MUMBAI: Amazon MX Player’s Realme Hip Hop India Season 2 has cemented its place as the country’s biggest unscripted success story of the year. As per Ormax Media’s latest ranking of the Top 50 OTT Originals for H1 2025, the show emerged as India’s most-watched reality series, and the only one to trend for 11 consecutive weeks on Ormax’s weekly list of top OTT web shows.
Season 2 brought India’s underground hip-hop dance movement into the mainstream with over 25 million unique viewers tuning in to witness raw talent, breakout performances, and deeply personal journeys. The series was anchored by judges Remo D’Souza and Malaika Arora, and amplified with appearances by leading personalities including Rajkummar Rao, Abhishek Bachchan, Raftaar, Sara Ali Khan, Munawar Faruqui, Aditya Roy Kapur, and Rohit Shetty, making it one of the most high-profile reality shows of the year. The finale crowned Shubhankar Gawde as India’s second hip-hop dance champion, capping off a season that redefined youth entertainment.
Speaking on the show’s success, Karan Bedi, Head, Amazon MX Player, said: ‘Hip Hop India Season 2 stood at the intersection of culture, content, and commerce. It brought a powerful subculture into the mainstream and gave brands a credible, high-engagement platform to connect with young India. The response has been phenomenal both in terms of viewership and brand resonance.’
The show raised the bar for branded content integrations and co-marketing at scale. Alongside title sponsor Realme, brands like Sprite, Tuborg, Pokémon, Spotify, and SpiceJet joined the movement in highly engaging ways. From innovative in-show integrations, immersive media ads, on-site and social media led gamification, to in-flight co-branding, Pokémon-themed dance acts, Spotify playlist integrations, the show created a high-impact ecosystem where brand narratives blended seamlessly with cultural moments.
Echoing the sentiment, Amazon MX Player director and head of content, Amogh Dusad added, ‘With Realme Hip Hop India Season 2, we set out to showcase hip-hop not just as a dance form, but as a cultural voice. This season’s response proves that authenticity, when paired with relevance, wins big. We’re proud to see the franchise has become both a fan obsession and a brand magnet.’
MUMBAI: Royal Stag Barrel Select Shorts is back in the spotlight with its newest campaign, ‘For the Select Ones’, starring the discerning duo Rajkummar Rao and Patralekha. Conceptualised by FCB NEO, the sleek new film champions craft, character, and the courage to chart one’s own course — echoing the brand’s core philosophy of celebrating purposeful storytelling and refined choices.
In a market flooded with noise, ‘For the Select Ones’ whispers a quieter truth: that greatness lies not in following the crowd, but in choosing with intent. Both on-screen and off, Rajkummar and Patralekha exemplify that ideal, having carved careers defined by depth, not dazzle.
The campaign pays homage to artists who’ve walked the talk — past collaborators on the Barrel Select Shorts platform include cinematic heavyweights like Anurag Kashyap, Sujoy Ghosh, Neeraj Ghaywan, and Tigmanshu Dhulia. Now, with this film, the brand doubles down on its commitment to creating an ecosystem for intelligent, bold narratives that refuse to pander.
Speaking on the campaign, Pernod Ricard India CMO Kartik Mohindra said, “Royal Stag Barrel Select Shorts has evolved into creating an ecosystem that brings world-class narratives to curious and discerning audiences, thus becoming the destination for short films in India. With our new thematic campaign, For the Select Ones, we continue this next chapter of our brand’s select storytelling journey by celebrating those who embody success through their distinct choices.”
“This film is a quiet tribute to the art of choosing well. In a world overflowing with options, true identity is shaped by what we say no to as much as what we embrace. The process of creating this story with Rajkummar Rao and Patralekha was about capturing that subtle, internal journey, where each choice becomes a building block of a legacy. It aligns beautifully with the Royal Stag Barrel Select Shorts ethos of celebrating individuals with a refined eye and fearless vision,” expressed FCB NEO CCO Mayuresh Dubhashi.
Sharing his thoughts, Rao said: “Over the years, I’ve learned that true success lies in staying authentic and making choices that reflect who you are at your core. Whether it’s in the characters I play or the decisions I make in life, I’ve always aimed to strike a balance between substance and intention. For the Select Ones is a powerful reflection of that mindset— valuing integrity, thoughtfulness, and individuality. I’m proud to be part of Royal Stag Barrel Select Shorts’ campaign that celebrates the strength of discerning choices.”
