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  • Pika-boom! Pokémon powers up Realme Hip Hop India Season 2

    Pika-boom! Pokémon powers up Realme Hip Hop India Season 2

    MUMBAI: What happens when street dance meets supercharged nostalgia? A thunderclap of a collab. Amazon MX Player’s Realme Hip Hop India Season 2 just got an electrifying upgrade thanks to a first-of-its-kind collaboration with none other than Pokémon. In a move that’s equal parts nostalgia, pop culture, and pure entertainment, the show brought Pikachu straight to the dance floor, and audiences can’t get enough.

    Already clocking over 20.1 million viewers in just five weeks, the show’s fusion with the Pokémon universe marks a fresh cultural crossover where hip-hop meets pocket monsters. The collab kicked off with a high-voltage dance routine featuring a guest appearance by the iconic Pikachu, whose “moves” lit up the stage (and hearts) in true thunderbolt fashion.

    But that’s not all. The fun went digital too, with a wildly imaginative video blending Pokémon Trading Card Game Pocket with hip-hop choreography starring none other than judge Malaika Arora. The film cleverly reimagines unboxing Pokémon card packs as dance-offs, where every move channels a Pokémon’s unique power, making it a visual and metaphorical dance of discovery.

    “Our collaboration with Pokémon perfectly reflects Amazon MX Player’s commitment to delivering bold, innovative experiences to our audience,” said Amazon MX Player director Aruna Daryanani. “By bringing together the iconic charm of Pokémon with the raw energy of Realme Hip Hop India Season 2, we’re offering viewers a one-of-a-kind cultural mash-up that is unique and memorable. At Amazon MX Player, we constantly strive to break new ground—crafting immersive entertainment and forging meaningful brand partnerships that truly connect with fans and advertisers alike.”

    Sharing her thoughts on being a part of the campaign, Judge Malaika Arora expressed, “There’s something truly magical about the world of Pokémon – the adventure, the action, the joy of discovery. Pair that with the energy of hip hop, and it just clicks. This was such a fun and imaginative concept to shoot, and it really captures how two different worlds can come together to create something unforgettable. I’ve always believed that dance is a powerful form of storytelling, and this one’s for every kid who loves the world of Pokémon and every dancer chasing that stage.”

    “Our goal with this collaboration was to spark imagination and joy, just as Pokémon has done for fans around the world for decades. Partnering with Amazon MX Player on an impactful show like Realme Hip Hop India S2 gave us the perfect canvas to showcase Pokémon’s playful spirit in a new, movement-driven way. The energy, creativity, and passion seen in this campaign aligns perfectly with what our brand stands for. We are excited to take Pokémon as well as Pokémon Trading Card Game Pocket to dance lovers and their loved ones,” shared The Pokémon Company corporate officer Susumu Fukunaga.

    With judge Remo D’Souza also in the hot seat, Realme Hip Hop India Season 2 continues to be a battleground for India’s fiercest dancers, blending underground energy with mainstream swagger. And with brand integrations like Pokémon entering the arena, the show is levelling up in every possible way.

    New episodes drop every Thursday on Amazon MX Player available via the app, Amazon shopping app, Fire TV, and Prime Video. Because when Pikachu meets popping and locking, you don’t want to blink.

  • AI+ marks the spot Madhav Sheth drops first look of India-first phone

    AI+ marks the spot Madhav Sheth drops first look of India-first phone

     MUMBAI: Looks like India’s smartphone game is about to get a homegrown glow-up. Madhav Sheth, one of India’s most recognisable tech disruptors, has just dropped the official logo for AI+, the upcoming device from his new venture, Nxtquantum Shift Technologies. It’s not just a sleek reveal, it’s a statement of intent.

    With a philosophy rooted in India-first innovation, AI+ aims to redefine how we think about smartphones not just as devices, but as intelligent, secure and purposeful extensions of our lives.

