iWorld
Asian Paints returns with Season 9 of Where The Heart Is
MUMBAI: When doors open and guards drop, homes tend to speak louder than words. That idea sits at the heart of Asian Paints’ long-running storytelling property, Where The Heart Is, which has returned with its ninth season marking more than a decade of chronicling how India’s most recognisable faces actually live when the cameras are no longer rolling.
Launched at an event that blended reflection with quiet nostalgia, Season 9 was positioned not as a reinvention, but as a natural evolution of a platform that has steadily grown alongside changing lifestyles. Opening the season, Asian Paints MD and CEO Amit Syngle traced the origins of the property to the brand’s long-held belief that homes are emotional spaces rather than physical structures. Long before décor trends became social currency, Asian Paints had framed the home as a place of memory, identity and continuity, an idea that later crystallised into its iconic Har Ghar Kuch Kehta Hai philosophy.
That belief, Syngle noted, has only become more relevant with time. As lives get faster and more fragmented, homes remain the one space where people pause, reflect and express who they really are. Where The Heart Is was born from that insight, offering audiences a rare chance to see public personalities in their most private setting away from scripts, applause and performance.
Over the past decade, the digital-first series has grown into one of the brand’s most enduring content properties. It has crossed over 1.5 billion cumulative views, featured more than 50 personalities and opened the doors to over 60 homes across India and abroad. What began as an experiment in long-form digital storytelling has since become a reference point for branded content that prioritises emotion over interruption.
Season 9 builds on that legacy while introducing subtle but significant shifts. This year’s edition opens five distinctive homes, each rooted in a different geography, profession and phase of life. The new line-up includes Sonakshi Sinha and Zaheer Iqbal, Gautam Gambhir, Keerthy Suresh with Antony Thattil, Archana Puran Singh alongside Parmeet Sethi, and entrepreneur Aman Gupta with Priya Gupta.
While the personalities may be familiar, the stories are deliberately intimate. The season leans away from celebrity spectacle and towards everyday details shared meals, favourite corners, inherited furniture, walls layered with memories. Homes are presented not as styled sets, but as living spaces shaped by routine, compromise and affection.
One of the most notable shifts this season is the focus on families. Previous editions often centred on individual journeys; Season 9 places equal emphasis on partners, children and shared decision-making. Viewers see how décor choices become conversations, how renovations reflect evolving priorities, and how personal taste is often negotiated rather than imposed.
The storytelling continues to be helmed by Motion co-founder Joshua Karthik Stories in who has been associated with the property since its early years. Speaking at the launch, Karthik described the series as an exercise in peeling back personas. Once the lights, makeup and public roles are stripped away, what remains is a quieter, more relatable version of the person revealed through the way they inhabit their home.
This year, that intimacy is heightened by a strong theme of transformation. Several episodes explore how spaces change over time through repainting, redesigning, or simply reimagining how a room is used. Rather than showcasing grand makeovers, the series highlights achievable changes: a wall turned into a memory archive, a neglected corner given new purpose, or textures and finishes used to reflect emotional milestones.
That focus mirrors a broader cultural shift. Indian homeowners today are increasingly invested in personalisation, seeing décor not as a one-time project but as an ongoing expression of self. Season 9 taps into this mindset, subtly positioning homes as evolving narratives rather than finished products.
Digitally, Where The Heart Is continues to straddle formats with ease. Designed for relaxed, on-demand viewing, the episodes lend themselves equally to OTT platforms and social feeds, where shorter clips travel widely. Asian Paints has deliberately kept the tone unhurried allowing stories to unfold organically, without the urgency or gloss of traditional advertising.
The result is content that feels observational rather than promotional. The brand’s presence is embedded in the process of transformation and storytelling, not foregrounded as a sales pitch. For viewers, the appeal lies in recognition, the quiet sense that while the homes belong to celebrities, the emotions within them are universal.
As Season 9 rolls out, Where The Heart Is reinforces its place as a cultural archive of sorts, documenting how Indian homes and the people within them continue to evolve. In doing so, Asian Paints once again underscores a simple but enduring truth: trends may change, platforms may shift, but the emotional language of home remains timeless.
