MAM
Google, Microsoft and Reliance may help design rlys ad tech
MUMBAI: Leading global companies such as Google, Microsoft and Reliance may be keen to take part in the Indian Railways project and help design platform screens advertising technology. Railways is putting together a strategy to launch two lakh screens across India, aiming at a revenue Rs 10,000 crore in 10 years, the Times of India reported, for which a tender could be awarded by May this year.
Indiantelevision.com had earlier reported that content on demand on trains and at stations is a sizeable market. According to a report by the Boston Consulting Group (BCG), the infotainment market to be around Rs 2,277 crore in three years’ time.
The Railway Ministry, in a bid to revamp railways, may invite bids for Content on Demand (CoD) and railradio services in April. Services that would be included under the CoD initiative are — movies, TVserials, short videos, kids’ shows and devotional content. The CoD would also include streaming audio such as regional songs, movie songs, and devotional music; and providing electronic newspapers, gaming and educational content. Railways’ bids for app-based cab services will also be invited by May.
The video, radio, digital music and digital gaming contracts will be for a period of 10 years. The railways is, through these initiatives, expecting revenue of Rs 16,000-20,000 crore in 10 years.
As per the BCG report, to provide offline content, railways may have to shell out Rs 38,000 per coach. But, the online content will be expensive — for Rs 25 lakh each. Coaches are required to be well equipped to offer content streamed via the internet.
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Govt may invite bids for railway TV content this month, market pegged at Rs 2.3k cr
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
