ITV

Tag: YouTube

  • Tips Music turns up the heat with Tamil party anthem Mayangiren

    Tips Music turns up the heat with Tamil party anthem Mayangiren

    MUMBAI: If music is meant to move you Mayangiren might just have you dancing before you know it. Tips Music ltd. has dropped its latest Tamil track, Mayangiren, an all-out party anthem that promises to electrify playlists and pack dancefloors across the globe.

    Directed by Johnavan Lakshman Thomas, Mayangiren bursts with youthful energy, rhythm, and flair, a sonic celebration of freedom and fun. But the real magic begins when Luksimi Sivaneswaralingam takes the mic. The Toronto-born singer, who has previously worked with maestros A.R. Rahman and D. Imman, brings her signature blend of Western polish and South Asian soul to the song, creating a sound that’s as global as it is grounded. Her rich, emotive vocals glide over pulsating beats, lifting the song into instant earworm territory.

    The music, composed by Selojan Srivaratharasan, is an addictive cocktail of thumping percussion, slick synths, and joyous hooks, the kind that makes even the most reluctant dancer tap along. Selojan also mixed, mastered, and produced the track, ensuring that every beat lands with precision and punch. Complementing the sound is Sathyan Ilanko’s clever, relatable lyricism that captures the carefree thrill of letting go, losing oneself to rhythm, and embracing the chaos of a perfect night out.

    But Mayangiren isn’t just a track, it’s an experience. The accompanying music video, bursting with colour, choreography, and celebration, mirrors the song’s vivacity, turning it into a visual fiesta. With its sleek direction and youthful vibe, the video amplifies the energy of the track, making it impossible to resist replaying.

    Speaking about the release, Tips Music said the track embodies the label’s mission to amplify diverse voices and dynamic sounds from across India’s evolving music scene. Over the years, Tips has championed new-age artists who bridge cultural influences while keeping Indian music at the heart of their art and Mayangiren is a shining example of that ethos.

    In a musical landscape dominated by remixes and reboots, Mayangiren stands out for its originality and spirit, a feel-good anthem that’s equal parts desi groove and global pop sheen. With its pulsating soundscape and addictive rhythm, it’s tailor-made for road trips, rooftop parties, and weekend playlists alike.

    Now streaming across all major platforms and lighting up the Tips Tamil Youtube channel Mayangiren is ready to soundtrack your celebrations. So, turn up the volume, forget the world, and as Luksimi sings just mayangiren.

  • Insured in the moment Generali’s here now backs life’s bold new beginnings

    Insured in the moment Generali’s here now backs life’s bold new beginnings

    MUMBAI: There are moments when life changes in a heartbeat, a new home, a long drive, a daring dream dusted off and revived. In those in-between moments, Generali Central Insurance and Generali Central Life Insurance want to be right there not watching from the sidelines but here now.

    With the launch of its first-ever joint brand campaign, aptly titled ‘Here Now’, Generali Central has brewed together its life and non-life arms under one vivid red umbrella. The campaign marks a new chapter for the brand after the Central Bank of India joined the Generali Group as a joint venture partner earlier this year, a union that marries European legacy with Indian trust.

    And it’s not just another glossy corporate film. From a father teaching his son to drive to a woman chasing fitness goals, the campaign celebrates ordinary people doing extraordinary things choosing hope, courage, and a future shaped by intention.

    “‘Here Now’ is a celebration of new beginnings, those brave, hopeful moments when people choose to move forward,” said Generali Central Insurance chief marketing, customer & impact officer Ruchika Malhan Varma. “Our promise of being a Lifetime Partner means standing beside our customers with empathy, protection, and unwavering support.”

    The idea is as simple as it is emotional that the future isn’t something distant and abstract, it’s built right here, in the choices we make now. “Life insurance is deeply personal, it’s about the people you love and the life you’re building,” added Generali Central Life Insurance chief marketing officer Geetanjali Chugh Kothari. “With Here Now, we wanted to speak to people on a human level, celebrating the everyday moments that make life meaningful.”

    The creative baton for this cross-category campaign was passed to VML India, while Dentsu Media India handled media duties. The result? A sleek, emotionally grounded film that trades boardroom jargon for genuine connection. Visually, it carries Generali’s global signature red wings, now framing life’s pivotal moments, a symbol of presence, partnership, and protection.

