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Tag: Culture Machine

  • Bharath C.S. takes the helm as content director at Kuku TV

    Bharath C.S. takes the helm as content director at Kuku TV

    BENGALURU: Bharath C.S.., a seasoned creative director with over two decades of experience in content creation and digital production, has been appointed as the new content director for micro drama at Kuku TV. The move, effective June 2025, sees Bharath bringing his extensive background from industry giants like Amazon and various top television networks to the burgeoning micro-drama segment.

    With a career spanning leadership roles at Amazon, Culture Machine, Udaya TV, Zee TV, ETV, and UTV, Bharath has consistently delivered high-impact content across television, digital, and over-the-top (OTT) platforms.

    During his tenure at Amazon, he was instrumental in spearheading the MPAM automation tool, which significantly enhanced content delivery speed and precision. His impressive portfolio includes producing over 500 television shows (both fiction and non-fiction), more than 1,000 television commercials, and over 100,000 digital assets.

    At Culture Machine, he successfully established regional digital channels, tapping into the unique cultural landscape of south India and boosting engagement for Tamil and Telugu audiences.

    Bharath’s appointment is expected to bolster Kuku TV’s strategic and creative output in the rapidly evolving digital content space, particularly in the creation of concise, impactful narratives

  • Infectious Advertising appoints Abrar Nakhuda as head of digital

    Infectious Advertising appoints Abrar Nakhuda as head of digital

    MUMBAI: Infectious Advertising is gearing up for a digital shake-up, appointing Abrar Nakhuda as head of digital to spearhead innovation and strategy in an ever-evolving landscape. With a track record of crafting impactful brand narratives and data-driven campaigns, Nakhuda is set to lead the agency’s approach to AI-powered marketing, influencer engagement, and content storytelling.

    Speaking on his new role, Nakhuda shared, “My focus will be on elevating our clients’ digital presence, integrating the latest digital trends, and ensuring synergy between brands and platforms. From AI-driven workflows to influencer marketing and content innovation, we aim to push creative boundaries and set new industry benchmarks.”

    Infectious Advertising co-founders and directors Nisha Singhania and Ramanuj Shastry said, “Abrar’s expertise and energy bring a fresh perspective to our digital division. His vision will help us strengthen our approach and create groundbreaking digital campaigns.”

    Bringing years of experience from Digit 9.0, Every Media Technologies, Culture Machine, and Viral Fission, Nakhuda has led successful digital initiatives for NBA, Star India, Pepsi, and Amazon, helping brands build strong online communities and content IPs that resonate with audiences. His expertise lies in merging data insights with creative storytelling, a formula that has delivered measurable impact across industries.
     

  • Vani Rane transitions to JioStar as creative head of network branded content

    Vani Rane transitions to JioStar as creative head of network branded content

    MUMBAI: Vani Rane, has recently taken on the role of creative head for the expanded branded content vertical for the network at JioStar, following the merger of  the two media powerhouses – Disney Star TV India  and Viacom18 Media under the Reliance Industries umbrella.  With over 18 years of experience in content development and production, Vani is eager to leverage this new opportunity to push creative boundaries and deliver innovative content.

    Expressing her excitement about the transition, Vani stated, “My playground just got a whole lot bigger and better!”

    She is enthusiastic about leading a talented team, emphasizing that their collaboration will enable them to create compelling stories and branded content. The merger has opened up expansive possibilities for content creation, positioning the team to explore exciting new directions in both television and OTT platforms.

    Prior to her move to JioStar, Vani served as the creative Head at Viacom18, where she honed her skills in both fiction and non-fiction content development. Her impressive portfolio includes successful projects like Swipe Ride with Shruti Haasan and various brand partnerships across different media formats. Vani’s tenure at prominent companies such as Zee Entertainment, Zoom, Maxus ESP and Culture Machine further cements her reputation as a leader in branded content.

    With her new role, Vani aims to elevate JioStar’s content strategy, focusing on creative solutions and partnerships that resonate with audiences. 

  • Rainshine Entertainment backed Culture Machine outlines aggressive future growth strategy

    Rainshine Entertainment backed Culture Machine outlines aggressive future growth strategy

    MUMBAI: Rainshine Entertainment, a leading entertainment company that creates diverse and iconic content for Indian and global audiences, announces the strategic expansion and restructuring of Culture Machine, a digital media company under its umbrella. Evolving and adapting itself to the new market of 2020, Culture Machine Media Pvt. Ltd., will be structured into two focussed businesses – CM Studios and Lightstream. With a strengthened management team and robust parentage of Rainshine, the company is well positioned to fortify its offering for audiences across the country.

