iWorld
Urban Indians are most likely to notice endorsements of mobile phones and clothes on social media
Mumbai: Among the various categories of products and services endorsed by social media influencers, YouGov’s new research found that urban Indians are “a lot likely” to notice endorsements for mobile phones (46 per cent) and clothes (45 per cent).
In comparison to this, each of the 38 per cent think they are a little likely to notice such endorsements, while 12 per cent and 14 per cent, respectively, think they are not at all influenced by such testimonials.
25- to 34-year-olds are most likely among the different age groups to notice mobile phone endorsements by social media influencers (53 per cent); those in the age group of 35 to 44 years are most likely to take notice of endorsements for clothes (at 54 per cent).
When it comes to groceries and food items, 39 per cent urban Indians claim they get influenced a lot by influencer endorsements, while for 37 per cent the influence is a little.
For other categories, such as tech devices, media streaming services, healthcare products, out-of-home entertainment, cosmetics, air travel, and financial investments, the influence is more likely to be little than a lot.
Data shows there is some polarity visible for categories such as video games and tickets for sporting events. While 24 per cent of urban Indians say they are very likely to notice such endorsements for each of the categories, just as many (28 per cent each) say they do not get influenced at all.
Gambling and bookmaking services are the only categories where 42 per cent respondents are more likely to say they do not get influenced at all than the respective 31 per cent and 16 per cent say they get a little or a lot.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
