MAM
Emami ropes in Tiger Shroff as brand ambassador of He Magic Duo
MUMBAI: HE Magic Duo, a unique packaging innovation from the house of Emami Ltd that disrupted the fragrance industry by introducing two perfumes in one bottle early this year, has now roped in action star Tiger Shroff to tell its ‘new story’.
Launched in March 2019, HE Magic Duo entered the market with a differentiated offering of 2 separate and distinct fragrances from the ease of 1 bottle in variants “Angel and Demon” and “Yin and Yang” catering to the new age consumer demand of varied fragrances for different occasions of life – bet it morning work meetings or evening party with friends.
Building up further, HE Magic Duo’s new brand ambassador Tiger Shroff will be seen inspiring consumers to use the product innovatively and get a 3rd distinct fragrance by mixing the 2 perfumes together, driving home the message that by using HE Magic Duo you get ‘not 2, but 3 fragrances from 1 pack’!
Fragrance is one of the fastest growing categories in India recording a CAGR of around 15% for the last 3 years. It is however, a highly cluttered market with no visibly differentiated products. Further, the category experiences challenging competition with fast shifting consumer loyalty as users are always on the search for new ideas.
Mr. Harsha V. Agarwal, Director, Emami Ltd. said, “Since its launch, our innovative offering of HE Magic Duo has received positive response from the new age users who are in search of multiple fragrances for different social occasions. HE Magic Duo thus brought to them usage convenience and value for money proposition of getting 2 distinct fragrances from 1 single pack. Now we have got on board youth sensation Tiger Shroff to drive home a unique message that not only 2, but users can actually get a 3rd distinct fragrance from the same pack by spraying and blending the 2 perfumes at a time! Emami always believes in focusing on innovative solutions in personal care through distinctive branding and marketing of products. We are delighted to have Tiger Shroff as the face of HE Magic Duo’s new journey. His popularity among youth fraternity is sure to strike the right chord in taking forward our brand legacy of #BeInteresting”.
Speaking on his new association, Brand Ambassador for HE Magic Duo, Tiger Shroff said, Speaking on his new association, Brand Ambassador for HE Magic Duo, Tiger Shroff said, “It feels great to be associated with a deodorant brand like HE deos. My lifestyle involves tough training and shooting for hours in challenging conditions. It is so important to carry the right fragrance for these occasions throughout the day. HE Magic Duo proves to be the perfect all-rounder and showcases who I am in every occasion.”
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.
