iWorld
JioStar names Seethalakshmi Iyer as SVP for Tamil and Malayalam ad sales
MUMBAI: JioStar has named Seethalakshmi V Iyer as senior vice-president for entertainment ad sales for its Tamil and Malayalam cluster, strengthening its commercial leadership as the platform pushes deeper into South India. Iyer, a seasoned sales and revenue strategist, announced the move on LinkedIn, calling it the start of “infinite possibilities” for regional storytelling.
Iyer brings two decades of experience across major broadcasters, including stints as director of sales at JioStar, national sales head for Star Vijay at the Walt Disney Company, vice-president of sales at Star, and senior manager at Zee Entertainment. Her new mandate places her at the centre of JioStar’s efforts to scale advertising in one of India’s fastest-growing entertainment markets.
The appointment comes as JioStar unveiled South Unbound, a slate of more than 25 titles championed by chief executive Kevin Vaz, who described it as a “watershed moment” for the region’s creative economy. The initiative, backed by a partnership with the government of Tamil Nadu, aims to build a future-ready ecosystem for South Indian content.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
