MAM
Adgcraft wins PR mandate for Kalidas Ka Kathaalok storytelling festival
NEW DELHI: Adgcraft Communications has secured the public relations mandate for the second edition of Kalidas ka Kathaalok, a cultural storytelling festival organised by Samay Yaan in collaboration with the Indira Gandhi National Centre for the Arts (IGNCA).
The two-day event will be held on February 7 and 8, 2026, at Purana Qila in New Delhi, bringing together storytelling, theatre, music and visual art inspired by the works of Sanskrit poet Kalidasa.
As PR partner, Adgcraft will manage the festival’s strategic and creative media communications, amplifying its narrative of reviving ancient Indian thought through contemporary cultural expression.
The festival is themed around a time journey to Bharat nearly 2,000 years ago, inviting audiences to experience literature as a living tradition rather than a historical relic. Set within the historic fort complex, it will feature immersive experience zones, performances, ancient scripts, traditional attars and curated cultural installations exploring themes of love, nature, power and society.
Adgcraft Communications founder Abhinay Kumar Singh, said the festival offers younger audiences a creative gateway into India’s classical heritage, blending storytelling with performance and art to make tradition accessible and relevant.
Kathaalok project head Bharti Dhingra, said the collaboration aims to create an atmosphere of reflection and dialogue, allowing visitors to engage emotionally and physically with India’s cultural past within a historic setting.
Founded in 2021, Adgcraft Communications has expanded its presence across Noida, Lucknow, Mumbai, Gujarat and Bengaluru, working with more than 200 brands across sectors. The agency offers services spanning media relations, content strategy, corporate reputation management, crisis communication, public affairs and investor relations.
Brands
HP launches Smart Champs learning game show with JioStar for students
Sanya Malhotra hosts quiz series blending fun, learning and prizes
NEW DELHI: HP India has teamed up with JioStar to launch HP Smart Champs, a new learning-based game show designed to make education engaging for school students across the country.
Hosted by Sanya Malhotra, the 10-episode series brings together students from Grades 5 to 9, who compete in teams through quiz and puzzle-based challenges that test knowledge, logic and teamwork. The show will begin streaming on JioHotstar from April 11 and will premiere on Nick on April 18, with weekend episodes airing at 7 PM.
Powered by HP Smart Tank printers, the format integrates print-based learning into the gameplay, using worksheets, clues and visual problem-solving tools to encourage hands-on participation. The idea is to move students beyond rote memorisation and towards more applied, curiosity-led learning.
The competition promises high stakes, with winners set to receive a cash prize of Rs 10 lakh, while runners-up will take home Rs 5 lakh. Additional rewards include HP AI laptops, Smart Tank printers and accessories, while the winning school will be awarded an HP Smart Tech Lab.
Speaking about the initiative, HP India managing director Ipsita Dasgupta said, “At HP, we believe nurturing India’s youth is key to the country’s progress, and technology plays a foundational role in enabling this. With HP Smart Champs, we wanted to create something beyond traditional learning, a fun-filled platform where curiosity, creativity and critical thinking take centre stage.”
On the show’s reach, JioStar head entertainment sales Mahesh Shetty said, “HP Smart Champs reflects how children today learn through exploration and experience. With Nick and JioHotstar, we are creating a multi-screen approach that is both engaging and meaningful.”
Highlighting the role of print, HP India senior director print Satish Kumar said, “The show brings print-based learning to life in an engaging format, helping students develop deeper understanding through hands-on experiences.”
The journey to the finale began with participation from over 1,000 schools across 26 cities, narrowing down to 34 finalists who will compete in a studio showdown in Mumbai.
With its blend of entertainment, education and technology, HP Smart Champs is positioning itself as more than just a quiz show. It is a nationwide push to make learning interactive, accessible and, above all, a lot more fun.
