Brands
EBG Group launches EBG Films
NEW DELHI: EBG Group is rolling the cameras. The diversified conglomerate is stepping deeper into India’s content economy with the launch of EBG Films and a joint venture with Button Creative, betting that branded storytelling and original cinema can sit under one scalable roof.
The move folds advertising, digital content, podcasts and feature films into a multi-format platform. Button Creative, a long-time creative partner, will steer advertising films and branded content, while the new EBG Films unit will chase features, biopics and mythology-driven originals.
The group is putting real money behind the ambition. EBG Films will allocate Rs 50 crore a year to fund films, backing projects typically budgeted between Rs 1 crore and Rs 5 crore. One project is already complete, with more to be unveiled.
Irfan Khan, founder and chief executive of EBG Group, set out a three-pronged plan.
“Under this new partnership, Button Creative will lead the Group’s ad films engine, while EBG Films will focus on feature films, biopics, mythology-driven originals, and EBG Shows will advance the Group’s mindful podcast initiatives. Further, EBG Films will allocate Rs 50 crores annually to support content creators by funding films with budgets ranging from Rs 1 crore to Rs 5 crores. We have already produced one project, and more details will be revealed soon.”
The slate hints at scale and spectacle. EBG Films is collaborating with a major South Indian superstar set to play multiple roles. Upcoming projects include a biopic on Swami Vivekananda and Vayuputra. Partnerships are lined up with Green Gold Animation, the studio behind Chhota Bheem, and with other industry players. The group is also working with Shamsi Abbas, executive producer of Padmaavat, on select titles.
Button Creative’s founders cast the alliance as both shield and springboard in a tightening ad market. Shafique Shad Fakih, co-founder, argued the model blends creative instinct with corporate muscle.
“While many traditional agencies are contracting, this partnership balances Button Creative’s instinct with EBG’s discipline and brand portfolio, allowing both teams to focus on ideas that genuinely move the needle.”
Rohit Prakash, co-founder, said EBG’s backing cuts through red tape.
The backing of EBG Group provides creative liberation by reducing approval bottlenecks and enabling teams to focus on impactful storytelling, adding that feedback on campaigns for brands such as Carlton Wellness, featuring Mrunal Thakur, shows how collaboration can sharpen the work.
Akanscha Ravindra Srivastava, co-founder and chief operating officer, stressed that the tie-up strengthens in-house studio muscle and weaves Button Creative more tightly into EBG’s brand ecosystem and culture.
The content push also doubles as brand building. Hari Kiran, co-founder and chief operating officer of EBG Group, said the company is pairing film ambitions with marketing and social goals.
“In addition to film ventures, EBG Group is pursuing brand partnerships and marketing initiatives by creating branded content for Carlton Wellness and Acer Electric, while enhancing public engagement and visibility. Sustainability and social responsibility remain central to the Group’s mission. EBG Films will also launch a podcast series on underdog founders, sharing stories of entrepreneurial resilience to inspire the next generation of creators.”
He framed the broader play as ecosystem-building.
EBG Group is committed to building a creative ecosystem that supports talent, celebrates storytelling, and drives meaningful social impact. “Our upcoming projects, spanning films, sustainability programs, and strategic creative partnerships, reflect this vision.”
EBG Group, which straddles mobility, health, realty, lifestyle, food, services, technology and education, brands itself around “People • Planet • Progress”, from electric vehicles to wellness and hospitality.
Now it wants cultural capital too. With money on the table, partners in place and stories in the pipeline, EBG is not just selling products, it is scripting narratives. In India’s booming content bazaar, that may prove the savvier bet.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
