MAM
DDB MudraMax bags Rs 300 mn Nirmal Lifestyle media biz
Mumbai: The experience and engagement network of the DDB Mudra Group – DDB MudraMax – has been awarded with the media duties of Nirmal Lifestyle.
The account was won following a multi-agency pitch and size of the business is in the range of Rs 250-300 million.
The creative duties for the real estate developers already rest with DDB Mudra.
Nirmal Lifestyle director Rajeev Jain said, “We at Nirmal lifestyle have a vision for the next 25 years for our growth and expansion through ‘innovating, creating and transforming’ strategy. We have a vision to take up fitness and sports as our company‘s core DNA and to also make it a part of our townships and retail and commercial projects. As this is a big leap for our company in terms of the growth we are looking in the next 10 years, we also require a media design and planning agency of equal caliber who can give our vision support and strength required. We are delighted to partner with DDB MudraMax and are confident that they will do a great job and take our brand to the next level.”
DDB MudraMax Media Mumbai head Samir Khanna added, “This is a prestigious win for us. The vibrant vision of Nirmal Lifestyle of ‘Innovating, Creating and Transforming’ and focus on sports and fitness as their core DNA has got us very excited. We look forward to partnering with the team at Nirmal Lifestyle.”
DDB MudraMax enables clients to interact at a single point to reach consumers through a complete spectrum of specialist touch points such as TV, Print, Radio, Digital, Out-of-Home, Retail, Activation, Events, Bottom of the pyramid, Sports, Music, Youth and Entertainment and has 36 offices pan India.
Its clients include Pepsi, Gillette, Volkswagen, Reebok, Aircel, ITC, Birla Sun Life, Titan, Castrol, Uninor, Star, Colgate, Standard Chartered Bank, Tata, Hindustan Times, Asian Paints, Yamaha, Kotak, Hewlett Packard, Fosters, L&T, Ashok Leyland, Western Union, Jyothy Laboratories – Henkel, LIC, World Gold Council, BPCL, TTK Prestige, Wipro Consumer Care, Amway, ACC and others.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
