News Broadcasting
Never-Ending Movie generates more than a million impressions!!
MUMBAI:Whoever said ‘Too many cooks spoil the broth’ would never have thought that India’s first interactive movie channel ‘&pictures’ would take that quote and turn it around. In just two days of the digital film going live, the country’s first crowd-sourced film has already sent the digital audiences into a frenzy, engaging around 15,000 users! Of these more than 30% of them have accessed the film through their mobile phones. The specially created Twitter hashtag #GiveMovieNamesWithAnd trended organically on the very first day of the never ending film going live in cyberspace.
With the vibrant campaign page andpictures.in bringing in the most traffic, engagement levels are phenomenal with users who access it from desktops staying on the microsite for 5+ minutes, mobile net users staying on the site for 4.2+ minutes and page views reaching over 4 views per person. Though users have the option to participate through Twitter and Facebook, there is maximum fun on the campaign micro site which has led to exceptionally high stay time per user.
Debashish Ghosh, Chief Knowledge Officer – EsselGroup, Technology and Digital Strategy while talking about the high user engagement on ‘the never &ing movie’ says “All innovative campaigns do well for obvious reasons. But this one has really surpassed even my expectations. Counting all social shares, mentions, tweets etc, exposure for the Brand ‘&Pictures’ as a result of the ‘never &ing movie campaign’, has gone to several hundreds of thousands, possibly crossed million. All of this essentially drives home the point that the initiative is perhaps tending to become one of the better case studies of Ideation Led Digital initiatives in India and perhaps even the world. The fact that there is almost 50% mobile engagement proves that people are constantly following the campaign and engaging at will. This is PURELY because of the power of the idea and digital execution. “
He further added, “The compelling part of the idea is that it hands control to consumers … and consumers love it! Especially when brands recognize that consumers are cognitive and intelligent in their approach. In my opinion – that’s what made consumers align so easily with the concept. They felt ONE with it and a part of it. And most importantly – it is a TOTALLY FUN experience which is yet serious and non-frivolous. It lends a sense of fulfillment to consumers in co-creating that ultimate ‘Junta Scripted’ movie. This innovative idea is in sync with the brand ethos and helps showcase &pictures as being significantly different from all existing movie channels. The results have proven that we were right in our choice – so far – and the participation by consumers have been phenomenal.“
Talking about the phenomenally high response to the digital film, Mr. Akash Chawla, Marketing –Head, National Channels, ZEEL, says “The digital film has been extremely successful in reaching out to the right kind of audiences and creating a huge buzz for ‘&pictures’ as a brand. As a movie channel, it has been the perfect medium to engage users with the brand through the creation of a film that is ‘for the people and by the people’. We have urged users to get their creative juices flowing and there have been over 2200 responses for the script and dialogues with thousands liking and following dialogues through the day.”
“Our data on the campaign has shown us that we have gained a large group of loyal followers who have been following the progress of the film from the stage of inception. These users follow the campaign as they leave their places of study and work leading to a huge spike in traffic between 7-11 PM. Though digital trends in the past show that people have been averse to the idea of signing up, it is encouraging to see that they haven’t resisted the process or let it stop them from participating in the campaign.”
Join us as we premiere the film that YOU made possible! The film premieres on Monday, August 12 on andpictures.in. Stay tuned!
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
