Brands
Mother’s Recipe and actress Shweta Tripathi collaborate to spread Fun and Festivity this Diwali
Mumbai: Diwali represents a time of joyous celebration, heartfelt togetherness and the creation of cherished memories with loved ones. Recognising the pivotal role of women in fostering the spirit of togetherness during Diwali, Mother’s Recipe, a renowned brand known for its delectable and traditional flavors, is thrilled to announce its collaboration with actress Shweta Tripathi for a unique #TyohaarApneAndaazMein campaign. As the name of the campaign suggests – it is about how each one is celebrating their Diwali in their own unique style and how Mother’s Recipe is adding to the festive fervor.
The collaboration between Mother’s Recipe and Shweta Tripathi seeks to encapsulate the essence of Diwali from a woman’s perspective, highlighting the significance of the festival as a time for nurturing familial bonds, spreading joy, creating a vibrant atmosphere filled with laughter and love and of course lots of good food. As families come together to revel in the warmth of the festive season, the ‘Diwali Shayaris’ campaign aims to capture the heartwarming moments shared during this special time.
The Instagram reel for #TyohaarApneAndaazMein is based on Ms. Shweta celebrating her Diwali with a twist of taste, celebrating Diwali in her own style. The campaign, inspired by the spirit of togetherness and the vibrancy of the festival, brings forth a series of ‘Diwali Shayaris’ that infuse a playful and quirky twist to the traditional celebrations, resonating with the joyful essence of both the brand and the esteemed actress. The video features a wide range of Mother’s Recipe products like Chutneys, Papad, Pickles and Ready to Cook spice mixes, which are a true celebration of Indian cuisine and home cooked food.
Commenting on the campaign, Ms. Sanjana Desai, Executive Director of Mother’s Recipe, “Diwali holds a special place in the hearts of every Indian, especially for women, as we celebrate it with food, family & festivity. Through our collaboration with the talented Shweta Tripathi, we aim to capture the essence of Diwali in a way that resonates with the heart and soul of our consumers.”
Brands
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
