MUMBAI: When taxes meet television, even filing feels binge-worthy. Amazon MX Player’s hit series Half CA Season 2 has inked a smart partnership with fintech leader Cleartax, blending reel drama with real-life financial wisdom.
The tie-up rolled out with a special video starring Ahsaas Channa and Gyanendra Tripathi, introducing Cleartax’s Agentic AI pitched as India’s first 24×7 AI-powered tax expert on Whatsapp. From auto-computing taxes with just a PAN number to answering queries instantly in multiple languages, the tool aims to take the sting out of tax season while speaking the language of Gen Z.
The collaboration clicks neatly with Half CA’s storyline. The series produced by The Viral Fever (TVF) and now streaming free on Amazon MX Player follows CA aspirants Archie and Niraj as they juggle ambition, academic pressure, and adulthood’s curveballs. Just as the show champions perseverance, the partnership underscores financial literacy as a real-world survival skill.
Amazon MX Player director Aruna Daryanani said the move was about impact beyond entertainment: “Millions relate to the struggles of CA students. Our partnership with ClearTax simplifies financial literacy in a way that feels authentic and engaging.”
Cleartax founder Archit Gupta echoed the sentiment, pointing to its AI leap: “By automating complex tax processes on Whatsapp, we’re making planning and filing seamless. Teaming with Half CA lets us connect with a new generation, combining entertainment with tools to build confidence for the future.”
Half CA S2 brings back favourites Ahsaas Channa, Prit Kamani, Aishwarya Ojha, Anmol Kajani, Gyanendra Tripathi, and Rohan Joshi. The show streams across MX Player’s footprint from mobile apps and Connected TVs to Amazon’s shopping app, Prime Video, Fire TV, Google TV, Xiaomi TV, and Airtel Xtreme.
For viewers, it’s not just about watching dreams unfold on screen, it’s also about learning to add up in real life.
Mumbai: Lallantop Adda 2024, the highly anticipated annual celebration of Hindi literature, cinema, and digital culture, is set to take place from 22 to 24 November at the iMajor Dhyan Chand National Stadium in New Delhi. Hosted by Lallantop, a premier digital storytelling platform that captivates a wide audience with its innovative content, this year’s event promises to be bigger, bolder, and more immersive than ever, bringing together the very best of Hindi media and entertainment.
Spanning three days, Lallantop Adda 2024 will feature a vibrant mix of poetry, music, theatre, and thought-provoking discussions with some of the most celebrated names from the worlds of cinema, literature, and social media.
A star-studded lineup of distinguished personalities will take part in the event, including Badshah, Tamannaah Bhatia, Taapsee Pannu, Daler Mehndi, Ahsaas Channa, Divyenndu, Tigmanshu Dhulia, Maheep Singh, Jimmy Shergill, Pratik Gandhi, Gaurav Kapoor, and Sunanda Sharma. From established icons to rising stars, the gathering promises to be a powerful platform for both emerging and established voices in the entertainment and arts industries. Attendees will have the chance to engage with thought leaders, exchange ideas, and delve into the latest trends shaping the future of Hindi entertainment, media, and digital spaces.
And let’s not forget the atmosphere—set against the crisp winter air of Delhi, visitors can enjoy the event with hot tea in hand, surrounded by an electric sense of community, and creativity. Whether you’re a fan of literature, cinema, music, or digital culture, Lallantop Adda 2024 is the must-attend event of the year.
Mumbai – Entourage Films has announced another collaboration with Zomato for the launch of the Zomato Dining Carnival. This campaign, featuring Ahsaas Channa and Adarsh Gourav, brings the joy of dining out to life in a series of playful, food-centric films.
Directed by Sharat Katariya, famed for his work – Dum Laga Ke Haisha, the campaign creatively links everyday moments with fun food experience. From a football game morphing into a ‘pasta ball’ toss, to gym noises inspiring a sushi craving, each film adds a quirky spin to ordinary activities, turning them into opportunities to indulge in delicious meals. In one of the films, two bodybuilders are lifting weights and making exaggerated sounds like “Shuuuuu” and “Sheeee,” which leads Ahsaas and Adarsh to exchange a knowing glance and shout “Sushi!” The scene then humorously shifts to a restaurant where the duo enjoys sushi, this playful transition highlights how everyday moments can lead to impromptu food experiences.
Sharat Katariya quoted, “The film beautifully reflects the joy and spontaneity that the Zomato Dining Carnival is all about, bringing the essence of the campaign to life. Ahsaas and Adarsh were the perfect fit to bring that quirk to life, their individual performances brought an extra layer of charm to the campaign. They fully embraced the playful nature we intended to capture and delivered it with exceptional flair.”
The mind behind this quirky campaign, Zomato’s creative head Harshil Dhawan quoted, “When dining deals are so irresistible, every moment feels like a cue to make a plan! With the Zomato Dining Carnival in full swing, featuring over 8,000 restaurants and up to 50 per cent off, we’ve turned spontaneous cravings into spontaneous plans. Our films hilariously capture how an epic dining deal can make you drop everything and head out for a feast, no matter where you are or what you are doing.”
