MAM
Kumar Deb Sinha joins The StoryLab as country head
MUMBAI: The StoryLab, the specialist content agency from Dentsu Aegis Network, has roped in Kumar Deb Sinha as the new country head for its India operations.
Based out of Mumbai, Sinha will report to Kartik Iyer, president Media Brands and Amplifi – Dentsu Aegis Network India and the executive sponsor for TSL in India.
Prior to this, Sinha was the national director for content at Wavemaker India, a GroupM Company.
Armed with more than 15 years of content creation experience, Sinha chiefly specialises in the conceptualisation, designing and production of content across screens. He has produced more than 2000 hours of original content for television and digital including scripted and unscripted formats.
Commenting on Sinha’s appointment, Iyer says, “We are very happy to have Kumar Deb Sinha on board. The StoryLab aims to be a significant player in the burgeoning content ecosystem of India with a clear positioning. And we are confident that Kumar, with his experience and expertise, will help us take this ambition forward.”
Sinha mentions that currently there is a huge demand for premium content in India from all key stakeholders – audience, platform and advertiser. Video consumption on personal devices is growing exponentially changing audience preference towards premium entertainment with limited commercial messaging. Both traditional broadcasters as well as OTT players are investing in quality content to differentiate and satiate their audience need. “Advertisers are partnering with premium & successful content formats to connect with this ad-averse audience. Frankly there can be no better time to be a content creator in India for premium and differentiated content and The StoryLab is here to exploit that potential as an innovative investor, distributor and producer,” he adds.
It is pertinent to note here that TSL expanded its footprint into India in 2015 with a slew of product offerings around content partnership, curation, original content and content investment. With operations in 16 countries, TSL works with publishers & platforms to innovate their supply chain of storytelling and with brands to help them invest in the most engaging and effective content solutions.
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.