    “For us, AI+ is more than a product; it’s a mindset,” said Nxtquantum Shift Technologies founder & CEO Madhav Sheth. “It reflects our belief that India can not only participate in the global tech ecosystem but lead it, with design and purpose that reflect how people truly live and connect.”

    While the phone and its OS are still under wraps, the logo hints at Sheth’s signature blend of ambition and intuition: futuristic but grounded, sharp but human. And perhaps most importantly built entirely in India.

    The upcoming smartphone will be available on Flipkart, with the e-commerce giant’s reach and customer insights expected to play a key role in AI+’s nationwide rollout. With this partnership, the product promises to meet users right where they are on a platform they already trust, delivering tech they didn’t know they needed.

    The full product reveal is slated for the coming months, but if the logo is anything to go by, AI+ is not just another launch, it’s a quiet disruption, set to make a loud impact.

  • Founders, not fairytales ‘startups uncensored’ gets real in Mumbai

    Founders, not fairytales ‘startups uncensored’ gets real in Mumbai

    MUMBAI: Forget the pitch decks and unicorn parades this weekend, Mumbai will hear the stories behind the startup smiles. In a refreshing break from the usual glitz of venture talk, Adgcraft Communications and HIVE8 are launching the first edition of ‘Startups Uncensored’ on Saturday, May 17, at India’s tallest co-working space in Mumbai. This bold new forum invites founders, investors, and startup insiders to talk not about valuations but vulnerabilities.

    At the heart of the session is a stellar panel: Ajinkya Bhasme (Zealopia), Arjun Vaidya (V3 Ventures), and Rahul Adap (Brovibe), with moderation by Yash Gadhade from Break Into VC and Volt VC. The conversation will delve into the psychological grind of entrepreneurship burnout, team conflict, decision fatigue, and the unsaid pressure to always ‘look successful’.

    It’s a necessary pivot. Recent data reveals that 68 per cent of Indian entrepreneurs report high stress, and over 30 per cent of startup failures are attributed not to market fit or funding drought but to co-founder fallouts and founder burnout.

    “In the global startup narrative, storytelling and effective communication are paramount. At Adgcraft, we’ve seen that startups with compelling stories not only attract investors but also build meaningful relationships with their audience. This session is about underlining that narrative,” said Adgcraft Communications founder & MD Abhinay Kumar Singh.

    “Beyond capital, startups need resilience, clarity, and a cohesive team. This session brings those unspoken truths to the surface, helping founders learn from each other’s lived experiences,” added Brovibe founder, Rahul Adap.

    “After working with countless founders, one truth stands out startups don’t fail because of bad ideas alone. They fail in the silence between co-founders, in unspoken stress, and in the pressure to appear successful. ‘Startups Uncensored’ is a space for honesty, vulnerability, and growth,” said Break Into VC founder, Himanshu Jain.

    Through unfiltered dialogue and real-life reflection, ‘Startups Uncensored’ aims to become a rare space one that acknowledges the struggle behind the spotlight, and helps entrepreneurs build not just businesses, but balance.

    No decks. No jargon. Just raw stories from the real startup trenches.

  • Boult turns up the volume on CX with Kapture integration

    Boult turns up the volume on CX with Kapture integration

    MUMBAI: In a world where every second counts, Boult Audio is making sure not a single beat is missed even in customer support. Boult Audio, one of India’s fastest-growing consumer electronics brands, has partnered with Kapture CX, a SaaS-based customer experience platform, to supercharge its customer support ecosystem. The move comes as Boult scales its operations with a sale every three seconds and over 3 crore units sold since its 2017 debut.

    With over 150 service centres across the country, the brand needed a powerful, centralised solution to handle the growing tempo of customer queries. Enter Kapture, a platform that brings together social, app, web and call support into a single dashboard, fine-tuned for today’s hyper-connected consumer.

    “As we grow at a rapid pace, ensuring seamless and efficient customer support is non-negotiable,” said Boult Audio co-founder Tarun Gupta. “Kapture CX has made a real impact across our support operations, improving productivity and creating smoother experiences for customers at every touchpoint.”