    The new organizations will be led by Anuraag Srivastava, Chief Operating Officer of Rainshine Entertainment. Additionally, Sameer Pitalwalla will transition from his current role as CEO of Culture Machine to an advisory role with Rainshine, and will oversee some of its existing long-format shows.

    Commenting on this development, Neeraj Bhargava, Chairman & CEO, Rainshine Entertainment, said, “Culture Machine has been an iconic business and we’ve had a great run so far. It’s now time to accelerate and put the pedal to the metal. We have some of the most passionate and creative minds in the business, and with this new strategy in place, I’m excited about making Culture Machine, in its new avatar as CM Studios and Lightstream, even bigger and better.”

    CM Studios and Lightstream will both have focused teams and priorities. Led by Culture Machine front runners, Ruchir Joshi and Russell Pinto, CM Studios will produce long form content and audio podcasts for streaming platforms, with an added focus on the young adult segment and genres like crime, thriller, and romance. The company has already partnered with multiple platforms like Amazon Prime, NBA, Eros Now, Dailyhunt etc., and has launched 6 shows with 5 more currently in production.

    Meanwhile, Lightstream has been created to provide the services of Digital Content Marketing, Digital Campaigns and Digital Services to brands who are reaching out to the wide span of consumers in India. This division will be run by media veteran Cyrus Oshidar, who comes with a strong industry foothold, having helped build MTV India and 101India.com, and Bala Iyengar, who has over two decades of experience in the media industry and has been instrumental in co-authoring the journey of Helios Media. Joining them is Manisha Gulati, co-founder of 101India.com, who will continue to work closely with Cyrus, and Bala’s partner, Divya Radhakrishnan, who will lead business development across the public, government, and NGO sectors for Lightstream. The team will work with brands to create short form content and digital solutions, tailored to help them reach communities across the fragmented Indian landscape. Through Lightstream, data analytics, audience targeting, and consumer insights will come together to deliver the best brand stories told through content.

    Divya will also work closely with the Rainshine team to develop an international distribution and syndication business.

    Bhargava further added, “At Rainshine, we’re furiously innovating to incubate and launch businesses for the future, identifying latent needs, opportunities, and finding newer ways to tell the most compelling stories. As a team, we’re all extremely confident and optimistic about this new strategy and what lies ahead.”

    “Culture Machine comes with years of legacy – it is one of the flag bearers of this digital entertainment boom that has gripped India. The re-generation of the two new organizations is an endeavour to build on its brand solutions acumen through Lightstream and storytelling prowess through CM Studios, and take these businesses to the next level. The next few years will see us further accelerate the growth trajectory of the company, and I'm excited to be leading this dynamic team of talented individuals,” said Anuraag Srivastava, COO, Rainshine Entertainment, who also has oversight of these new business units.

  • Sameer Pitalwalla to move on from Culture Machine

    Sameer Pitalwalla to move on from Culture Machine

    MUMBAI: Culture Machine Media CEO and co-founder Sameer Pitalwalla will be moving on from his current role by the end of December 2019. He will continue with Rainshine Entertainment, the holding company of Culture Machine.

    He will continue as an advisor and will oversee some of its existing long-format shows. The business post-Pitalwalla’s transition will be led by Rainshine Entertainment chief operating officer Anuraag Srivastava.

    Founded in 2013 by Sameer Pitalwalla, Culture Machine is a Digital Media company which currently runs some of India’s largest digital media brands and also licenses its core technologies to advertisers, media companies and agency partner’s world-over.

  • Culture Machine’s movie Amoli starring Vidya Balan, Rajkumar Rao, Kamal Hassan, Nani and Jisshu Sengupta as narrators wins the 66th national film award

    Culture Machine’s movie Amoli starring Vidya Balan, Rajkumar Rao, Kamal Hassan, Nani and Jisshu Sengupta as narrators wins the 66th national film award

    MUMBAI: The announcement of the most prestigious 66th National Film Awards, took place at Rashtriya Bhavan New Delhi recently honoring the best films of 2018. Culture Machine’ a digital media company which runs some of India’s largest digital brands won the ‘Best Investigative Film’ award for its movie Amoli.