Adding her perspective, Patralekha said: “Throughout my journey, I’ve always believed in carving my own path. I’ve long admired the short films from Royal Stag Barrel Select Shorts for their depth, craft, and storytelling. Their narrative closely aligns with my belief in making choices that reflect true artistic vision. I’m honoured to collaborate with a brand that champions discernment and excellence.”
Backed by a high-voltage amplification plan, the campaign is set to inspire a generation that values thoughtful ambition — a salute to those who refuse to settle.
MUMBAI: The Bombay high court has thrown a wrench into Maddock Films’ plan to skip the cinemas and take Bhool Chuk Maaf straight to Amazon Prime Video. In a dramatic turn, the court issued an interim stay on the film’s OTT release, siding with PVR Inox in a fierce Rs 60 crore legal battle.
The courtroom clash erupted after Maddock Films, citing “heightened security drills across the nation” amid an India-Pakistan conflict, decided to ditch the planned 9 May theatrical release and launch the Rajkummar Rao and Wamiqa Gabbi starrer directly online on 16 May. But PVR Inox, which had already geared up for the theatrical launch, wasn’t having it.
PVR Inox’s counsel, Dinyar Madon, told the court that Dinesh Vijan’s Maddock had breached a 6 May contract that locked the film into an eight-week theatrical run before any streaming release. “The producers pulled the plug on the deal just a day before the release,” he argued. The multiplex giant demanded Rs 60 crore in damages.
Maddock’s defence, led by Venkatesh Dhond, tried to wriggle out, claiming the eight-week clause only mattered if the film actually released in cinemas. But justice Arif Doctor wasn’t convinced. He pointed out that PVR Inox had already reserved screens, promoted the film, and sold tickets. Cancelling at the last minute, he said, would damage the multiplex chain’s reputation and goodwill.
The showdown is far from over. Maddock Films must now file a response before the next hearing on 16 June.
In the meantime, Bhool Chuk Maaf is stuck in limbo — a family entertainer without a family to watch it.
MUMBAI: Truebalance, has launched the second phase of its Aapki Har Zaroorat Ka Saathi campaign, now featuring acclaimed actor Rajkummar Rao. Following the success of the first phase with Priyamani and Divya Dutta, the new segment continues the brand’s mission of positioning Truebalance as a reliable financial partner for quick and accessible personal loans.
The initial campaign featured Priyamani and Dutta, highlighting real-life financial challenges. In one advertisement, Priyamani helps Dutta secure funds for her daughter’s sports kit, showcasing the ease of obtaining a loan through Truebalance. Another story portrays Priyamani assisting her brother in arranging money for their grandfather’s knee surgery, demonstrating the platform’s hassle-free, paperwork-free loan process.
Building on this, the second phase introduces Rao, whose relatable persona reinforces Truebalance’s commitment to financial empowerment. His storyline centres on assisting a friend with an urgent financial need, highlighting the platform’s speed, security, and accessibility.
Despite advancements in digital lending, financial services remain inaccessible in many Tier two, Tier three, and rural regions. Truebalance addresses this gap by offering millennials, salaried professionals, and self-employed individuals instant access to credit through its user-friendly digital lending app.
“As a brand, we are committed to simplifying credit access for evolving financial segments. This campaign with Rao, Priyamani, and Dutta reaffirms our role as a dependable financial partner,” said Balancehero India CMO Ashish Aggarwal.
Backed by its own NBFC, True Credit, Truebalance continues to expand its services through a marketplace model, integrating a range of financial solutions to cater to its growing customer base.
The Aapki Har Zaroorat Ka Saathi campaign underscores Truebalance’s dedication to financial empowerment and accessibility, helping millions confidently navigate their financial journey.
MUMBAI : Vim’s latest campaign, Equal Vows, takes a fresh look at household equality with film couple Rajkummar Rao and Patralekha Paul Rao. Tackling the age-old divide in domestic chores, the campaign challenges traditional gender roles and encourages couples to share responsibilities as true partners.