    The integration enables Boult to juggle multiple customer interactions across Instagram, Facebook, Whatsapp, Youtube, Play Store, App Store, and more all without missing a note. Thanks to automated ticketing, API-powered order tracking, and cloud telephony, customer issues now land in the right hands, with faster resolutions and fewer back-and-forths.

    “This collaboration is a milestone,” said Kapture CRO Gaurav Juneja. “Boult is a brilliant example of a brand pushing the envelope in both innovation and service. With our real-time insights, multichannel automation and agent-friendly tools, we’re excited to help them keep their CX pitch perfect.”

    From agent productivity dashboards to built-in knowledge bases and vernacular content support, Kapture equips Boult with the data and tools needed to fine-tune support in every region. Even past service records from legacy systems are carried forward ensuring that every customer story, from warranty woes to tracking troubles, stays intact.

    With this high-decibel integration, Boult Audio isn’t just selling gadgets, it’s orchestrating a symphony of support.

  • District App books big screens to steal the show off-screen

    District App books big screens to steal the show off-screen

    MUMBAI: If you’re heading to the movies in Andhra or Telangana, you might catch a new star off the screen. District App, the up-and-coming ticketing platform, has rolled out an ambitious off-screen cinema branding campaign across 40 cities, 60 theatres, and over 100 sites in Andhra Pradesh and Telangana, in partnership with integrated media agency The Local Talk.

    The campaign, one of the most expansive of its kind in the region, is designed to plant the District App brand squarely in the heart of the movie-going experience-right where ticketing meets its audience. From lobby takeovers to branding near box offices, the initiative ensures that the brand appears exactly where entertainment decisions are being made.

    “Cinema has always been a powerful medium of mass engagement. For a ticketing platform like District, the cinema setting naturally aligns with their brand promise. This campaign ensures the brand is present exactly where the action begins at the box office”, said The Local Talk director Anil Soni.

    What makes this move especially strategic is the app’s laser focus on Tier 2 and Tier 3 cities, where local cinema culture thrives and brand loyalty is often driven by on-ground visibility. With longer dwell times and a captive audience, cinema spaces offer a golden opportunity for deeper engagement, something digital platforms often struggle to achieve in these regions.

    The campaign also spotlights the growing trend of digital-first brands going hyperlocal to build recall in high-traffic physical environments. With the help of The Local Talk’s regional media acumen, District App is betting on the box office as a gateway to user growth.

    As the curtain rises on this bold branding move, one thing is clear District App isn’t just selling tickets, it’s staging a takeover.

  • Reelsaga raises $2.1 million to script India’s leap into the global microdrama wave

    Reelsaga raises $2.1 million to script India’s leap into the global microdrama wave

    MUMBAI: Microdrama startup Reelsaga has raised $2.1 million in a seed funding round led by Picus Capital, marking India’s formal foray into the booming global trend of short-form serial storytelling. The round drew backing from ITI Growth Opportunities Fund, 8i Ventures, Nazara Technologies, Waveform Ventures, Bharat Founders Fund, and angel investors.

    Reelsaga’s app, now live, delivers vertically shot, mobile-first fictional episodes in 50 to 100-part arcs—a genre popularised in China where short dramas now outperform traditional box office returns. With hyper-local storytelling and AI-driven personalisation, Reelsaga plans to scale across India, southeast Asia, and the middle east—markets projected to cross $10 billion in digital entertainment revenue by 2025.

    “Vertical short dramas are a cultural revolution. Drama doesn’t need 40 minutes to move you”, said Reelsaga co-founder & CEO Shubh Bansal. “We’re using data science to deliver hyper-personalised stories at speed”.

    Founded by ex-Truebil trio Bansal, Shanu Vivek, and Ritesh Pandey, the startup taps deep roots in consumer tech, creative media, and digital platforms. All three co-founders previously scaled and exited the used car marketplace Truebil, which was acquired by Spinny.

