Brands
Godrej Yummiez, Pigeon air fryers take on India’s kitchen myths
MUMBAI: Godrej Yummiez has teamed up with Stovekraft’s Pigeon air fryers to challenge long-held kitchen myths around frozen foods and air frying, launching a nationwide digital awareness campaign aimed at modern Indian households. The campaign takes on familiar refrains: that frozen food is the opposite of fresh and air fryers are fit only for snacks, arguing that both claims are out of step with how people cook today.
The brands point to advances such as individual quick freezing technology, which helps preserve nutrients, flavour and texture while reducing food waste. With longer workdays and late meals becoming routine, frozen foods are being positioned as practical, time-saving options rather than last-resort fixes. Citing industry data, the campaign notes rising trust in frozen snacks and growing interest in convenience-led cooking, while air fryers are framed as tools that cut oil use, retain nutrients and simplify everyday meals.
As part of the activation, mothers across cities were sent curated kits featuring a Pigeon air fryer and a selection of Godrej Yummiez frozen snacks, which they integrated into daily routines ranging from children’s lunchboxes to late-night bites. The campaign leans heavily on digital storytelling to show how frozen foods and air fryers can work together to deliver quick, familiar meals without excess effort or guilt.
Godrej Foods head of marketing and innovation Anushree Dewen, said the collaboration reflected a push to make everyday cooking simpler without trading off taste or nutrition. Stovekraft head of marketing Amitabh Bhatia, said air fryers were evolving from novelty gadgets into everyday appliances, helping Indian households adopt healthier, more balanced cooking habits.
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.
