Brands
Reliance Trends partners Kaumudi TV in Kerala for Onam campaign #GetThemTalking
MUMBAI: Taking innovation in advertising a notch higher, Vibrant Advertising has created a unique campaign for Reliance Trends in Kerala for this Onam season, partnering Reliance Trends and Kaumudi TV for the former’s Onam Campaign #GetThemTalking.
For the first time ever, a brand has bought an exclusive space on a channel for running its ad campaign. The Reliance Trend Onam campaign ad ‘Trends Break’ will be played 22 times per day on the channel; twice every half hour from 6 pm to 11:30 pm daily. Since it is a weeklong innovation, this whole week will be known as Trends Week on Kaumudi Channel.
The innovation is being tried for the first time in Kerala as no other brand has bought this sort of excusive space on television for advertising earlier.
The week-long campaign is being supported by a TVC, featuring national film award winning actress Keerthi Suresh. The campaign was launched on the channel on Sunday, 25 August and will run till 31 August.
The ad film is a colourful spectacle that has got the viewers talking about the amazing festive collection of Reliance Trends that has all the latest designs and materials fit for the festive season of Onam. Actress Keerthi Suresh can be seen flaunting a number of traditional attires with an urban touch fitting the festive mood of the season giving out the brand message of #GetThemTalking. The TVC is very bright and peppy and has interesting elements of a traditional Onam celebration setup merged with the modern trends of celebration and styling.
The campaign has been getting a good response from the audience and is getting coverage in regional media for its unique innovation.
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.