    “We’re excited to back Reelsaga as they pioneer a new genre of storytelling”, said Picus Capital SVP Abhijay Thacker. “The team’s creative ambition and market clarity is rare. We see them leading the microdrama revolution in India”.

    Microdramas have already gone mainstream in China, with over 5,000 series produced annually. Reelsaga aims to localise this model, offering narrative depth in bite-sized bursts tailored for India’s mobile-native gen z audience.

    ITI Growth managing partner Mohit Gulati added, “They’re building for where the market is going—story-rich, culturally rooted, and mobile-first. The format is fresh and the team knows how to execute”.

    With the fresh capital, Reelsaga plans to ramp up content production, refine its recommendation engine, and expand its creator network.

     

     

     

  • Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10

    Angels, demons and a digital debut Aghathiyaa haunts Prime’s Top 10

    MUMBAI: From heavenly visions to hellish horrors, Aghathiyaa has officially ascended to the OTT throne. After casting its spell in cinemas across 600 plus screens and three languages, the high-concept Tamil fantasy-horror Aghathiyaa is now taking Amazon Prime Video by storm, breaking into the platform’s Top 10 trending titles in India. The milestone marks a rare feat for a regional genre film, especially one as unapologetically ambitious as this.

    Directed by lyricist-turned-filmmaker Pa. Vijay, Aghathiyaa conjures a battle between divine and demonic forces, anchored in mythology and marinated in mystery. With VFX grandeur reminiscent of global epics, the film follows an ordinary man entangled in a celestial tug-of-war with Action King Arjun Sarja, Jiiva, Raashii Khanna, and Yogi Babu delivering both gravitas and ghostly chills.

    But beyond the visual razzle-dazzle, the film weaves in themes of colonial resistance and familial devotion, lending it emotional resonance rarely seen in the genre. The hauntingly beautiful score by Yuvan Shankar Raja doesn’t hurt either.

    WAM India, founder & managing director Aneesh Arjun Dev shares, “Aghathiyaa was created as a passion project to blend storytelling with technology. Seeing it embraced by audiences on Prime is a proud moment for our entire team.”

    With its digital footprint echoing its theatrical roar, Aghathiyaa might just become the flagbearer for a new wave of Indian fantasy-horror, where mythology meets mainstream magic.

    Catch Aghathiyaa now streaming on Amazon Prime Video, and prepare for a showdown where the stakes are celestial.

  • Bureau appoints Vanita Pandey as CMO to steer global marketing and GTM strategy

    Bureau appoints Vanita Pandey as CMO to steer global marketing and GTM strategy

    MUMBAI: Identity and risk decisioning platform Bureau has appointed Vanita Pandey as its chief marketing officer to lead its global go-to-market strategy amid a phase of rapid international expansion. With more than 15 years of experience in identity, fraud prevention, and fintech marketing, Vanita joins Bureau at a pivotal time as it sharpens its global positioning post-Series B.

    Pandey steps into the role with a brief to drive high-performance GTM campaigns, build a globally consistent brand narrative, and launch product-led growth strategies across the Americas, middle east, and southeast Asia. She will work closely with Bureau’s product and sales teams to expand reach across fintech, banking, and digital-native verticals.

    “In a market where trust drives growth, clarity and narrative are strategic advantages”, said Bureau founder & CEO Ranjan R Reddy. “Vanita knows how to turn complex risk and identity challenges into stories that win customers and shape industries. Her proven ability to build demand engines will be instrumental in realising Bureau’s global vision”.

    Pandey most recently served as CMO at CAF, a digital identity company in LATAM. Her earlier stints include senior roles at Visa, Capital One, Simility (acquired by Paypal), ThreatMetrix (acquired by LexisNexis), and Arkose Labs. She is known for leading product marketing in highly regulated, growth-focused environments and scaling GTM initiatives across global markets.

    Speaking on her new role, Pandey said, “What excites me is Bureau’s mission-critical approach to scale—driven by the aim to future-proof the digital economy. I look forward to scaling a global brand that doesn’t just react to market shifts but operates ahead of them”.

