iWorld
Smoke signals of sorrow light up Policybazaar’s anti-tobacco film
MUMBAI: What if the regrets of smokers could speak? Policybazaar’s new campaign gives them a voice and a chilling one at that. For World No Tobacco Day, Policybazaar teamed up with creative agency Social Panga to launch a powerful short film that chooses impact over instruction and emotion over scare tactics. Instead of telling smokers to quit, it poses a stark question, what if you don’t?
The 90-second film, presented in an unvarnished, documentary-style format, opens with a deceptively simple prompt about life regrets. Young people, seemingly everyday smokers, step in to answer. Their stories start familiarly enough peer pressure, stress, casual puffs that escalated. But the film soon tightens its grip. These aren’t just smokers. They’re victims. And their regrets? Not warnings, but farewells.
“There was no room for melodrama here,” said Social Panga co-founder Gaurav Arora. “We deliberately stripped back the creative gloss. The idea was to sit you down face-to-face with someone who no longer has the luxury of time, choice, or second chances.”
Unlike traditional anti-smoking PSAs that showcase diseased lungs or coughing fits, Policybazaar’s film flips the lens to focus on what smoking takes away family moments, future plans, and the quiet joys of just being alive. It’s raw, real, and designed to make even the most casual smoker uncomfortable in their comfort zone.
Distributed via social media and creator-led platforms, the campaign aims to reach millions of young Indians teetering on the edge of habitual smoking those who may not respond to scientific stats, but might just pause for a shared story.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
