iWorld
Scaler, Isobar India partner with Bhadipa for web series ‘BE Rojgaar’
Mumbai: Tech-based upskilling startup Scaler in collaboration with creative experience agency Isobar has partnered with Marathi content platform Bharatiya Digital Party (Bhadipa) to launch a web series “BE Rojgaar.”
The upcoming web series is an aspirational story of three friends that captures the struggles faced by engineers in India, today. Directed by Sarang Sathaye, the show stars Saie Tamhankar, along with Sambhaji Sasane and Jagdish Kannam.
“The objective of this association is to convey the brand’s value proposition to its niche audience through engaging storytelling, the core focus is to leverage the power of digital media on the back of regional content,” said the statement.
“We have done other small experiments in vernacular language content, and the business & brand outcomes were fantastic. The one-line story of the show is ‘skills over degrees’ built around friendship and employability of engineers, with the quintessential Marathi sass – is right up our alley,” commented Scaler and InterviewBit head of brand and content Ranjeet Kumar. “With ‘BE Rojgaar,’ we want to develop a strong affinity with our Marathi audience and break the degree/certificate hoarding bias when it comes to skilling. We are very confident it will be one of the biggest shows in that market, and our learners will resonate with the theme.”
“Content is always more relatable when it comes packed with cultural nuances and regional flavours. When a brand is seamlessly integrated within that, it is sure to hit the sweet spot and move the needle on business,” remarked Isobar India AVP and head of branded content and partnerships Madhura Ranade. “A great brand experience is elevated when it is encountered in the most comfortable setting, which is being a regional language in this case. This has proven true, time and again and with every new partnership, this belief gets stronger. This time, addressing a key market in Maharashtra and with none other than the team at Bhadipa and a stellar star cast, we are sure to make this a blockbuster in the Marathi-speaking market and beyond.”
Isobar India group CEO Heeru Dingra said “this will be the largest regional content collaboration India has ever seen.” She further added, “Given India’s size and diversity, we have always been hearing that vernacular and regional content is the way to go. However, with most brands, there is a hesitation when it comes to committing to this narrative. We are glad to team up with pan India, addressing a brand like Scaler.”
iWorld
Subedaar puts Indian original cinema on the global map with record-breaking Prime Video debut
MUMBAI: Prime Video has a runaway hit on its hands. Subedaar, the gritty action drama starring Anil Kapoor, has stormed to become the most-watched Indian original movie on the platform in its opening weekend, cracking the Top 10 across 31 countries and landing in 91 per cent of India’s pin codes within days of its March 5 premiere.
The film, a visceral, emotionally-charged story of a retired soldier, Subedaar Arjun Maurya, wrestling with civilian life amid crime and corruption, has struck a nerve. Directed by Suresh Triveni and co-starring Radhikka Madan, Mona Singh, Saurabh Shukla, Aditya Rawal, Faisal Malik, and Khushboo Sundar, the film is already being hailed as a showcase for what Indian original storytelling can achieve on the world stage.
“Subedaar’s success is a reflection of the growing scale and global resonance of Indian storytelling,” said Nikhil Madhok, director and head of originals at Prime Video India. “The film’s emotional narrative, its rooted portrayal of a soldier confronting his toughest battles beyond the battlefield, has struck a chord. Anil Kapoor delivers an acting masterclass, while Suresh Triveni’s solid direction and great performances from the ensemble cast have resulted in love and appreciation from customers across the world.”
Kapoor, 62, has been here before, but rarely at this altitude. Written by Triveni and Prajwal Chandrashekar, with dialogues by Triveni, Saurabh Dwivedi, and Chandrashekar, the film is a production by Opening Image Films in association with Anil Kapoor Film & Communication Network (AKFCN), produced by Vikram Malhotra, Kapoor, and Triveni.
Subedaar streams exclusively on Prime Video in Hindi, Tamil, and Telugu across India, and in over 240 countries and territories worldwide.
For Prime Video, the numbers tell the real story: one weekend, one film, a global footprint, and a very loud signal that Indian original cinema is no longer just travelling well. It’s arriving.
