Digital
Weekend Unwind with: Tonic Worldwide co-founder and COO Samir Asher
Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind—a series of informal chats that peek into the minds of business executives through a fun lens in an attempt to get to know the person behind the title a little better.
In this week’s session, we have Tonic Worldwide co-founder and COO Samir Asher.
Asher heads technology and innovation in the digital first integrated agency.
Having set up a team of 160+ people across India, Asher believes in a people-first entrepreneurial culture encouraging the development of talent across verticals. He has been consulting brands for their digital and business transformation initiative by enabling their D2C presence and leads search and organic discoverability for these brands along with their other tech initiatives. He has consulted over 200 brands across multiple countries at Tonic.
He has led multiple industry-first tech initiatives like neurosensory gaming, multi-screen interactive engagement, immersive experiences in the metaverse and generative AI.
So, without further ado, here it goes…
- Your mantra for Life
Eat cake, stay awake, and laugh till your abs ache!
- A Book you are currently reading / plan to read
Hooked: How To Build Habit-Forming Products – nir eyal
- Your Fitness mantra, especially during the pandemic
Fitness and I go way back. I used to love my gym time; it was where I’d escape, just me and the weights. But when the pandemic hit, things changed. I started working out twice as much at home, getting creative with resistance bands on my terrace and sweating it out with High Intensity Interval Training. If anyone looked up, they’d think they were witnessing a one-person fitness flash mob!
- Your comfort food
A warm bowl of Dal chawal or Tandoori Chicken, Salad
- When the chips are down a quote/ philosophy that keeps you going
Treat them like a video game level. Jump, dodge, and power through, knowing that victory awaits at the end!
- Your guilty pleasure
Well, if we’re spilling secrets here, let me confess: my guilty pleasure is a smooth single malt whisky on the rocks.
- When was the last time you tried something new?
I attempted to breakdance like a pro. Let’s just say the only thing I successfully broke was my dignity!
- A Life lesson you learnt the hard way
Geeky gadgets, social apps and tech wizardry may be exciting, but don’t forget to cherish real-life connections. The best algorithms are often found in the hearts of loved ones.
- What gets you excited about life?
The thrill of conquering new challenges, whether it’s tackling a trail, digital innovation, mastering a new skill, or achieving personal goals. Pushing my limits ignites my excitement for life’s journey.
- What’s on top of your bucket list?
Wing walking! Now, if only I could stumble upon a magical lamp to grant me that wish. Fingers crossed!
- If you could give one piece of advice to your younger self, what would it be?
Don’t take life too seriously. Dance like no one’s watching (but be aware that someone might be recording it for making a viral meme)
- One thing you would most like to change about the world
One thing I would most like to change about the world is the prevalence of internet bullying and the lack of people helping each other. It’s disheartening to see the harm caused by online cruelty and the missed opportunities for kindness and support
- An activity that keeps you motivated / charged during tough times
I find motivation and energy through a powerful combination of exercise, music, and gaming. And when I crave a sense of peace, I embrace moments of solitude to recharge and reflect.
- What lifts your spirits when life gets you down?
I take a moment to reflect on the positive aspects of my life and express gratitude for the little things that bring me happiness.
- Your go-to stress buster
My go-to stress buster involves enjoying a cup of cinnamon coffee while listening to my favorite music. It’s a delightful combination that instantly uplifts my mood and helps me relax.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
