MAM
OTT or not OTT: Streaming takes a starry U-turn in India
MUMBAI: OTT promised to disrupt, democratise and decentralise content.
But as of 2025, that promise is looking increasingly like a nostalgic trailer.
In the latest firecracker of an episode from the podcast What India Needs!, host and media entrepreneur Shutapa Paul sat down with content maven Sidharth Jain to lift the lid on Indian streaming’s messy midlife crisis.
Jain, the guy behind hit shows and sleepless nights for scriptwriters everywhere, joined Paul for a raw and revealing chat on what’s working, what’s worrisome, and what’s getting washed out in India’s $4.5 billion OTT pool – a figure projected to cannonball to $27.2 billion by 2033.
“The beauty of OTT is that there’s something for everyone,” Jain said, though he noted that grim, gritty narratives are slowly being benched in favour of feel-good, lighter content. Apparently, viewers want dopamine, not depression. And that shift is forcing creators to think pastel instead of pitch-black.
Paul took aim at censorship, calling out platforms for self-censoring and dodging anything remotely political. “Streaming platforms don’t want to commission or carry content which can be political or controversial,” she said. Jain didn’t disagree. “Why create something that could lead to legal battles and unnecessary trouble?” he added.
Under India’s IT Rules of 2021, platforms now navigate a vague maze of self-regulation, which has led to more red tape than revolution. Ambiguity is the enemy, and it’s pushing creators to pull punches before they’ve even picked up the pen.
So, is streaming still a playground for the underdog? Not quite. Jain threw shade on the idea of democratisation, noting how star-driven content and legacy studios have once again taken centre stage. “OTT was always about convenience… The real democratisation is happening on platforms like Youtube and social media, where anyone can create and share content,” he said.
In fact, OTT has started borrowing a page from the FMCG playbook. Star power is the new sugar, slick campaigns are the packaging, and your attention is the shelf space everyone wants. Jain pointed out that platforms now prefer faces that can light up billboards—and bring built-in followers to boot.
For those looking to break in, Jain offered a reality check, not a rose-tinted filter: “I would never recommend someone to enter this industry for an easy career. It’s easier to become a pilot or climb a mountain peak than find a sustainable career here.”
His advice?
Start scrappy.
Use Youtube.
Make short films.
Be consistent.
Be authentic.
And, above all, be ready to get punched in the creative gut before anything clicks.
The episode isn’t just a chinwag – it’s a crash course in surviving India’s streaming jungle. Jain and Paul unpack the evolution of OTT from a scrappy disruptor to a polished, star-backed machine that’s still figuring out where to go next. In a market with over 480 million OTT users and growing, the stakes – and expectations – are sky-high.
Watch link: https://open.spotify.com/episode/5yVct5K2dKP0VoMmtYtIBF?si=DEwz-r8xTwudBkrhqa7BHg
MAM
Lakmé launches SPF infused makeup range with ‘I Earned It’ campaign
Lakmé 9to5 Hya Beach Edit blends sun protection, hydration and colour.
MUMBAI: If the Indian summer insists on turning up the heat, beauty brands are learning to keep their cool. Lakmé has unveiled a new campaign titled “I Earned It” to introduce the Lakmé 9to5 Hya Beach Edit, its first makeup range infused with SPF. The campaign features brand ambassador Aneet Padda and positions the collection as a blend of sun protection, skincare and long wear colour designed for India’s hot and humid climate.
Part of the Lakmé 9to5 portfolio, the new range expands the brand’s long running narrative around the confident working Indian woman. With the “I Earned It” message, the campaign shifts the focus slightly, celebrating not just ambition but also the idea that downtime and personal moments are equally deserved.
The campaign film follows a modern professional navigating a day that moves effortlessly between work calls, coffee runs and evening plans, reflecting the fast paced routine of urban life where indoor polish often meets outdoor exposure to the sun.
Hindustan Unilever Limited chief marketing officer for beauty and wellbeing Sunanda Khaitan said the product was developed with India’s climate and lifestyle in mind. “Living in a country with high sun exposure made us rethink what long wear beauty should deliver. With the Lakmé 9to5 Hya Beach Edit we are bringing together sun protection, hydration and high performance colour in a single step,” she said.
The new range is formulated with SPF and powered by hyaluronic acid, a skincare ingredient widely used for hydration. According to the brand, the products are designed to remain intact in heat and humidity with sweat proof, transfer proof and water proof formulas.
The aim is to merge skincare benefits with cosmetic performance, offering lightweight finishes that stay fresh even during long days outdoors.
Padda said the campaign resonated with her own routine of balancing work and personal time. “‘I Earned It’ is a reminder to celebrate yourself without guilt and enjoy the moments you have worked hard for. The campaign reflects that spirit with makeup that feels fresh, effortless and designed for real life,” she said.
The campaign was developed by Ogilvy, where creative leaders Mihir Chanchani and Zenobia Pithawalla described the concept as reflecting a Gen Z mindset that embraces both hustle and leisure.
The Lakmé 9to5 Hya Beach Edit collection is now available on the brand’s official website, major online marketplaces and retail stores across India.