    Starring the renowned stalwarts of the film industry – Vidya Balan, Rajkumar Rao, Kamal Hassan, Nani, and Jisshu Sengupta as the narrators, Amoli’ is a definitive documentary on the repulsive commercial sexual the exploitation of children, a deep-seated and well-organized criminal industry.

    Released in seven languages, the documentary is narrated in 4 chapters – Mol (Price), Maya (Illusion), Manthan (Internal conflict), Mukti (Liberation). Each chapter takes the audience on a journey that delves deep into the grimdark world of child sexual exploitation.

    Speaking on the remarkable achievement at the 66th National Film Awards, Sameer Pitalwalla– Founder and CEO, Culture Machine said, “It is a proud moment for the company to have been honored with such an esteemed award. Through Amoli, we tried to create awareness among people on the scale and human cost of the sexual manipulation of children in India. We are glad to see the appreciation being showered on the documentary.”

    The gorgeous and talented Vidya Balan, who narrated the English version of the movie said, “The film Amoli has a strong storyline and I am glad to have been associated with this documentary. It revolves around the heart-wrenching story that exposes the ugly business of commercial sexual exploitation of children. I have narrated the English version of the movie. It gives me immense happiness to see it receive the prestigious 66th National Award and this is definitely a proud moment for the entire team.”

    Acclaimed documentary filmmakers Jasmine Kaur Roy and Avinash Roy who directed the movie quipped on the spectacular win, “The award not only recognizes the hard work put in by the team but also celebrates the indomitable spirit of those who are fighting a constant battle to put an end to child sex trafficking. We hope that this National Award would further help to highlight these voices and bring a stronger law against this horrific crime.”

  • Max Fashion, Denstu Webchutney democratise fashion saying #BehenKuchBhiPehen!

    Max Fashion, Denstu Webchutney democratise fashion saying #BehenKuchBhiPehen!

    MUMBAI: Changing the narrative of telling customers to wear to ‘fit-in’ and stay ‘trendy’, Max Fashion, in partnership with Dentsu Webchuteny has launched its latest campaign #BehenKuchBhiPehen, asking women to wear whatever they want to.  

    “For far too long, Indian women have had to dress in a way that they don’t necessarily want to,” says Lifestyle International vice president Jiten Mahendra. “Whether that be from the fear of being judged or because of unwritten societal codes, women don’t feel free enough to where the kind of styles they want. ‘Behen, Kuch Bhi Pehen’ is a statement of assurance that, when it comes to fashion choices, a woman must only listen to herself.”

    The campaign is led by a music video, written by Dentsu Webchutney, sung and composed by renowned Bollywood playback singer Anushka Manchanda, and created in association with content creators – Culture Machine. The video is steadily beginning to find effect on social media channels such as YouTube, Facebook, and Instagram while the song is already receiving airtime on Radio Mirchi and Red FM. The video’s signature dance move is now also being recreated across India’s youngest social platform, Tik-Tok.

    “At Dentsu Webchutney, we have always strived to generate brand-speak that creates an impact on the broader Indian society,” says Dentsu Webchutney client services director Priyanka Borah “Max has democratized fashion but our minds are yet to be! ‘Behen, Kuch Bhi Pehen’ marries the diversity of choice and selection that the brand offers to a statement of much-needed liberation. Kudos to Max for endorsing a statement that all modern women can get going with,” she adds.

  • Rainshine Entertainment announces first three investments

    Rainshine Entertainment announces first three investments

    MUMBAI: Rainshine Entertainment, a newly formed media and entertainment (M&E) company announced its first three investments today as it acquired significant stakes in Culture Machine, Weirdass Comedy, and Kinsane Entertainment.

    Founded by entrepreneur and tech investor, Neeraj Bhargava, founder of Zodius Capital, co-founder of NYSE-listed WNS and a former McKinsey & Company partner, the company aims to acquire majority or high minority stakes in digital entertainment companies and work closely with them to build iconic content brands for both Indian and global audiences.  

    Commenting on the creation of Rainshine Entertainment and the three deals, Rainshine Entertainment chairman and CEO Neeraj Bhargava said, “Rainshine will be a key developer of talent, content, and platforms in digital entertainment, an industry ripe for rapid growth and disruption.  We are delighted to partner with Sameer Pitalwalla, Vir Das, and Kurt Inderbitzin along with their respective teams at Culture Machine, Weirdass Comedy, and Kinsane Entertainment, invest in the businesses and help them build iconic and enviable content brands.  We are currently assessing several deals and will add 3-4 acquisitions in the near future to comprehensively address our targeted genres and build a new industry leader.”

