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Pratilipi Launches Double Tap Films to Build Mobile-First Microdrama Content

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Pratilipi has announced the launch of Double Tap Films, a microdrama-focused studio aimed at creating short-form, vertical video content for mobile-first audiences. The move marks the company’s expansion from a storytelling platform into content production, leveraging its vast ecosystem to identify and develop high-potential intellectual property (IP). The studio will draw from Pratilipi’s library of … Read more

Finish Taps Ayushmann Khurrana to Challenge Dishwasher Myths with New Campaign

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Finish, the automatic dishwashing brand from Reckitt, has appointed Ayushmann Khurrana as its brand ambassador, alongside the launch of its latest campaign, “The Right Way to Dishwash.” The initiative aims to address long-standing misconceptions around dishwasher usage in Indian households, particularly the widespread habit of pre-rinsing dishes before loading them. The campaign film features Khurrana … Read more

Vedica Unveils ‘Life Full of Altitude’ Campaign with Rana Daggubati

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Vedica, the premium beverage brand from Bisleri International, has launched its latest campaign, “Life Full of Altitude,” marking a refined shift in its brand storytelling. Rooted in its Himalayan origins, the campaign evolves the idea of luxury by focusing on mindful living, everyday balance, and understated elegance. The campaign film features actor Rana Daggubati and … Read more

One Hand Clap Acquires Agenseed to Strengthen Distribution Capabilities

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Creative agency One Hand Clap has acquired seeding and distribution firm Agenseed, marking its strategic entry into the distribution space and expanding its role across the marketing value chain. The move reflects a growing industry shift where agencies are integrating content amplification and creator-led distribution alongside creative and production services. With this acquisition, Agenseed will … Read more

TRAI Proposes New Framework to Regulate FAST and App-Based TV Services

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The Telecom Regulatory Authority of India (TRAI) has released a consultation paper aimed at establishing a regulatory framework for Free Ad-Supported Streaming Television (FAST) services, signalling a step towards formalising app-based television distribution in India. The move introduces a broader category termed Application-based Linear Television Distribution (ALTD), which includes FAST platforms delivering scheduled TV channels … Read more

KITKAT India Brings Anime Culture to Break Time with One Piece Collaboration

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KITKAT India has partnered with globally popular anime series One Piece to launch a campaign that blends pop culture with confectionery, targeting India’s rapidly growing anime fanbase. The collaboration introduces character-led packaging, featuring iconic One Piece visuals on KITKAT packs, turning everyday breaks into a more immersive and collectible experience. At the heart of the … Read more

Aries Agro Taps Sourav Ganguly for Rural Outreach

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Aries Agro has announced the appointment of former Indian cricket captain Sourav Ganguly as its brand champion, marking a strategic move to deepen its engagement with farmers and expand its presence across rural India. The partnership is designed to strengthen awareness around productivity-led farming while reinforcing the company’s positioning in the agri-inputs space, particularly in … Read more

Netflix Initiates Media Pitch for India, Signals Strategic Reset

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Netflix has reportedly initiated a pitch for its India media mandate, signalling a strategic reassessment of its media planning and buying approach in one of its most important growth markets. The move comes as the streaming giant looks to sharpen its focus on audience acquisition, engagement, and subscription growth amid intensifying competition in India’s OTT … Read more

KISNA Turns Akshaya Tritiya into an Emotional Investment with ‘Khushiyon Mein Nivesh’

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KISNA Diamond and Gold Jewellery has launched its Akshaya Tritiya campaign “Khushiyon Mein Nivesh”, focusing on the deeper cultural and emotional meaning behind jewellery purchases during the festive season. The campaign film takes a simple yet powerful storytelling route, following a child trying to understand the meaning of “Akshaya”-a concept associated with everlasting value. Set … Read more

SLOVIC Brings Fitness Home with Tiger Shroff as Brand Ambassador

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SLOVIC has appointed Tiger Shroff as its brand ambassador, alongside the launch of its new campaign “Gym Ghar Lao”. The initiative positions home workouts as a practical alternative to traditional gym memberships, focusing on accessibility and everyday convenience. The campaign highlights a range of entry-level fitness equipment, including pull-up bars, resistance bands, dumbbells, and yoga … Read more

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