MAM
AI, aye Captain, Shekhar Kapur to steer Studio Blo’s ethical vision
MUMBAI: In a plot twist worthy of his own films, Shekhar Kapur has boarded the AI express, this time not behind the camera, but at the helm of innovation. The celebrated director has been named chairperson of the Board of AI Ethics & Creative Stewardship at Studio Blo, a move that fuses reel-life mastery with real-time tech.
Studio Blo, the next-gen content studio making waves with AI-powered filmmaking, is counting on Kapur to lead the charge as it navigates the tricky intersection of creativity, culture, ethics, and artificial intelligence.
Commenting on his appointment, Shekhar Kapur said, “AI is not here to replicate the past it’s here to create entirely new forms of cinematic expression. I believe AI films will soon stand as a genre of their own, unbound by traditional definitions of cinema. Studio Blo is doing some of the most cutting-edge work I’ve seen globally, and I’m excited to shape a future where imagination is limitless, and technology is the brush.”
And if anyone can lend gravitas to that future, it’s the man behind Elizabeth, Bandit Queen, and Mr. India. With a Padma Bhushan, a BAFTA, and a shelf full of national and international accolades, Kapur brings not just credibility but a cinematic sensibility that’s both visionary and deeply human.
Studio Blo, meanwhile, isn’t just dabbling in AI, it’s diving in head-first. With collaborators ranging from Warner Music and YRF Films to Dentsu and Nykaa, the studio is rewriting the rules of filmmaking, blending old-school craft with cutting-edge AI workflows.
Studio Blo co-founder and CEO Dipankar Mukherjee said, “Shekhar Kapur’s association with Studio Blo is both an honour and a powerful validation of our vision to disrupt content production and filmmaking through AI. His mentorship will not only guide our global expansion but will also help us invent a bold new grammar of storytelling, one where AI becomes a co-creator of cinematic experiences rather than just a tool.”
With Kapur now in the director’s chair of ethics and imagination, Studio Blo’s script just got a lot more exciting and perhaps even Oscar-worthy.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
