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  • Ghotul film revives tribal wisdom to spark talks on girls’ rights and choice

    Ghotul film revives tribal wisdom to spark talks on girls’ rights and choice

    MUMBAI: Silence may be golden, but sometimes it’s deafening. On the International Day of the Girl Child, UNAIDS has dropped Ghotul, a short film that whispers ancient wisdom and shouts modern truth. Drawing from the Gond Muria tribe’s age-old “Ghotul” tradition, the film reimagines how young people can talk openly about love, consent, and the right to make choices, topics often hushed in contemporary India.

    Every year, 21 million girls across the globe become pregnant over 11 million of them in India. And each week, 4,000 adolescent girls are newly infected with HIV. The numbers are staggering, but the silence surrounding sex, desire, and bodily autonomy is even louder. Ghotul seeks to break this silence, spotlighting the urgent need for safe spaces where adolescents can speak, listen, and learn without shame.

    In Gond culture, the Ghotul was no taboo corner, it was a communal space where elders guided youth through lessons of love and responsibility. The film revives this lost wisdom, using it as a lens to challenge the modern discomfort around sexuality and gender dialogue.

    Penned by author and gender inclusion expert Shruti Johri, the 12-minute film is directed by Shashanka “Bob” Chaturvedi of Good Morning Films. The concept comes from advertising veteran and feminist Swati Bhattacharya, with cinematography by award-winning DoP Tassaduq Hussain, of Omkara and Kaminey fame. The cast includes Indira Tiwari, known for Serious Men and Gangubai Kathiawadi, alongside rising actor Puja Kulay.

    “This film is about breaking that silence,” says Johri. “It’s an invitation to reimagine a world where our daughters are not guarded like clay pots but guided like rivers, free to choose, to love, and to live without shame.”

    For Swati Bhattacharya, the project is about reclaiming lost intimacy in conversations: “In tribal wisdom, elders spoke freely with adolescents about love and growing bodies not to shame them, but to guide them. Today, when the internet fills that void, Ghotul reminds us to bring honest conversations back home.”

    UNAIDS executive director Winnie Byanyima puts it plainly: “By knowing the facts and educating young people about their sexual health, we can help them feel safe and stay safe.”

    The film has already found fans among some of India’s most influential voices. Producer Guneet Monga praised its “courage, compassion, and cultural depth”, while Apoorva Bakshi, Emmy-winning producer of Delhi Crime, hailed it as “a feminist reframing of indigenous wisdom”. Filmmaker Ashwiny Iyer Tiwari called it “a courageous and tender revival of the spaces our youth desperately need today”.

    Journalist Barkha Dutt added a sharp reminder: “Only one in 10 Indian men use a condom. The burden of birth control continues to fall on women. Ghotul opens space for honest conversations about reproductive autonomy. We say ‘our body, our choice’ but is that really the case?”

    In reviving a tribal tradition, Ghotul sparks a very contemporary revolution, a reminder that true modernity might lie in rediscovering old wisdom. Because sometimes, to move forward, all we need to do is listen to the voices that spoke first.

  • Boom and Belonging, News18 Bangla’s Puja Tale Rings Twice on Global Stage

    Boom and Belonging, News18 Bangla’s Puja Tale Rings Twice on Global Stage

    MUMBAI: If storytelling were an art form, this one’s painted in vermillion and gold. News18 Bangla’s Durga Puja brand campaign, crafted in collaboration with Daaker Shaaj, has struck global gold again earning a coveted spot on Ads of the World for the second consecutive year. The campaign celebrates Bengal’s biggest festival through a cinematic blend of emotion, artistry, and community spirit that feels as timeless as the beats of the dhaak itself.

    Durga Puja isn’t just a festival, it’s five days of goosebumps, glitter, and grace that transform Kolkata into a living, breathing artwork. It’s where neighbourhoods turn into museums, and the faithful become storytellers. Channeling that magic, the campaign uses the ubiquitous boom, crafted with Daaker Shaaj’s signature detailing, as its visual thread connecting everyday Puja moments in a shared celebration of togetherness.

    The film’s Bengali copywriting hums with poetry and pride, weaving diversity, devotion, and the festival’s chaotic beauty into one seamless story. It captures the pulse of the city the late-night pandal-hopping, the sparkle of new clothes, and the laughter echoing over bhog and beats. Every frame feels soaked in nostalgia yet freshly relevant, offering viewers an emotional walk through Bengal’s cultural soul.

