    LONDON: Zee Entertainment UK isn’t just keeping up with the times—it’s running laps around its rivals. While other broadcasters are stuck in planning mode, Zee is executing at full throttle across platforms, markets and formats, setting a relentless pace for innovation in south Asian media.

    Zee Cinema has been clocking consistently high monthly reach in the UK, overtaking legacy players like Star Utsav. But resting on its laurels? 

    It’s not Zee’s style. 

    “Success is not a destination, it is a catalyst for the next leap forward,” said Zee TV territory head for the UK and Europe Parul Goel. His team is reshaping the game, not just playing it.

    Zee’s forward thinking approach has made it a model for others globally. From launching Zee One in Germany to pioneering Fast channels in France and the UK, Zee is rolling out initiatives that others are still workshopping. It was first to bring an Indian GEC—&TV—to the Fast ecosystem, and the first to dub Indian content in German, with Shah Rukh Khan himself launching it.

    It’s also made bolder plays outside the box: launching Europe’s first-ever cricket Fast pop-up channel with live ILT20 season 3 coverage, pulling off a multi-platform crossover of Sa Re Ga Ma Pa and Rewind: Queens of the 90s at Wembley Arena, and rolling out contextual advertising in the UK to boost engagement and brand ROI.
    With a 30-year head start, Zee’s legacy is already studded with milestones—like the UK’s first South Asian film awards in 2005 (ZCA), exclusive stage productions like Dilwale Dulhania Le Jayenge at Manchester Opera House, and a track record of being the first sponsor behind major Bollywood concerts.

    Now it’s breaking new ground in streaming. Z5 has introduced the first-ever south Asian SVoD tier with ads in the UK and Europe, aggressively priced for reach. Behind the scenes, AI-led content workflows for Fast have helped Zee cut costs while maintaining its hallmark production quality.

    Even industry peers, in marking Zee’s 30th anniversary, have admitted there’s simply no one better at pushing boundaries. 

    As Goel puts it: “Zee has always been a network of firsts not just in India, but across global markets. While others prepare, we deliver. We’re not just adapting to change, we are leading it.” These words echo through every bold step the network takes.

    As the media landscape continues to evolve, Zee UK remains committed to doing what it has always done best: leading with purpose, innovating with conviction, and delivering with consistency.

    With strategy in its veins and speed as its weapon, Zee UK isn’t just a player in the south Asian broadcasting space. It’s writing the future.