MAM
This cricket season, Pepsi toasts Indians’ love for the sport
NEW DELHI: This sporting season, beverage brand Pepsi is joining the celebrations and paying tribute to India’s undying passion for cricket. The brand has unveiled a new digital film in a nod to India’s most loved sport, asking fans to enjoy Pepsi while they watch a game of cricket.
The film features Bollywood superstar Salman Khan talking about how every Indian will drink Pepsi, with the beverage now being available at Rs 50 for 1.25 litres.
A PepsiCo India spokesperson said, “Pepsi has always innovated and communicated with consumers through those passion points relevant to them – cricket being one of the key passion points for today’s generation. We are delighted to celebrate India’s love for cricket and the undying spirit of the cricket fan through the new film by asking every fan to drink Pepsi and enjoy the sport with family and friends.”
The ad film is an extension of the brand’s Har Ghoont Mein Swag campaign, and the introduction of the 1.25 litres pack at Rs 50 ensures moments of togetherness for friends and family during cricket matches and make them more memorable this season.
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IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
