ITV

Tag: X

  • Old shows, new sparks as Waves OTT lights up Diwali nostalgia

    Old shows, new sparks as Waves OTT lights up Diwali nostalgia

    MUMBAI: Some memories never buffer. Waves OTT, India’s national freemium streaming platform powered by Prasar Bharti, is taking viewers down memory lane this festive season with its heartwarming campaign, “Diwali ki Yaadein”. Conceptualised by Creativeland Asia, the film rekindles India’s shared nostalgia through the glow of old screens and the warmth of family bonds.

    The campaign tells a tender story of a daughter and her mother separated by distance but united by memory who rediscover their emotional connection through the superhit classics they once watched together. Now streaming on Waves OTT, those timeless shows Fauji, Byomkesh Bakshi, Malgudi Days, and more return as the heartbeat of an era, inviting both long-time fans and first-time viewers to experience their charm anew.

    Through this campaign, Waves OTT captures the emotional essence of Diwali as more than a festival of lights, it’s a season of belonging, of sitting together, of laughter echoing through living rooms. The film’s warm, nostalgic tone taps into the collective memory of an India that grew up around a single TV set, waiting eagerly for its favourite evening show to begin.

    Crafted with an old-world charm, “Diwali ki Yaadein” shows that while technology has changed how we connect, the emotions remain timeless. Whether it’s Fauji’s youthful energy or Byomkesh Bakshi’s cerebral intrigue, Waves OTT brings back the spirit of Indian storytelling that once defined national evenings.

    The campaign extends across social media, with the film streaming on Instagram, Facebook, X, and Youtube, allowing audiences everywhere to join in the collective celebration of India’s television heritage.

    By bridging the old with the new, Waves OTT is not just reviving nostalgia, lighting up memories, one classic at a time. Because this Diwali, it’s not just about lights, camera, action, it’s about lights, connection, affection.

     

  • Flipkart bags a trip as Marriott Bonvoy turns carts into passports

    Flipkart bags a trip as Marriott Bonvoy turns carts into passports

    MUMBAI: Who knew a pair of “Bali earrings” could land you in Bali? Or that “Korean skincare” could be your boarding pass to Seoul? Flipkart and Marriott Bonvoy have pulled off India’s first dual loyalty integration, proving that sometimes your cart really can take you places.

    The campaign, cheekily titled “Your Cart Takes You Places” by 22Feet Tribal Worldwide, hijacks Flipkart’s own search bar. The agency crunched through 300-plus keywords and cherry-picked the top 10 that doubled up as travel destinations. For two weeks, when users typed in searches like “Bali” or “Korean skincare,” the dropdown offered not just products but also Marriott Bonvoy stays in Bali or South Korea.

    It’s a neat twist on loyalty turning points and purchases into serendipitous upgrades. And the films that accompany the campaign pile on the humour, showing shoppers obliviously browsing their way closer to dream getaways.

    “Our partnership with Flipkart is a first-of-its-kind move that connects two different worlds everyday shopping and global travel through a shared loyalty currency,” said a Marriott International spokesperson. “We’re making rewards interchangeable and aspirational while still being local and accessible.”

    A Flipkart Travel spokesperson agreed, “This partnership bridges shopping and travel. Integrating Marriott Bonvoy into Flipkart search makes discovery delightful, and connecting Flipkart Supercoins with Marriott Bonvoy creates a more meaningful rewards ecosystem.”

    The creative spark came from simple human envy, according to 22Feet Tribal Worldwide national creative head Vishnu Srivatsav, “A unique partnership needed a unique experience. We didn’t just treat it as advertising but built on the experience itself. It drew from search habits on Flipkart, and when we told the story, we leaned on envy.”

    The campaign didn’t stop at Flipkart’s app. It spilled over to X (formerly Twitter) with chatter around “happy accidents,” rolled out influencer collaborations on social media, and nudged users to link accounts for a seamless shop-to-stay journey.

    At its heart, the campaign makes one point clear: every click on Flipkart could be a step closer to a Marriott Bonvoy check-in. Suddenly, loyalty feels less like points and more like postcards.