Gaming
India’s new online gaming rules take effect today, banning money games and creating a regulator
The rules, in force from today, separate e-sports from gambling and impose jail terms and stiff fines on violators
NEW DELHI: India’s online gaming sector woke up this morning to a new reality. The Promotion and Regulation of Online Gaming Rules, 2026, came into force today, May 1st, turning a year of legislative intent into enforceable law. The message from New Delhi is blunt: e-sports and social games are welcome; online money games are not.
The rules operationalise the Promotion and Regulation of Online Gaming (PROG) Act, passed by Parliament in August 2025. Together, they represent the most sweeping regulatory intervention India has made in its booming digital gaming market, one that generated Rs 23,200 crore in 2024 and is projected to grow at a compound annual rate of 11 per cent to reach Rs 31,600 crore by 2027. The stakes, in every sense, could not be higher.
A sector out of control
The urgency behind the legislation is not hard to find. An estimated 45 crore Indians have been affected by online money gaming platforms, with losses exceeding Rs 20,000 crore. Addiction, financial ruin, money laundering, and suicides have all been linked to the sector. Seventy-seven per cent of the market’s revenues came from transaction-based games, a figure that made regulators deeply uneasy.
The government’s response, effective as of today, is categorical. Online money games, whether based on chance, skill, or any mix of the two, are banned outright. So is their advertising, promotion, and facilitation. Banks and payment processors are barred from handling related transactions. Unlawful platforms can be blocked under the Information
Technology Act, 2000.
The penalties are designed to sting. Offering or facilitating online money games can attract up to three years in jail and a fine of up to Rs 1 crore, or both. Repeat offenders face a minimum of three years, extendable to five, with fines between Rs 1 crore and Rs 2 crore. Advertising such games carries up to two years in prison and fines of up to Rs 50 lakh, with repeat violations attracting higher penalties still. Cyber cell officers at state and union territory levels, including at police station, district, and commissionerate levels, are empowered to investigate offences.
The new sheriff in town
At the centre of the new framework sits the Online Gaming Authority of India, a digital-first regulator constituted as an attached office of the Ministry of Electronics and Information Technology, headquartered in Delhi. It is chaired by the additional secretary of MeitY and includes joint secretary-level representation from home affairs, finance, information and broadcasting, youth affairs and sports, and law and justice, a deliberately multi-sectoral design built for a complex sector.
The authority’s powers are broad. It will maintain and publish lists of online money games, investigate complaints, issue directions, orders, and codes of practice, hear appeals on user grievances, and coordinate with financial institutions and law enforcement to ensure effective and timely action.
Its decisions on game classification are to be completed within 90 days, a time-bound commitment that industry players have welcomed after years of regulatory ambiguity. Classification can be triggered by the authority acting on its own initiative, by an application from a service provider, or by a notification from the central government. Games will be assessed on objective factors: whether stakes are involved, whether players expect monetary winnings, the revenue model, and whether in-game assets can be monetised outside the game. The outcome is recorded in a determination order specific to the game and provider.
E-sports gets its moment
While the crackdown on money gaming dominates today’s headlines, the rules also carve out a structured path for e-sports and online social games. Registration, required when notified by the central government, applies to all games offered as e-sports and is based on factors including risk to users, scale, financial transactions, and country of origin. A successful application yields a digital certificate of registration with a unique number, valid for up to ten years. Service providers must display registration details, designate a point of contact, comply with data retention requirements, and follow directions on facilitating payments.
Online money games are explicitly ineligible for recognition or registration as e-sports under the National Sports Governance Act, 2025. The separation is deliberate, and the industry has noticed.
Akshat Rathee, co-founder and managing director of NODWIN Gaming, called today’s operationalisation “encouraging,” pointing to publisher-led registration of esports titles and a time-bound determination process as creating “much-needed certainty for all stakeholders.” He added that the “continued emphasis on clearly separating esports from online money gaming is critical in preserving the integrity of competitive gaming as a skill-driven discipline.” He described it as “a proud moment to see official acknowledgement of the broader benefits of responsible esports and gaming, from building confidence, discipline, and teamwork to creating new career pathways for young talent,” and said the framework sets “a strong foundation for the ecosystem to scale in a more structured and globally competitive manner.”
