iWorld
Bajaj Dhuniverse crowns ‘Voice of the Nation’ on 31 March
Shankar-Ehsaan-Loy to judge finale in Mumbai as over 60,000 aspirants compete.
MUMBAI: Bajaj Dhuniverse just hit the high note because when 60,000 voices chase a dream, even the judges need earplugs and a standing ovation. Bajaj Finserv will conclude its digital-first music talent platform Bajaj Dhuniverse with a grand finale on 31 March in Mumbai. The event, hosted in the presence of legendary composers Shankar-Ehsaan-Loy, will crown the ‘Voice of the Nation’ after a six-month nationwide search that drew over 60,000 auditions from metros to deep rural areas.
The platform enabled aspiring singers and musicians to submit audio and video entries without the barriers of physical auditions. A rigorous, multi-layered evaluation process shortlisted the top 100 contestants, who received mentorship from Shankar-Ehsaan-Loy through a digital episodic format. From this pool, 10 finalists and one wild-card entrant were selected to perform live at the finale.
The winner will receive the opportunity to co-create the Bajaj Anthem as Season 1’s ‘Voice of Bajaj’, record an independent album with Zee Music Company, and collaborate with Shankar-Ehsaan-Loy on a Spotify release.
Bajaj Finserv president of digital platforms Manav Mianwal said, “We owe it to the nation and our people to invest in creating platforms that harness potential and create new role models. The response we have received in Year 1 gives us the tailwinds and the courage to make this even bigger and better in Year 2.”
Shankar Mahadevan said, “What stood out to me about Bajaj Dhuniverse was the intent to find and elevate musical talent from all corners of India. The digital-first approach has made participation genuinely inclusive.”
Ehsaan Noorani added, “The range, depth and commitment we witnessed during evaluations were extraordinary.”
Loy Mendonsa noted, “India has always had immense musical talent. Bajaj Dhuniverse created a platform where musicians could step forward and be discovered.”
The campaign was amplified through on-air storytelling and on-ground activations in partnership with Radio Mirchi. The finale will be streamed nationwide, offering music lovers across the country a chance to witness the crowning moment.
In a country where musical dreams often stay hidden in small towns and villages, Bajaj Dhuniverse didn’t just open the stage, it built one that reaches every corner, proving that the next big voice may not come from the spotlight, but from the silence between the notes.
iWorld
ICC #T20CreatorClub generates over 2.5 billion views during 2026 World Cup
JioStar-led initiative with 250 plus creators turns cricket moments into viral stories.
MUMBAI: The ICC #T20CreatorClub just smashed a record six because when 250 creators swing their content at the T20 World Cup, even the algorithms start cheering in the stands. The International Cricket Council’s #T20CreatorClub, significantly activated by JioStar, emerged as one of the largest creator-led programmes during the ICC Men’s T20 World Cup 2026 co-hosted by India and Sri Lanka. Bringing together over 250 creators across comedy, gaming, lifestyle, regional storytelling and Gen Z voices, the initiative transformed on-field moments into authentic, relatable digital stories that resonated deeply with fans.
The campaign generated more than 2.5 billion organic video views across platforms. JioStar’s content alone contributed over 1.66 billion views through more than 1,100 posts, with 21 individual creator posts each crossing 15 million views.
Creators experienced the tournament in varied ways. While many captured the electric stadium atmosphere, a select group of superfans received structured access near player areas. These moments were turned into high-impact stories that travelled far beyond the venues, bringing fans closer to their favourite teams and players.
JioStar, head of content for sports Siddharth Sharma said, “Cricket today is as much a cultural phenomenon as it is a sport. With the ICC Men’s T20 World Cup 2026, our ambition was not just to broadcast matches, but to build moments that live and travel across platforms. By scaling our creator partnerships through the ICC’s #T20CreatorClub, we’ve been able to drive deeper relevance, especially among younger and newer audiences, while amplifying the intensity of key match-ups.”
The diversity of creators and formats proved to be a defining strength, showcasing how the creator ecosystem is redefining fan engagement with sport. The initiative amplified the cultural conversation around a tournament that broke multiple viewership records.
In a World Cup where boundaries were smashed on the field, the #T20CreatorClub proved that the real sixes were being hit on social media turning every match moment into millions of views and cementing creators as the new MVPs of cricket’s growing global audience.
