MAM
MuscleBlaze flexes its storytelling muscle with ‘India’s strongest unknowns’
MUMBAI: Some stories don’t break the internet, they break you a little, then build you right back up. MuscleBlaze’s new content series, India’s strongest unknowns, does exactly that, throwing a spotlight on the grit that rarely makes it into glossy sports ads.
India’s leading sports nutrition brand has taken a sharp creative turn with its new flagship series, created by Tonic Worldwide, choosing long-form, cinematic storytelling over sprint-length reels. Instead of protein tubs and pumped-up montages, the brand dives into the messy, emotional, often invisible labour that turns talented athletes into national outliers.
The inaugural film, India’s Fastest Hurdler Ever | Tejas Shirse’s 13.41s National Record, sets the tone and the bar for the series. Over ten intense minutes, the film tracks Shirse’s turbulent path through the 110-metre hurdles: the financial squeezes, the mental strain on his family, the heartbreak of missing qualification by split seconds, and the psychological toll of coming up short again and again. Through candid interviews with Tejas, his coach and his family, the film makes one thing brutally clear, speed may win medals, but resilience wins careers.
“In an era dominated by micro-dramas and one-second reels, we made a conscious choice to slow down,” said Tonic Worldwide co-founder and chief creative officer Sudish Balan. “Effort, discipline, accountability these aren’t concepts that fit into fleeting clips. For India’s strongest unknowns, we committed to cinematic integrity. We wanted audiences not just to watch, but to feel an athlete’s journey. We’re not chasing views, we’re building trust.”
By presenting athletes like Shirse through documentary-style narratives, MuscleBlaze positions itself less as a brand and more as a chronicler of India’s athletic backbone, the overlooked, the underfunded and the relentlessly driven.
The series will continue to drop new episodes over the coming months, each spotlighting a different athlete or fitness icon and slowly building a library of long-form stories that don’t just motivate the MuscleBlaze community, they validate it.
If protein builds the body, these films build the conviction to keep going.
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.
