iWorld
Singer Ali Saffudin’s ‘Theher’ is all about celebrating the journey
Mumbai: In the rat race of life, we often forget to pause, hold back and enjoy being alive. Singer Ali Saffudin has joined hands with Artiste First to deliver a pertinent musical message on this subject. Artiste First’s latest song, ‘Theher’, is all about taking a break to listen to your heart and Celebrate the journey rather than being worried about the destination.
An eclectic tune that combines elements of Post Rock, Soul and Trip Hop to create a unique indie feel, ‘Theher’ is a one-of-its-kind track. The core message of the song is to never let the pressures of life take a toll on your dreams, desires and joys. A melodic combo of multiple genres, the song crafts a distinct identity through its theme.
‘Theher’ boasts of Urdu lyrics that offer a soothing reminder to not keep running without living. Written, composed and performed by Ali Saffudin, who also strums the guitar for the song, the track also inherits a musical palette that delivers a distinctly original listening experience.
A rising musical star who is witnessing his own ‘Theher’ moment, Ali Saffudin, was a former Production manager at a renowned radio station in Kashmir. The creative soul bid farewell to his secure job to pursue musical dreams. Not wanting to be confined to one form of music, Ali excels at Post Rock, Soul, Trip Hop and any other genre that challenges his creative spirit. The multi-talented artist has also conceptualised and directed the official music video of the song.
Theher’s music video recreates the unique vibe of the song. Featuring Ali himself, the video begins with a surreal yet striking frame of Ali tirelessly working on his office laptop, surrounded by a barren field. The visuals slowly transition into soothing shots as Ali pauses to live life. Just like the singer has taken a break to rediscover the magic of little things, the video captures the spirit of breaking shackles to breathe free and easy.
Talking about realising his dreams and creating his latest song, Ali Saffudin said, “Theher is almost autobiographical in a way since it parallels my own journey of quitting the corporate world to embrace musical passions during the making of Audio and Video of the song in the last one month. The idea behind this song was to encourage many others to let go of that mechanical stress and try to live happier and lighter. I am really excited to take my labour of love in front of audiences”.
Sharing his thoughts on their latest release, Artiste First, co-founder Rohit Sobt said, “Artiste First always keeps the freedom and talent of the artiste first, and that is exactly what we have done with Theher. Ali is an association we are very proud of, he has really been honest and put himself out there with this song. Theher’s message is one that holds a lot of relevance in today’s times. To celebrate the journey. Ali Bhai has demonstrated himself the importance of Theher by taking a break from his regular corporate job. His Theher moment comes while riding the bike– we all need to find ours :)”.
Artiste First has consistently unearthed the most gifted of talents from across the nation. Ali Saffudin seems to be one such name who has all the makings to carve a niche of his own. If ‘Theher’ is anything to go by, the sky’s the limit to Ali’s potential.
The song ‘Theher’ is now available on all leading music platforms. The official music video is live on YouTube.
Gaming
MTG gaming chief Benninghoff joins NODWIN board as esports firm primes for IPO
The Gurugram-based esports firm is pursuing a public listing, has returned to profitability and is growing revenues by 42 per cent
GURUGRAM: NODWIN Gaming is moving fast. The Gurugram-based gaming and esports company has launched a pre-IPO fundraising round, appointed UBS as lead adviser for both the round and a subsequent public listing, and landed a heavyweight board director, all in one go.
The new board member is Arnd Benninghoff, executive vice president of gaming at Stockholm-listed Modern Times Group (MTG), who has overseen the group’s strategic investments and portfolio growth since 2014. He is no stranger to building things: Benninghoff has founded and built fifteen companies, served as chief digital officer at ProSiebenSat.1 Media AG, managing director of SevenVentures, and chief executive of Holtzbrinck eLAB. He began his career as a journalist at Deutsche Presse Agentur and various TV networks, holds a Diplom-Kaufmann in business and administration from the University of Münster, and previously sat on the board of Edgeware AB.
The numbers back the ambition
NODWIN is not pitching a story without substance. The company has returned to EBITDA profitability and posted a 42 per cent year-on-year revenue surge, reaching $58.5m in the first nine months of FY2026. The pre-IPO round will combine a primary issuance to fund global expansion through organic growth and acquisitions, alongside a secondary sale to give existing shareholders some liquidity.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, said Benninghoff understands “the entire lifecycle of the gaming and media ecosystem, from the boots-on-the-ground reality of building startups to the strategic complexity of managing multi-billion dollar global portfolios.”
Benninghoff, for his part, said the company “sits at the intersection of sports, entertainment, and technology, making it one of the most exciting players in the global gaming landscape today.”
A portfolio built for the global south
Founded in 2014 by Rathee and Gautam Virk, NODWIN has quietly assembled one of the more compelling esports portfolios outside the Western hemisphere. Its properties include DreamHack India and Comic Con India, and it recently acquired StarLadder, the Ukraine-based tournament organiser behind premier events in CS:GO and Dota 2. The company also serves as a long-term strategic marketing partner for the Evolution Championship Series (EVO), the world’s most prominent fighting game tournament, helping push it into new geographies.
Its geographic focus spans South Asia, Central Asia, Southeast Asia, the Middle East and Africa. Backers include Nazara Technologies, KRAFTON, Sony Group Corporation, JetSynthesys, and the founders’ investment vehicle Good Game Investments.
What comes next
With UBS running the books, a board freshly reinforced with European media and gaming expertise, and revenue heading in the right direction, NODWIN is laying the groundwork deliberately. The esports industry has burned investors before with big promises and thin margins. NODWIN’s return to profitability, combined with a real portfolio of owned intellectual properties across gaming, music and youth culture, gives it a more credible runway than most. The IPO clock is now ticking.
