MAM
Honda’s ‘Great Eterno Yatra’ to promote scooter
NEW DELHI: Honda Motorcycle and Scooter India (HMSI) recently conducted a promotional-cum-response generation event – `The Great Eterno Yatra’ for its four-stroke scooter Eterno.
The yatra traversed through 10 cities covering the north, west and central India and a total distance of around 2000 kilometres. The campaign was devised by HMSI’s roster agency Triton Communications, Delhi.
The idea behind the rally, designed exclusively for Indian market, was to prove its mettle in a minimum span of time in a demonstrable manner. The rally was conceptualised after considering researches which indicated that the key concerns/expectations of the consumer were mileage in normal riding conditions, ability to carry load, breakdown factor and stability while riding.
Triton’s brand services director Anchal Duggal says, “Our idea was to demonstrate in a real manner – and not through mock stunts – the reliability aspect of Eterno. This provided HMSI an opportunity to test the Eterno under actual riding conditions on parameters like mileage, endurance, loading capacity, the unique one-direction gear system and riding comfort.”
Along with these parameters, Eterno also scored on basic features of a Honda product like patented CLIC mechanism and Tuffup tube designed to assist during breakdowns Duggal states.
According to Vivek Srivastava, executive director of Triton, a 17-member team – including journalists from auto magazines, technicians from HMSI and a co-ordination team – the rally travelled from city to city, covering the entire distance in 16 days before coming back to their base, Delhi.
The ‘Great Eterno Yatra’ allowed the consumer to touch and feel the product locally and check out the performance. Each city witnessed a press conference with a local event organized by dealers along with HMSI.
“Keeping in view the conversion factors, a lot of focus was on test drives. Normally out of 1000 test drives, nearly 15-20 conversions would happen,” Duggal says.
The campaign is part of a promotional strategy for Eterno. Triton’s mandate for Eterno includes inculcating confidence among the target audience as the category is known for usage in rugged manner.
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.
