MAM
Hyundai Motor India collaborates with Red Bull for ‘Urban-Downhill’
Mumbai: Hyundai Motor India announced an exciting and adrenaline packed collaboration with Red Bull for the inaugural Red Bull Urban Downhill. Red Bull Urban downhill is a high-speed mountain biking event wherein athletes engage in a downhill adventure course with various obstacles and high jump ramps along the course. The event is set to take place in Aizwal, Mizoram, in March 2024. This marks the first collaboration between Hyundai Motor India and Red Bull in India, bringing together the dynamic worlds of automotive innovation and extreme sports.
Commenting on the announcement, Hyundai Motor India AVP & vertical head, marketing, Virat Khullar said, “This association is the perfect amalgamation of Hyundai Motor India’s outdoorsy spirit with Red Bull’s energetic spirit. This partnership aligns with a common cohort that is enthusiastic, fun loving and outgoing. On a path to creating benchmarks with a new age audience, I am confident that ‘Urban-Downhill’ will mark a new chapter in our exciting journey.”
Renowned as one of the elite performers in the mountain bike 4X discipline, Red Bull Athlete Tomáš Slavík boasts a string of world titles that affirm his status among the cycling elite. Sharing his excitement about the groundbreaking urban downhill project in Aizwal, Slavík said, “I am thrilled to have been part of the first-of-its-kind urban downhill project in Aizwal. Exploring challenging routes and breathtaking views during my time there was truly exhilarating. The content is tailor-made for the Indian audience, igniting the spirit of adventure and undoubtedly inspiring young bikers. I eagerly anticipate the response to this video.”
Smriti Mandhana, the left-handed batswoman living the dreams of every young Indian, applauds the collaboration between two of her favourite brands, Red Bull and Hyundai. Witnessing Tomas effortlessly executing tricks during his downhill descent, she said, “The collaboration between Hyundai and Red Bull marks an exciting journey into the world of adventure. I am thrilled to see the incredible feats captured in the documentary, showcasing how Tomas Slavík’s skills seamlessly blend with the spirit of adventure. It highlights the prowess of both brands in pushing the boundaries of exploration.” Hailing from the Sangli district in Maharashtra, this Red Bull Athlete, like most youngsters in India, grew up dreaming of donning the country’s cricket colours.
Red Bull Urban Downhill, an extreme mountain biking sport, is an event that has been organised across various countries and has garnered high engagement from audiences across the globe with majority engagement coming from India on digital platforms for the event. Recognizing the growing fan base for mountain biking, especially in the Northeast region of India, Hyundai and Red Bull are excited to introduce this thrilling sport to Indian enthusiasts. The event, titled “Red Bull Urban Downhill Tlang Ruam, Aizwal,” aims to act as a catalyst for the sport’s growth in India.
Hyundai and Red Bull’s commitment to nurture the local interest in extreme sports is evident through the engaging content created in collaboration with Tomas Slavik, a celebrated mountain biking professional and a UCI 4X World Champion. Thomas recently visited India and created an engaging documentary. An engaging companion on this journey for Thomas was Hyundai’s Venue N Line which brings together the perfect balance of motorsport inspired styling and technology that add thrill to every drive. The documentary along with action clips will be shared on various social media platforms to generate excitement leading up to the Red Bull Urban Downhill Tlang Ruam, Aizwal slated to happen in March 2024.
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.