    In true Generali style, the campaign doesn’t just live on television screens. It rolls out nationwide in nine languages, spanning TV, print, digital, outdoor, and social platforms. To take it closer to consumers, the insurer has forged smart tie-ups with Uber in Mumbai and Delhi, the Mumbai Metro’s Ghatkopar–Versova Line 1, and even Swiggy’s Food and Instamart apps, a clever blend of mobility, daily life, and digital discovery.

    The brand is also going full throttle on sports and entertainment. Expect to spot Here Now during ad breaks in the India–Australia T20s and India–South Africa ODIs, as well as within Kaun Banega Crorepati and popular news shows tapping into audiences where emotion and engagement run high.

    With a national rollout strategy spanning premium OTT platforms like Youtube and Meta, Generali Central is betting big on both reach and recall.

    But beneath the red wings and media muscle lies something more timeless, a brand philosophy that began centuries ago in Trieste and now beats steadily in India’s heartland. “A Lifetime Partner who is always Here Now” isn’t just a tagline; it’s a promise stitched through the campaign’s storytelling, a reminder that protection isn’t about policies, but about presence.

    So as Generali Central steps into its rebranded avatar, its message lands softly but surely: life doesn’t wait, and neither should your insurance.

    Because the best time to be there for your dreams, your people, your tomorrow is here now.

     

  • Kaveri Kapur speaks her mind in Verbal Vomit

    Kaveri Kapur speaks her mind in Verbal Vomit

    MUMBAI: Looks like Kaveri Kapur is done bottling things up. The singer-songwriter and actor has announced her debut podcast, Verbal Vomit, and it’s every bit as bold as its name. After teasing fans for weeks with glimpses of neon-pink chaos, Kaveri finally dropped the trailer on her Youtube channel, confirming that the first episode goes live on 31 October.

    Billed as a space for brutally honest conversations, Verbal Vomit promises to showcase Kaveri in her most unfiltered avatar yet. “I’ve put in a lot of my personal life lessons and learnings into this,” she said. “It’s called Verbal Vomit because that’s literally what it is, you’ll see me and my guests at our most honest.”

    The trailer delivers on that promise, swinging from graveyard dates to growing up with OCD, body-image battles and life’s messy in-betweens. With every candid confession, Kaveri makes it clear this isn’t your typical glossy celeb chat.

    Fresh off Masoom 2 and a new track with Naughty Boy, Kaveri’s latest venture proves she’s not just finding her voice, she’s letting it all out, one unfiltered episode at a time.

     

  • Zee Media set to enter e-sports arena with new gaming IP

    Zee Media set to enter e-sports arena with new gaming IP

    MUMBAI: Looks like Zee Media is ready to trade the news desk for a joystick. In what could be its boldest play yet, the network is rumoured to be levelling up into the world of competitive gaming  and the buzz is electric.

    Word on the street is that Zee Media is developing a large-scale esports property designed to capture the hearts (and thumbs) of India’s youngest crowd: gen alpha, gen z and millennials. If early chatter proves true, the tournament could see over 60,000 players battling it out for a sizable prize pool, with the grand finale set to be nothing short of cinematic.

    The network is also said to be plotting a dedicated gaming Youtube channel, influencer watch-alongs, and brand-driven collaborations: a full-blown content ecosystem to bring esports firmly into the mainstream.

    It’s a move that underscores a bigger shift: gaming is no longer just a pastime, it’s pop culture and Zee Media seems intent on grabbing the controller. For now, the industry watches with anticipation to see whether this media powerhouse can turn its latest idea into India’s next big spectator sport.

  • Bite-sized drama is eating the internet: Ampere Analysis

    Bite-sized drama is eating the internet: Ampere Analysis

    MUMBAI: The attention span may be shrinking, but the audience for micro-drama is exploding. More than one in ten internet users worldwide now regularly watch drama episodes lasting ten minutes or less on social media—a format that’s turning Hollywood’s traditional playbook on its head and forcing commissioners to rethink everything from episode length to distribution strategy.