The campaign’s ad film follows a young couple, Isha and Nimit, who host Rajkummar and Patralekha for dinner. When Isha’s mother questions why Nimit is washing dishes, the conversation shifts to the true meaning of partnership in marriage. The film ends with Isha and Nimit pledging to share household duties equally.
HUL head of home & hygiene Ashwini Rao said, “Household chores, especially after marriage, often fall disproportionately on women. Through ‘Equal vows,’ we aim to challenge these ingrained perceptions and promote true partnership in relationships.”
Rajkummar and Patralekha, who embody these values in their own lives, expressed their support for the campaign. “We believe in sharing responsibilities at home Patralekha enjoys cooking, and I do the dishes. It’s a simple yet important way to show mutual respect,” said Rajkummar.
The campaign extends beyond television and digital platforms, with Vim partnering with Bharat Matrimony to engage soon-to-be-married couples. Celebrities such as Tanvi and Rohan, along with comedian Varun Grover, have also joined the movement, sharing their commitment to equal partnerships.
MUMBAI: Remember the days of frantic scrambles for exact change with rickshaw drivers, the despair of handing over a Rs 500 note, and the resigned sigh when left without small notes? Then came the game-changer: Unified Payments Interface (UPI), India’s very own digital savior, swooping in like Superman to transform not just transactions but lives — everyday payments into seamless, one-tap solutions. Life has since taken a fast track to convenience, where paying for chai or groceries no longer requires mental mathematics.
Fast forward to 2024, India’s fintech market is now a behemoth, estimated at an eye-watering $111.14 billion, with projections soaring to $421.48 billion by 2029 at a CAGR of 30.55 per cent, according to Mordor Intelligence. It’s a story of rapid growth, innovation, and a market ripe with opportunities.
Amid this transformative boom stands Cashfree Payments, a trailblazer reshaping how India transacts. With a bold new tagline, “Move Fast”, and a high-octane marketing campaign featuring the versatile Rajkummar Rao (insights in our exclusive earlier piece), Cashfree Payments is running at full throttle to define the future of payments. In an exclusive conversation with Indian Television’s Sreeyom Sil, Cashfree Payments, head & senior director of marketing, Aditi Olemann, dives deep into the strategy, the vision, and the high stakes behind staying ahead in this competitive space.
From nostalgia to numbers, from convenience to cutting-edge marketing, this tete-a-tete with Olemann is your front-row ticket to behind the scenes of the campaign, offering a glimpse into how the brand is shaping India’s payment future.
Curious?
Read on for a story of speed, strategy, and a little bit of magic in the world of fintech.
Edited excerpts
On the reasons why Cashfree Payments chose “Move Fast” as its new tagline.
Since our inception, we’ve prioritised building a future-proof digital payments ecosystem. Speed, security, and seamlessness have always been at the heart of our operations. Over the past decade, we’ve observed that businesses consistently value speed—whether it’s onboarding, transactions, or resolving issues. “Move Fast” encapsulates our commitment to empowering businesses with the agility they need to thrive. This tagline reflects our vision to be a catalyst for growth in a fast-paced, digital-first economy.
On what led to the selection of Rajkummar Rao – who seems like an unconventional choice for a fintech brand.
Rajkummar Rao exemplifies versatility, reliability, and boldness—qualities that mirror our ethos. His career is a testament to taking calculated risks, challenging norms, and delivering impactful performances. At Cashfree Payments, we strive for the same—redefining the fintech landscape with innovative solutions that solve real-world challenges. Rajkummar’s journey aligns perfectly with our narrative of breaking boundaries to create meaningful change. His dynamic persona brings authenticity and energy to our campaign, making the message resonate deeply with our audience.
On how messages are being tailored to different platforms and channels.
Our multi-channel strategy is designed to engage diverse audiences effectively. Collaborating with OML and our internal teams, we’ve created a campaign spanning OOH, digital, social, and print media. For instance, hoardings in startup hubs like Bangalore, Gurugram, and Mumbai target budding entrepreneurs, while digital and social media focus on engaging tech-savvy audiences. Each channel conveys our core message of “Move Fast” while adapting its tone and delivery to suit specific segments, ensuring maximum recall and impact.
