MAM
Mirchi and SBI Life Insurance presents 13 editions of Spell Bee
Mumbai: Mirchi, a city-centric music and entertainment company, collaborates with SBI Life Insurance, one of the most trusted private life insurers in India, to present the 13 edition of Spell Bee- ‘Spellmasters of India’. The association provides a meaningful platform for young minds across the country, by encouraging them to pursue their dreams and excel in an invaluable life skill. Being India’s largest spelling competition, Spell Bee, which is open for students from grades fifth to ninth, aims to positively captivate young minds towards honing their skills, nurturing their intellect & boosting their confidence.
The 13 editions of Spell Bee, will see participation from more than 3,00,000 students from 350 schools across 30 cities. The top 75 students will qualify for the National Semi-Final and only the top 16 will compete in a grand finale, which will be aired exclusively on Disney+. The winner will also have the chance to claim a grand prize of Rs 1,00,000 and an all-expenses-paid trip to Disneyland, Hong Kong.
Commenting on the launch of 13 editions of SBI Life Spell Bee, ENIL CEO Yatish Mehrishi said, “Over the past two decades, Mirchi has developed a diverse portfolio of properties, shows, and solutions, all aimed at nurturing various communities. As we embark on the 13th edition of Spell Bee this year, it signifies more than an event; it stands as a significant initiative reflecting Mirchi’s unwavering dedication to inspire, engage, and empower young minds across the nation.”
Commenting on the partnership, SBI Life Insurance chief of brand, corporate communications and CSR Ravindra Sharma stated, “At SBI Life we are continuously exploring opportunities that help liberate individuals to reach their full potential and starting early can have a deeper meaningful impact in an individual’s life. We believe every child has a unique potential to excel, and by providing them with the right tools and platform, we aim to foster an environment of learning & development. SBI Life’s partnership with Spell Bee – ‘Spellmasters of India’ reflects our commitment to liberating young minds in fulfilling their aspirations and enabling them to with the opportunity to be recognised on a universally recognised platform.”
He further added, “Children are the future of our nation and we are immensely proud to be a part of this educative initiative. We believe that spelling is an extremely important skill that aids in expressing themselves better and more clearly. We are thus, dedicated to encouraging young minds to explore possibilities, not only in academics but in all aspects of their development. This partnership serves as a testament to our unwavering commitment to positively shaping young minds across the nation. We are excited to embark on this journey, to create invaluable future citizens who will contribute to the progress and prosperity of our nation.”
As a part of the promotion, renowned RJs from Mirchi will make mention of the initiative and other related details on the radio channel to attract participation from schools & parents. Other promotional activities via PR, Digital etc. will follow.
The Spell Bee – Spellmasters of India initiative is a testament to SBI Life’s commitment to not only provide monetary prizes to the winner but also aid in the holistic development of young minds across the nation.
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.
