iWorld
Mirchi’s Onam extravaganza, Colouronam, welcomes artists to the radio
Mumbai: Mirchi, India’s no-one city-centric music and entertainment company, is excited to launch an Onam-special initiative called Colouronam, spanning across Kochi, Kozhikode, and Trivandrum. Mirchi is all set to fill the airwaves with Onam festivities, bringing forth joy, entertainment, and a touch of celebrity flair to its listeners. Throughout the festive season, for five days, renowned Malayali singers, actors, and chefs will grace the Mirchi studios as guest RJs, known as StaRJs, offering a week fueled with unparalleled entertainment.
Mirchi has partnered with various celebrities, including music director Hesham Abdul Wahab, actress Annu Anthony, actor Gokul Suresh, chef Pillai, MP Hibi Eden, and popular designer Stephy Xavier to craft a truly memorable festive experience for Malayalis. These StaRJs will take the reins of Mirchi’s morning shows as RJs and delve into various themes that resonate with the essence of Onam. Throughout the week, listeners can look forward to engaging discussions on topics including Onam memories, delicious Onam delicacies, traditional attire, the evolution of Onam celebrations, and the timeless melodies of Onam songs.
The festive spirit will also reach the listeners, with on-air giveaways including stylish clothes and coveted movie tickets. Additionally, Mirchi’s RJs will actively engage with the audience through Onam-themed reels on Instagram, further intensifying the excitement across social media platforms. Mirchi is all set to release an original song titled Onamaayi. This exclusive track will be unveiled on-air on 24 August.
ENIL, Mirchi business director Tamil Nadu & Kerala Ajith U said, “This Onam, Mirchi is embracing the joy, unity, and cultural richness that Onam embodies through its initiative – Colouronam. We are thrilled to have the captivating voices of everyone’s favourite StaRJs infusing the airwaves with their unique charisma and enthusiasm. Through this initiative, we aim to create an unparalleled festive experience for our listeners in Kochi, Trivandrum, and Kozhikode.”
Sharing his Onam favourites, Gokul Suresh, said, “My fondest memory is celebrating Onam in Guruvayoor when we filmed an Onam song that time; for me, the highlight and favourite part of the Onam is payasam.”
For more updates and to be a part of Mirchi’s vibrant Onam celebrations, tune in to Mirchi 104 and follow mirchimalayalam for exclusive content.
iWorld
Prime Video bets big on India with global originals, films and franchise expansion
Execs highlight scale, travelability and new IP bets as India anchors global strategy
MUMBAI: At Prime Video Presents 2026, the message was clear and confident. India is not just part of the plan, it is central to it.
In a lively fireside chat hosted by filmmaker Karan Johar, Kelly Day, vice president of prime video and amazon mgm studios international, Nicole Clemens, vice president of international originals, and Gaurav Gandhi, vice president for Apac and Anz, laid out an ambitious roadmap. Think bigger stories, wider reach and a sharper focus on building franchises that travel.
Kelly Day, a regular visitor to India, set the tone early. Calling the country “one of the most important markets globally”, she pointed to the sheer scale and diversity of audiences as a driving force behind Prime Video’s growth. Indian Originals, she said, are not just local hits but global engines powering subscriptions and engagement.
That global appeal is already visible. According to Clemens, around 25 percent of viewership for Indian content now comes from outside the country. Shows rooted deeply in local culture are finding fans worldwide, proving that specificity, when paired with universal themes, travels well. From gritty dramas to sharp thrillers, Indian storytelling is increasingly crossing borders with ease.
Clemens, who joined recently to lead international originals, was particularly upbeat about India’s creative range. She highlighted a growing slate of over 100 shows in development and production, with more than 60 percent returning for multiple seasons. For her, the formula is simple. Authentic stories, told well, resonate everywhere.
Adding to the buzz, she teased new and returning titles, alongside a fresh superhero universe, the Kalyug Warriors. It signals a push into new genres while doubling down on familiar fan favourites.
If content is king, distribution is the clever courtier. Day outlined Prime Video’s layered business model in India, which blends subscription, rentals, add on channels and ad supported viewing through Amazon MX Player. The idea is straightforward. Give viewers choice, whether they want premium, free or pay per view.
India, she noted, has also become a testing ground for innovation. Tiered pricing, mobile only plans and language diversity have all been sharpened here before being exported to other markets. In many ways, the India playbook is now influencing global strategy.
For Gaurav Gandhi, the next chapter is about scale with intent. He outlined four priorities. Making Prime Video more accessible, pushing Indian content globally, building stronger franchises and supercharging the films business.
On films, the platform is moving beyond licensing into co productions and now theatrical releases in partnership with amazon mgm studios. These films will eventually stream on Prime Video, creating a full circle from cinema halls to living rooms across 240 countries.
Franchise building remains another key pillar. With hits like The Family Man, Mirzapur and Panchayat already enjoying multi season success, the focus is now on creating the next wave of enduring IP. Newer titles are already lining up for second seasons, signalling a steady pipeline.
What stood out through the conversation was a shared belief. Streaming in India is still in its early innings, and the runway is long. With a mix of local flavour and global ambition, Prime Video is betting that stories from India will not just stay at home, but travel far and wide.
Or as the executives seemed to suggest, the world is watching and India has plenty more to show.
