MAM
IPL: Consumer connect initiative ‘Godrej Power Play’ announced
BANGALORE: Godrej today announced a nation-wide consumer connect initiative through the fourth season of the Indian Player League (IPL, IPL-4) – the ‘Godrej Power Play‘, an initiative that could be the largest from the Group so far since it started brand re-building three years ago.
Says Godrej Consumer Products Executive VP Tarun Arora, “Godrej, ever since its re-launch in April 2008 under the ethos of Brighter Living, has been in the forefront of launching powerful initiatives to engage and delight our consumers. We are happy to bring in ‘Godrej Power Play‘, wherein Godrej becomes the nation‘s first brand to foray into mass multi-category loyalty cutting across all types of consumers and 90 plus product/brand lines. ‘Godrej Power Play‘ allows consumers to participate in the thrill of the IPL by creating their own cricket teams, exchanging players, winning awesome awards while creating a lifestyle of their own using Godrej products‘ in the process as they play along the duration of the IPL-4 season.”
Consumers of over 200 Godrej products across 90 product categories (including booking amounts for select Godrej Realty projects) will be able to take part in the ‘Godrej Power Play‘.
Arora added, “The brand equity of the master brand Godrej has been exceeding all our internal benchmarks since our re-launch. Our mass media communications plans are being worked out for the ‘Godrej Power Play initiative‘. The campaign will be across all mediums including print televisions, points of purchase, on the products, internet, social media, communities, etc. We have also tied up with two of the IPL teams – Mumbai Indians (MI) and Kolkata Knight Riders (KKR) for amplification of the ‘Godrej Power Play‘ initiative.”
“While our television plans are being worked out, I am sure that we will be present on most GEC channels-national as well as regional and a few news channels, maybe a few lifestyle channels. The plans should be finalized by the tenth or eleventh of this month,” revealed Arora to www,indiantelevision.com.
The creative work for this campaign is being done by JWT and the media buying is through Madison.
Both -the ‘Godrej Power Play‘ and the mass media campaign begin with the commencement of IPL4 on 14 April. Participating in the ‘Godrej Power Play‘ is simple-when a consumer buys a Godrej product from categories ranging from soaps to furniture to white goods, he has to send an SMS or call up 09167500100 or log onto www.godrejpowerplay.com and get the name of the cricketer for every distinct product along with value assigned to the cricketer, while creating a virtual bank balance.
Godrej has involved the Fantasy Cricket League for assigning ratings to each IPL player. The cricketer‘s value increases based on his performances during the IPL. Various prizes, including weekly prizes and a mega -prize – A trip to London to visit Lord‘s Cricket Ground along with a cricket guru for company to watch India play England.
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.
