iWorld
Filtercopy brings back Ishq at Campus with Silk
Cadbury Silk sweetens Filtercopy’s Valentine micro-drama with reunion romance and unsaid emotions.
MUMBAI: Love may be blind, but this Valentine’s it’s coming back with perfect 20/20 vision Filtercopy’s Ishq at Campus is back for Season 2, and it’s sweeter than ever thanks to a fresh Cadbury Silk partnership. After Season 1 left viewers swooning over college sweethearts Tanya and Maahi (and humming those unforgettable tunes), the youth entertainment channel is cranking up the nostalgia dial for a heartfelt reunion story. Reimagined specially for Valentine’s Day, the new micro-dramas dive into second chances, lingering feelings, and all those words that somehow never quite made it out, all set against the timeless chaos and chemistry of campus life.
The emotional engine? Maahi’s music, once again steering the narrative and tugging at heartstrings just like last time. Pocket Aces (Filtercopy’s parent), D2C head Vishwanath Shetty captured the vibe perfectly, “Romance has always been a space that Filtercopy has deeply understood… The response to Season 1 reaffirmed our belief in micro-dramas as a powerful storytelling format… This season, we continue in the same emotional space, with Maahi’s music once again driving the narrative.”
Sharing their perspective on the collaboration, WPP Media South Asia president for client solutions Shekhar Banerjee said, “By tapping into the micro-drama genre, which resonates deeply with youth, Cadbury Silk effectively amplifies its ‘Say It With Silk’ proposition, fostering authentic emotional connections. This alliance is about embedding the brand within cultural moments to build equity through authentic and impactful storytelling in the new age, in pace with the evolving landscape of brand communication.”
Short, snackable episodes packed with real-feel romance? It’s the kind of content that fits perfectly between lectures, late-night scrolls, and last-minute gift hunts. Whether you’re Team Tanya-Maahi die-hard or just someone who likes a good love story with a side of chocolate, Season 2 promises to deliver those warm, fuzzy, “maybe we should talk” moments that Valentine’s does best.
Grab some Silk, hit play, and let campus cupid do the rest. Because sometimes the sweetest things start with a second chance and a really good bar of chocolate.
iWorld
Airtel bets big on digital lending with Rs 20,000 Cr NBFC push
Telecom giant aims to transform India’s credit scene with a high-scale NBFC plan
NEW DELHI: Bharati Airtel is taking a bold step into the financial world. The telecom giant has announced plans to supercharge its Non-Banking Financial Company, Airtel Money Limited, with a whopping Rs 20,000 crore over the coming years.
Airtel will fund 70 per cent of the capital, with the remaining 30 per cent coming from the promoter group via Bharti Enterprises Limited. The move is designed to narrow India’s credit gap and bring simple, secure digital lending to more consumers.
The company is not starting from scratch. Its existing digital lending platform has already disbursed over Rs 9,000 crore, backed by smart underwriting, disciplined portfolio management, and real-time risk monitoring. With 500 plus data scientists and robust analytics, Airtel claims it has built one of the country’s most trusted lending service provider models.
Bharti Airtel executive vice chairman Gopal Vittal said, “Our success over the past two years shows how technology, data, and customer trust can create impact at a national scale. With this NBFC expansion, we aim to build a future-ready digital lending business that stands for trust, innovation, and inclusion.”
Airtel Money received its NBFC licence from the Reserve Bank of India on 13 February 2026. The expansion taps into India’s fast-growing financial sector, where formal credit accounts for just 53 per cent of GDP, highlighting huge room for growth.
The NBFC’s operations will integrate seamlessly with Airtel’s existing lending platform, keeping processes clear for customers while delivering a smooth experience. By leveraging its vast telecom customer base, Airtel aims to set a new benchmark in digital financial services and make lending accessible, simple, and reliable.
The Reserve Bank of India has noted that while Airtel Money has a valid registration certificate, it does not guarantee the company’s financial soundness or the repayment of liabilities.
