MAM
‘Bhaag Milkha Bhaag’ to be promoted through shopping websites
NEW DELHI: Two shopping sites, Jabong.com and HomeShop 18 have tied up with ‘Bhaag Milkha Bhaag‘ starring Farhan Akhtar and Sonam Kapoor in its promotional exercises.
While Jabong.com will have an exclusive collection inspired by the movie, HomeShop 18 has contests where shoppers can win tickets to the film.
This is Jabong.com‘s second association with Bollywood, the first being with the blockbuster ‘Yeh Jawaani Hai Deewani‘.
The upcoming movie gets the adrenaline rushing and is all about passion, stimulus and zeal to win. Jabong.com sets ties to bring out the sportsman out of its audience. This exclusive movie merchandise for men and women is sporty, stylish and made for all weathers. Not only this, the ‘Bhaag Milkha Bhaag‘ collection on Jabong.com is a blend of the quirkiest designs and everything that a sportsman in every individual would hunt for!
The collection houses a range of exciting products like sports shoes, sports apparel, training equipment and sports accessories for men and woman. The collection is sporty and resonates with the determined and fighting spirit of the characters in the movie. This association was a conscious decision to bring the clout of fashion and style a step closer to customers.
Jabong.com co-founder Manu Kumar Jain said, “Just like how Bhaag Milkha Bhaag is a toast to the former Indian athlete, the exclusive movie merchandise on Jabong.com is our way to celebrate the spirit of sports! To give our consumers the widest choice possible, Bhaag Milkha Bhaag collection will have an assortment of around 70 brands and 1400 products.”
“Jabong.com assures its customers a steadfast fashion and style that is unmatchable and makes them stand out in the crowd.”
Jabong.com is also promoting the association on digital media and is coming up with contests for its fans and bloggers. The winners stand a chance to meet Farhan Akhtar, Jabong.com vouchers, couple movie tickets and CD‘s.
Through its association HomeShop18 would be giving away free movie tickets for the film which is a biopic on the former athlete Milkha Singh. HomeShop18 is also the media partner of ‘Bhaag Milkha Bhaag‘.
Commenting on this association, HomeShop18 founder and CEO Sundeep Malhotra said “We are pleased to be partnering with a big movie like ‘Bhaag Milkha Bhaag‘. With this tie-up we are reaching out to young Indians who believe in individuality and exude a cut-above-the-rest personality. HomeShop18 is the only brand to provide a virtual retail platform across TV, web and mobile. We are constantly evolving and taking steps to create a differentiated experience for our customers.”
Mr. Neeraj Joshi, Director Marketing Viacom 18, also commenting on the partnership, said “Partnering with a dynamic and trusted brand like HomeShop18 is our way of connecting with a wide spread audience. HomeShop18 reaches out to more than 3000 cities and with this exciting offer, people are bound to have a thrilling experience viewing this movie in the theatres.”
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.