    Created by Inner Circle, this is not just a campaign but a cultural postcard, one that continues News18 Bangla tradition of elevating festive storytelling. Its repeat recognition on Ads of the World cements the brand’s reputation for innovative, inclusive, and locally rooted creativity that resonates globally.

    “Durga Puja is not only a religious festival but an emotive experience for people of Bengal. This campaign brilliantly captures that spirit, blending its rich culture with compelling storytelling,” said Xiaomi India RMM East Gourav Sinha.

    Echoing that sentiment Wow! Momo, CMO and co-founder L. Muralikrishnan added, “Durga Puja is not just a festival, it’s a celebration of myriad hues of what Bengal stands for; which is ‘For All. By All.’ This campaign beautifully captures that spirit, blending cultural authenticity with inclusive storytelling.”

    By celebrating the vibrancy and inclusivity of Durga Puja, News18 Bangla’s campaign doesn’t just showcase Bengal’s creative might, it reminds us why great ideas, like great festivals, are “for all, by all”. As the dhaak beats rise once again, this campaign proves that when culture meets creativity, the world can’t help but dance along.

  • Audi, Saatchi & Saatchi India launch artful festive campaign

    Audi, Saatchi & Saatchi India launch artful festive campaign

    MUMBAI: This Diwali, Audi isn’t just lighting up the streets, it’s lighting up minds. In a sparkling collaboration with Saatchi & Saatchi India, the brand has rolled out ‘Journeys of Imagination’, a festive campaign that’s part road trip, part art show, and all heart.

    Revving up Audi’s signature ‘Journey with Audi’ platform, the campaign celebrates the magic that happens when cutting-edge tech meets the warmth of Indian celebrations. The spotlight? Firmly on the sleek Audi q3 sportback, with star cameos from its luxe siblings, the q5 and q7, as they cruise through a Mumbai alive with festive fervour.

    But this isn’t just another glossy car ad. It’s a joyride powered by creativity.

    Enter AI artist Omkar Korade and renowned photographer Hashim Badani, two new-age creators who took the Audi Q3 on a journey through Mumbai’s glowing streets, capturing the soul of the city during its most spirited season. Think bustling lanes, swirling lights, and art that quite literally moves you.

    Their work turns every stop into a stroke of genius, transforming everyday festive scenes into imaginative digital artworks, all while showcasing Audi as more than just a car. It’s a co-pilot on a canvas, a muse for modern makers, and a companion in every moment of celebration.

    “Audi has always championed innovation,” said Saatchi & Saatchi India chief creative officer Kartik Smetacek. “And every new idea starts with a leap of imagination. So, for this year’s festive campaign, we collaborated with new-age creators Omkar Korade and Hashim Badani to reimagine how Mumbai celebrates the season. You will soon see their amazing AI art lighting up digital screens across the city.”

    Audi India head of marketing and PR Gaurav Sinha added, “Festivals in India are full of imagination and emotion, and we wanted this campaign to reflect that spirit in a way that feels fresh and modern. ‘Celebrating Journeys of Imagination’ is our tribute to how creativity, culture, and innovation come together during this time of the year.”

    And the strategy isn’t just about seasonal sparkle, Saatchi & Saatchi India executive director Atin Wahal pointed out that this partnership is built for the long road, “Our partnership with Audi is built on a shared vision of innovation and progress. It is focused on helping the brand connect meaningfully with audiences and drive creativity in the automotive space.”
     

  • When AI met Arjun, Mahabharat gets an epic tech twist

    When AI met Arjun, Mahabharat gets an epic tech twist

    MUMBAI: Some battles never end, they just get a software update. Collective Media Network’s Historyverse has dropped the trailer for Mahabharat enabled by AI, a retelling of India’s most enduring epic where myth meets machine. Set to premiere on Waves OTT on 25 October 2025, followed by a Doordarshan telecast every Sunday at 11 am from 2 November, the series promises to blend nostalgia with next-gen storytelling.

    The trailer feels like déjà vu dressed in digital armour, familiar faces of dharma and destiny, rendered with the power of artificial intelligence. Behind the screens, a team of writers, researchers, technicians, and engineers at Collective Artists Network’s Galleri5 have built this brave new Kurukshetra pixel by pixel, turning age-old verses into a visual feast that bridges the past and the future.

