MAM
Nesterra’s #BringOnThePillows Campaign: Celebrating sibling bonds with a splash of nostalgia this Rakshabandhan
Mumbai – Nesterra, the pioneering premium home furnishings brand in the upholstery and drapery segment from the house of Sutlej Textiles & Industries Ltd. from the prestigious K.K.Birla group, is all set to spark joy and camaraderie with its much-anticipated Rakshabandhan campaign, #BringOnThePillows. As a tribute to the cherished love between siblings, Nesterra presents a captivating two-day weekend activation, bringing the enchanting world of pillow fights to life. The event will take place at Infinity Mall, Malad in Mumbai on the 26 and 27 of August 2023, starting from 11 a.m. onwards.
Nesterra’s #BringOnThePillows is a one-of-a-kind initiative designed to help individuals relive their treasured childhood memories of pillow fights with their dear siblings and loved ones. This innovative and fun-filled event promises to transport participants back to the times of innocent laughter and friendly battles featuring pillows reflecting Nesterra’s trendsetting designs and impeccable craftsmanship. Attendees will have the unique chance to challenge their siblings or loved ones to a thrilling Pillow Fight within the #PillowFightRing. Winners will be rewarded with captivating goodies from Nesterra.
In addition to the exciting on-ground activation, Nesterra is hosting an engaging digital contest on Instagram, offering participants a shot at winning products worth a grand total of Rs 50,000. Participation in this unique contest is both easy and delightful. The Instagram contest is live and accepting entries until Thursday, 31 August 2023. With such alluring prizes at stake, now is the perfect time to get involved and create lasting memories.
To know more about the digital contest, check
Nesterra VP of home textiles and design expert Smita Joshi said, “At Nesterra, we believe in the power of shared memories and connections. The #BringOnThePillows campaign is our way of bringing families closer, reliving cherished moments, and making new memories that will be cherished for years to come. Through this campaign, we celebrate the spirit of Rakshabandhan by embracing the playfulness of childhood and the enduring bond between siblings.”
Nesterra is delighted to foster the spirit of sibling bonds and create an atmosphere of joy and nostalgia with its #BringOnThePillows campaign this Rakshabandhan. Whether through on-ground pillow fights or the captivating digital contest, the brand aims to spread smiles and celebrate the unbreakable love shared among siblings.a
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.
