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Percept Pictures releases Youtube channel ‘Indian Chronicles’ and Musical Short Film on LGBTQ
MUMBAI: Percept Pictures has launched its new Musical Short Film on the contentious LGBTQ subject matter. “Just Begun” is an interesting journey of a young female couple as they embark on life together, with the journey transporting the viewer through flashes of reminiscence. The objective of the film is to convey the concept of Love in its purest form, break preconceived barriers, encourage liberation and support humanitarianism, with an ecstatic music track. The film makers claim to deal with an extremely sensitive issue, yet tackles it in the most tranquil and contemporary style with an aim to reach out to the vast global audience.
Produced and directed by Percept Pictures, this short film continues to add to their repertoire of achievements following in the footsteps of their award winning short film (aids+b)2 which won the Best Film award at the Dada Saheb Phalke Film Festival 2016.
Percept Pictures chief operating officer Danny Mamik said, “We were quite disturbed by the shootings in Orlando and wanted to do our bit to showcase our support for the LGBTQ community through a platform that could reach out to the masses. While brainstorming we came up with the idea of “LOVE IS THE OLDEST RELIGION”, and I was quite surprised to realize that there is no phrase coined like that till date. The phrase is so true and so apt for our world right now.”
He further added, “Once we cracked the core concept, the execution and treatment of the video just flowed. The main thought that we want to communicate is that it doesn’t matter who you are or what your choices are, as long as there is Love, there should be no judgement.”
Percept Pictures also announced the launch of its YouTube page, “Indian Chronicles”. This channel will serve as a dedicated platform to enable the youth to express themselves. Over the past year Percept Pictures has become a nurturing ground for young aspiring creative talent and ‘Indian Chronicles’ will offer an opportunity and platform for young budding creative talents across our country to showcase their skills and voice their opinions in a creative manner across any topic that is close to their heart.
The content of the channel will be three fold, viz:
– Cause Cinema
– Topical, Real stories
– A platform to showcase Talent – any person, anywhere in India who has talent can showcase their skills on Indian Chronicles
Commented Danny, “At Percept Pictures we have always believed in giving the youth a chance to express themselves. The movie Pyar Mein Kabhi Kabhi is a prime example – Salim Suleimann, Vishal Shekhar, Shaan and many more had all debuted in that film. In keeping with that tradition and seeing that we are now truly in the digital age, we launched a channel on YouTube called Indian Chronicles with the sole purpose to offer youngsters a chance to express themselves. The content of the channel will be real, raw and topical. We don’t want to limit ourselves to only professionals of the film world…there are 1.2 billion people out there and each one has a story to tell. I believe that the audience is ready for real stories and that is what we will focus on via Indian Chronicles.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