    “For many of us, watching the Mahabharat on TV was part of our childhood, those Sunday mornings meant something special,” said Collective Artists Network founder & group CEO Vijay Subramaniam. “With Mahabharat enabled by AI, we wanted to bring that memory back, but make it feel fresh, relevant, and made for this time. It’s emotional, it’s big, and it’s built with care.”

    At the heart of this digital dharma lies a collaboration between Collective Media Network and Prasar Bharati, a pairing that merges old-school television tradition with cutting-edge creativity. Prasar Bharati CEO Gaurav Dwivedi noted, “This is exactly the kind of innovation that keeps our cultural legacy alive for generations to come. It’s exciting to see how technology can reawaken stories that unite people.”

    For viewers, the AI-driven Mahabharat is less of a reboot and more of a renaissance, a chance to relive the grandeur, the moral conflict, and the emotion that once glued an entire nation to its TV screens. Only this time, Bhishma’s armour gleams with digital precision, Krishna’s wisdom echoes through neural networks, and the battle for truth plays out in ultra-HD.

    As Historyverse puts it, the project isn’t just a show; it’s a statement that even in a world ruled by algorithms, the human heart still craves stories of courage, loyalty, and fate. So come October, when conch shells sound and pixels clash, audiences will witness an epic reborn not rewritten, just re-coded.

  • India congregates at Mipcom as TV industry grapples with streaming wars

    India congregates at Mipcom as TV industry grapples with streaming wars

    CANNES: Mipcom 2025 opens its doors on 13 October in Cannes, and India is making serious noise. Whilst the global television and streaming industries thrash about in existential angst—wondering what they are, where they’re going, and whether anyone still watches television—over 10,500 participants and 330-plus exhibitors from more than 100 countries are cramming into the Palais des Festivals. Identity crisis? Not on India’s watch.

    RX management, which runs this annual gathering, expects the gloom to lift the moment delegates start talking deals. And nowhere is the optimism more palpable than in the Indian contingent, which has arrived in force with more than 70 companies ready to do business.

    Centre stage sits the Indian Pavilion—a sprawling 100 sq m affair rebranded as the Bharat Pavilion/Waves Bazaar. It’s a joint initiative between the Indian consulate in Marseilles, the ministry of information and broadcasting, and the Services Export Promotion Council. More than 40 Indian companies have piled in under its banner: animation studios, video service outfits, content distributors, post-production houses—the full ecosystem.

    But the real heavyweights are flying solo. Eschewing the shared space, a formidable lineup of Indian firms have planted their own flags with independent exhibition stands: Animation Xpress, Amagi Media, Enterr10 Television (which runs the Dangal channel), GoQuest Media, JioStar India, One Life Studios, One Take Media, PowerKids Entertainment, Rajshri Entertainment, Rusk Media, Shemaroo Entertainment, and Zee Entertainment Enterprises. It’s a show of strength that reflects India’s growing clout in the global content economy.

    Indian delegates hunting for content—whether licensing hit formats or acquiring finished programming—number more than 120 this year, a figure that underscores the country’s voracious appetite for fresh material and its ambitions as both buyer and seller.

    Hiren Gada, chief executive of Shemaroo Entertainment, said he was returning to Mipcom after many years away and was “looking forward to some exciting meetings with international clients.” The veteran executive’s presence signals that even established players see renewed opportunity in the current market turbulence.

    Siddharth Kumar Tewary, founder of One Life Studios, called the atmosphere “electric,” adding that his company was now positioning itself as a global multiplatform content and production services partner—not merely an Indian supplier, but a genuine international player capable of creating content for any screen, anywhere.

    The Indian surge comes at a curious moment. Traditional broadcasters are bleeding viewers to streaming platforms – which are themselves struggling against the vertical and micro drama platforms and Fast services -trying to figure out sustainable business models. Studios are consolidating, mergers are multiplying, and nobody quite knows whether “peak TV” was last year or five years ago. Yet Cannes remains Cannes—a place where hope springs eternal and every conversation might be the one that spawns the next global hit.

    As deals snap shut and pitches fly across the sun-drenched Riviera, sleepy Cannes has morphed once more into the pulsing nerve centre of the global content trade. Champagne corks pop, business cards change hands at dizzying speed, and somewhere in the Palais a Hindi-language crime thriller is being sold to a Scandinavian broadcaster who’s convinced it’s the next Squid Game.

