iWorld
FirstPost leads with 673 per cent growth in YouTube views in three months
Mumbai: FirstPost, India’s leading digital news platform, has witnessed a massive 673 per cent growth in YouTube views since the launch of managing editor Palki Sharma’s show, ‘Vantage’ in late January this year. The show has been a game-changer for the platform, as it captivated global audiences with its gripping content.
The YouTube channel of FirstPost has garnered viewers from all over the world, with over 60 per cent of its audience coming from international locations.
Despite being a new entrant in video content production, the platform’s video pivot is paying off in the form of this remarkable growth. The YouTube channel of FirstPost had 11 million views in January, and following a staggering 673 per cent growth in video views, it reached an impressive 85 million views in April. The channel has also crossed one million subscribers on YouTube, cementing the platform’s position as one of the world’s top digital news platforms.
“The tremendous growth of FirstPost is proof that there is a growing audience for meaningful news content. The numbers give us the confidence to stay the course in an otherwise challenging media business environment. In the weeks ahead, we’ll introduce new offerings, as we continue to reimagine storytelling, disrupt formats and reach out to a diverse multimedia audience,” said FirstPost managing editor Palki Sharma.
FirstPost recently launched two additional shows on its YouTube channel. ‘Flashback,’ which airs on Saturdays at 8 PM, narrates the story of significant historical events in a simple and easy-to-understand manner. ‘Between The Lines,’ which airs on Sundays at 8 PM, goes beyond the usual headlines to provide audiences with the untold story.
Catering to a global audience, Vantage covers the biggest news stories from a 360-degree perspective, giving viewers a chance to assess the impact of world events through a uniquely Indian lens. The show goes beyond the headlines to uncover the hidden stories – making Vantage a destination for thought-provoking ideas. Vantage was launched on 26 January this year and aired Monday to Friday at 9 PM IST on FirstPost.com and Firstpost’s YouTube channel.
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