On some behind-the-scenes insights into the making of the corporate film.
The corporate film encapsulates our brand’s promise of empowering businesses with speed and agility. Featuring Rajkummar Rao, it combines high-energy visuals with relatable storytelling to depict real-world business scenarios. Our goal was to create a film that is both informative and engaging. Every aspect, from scripting to visuals, was meticulously crafted to highlight our offerings—seamless onboarding, smooth transactions, and unparalleled support. The film reflects the passion and dedication of our team and beautifully conveys the essence of “Move Fast.”
On the specific challenges Cashfree Payments address for businesses.
Businesses face hurdles like delayed issue resolution, fraud risks, and complex compliance requirements. At Cashfree Payments, we tackle these challenges head-on. Our dedicated support teams ensure industry-leading resolution times, while tools like Risk Shield offer proactive fraud monitoring. Additionally, real-time compliance updates keep businesses ahead of regulatory requirements. Our approach blends cutting-edge technology with personalised service, enabling businesses to resolve issues swiftly and focus on scaling their success.
On how the campaign bridges the gap between startups and large enterprises.
Our solutions cater to over six lakh merchants, ranging from startups to large enterprises. For startups, we emphasise simplicity and speed, providing seamless onboarding and intuitive tools. For larger businesses, we focus on advanced capabilities like payment orchestration and fraud monitoring. The “Move Fast” campaign unifies these offerings under a single, impactful message. By showcasing our adaptability and commitment to all business sizes, we aim to reinforce trust and drive adoption across the spectrum.
On the KPIs that will measure the success of this brand refresh.
In the short term, we are focusing on increased brand recall and consideration. Over the long term, key metrics include adoption rates of new services, customer retention, and revenue growth. These KPIs will help us gauge the campaign’s effectiveness in enhancing visibility and delivering sustained value to the business.
On how the campaign simplifies complex fintech concepts for non-technical stakeholders.
We’ve made a conscious effort to translate technical advantages into tangible outcomes that resonate with all stakeholders. For example, faster settlements improve cash flow, while seamless integrations enhance operational efficiency. The campaign uses real-world scenarios and relatable narratives to demonstrate these benefits, ensuring clarity and impact.
On how the brand refresh prepares Cashfree Payments for long-term growth.
This refresh solidifies our position as an agile and forward-thinking partner in the fintech space. By emphasising speed, reliability, and innovation, we’re well-equipped to navigate regulatory changes, technological advancements, and evolving customer expectations. It’s a strategic step towards ensuring resilience and sustained growth in a competitive digital economy.
MUMBAI: When the magic of Bollywood meets the momentum of fintech, you know something extraordinary is brewing!
Imagine the thrill when two of the world’s favorite obsessions-money and movies-come together under one spectacular campaign.
Cashfree Payments, India’s leading payments and API banking platform, has just made a blockbuster move by launching its electrifying brand campaign, ‘Move Fast,’ and roping in the versatile and much-loved Rajkummar Rao as its brand ambassador. A strategic power play that blends speed, agility, and innovation, this campaign is all set to fuel India’s digital dreams. And while Rao’s charm graces the campaign, we can’t help but hope he leaves “Stree” behind and steps into a fast-paced, tech-powered future!
The Move Fast campaign features a dynamic digital film starring Rao, portraying how Cashfree Payments empowers merchants of all sizes with seamless onboarding, faster payments, and unparalleled support. With its sharp focus on agility, the campaign positions Cashfree Payments as the go-to solution for businesses seeking efficiency and reliability in their payment operations.
Cashfree Payments, CEO & co-founder, Akash Sinha shared the vision behind the campaign, “We are excited to welcome the talented Rajkummar Rao as the brand ambassador. Our refreshed brand centres around one core idea: ‘Move Fast’. With us, businesses can adapt and grow confidently, knowing we support their evolving needs. ‘Move Fast’ isn’t just about the present; it’s about partnering with businesses for the future and empowering them to stay ahead of the curve. With Rajkummar Rao onboard, this campaign reinforces our commitment to providing businesses with the speed, flexibility, agility and support they need to grow and thrive in an ever-evolving digital world.”
