iWorld
GEMS: Designing the next level of gaming and e-sports in India
NEW DELHI: The gaming and e-sports industry in India is quickly levelling up, Covid2019 possibly being the biggest booster augmenting its growing popularity amongst the masses and advertisers alike. With more and more people spending increased time on these virtual platforms promising thrill, excitement, fun, and also lucrative career opportunities, the industry is staring at a massive boom.
Albeit, there are some underlying issues related to data safety, screen timing, the nature of the games, and some peculiar nationalist sentiments to be addressed, and a growth plan to be charted that can offer the most to all stakeholders involved; from technicians to designers, to players, to aggregators, to advertisers, and to the viewers.
Indiantelevision.com and AnimationXpress.com will, therefore, be facilitating the process of direct communication amongst all the people involved in the process with its proprietary gaming, e-sports, and more summit, GEMS. The summit is co-powered by Tata Communications.
The two-day virtual conference will bring together the biggest gaming studios, game developers, broadcasters, OTT platforms, streaming giants, pro players, brands, and agencies to discuss the next level of this raging saga.
Read the whole agenda here
Our speakers will include the likes of Trinity Gaming founder and CEO Abhishek Aggarwal, Nodwin Gaming director Akshat Rathee, Reliance Entertainment Digital CEO Amit Khanduja, Pocket Aces founder Anirudh Pandita, ESPL CEO Michael Broda, and Parle Products Pvt Ltd sr category head marketing Krishnarao S. Buddha, among many others.
You can register here for the sessions.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
