MAM
Indian Gaming League (IGL), India’s fastest growing ESports platform organized the “Quarantine International Gaming Tournament” to raise funds for COVID relief
Indian Gaming League (IGL), India’s fastest growing e-sports platform tied up with Round Table Asia Pacific, a global non-profit organization to host a Quarantine International Gaming Tournament from 15th – 17th May 2020. The tournament was attended by international participants along with the regular users of IGL. IGL conducted one game a day and managed to raise close to 75K that will be donated towards COVID-19 relief with the help of Round Table. There were a total of 150 participants from all across the world with gamers from India securing the winning positions.
IGL live streamed the tournament on their YouTube channel which witnessed 80K Views. The tournament started at 18:00 hrs and required a registration fee of INR. 500/- which was made on www.iglnetwork.com. With a total pool of 90K for 3 games, 30K was allotted per game from which 15K was awarded to the winner; 10K to the 1st runner up and 2nd runner up awarded 5K.
Yash Pariani, Founder & Director, Indian Gaming League (IGL) says “We wanted to curate a concept revolving around gaming with a cause and an initiative aiding healthcare workers and Covid-19 relief. It shows the power of the e-sports community and how we were able to organise this tournament in less than a week and raise raise these funds in just under 3 days.”
Yash further added “We look forward to hosting an even bigger tournament in the coming weeks to aid the true heroes, the health workers who are actively combating Covid-19 on the front lines.”
IGL is India's most popular competitive gaming and e-sports league that hosts gaming tournaments online. Games on IGL can be played on any platform including Xbox, Playstation 4, PC and smartphones. IGL is created by gamers for gamers to have a high-quality competitive gaming experience whilst opening up the doors to a career in the multi-billion dollar e-sports industry.
MAM
Xiaomi India launches Redmi Note 15 Special Edition campaign
OML film puts phone through chaos to showcase durability and camera
MUMBAI: If phones could sweat, this one would still keep its cool. In a market flooded with spec sheets and sameness, Xiaomi India has decided to turn up the heat quite literally. The brand’s latest campaign for the Redmi Note 15 Special Edition swaps predictable product demos for a full-blown kitchen meltdown, with celebrity chef Sanjeev Kapoor trading calm composure for controlled chaos.
Conceptualised and produced by OML, the campaign takes a sharply unconventional route. Instead of listing features, it throws the smartphone into a high-pressure dinner service, where Kapoor subjects it to a series of exaggerated, almost absurd stress tests chopping chillies on it, splashing water across its screen, and pushing it through a tense culinary gauntlet.
The message lands without spelling itself out. While the kitchen brigade falters under pressure, the phone does not. By the time a junior chef declares it “cooked”, the device emerges unscathed quietly reinforcing its durability, ultra-slim design, and 50 Master Pixel camera.
The approach reflects a broader shift in how brands are speaking to digital-first audiences. With Gen Z increasingly immune to traditional advertising formats, the campaign leans into storytelling, humour, and cultural familiarity to hold attention mid-scroll. The casting itself does part of the heavy lifting Kapoor, known for his composed persona, appears in an unexpectedly stern avatar, adding an element of surprise that fuels shareability.
For Xiaomi India, the idea was to move away from feature-led communication towards something more experiential. By embedding the product in chaotic, real-world scenarios, the campaign attempts to make performance feel demonstrated rather than declared.
The result is less of an advertisement and more of a content piece, one that understands the algorithm as much as the audience. Because in today’s attention economy, surviving the scroll might just be tougher than surviving a kitchen rush.
