MAM
Haier celebrates outstanding women achievers with new campaign
New Delhi: Home appliances and consumer electronics major Haier has launched a series of new TVCs titled ‘Perform Big, Silently’ featuring notable women achievers who pushed boundaries to make a mark.
The new TVCs feature Indian mountain climber Dr Arunima Sinha, India’s first woman commando trainer Dr Seema Rao, Indian Female Chess Grandmaster Harika Dronavalli, and female mountain biker Anissa Lamare. The campaign celebrates the power of being a silent performer and gives a peek into the challenges, conviction, and strength of each of the woman achievers.
An extension to its ‘Silent Performers’ campaign, the new TVCs acknowledges the determination and efforts of Indian women achievers and athletes who continue to ‘Perform Big, Silently,’ letting their work speak for everything and have made India proud at the global stage with their triumphs.
Haier Appliances India senior VP sales & marketing NS Satish said, “Our latest campaign takes another leap towards our efforts to recognise the success of Indian women. Striving silently in their respective fields they have made our nation proud and our campaign lauds their accomplishments. Similarly, our new range of washing machines champions performance in the background without making any noise. Haier salutes the spirit and achievements of these performers who made it big without making noise.”
The campaign gives center stage to women achievers and highlights how they have pushed boundaries to bring pride to India on an international platform. Their commitment and hard work coincide with Haier’s philosophy of ‘Inspired Living,’ said the brand.
The TVC created in collaboration with Famous Innovations will premiere across all leading national and regional TV channels. For a wider reach, the TVC will be aired in Hindi and English.
Famous Innovation founder and CCO Raj Kamble said, “The consumer durables category is cluttered with celebrity-driven communication, relying on Bollywood and Cricket’s fame to sell products. However, we believe that the Indian consumer has been ready to move forward with new idols – people who perform big, silently. That’s why we are celebrating personalities from various fields like mountain climbing, combat training, chess, and downhill mountain biking.”
This is the second series of TVCs launched by Haier under the larger campaign theme of ‘Silent Performers,’ first introduced by the brand in 2019 with India’s ace sportswomen – Dipa Karmakar, Hima Das, and Simranjit Kaur. The campaign is dedicated to highlighting Haier’s latest ‘Super Drum’ series of front-load fully automatic washing machines which are designed to function super silently.
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.