    Streaming uncertainty be damned. The curtain rises, the cameras roll, and India’s moment in the spotlight has arrived—louder, brighter and more confident than ever.

  • Tribes roars loudest at Dragons of Asia 2025

    Tribes roars loudest at Dragons of Asia 2025

    MUMBAI: Tribes Communication has set the stage ablaze at the Dragons of Asia 2025, emerging as one of the most awarded agencies in the region and clinching the prestigious Red Dragon Network of the Year title.

    At the glittering ceremony in Kuala Lumpur, the Indian integrated marketing powerhouse swept multiple categories, picking up Gold Dragons for Havells India (brand trial or sales generation) and Kansai Nerolac (B2B marketing), along with Silver Dragons for Honda Drive Thru and Kansai Nerolac. To top it off, the agency bagged six more Black Dragons, marking a clean sweep across disciplines.

    “It’s more than just a win, it’s a celebration of passion and ideas that define Tribes,” said Tribes Communication chairman & managing director Gour Gupta. “Every campaign is a collective effort, and these honours reaffirm our teams’ drive to keep pushing creative boundaries and delivering measurable impact.”

    The Dragons of Asia Awards recognise marketing programmes that balance creativity with results, spotlighting the region’s best in brand innovation and performance. Tribes’ consistent wins highlight its prowess in blending experiential, digital, and B2B marketing with sharp strategic insight.

    With over 600 awards, 450 plus clients, and 17 offices nationwide, Tribes Communication has cemented its reputation as one of India’s most dynamic integrated agencies, proving that when it comes to roaring success, this Tribe leads the pack.

  • Asian Paints brings home the feels once again

    Asian Paints brings home the feels once again

    MUMBAI: Some stories never fade, they simply find new walls to speak from. Asian Paints has rekindled the magic of its iconic campaign Har ghar kuch kehta hai, returning with a fresh film that paints a touching portrait of the modern Indian home.

    Blending nostalgia with a contemporary lens, the new ad film explores how homes today are living, breathing reflections of the people who inhabit them. Each wall, colour and corner tells a tale of creativity, connection and comfort, whether it’s a young couple giving their walls personality, a food vlogger turning his kitchen into a studio, or a pet parent making room for a furry family member.

    Set to the familiar Har ghar poetry, the film gently reminds viewers that a home’s essence lies not in its structure, but in the lives it shelters, “har ghar chup-chaap se yeh kehta hai, ki andar isme kaun rehta hai.”

    Speaking on the campaign, Asian Paints MD & CEO Amit Syngle said, “Homes today are more dynamic, expressive and personal than ever before. With this new chapter, we celebrate how every corner carries meaning, through creativity, individuality or shared experiences.”

    Ogilvy India chief advisor Piyush Pandey added, “Homes have always spoken; what’s beautiful now is that they’re starting new conversations. This campaign captures today’s lives with honesty, humour and heart.”

    More than a revival, this film is a love letter to the spaces that shape us, proving that while styles evolve, the emotion behind every home remains timeless.

  • Byte-sized ownership: Bytepe turns smartphone dreams into subscriptions

    Byte-sized ownership: Bytepe turns smartphone dreams into subscriptions

    MUMBAI: Why buy when you can subscribe? Bytepe, India’s first tech subscription platform, is reprogramming the way Indians think about smartphone ownership, with a model that swaps EMIs for easy monthly subscriptions and outdated devices for yearly upgrades.

    Founded by serial entrepreneur Jayant Jha, the former Flipkart leader who co-founded and sold Yaantra to Flipkart, Bytepe promises to make premium smartphones, including the latest iphone 17 series, more accessible, affordable, and flexible than ever before.

    “With Bytepe, we’re democratising luxury,” said Jha. “After years of watching consumers get locked into long EMIs and old devices, we wanted to create a model that’s lighter on the wallet, better for the planet, and puts control back in the user’s hands.”

    The concept is refreshingly simple: pick your phone, pay a monthly subscription that’s lower than traditional EMIs, enjoy 100 per cent damage protection, and upgrade every year, no hidden costs, no long-term lock-ins. Bytepe also offers its own Bytepe EMI for non-credit card users, ensuring access for all.

    For instance, the new iphone 17 (256 gb), priced at Rs 82,900, can be subscribed to for a fraction of that monthly, with the option to upgrade, return, or own it outright after 12 months. For those who prefer to pay upfront, Bytepe offers 50 per cent assured buyback after 12 or 24 months, plus full insurance coverage.

