MAM
Digitas India bags digital communication mandate for Matter
Mumbai: A vertically integrated product tech start-up, Ahmedabad-based Matter has appointed Digitas India as the agency for its digital communication mandate following a multi-agency and multi-phased pitch process.
Digitas will handle Matter’s digital marketing mandate, the scope for which will encompass communications, media, customer experience & digital assets and community engagement across its mobility and energy business verticals.
The Matter e-motorcycle will be introduced in the second half of 2022. According to Matter, the yet-unnamed motorcycle will be the first electric two-wheeler in the country to have a battery pack with active liquid cooling. While there aren’t many specifics about this brand-new bike at this moment, it will be released in the third quarter of 2022.
Commenting on the association with Digitas India, Matter COO & co-founder Arun Pratap Singh said, “At Matter, we are embarking on a journey to revolutionise electric mobility and energy storage space. Our innovative offerings will be represented through highly creative digital marketing and we’re glad to have partnered with Digitas, as they follow the philosophy of thinking new and leveraging the creative nuances to deliver highly compelling digital innovations, we are excited to start this journey with Digitas India by connecting with our customers creatively and helping them to transition to clean energy.”
Welcoming Matter to its fold, Digitas India COO Sonia Khurana said, “It is our privilege to partner with Matter and to introduce the brand and product in the market. It is exciting to be a partner to the brand right from the incubation stage itself of the product. Our aim will be to stay true to our connected marketing philosophy and use the right mix of insight-driven creativity, technology, and media to drive brand love and adoption.”
Since its inception, Matter has invested extensively in technology development with the “Innovate in India” approach for the development of futuristic electric vehicle platforms and for energy storage applications.
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.
