MAM
Parag Milk to launch ‘Go cheese’ campaign by November-end
BANGALORE: Dairy and milk food products manufacturer Parag Milk Foods (Gowardhan) plans to launch an aggressive campaign for promoting its main staple – cheese – by the end of this month, said company sources.
The company’s ATL activities include television, radio in metro cities, print and outdoor. Its BTL initiatives include sampling at outlets, mainly modern retail.
“This will be our second push this year across all media including national, kids and regional television mediums. It should commence by by the end of this November,” revealed Gowardhan’s vice-president of marketing Rahul Akkara. “Our annual ad budgets are around Rs.100 million, and a major chunk of this goes towards the pushes that we have on television.”
The company also has a range of milk food products under the brand ‘Gowardhan’ manufactured out of its plant in Manchar in Maharashtra. It has a major presence in markets such as Mumbai and Pune.
Gowardhan also announced the launch of six flavors of ‘Go fruit n dahi’ yoghurt in the Bangalore market today.
“Our TG for the flavored yoghurts is the woman and the youth in the metos- it is a snack that one can have on the go,” said Akkara. “Since the ‘Fruit n Yoghurt’ is more of a metro centric prodcut, our mass media communications will be mainly on outdoor, local print and radio mediums in Bangalore. Once our new diary in Andhra Pradesh starts production, we will be targeting other cities such as Mysore, Chennai, Hyderabad, etc.,” he added.
Initially Gowardhan’s flavored yoghurt offering will be available in modern retail outlets. Once its expansion plans are complete, it intends to be present on the local grocery shop shelves.
Gowardhan pegs the current fruit and yoghurt market in India at 50 tons per month, with Mumbai accounting for 10 tons. The market is growing by around 30 per cent year on year.
Bangalore based Scion handles the creative and brand promotion duties for Gowardhan, while Karat handles the media buying.
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.
