MAM
SBI Life’s #PapaHainNa campaign shines at LIMRA & LOMA 2016
MUMBAI: SBI Life’s #PapaHainNa Social Media Campaign bagged LIMRA & LOMA 2016 Social Media Silver Bowl Award for Best Use of Social outside US. The idea was conceptualized and co-created by SBI Life and their media agency Mindshare India, a part of GroupM. This is an award by the world renowned organization, LIMRA, which is known for its research, learning and development initiatives in the Insurance industry across the world. SBI Life and Mindshare India overcame competition from six countries to achieve this win.
SBI Life’s #PapaHaiNa campaign has showcased excellent use of Social Media to engage their customers in an emotional manner. The campaign is an emotional ballad, in the form of a music video, celebrating the Father – Child relationship, on which the company’s overall communication also focuses. The video was launched on the SBI Life’s YouTube channel along with SBI Life’s Facebook page and Twitter handle. The video received over 1.2 Million views on YouTube and had over 7,150 interactions on Facebook. The song was well received by the audience on social media and had garnered more than 30.5 million impressions and more than 2,912 conversations on twitter, which also led to it trending nationally.
On the occasion of Father’s Day, 21st June 2015, through the campaign, audiences were encouraged to participate by sharing their treasured moments with their Dad using the hashtag #PapaHainNa. The contest received over 125 entries. The selected entries were then featured in the video created using content received during the campaign and was launched on SBI Life`s YouTube channel and Facebook page on Father’s Day.
Speaking on the occasion SBI Life Insurance MD and CEO Arijit Basu said, “As a brand we believe in building a strong bond with our customers. A special day like Father’s Day helps remind everyone of the sacrifices that our parents made for us, and the #PapaHainNa campaign was a way to articulate our gratitude towards them. We are highly honored with this recognition and equally proud of the well-executed campaign that rightfully leveraged the brands messaging and engaged the consumers on various social media platforms.”
Expressing his delight, Mindshare South Asia CEO Prasanth Kumar said ‘’Winning this award is like adding another feather into our hat. These awards showcase the development we have made in the International market. It is a proud moment for me as it proves how our teams’ efforts have exponentially grown on such a large forefront. We shall keep striving to one up our current level of performance, so as to cease more opportunities and wins such as these. ‘’
SBI Life head brand and corporate communication Ravindra Sharma said, “It is truly a matter of honor for us that we have received this coveted award. The award further validates the success of this campaign in connecting to our customers and giving them a platform to express their emotions via social media. SBI Life’s continuous thrive to reach out to our customers and giving them the moments to cherish and celebrate life will definitely lead to many such awards in the coming days as well.”
LIMRA is the trusted source of industry knowledge for over 850 financial services firms. LOMA is committed to business partnerships with over 1,200 world-wide members in the insurance and financial services industry. The 2016 awards program categories recognized how social media is being used to educate consumers, recruit employees; showcase how companies are integrating social media initiatives to support campaigns. The awards recognize those who are adopting the growing list of new platforms and advance ‘social good’ through their programs.
For the awards, thirty-six companies submitted 57 entries for consideration this year. LIMRA and LOMA enlisted 41 financial services executives and social media subject experts to judge the submissions. This win signifies how Mindshare and SBI Life are working together to utilize the social media platforms effectively to engage with consumers and meet their business goals.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
