MAM
Polycab India and Madison Media join forces for a remarkable ICC World Cup 2023
Mumbai: India’s leading electrical goods company, Polycab India underwent a complete brand refresh, changing the concept from “Polycab – Connection Zindagi Ka” to “Polycab – Ideas. Connected”. Madison Media and Professional Management Group (PMG), both Units of Madison World, India’s largest homegrown communications network, partnered with Polycab in taking its new communication far and wide, by leveraging the country’s biggest media opportunity of the year 2023 through ground sponsorship and broadcast sponsorship – the ICC World Cup 2023, currently being played in India.
Earlier this year, Madison Media and PMG collaborated with Polycab India for an opportunity to get into a strategic partnership with International Cricket Council (ICC), making Polycab the official partner of the prestigious tournaments. This association included Polycab’s Ground sponsorship of all major ICC men’s and women’s events until 2023 including the ICC Women’s T20 World Cup 2023, which took place in South Africa, the ICC World Test Championship 2023, held in United Kingdom and the ICC Men’s World Cup 2023, currently ongoing in India.
Madison Media also collaborated with Polycab further in extending its on-ground association with on-air TV sponsorship on Star Sports TV during the World Cup. The ICC World Cup attracts millions of viewers across the globe, almost 80% from India. Polycab is one of the ‘Associate Sponsors’ for the ICC World Cup on Star Sports and will be visible across more than 12 national and regional TV channels. Polycab has emerged as a customer centric brand through this synergistic approach which is in line with the brand’s new purpose of connecting all to brighter future.
“It is a matter of great pride for Polycab, a reputed home-grown brand with presence in 60+ countries, to partner with the International Cricket Council. The game is a passion for millions of fans worldwide, and being driven by the same philosophy, we at Polycab understand the importance of connecting with our customers through their passion. We are delighted to partner with ICC to support cricket and together we will create a memorable experience for our patrons, Madison and PMG’s expertise and innovation have revolutionized our partnership, ensuring maximum visibility and impact”, commented Polycab India CMO & executive president Nilesh Malani about Polycab’s association with ICC and their new brand identity.
“Polycab’s bold decision to go in for ground sponsorship + broadcast sponsorship was indeed a smart move, charactering the Company’s ability to make big moves in every area from manufacturing and building capacity to supply chain and dealer relationships. The scale of the recent launch of the new Brand Identity with glitz and glamour said a lot about the company’s aggressive plans yet to unfold in the near future. I am glad that both Madison Media and PMG rose to the occasion to do full justice to the Brand. I have no doubt that this initiative will pay rich dividends in the years to come. With India’s brilliant undefeated performance to date and given the nation’s enthusiasm and interest in the tournament augur well for the Brand’s continued meteoric rise”, said Madison World chairman Sam Balsara on this association.
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.
