iWorld
Matched! The first digital short film collaboration between India and Pakistan, presented by Arré and Teeli, on the occasion of Independence Day
MUMBAI: India’s leading digital platform Arré has collaborated with Pakistan’s premier digital entertainment brand Teeli to co-produce, co-write, and co-create the first digital short filmed across Delhi and Karachi, to celebrate Independence Day for India on the 15thof August and for Pakistan, on the 14th of August.
The collaboration is an attempt at opening up dialogue in a purely creative field, far removed from political and diplomatic relations between the two countries. The idea is an experiment to engage with shared cultural values like food, language, and social relationships, rather than the politics that has shaped the current narrative.
The short film explores the possibility of a personal relationship between young peoplein these two countries and tries to ask the question: What would happen if one of us got a chance to befriend someone across the border? Would the countries’ political and social history come in the way? Is the sarhad more than just a geographicalconstruct demarcating territory?
Matched! captures the unlikely friendship between an Indian girl from Amritsar and a Pakistani boy from Lahore, made possible through a dating app. Lahore and Amritsar are only 50 kilometres apart – and yet, are separated by more than just geography. So what happens when two people who only associate India with Bollywood and Pakistan with Coke Studio, strike a conversation? A friendship evolves, similarities are discovered, differences are cast aside, and by the end of it, you’re left wondering what makes them so different from us.
The video will be out on the Arré and Teeli platforms simultaneously on the 13th of August. Catch the teaser here https://youtu.be/-0Ga51UUVgI
The film was a collaboration between Arré and Teeli in every sense of the word. From script, production, and post-production, teams on either side worked on Skype over a period of two months, with the sole purpose of exploring how we can overcome barriers with digital content. The film was simultaneously shot in in Karachi and New Delhi by members of the two teams and every attempt was made to deliver a film that is not one country’s version of the other, but a joint expression of two neighbours. Even though the crew and actors on both sides never met each other, the working relationship evolved smoothly over two months for a seamless film that does not feel divided in any way.
Sharan Saikumar, Creative Director Arré,said “Matched! is a product of the digital age. It suggests that even though our countries and politics may falter, as people we can always be true.”
Gul Zaib Shakeel, Head Writer, Teeli, said “Digital content has made borders irrelevant. It’s shown and shared the thrilling, mundane and honest things that our regular lives are all about. The fact that content from either side of the border resonates with the other is testament to how truly similar we are at the core. This is what the video is about. Teeli hasn’t worked on a collaboration of this nature before. Once the introductory phone calls with Arré were done, you’re essentially working as one unit… with a lot of distance between each other. From video calls that stretched for hours to last-minute phone calls from the set to confirm minute details, the journey from scripting to production to post has been an absolute delight.”
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
