MAM
Tata 1mg launches #RiseAgainstDiabetes campaign in association with NDTV
Mumbai: Ahead of the World Diabetes Day, 14 November, India’s largest digital health platform Tata 1mg is launching a video campaign #RiseAgainstDiabetes in association with the leading news channels, NDTV India and NDTV 24×7.
The three-day campaign, which launches on 12 November is built around three vignettes of approx. one minute duration each, with NDTV anchor, content head & chief correspondent, special projects Ambika Singh Kahma. The whole concept of the campaign is to educate people with diabetes or at pre-diabetic stage and their families about taking full control of the disease through lifestyle modifications and adherence to treatment regimen. It urges all viewers to opt for regular health checkups, frequent doctor consultations & adherence to the timely intake of medicines. This helps to detect the disease at an early stage.
The vignettes show Kahma interacting with Tata 1mg vice president – medical affairs Dr. Rajeev Sharma, Medanta the Medicity, Gurgaon chief diabetes educator & nutritionist Chhavi Kohli (also on advisory panel of Tata 1mg), and a Tata 1mg customer Sanjay Agarwal. The host interacts with them to know more about the ways in which one can overcome the disease through early diagnoses, diet and lifestyle changes and regular timely annual health checkups.
Sharma talks about the increasing burden of diabetes in India and how Tata 1mg educates and encourages users to do regular lab tests, routine doctor check-ups, lifestyle modification and adherence to timely medications.
Kohli talks about ‘eating the right way’ which is to nourish the body by taking various nutrients in the right proportion and right time and how Tata 1mg creates authentic and simple-to-follow informative content on social media.
The host interacts with Agarwal who talks about how Tata 1mg has supported him throughout his diabetes journey by delivering medicines on time with efficient home lab test service while sharing practical informative tips on social platforms.
These vignettes will run on NDTV India & NDTV 24X7 for three days starting from 12 November till 14 November.
Said Tata 1mg business head – ePharmacy Prateek Verma, “The #RiseAgainstDiabetes campaign has been designed to improve knowledge of the people about diabetes, a disease that is rapidly spreading in Indian society. It educates them about the complications associated with avoiding or delaying diabetes treatment, as well as the need to control the disease by maintaining the optimum sugar levels in the body. Diabetes can be tackled with a balanced and healthy diet, an active lifestyle, timely prescribed medications, regular health checkups, and planned doctor visits. And now accessing healthcare is just a click away with Tata 1mg which offers a diverse product portfolio for diabetes management. We are quite excited to partner with NDTV for making this campaign widespread among the masses”
Tata 1mg Labs clinical head Dr. Prashant Nag said, “The objective behind the #RiseAgainstDiabetes campaign is to address the growing need for diabetes education and prevention among the audience. In India, one in eleven people suffer from diabetes. According to recent data, one in every 3 samples tested at Tata 1mg labs in the past eight months shows high blood sugar. This indicates high incidence & increased requirement of good diagnostics services for diabetes in our country. Diabetes imposes lifelong demands on people living with the disease and their families. Because people with diabetes do better when they take active control of their own care, it is of paramount importance that they receive ongoing, high-quality diabetes support that is tailored to their needs and delivered by skilled health professionals.”
Verma added, “The Tata 1mg platform has a variety of solutions for diabetic patients. This includes custom lab packages, care plan memberships where members can get rapid delivery, free shipping, extra discounts on prescription medicines etc. With this campaign, we hope to raise greater awareness among patients about the benefits associated with effectively managing the disease and how Tata 1mg is playing a pivotal role in resolving their health concerns by being readily accessible.”
Kahma stated, “We are delighted to partner with Tata 1mg for this important cause. World Diabetes Day is an important day to amplify the message of diabetes control and management, and we are glad to play our part in spreading greater awareness about the disease. Over the years, diabetes has become a major health concern in the country, and through this collaboration, we hope to restore hope in diabetic patients and urge them to take charge and fight this disease with the right guidance and approach.”
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.