“Working with Zomato, Harshil and team is always a pleasure, and collaborating with Ahsaas and Adarsh was an absolute joy. Sharat’s vision, approach and the team’s collective effort towards this campaign made it a true delight to produce,” executive producer – Garima Arora added.
Mumbai: Gen-Z-driven media platform, Yuvaa, has released the second collaborative roundtable series with Max Life Insurance, aimed at addressing crucial financial themes for Generation Z. This series of four quarterly roundtables serves as a powerful platform for Gen Z artists to engage in meaningful discussions on financial planning, protection, and the insights derived from Max Life Insurance’s India Protection Quotient (IPQ) report.
Moderated by media entrepreneur and Yuvaa Co-founder, Nikhil Taneja, the roundtable series brought together influential Gen Z voices like Aastha Shah, Ahsaas Channa, Aaditya Kulshreshth aka Kullu and Swastika Rajput to address the financial challenges and opportunities today’s youth face. Designed to resonate with Gen Z’s unique perspectives, these discussions provided valuable insights and tools for navigating their financial futures. The collaboration emerged from Max Life Insurance’s recognition of Yuvaa’s deep understanding of Gen Z trends, concerns, and voices.
Partnering with Yuvaa enabled Max Life Insurance to effectively communicate their IPQ report findings, which highlight the financial behaviours and needs of India’s youth, leveraging Yuvaa’s role as a key bridge between the brand and the Gen Z demographic. The series features popular digital artists across verticals who share their unique perspectives and experiences on financial planning. These conversations foster trust and relatability with viewers, particularly young adults who often turn to social media for information and guidance.
Aastha Shah, while commenting on his association with the initiative said, “My dad always taught me one thing – Be financially independent in life so that going forward you do not have to be dependent on anyone, even if the world leaves you behind, you can survive with your own money. This is financial freedom for me. Today’s round table made me aware about so many different life stories where everyone spoke about their own experiences.”
Aditya Kulshreshth aka Kullu, added, “I had an amazing time being on the round table, everyone was so comfortable and we opened up our hearts, heard so many inspiring stories. My relationship with money has always been good and I value my money a lot. I started earning when I was 18 so money has been with me through thick and thin.”
Mumbai: Young Indians, a whopping 50% of India’s population are living in times of unprecedented extremes. They are free, bold, bright, ambitious, with a mind of their own and not shackled by conventional thinking.
This young generation believes in embracing change, they are comfortable in their own skin and are willing to go against the established social norm. In fact, Valentine’s Day was a day of reckoning in the lives of most teens in the past. It was a day of some really happy hearts and many more broken hearts. But now, more and more young people are taking days like Valentine’s day far less seriously and are enjoying it, irrespective of whether they are hooked up or single, accepted or rejected.
Britannia Little Hearts takes pride in staying attuned to the vibes of the youth. And we heard them. We saw that there was too much mush floating, and the world needed a saviour. Introducing the #BreakSomeHearts Song, Valentine’s Day 2020 edition. (No prize for guessing, it’s a song that celebrates breaking hearts!)
The brand-new song released on the eve of Valentine’s Day is set in a rap-meets qawwali genre and is a fresh, fun and edgy take on heartbreaks and one that will inevitably make it to your playlist! The song features the standout rapper, Kaam Bhaari along with actress and influencer, Ahsaas Channa.
What does it set out to do? It is a masterclass in the art of saying No to those oh-so-boring love dramas, and in chasing those unwanted relationships out of your lives. Set to a quirky, fun, sing-along set of beats. So, what are you waiting for! Click the link: to listen to the song and make it a part of your playlist this Valentine’s Day.
Talking about the campaign, Mr. Vinay Subramanyam, Head-Marketing, Britannia Industries said, “Britannia Little Hearts is a brand of the young, by the young and for the young. The brand follows youth trends keenly and knows that they ‘Love themselves’ more than anyone else. They don’t need a relationship to define themselves. They are happy when they are in a relationship and happier when they are not. They don’t get dejected when rejected, and they don’t think twice before saying no either. What better gift can a brand give them, than a contemporary take on #BreakingSomeHearts. This Valentine’s Day when the world zigs, Little Hearts shall proudly zag!”
Priya Shivakumar, National Creative Director,Wunderman Thompson India while talking about the campaign said, “The overdose of mush on Valentine’s Day was becoming a theme to break away from and for the last two seasons, Little Hearts became the brand to change the conversation with “Break some hearts”. This year we wanted to deliver the heartbreak a little differently with the first ever Qawali-Rap battle that offers quirky advice to break the heart of every kind of hopeful Romeo you may come across on this day dedicated to love. Featuring Ahsaas Channa and Kaam Bhaari who bring their unique styles to the lively musical debate, this piece of content is the fun antidote to romantic melodrama, sappy love stories and other Valentine’s cliches. Making it a cool counterpoint to the popular narrative and a youthful take on the culture of love.”
Ahsaas Channa, talking about her experience said, “I have grown-up eating Britannia Little Hearts and the entire experience of creating the song was a lot of fun – from coming up with the rap, to adding the qawwali and identifying the different situations. We just hope that the audience enjoys this song as much as we have enjoyed making it.”