    Ampere Analysis surveyed over 100,000 consumers in two separate waves across 30 global markets, polling 56,000 internet users aged 18–64. The findings reveal that these “mini-dramas” and “micro-dramas”—the shortest clocking in at under two minutes—are thriving on YouTube and TikTok. The platforms have become both primary distribution channels and discovery engines for premium subscription apps like DramaBox and ReelShorts, which are betting big on vertical video optimised for phone viewing.

    The numbers tell a compelling story about changing consumption habits. Average internet users now spend nearly 50 minutes a day watching videos on social media. For younger audiences, that figure jumps dramatically: 18- to 34-year-olds are clocking over an hour daily, creating a captive audience for bite-sized content that fits neatly between scrolls.

    The demographic split is predictable but stark. Viewers aged 18–34 are 21 per cent more likely than average to have watched a mini-drama in the past month. Nearly half of internet users in that age bracket—46 per cent—are already hooked, consuming short-form scripted content as readily as they consume traditional social media posts.

    But the format isn’t exclusively a young person’s game. Among 35- to 44-year-olds, 23 per cent have watched a micro-drama in the past month—the highest proportion of any age group surveyed. Some 19 per cent of 18- to 24-year-olds reported the same, with the 45-to-54 cohort close behind at 18 per cent. Even the 55-to-64 demographic is getting involved, with 13 per cent tuning in. The data suggests mini-dramas are breaking out of their youth-oriented niche and moving into the mainstream.

    AGE OF VIEWERS

    Geography tells an equally revealing story. Engagement is strongest in Thailand, Malaysia and the Philippines, where mobile-first viewing habits dominate and vertical video has become the default mode of content consumption. The Asia-Pacific region leads consumption overall—hardly surprising given that nearly all existing micro-drama platforms hail from China, where the format has already matured into a lucrative industry. The market is soon to be flooded with Western competitors trying to replicate that success. European audiences, by contrast, remain largely unmoved by the format, suggesting cultural preferences or viewing habits that haven’t yet shifted to accommodate ultra-short storytelling.

    YouTube commands 44 per cent of mini-drama viewership, with TikTok capturing 38 per cent. Together, the two platforms account for a commanding 82 per cent of all short-form drama consumption on social media—Instagram picks up the scraps. YouTube’s sheer scale gives it the edge: in September, it accounted for 12.6 per cent of all television usage, according to Nielsen, compared with Netflix’s 8.3 per cent. No other service claimed even five per cent. While vertical video may feel like TikTok’s natural domain, YouTube’s reach makes it nearly impossible to overcome.

    Romance, anime and fantasy are the genres pulling the biggest crowds—commissioners would be wise to treat these as priority areas for future productions. The preference for escapist, emotionally-driven content suggests audiences are using mini-dramas for quick hits of entertainment rather than deep narrative engagement.
    Minal Modha, research director and head of sports media, sponsorship and consumer research at Ampere Analysis, says shorter scripted drama platforms are “capitalising on the increasing use of vertical videos customised for phone viewing, particularly among younger audiences”. The format’s success, she notes, stems from its perfect alignment with existing social media behaviour patterns.

    The industry is pursuing two distinct strategies, both designed to maximise the format’s commercial potential. The first: dump entire series on YouTube and monetise through advertising revenue, treating the platform like traditional broadcast television but with shorter episodes and higher frequency. The second: seed clips and teasers on TikTok or Instagram to build buzz and audience interest, then drive viewers into subscription apps such as DramaBox or ReelShorts for the full experience. It’s a funnel approach that transforms social platforms into massive marketing engines.

    The format may be miniature, but the business model is anything but. Short attention spans, it turns out, can generate long revenue streams—and potentially more reliable ones than traditional hour-long dramas. Production costs are lower, turnaround times are faster, and audiences can consume entire story arcs in a single lunch break. As Hollywood scrambles to jump into mini-drama production, the question is no longer whether bite-sized content works—it’s who can scale it fastest, and whether Western producers can crack the code that’s already minting money in Asia.

  • Sania Mirza serves up stories and spirit in new IVM podcast

    Sania Mirza serves up stories and spirit in new IVM podcast

    MUMBAI: Game. Set. Chat. Sania Mirza, India’s tennis superstar, is stepping off the court and into the studio with her brand-new podcast “Serving It Up with Sania,” produced by IVM Podcasts. True to its name, the show promises a lively volley of on-court action, off-court candour, and honest conversations served with a side of Sania’s trademark wit and warmth.

