iWorld
Disha Patani joins 250 plus Anime fans in Mumbai for “Demon Slayer: Kimetsu no Yaiba -To the Hashira Training” advance screening
Mumbai: Aniplex Inc, Crunchyroll and Sony Pictures Entertainment hosted the special advance fan screening in Mumbai for the highly anticipated blockbuster, Demon Slayer: Kimetsu no Yaiba -To the Hashira Training. Bollywood star and anime superfan, Disha Patani, joined by a host of anime enthusiasts and influencers, graced the event.
Set to hit the theaters in India on 22 February, Demon Slayer: Kimetsu no Yaiba -To the Hashira Training- will allow fans to revisit the gripping finale of the Swordsmith Village Arc while getting a sneak peek at the highly anticipated Hashira Training Arc in one extra-sized blockbuster experience.
Disha Patani, an anime superfan, has frequently showcased her affection for the genre on her social media platforms. The actor graced the Mumbai screening, which saw over 250 fans in attendance, including dedicated cosplay artists and influencers who contributed to the vibrant atmosphere of the event. The overwhelming outpour of love from fans made the occasion truly unforgettable.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
