MAM
Inkspell announces Drivers of Digital Awards 2016
MUMBAI: Inkspell has announced the inaugural edition of the Drivers of Digital Awards 2016 – India Chapter (DOD Awards), the entries for which will open from 6 June 2016.
This event has been conceptualized with the idea of furtherance of the ongoing digital momentum in India. The DOD Awards also aligns itself with the Government’s visionary programmes like ‘Digital India’ and ‘Start-up India’. Eminent personalities like Apurva Chamaria (HCL), Debasis Chatterji (Netxcell), Dr A Nagarathna (NLUIS) Gaurav Mehta (OLX), Gyan Gupta (Dainik Bhaskar), Noor Warsia (DMA), Piyush Pushkal (Dell), Rahul Ramchandani (Google), Rubeena Singh (MoneyControl), S Rajendran (Acer) among many others are on the jury panel of the Drivers of Digital Awards 2016.
The objective of the Drivers of Digital Awards is to establish a globally recognized Awards property in India. Furthermore it will motivate the agencies and enterprises to continue doing phenomenal work for the uplift of the digital economy in the country. The DOD Awards will encourage the entrepreneurship spree in the digital arena and celebrate the brisk pace of digital advancement in the country. It also aims to acknowledge and recognize the exceptional contributions to the digital growth by individuals, groups, as well as enterprises across different segments and sectors of the industry and act as a catalyst to the technological advancement and the progress in the national economy.
The Awards will have participation from the following industries: Digital marketing, e-Commerce & m-Commerce, Media, FMCG, BFSI, Auto, Electronics, OEMs, Technology and Conglomerates. There are a total of 37 Awards to be given away. The entry submission is open to all in the broad categories of Digital Marketing Awards, Website Awards, Mobile Awards, Digital Financial Awards and Special Awards.
Drivers of Digital Awards 2016 is associated with the International Council of Digital Enterprises and Networks (a Digital Europe initiative), Dainik Bhaskar, Digital Market Asia, Iffort.com, Indian Television, India Today Group, Octane and others.
Brands
Parle-G celebrates Bihu with music-led campaign rooted in culture
Two-part films blend nostalgia and storytelling to capture Assam’s festive soul
MUMBAI: Parle-G has turned to music, memory and meaning in its latest campaign celebrating Bihu, offering a culturally rooted tribute that goes beyond typical festive advertising.
Created by Thought Blurb Communications, the two-part campaign builds on the brand’s long-standing thought of finding joy in others’ happiness. It begins with a music-led prequel and culminates in a narrative-driven film that explores the emotional essence of the festival.
The campaign opened with a two-and-a-half-minute Bihu music video featuring Partha Hazarika, with music composed by Nilotpal Bora and vocals by Dikshu. Rather than positioning itself as a conventional brand piece, the video leaned into authenticity, capturing the vibrancy and rhythm of Bihu. Viewers also drew emotional parallels to Zubeen Garg, whose absence lent the film a nostalgic undertone. The response was swift, with over 12 million combined views across YouTube and Instagram within a week.
Building on this momentum, the main film tells the story of Ahir, a musician struggling to compose a Bihu song within the confines of a studio. His journey takes him into the open landscapes of Assam and eventually to the banks of the Brahmaputra, where a boatman helps him rediscover the true spirit of Bihu. The narrative underscores a simple idea that the festival cannot be manufactured in isolation, it must be experienced in nature, community and shared joy.
Speaking about the campaign, Parle Products vice president Mayank Shah said the initiative aims to celebrate not just the festival but the emotion behind it. He noted that Bihu reflects the idea that joy multiplies when shared, a theme that sits at the heart of the story.
From the agency side, Thought Blurb Communications chief creative officer Vinod Kunj said the team sought to tap into Assam’s cultural pulse, acknowledging the emotional void left by the absence of Zubeen Garg while celebrating the enduring spirit of the festival.
Adding to this, Thought Blurb Communications national creative director Renu Somani Karwa said the campaign draws from deeply human stories, where small acts of generosity become powerful expressions of connection.
Meanwhile, Thought Blurb Communications executive creative director Auryndom Bose highlighted the importance of nature in shaping Bihu’s identity, noting that the film attempts to capture how music and movement emerge organically from the landscape itself.
With this campaign, Parle-G leans into cultural storytelling with a lighter brand footprint and a stronger emotional core. By placing music and community at the centre, it offers a reminder that some stories are best told not in studios, but in the shared rhythms of real life
