Brands
Bajaj V’s new film paid homage to soldiers this Martyrs’ Day
MUMBAI: Bajaj V, the bike forged with the invincible metal of INS Vikrant launched the ‘Postcards of Pride’ film under its famous ‘Invincible Indians’ series.
Through the film, Bajaj V asked all Indians to spare a moment to remember our martyrs who laid down their lives in military combat since 1947. It urged them to respect our martyrs’ memories, by lighting a candle outside their own homes at 8 pm on 23 March – Martyrs’ Day.
22,000 of our soldiers have sacrificed their lives to protect our lands and borders, till date. Over the course of time, we as a nation, tend to move on with our grief of losing our brave men. One man, however, decided to honour our martyrs and their families’ great sacrifices. The campaign captures the story of Jitendra Singh Gurjar, a Surat-based security guard who has been writing postcards to martyrs’ families for the last 19 years. Till date, he has written letters to 4000 families. Through the film, Bajaj V conveyed a message of all Indians to come together on Martyrs’ Day at the same time to pay a tribute to our soldiers.
Bajaj Auto vice president of marketing (Motorcycles) Sumeet Narang says, “Bajaj V has created invincible Indians, a platform to showcase the stories of solid Indians who, by their resolve and determination, performed extraordinary acts for our society. We feel that like Medicine Baba, Ambulance Dada and others, Jitendra Singh Gurjar is also a true invincible Indian and hope that his story will inspire millions of Indians to do their bit to pay tribute to our martyrs.”
Leo Burnett South Asia chief creative officer Rajdeepak Das adds, “As humans, we are prone to grieve about something momentarily if it is far removed from our own lives. We fail to internalise that even a single martyr’s death is our collective misfortune; it is an eventuality that happened only to keep us safe. Bajaj V and Leo Burnett India wanted people to honour our soldiers’ memories and say a silent thanks to them on Martyrs’ Day. We may never become Jitendra Gurjar ourselves, but we can definitely try. The brand has done a brilliant job of paying homage to our forgotten heroes, and I’m sure this humankind idea will urge Indians to light a candle outside their homes on 23 March.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
