MAM
upGrad teams up with SonyLIV for new series ‘Khud Ke Liye’
Mumbai: Ed-tech major upGrad has taken its original content game a notch higher with the launch of a multi-starrer anthology film titled “Khud Ke Liye.” Conceptualised and written by The Glitch’s digital-first division – Flux, the film series is currently streaming on upGrad’s YouTube channel and streaming platform, SonyLIV.
The series emphasises the fact that the absence of ‘life-long learning’ in the era of constant evolution adds tremendous pressure on working professionals, without having them realise it. This jeopardises their professional growth and mental well-being in the long run. “We wanted to depict the most ordinary of lives, with their self-consciousness erupting from an uncomfortable incident or series of events, which leads them to choose higher education. The idea was to make the characters brave but at the same time relatable and vulnerable, to appeal to the potential audience and consumers,” said Flux creative director Tathagata Ray.
Besides Flux, two other production houses Melting Clock and Upward Fall Films also collaborated on the series over a period of three weeks, the company said.
“We are committed to making quality and affordable higher education a reality for millions. Our strategic partnership with India’s leading OTT player SonyLIV to tap into the right set of audience is another step forward in that direction,” commented upGrad head of marketing Ankit Khirwal.
Speaking on the association, SonyLIV head – ad sales revenue Rnajana Mangla stated, “At SonyLIV, we believe in offering unique and relevant entertainment to our viewers. The upGrad original ‘Khud Ke Liye’ hence is the perfect fit. We are excited to bring this thought-provoking anthology for our diversified audience.”
“While the world competes to break formats, score big on innovations, and run behind short video-led engagements, we wanted to do something a little less conventional,” remarked Flux associate VP – content strategy and business Varun Anchan. “Leveraging the roots of branded content, we tried to bring back long-format storytelling through this content series. With upGrad, we saw mutual respect for long-form and thus entered OTT with #KhudKeLiye.”
Directed by filmmakers Rahul Nangia, Smrutika Panigrahi, and Pranjal Vaid, the three independent films “Pehchaan,” “Saahas,” and “Koshish” depict the real-life journeys of upGrad alumni. The cast comprises names such as Priya Bapat, Sharib Hashmi, Tanmay Dhanania, Alam Khan, Jihaan Hodar, Maya Sarao, Joy Sengupta, and Shiwangi Peswani.
MAM
Kalyan Jewellers launches Nimah Collection campaign
New temple-inspired jewellery range stars Sreeleela and Kalyani Priyadarshan.
MUMBAI: Kalyan Jewellers has given temple jewellery a cinematic glow-up and this time, it’s sparkling with star power and storytelling. The leading jewellery brand has unveiled a new campaign for its Nimah Collection, directed by acclaimed filmmaker Priyadarshan and featuring brand ambassadors Sreeleela and Kalyani Priyadarshan. Built around the powerful idea of “A Legacy You Wear”, the campaign presents a cinematic celebration of India’s rich temple jewellery traditions, positioning them as timeless expressions of identity, strength, and artistry.
The film brings mythology and classical performance together in a fresh narrative. Sreeleela’s character embodies strength and discipline, moving from archery to classical dance, with bold temple jewellery accentuating her power. In contrast, Kalyani Priyadarshan’s portrayal explores introspection and creativity through music and writing, highlighted by finer detailing and understated elegance. Together, the two personas showcase the Nimah collection as heritage jewellery that remains relevant across generations.
The Nimah range draws inspiration from South Indian temple jewellery and features intricate Nakashi (hand-carved) work. It includes statement bridal necklaces and haarams, temple-inspired chokers, earrings, jhumkas, rings, and chains perfect for both bridal and festive occasions.
Every piece in the collection comes with Kalyan Jewellers’ trusted 4-Level Assurance Certificate, guaranteeing purity, free lifetime maintenance, and transparent buy-back policies.
The campaign is now live across digital platforms, and the Nimah collection is available at Kalyan Jewellers showrooms nationwide.
In a market often crowded with glitter, Kalyan Jewellers has chosen to shine through meaningful storytelling. With “A Legacy You Wear,” the brand reminds us that the most beautiful jewellery doesn’t just adorn, it carries stories, culture, and timeless elegance forward.
