MAM
Omnigel creates first-ever Rahat Ratna to aid unsung heroes of Magh Mela 2020
Mumbai: Omnigel, India’s no.1 pain recovery gel from the house of Cipla will enable over 30,000 unsung heroes to operate in a seamless manner at the Magh Mela this year. Held in the pristine city of Allahabad from 10th January to 21st February 2020, Omnigel will provide one-of-a-kind pain recovery solution ‘Rahat Ratna’ that will assist Sahayaks to battle everyday body pain, get some relief and also speed up recovery.
Taking place once a year, various segments of workforce aka Sahayaks such as policemen, boatsmen, cleanliness crew and volunteers come together to make the Magh Mela a grand success. Given their selfless service and arduous efforts, Omnigel strives to acknowledge their contribution and make a difference to them whilst relieving their body pain.
Omnigel understands that large number of workers experience body pain while doing strenuous physical activity during winter season and the brand aims to resolve these concerns of Sahayaks at the Magh Mela through an innovative first-of-its-kind offering Rahat Ratna – an amulet holding the pain recovery gel to be worn around the neck. Basking in the spirit of the mystical celebration of this mela, the Rahat Ratna will pose as a must – wear accessory for the Sahayaks while making them feel connected and part of the event. While these Sahayaks continue to serve millions of attending devotees, they tend to overlook their own physical health. The portable nature of this bespoke product offering, will play a critical role whilst on the move and will come to their rescue by enabling them to spring into action instantly; if they endure any kind of body pain during the course of the service.
Commenting on this event Mr. R. Gopalakrishnan, Senior Vice President & Head – India Generics, Cipla Limited said, “With decades of trust and assurance, Omnigel India’s No.1 Pain recovery Gel focuses on constantly staying in touch with their consumers and make a difference to them by keeping them pain – free. We strongly believe that physical strain should never deter one from fulfilling their duties and hence our product’s advance formulation enables 2X faster recovery over providing temporary relief and works on the root cause of pain. We are humbled by the acceptance Omnigel has received in the Indian market and will continue to serve the nation by providing recovery from body pain in varied situations of life.”
Additionally, Mr. Shivam Puri, CEO, Cipla Health commented, “We are privileged to be associating with Magh Mela which is one of the most awaited holy gatherings. With this event, Omnigel wants to pay tribute to the force -Sahayaks that form the core strength of Magh Mela. The brand will add value to these heroes who showcase exceptional service while undergoing physical pain by providing them a faster pain recovery solution. With innovation being the brand’s guiding spirit and the urge to enable them to work efficiently; we curated the Rahat Ratna especially for this mela to keep the spirit of the Sahayaks going. We are using this opportunity to engage with the core lifestyle of these Sahayaks and make life easier for them in our own little way.”
This association will take a deeper look into the lives of these Sahayaks, recognise all hardships they go through while managing massive crowd and showcase how Omnigel can act as a perfect recovery partner in physical strenuous situations. The mela will also have a Rahat Kendra which will essentially be a special care centre for Sahayaks to get some expert guidance on pain recovery methods, understand body ergonomics and unwind with quick body massages, soothing music and meditation. Additionally, Omnigel will be erecting unique seat – ups which will also double up as barricades for policemen constantly on their toes to help them rest and recover.
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.