  • Nykaa’s new video with Blush for Karva Chauth

    Nykaa’s new video with Blush for Karva Chauth

    MUMBAI: Nykaa, in collaboration with Culture Machine’s digital channel Blush, has released a video titled Qaid featuring India’s first transsexual model Nikkiey Chawla.

    The video is set against the backdrop of Karva Chauth, and showcases the start of a new tradition, one with a deeper meaning.

    We are all trapped in our own cocoons, the very skin we wear sometimes feels alien to us. The quest to identify and understand who we really are is a continuous process but a road that doesn’t need to be traveled alone. Entangled in this theme, lies the story of Anusha and Kabir, a young urban couple who undergo one of the biggest changes in their relation which not only helps them understand who they are both individually and together, but also leads to strengthening their bond.

    The thought that drives the struggle in ‘Qaid’ is that of gender as a defining identity and how it dictates the way we celebrate our rituals, especially how the bond of marriage is viewed through a tradition like Karva Chauth. The overarching learning the video aspires

    to drive home is that, it is essential to ‘Celebrate You’ in any and every aspect of life.

    ”The mark of a great society begins with how deeply it acknowledges and cares about the challenges of its most exiguous minority groups. While the nation celebrates liberty for the L,G and B, let us not forget the ‘T’. Today, people need to understand the plight of nearly 21 Million strong gender dysphoric population- a number equivalent to the population of Australia. With this film, we want people to see that the difference between transsexual and transgender is the same as the one between a body and a soul. Since time immemorial, gender definition has been influenced by culture, class, and race but this idea needs an overhaul,” says Nykaa chief marketing officer Hitesh Malhotra.

    Culture Machine vice president for brand solutions Sharique Khan adds, “Gender diversity has existed throughout history and across the globe. One of the most fundamental aspects of a person’s identity, gender deeply influences every part of one’s life. Where this crucial aspect of self is narrowly defined and rigidly enforced, individuals who exist outside of its norms face innumerable challenges. This does not have to be the case. Through a thoughtful consideration of the uniqueness and validity of every person’s experiences of self, we can develop greater acceptance for all. Not only will this create greater inclusion for individuals who challenge the norms of gender, it will create space for all individuals to celebrate who they are. With this common objective of creating awareness about gender dysphoria, harmoniously brought Nykaa’s vision and the storytelling of Blush together for this video.”

    The video also features television actress Aakanksha Singh.

  • Kellogg’s India new video for BLUSH features Sania Mirza

    Kellogg’s India new video for BLUSH features Sania Mirza

    MUMBAI: There is no limit to what a child can achieve as long as there is confidence and determination, along with the love and support of parents willing to be the wind beneath their wings.
    Culture Machine’s digital channel Blush, along with Kellogg’s India collaborated with tennis trailblazer, Sania Mirza. An expectant mother herself, Sania, sends out a message on liberating children of expectations and setting them free to be individuals of their own choice.
    In an honest and heartfelt narrative, Sania dispenses advice to her soon to-be-born baby. Whether it is rejecting gender norms and stereotypes, shrugging off the pressure that the child might be faced with because of his or her famed parentage, or that of having the conviction to choose their own calling. In this video Sania echoes the notion of many other mothers like her, who believe that a child should be free to choose his/her own path.
    For the first time we see Sania not as a tennis player or a cricketer’s wife, but just another mother.

    Kellogg’s India director marketing CMO Sumit Mathur says, “Today’s generation is living in a disruptive entrepreneurial age. The barometer that defined the norms of success and achievement in the society has moved away from conventional careers to people following their own passions. Kellogg as a brand, truly celebrates this rejuvenated mind-set of people who strive towards a better day and a better quality of life. I feel our brand partners in their daily triumph of eating better by providing them with the right nourishment for their day. Therefore, when I came across this opportunity, I thought it was a great way to celebrate #NourishYourDreams where a mother reassures her future child that she will continue to nourish his/her dream despite pressure from peers and society.”
    Culture Machine vice president for brand solutions Sharique Khan adds, “It is natural to be guided by parents, because it is first from them that the child learns about themselves and their world. However, if the parent doesn’t encourage the child to find a voice of his/her own as they grow into adults, it limits the spectrum of their experiences in life. And it is this connection, between parent and child that harmoniously brought Kellogg’s vision, Sania Mirza’s personal philosophy, and the storytelling of Blush together for this video.”