  • Indusind Bank celebrates festive joy of giving with ‘Account bada toh dil bada’

    Indusind Bank celebrates festive joy of giving with ‘Account bada toh dil bada’

    MUMBAI: This festive season, Indusind Bank is making generosity go viral! The bank has launched its new campaign ‘Give More Get More’, built around the touching theme “Account bada toh dil bada”: a reminder that when savings grow, so does the ability to spread happiness.

    At the heart of the campaign is an emotional film that follows a humble baker and his son. The story shows how the son, empowered by Indusind Bank, fulfils his father’s lifelong dream of owning a bakery shop. The moving narrative underlines the campaign’s philosophy: financial growth isn’t just about wealth, it’s about the joy of giving.

    To complement the film, the bank is rolling out festive offers across its products and services, including: up to 50 per cent off on processing fees for loans such as home, vehicle, personal, and loan against property, and special debit and credit card deals across 15 plus leading brands like Vijay Sales, Goibibo, Zomato, and Bigbasket.

    The campaign also extends to a series of short, snappy digital films released on Instagram, Facebook, X, Linkedin, and Youtube. These spotlight Indusind Bank’s offerings, from instant loans to Indie for business, showcasing how the bank makes everyday banking simpler and more rewarding.

    With ‘Give more get more,’ Indusind Bank is reminding customers that the festive season is not just about receiving, it’s about giving more love, more joy, and more reasons to smile.

     

  • Karnataka court tells X it must bow to Indian content rules

    Karnataka court tells X it must bow to Indian content rules

    BENGALURU: X has lost its battle against India’s content regulators. The Karnataka high court today rejected a petition by Elon Musk’s social-media company challenging the government’s authority to issue information-blocking orders.

    “Social media needs to be regulated, and its regulation is a must, more so in cases of offences against women,” declared justice M. Nagaprasanna. The court warned that without proper oversight, citizens’ constitutional right to dignity would be “railroaded.”

    X, formerly Twitter, had argued that only specific provisions of the Information Technology Act gave officials the power to block content. The company wanted a declaration that section 79(3)(b) of the 2000 act did not empower government officers to issue such orders. Instead, it claimed only section 69A, combined with 2009 blocking rules, provided the proper legal framework.

    The platform also sought to avoid joining the government’s Sahyog portal, a compliance mechanism for social-media companies.

    After months of hearings that concluded in late July, justice Nagaprasanna delivered a stinging rebuke to X’s American-style free-speech arguments. “Information and communication has never been left unchecked and unregulated,” he noted. “American judicial thought cannot be transplanted into the soil of Indian constitutional thought.”

    The Centre had opposed X’s petition, arguing that unlawful content deserved less constitutional protection than legitimate speech. The ruling reinforces India’s increasingly assertive approach to regulating global tech platforms, requiring them to comply with local content standards regardless of their corporate preferences.

    The decision comes as India tightens its grip on social media, with companies facing mounting pressure to remove content deemed harmful to public order or national security.

  • Inkhabar inks success as originals hit 25 million digital viewers

    Inkhabar inks success as originals hit 25 million digital viewers

    MUMBAI: Lights, camera, traction, Inkhabar’s digital originals are rewriting the playbook. The news and content platform has struck gold with the launch of three flagship shows Mayanagri, Bahi Khata, and Sair Sapata already captivating over 25 million viewers across Youtube, Instagram, X, Facebook, and its own platforms.

    Mayanagri has exploded into a pop culture magnet, moving far beyond Bollywood chatter to become the go-to hub for celebrity exclusives, sharp film reviews, and lifestyle trends. Its glamour-meets-grit format has not just caught eyeballs but shaped conversations and aspirations, making it an irresistible destination for advertisers targeting India’s youth-driven luxury and lifestyle segments.

    Meanwhile, Bahi Khata has turned financial jargon into prime-time clarity, decoding IPO trends, market swings, and investment strategies into sharp insights digestible for both seasoned investors and curious beginners. Its sibling Sair Sapata captures the colours, flavours, and stories of everyday India, blending travel, culture, and lifestyle into a vibrant visual diary that resonates deeply with digital-first audiences.

