iWorld
Thinkin Birds Communications secures creative mandate for Curry Up Now
Mumbai: Thinkin’ Birds Communications has won the creative media mandate for Curry Up Now, a popular fast-food brand headquartered in California, USA. The mandate includes digital media, campaigns, website management duties, and more.
Curry Up Now, known for its innovative approach to Indian street food and its fusion with global flavors, has entrusted Thinkin Birds Communications with the task of shaping its creative narrative and branding strategy to propel the brand to new heights.
Curry Up Now CEO Akash Kapoor said, “We are excited to welcome Thinkin Birds Communications to the Curry Up Now family as our creative partner. Their demonstrated creativity and insight into our industry is impressive, and we believe they are the right choice to drive our brand’s creative vision forward”
Curry Up Now has rapidly expanded across the nation, offering a delightful assortment of Indian-inspired culinary creations, from classic curry dishes to inventive street food items. The partnership with Thinkin Birds Communications is poised to usher in a new era of creativity, bringing fresh energy to Curry Up Now’s marketing efforts.
Commenting on the newest addition to their roster, Thinkin Birds Communications CEO and co-founder Bhavik Mehta said, “We are thrilled about the partnership with Curry Up Now on this exciting journey. Our team is committed to creating innovative and memorable campaigns that will capture the essence of Curry Up Now’s delectable cuisine and vibrant culture”
Thinkin Birds Communications will be responsible for developing and executing comprehensive advertising campaigns, encompassing brand strategy, creative design, digital and social media marketing, and more, to reinforce Curry Up Now’s position as a leader in the restaurant industry.
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