    Each episode opens with a quick pickleball match between Sania and her guest, before moving into a no-holds-barred conversation about ambition, burnout, balance, and joy. The idea? To capture the real person behind the public persona, whether the guest is from sports, entertainment, entrepreneurship, or pop culture.

    “Sport has always been my way of connecting with people; it breaks barriers, builds stories, and reveals character,” Sania said. “With my new podcast, I wanted to create a space that’s fun and real, where we can talk about everything from ambition to burnout without filters.”

    Blending competition with connection, ‘Serving It Up’ offers listeners a rare rally of humour, emotion, and unfiltered storytelling. With pickleball’s rising popularity adding a playful edge, the show’s visual-first format makes it as much a watch as a listen, something that sets it apart in India’s rapidly evolving podcasting landscape.

    IVM Podcasts – Pratilipi head Amit Doshi described the show as “a glimpse of where podcasting in India is headed personal, visual, and deeply relatable. Sania’s voice and perspective make these conversations unmissable.”

    IVM Podcasts – Pratilipi co-founder Kavita Rajwade added, “Everyone’s got a podcast, but it’s always fun to see athletes behind the mic. It’s great to see Sania leading this moment for India.”

    The podcast also marks a key collaboration with Cornerstone Sport and Entertainment pvt ltd (CME) CEO and CME Bunty Sajdeh saying, “We’re thrilled to partner with IVM Podcasts and launch ‘Serving It Up with Sania’. Sania’s ability to have honest and vulnerable conversations will make this podcast truly stand out.”

    IVM Podcasts, known for hits like ‘What The Hell Navya’, ‘Cyrus Says’, and ‘Chitthiyaan’, continues to push the boundaries of audio storytelling blending innovation, authenticity, and emotion.

    ‘Serving It Up with Sania’ premieres new episodes weekly, first on Myntra Glamstream, followed by Youtube and major audio streaming platforms.

    So, if you’ve ever wanted to know what happens when a tennis ace trades her racket for a mic, Sania’s ready to serve it fresh, fiery, and full of heart.

     

  • 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.

     

  • Bioderma launches ‘Glow with Science’ to redefine the meaning of radiance

    Bioderma launches ‘Glow with Science’ to redefine the meaning of radiance

    MUMBAI: No filters, just formulas. Bioderma, the french skincare brand known for its dermatological expertise, has launched a new digital campaign titled ‘Glow with Science’: a fresh take on what it truly means to shine.

    In an age where social media filters promise instant glow-ups, Bioderma flips the narrative by focusing on radiance that’s rooted in biology, not illusion. The campaign spotlights the brand’s pigment bio foaming cream, positioning it as the go-to product for everyday clarity and care.

    “Glow with Science is more than a campaign, it’s a reflection of who we are,” said  NAOS India director – marketing, ecommerce & modern trade Roshan Kunder. “At Bioderma, science is always guided by empathy for the skin. True glow isn’t instant; it’s built through consistency, care, and understanding your skin.”

    Targeting gen z and millennial consumers who crave both authenticity and efficacy, the campaign transforms dermatological precision into relatable storytelling. It blends AI-led creativity with clinical credibility, turning complex skincare science into something visual, engaging, and easy to understand.

    The launch also coincides with Bioderma’s refreshed global packaging identity under its care-first vision, uniting science, skin, and sustainability. The new design embraces simplicity and eco-responsible materials, reinforcing the brand’s long-term commitment to mindful beauty.

    Unveiled across Youtube and Instagram, the campaign is being amplified through influencer collaborations and digital media partnerships. With Glow with Science, Bioderma bridges the gap between beauty and dermatology, proving that the best glow is the one built on understanding, not filters.

     

  • Cup of laughs as Rosepod bowls out new cricket comedy podcast

    Cup of laughs as Rosepod bowls out new cricket comedy podcast

    MUMBAI: Cricket, comedy, and a whole lot of Cups, that’s the winning pitch Rosepod is banking on. The podcasting arm of Rose Audio Visuals, the studio behind some of India’s most original screen content, has just dropped Two Boys One Cup, a riotous new cricket podcast hosted by comedians Sorabh Pant and Aakash Mehta.

