MAM
MontagePro, eka.care join hands to help people with vaccination bookings
Mumbai: Video editing tool MontagePro by Mitron TV has partnered with eka.care to launch an influencer led initiative to reach out to the audience in metros & small towns of India and help them with healthcare facilities.
eka.care app, which is CoWin approved, builds digital solutions for health care providers such as doctors and care seekers. It has built an AI-based innovation on WhatsApp that helps Indians to download vaccine certificates, book vaccine appointments amongst a host of other facilities.
With MontagePro and its creators, the initiative in one week reached over 3.7 million Indians through the medium of social media and saw close to 35 per cent of overall vaccination slot bookings and around 60 per cent CoWin vaccination certificate downloads happening through the WhatsApp bot-based innovation, the platform said in a statement on Tuesday.
“We launched MontagePro in the month of March with the sole aim of helping the creator’s community across the globe with a free to use editing tool,” said Mitron TV’s CTO & co-founder Anish Khandelwal. “Partnering with brands like eka.care gives our creators an opportunity to engage with brands and help them in reaching out with their initiative to a maximum number of consumers. As a brand, we look forward to such partnerships which have a great cause and help Indian citizens at large.”
“eka.care is for better health outcomes of Indians. We built the app in 9 languages to facilitate local experiences and ease of use,” eka.care founder & CEO Vikalp Sahni said. “When we received approval from CoWin, we went back to the drawing board with the same innovative philosophy, so that vaccination slot booking and certificate download happens in a matter of seconds. MontagePro assisted us in ensuring that we reached the right audience, where super simple and conversational experiences in local languages were essential. We are super happy with the reach we have got and it opens up new opportunities for us to collaborate with MontagePro and its brilliant network of influencers who care to participate in this #LargestVaccinationDrive of the earth.”
The initiative aims to reach more than 16 million Indians in the next two weeks.
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.
