Brands
Saugata Mukherjee exits SonyLIV after steering standout content run
Streaming chief signs off after a prolific phase of originals and awards
MUMBAI: SonyLIV is set for a leadership transition, with its executive vice president and head of content Saugata Mukherjee announcing his departure after a three-and-a-half-year stint that helped shape the platform’s creative identity.
In a reflective note shared publicly, SonyLIV executive vice president and head of content saugata mukherjee described his tenure as more than just building a slate of shows, calling it “a shared belief in stories, in risks, in pushing ourselves a little further every single day”. He pointed to a wide-ranging line-up including The Hunt, Mayasabha, Kankhajura, Black White and Gray, Four and Half Gang, Kuttram Purindhavan, Real Kashmir Football Club, Maharani S4 and Freedom at Midnight S2 as a fitting close to his journey with the platform.
Mukherjee credited the team’s resilience through “crazy deadlines, uncertain moments and audacious choices”, adding that what stood out most were the quieter wins and collective spirit behind the scenes. “Some goodbyes are harder than others. This is one of them,” he noted, signalling an emotional sign-off.
During his tenure, Mukherjee oversaw content strategy, commissioning and original programming across languages and genres, helping SonyLIV cement its position in India’s increasingly competitive streaming landscape. The platform’s catalogue under his watch included critically acclaimed titles such as Scam 1992, Maharani, Rocket Boys, Tabbar, Gullak and Freedom at Midnight, collectively earning over 100 industry awards and several international nominations.
Before rejoining SonyLIV in 2022 as EVP, Mukherjee had a brief stint at HBO Max under Warner Bros. Discovery, where he led India content strategy and worked on the platform’s global rollout. Earlier, he held senior creative roles at Disney+ Hotstar and Star TV Network, shaping original programming during the early days of India’s OTT boom.
His career began in publishing, with leadership roles at Pan Macmillan and HarperCollins Publishers, where he worked closely with some of India’s most prominent literary voices.
Mukherjee’s exit marks the end of a defining chapter for SonyLIV’s content journey. As the platform looks ahead, it does so on the back of a creative foundation that has consistently punched above its weight in a crowded streaming arena.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
