MAM
Electrolux launches hi-tech fridges, plans media blitz
MUMBAI: Moving in line with its commitment to nurture the hopes and nourish the lives of its customers by offering world class and innovative products, Electrolux Kelvinator Limited (EKL), announced the launch of ‘Tamanna’- World’s first refrigerator with FM Radio and message recorder.
Tamanna, which is priced at Rs 13,990 is available in 230 ltrs capacity. With the launch of Tamanna, Electrolux now offers almost 60 refrigerators in its Oxy range of direct cool refrigerators.
According to EKL managing director and CEO Rajeev Karwal, “Tamanna which means Desire is exactly in line with the Electrolux’s philosophy of nurturing hopes, desires and aspirations of its customers in whichever way possible. We are confident that this refrigerator will change the way women work in the kitchens and will make it more enjoyable by breaking the monotony of the kitchen.”
Tamannna comes equipped with an auto search FM band radio that, on press of a button, starts searching for the favourite band automatically and stops on the best channel. One can control the volume with the help of volume control. Tamanna offers a message recorder, that can record voice messages of 10 seconds duration. The LCD panel on the refrigerator ensures clear view of screen in case of inadequate ambient light.
“It has been observed that most of the times people were using magnetic stickers or post-it to leave messages for others on refrigerator door. Similarly housewives were using radio in the kitchen to avoid the monotony of daily routine work. Keeping these needs and desires of customer in mind, Electrolux developed Tamanna to offer these innovative features,” Karwal further added.
The other unique features of Tamanna include a health guard, digital clock with alarm, dual humidity control, special foldable bottle rack, drop down freezer and chiller tray, anti rust rear sheet, anti fungal gasket, designer ice tray, door open alarm that reminds one to close it in case door is left open for more than 90 seconds.
To promote this new product, EKL will unleash a multimedia campaign, stressing the ‘Life Nourishing System’ concept and showcasing the merit of the “Tamanna”, across print and electronic media.
Electrolux also announced the launch of another refrigerator, Bijlee with the view to tap the rural and semi-urban markets of India. Bijlee is the world’s first refrigerator that works even without electricity in the direct cool segment. It is priced at Rs 10,990.
Through this innovative product Bijlee, Electrolux plans to aggressively target the large untapped customer base of 13.1 million non-owner urban households with a monthly household income in the range of Rs. 3000-8000.
In the initial phase, the company plans to target 5.7 million non-users concentrated in one million population towns of North India, which can be reached immediately due to the company’s strong foothold in the region. In the second phase, the company plans to enter the B and C class towns.
According to Karwal, “It is our constant endeavour to attract maximum customers and to emerge as India’s favourite consumer brand. After consolidating our presence in the bigger markets, we are now expanding our focus on the rural markets. In India, the penetration levels of refrigerators, especially in rural markets, are extremely low primarily due to poor electrification and inadequate infrastructure in the rural areas.”
“Considering that about 80,000 villages in India do not have access to proper electricity, Bijlee provides us with an enormous potential to drive volumes. Befitting of a global leader, I am especially pleased to be launching this new category in the Indian market,” he added.
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.
