MAM
Madhur raises awareness of ‘safe & untouched’ packaged sugar with #LooseNahiMadhurSahi
MUMBAI: MadhurPure & Hygienic Sugar has recently unveiled a new campaign on Madhur Sugar #LooseNahiMadhurSahi in collaboration with BC Web Wise to promote purchase of untouched sugar in India. The ad campaign delivered a clear message of safety in hygiene and drives awareness towards Madhur sugar’s benefits of it being completely untouched by hand, along with the 5S guarantee of "Safed, Shudh, Samaan, Surakshit and Sulphur-free".
The aim of the campaign is to reach out to consumers with the clearly defined value proposition of Madhur Sugar. At this time when everyone is supposed to maintain social distancing to stay safe, Madhur Sugar’s campaign reiterates the importance of purchasing clean and packaged goods.
Madhur Sugar president and business head Satbir Singh Sindhu said, “Our intent with this campaign is to educate consumers about why it is imperative to graduate to packaged staples from a trusted brand like Madhur sugar. Through this campaign we are trying to impress upon all buyers, that hygiene is the first step to health and safety. It is advisable to cut down the purchase of loose staples like sugar completely and instantly graduate to Madhur sugar, which is completely untouched by hand. One can wash vegetables, pulses and rice, but sugar cannot be washed so ensuring you only bring home a trusted brand like Madhur is critical. Madhur sugar follows all the guidelines given by the government and we will continue to ensure delivery of the safest and most hygienic sugar to our customers.”
In India, most of the people purchase loose products from supermarkets and local groceries which are exposed to dust, contamination and have possibilities of being handled by unclean hands. This is clearly a health hazard, especially in these times. Madhur Sugar wants to reiterate how important it is to use, packaged products that are completely untouched by hand.
Talked about the campaign, BC Web Wise founder and MD Chaaya Baradhwaaj said, "We aimed at making the women and homemakers realise by themselves to make informed choices! We are expecting a behavioural change through this campaign. The media platforms were strategically selected where our key target audience and decision-makers were present the most across various digital touchpoints. With this, our campaign is estimated to reach over 11 million women."
This campaign also includes celebrities like Soha Ali Khan, Karishma Tanna, Anita Hassandani and Surbhi Jyotito promote it via their social media and tapping a popular show on ZEE “Mrs. Mukhyamantri” for sponsorship. Regional communication was also vital to take such a campaign to a higher level. The campaign includes ads on Digital OTT platforms like; Sony Liv app, Zee5 app and Voot too in four languages (Hindi, Gujarati, Marathi & Hinglish). To drive awareness and heighten the reach further, it will be promoted via Facebook Ads, google display ads.
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.
