MAM
Love takes over Platinum this Valentine’s Day
MUMBAI: Love deserves an expression. But do phrases like “falling for you”, “blinded by love”, “head over heels”, “madly in love” hold true today? Are they relevant? Is that what we want love to feel like in a modern world that aspires for equality, empowerment and respect for individuality? A state where one loses one’s sense of rational thinking is dizzy and confused seems like sharp contrast. While love is meant to be great high, one that uplifts you then must its expressions all somehow pull you down?
Dinner dates at expensive restaurants, over the top romantic gestures – sure sound nice in a film, but don’t they tend to preoccupy your thoughts, misdirect your efforts /expectations and create a shift in focus. Instead of thinking of how to make this relationship more real for today, a more meaningful partnership, don’t they serve to lead you into believing something else?
This month of love – “LOVE” itself comes alive and questions the relevance of these expressions and gestures.
Platinum Days of Love brings alive a unique four week digital and social campaign personifying love and infusing new and refreshed meaning into expressions and gestures around Valentine’s Day. Reimagining love to mean a relationship that makes two people greater together. In the days leading up to Valentine’s Day, each day LOVE will write an open letter that questions outdated expressions, frivolous gestures, rituals and days offering its modern perspective on relationships, urging couples to embrace acts and gestures that are more meaningful.
And that’s not all – One of the most interesting features that Platinum Days of Love adds to this campaign is the “Love Bot”. The Love Bot works in the form of a voice-based ‘google assistant’, suggesting meaningful ways to celebrate Valentine’s day – including the best way to express your love to your partner, to surprise your loved one and also to buy him or her the perfect Valentine’s Day gift!
The entire campaign is supported by PDOL’s acclaimed #GreaterTogether digital film that celebrates couples who can come together to build an even more formidable force where differences add perspective and similarities are built on to make one stronger.
“It’s time we replace and reimagine the vocabulary around love and relationships from one that rejects and undermines the potential of an individual, cues compromise and sacrifice to one that demonstrates how two individuals can come together to build something greater. Can go from strength to strength. Falling, blinded, taking the plunge all land up seeming like one has been severely compromised. Couples today aspire for a love that empowers and uplifts – where together builds a greater partnership at every level. Where gestures don’t leave you skeptical because they are so over the top but rather reassured- said Platinum Guild International India consumer marketing director Sujala Martis.
“Reimagining love is a natural fit for today’s couples. They have stopped believing in archaic definitions of love and believe in love that empowers them. With this campaign, this Valentine’s Day we want couples to look beyond over the top, frivolous ways to celebrate; and take a more meaningful approach. The idea was to not make this a preachy campaign and hence the conversation is led by Love. Love that’s meaningful and the one that makes you greater together” – said DentsuWebchutney client services Harsh Shah
Known for meaningful designs crafted in rare platinum – apt for when a relationship too mirrors rare qualities. PDOL has curated a collection of six exquisite Platinum Love Bands in its “Greater Together” collection. The designs of each pair stands for a unique promise that enables couples to be #GreaterTogether. The collection will be available to purchase across leading jewellery retail stores in India from the 25 of January until 15 February.
The campaign is live across digital platform from the 25 of January until 15 February.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
