iWorld
Twitter Amplify launches in India
MUMBAI: It’s time for making money from Twitter. Starsports.com and Vodafone India have tied up with Twitter for its Twitter Amplify programme in India for the first time. Through the programme, the broadcaster and the brand will be tapping into growing social conversations around TV programmes especially live sports.
Twitter Amplify allows broadcasters to publish their best content directly to Twitter and then monetise it with advertisers through sponsorship packages. Assisted by ‘promoted tweets’, it will amplify the reach of the video content distributed through companies’ Twitter accounts.
Through the programme, starsports.com looks to enhance viewer experience across the web and mobile by offering high quality clips of sporting action directly to consumers engaged in conversations on Twitter around live matches. It says, “This is likely to lead to greater engagement around live sports in social media as well as create an opportunity for fans to consume the action without leaving the conversation.”
Advertisers will be able to tap into social conversations on Twitter along with a multi screen audience engagement strategy to consume content wherever or whenever they want.
“2014 is a great year for Twitter becoming the social soundtrack for television as 95 per cent of the public social conversation around TV is happening on Twitter today, especially for live sporting events. Broadcasters and brands know that Twitter is a natural TV companion that drives audience tune-in, engagement and affinity,” said Twitter India market director Rishi Jaitly. “We look forward to working with cutting-edge broadcasters and advertisers, like Star Sports and Vodafone, who want to tap into a compelling second screen experience We are delighted that cricket fans can now enjoy TV highlights in real-time on Twitter,” he added.
Star India head of digital business Ajit Mohan said, “We have built starsports.com as the most compelling destination for fans in India to follow sports on a mobile screen and the best platform for advertisers to reach an attractive audience on digital. This program is a new innovation for us to understand the possibilities of being present when the conversations are happening on Twitter.”
Vodafone India chief commercial officer Vivek Mathur said, “As a brand we are always looking at innovative ways of driving brand engagement and conversations on social media. Cricket (and sports in general) is one of our identified passion points and one with which Vodafone has a huge association. We are very excited to be the pioneers in launching a new social innovation in India centered around Twitter and cricket.”
Through this partnership, Twitter users will receive timely updates about their TV experience and remind them to tune in to the live cricket action and key sporting moments.
iWorld
Mumbai Police bans uniform reels and khaki swag videos
51,000 personnel ordered to stop social media content in uniform, violations face disciplinary action under 1979 rules.
MUMBAI: Mumbai’s finest are hanging up their khaki swag reels because sometimes the spotlight on uniform glamour risks turning into a security slip-up. In a circular issued on Thursday (20 February 2026) and signed by Deputy Commissioner of Police (Special Branch) Dattatray Kamble, the Mumbai Police has directed all 51,000 personnel to immediately cease posting reels, mini-vlogs, or any videos shot while in uniform on social media platforms like Instagram. The order warns of strict disciplinary proceedings under the Maharashtra Civil Services (Disciplinary and Appeal) Rules, 1979 for non-compliance.
The crackdown targets the viral “khaki swag” trend that saw younger officers gain big followings through entertaining, dance-filled, or motivational clips in uniform. The circular notes that such content often inadvertently shows office premises, government vehicles, equipment, or duty-related details potentially compromising operational security and confidentiality.
The Mumbai Police Social Media Lab has been tasked with actively monitoring platforms and flagging violations. The move aligns with a July 2025 Government Resolution regulating social media use by state government employees, which bars self-promotion, criticism of policies, sharing confidential material, or posting offensive content. It also mandates clear separation between personal and official accounts, prohibits displaying designations, logos, government property, or office details (except in profile photos), and stresses avoiding anything that could harm the force’s image or discipline.
Senior officers acknowledge that while many reels appeared harmless or even boosted public engagement, the risks of breaching secrecy or projecting an unprofessional vibe outweighed the perks. The trend had produced stars like Amol Kale, who amassed over 583,000 followers and collaborated with celebrities including Ranveer Singh, Nora Fatehi, and Malaika Arora.
For a force that thrives on discipline and discretion, this directive is less about killing fun and more about keeping the uniform’s authority intact on duty and off the feed. From now on, the only reels Mumbai cops are expected to chase are the ones involving actual lawbreakers.
