MAM
Tide India announces Ayushmann Khurrana as brand ambassador, launches new campaign
MUMBAI: Tide, one of the leading fabric care brands in India from P&G, has appointed the very talented and versatile Ayushmann Khurrana as their brand ambassador for India. The partnership has launched with the first Tide advertisement featuring the actor, for the Tide Ultra variant designed specifically for the washing machine.
Launched in India in 2000, Tide provides ‘Outstanding Cleaning’ and has set a high standard for laundry care. What started as a detergent for hand wash household has now evolved for machine usage as well with the launch of Tide Ultra, now further improved with stain magnets. Tide has always stood for surprising whiteness while adding a bit of humour to the laundry chores with witty advertising, becoming a brand that is quintessentially Indian! Ayushmann Khurrana, who has won millions of hearts with his choice of ‘extremely relatable’ movies, was hence the perfect choice for this partnership.
The association will begin with a new line of Tide advertisement featuring Ayushmann Khurrana playing different members of a family in a fun, unique manner. The actor has portrayed all these characters with utmost charm.
Excited about this partnership with Tide, Ayushmann Khurrana said, “Tide is an iconic power brand whose values resonated with me. We both believe in spreading smiles and brightening up everyday life. I have loved watching the witty Tide ads all these years. For my first advertisement with the brand, we came together and tried to push the envelope, attempting something unique and engaging. You can see me play the roles of multiple family members in a warm, fun narrative. And this is just the start! It is my pleasure to join hands with a fun brand like Tide, and together we endeavour to keep winning smiles and hearts with all that we do together!”
Ayushmann Khurrana will be seen in a series of advertisements across television, digital and other mediums.
The first advertisement has already gone live.
Link: https://www.youtube.com/watch?v=mbx91rySuSo
Brands
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.
