MAM
Orill Foods collaborates with Regina Cassandra for brand endorsements
Mumbai: Orill Foods Pvt Ltd, a leading homegrown player in the convenience food segment, has collaborated with actress Regina Cassandra for its brand endorsements. Regina, a popular and acclaimed name in Tamil, Telugu, Kannada, Malayalam as well as Hindi film industry, resonates with Orill’s brand vision of establishing an outreach to people across different parts of India. A TVC has been released as part of the collaboration wherein the actress can be seen as a working woman who eases her life with the help of comfort food offerings from Orill.
Orill Foods co-founder and managing director Cherukuri Srinivasa Rao said, “Orill consistently strives to build a connection between comfort food and consumers through innovative and high-quality products. As a brand we intend to cater to consumers on a pan-India basis and collaboration with someone like Ms Regina Cassandra gives us easy access to penetrate into all markets across linguistic and cultural lines.”
Regina too expressed her excitement on being appointed as the brand ambassador of Orill Foods. “Orill has been delighting households by meeting their most inevitable need of instant foods and ready-to-use condiments. From instant chutneys to my favourite instant Sambar, Orill manufactures its products with due diligence, and I am elated to be a part of the brand’s growth journey”
This comes alongside Orill’s recent collaboration with Big Boss Telugu, hosted by Nagarjuna, as an associate sponsor. According to Orill, the show on STAR MAA has been a big advantage in taking the brand to a wider audience with ease. Apart from Bigg Boss, ORILL is also associated with the JABARDASTH show on ETV, among others. Its TVC is already being broadcast across all leading Telugu Channels like MAA TV, ETV, Z TELUGU, NTV, TV9 and the list goes on..!
Telecasting of ads across TV channels with a wider viewer base has increased awareness around the brand and the products, making Orill successful in a short span of time while enhancing its visibility across 200000 retail Outlets across Andhra Pradesh and Telangana.
With a commitment to quality, taste, and customer satisfaction, ORILL’s dedication to innovation and sustainability has propelled it to the forefront in the Instant chutney segment. It stands alone as a market leader and aims to reach 50 crore revenue for FY23-24 from Andhra Pradesh and Telangana, with its wide variety of range including Coconut, Peanut, Mint, Ginger, Tomato, and Sambhar. The products have also registered huge demand in International markets, especially Asia-Pacific. Since these chutneys are made up of Natural Ingredients without preservatives and can be made in just five seconds just by adding water, they have created an exponential impact in the domestic market.
ORILL wishes to carry this successful journey into other southern states like Tamil Nadu, Karnataka, and Kerala, aiming to achieve 40 crore revenue from these states this year, considering the huge potential of the Instant Chutney Markets.
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.
