MAM
KBM Spices cooks with Hrithik Roshan starrer Super 30
MUMBAI: KBM Spices one of the pioneer brands of KBM Foods since 1969 successfully established association with upcoming Hindi Feature Film, Hrithik Roshan starrer, Super 30. One of the most anticipated movie of the year, Super 30 is scheduled for release on 12 July 2019. Blue Bang Media & entertainment, leading entertainment and brand alliance agency closes the brand integration deal between KBM spices and Super 30, blending the movie attributes along with the communication of the brand.
The deal comprise a massive co-branded TV campaign having exposure on TV, Radio and outdoor mediums of branding which seamlessly merge the brand with the film, featuring the lead star of the film Hrithik Roshan. The brand communication goes in sync with the movie attributes conveying Super Swad aur Super Sehat which conveys that ‘to achieve big goals healthy brain and body are very important’.
The salient features of the brand inherently align itself to the theme of the film and main characters of the film, Brilliant mathematician Anand Kumar portrayed by Hrithik Roshan helps 30 smart but underprivileged students prepare for entrance exams for the Indian Institutes of Technology which is a big goal to achieve.
KBM Spices is India’s one of the leading spice provider a respectable name amongst spice connoisseurs across the country. The brand stands for best quality spices with best taste and health benefitsfits in well and support the communication. The essence of the brand and the character alongside the plot line come alive in this co- branded campaign. In addition, a meet and greet between KBM Spices and star cast of the film be organised as a part of the association.
Talking about the deal, Mr. Pravesh Aggarwal, Co-owner, KBM Foods Private Limited said, “The film Super 30 is truly an inspiration for young minds of the country on how they can scale great heights in life. What made our brand KBM associate with the movie is the efforts of KBM Spices to help the young minds scale such great heights through ‘Super Swaad’ and ‘Super Sehat’ which our Spices deliver and which are pivotal for both mental as well as physical health. Also our brand KBM stands for purity and quality- the things which have stood all the way in the teachings of Anand Sir, Hritik Roshan’s character in the movie. The message conveyed through the association is meaningful for the audience and help them to associate the purpose for which the brand KBM as well as the movie Super 30 stand for.”
Mr. Vinay Punjabi, MD & CEO of facilitating agency Blue Bang Media & Entertainment says, “Spices as a category is low involvement when it coming to purchase decision. Product distribution plays a very important role in this line of products. Core objective was to build the brand KBM Spices and create awareness among the trade value chain and customers. The association with the movie Super 30 with the concept of ‘Super Swaad …Super Sehat’ and getting Hrithik Roshan’s face value and brand value to accelerate the KBM Spices awareness level. We have created great Co-branding association campaign across media platforms to have great benefit to the Brand and the Movie.”
MAM
Deepfakes target women in 93 per cent of cases, report finds
Pi-labs study shows 900 per cent rise in female-focused synthetic media; India sees 60 per cent jump in cybercrime complaints.
MUMBAI: Deepfakes aren’t just fooling cameras, they’re hitting women hardest, turning pixels into a new kind of weapon. A new report from creator intelligence platform Pi-labs has revealed that nearly 93 per cent of deepfake victims are women, with deepfake content targeting females surging 900% in recent years. The findings paint synthetic media as a fast-escalating digital threat with a stark gendered impact.
In India, cybercrime complaints involving women rose from about 50,000 in 2024 to nearly 80,000 by 2026, an increase of roughly 60 per cent in just two years. Almost 98 per cent of deepfake pornography is aimed at women, often powered by face-swapping apps and bot networks that disproportionately target females, including school-age girls. Victims typically fall in the 18–30 age group, with Bengaluru reporting a growing share of cases.
Globally, 62 per cent of deepfake abuse cases involving women go unreported due to stigma, in India, over one-third of women facing online harassment take no action, and many reduce their digital presence after abuse. Close to 33 per cent of women remain unaware of protective laws.
City-level trends show Bengaluru leading with nearly 30 per cent of complaints, followed by Hyderabad (14 per cent), Mumbai (13 per cent), Chennai and Kolkata (5 per cent each), and Delhi (3 per cent).
Pi-labs, CEO and founder Anukush Tiwari said, “AI is one of the most powerful technologies of our time, but like every powerful tool, it reflects the intent of those who use it. We are witnessing a growing trust deficit in digital spaces, where identity can be manipulated within minutes and reputations can be damaged overnight.”
Image morphing and deepfake videos remain the most common forms of misuse. The report also notes a new trend: fully AI-generated female personas (not based on real individuals) gaining high engagement on social platforms, raising questions about digital credibility.
Detection remains challenging due to widespread generative tools and rogue creators. Industry estimates suggest over 5,000 face-swap tools and more than 1,000 voice-cloning applications are accessible online.
pi-labs offers pi-authentify, an AI-driven detection system that scans media for generative markers and provides authenticity scores, as well as Namokavach, a verification portal delivering confidential assessments within two working days. The Payal gaming case was resolved using pi-authentify’s forensic analysis.
The report urges minimising digital footprints and adopting detection tools to limit replication risks. It frames the gendered impact of synthetic media as an urgent digital safety issue requiring coordinated action from individuals, platforms and technology providers.
In a world where faces can be borrowed in seconds, the real crime isn’t just creation, it’s the silence that follows, and women are paying the heaviest price.
