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NDTV’s effort is noteworthy: media planners’ verdict
NDTV’s Jai Jawan with Aamir Khan has definitely created some interest in the media. So has Zee TV‘s Independence Day special film The Hero (Its Thursday premiere has been specially shifted to Friday to coincide with the I-Day). The rest, it seems, have not evoked enough appeal.
The indiantelevision.com team posed some questions to the representatives and spokespeople of advertising/media agencies. We present few reactions that indicate the kind of response that TV channel ad sales teams have managed to get for their I-Day offerings.
While playing a devil‘s advocate, Optimum Media Solutions senior VP Amit Ray says, “When everybody innovates it cannot be termed as innovation. Yes, the Aamir Khan programme Jai Jawan is unique. But most others are the same old ghisa pita ‘innovation‘. Personally speaking, buying any special event is a waste of money as there is no evidence that advertising during I-Day gets one either more audience or greater recall or both.”
WPP Media‘s director Sanjoy Chakrabarty agrees, “Channels are primarily offering movies that have been packaged differently. No one has come out with tailor made programming concept (except NDTV)!”
According to MindShare‘s Amol Dighe says, “We have not bought any special offering for 15 August. Yes, channels like Zee are offering creative programmes such as the screening of The Hero.”
Most agencies opined that the programmes are uncreative and most channels have just chosen the easy way out by telecasting movies. Madison Media‘s client services director Neelkamal Sharma says, “To the best of my knowledge, most of the channels are showing special movies on I-Day. These specials could either be big blockbuster or movies revolving around freedom struggles and patriotism or armed forces . Apart from this, there could be some greetings for the day and may be, some cosmetic changes visually in some anchor-based shows.”
MediaCom‘s media planning director Jyoti Bansal doesn‘t agree that the shows are drab. But she says, “Well, channels have come out with some interesting stuff but we haven‘t really bought anything in special for my set of clients.”
MediaCom associate media director (buying) Gracy Fernandes however adds that her clients are advertising in NDTV‘s Jai Jawan.
According to Starcom general manager (Investments and New Initiatives) Manish Porwal, southern channels seem to have done a better job for the I-Day special. “The nationalism plank seems be getting less of a hearing from clients and accordingly from media owners. As it is, the I-Day branding and other such propositions haven‘t really been explored by any channels except south and other regional channels. NDTV has come up with the Aamir proposition and several general entertainment and movie channels have looked at packaging movies in the month. However, it has by and large been the print community which has better explored the event and special advertising around it. No, we haven‘t specifically and strategically bought around the I-Day.”
Newly joined Starcom media director Srikanth Raman also echoes the above views and says that his team hasn‘t done anything specific for the day.
Some like Zenith Media India‘s media director SA Shetty however, vouch for the channels. Shetty says some channels such as Sony Entertainment Television have come up with innovative fare and should be applauded for it.
Part of the Lowe group in India, Initiative Media‘s media director Anita Kotwani says: “Jai Jawan on NDTV and the Zee TV movies package have been bought for our brands for Independence Day.”
Kotwani add, “Some of the interesting offerings from various channels for 15 August include:
1) The Jai Jawan special on NDTV with Aamir and Barkha Dutt.
2) Spot Buy association package on Zee TV with five titles The Hero/Gadar/Legend of Bhagat Singh/Krantiveer/ Tirangaa.
3) Raj TV has ‘Independence Day Mega Movies‘ while Jaya TV has special programming on that day with movies/interviews of film personalities
4) Zee MGM has a 11 am to 1 am fete of movies with titles like Birthday Girl/Serendipity amongst others
5) CCC has an Independence Day special with three titles Vijeta, Haqeeqat / Major Saab.”
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Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
