Movies
Onir reveals first look of LGBTQ short film Tumhari Khushboo
MUMBAI: National Award-winning filmmaker Onir has unveiled the first look of his upcoming Hindi short film Tumhari Khushboo, offering a gentle yet stirring glimpse into a story told as much through silence as through emotion.
Starring Barun Sobti and Shashi Bhushan, the film marks a rare and meaningful moment in Indian cinema. Bhushan, a visually impaired actor, portrays a queer character, bringing both authenticity and nuance to the narrative. Written by Ravi Asrani and produced by Impulse Mumbai, the film blends intimacy with purpose, rooted in the collective’s long-standing work around sexual wellness, mental health, substance use, and LGBTQIA+ advocacy.
Set against the familiar hum of Mumbai, Tumhari Khushboo follows Sunil, a visually impaired masseur, and Kamran, a sports teacher who becomes his client. The newly revealed poster hints at a quiet closeness between the two, while suggesting unresolved memories that may complicate their growing bond.
Speaking about the project, Onir shared that the film holds a deeply personal place in his journey. He described it as his first attempt at bringing together queerness and disability on screen, adding that the story speaks about safer sexual wellness, empathy, and the universality of love, desire and vulnerability.
He also praised the cast, noting that Shashi Bhushan’s talent as both an actor and musician naturally shaped the film during workshops, while Barun Sobti brings emotional depth to Kamran, a man navigating affection alongside his own internal biases.
Echoing the sentiment, Impulse India programme manager Bismaya Kumar Raulo, said the film reflects the organisation’s core values of inclusion and affirmation. He described it as a quiet reminder that queer lives exist across many intersections, and that honest storytelling can foster a more compassionate society.
Impulse Mumbai team member Mihir Maher added that the film celebrates every form of love with sincerity, championing acceptance, responsibility and empathy without preaching.
Without giving too much away, the first look sets the tone for a reflective film that explores love, boundaries and self-discovery with understated grace. More details about Tumhari Khushboo are expected to be announced soon.
Hollywood
Disney sells out ad slots for 98th Oscars broadcast
Strong demand for live events turns the Academy Awards into a global, multi-platform marketing moment
NEW YORK: Hollywood’s biggest night has also become one of advertising’s hottest tickets. Disney has sold out all advertising inventory for the 98th Oscars, underscoring the growing demand from brands eager to ride the cultural wave of major live events.
The sell-out marks the sixth consecutive live tentpole success for Disney Advertising. The streak includes last year’s 97th Oscars, the 59th Annual CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, signalling strong appetite among marketers for moments that bring audiences together in real time.
For advertisers, the Oscars are no longer just a single night of glitz and gold statues. Disney’s “Content Everywhere” strategy has expanded the awards show into a sprawling, multi-platform brand playground spanning linear television, streaming, social media and digital content.
“Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity and community,” said Disney Advertising SVP, entertainment and streaming solutions John Campbell. He added that the company has reshaped the show’s commercial potential into a connected experience that stretches well beyond the broadcast.
Brands such as Mazda, Pfizer and Volkswagen of America are tapping into Disney’s wider ecosystem, appearing across original content segments including Know Your Movies on Hulu and Critically Acclaimed on Disney+. Partnerships also extend to social media through TikTok Pulse Premiere and to custom brand storytelling created by Disney CreativeWorks.
The result is what Disney calls the “Oscars Everywhere” approach. Rather than a few high-profile ad breaks, advertisers now find themselves woven through a series of moments before, during and after the ceremony.
These include On The Red Carpet at The Oscars, a live pre-show syndicated across major local markets and streamed nationwide, and the After the Oscars Show, which keeps the conversation going once the final award has been handed out.
This year’s sponsors include Rolex, returning for its ninth year, and Burger King, which joins the Oscars advertiser roster for the first time. Other brands in the mix include Disney Cruise Line, Dunkin’, Eli Lilly and Company, Eucerin, Intuit TurboTax, L’Oréal, McDonald’s, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota and Verizon.
The 98th Oscars will take place on March 15, 2026, at the Dolby Theatre at Ovation Hollywood. The ceremony will be broadcast live on ABC and streamed on Hulu, reaching audiences in more than 200 territories worldwide.