Animesh Agarwal, co-founder and chief executive of S8UL, was equally bullish. “This clarity is critical in unlocking investor confidence and attracting multi-genre brands, while also enabling organisations to take a more long-term view, whether in investing in talent, scaling teams, or building globally competitive formats,” he said, adding that it “strengthens trust among audiences and mainstream stakeholders, positioning esports not just as a sport, but as a fast-growing youth entertainment category in India.”
But Agarwal urged caution on several fronts. There remains limited clarity around financial frameworks, particularly in how esports earnings are treated by banks and financial institutions. A well-defined pathway for the formal recognition or registration of esports teams is still evolving, as are structured player protections. He also called for smoother visa processes for esports athletes competing in international tournaments and for government support in developing infrastructure, including bootcamps, training facilities, and access to high-performance equipment across titles.
Vishal Parekh, chief operating officer of CyberPowerPC India, pointed to downstream effects on education and careers. “With formal recognition and policy backing, colleges and institutions are more likely to take the sector seriously, whether through dedicated esports infrastructure, training programmes, or curriculum integration,” he said, adding that this helps students view gaming as a viable career spanning roles across competitive play, content, game development, and allied industries. He noted that as esports gains prominence in global multi-sport events, the framework strengthens India’s position in international competitive gaming, and called on the ecosystem to provide the right infrastructure and access to high-performance hardware to unlock opportunities in talent development and job creation.
Protecting users, one safeguard at a time
The rules introduce a layered system of user protections calibrated to the risk profile of each game. These include age verification, age gating, time restrictions, parental controls, user reporting tools, counselling support, and fair-play and integrity monitoring. Service providers must disclose their safety features and internal grievance mechanisms when applying for determination or registration.
A two-tier grievance redressal system sits atop these safeguards. Users who are dissatisfied with a platform’s resolution can escalate to the authority within 30 days. The authority aims to dispose of such appeals within a further 30 days. A second appeal lies before the secretary of MeitY, who must also endeavour to resolve matters within 30 days. Enforcement proceedings will be conducted in digital mode wherever possible, with cases targeted for resolution within 90 days from receipt of a complaint.
Penalties under the framework are proportionate, taking into account gain from non-compliance, loss to users, the gravity of the offence, and whether violations are recurring. Mitigation efforts by service providers will also be considered when determining penalties. All penalties imposed under the Act will be credited to the Consolidated Fund of India.
The money follows the rules
For investors and founders, the implications are immediate and significant. Sagar Nair, head of incubation at LVL Zero Incubator, a 100-day sprint designed to accelerate early-stage gaming startups across India, argues that with real-money gaming now prohibited, capital will shift “away from transaction-driven models toward content-led, IP-driven, and global-first gaming businesses.” He acknowledged trade-offs: for operators with exposure to real-money formats, the market becomes more restrictive in the near term. But he argued that by clearly separating esports and non-money gaming from online money gaming, “India is positioning itself as a hub for responsible, creative, and scalable game development.” The opportunity, he said, is “to view India not just as a monetisation-first market, but as a talent, IP, and scale market,” adding that “for founders and investors willing to adapt, this shift could ultimately strengthen India’s position in the global gaming landscape.”
The government frames the wider impact in equally ambitious terms: a boost to India’s creative economy and digital exports, new career pathways for young people, protection for families from predatory platforms, and a stronger voice in global digital governance. India, it argues, offers a model for other countries grappling with the same tensions between gaming’s economic promise and its social risks, one that shows innovation and strong safeguards need not be mutually exclusive.
Whether the framework delivers on those promises will depend on enforcement, always the hardest part. But from today, the architecture is firmly in place: a regulator with teeth, a classification system with deadlines, penalties designed to deter, and a clear dividing line between games that build careers and games that destroy finances. For a sector that has grown fast and governed itself loosely, May 1st, 2026 is the day the free ride ends.
