MAM
Bajaj Allianz launches campaign with F1 driver Nico Rosberg
MUMBAI: Bajaj Allianz, the life and general insurance company, has launched an 8-city ‘Drive Safely‘ campaign across India with Mercedes GP Petronas F1 driver Nico Rosberg coinciding with the first ever Indian Grand Prix Formula One race scheduled at the Buddh International Circuit in Greater Noida, Uttar Pradesh (the 17th race of the 2011 Formula One season) on 30 October.
The campaign includes Bajaj Allianz Safe Zone at select petrol pumps, mall and HNI Club activation programmes as well as a unique Pit Stop activation programme spread between 3-5 days in each city. Winners of various contests will get to meet and greet Rosberg.
As part of the campaign, a branded mobile vehicle will visit high visibility and footfall spots in all the eight cities. At selected venues, LCD screens will be placed showcasing F1 Team Mercedes and tips for safe driving.
An interactive branded Zone (Kiosk) will also be created at the event called as “Bajaj Allianz Safe Zone”, which will promote Bajaj Allianz‘s ‘Safety’ commitment towards drive safely particularly amongst the car owners across the country. Inside the Bajaj Allianz Safe Zone, an emcee will engage the crowd with interactive games such as an insurance and F1 Quiz; Jigsaw puzzle of the Bajaj Allianz logo for recall; Snakes & Ladder – created in the shape of a life cycle with numbers symbolising age and snakes as problems at diff stages of life with BA solutions. Insurance consultants will also interact with the consumers inside the zone and promote live safe theme.
At various petrol pumps in the cities and on the expressways, a special Bajaj Allianz Pit Stop will be created for car checks creating an ambience of a normal pit stop in F1. All the cars visiting the petrol pump will be given free check at the Pit Stop within two minutes while highlighting the safety proposition of Bajaj Allianz towards customers. Services provided within two minutes at the Pit Stop would be: air check, oil check, wiper water check, wind screen and rear screen cleaning and coolant check. One promoter and two technicians will provide car owners with an experience similar to the F1 pit stop concept to create an excitement amongst 4-wheeler owners. An insurance policy scan of the vehicles will be done through scanners. After the scan, a safety contest will happen and Bajaj Allianz safety stickers will be given as spot prizes. The grand prize will be F1 tickets.
The month-long campaign, which started on 27 September, has already covered Hyderabad, Chennai and Kochi, and will go to Mumbai (16-18 October), Bangalore (9-11 October), Pune (13-15 October), Ahmedabad (20-22 October) and New Delhi (25-30 October).
Bajaj Allianz also plans an aggressive social media campaign to promote the campaign. It will leverage an online social game around racing and safe driving. The online game will serve as a platform to generate leads for future sales endeavours and will also enable an increased reach for the campaign owing to its viral nature.
The FaceBook activities will create a buzz around the offline activities that will take place through live and interactive videos, quizzes, etc. From an online sales perspective, the campaign will also aim to boost online sales during the campaign period by giving away free merchandise to customers. A Bajaj Allianz contest will run on radio relating to F1 and safe driving. Winners stand a chance to win F1 merchandise and meet F1 race driver Rosberg. Outdoor bus branding and cinema advertising will also be used to promote the activity.
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.
