iWorld
VICE India Releases New Original Crime Series, ‘क Se Crime’ – The VICE Guide to Crime in India
Mumbai: Today, VICE India released the first episode, ’न Se Nakal Mafia’ of its non-fictional six-part crime series, 'क Se Crime – The VICE Guide to Crime in India’. The episode is currently airing on the VICE India Facebook Page. . The series is inspired by the now trending Amazon Prime Original crime thriller Series, ‘Mirzapur’.
‘Nakal Mafia’ takes a closer look at an act that seems to be quintessentially Indian, the cheating racket. Getting into a prestigious educational institution or government job is a matter of prestige for most in India; and a way to move up in life for many. This is the primary reason for criminal gangs that specialize in the ways to get ahead in papers to having examination centres infiltrated by examiners and teachers on exams thrive in UP and Bihar, that will do everything from leaking question their payroll, to even sending an impersonator to take an exam for someone else.
The remaining episodes will release over the course of two weeks looking at different aspects of crime in Uttar Pradesh. These episodes include ‘ग Se Gang’, a look at how organized criminal gangs function, and rise to positions of power and influence. The other episodes in the series include ‘श Se Shooter’, ‘औ Se Auzaar’, ‘फ Se Faraari’ and ‘स se Smuggling.’
Subsequently, VICE India will be distributing this original episodic series beyond its owned-and-operated platforms in India; providing it global reach through its international presence.
Speaking about the show, Samira Kanwar, Head of Content at VICE India said, “We are very excited to showcase this particular piece of original work to our audiences. The VICE Guide To Crime In India, is a reflection of what we intend to do as VICE India – capture the pulse of India in a way that is culturally relevant and goes beyond languages or regions we come from.”
#कseCrime
Please watch the episode here: क se Crime: N se Nakal Mafia – Inspired by Amazon Prime Original's Mirzapur
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.
