ITV

Tag: Ishita Dutta

  • Bajaj lights up Kolkata’s Pujo with power and poise

    Bajaj lights up Kolkata’s Pujo with power and poise

    MUMBAI: Talk about turning up the wattage this Pujo! Bajaj plugged into Kolkata’s festive spirit with a sparkling campaign that blended tradition, technology, and a touch of nostalgia.

    The brand didn’t just stay home this year, it stepped into the heart of the celebrations, lighting up some of Kolkata’s most iconic pandals. From a radiant LED tunnel at Deshpriya Park to towering displays at Sreebhumi Sporting Club and a 16-day-long sky high LED spectacle at Tala Park Road, Bajaj quite literally became part of the city’s festive glow.

    Adding digital dazzle to the celebrations, actress and influencer Ishita Dutta brought her Bengali roots and warm charm to a special film that celebrates the flavours of Durga Pujo. In the short, she recreates her mother’s festive dishes: khichuri, labra, chutney, and payesh, with a little help from the Bajaj Evoque 1000W mixer grinder. With its sturdy motor, Duracut blades, and tough military-grade jars, the Evoque became the star of the kitchen, blending heritage with modern ease.

    The campaign encouraged devotees to share their Pujo snapshots across social media, tagging Bajaj electricals and creating a citywide ripple of festive energy online.

    With its glowing pandal presence and heartfelt storytelling, Bajaj once again proved it knows how to light up not just homes, but hearts too.

  • Rabitat unveils Its latest Rakshbandhan campaign – ‘It’s the Little Crimes That Count’

    Rabitat unveils Its latest Rakshbandhan campaign – ‘It’s the Little Crimes That Count’

    MUMBAI: Rabitat has unveiled its latest Raksha Bandhan campaign titled, “It’s the Little Crimes That Count.” With this campaign, Rabitat is stepping into the season with humour, honesty, and a limited-edition festive hamper titled, “the Rabitat Rakhi Hamper”, acknowledging the silent economics of sibling life, where everything you own is also unofficially theirs.

    For India, Raksha Bandhan is a celebration of a bond that’s built on love, mischief, and lifelong camaraderie. For Rabitat, it marks an opportunity to design products that honour this bond in ways that feel fresh, meaningful, and joyfully nostalgic. Curated to inspire lasting rituals and joyful moments, the kits consciously replace sugar rushes and plastic clutter with products built for joy, utility, and shelf life. Every box includes a Rakhi, a Rakhi Ritual Kit, a custom Sibling Tax Card (a playful take on sibling bingo), a photo frame, and a curated mix of Rabitat’s everyday bestsellers.

    Commenting on the launch, Rabitat co-founder Sumit Suneja said, “Every sibling story is part crime, part comedy, and 100% chaos. It’s these unchanging truths that shape the kind of intent-led experiences we create at Rabitat. This Rakhi, we wanted to move gifting away from the usual suspects of sugar, plastic, and lead into experiences that celebrate modern siblinghood. Knowing we are laying foundational layers for the next generation of Indian families, Rabitat hopes to spark traditions that are as emotionally resonant as they are smartly designed; the kind kids will remember, and parents will be proud to pass on.”

    The campaign draws from a truth all parents know too well: nothing in a sibling household is safe. From lunch boxes raided on the sly to stationery that mysteriously migrates, sibling “taxation” is real. Rather than tame it, Rabitat chooses to honour it, turning these petty moments into powerful rituals of bonding and banter.

    To take the story beyond the box, Rabitat is teaming up with a host of beloved mom-influencers like Ishita Dutta, Smriti Khanna, Kishwer Merchant, and many more across platforms such as Instagram to share slice-of-life sibling tales. Adding to the momentum, Rabitat is also collaborating with FilterCopy to bring these real, relatable moments to life through heartwarming storytelling. Together, these content pieces echo a fresh Rakhi sentiment, one that’s rooted in realism, full of character, and reflective of how Indian parents and kids truly celebrate today.

    As families seek safer, more thoughtful alternatives to traditional festive options, Rabitat’s Rakhi hampers emerge as a refreshing pick for the season. By turning sibling tussles into Rakhi-ready rituals, the brand proves that good design and great storytelling belong at the heart of every celebration. 

  • Hipi unveils the ultimate dance extravaganza: #HipiDanceBattle

    Hipi unveils the ultimate dance extravaganza: #HipiDanceBattle

    Mumbai: Hipi, the ultimate destination for creativity and self-expression, is thrilled to announce the launch of its latest dance challenge, #HipiDanceBattle. Following the immense success of the previous Hipi G.O.A.T, this new endeavour promises to captivate users with its rhythm, energy, and unbeatable groove.

    The dance challenge invites users from all corners of the country to showcase their unique dance moves and creativity. Whether you’re a seasoned dancer or someone who just loves to move, this challenge is designed to bring people together through the universal language of dance.

    What sets #HipiDanceBattle apart is its inclusivity and diversity. From professional dancers to first-time movers, everyone is encouraged to join the dance revolution. With a mission to unite people through the universal language of dance, Hipi invites users to participate in this epic celebration of rhythm and movement.

    Participants will be provided the opportunity to present their dance prowess and secure a well-deserved place in the limelight. They will create and upload videos on Hipi, showcasing their talents while using specific theme-based monthly hashtags. A daily leaderboard will be in place, along with the recognition of two monthly winners and the ultimate grand winner. The mega showdown will unfold in the last 15 days of the challenge, culminating in a grand contest to crown the winner of the dance battle.