    For brands, these shows have become more than content, they’re communities. “These original IPs are thriving spaces where millions of viewers feel at home. For advertisers, they represent trusted platforms to engage authentically,” said ITV Network Digital CEO Akshansh Yadav.

    Echoing this ITV Foundation chairperson Aishwarya Pandit Sharma added, “Platforms like Inkhabar are no longer just news outlets. They’re content powerhouses building original formats that audiences crave, creating fertile ground for brands to integrate seamlessly.”

    With 25 million strong viewership already under its belt and momentum on its side, InKhabar’s originals are fast becoming premium stages where ambition, exploration, and discovery meet and where advertisers can’t afford not to play.

  • Comscore report: Influencers now spark 36 per cent of global social media engagement — and India’s creator economy is on fire

    Comscore report: Influencers now spark 36 per cent of global social media engagement — and India’s creator economy is on fire

    MUMBAI: Move over, legacy media. In today’s scroll-happy world, social influencers are the new empire builders — and India is leading the charge. According to The Social Influencers  Report: India Edition 2025 by Comscore, content creators are now responsible for a staggering 36 per cent of all user engagement across Facebook, Instagram, X, and TikTok worldwide.

    And in a market where 1.4 billion people live online-first lives, the stakes — and returns — are massive. Whether it’s a viral reel from a beauty guru, a fiery political post, or a behind-the-scenes cricketer vlog, influencers are driving India’s digital heartbeat — and shaping brand strategy, platform growth, and content monetisation at scale.

    India’s top influencers? They are politicians and cricketers — with engagement numbers that rival primetime TV.  The data reveals some headline-stealing names. Prime minister Narendra Modi continues to dominate social media, generating 5.4 million monthly actions on Facebook and a further 10.8 million on X — more than many entertainment networks combined.

    Meanwhile, stars like KL Rahul, Rashmika Mandanna, and Hardik Pandya are keeping fans hooked across Instagram and YouTube. Beauty creator Parul Garg smashed viewership charts with 441.2 million views, proving that makeup and relatability are a power combo.

    Forget followers — engagement is the only currency that counts.  The report makes one thing clear: follower counts are yesterday’s news.

    “That influencer with 500K followers might be getting ghosted by their own audience,” says Comscore. “It’s engagement — likes, comments, shares — that reflects real influence.”

    The advice to brands? Dump the vanity metrics. Invest in creators who spark emotional responses, drive interactions, and know how to move the needle.

    Timing is everything: the best posting windows for Indian influencers to help you to ride the engagement wave. Know when your audience is listening. The report maps out the sweet spots across platforms:

    * Instagram: Mon–Wed mornings (10–11 am) and daily evenings (4–7 pm)
    * Facebook: Late mornings and afternoons, especially early in the week
    * X (formerly Twitter): 8–9 am daily and post-9 pm Mon–Tues
    Fridays and Saturdays? Surprisingly flat. Sunday evenings, on the other hand, are primed for attention.

    Virtual influencers are here — and they’re outperforming humans. The AI influencers are no longer gimmicks — they’re headline acts. Digital avatars like Lil Miquela, Aitana López, and Brazil’s Lu do Magalu are rewriting the rules of influence. These virtual personalities:don’t age, cancel, or misbehave; post consistently across markets and  adapt voice, tone, and look for hyper-local relevance.

    They’ve fronted campaigns with brands from Calvin Klein to LiquidIV, clocking millions of views without ever stepping into a makeup chair or selfie booth.

    Bonus: no diva demands, PR disasters, or DM leaks.

    The biggest takeaway? If you’re still treating influencer marketing like a side hustle, you’ve already lost.

    “Creators aren’t just content providers,” says the report. “They’re media buyers, storytellers, and brand equity multipliers rolled into one.”

    Brands must integrate influencer strategy across all touchpoints — from digital to social to streaming — or risk being drowned out by competitors who do.

    Final word: in the creator economy, fast movers win — the rest scroll behind. The competition is brutal. The smartest brands are already locking in creators with proven audience trust, emotional resonance, and multichannel command. And if you’re still running single-platform strategies in 2025? “You’re flying blind,” warns Comscore. “Your audience is watching TikToks, scrolling Insta, and doomscrolling X — often in the same hour. Get the full footprint or get forgotten.”

