iWorld
ITC Sunrise Pure returns with Aajker Annapurna Season 3 in West Bengal
Mumbai: ITC Ltd’s Sunrise Pure, the market leader in the branded spices category in West Bengal, is thrilled to announce the launch of Aajker Annapurna – Season 3, a culinary extravaganza that will be broadcasted on popular OTT platform – ZEE5. After two years of remarkable and consecutive success, Aajker Annapurna returns to rekindle the culinary passion and entrepreneurial aspirations of women in West Bengal.
The campaign, centered around Sunrise Pure’s dedication to fostering entrepreneurial ambitions of women looking to establish culinary ventures, introduces a fresh element to the initiative. This year the brand anticipates over 20,000 entries from all over West Bengal. Further to encourage participation, this year the registration process has been simplified with the help of a WhatsApp chatbot. The chatbot provides culinary enthusiasts with 900+ customized recipes. Participants are to use these recipes, prepare the dish and share pictures of their creations. In addition to this, with each prepared dish submission, participants will have the opportunity to earn Sunrise coins, a higher number of coins will increase their chance to qualify for the second round.
Speaking about this initiative, ITC Ltd Sunrise business head Piyush Mishra said, “We are delighted to bring back Aajker Annapurna Season 3. The previous seasons’ achievements underscore Sunrise Pure’s dedicated support for empowering women in West Bengal, helping them turn their culinary talents into flourishing enterprises. This upcoming season is poised to deliver an even more magnificent culinary experience. The incredible feedback we’ve received thus far has been truly heartwarming, and we eagerly anticipate another year of success.”
Participants can register by sending a text ‘Hi’ on ‘9433566414’, follow directions by the bot and submit their dishes for participating in Aajker Annapurna Season 3. Participants will earn ‘one’ sunrise coin per valid dish. Participants are required to earn as many coins as possible by the deadline to increase their chances of making it to the next round. The last date for submitting your entries is 22 November 2023.
Those who qualify for the next rounds will be given culinary, audio video making and entrepreneurial training by experts at ITC hotel and their recipe videos will be featured on Sunrise’s YT channel. Participants will be judged on merit and creativity they showcase by a panel of experts. The winner of the contest will receive a cash prize of 1.5 lacs.
In the previous season, the Annapurna team received over 10,000 entries. Shahala Ahmed, who won the title of ‘Aajker Annapurna’ is today a successful entrepreneur and runs her own business.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
