MAM
HiveMinds wins the digital mandate for Wonderchef Home Appliances
Mumbai: Hiveminds Innovative Market Solutions, the digital and ecommerce specialist arm of Madison World, won the integrated digital mandate for Wonderchef Home Appliances. The account was won by the Agency after a multi-agency pitch involving several rounds of presentations and will be handled from its Mumbai office. As part of the mandate, HiveMinds will be responsible for the digital performance of owned assets and e-commerce marketplaces, social media management and search engine optimization (SEO).
Founded by celebrity chef Sanjeev Kapoor and serial entrepreneur Ravi Saxena in 2013, Wonderchef is one of the most preferred brands in India for premium kitchen appliances and cookware. Their products are designed with an emphasis on quality, design, and innovation, often endorsed by Chef Sanjeev Kapoor himself.
Wonderchef chief marketing officer Amit Tilekar commented on the association, “We’ve been on a growth trajectory over the last 3 years and this year, we’re targeting a 25-30% revenue growth, and digital success is pivotal for achieving it. Our customers are digital-first. Often, their entire user journey from search, comparison, review, and buying is initiated and completed online. Even for offline retail customers, digital holds a significant influence.
We’ve seen HiveMinds’ work over the various rounds of pitches, and after evaluating their tech and team capability, we are sure that they are the right partner for growth at this stage of our journey”.
HiveMinds chief client officer Saurabh Tyagi said, “We’re proud to have won the integrated digital marketing mandate for Wonderchef. They are a formidable brand in the fast-growing Kitchen & home appliances category. Most importantly, their digital-first approach gives us the opportunity to completely leverage the power of digital. With this mandate, we will be able to use digital content, social media engagement and sharply defined performance campaigns to deliver success to the brand”.
HiveMinds is a Bengaluru-based full-service digital marketing company and consultancy with a specialization in performance marketing, display, e-commerce, and programmatic buying. They manage digital mandates for Dominos, MaxLife Insurance, BigBasket, CoinSwitch Kuber, and eCommerce mandates of brands like Crompton, P&G, Nivea, Saffola Honey, Sugar cosmetics, ITC Dermafique, Sonata watches, Stanley black & decker, etc. The company owns unique technology, tools, and data analytics methodologies that enable it to deliver outstanding results to its clients.
HiveMinds is a part of Madison World, India’s largest homegrown communication agency group established in 1988. Madison World through its 11 units served last year, as many as 500 advertisers.
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.