  • Kabaddi scores a social touchdown with multilingual digital slam

    Kabaddi scores a social touchdown with multilingual digital slam

     MUMBAI: They tackled language barriers like a raider takes on defenders and came out with the trophy. The Pro Kabaddi League (PKL) has added a digital feather to its cap, bagging the ‘Social Media Campaign’ award in the Multilingual Campaign category at the ET Brand Equity Trendies 2025. The win celebrates PKL Season 11’s innovative and inclusive digital engagement strategy, executed by Mashal Sports in collaboration with Sportz Interactive, which saw fans across linguistic and cultural divides connect like never before.

    Held from October 18 to December 29, 2024, Season 11 wasn’t just action-packed on the mat, it was a slam dunk online too. The campaign’s multilingual format reached deep into regional fanbases, ensuring that the raiding and defending didn’t just speak one language, but many.

    The digital blitz hit the sweet spot, delivering high engagement across platforms like Instagram, Youtube, Facebook, X, and the Pro Kabaddi app, with vernacular content crafted for fans from every corner of the country. The league’s social-first, fan-first approach resonated with a wide base, helping PKL boost brand affinity and reinforce its position as one of India’s most loved sporting leagues.

    And the kabaddi action doesn’t stop there. The buzz now shifts to the Season 12 Player Auction, which will be held on May 31 and June 1, 2025, in Mumbai. Fans can catch Category A auction proceedings live on the Star Sports Network and Jiocinema starting 7 pm on May 31.

    For those who want real-time updates (in the language of their choice, no less), PKL’s Live Auction Centre on prokabaddi.com and the Pro Kabaddi official app will be the go-to. With the social handles prokabaddi across platforms staying in beast mode, fans can expect another season of full-contact, full-volume entertainment on and off the mat.

    If Season 11 was about digital dominance, Season 12 promises to be a perfectly executed raid into uncharted fan territories.

  • Flipkart and vivo T4x’s Suvidha Ke Liye Khed Hai sparks viral sensation

    Flipkart and vivo T4x’s Suvidha Ke Liye Khed Hai sparks viral sensation

    MUMBAI: The launch of vivo T4x on Flipkart took an unexpected turn with the Suvidha Ke Liye Khed Hai campaign, conceptualised by creative and entertainment agency Only Much Louder (OML). The campaign quickly captured public attention, becoming a viral sensation and securing the top trending spot on X (formerly Twitter).

    Rather than promoting convenience as a benefit, OML took a fresh approach highlighting the unintended ‘problem’ caused by a device that eliminates everyday struggles. The vivo T4x, powered by a Mediatek Dimensity 7300 Processor and a massive 6500mAh battery, removes common frustrations like lag, buffering, and battery drain, leaving users without an excuse for breaks or distractions. This clever spin resonated widely, sparking conversations across social media.

    Executed through a trans-media strategy, the campaign seamlessly integrated high-impact OOH placements, digital activations, and website integrations to maximise engagement. A standout moment was Flipkart’s playful ‘formal apology’ for making life too easy, which became a major talking point online. Influencers such as Riyaz Ali and Byomkesh joined the conversation, while meme pages like Naughtyworld, Laughtercolours, and The Sarcastic Page amplified the campaign’s reach with viral content.

    OML SVP revenue Pankaj Malani, commented, “We’ve all experienced the frustration of a phone running out of battery at the worst possible moment whether mid-game, during a binge-watch session, or on an important call. Working with Flipkart, we turned this universal experience into an engaging narrative, highlighting how the vivo T4x’s 6500mAh battery ensures uninterrupted usage, leaving no room for excuses.”

    By turning convenience into an unexpected dilemma, the campaign struck a chord with audiences across demographics. The humorous messaging and innovative execution ensured that the vivo T4x launch was not just another product release but a widely shared cultural moment.
     

  • Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign

    Simply Fresh stirs up kindness with ‘Bura Na Karo’ Holi campaign

    MUMBAI: Holi is known for its riot of colours, but Simply Fresh, the flagship brand of BN Group, is adding a different shade to the festival kindness. In its latest campaign Bura Na Karo, the brand reinterprets the popular Holi phrase “Bura Na Mano Holi Hai”, encouraging people to celebrate without causing discomfort to others.

    The heartwarming film follows two mischievous teenagers who attempt to scare little Jugnoo by warning him of an impending colour ambush. However, as the flames of Holika Dahan rise, so does their understanding of true celebration. The festival’s core message, the triumph of good over evil, sparks a change of heart, reminding them that Holi is best enjoyed with joy, not intimidation.

    “The essence of Holika Dahan is about burning away negativity and embracing goodness. Through Bura Na Karo, we want to reinforce our philosophy of Rakho Iraade Fresh—fresh intentions for a better world,” said BN Group chief marketing officer Kiran Giradkar. “Just as we ensure our products remain fresh and pure, we believe in promoting fresh perspectives that foster kindness and inclusion.”

    The campaign is live across Instagram, Facebook, YouTube, and X, urging people to share their own #FreshIraade—pledges towards conscious, positive actions. With this initiative, Simply Fresh continues to weave cultural values into its brand philosophy, proving that some traditions are best celebrated with a fresh perspective.

  • Bigg Boss Season 18 shatters records with 205+ million viewers across TV & digital

    Bigg Boss Season 18 shatters records with 205+ million viewers across TV & digital

    MUMBAI: Another season of drama, strategy, and nail-biting eliminations has come to a close, and Bigg Boss Season 18 has done it again—breaking records, dominating screens, and keeping millions glued to their couches. The reality TV juggernaut raked in a mind-blowing 205+ million viewersh  across TV and JioCinema, with a total of 112 billion viewing minutes (yes, you read that right!). And if that wasn’t enough, social media went into overdrive, racking up 5.6 billion views across platforms, with 2.9 billion views on JioCinema alone. Now, that’s what you call a blockbuster

    JioStar head of revenue – entertainment & international, Ajit Varghese summed it up perfectly, “Year after year, Bigg Boss continues to redefine entertainment, offering brands the ultimate platform to forge deep audience connections. The response to this season has been phenomenal, and we’re excited to push the boundaries even further.”

    Bigg Boss, the crown jewel of JioStar’s entertainment empire, continues to strike gold with its regional editions in Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, and Bengali. With each passing season, the show mirrors society’s evolving dynamics, proving that nothing beats the thrill of watching strangers fight, form alliances, and occasionally (just occasionally) find friendship.

    This year, Bigg Boss Jaante Hain took unpredictability to the next level, with the all-seeing Bigg Boss predicting contestants’ futures. The “Time Ka Tandav” theme was a masterstroke, amplifying the mind games, shock twists, and pulse-racing moments that had fans hooked. Who knew reality TV could be this deliciously dramatic?

    When you pull in numbers like these, it’s no surprise that brands are lining up to be part of the magic. Season 18 had the backing of some of the biggest names, including co-powered partners Belavita, Vaseline, and Parle Hide & Seek, and special sponsors like Ching’s Schezwan Chutney and Berger Paints.

    The sponsorship lineup also featured beauty partner Blue Heaven, hygiene partner Harpic, and home decor partner My Trident, alongside Go Cheese, Macho Sporto, Good Knight, and Galaxy Chocolate as associate sponsors. On the digital front, major players like Vimal, Housing.com, Oppo, LG Hot and Cold AC, and Rapido Cabs amplified the show’s reach, with First Games, Manyavar, Manforce, Kellogg’s Muesli, Roff, Streax, and Swiss Beauty adding to the mix.

    Love it or hate it, you just can’t ignore it. Bigg Boss 18 was an unstoppable force across YouTube, Meta, and X, fueling heated debates, meme storms, and endless discussions. Whether it was contestants’ fiery showdowns, jaw-dropping twists, or unexpected evictions, social media lived and breathed every moment.

    With record-breaking numbers, insane engagement, and a growing fanbase, Bigg Boss has once again proved why it remains India’s most-loved reality show. And if Season 18 was this explosive, we can only imagine what’s in store for next year. Buckle up, because the drama is far from over!