The campaign emphasises Cashfree Payments’ industry-leading services, including one-day onboarding, swift issue resolution, and reliable settlements, ensuring minimal disruption to businesses. Its tagline, Move Fast, encapsulates the brand’s mission to support businesses in overcoming barriers and unlocking growth.
Sharing his excitement, Rao commented, “I am thrilled to be part of the Cashfree family. Today, digital payments have become an integral part of our daily lives, making transactions smoother and more efficient. Partnering with a brand that has been at the forefront of the fintech revolution and empowering Indian businesses to scale and move fast is both inspiring and rewarding. I’m proud to be a part of this journey.”
Campaign Highlights
. The campaign features a digital brand film conceptualised by Cashfree Payments’ in-house team in collaboration with OML, showcasing the brand’s agility and innovation.
. A refreshed logo incorporates the tagline Move Fast to reinforce the message across platforms.
. The campaign leverages digital channels, outdoor advertising, and offline platforms, going live on 9 December 2024.
Cashfree Payments, head & senior director of marketing, Aditi Olemann outlined the broader vision, “At Cashfree Payments, we are shaping the future of digital payments by making them inclusive and accessible to businesses of all sizes—whether it’s a startup in a small town or a large enterprise in a metro city. Our new tagline, ‘Move Fast,’ embodies the core of what we deliver: speed, reliability, and operational efficiency. With this brand refresh, we’ve reimagined Cashfree Payments to not only reflect our growth and evolution but also to capture the exciting path we’re charting for the future.”
With services trusted by over six lakh businesses, Cashfree Payments processes over $80 billion in transactions annually. Its innovative solutions, including Secure ID, flowWise for payment orchestration, and Risk Shield for fraud monitoring, have set benchmarks in the fintech sector.
As Cashfree Payments deepens its presence in India, the company is also expanding its operations globally, particularly in the UAE through its acquired partner, Telr. Its focus remains on redefining how businesses approach payments, onboarding, and growth.
Mumbai: IFP’s 14th edition, held on 12-13 October 2024, at Mehboob Studios, Mumbai, attracted a footfall of over 15,000 attendees. The event celebrated creativity across films & OTT, music, literature, writing, storytelling, photography, design, art, and comedy, featuring a range of sessions, workshops, masterclasses, live performances, mixers, debate rings, and challenges.
Day one opened with Hollywood actor Joseph Gordon-Levitt and Rajkummar Rao discussing the art of character embodiment and Gordon-Levitt’s HitRecord platform. Other notable sessions included a roundtable on film production with Aparna Purohit, Guneet Monga, and Ronnie Lahiri; Vidhu Vinod Chopra’s insights on becoming an auteur; and a conversation on reviving comedy with Rajesh A Krishnan and Kunal Kemmu. A special session, Making of Man Woman Man Woman, featured Naseeruddin Shah, Ratna Pathak Shah, Imaad Shah, Sanah Abbott, and Tarun Dhanrajgir. Additional sessions included ‘The Comic Battle: Anybody Can Boing!’ with Aparshakti Khurana and Sayani Gupta, ‘Inside the Mind of a Music Supervisor’ with Ankur Tewari and Dot, ‘Aesthetics of the Gram: Vertical Cinema’ with Maroof Culmen, Dolly Singh, Sejal Kumar, and Mansi Ugale, ‘Journey of a Joke’ with Saurabh Shukla and Abish Mathew, and ‘Crew Cut’ with Jim Sarbh, Zoya Hussain, and Bosco-Caesar.
Day two began with Shoojit Sircar’s session on crafting subtlety in cinema. Other highlights included ‘Qisse with Kopal’ featuring Sharvari Wagh and Kopal Khanna, ‘Many Shades of Kartik Aaryan’ with Kartik Aaryan, ‘On Subverting Narratives’ with Chhaya Kadam, and ‘Collaborative Creation: Harnessing AI in Art and Cinema’ with Rob, Kabir Khan, and Toosid. Kanika Dhillon and Taapsee Pannu discussed ‘Making of a Modern Pulp’, while William Dalrymple spoke on ‘Walking the Golden Road’. The ‘Musicians Who Broke the Internet’ session featured Nikhita Gandhi, Sai Abhyankkar, Yashraj, and Chaar Diwaari, while the ‘Stars of Tomorrow’ panel included Sparsh Shrivastava, Tanya Maniktala, Abhay Verma, and Pratibha Ranta, and ‘Brut Generation’ featured Aditi Rao Hydari.
