MAM
Mahindra’s Verito Vibe dons on a sporty look
MUMBAI: Verito Vibe, a compact car by Mahindra & Mahindra Ltd which was launched on 5 June has now come up with its new TVC. Developed in-house by Mahindra, Verito Vibe is set to redefine the compact car segment in terms of its spaciousness, reliability and unique crossover style for the Indian consumer.
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The car in the TVC which went on air on 6 July has been positioned as a sporty compact sedan. “The Verito Vibe compact sedan carries forward the DNA of the Verito – offering the best in class cabin space, excellent drive quality, great boot space, reliable performance, solid safety and excellent mileage,” said Mahindra & Mahindra Ltd CMO- automotive division, Vivek Nayer.
The ‘Everybody loves a sport‘ TVC depicts how the young Vibe owner who is a sport is also very sensible and responsible on the road. “The act of ‘being a good sport‘ is a younger, more playful rendition of ‘Grow Up to Verito‘ which has been the tagline of the Verito. The campaign also brings out the Verito values of being sensible and mature,” he said.
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The ad campaign has been created by Interface Communications. The creative director for the TVC is Alan Rego, while the national creative director for the ad is Robby Mathew.
“The challenge in making the TVC was to clad the sportiness of the Verito Vibe with a solid emotional quality,” said Interface Communications national creative director Robby Mathew.
Explaining the concept behind the TVC Mathew said, “Nowadays, when outracing and outshining others is seen as a virtue, this young man who chooses to lose just so that a little boy‘s dad can win, is like a breath of fresh air. It reflects his generosity and the confidence he has in himself and his machine. Importantly, the film celebrates values that are unfortunately becoming extinct in our country.”
The Verito Vibe packs in the aspirations of the Indian car lover and offers high standards in every aspect of style, space, safety and engine performance. “Developed on the global and proven quality platform of the tried and tested Verito, the Vibe is well suited for Indian road conditions All this and much more makes the Vibe nothing less than a category creator,” informed Mahindra & Mahindra chief executive, automotive division Pravin Shah.
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.
