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Jeeru salutes maternal instinct in adversity
MUMBAI: Jeeru is a jeera-based refreshing drink from Xotik Frujus Private. Since the beginning of the nationwide lockdown, this popular drink brand has been actively engaging with consumers and fans on different digital platforms. ‘Ghar, me and garmee’, a fun on-going campaign has been giving out ‘chill’ lockdown survival tips by urging consumers to stay at home, this summer.
Starting Mother’s Day, Jeeru has launched a new campaign, #LockdownWaaliMaa, celebrating unexpected mothers – people who are displaying their inherent maternal instincts and caring for others during the lockdown. A digital film released on Mother’s Day leads this campaign which will be supported by other online assets and will extend to key markets for the brand, in the next two weeks.
Conceived by 82.5 Communications, the digital campaign salutes all those who are taking charge of the lives of others around them – just as a mother would do! From neighbours helping failed cooks with loving meals to husbands giving wives head massages exactly like moms would, Jeeru gives a shoutout to those who are going out of their way to don the role of a mother.
The campaign asks viewers to share stories about the #LockdownWaaliMaa in their lives and surprise them on social media.
Xotik Frujus Private chairman Rajeev Sehgal said, “In these unprecedented times the positive thing we are seeing is people stepping up to help each other by being more caring in so many ways. There is no better caregiver than one’s mother and in these times of lockdown, all of us are embracing the qualities and strength of a mother. Taking inspiration from our daily lives, we decided to dedicate and give a refreshing salaam to our #LockdownWaliMaa. Happy Mother’s Day.”
82.5 Communications chairman and CCO Sumanto Chattopadhyay said, “What makes this film different is that it focuses not on ‘real’ mothers but their ‘stand-ins’. If all of us could provide a bit of ‘maternal affection’ to those around us in need of it, the world would be a sweeter place. Happy Mother’s Day!”
82.5 Communications co-chairman and CEO Kapil Arora added, “#LockdownWaaliMa is Jeeru’s attempt at capturing refreshing stories, that shine the light on the values of motherhood, experienced by all of us in our daily lives.”
82.5 Communications ECD and creative head, Mumbai and Kolkata Mayur Varma observed, “You may be staying far from your mom, but you’ll always find people around you playing her role. This is even more apparent during the lockdown. This film celebrates those moms.”
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Lessons from global media markets on building enduring content franchises
Rose Audio Visuals COO and CFO Mitesh Patel.
MUMBAI: The global media landscape has undergone a fundamental shift. Success today is no longer defined by a single hit show. It is defined by the ability to build intellectual property (IP) that travels, evolves, and compounds over time.
At Rose Audio Visuals, this shift is central to how we think about content pitching and creation. We are no longer in the business of just making shows. We are in the business of building IP ecosystems.
From Hits to Franchises
Globally, the most successful content is designed to extend beyond its first outing. It travels across: Seasons, Platforms (TV → OTT → Digital), Formats (series → spin-offs) Shows like Stranger Things and Money Heist are not just successful series they are multi-layered franchises with global recall, fan engagement, and long-term monetisation. The key learning is simple: If content cannot scale beyond one season or one platform, it remains a project not a franchise.
Local Stories, Global Impact
One of the most powerful global trends is the rise of culturally rooted storytelling. Platforms today reward local authenticity combined with universal emotion. Stories that are deeply regional are no longer limited by geography they are amplified by it. Consider the global impact of Squid Game or India’s own Sacred Games. The takeaway is clear: The more authentic the story, the greater its potential to travel if the emotion resonates universally.
Monetisation Begins After the First Window
A critical global learning is that the true value of content is not realised at launch, it is realised over time.
Strong franchises unlock multiple revenue streams: Licensing, International remakes, Brand integrations, Digital extensions , Events and immersive experiences
Global players like The Walt Disney Company have mastered this approach, turning content into long-term ecosystems that extend far beyond the screen.
The first window is just the beginning. The real value lies in what follows.
At Rose Audio Visuals, we increasingly evaluate projects not just on commissioning value, but on their long-term franchise potential.
The Rise of Creator-Led Franchises
An important global shift is the emergence of creator-led IP ecosystems.
Creators today are not just content producers they are building full-scale franchises across platforms, formats, and businesses.
A powerful example is MrBeast. What started as YouTube videos has evolved into: Multiple content formats, Global audience scale , Brand extensions and businesses, High-impact experiential content This is a fundamentally different model digital-first, audience-owned, and infinitely scalable.
This model is still in its early stages in Indian but it represents a massive opportunity.
The next wave of Indian content franchises may not come from traditional studios alone but from creators who think like media companies.
Balancing Data with Creative Instinct
Streaming platforms today are deeply data-driven. Data helps Identify emerging genres, Predict audience behaviour , Inform commissioning decisions However, global experience shows that data alone does not create hits. Data informs scale, but storytelling creates impact.
Talent is the Foundation of Franchises
Enduring franchises are rarely accidental they are built through long-term creative partnerships. Globally, there is a clear focus on nurturing Actors, Writter, Show runner and director. Franchises are not built on scripts alone they are built on creators. This is an area where we continue to invest deeply building long-term relationships with talent rather than project-based collaborations.
Multi-Platform Thinking from Day One
Content consumption today is inherently multi-platform. A successful show must be designed not just for its primary platform, but for: Short-form extensions, Social media amplification, Digital-first engagement. Every show today needs a second life beyond its original format.
India: A Market at an Inflection Point
India today stands at a unique moment in its content journey.
We are seeing significant opportunity in Regional markets (Telugu, Tamil, Marathi and others) Emerging formats such as micro-dramas, Scalable, franchise-driven fiction IP
India does not lack stories. What we have historically lacked is structured franchise thinking something that is now beginning to evolve.
The Way Forward
The biggest lesson from global markets is this: The future belongs to companies that do not chase hits, but systematically build franchises. Because while hits may deliver immediate success, franchises create long-term value, recall, and compounding growth.
At Rose Audio Visuals, this belief shapes how we develop, greenlight, and scale content across platforms.
For content companies today, the question is no longer “Will this show work?” It is: “Can this become a franchise?”
A Personal Note
Having worked across content, business, and strategy, one thing has become increasingly clear to me, the most valuable companies in our industry will not be those that create the most content, but those that create content that endures.
Building a franchise requires patience, conviction, and a long-term lens something that the industry is only now beginning to fully embrace.As we continue this journey at Rose Audio Visuals, our focus remains simple: to move from volume-driven creation to value-driven storytelling. Because in the end, stories may start conversations but franchises build legacies.