    The duo both diehard cricket buffs and full-time funny men, take listeners on a rollercoaster ride through the sport’s most unforgettable tournaments, from the glorious to the downright bizarre. With unfiltered banter and wicked humour, they dissect legendary matches, outrageous moments, and larger-than-life personalities that have shaped cricket’s storybook over decades.

    The debut episode, now streaming across major audio platforms (and on Rosepod’s Youtube channel), kicks things off with a nostalgia-fuelled look at India vs Pakistan’s Asia Cup clashes from the drama of 1984 to the fireworks of 2025. Expect Pant and Mehta to do what commentators don’t crack jokes about Dhoni’s calm chaos, Hardik Pandya’s blonde experiments, and Virat Kohli’s death stare, while also celebrating the passion and unpredictability that define Indo-Pak encounters.

    “With ‘Two Boys One Cup’, we wanted to create a space that blends cricket passion with pure comedy,” said Rose Audio Visuals COO Mitesh Patel. “It’s nostalgic, irreverent, and deeply relatable, everything Indian cricket fans love. With Sorabh and Aakash’s banter, it’s impossible not to laugh while you relive some of the sport’s most iconic moments.”

    Sorabh Pant summed it up in true comic spirit: “It’s basically two grown men arguing over Cups and occasionally agreeing on cricket. From legends to hairstyles, we’re covering it all.”

    Adding to that, Aakash Mehta quipped, “We’ve all had those debates about ‘that one match’ or ‘that one player’. This show is our tribute to those endless cricket convos only with more jokes, less shouting, and way better sound.”

    With its sharp wit, nostalgia-laced insights, and irreverent energy, Two Boys One Cup is less about stats and more about stories the kind that every cricket fan (and even the cricket-agnostic) can laugh along to. So whether you’re reliving Tendulkar’s sixes or just here for the jokes, this Cup promises to overflow with laughs.

    Stream the first episode of ‘Two Boys One Cup’ now on Rosepod’s Youtube channel or your favourite audio platform because every Cup deserves a laugh.

  • Saregama and Filtercopy strike a new note with love, drama and music

    Saregama and Filtercopy strike a new note with love, drama and music

    MUMBAI: When love hits the right note, even a classroom can turn into a concert. Saregama and Filtercopy are tuning into a new frequency of music promotion with Ishq At Campus, a micro drama that doubles as a music launchpad. The project reimagines how India discovers songs, blending heart-fluttering storytelling with the rhythm of melody.

    In what’s being called an industry-first, Saregama has teamed up with Filtercopy to build a short-format narrative series around an EP marking a bold step away from traditional music videos. The collaboration spotlights Saregama’s exclusive artist Maahi and his debut EP Talab, transforming the release into a cinematic slice of college romance.

    Across 1–2 minute episodes, Ishq At Campus follows two students navigating the innocent chaos of first love as they prepare for their college fest. But this isn’t just another campus story, each episode weaves in one of the four songs from Talab (Talab, Dildaari, Rahein, and Vaari Vaari), turning everyday moments into lyrical discoveries.

    Released on October 14, 2025, Talab marks Maahi’s first foray as an EP artist under the Saregama Music label. Instead of relying on the usual promotional playbook, Saregama has chosen to embed the music into a story world where songs aren’t simply played, they’re felt.

    The concept borrows from Filtercopy’s growing expertise in micro dramas, short, binge-worthy narratives tailored for the scroll-happy attention spans of today’s audiences. Known for blending relatability with emotion, Filtercopy’s content naturally complements the breezy beats and youthful spirit of Talab.

    Together, the two powerhouses are rewriting the rules of music marketing, creating a new template for content-driven song discovery. By merging the pace of social media with the pull of storytelling, they’re turning passive listeners into engaged viewers and perhaps even hopeless romantics.

    Available now on Filtercopy’s Instagram and Youtube channels, Ishq At Campus is more than a music promo, it’s a feeling set to a soundtrack. Because in this classroom of content, every chord tells a story, and every scene hums with Talab.