MAM
#MainFarkNahiKarta, says Tata Green Batteries & WATConsult’s new campaign
MUMBAI: Tata Green Batteries has come out with a new digital campaign titled #MainFarkNahiKarta to mark the revamp of its product line.
Centering around the theme of Naye India Ki Nayi Battery, the campaign designed by WATConsult aims to reach out to every Indian by portraying the importance of celebrating each other’s differences rather than discriminating because of them. Through its previously launched campaigns including #IndiaKiBattery, Tata Green Batteries has strived to highlight and commemorate a changing India. This time around too, it’s building on the same premise to promote the brand’s ethos.
The campaign comprises a digital video commercial, which, apart from Hindi, has been launched in three other languages – Tamil, Malayalam and Telugu. This will help extend the brand’s reach manifold and stay thoughtful to the diversity of the Indian audiences. Having kicked off with intriguing teasers, the campaign also includes online contests, providing a platform to the viewers to express their opinions on the brand’s new catchphrase #MainFarkNahiKarta. Additionally, to strengthen the communication objective, live interactive sessions with senior management have also been arranged.
Tata Green Batteries CEO Ravi Gupta said: “This concept revolves around the philosophy of equal rights for every Indian. It also entails that we believe in One Nation. Similarly, we don’t differentiate amongst our customers; we treat all of them as equal and serve them with the same passion, zest and energy every day, every time. Which is why we like to say #MainFarkNahiKarta.”
WATConsult CEO Heeru Dingra added, “#MainFarkNahiKarta takes a sentimental approach to effectively put across the brand’s ethos of moving towards a new India. Presenting some highly relatable nuances from our day-to-day lives, the campaign salutes all those who do not discriminate on any basis by simply showcasing some small yet big differences that usually go unnoticed by each one of us.”
The brand has a wide range of categories that it caters to. These include 2W, Tractor, PV and CV. The campaign, with its inclusive attributes, appropriately targets all these lines-of-business.
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.
