MAM
BeanstalkAsia creates brand campaign for Nepal’s Surya Life Insurance featuring celebrated singer Indira Joshi
MUMBAI: Aimed at creating awareness for the Life Insurance segment in Nepal, Surya Life Insurance – a leading player in the category in Nepal, roped in celebrated singer Indira Joshi –popular for being a judge on the Nepal Idol television show, as their Brand Ambassador earlier this year.
BeanstalkAsia has conceptualised and created a musical campaign utilising the full potential of the versatile and popular singer as the brand ambassador. The melodic brand song is young, peppy, positive and has a stickiness that people would love to hear and sing-along. While the brand song translates the ethos of the brand and conveys the promise of trust and service excellence, the brand film reflects the imagery of a happy and content family secured by Surya Life Insurance. Aptly captured by their positioning “Your Future, Our Responsibility.”
Explaining the campaign BeanstalkAsia founder Upendra Singh Thakur –r, said, “Firstly, there isn’t much product differentiation across Life Insurance companies as it’s a highly regulated industry. Secondly, life insurance as a category has a very poor awareness and weak penetration in general, hence there was a need for a campaign that catches attention and has stickiness. The sing-able brand song and film conveys the promise of trust and assurance of our service delivery and will help uplift and spread awareness about the category as well. The musical film written and directed by Mr. Janak Deep Parajuli, portrays a happy family/people picture, something that the Surya (which means the Sun in English) always emanates – warmth, brightness, protection and positivity.”
Speaking about the association with singer Indira Joshi Surya Life Insurance CEO Shiva Nath Pandey commented “It has been a delight to associate with Indira Joshi as the brand ambassador of Surya Life Insurance. She is a popular youth icon, and is a household name in Nepal . Her popularity coupled with her confident, dependable and trustworthy persona identify with the brand and make her a perfect brand fit. I am confident that a popular celebrity such a Indira Joshi will surely bring the category and its importance, to the public lime light and help create a strong positive brand imagery for Surya Life Insurance.”
BeanstalkAsia Nepal head of business, strategy and planning Suboh Thapa further added that, “As a first phase of this association, we have launched the brand campaign, positioned on the trust and assurance messaging, to grab mass attention and spread awareness about both the brand and the category. Presently the campaign will be promoted through the brand’s social media handles and through other digital mediums. Once the lockdown eases and more relaxations come in force, integrated approach across TV, print, radio, theatres and other strategic mediums will be rolled out. Going forward we have many activations planned with the mission to educate the people of Nepal on the many benefits of having a life insurance.”
BeanstalkAsia is a new age creative advertising and digital agency in India and we expanded our footprints to Nepal by setting-up our company and office in Kathmandu in 2019. Drawing from our varied and successful experiences in the Indian market in the fields of brand strategy, mainstream advertising, digital marketing, web-based solutions, mobile applications and high-end graphic design, BeanstalkAsia offers a series of similar services under the aegis of BeanstalkAsia Nepal managed by Mr. Aman Singh Pradhan as the local partner in Nepal.
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.
