MAM
Malabar Gold & Social Beat leverage Thumbstopper Videos to promote #MenInPlatinum collection
Mumbai – On the occasion of International Men’s Day, Malabar Gold & Diamonds has collaborated with Social Beat, a leading digital marketing solutions company, to roll out a brand campaign to promote its ‘Men in Platinum’ collection. The campaign highlights the dismantling of gender roles and brings light to the men who are simply doing their best at being in their element.
The campaign was launched with curated Instagram grids and engaging stories to get the conversation started. The concept has been further captured by a series of two Thumbstopper digital films which beautifully break stereotypes of what is considered ‘macho’ and appreciate men in all their roles and avatars. The tagline “He is finest in his element” has been created to emphasise on the same.
Speaking about the campaign, Panisa Shah, Creative Head – Social Beat said, “With the digital ecosystem shifting to smartphones and shorter attention spans of consumers, we wanted to explore shorter video formats. The objective was to drive impact with crisp storytelling. Modern men are not shying away from doing things that are by common perception considered ‘unmanly’. The two films are stories of such men who do not think twice before doing anything for their loved ones.”
The campaign has a distinct visual style where we have looked to shine light on men who are comfortable in their element, unapologetically doing things they like to do.
The videos have garnered a reach of 13 Lakh across Facebook, Instagram and YouTube. The brand’s Facebook page saw a 450% spike in user engagement. These phenomenal results are proof that crafting relatable and emotionally compelling video content can strike a powerful chord among audiences.
About Social Beat
Founded in 2012, Social Beat is one of India’s fastest growing digital marketing solutions company. A Premier Google Partner, recommended Facebook agency and a member of Facebook India SME Council and a trusted online expert with offices in Bangalore, Chennai, Delhi& Mumbai. Their expertise with video content, as well as platforms such as Influencer and 22 Languages makes them the ideal digital marketing solutions partner for brands. The 170-plus member team of digital experts offers integrated digital marketing solutions including brand strategy, social media marketing, digital media planning, content marketing, video production, Search Engine Optimisation, influencer marketing, UX, technology services and impactful language content.
With focus verticals of real estate, BFSI, retail, FMCG and consumer apps, Social Beat has over 100 marquee clients including Malabar Gold, Himalaya Pharma, Jaquar, mFine, Kangaroo Kids, Casagrand, Neuberg Diagnostics, Swiggy, Klay Schools, Tata Mutual, Assetz Property, Sundaram Mutual, Wonderchef, Forum Mall, Tata Housing, Royal Sundaram, Isuzu, Netmeds.com, Bewakoof.com, Anmol Biscuits and Boat Headphones amongst others.
For two years in a row, in 2017 & 2018, Social Beat was recognised by Google for innovation in Display & Mobile Marketing. It won Agency of Year by Maverick awards 2018 and won Silver at Agency of the Year 2019 for Performance Marketing & Influencer Marketing at AgencyCon by Social Samosa. It has bagged numerous awards from Advertising Club of Madras, Advertising Club of Bangalore, Paul Writer and others.
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.
