iWorld
Mumbai girls launch new premium online content channel Girliyapa
MUMBAI: A ‘bindass’ group of girls from Mumbai has created a premium online content channel Girliyapa about women that intends to create progressive content, but not only for women.
The all women team at Girliyapa aims at sharing fun, quirky stories from a woman’s perspective that will make one think beyond the clichés. The Girliyapa team of women want to say things women always ‘think of’, but never say perhaps because of their fear of being judged by society and thier peers
Announcing the launch, Girliyapa channel head Tracy Dsouza said, “Yes! We feel you. We hear you women. That’s why my gang of girls and I created ‘Girliyapa’ exclusively for you. We are going to try to make liberal content – content that tells stories and experiences about women, by women in an entertaining treatment. Come join us and explore womanhood with Girliyapa and share with us what you think! We would love to hear from you.”
Our country has progressed in so many was and in so many fields but yet women feel or are made to feel guilty for the most natural phenomenon of their life, menstruation. In an attempt to demystify the monthly ‘phenomenon’ the girls have decided to do something that has never been thought about in India by presenting the funny and quirky situations one experiences during their periods.
The first presentation by the team of girls was launched around International Women’s Day on addressing this issue through their popular #The Period Song. The song was created to celebrate menstruation and womanhood in general. The Girliyapa team took a popular party track and turned it into a ‘period’ anthem.
The lyrics and the video revolve around a teenage girl who as and when gets her first period, is transported to a surreal space called ‘The Period Club’. There, she goes through different experiences, and is offered solutions by more experienced women on how to deal with menstruation and its companions like cramps, cravings, mood swings, pimples etc. The video has a lot of laugh out loud moments, relatable insights and pop cultural references for example ‘daadi left the club but mama abhi baki hai’, ‘red wedding in my pants’, etc.
The video features celebrities and social influencers like Sandhya Mridul, Rukhsar Rehman, Pavleen Gujral, Rajshri Deshpande, Sumeet Vyas, Nidhi Singh, Naveen Kasturia, Maanvi Gagroo, Jitendra Kumar, Akanksha Thakur, Santushi Shetty, Sumukhi Suresh and other YouTubers like Rickshwali, etc.
In its second video presentation Why should Hot Girls have all the fun?, the Girliyapa team has showcased the exact opposite by showing a not so hot women confronting a guy who is staring at their hot friend and explain logically why he should look at them instead.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
