MAM
Radio City makes us experience Mumbai
MUMBAI: Radio City has created a campaign that makes us experience a city even with eyes shut. The film Taxi Driver, is based on this emotion. To make this idea more experiential, the thought will be adapted in print, on-air, digital and on-ground.
In this film, the story is about a taxi driver of Mumbai. Conceptualised by Scarecrow Communications, the film starts with the taxi driver being put to test by two youngsters. He is blindfolded and taken to one of the most nostalgic lanes of Mumbai. Just using his other senses he guesses the place. The script is a journey that takes us to places that have been the most cultural parts of the city. Powerful performance by Rajan, documentary-style cinematography, blend of Arabic, western classical, and Indian music, and an honest script makes this film a treat for all senses. The Azaan at the end of the film creates a heart wrenching moment in the film.
To make the film more honest, team Scarecrow took a taxi and actually travelled through the lanes and consumed the cultural nuances. From jalebi to itr, everything about the film has come from their real experience. The screenplay and dialogues were written there itself.
The guerrilla shoot and the documentary style of capturing were figured by the director Tathagata Singha and the DOP, Sylvester at the actual locations.
Radio City CEO Abraham Thomas says, “The campaign is an attempt to highlight the power of radio as an experiential medium building a very strong imagery in the minds of the consumer. It also showcases that radio is a theatre of the mind that transcends beyond being just a mere audio medium. The campaign seamlessly resonates what our brand stands for and we are hopeful that it will further help drive synergies in every city we are present in.”
Scarecrow Communications founder director Manish Bhatt adds, “It was really a goosebumpy experience for me and my team to write the story of a storyteller who can impeccably describe our city with his eyes closed and yet manages to evoke all our senses. Especially the story for a brand which entertains all our citizens without using visuals for almost two decades.”
To bring alive the sound nuances of the film the composer duo Kedar and Bhargav too went to the actual location and recorded the actual sounds of the film. Whether it’s the bargaining sound of the foreigners or the sound of jalebi being fried, every sound present in the film is the real sound of the location.
MAM
Microsoft names Asha Sharma CEO of Gaming division
Nadella appoints AI exec to lead Xbox after Phil Spencer’s retirement; 500 million MAUs mark new era from 20 February 2026.
MUMBAI: Xbox just levelled up its leadership and this time the boss comes with an AI cheat code. On 20 February 2026, Microsoft CEO Satya Nadella announced Asha Sharma as the new executive vice president and CEO of Microsoft Gaming, overseeing the Xbox empire from Redmond, Washington. She steps into the role after Phil Spencer, who led the division since 2014, announced his retirement. The move follows the earlier departure of Xbox president Sarah Bond.
Nadella, writing on the Microsoft Corporate blog said, “I am long on gaming and its role at the center of our consumer ambition… Asha has helped build and scale services that reach billions of people and support thriving consumer and developer ecosystems.” He highlighted Sharma’s track record scaling platforms at global level from her time as chief operating officer at Instacart and vice president at Meta Platforms to her recent stint as president of Microsoft’s CoreAI product division since joining in 2024.
Sharma, a Carlson School of Management graduate with a BSc in Business, has held product leadership roles at Meta, board seats at Home Depot and Coupang, and worked on AI initiatives like Foundry, a platform embedding AI models into third-party apps. She described gaming as “a fusion of art and technology, empowering creators worldwide to push the boundaries of hardware and software.”
Microsoft Gaming boasts more than 500 million monthly active users, cementing its spot as one of the world’s top platforms. This autumn marks the 25th anniversary of the division (the original Xbox launched in 2001), a milestone Sharma will steer alongside renewed AI-driven innovation.
Matt Booty, head of Microsoft’s gaming studios, will report to Sharma as executive vice president and chief content officer. Nadella praised the duo for blending consumer product savvy with deep gaming expertise to fuel platform advances and content pipelines.
Industry eyes are fixed on how Xbox consoles fare against Sony and Nintendo amid fierce competition. Whether Sharma’s AI background sparks a new golden age for Xbox or simply keeps the lights on remains the big boss-level question but one thing’s clear, the next chapter of gaming at Microsoft just got a fresh player with serious strategic depth.