The festival also honored winners of IFP’s 50-hour challenges across filmmaking, music, design, performing arts, writing, and photography, with over 54,000 participants globally. In addition to the sessions, the event featured debate rings, open mics, mixers, and live acts, capturing the festival’s creative spirit.
IFP founder Ritam Bhatnagar expressed, “We are thrilled to announce that the fourteenth season of IFP has been truly extraordinary, marking a significant milestone in the festival’s history. Over the past thirteen years, we have consistently witnessed exceptional engagement from both participants and attendees. This year, however, surpassed our highest expectations. A standout moment was the inaugural visit of acclaimed actor Joseph Gordon-Levitt to India specifically for IFP. Furthermore, remarkable speakers from various creative fields greatly enriched the conversations. It’s worth noting that participants from 42 countries and attendees from nine countries joined us, making this a truly global festival.”
Mumbai: Catch the world television premiere of Mr & Mrs Mahi, starring Rajkummar Rao and Janhvi Kapoor, on 19 October at 8 pm on &pictures. The film follows Mahendra and Mahima as they navigate the challenges of marriage, family, and personal aspirations.
With Rajkummar Rao’s nuanced performance and Janhvi Kapoor’s charm, the story highlights the balance between individual dreams and familial expectations. It showcases the importance of support and resilience in relationships, emphasizing how love can drive personal growth and strengthen bonds. Don’t miss this inspiring tale of love and partnership.
Mumbai: As the entire nation celebrates the auspicious occasion of Ganesh Chaturthi, BIG FM, one of India’s leading radio networks, marks the 17th edition of its highly acclaimed initiative – BIG Green Ganesha. Launched in 2008, this purpose-driven campaign has been continuously evolving, promoting environmental awareness and encouraging communities to celebrate Ganesh Chaturthi responsibly. This year, BIG FM, in association with the Maharashtra Pollution Control Board (MPCB) and powered by Re Sustainability and Recycling Private Limited, is making eco-friendly and plastic-free celebrations even more accessible, further solidifying its role in driving sustainable festivities for a cleaner, greener tomorrow.
The radio network will be unveiling a special BIG Green Ganesha song performed by the renowned singer Akriti Kakar, adding a festive and musical touch that inspires listeners to embrace sustainable practices. Celebrities like Rajkummar Rao, Patralekha, Sunny Leone, Esha Deol and Palak Muchhal amongst others are supporting the cause, promoting sustainable and eco-friendly celebrations nationwide.
A key highlight of this year’s campaign has been the recognition of ‘Green Heroes,’ individuals who are taking significant steps to adopt and promote eco-friendly practices during Ganesh Chaturthi. Over 10 days, BIG FM’s RJ Rani has been spotlighting these champions by visiting them at their homes, presenting each with an eco-friendly Ganesha idol and a green certificate to honour their commitment to sustainability. These Green Heroes have also been sharing their inspiring stories on air, motivating others to follow in their footsteps.
BIG FM COO Sunil Kumaran shared, “Even though awareness about environmental conservation has been growing, many people still overlook eco-friendly practices when selecting idols and decorations for Ganesh Chaturthi. With BIG Green Ganesha, we have consistently aimed to create sustainable changes in how this beloved festival is celebrated. Each year, we introduce new ways for listeners to engage in eco-friendly practice and we believe that by making sustainability more accessible and encouraging community participation, we can create a lasting, positive impact. This campaign is about fostering a culture of responsibility and care, ensuring that our celebrations respect both tradition and the environment.”
In addition to Mumbai, the BIG Green Ganesha initiative is being celebrated across Hyderabad, Gujarat, Bangalore, Pune, the Rest of Maharashtra and Goa. In these markets, the campaign is highlighting and promoting sustainable Ganesha celebrations through various on-ground activities. BIG FM’s on-air promotions, RJ advocacy and digital contests are instrumental in spreading the message. Listeners are tuning in to exclusive RJ interviews with celebrities and Eco Bhakts, who are sharing their personal stories and inspiring others to join the eco-friendly movement.
