MAM
Facebook hosts Creators Day in Mumbai
MUMBAI: Today, Facebook hosted India's first 'Creator Day' in Mumbai, a daylong event uniting video creators from all over the country, to educate and create awareness about its efforts to help them manage their presence, engage their fans, and build their business on the platform.
At the event, Facebook announced that is finding more ways to support Indian publishers and creators build a community of passionate fans and earn money with its new monetization tools:
Introducing ad breaks – Ad breaks are short ads before or during qualifying videos assist video creators to earn money. Now, creators in India can join ad breaks to get a share of the revenue from the video ads shown to the viewer. Starting today, Ad breaks will available for eligible partners in Hindi, Bengali, Tamil, Malayalam and English.
Brand Collabs Manager – It is a new tool that helps brands find creators to collaborate with for branded content opportunities on Facebook. With Brand Collabs Manager, the creators can quickly create a portfolio so that brands can learn more about them and get in touch easily for brand partnerships. It will be available in India in 2019.
From the very beginning, video has been exceptional in its effectiveness to connect people through storytelling. It is emotional and personal. It brings people together like no other medium. At Facebook, we strongly believe this presents a huge opportunity to bring back the magic of social experiences around video. With this focus driving us forward, we are constantly working towards building and enabling video experiences that connect people.
“The biggest trend that Indian digital industry has witnesses in consumer behavior, is rapid growth in adoption of video. We're seeing consumer videos exploding on our platform and today, video has become one of the biggest drivers of engagement growth on Facebook. Besides community content, where people share their experiences, we are a platform where professional content creators come to find an audience and also earn money. Facebook Creator Day reinforces our continual commitment to support the publishers and creator community in India, helping them grow and monetize their videos on the platform.” said Paresh Rajwat, Head of Product for Video, Facebook.
Attendees at the event also gained insights into Facebook's efforts to support Indian publishers and creators build and sustain a community of passionate fans and earn money with its new monetization tools. In addition, creators also got the opportunity to share their stories, discuss ideas for future collaborations, swap learnings and test the latest products.
MAM
Britannia Toastea launches winter chai campaign in North India
Schbang conceptualises street activations and raw film celebrating classic rusk + chai pairing.
MUMBAI: Britannia Toastea just dunked itself into winter mornings because nothing says “cold snap” like hot chai meeting a kadak rusk for the ultimate comfort combo. Britannia Toastea has rolled out its winter campaign across North India, zeroing in on the simple, universal truth that chai is never truly enjoyed alone and in the biting cold, the most unbeatable pairing is a steaming cup with Britannia Toastea. Conceptualised by Schbang, the initiative captures the season’s authentic rituals where strangers at railway stations and roadside tapris become instant companions over shared warmth and conversation.
The campaign brings chaiwalas into the spotlight with the call, “Chai Chai Chai, Garam Garam Chai, saath mein lelo Toastea, yeh hai meri raai” not as a sales line, but as genuine street wisdom from someone who knows the perfect match when they see it. Passers-by are offered Toastea with their hot chai, creating unscripted sampling moments that feel organic and joyful. Shot in raw, vlogger-style footage, the film shows real reactions, laughter, and the quiet satisfaction of dunking a rusk into tea no manufactured emotion, just everyday winter comfort.
Britannia general manager Shekhar Agarwal said, “Winter amplifies tea-time consumption, making it a season of high relevance for the rusk category. Our campaign captures the warm, unfiltered moments shared between chai and Britannia Toastea.”
Schbang creative director for West & North Puru Agarwal added, “We went straight to the touchpoints where this pairing lives, captured genuine reactions in a style that feels true to the streets, and let the experience speak for itself. When you respect culture instead of interrupting it, connection follows.”
Running throughout January, the campaign blends on-ground activations at high-traffic locations with digital amplification, turning authentic winter-street stories into shareable content. In a season when comfort is king, Britannia Toastea isn’t just riding the chai wave, it’s quietly reminding everyone why the crunchiest rusk and the hottest chai have always belonged together.