    Meet the Judges:  

    Aanchal Munjal kickstarts the #HipiDanceBattle with the first challenge – #AnyOneCanDance. Aanchal is a renowned actor with a lifelong presence on the screens. Her journey with Hipi began at its inception, where she has consistently amassed millions of views with her captivating content.  

    Following her lead, there is an esteemed panel of judges who will bring their expertise and discerning eye to evaluate the incredible performances in this season’s competition. Ishita Dutta, an accomplished actor with over a decade of lead roles in successful films and TV series, known for her outstanding performances in Drishyam and its sequel. Shivangi Khedkar, much known for her role in Mehndi Hai Rachne Wali has won hearts with her short yet impressive career as an accomplished actor and a successful model.  Sara Gurpal, already popular on Hipi, is a celebrated Punjabi singer and actor who has claimed numerous awards for her melodious voice.  Swati Kapoor, another well-known Indian actor and model, features in Hindi films and TV shows. She is a well-established influencer with a substantial following on Hipi as well as other social media platforms.

    Each of these judges will bring a unique perspective and passion for dance, making this season’s competition extremely exciting. Their collective experience and discernment will undoubtedly enrich the #HipiDanceBattle and set the stage for some incredible performances. Stay tuned for an exciting season ahead!  

    After five thrilling challenges that will showcase exceptional talent, the top 12 finalists will face off for an additional two weeks, vying for the prestigious title of ‘Dance Warrior’. Celebrity judges, the connoisseurs of dance, will carefully select the winner based on his/her incredible talent and the quality of their dance videos. A cash reward of Rs. 1 Lakh awaits the crowned champion of the Hipi Dance Battle.  

    But the opportunities do not end here; participants can win cash prizes daily by simply garnering likes on their challenge videos. “The Hipi Dance Battle offers a unique opportunity for India to experience the rich diversity of exceptional dance talents nationwide. This new challenge expects to uplift the lives of the talented individuals this country is home to. We hope that Hipi Dance Battle turns out to be as outstanding as Hipi G.O.A.T. 2 and Hipi Lip-sync Battle. The success of Dance Battle will underscore our dedication to fostering creative talent”, said Hipi chief business officer GBS Bindra. 

  • TV actors expand footprint via digital platforms

    TV actors expand footprint via digital platforms

    MUMBAI: Even before the lockdown, Bollywood actors had started to make themselves prominent on social media.

    During this pandemic, Instagram, YouTube and TikTok gave TV stars ample opportunity to connect with fans in a relatively safe environment. While production was halted, actors leveraged digital mediums to expand their footprints as well as their earning potential. They are able to provide companies, advertisers and sponsors, a solid set of analytics and data attached to a specific audience. 

    Television actors Vatsal Sheth and Ishita Dutta have been posting fun videos on TikTok recently. Dutta says that technology has felicitated work from home format to a certain extent. Says she: “We have made a music video and a short film at home. Thanks to technology we could still work from home. Because of social media platforms specially Instagram and TikTok, our fans can connect to us directly. During this lockdown, I utilised my time to create content.”

    Initially the couple started creating short films for their own platform. But slowly their content gained traction after which Times Music approached them to make a music video. This lockdown period is also giving different revenue options for the couple. When actors are unable to shoot, social media helps in terms of networking and brand endorsements.

    While Dutta is busy creating content for Instagram and TikTok, she is not planning to make videos for YouTube anytime soon. According to her, Instagram is very convenient for people who are not tech-savvy or who are interested in creating short-form content. Most importantly, technology has set artists free.

    She further adds, “Digital medium is here to stay. All the leading TV channels have their own apps now. People are preferring OTT platforms and social media platforms to watch content.”

    They are planning to continue making content even after shooting resumes. As a result, the couple has already invested in tripods, lights and other necessary equipment.

    TV actor Niti Taylor is busy creating content for her recently-started YouTube channel. It mainly features home remedies and easy home exercise. She thinks that on YouTube collaborations and cross promotion helps to garner more audiences.

    The actor believes that digital would be the most preferred medium now because even after the lockdown is lifted, things would be stricter in terms of crowd gathering.

    She adds that technology has made her life much more easier and hassle free. However, technology has its own pros and cons. For a beginner who is just setting up, it could be really frustrating at times to understand things. Taylor also thinks that at times, technology makes a person more dependent.

    According to Taylor, a digital medium acts as a platform to address important issues. But, actors, at times, pay the price for being vocal; they are constantly under the radar. She adds, “Sometimes I feel social media is overrated, we are being judged for whatever we say.”

    Kasautii Zindagii Kay actor Erica Fernandes thinks technology has facilitated work from home option. It has become easier to upload content by sitting in the comfort of your home. Fernandes, who has 1.26 million subscribers on her YouTube channel, feels that today everybody has all the devices and equipment ready to create content. One does not need a proper setup to begin a channel, content can be created just by using a mobile phone.

    For Fernandes, YouTube is the most favourite platform and she is not planning to expand to other platforms like Instagram or TikTok. According to her, YouTube has a huge audience base and consumption rate is also high. It is highly profitable in terms of revenue. She adds that YouTube has more reach as compared to Instagram’s IGTV feature.

    She notes, “YouTube is a knowledge-based platform. If someone wants to know about a particular topic they will go to YouTube and not Instagram.” Investors will be more interested in digital entities now as the sector is booming. Unlike television, digital platforms don’t have a set deadline to meet.

    Fernandes concludes the conversation by highlighting that digital will remain the most preferred medium because it is easily accessible and convenient. Actors who are not able to explore their creativity on television, can express themselves through digital mediums. It also helps in generating revenue, getting brand deals and advertisement.