MAM
IIGC turns up the volume with ‘IIGC Talks’ podcast debut
MUMBAI: The Indian Influencer Governing Council (IIGC) has officially entered the chat, with the launch of “IIGC Talks,” its brand-new podcast studio designed to host open, unfiltered conversations about India’s fast-evolving creator economy.
The series kicked off with a bang, featuring India’s gadget guru, Rajiv Makhni, in a candid conversation with Sahil Chopra, chairman of IIGC. In the debut episode, Makhni dives into what it really means to be authentic in a world where likes, views and brand deals often collide. Within a day of its release, the episode racked up over 1.5 lakh views on Youtube.
“In a time when everyone has a voice, the real challenge is knowing which ones to trust,” said Makhni. “If a collaboration forces you to compromise your honesty, the collaboration has already failed. Audiences are sharper than we think, authenticity travels further than any campaign spend.”
The episode doesn’t shy away from the tough questions either, tackling topics like whether brand partnerships can coexist with unbiased reviews and if the rise of ‘defluence’ signals a new era of selective influence.
According to Sahil Chopra, “IIGC Talks isn’t about promotion or praise, but about clarity. The creator ecosystem is maturing, and it deserves real dialogue, not just spotlight moments. Rajiv has set the perfect tone: sharp, honest and rooted in experience.”
The discussion marks a shift in India’s digital landscape, where impact now trumps follower count, and authenticity replaces clickbait. With initiatives like IIGC Protect and The Code of Standards for Brands, the council continues to champion governance, transparency, and creator well-being.
With “IIGC Talks,” the council turns conversation into action, and brings the mic to those redefining influence in real time.
MAM
Sunrise Spices hosts four day Bihu cultural showcase in Assam
56 groups perform across five tribal dance forms at April 14 to 17 event.
MUMBAI: Spice met spirit and the rhythm did the talking. Sunrise Spices brought more than flavour to the table this Rongali Bihu, wrapping culture, community and choreography into a four-day celebration that turned Assam’s festive mood into a living stage. Titled ‘Kristir Milan Setu – Bridge of Cultural Unity’, the event ran from April 14 to April 17, transforming the Bihu week into a showcase of the state’s diverse tribal heritage. Rather than a static celebration, the initiative leaned into performance spotlighting traditional dance forms and turning them into a participative, competitive experience.
Across the four days, 56 group performers from different communities took centre stage, representing five distinct dance traditions Assamese, Bodo, Karbi, Rabha and Mising. Each day unfolded like a cultural chapter, highlighting a different facet of Assam’s identity through rhythm, movement and storytelling.
The event culminated in a felicitation ceremony attended by Ravi Sarma, where winners were recognised across categories based on authenticity, coordination, expression and stage presence, an attempt to balance celebration with craft.
The finale dialled up the energy further with a Barabarani performance by the Tezpuriya Thespian Dance Group, closing the event on a high note that blended spectacle with tradition.
For Sunrise Spices, the play goes beyond cultural patronage. The brand, part of ITC Limited, has long positioned itself around regional authenticity whether through recipes or roots. With this initiative, it extends that narrative from the kitchen to the cultural arena, aligning food heritage with living traditions.
In a landscape where brand activations often chase visibility, this one leaned into identity using dance not just as performance, but as a reminder that culture, much like spice, is best experienced when it’s shared.