    Her appointment follows Bureau’s Series B funding round led by Sorenson Capital and Paypal Ventures, and the onboarding of chief analytics & risk officer Venkat Srinivasan—both indicators of the company’s broader push to build global leadership in digital trust infrastructure.

  • Alphabake launches AI-powered virtual try-ons to reshape online fashion shopping

    Alphabake launches AI-powered virtual try-ons to reshape online fashion shopping

    MUMBAI: In a bid to rewire the way fashion is bought online, Alphabake has launched a generative AI-powered virtual try-on feature for digital-first clothing brands. Touted as a leap over earlier mirror-kiosk-style tech, the solution blends Alphabake’s proprietary models with foundational generative AI to deliver photorealistic, hyper-personalised try-on experiences for shoppers.

    Already live on platforms like Prashanti Sarees, Jade Blue, and Maatshi, the tech allows users to upload real-world images and view how garments appear in different lighting and settings—indoor, outdoor, day, or night. The goal: to mimic real-life dressing room conditions, reduce purchase hesitation, and bridge the online-offline shopping divide.

    “In today’s fast-paced world, virtual try-ons are a boon helping customers see how clothes look on them in different settings”, said Alphabake founder & CEO Krishna Sumanth. “Close to 40 per cent of try-ons are shared on WhatsApp or Instagram and 15 per cent are added to carts. We’re on a mission to enable a trillion try-ons in the next three years”.

    Integrated with Shopify and available via API for non-Shopify platforms, the tool is built to scale quickly across D2C retailers. The result: higher conversions, improved top-of-funnel traffic, and lower customer acquisition costs.

    Prashanti Sarees CEO Anand Krishnamoorthy hailed the innovation. “Since we integrated Alphabake into our platform, the results have been very impressive. Engagement is up, and so are conversions. It genuinely feels like magic when you see the try-on outputs—realistic, intuitive, and easy to use”, he said.

    As fashion brands look to differentiate in an increasingly crowded e-commerce landscape, Alphabake’s technology promises a more immersive, interactive shopping journey that keeps users coming back. With machine learning models evolving fast, the company believes virtual try-ons will become the default experience for fashion e-tail.

  • Danone India launches Dexogrow to tackle toddler iron deficiency with 3x absorption boost

    Danone India launches Dexogrow to tackle toddler iron deficiency with 3x absorption boost

    MUMBAI: In a move aimed at addressing one of India’s most overlooked childhood health challenges, Danone India has unveiled Dexogrow, a nutrient-rich milk drink formulated for toddlers aged two to six. The product is powered by Iron Biotics, a proprietary innovation that supports up to three times better iron absorption—crucial for early-stage cognitive and physical development.

    According to Danone, two in every three children in India suffer from iron deficiency or anaemia—conditions often linked to developmental delays, weakened immunity, and learning challenges. With Dexogrow, the company intends to not only plug a critical nutritional gap but also spark awareness about the essential role of iron in early childhood growth.

    Dexogrow contains a blend of 36 essential nutrients, including vitamins A, C and Zinc to boost immunity, along with DHA, ARA, and iron to promote brain health. The formula also features prebiotics to support gut health and comes with a clean-label promise: no sugar, no preservatives, and no artificial flavours.

    The new product sits squarely within Danone’s mission to deliver health through food to as many people as possible. With nationwide rollout across both physical and online retail channels, Danone aims to make Dexogrow accessible to all families, regardless of geography.

    Positioned as a science-backed alternative for parents seeking both safety and efficacy, Dexogrow arrives at a time when consumer demand for nutrient-rich, transparent toddler foods is surging—particularly in India’s urban and semi-urban markets.

    By leaning on innovation and iron, Danone isn’t just launching a new SKU. It’s entering the ring to challenge a nationwide nutritional crisis—one that begins in early childhood and, if ignored, lasts a lifetime.