iWorld
Malayalam web series Utsaha Ithihasam wins big at Seoul Webfest
MUMBAI: The very first Seoul Webfest held on the 16th -18th August of this year, saw the showcasing of over 200 web series from across the world and the Malayalam web series Utsaha Ithihasam produced by Studio Mojo has won big at the Fest. Seoul Webfest is the first such web series festival in South Korea and North East Asia.
Currently running on Zee 5, Utsaha Ithihasam, bagged the award for the ‘Best Dramedy (comedy drama), at the fest. Directed by the award-winning filmmaker Krishand, the series won many more nominations in the best actor, best actress, best art director, and supporting actor and actress categories.
Based on a brief period in the life of two youngsters, the series was a crowd favourite amongst the international audience, present at the fest. The concept of the series revolves around existential nihilism, political incorrectness & relationship dynamics.
An elated director Krishand of Utsaha Ithihasam shares his feelings, “The recognition of Utsaha Ithihasam amidst all the web series from across the globe as the best comedy drama is in fact a great honour for us. It would have been impossible without Studio Mojo to make these episodes possible at this scale. “
The cast line up saw some upcoming names such as Rahul Rajagopal (lead male) and Pooja Eaju (lead female). Some other fresh faces who won some nominations include, Shyamin Giressh (supporting male) and Shweta Netam Khare (supporting female).
The series was produced by the leading regional video entertainment network, Studio Mojo, founded by the former CEO of iStream.com. “We are delighted that Utsaha Ithihasam, our first web series in Malayalam has won it big at the Seoul Webfest. We are planning to do couple of new projects with Krishand including a full length bi-lingual feature film in Tamil and Malayalam,” says Radhakrishnan Ramachandran, Founder & CEO of Studio Mojo.
With a winning round of applause and a promise to return with newer ventures, Utsaha Ithihasam, has been etched into the memories of the attendees of the first Seoul Webfest.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