    Starting with smartphones, Bytepe plans to expand into other tech categories including electronics and accessories, creating what Jha calls “a smarter, circular economy of ownership.”

    In a market where affordability often comes at the cost of flexibility, Bytepe is offering something refreshingly new: the freedom to stay up to date, without being tied down.

  • Jos Alukkas celebrates cultural pride at Miss South India 2025

    Jos Alukkas celebrates cultural pride at Miss South India 2025

    MUMBAI: Jos Alukkas brought a touch of gold to the 23 edition of Miss South India, held recently in Bengaluru, as Liz Jaymon Jacob claimed the title of Jos Alukkas – Garden Vareli Miss South India 2025. Aishwarya Ullas and Ria Sunil were named first and second runners-up, among 21 finalists representing the vibrant cultural diversity of the southern states.

    Jos Alukkas managing director Paul Alukkas said, “Miss South India 2025 is a celebration of individuality and tradition. Every contestant is a reflection of strength, elegance and cultural pride, values that align perfectly with what we stand for.”

    John Alukkas managing director, added, “At Jos Alukkas, we celebrate the spirit of womanhood. The pageant brings together confidence, creativity and fashion, while remaining rooted in the rich heritage each contestant represents.”

    The event showcased the innovation, grace and cultural vibrancy of Andhra Pradesh, Karnataka, Kerala, Telangana and Tamil Nadu, featuring a mix of performances and personal stories that celebrated the spirit of the South.

    Organised by Pegasus Global since 2002, Miss South India is one of the region’s most prestigious beauty pageants, highlighting empowerment and cultural heritage through rounds featuring ethnic wear, cocktail and gown segments.

    For over six decades, Jos Alukkas has been a trusted name in jewellery, known for its Bis-certified gold and Iso 9001:2000 recognition, the first of its kind in the industry. Led by chairman Jose Alukkas and managing directors Varghese, Paul and John Alukkas, the brand continues to redefine modern jewellery retail with innovation and integrity across its 60-plus showrooms and online presence.

  • Hoopr hits the right note with Rs 4.5 crore payouts to 1,500 plus Indian artists

    Hoopr hits the right note with Rs 4.5 crore payouts to 1,500 plus Indian artists

    MUMBAI: Hoopr, India’s first music licensing platform, has struck a major chord in the country’s creator economy, disbursing over Rs 4.5 crore to more than 1,500 artists across 20 genres over the past three years. The milestone marks an industry first in micro-sync licensing payouts, underscoring Hoopr’s mission to build a transparent and sustainable revenue stream for India’s independent music community.

    Unlike traditional music models where earnings are often dominated by established labels and chart-topping artists, Hoopr’s system ensures fair compensation for those who typically remain behind the scenes: music producers, composers, and background score creators. Each time a brand or content creator licenses a track through the platform, the artist earns directly, taking home 50–65 per cent of the revenue.

    The platform’s roster includes both seasoned and emerging names such as Nilesh Dahanukar (Special 26, Tanhaji: The Unsung Warrior), Divya Limbasia (The Family Man), Aditya Kudalkar (Gathan), and Devashish Korani (Yeh Chahiye, Ruaa Ruaa).

    Hoopr currently powers over 30,000 creators, including Ashish Vidyarthi, chef Ranveer Brar, and Flying Beast and collaborates with more than 175 brands such as ITC, Himalaya, Myntra, Meesho, Marico and Ultratech.

    Highlighting the platform’s impact, emerging artist Trivarg Arandhara (Triv) from Assam earned more from a single micro-licensing deal on Hoopr than he would have from 4.8 lakh streams on Spotify or Youtube.

    Co-founder and CEO of Hoopr Gaurav Dagaonkar said, “This milestone goes beyond payouts, it signals a shift toward sustainable income for artists. Licensing is the future of creator monetisation, and Rs 4.5 crore is only the beginning. We aim to surpass Rs 100 crore in payouts by FY2028.”

    Co-founder and CRO Meghna Mittal added, “Transparency and trust have always been at the heart of Hoopr. Our tech-enabled backend ensures artists are paid promptly whenever their music is used. We’re building an inclusive ecosystem where every artist can thrive and where brands can easily access authentic, culturally resonant music.”