Digital
JSW One Homes’s new brand film promises a hassle-free experience of building a dream home
Mumbai: JSW One Homes has launched its new brand film which is presented as a witty take on the hassles faced by a customer during his journey of home construction. The film is narrated by a friend who did not choose JSW One Homes as his home construction partner.
With the spirit of the new year at the core, the film encourages viewers to forget the past where one needed to monitor a site manually with a lot of pain and trouble of managing labour and building materials. The brand breaks the clutter by showcasing solutions, through the eyes of their customers, and, also, for a change, through those who didn’t choose JSW One Homes.
The brand film titled “Unforgettable” begins with a young man celebrating the new year with his friends and family asking everyone around him to forget the past and enjoy the new year. Meanwhile, a friend is seen as unhappy. As the film progresses, the unhappy friend narrates his unforgettable struggles of building his home independently unlike the campaign’s protagonist who is happy to have chosen JSW One Homes for building his home. The film ends with the protagonist sympathising with the unhappy friend about his home-building experience and sharing the details of the JSW One Homes team. The film has been conceptualised by Irani Movietone. Throughout the film, JSW One Homes emerges as the steadfast choice for those customers who seek to build their dream homes. With this new brand campaign, JSW One Homes aims to capture the majority of market share in the focus markets of Kerala, Tamil Nadu, Karnataka, Andhra Pradesh and Telangana.
Commenting on the new campaign, JSW One Platforms CEO Gaurav Sachdeva said, “At JSW One Homes, we leverage technology and work with our customers to make the experience of building their dream home easy & convenient. Our in-house project delivery team understands that for the customer, building their dream home is a once-in-a-lifetime opportunity and thus guiding them correctly at every step of the process is of utmost significance. Our new campaign reiterates the hassle-free experience of building a home with JSW One Homes.”
According to Irani Movietone founding partner Danesh Irani “In its unique way, the film captures the tiresome process of building a dream home. JSW One Homes with its turnkey solution converts the entire journey of building a home into an unforgettable hassle-free experience.”
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.
