MAM
Percept/H rolls out the next phase of Bharat Nirman Campaign
MUMBAI: The second phase of the Bharat Nirman Campaign is out and it has been received well by everyone. The ad has been conceptualised by Percept/H.
These films are produced and filmed by Pradeep Sarkar and his Apocolypso Filmworks team.
In the first phase of the campaign, the creative agency has created seven TVCs focusing on citizen‘s rights launched last year. This year, the agency is coming up with six TVCs.
This time, the TV commercials will be focused on the education, secularism, infrastructure, mobile, telephone, government schemes and policies. A thematic film that ties them all together is also part of the mix.
The campaign will be promoted via television, cinema halls and print. The TV commercials will be focused on the revolutionary schemes that have been launched over the past few years. The team at Percept/H focused on people-driven stories and treated the campaign like they would do a regular brand campaign.
Percept/H executive creative director Rajiv Agarwal said, “This is a people’s campaign, people’s point-of-view. The idea was to translate the brief/schemes into people stories in a classic storytelling format so that people engaged and identified with the campaign. And why should ‘sarkari work look sarkari?’ The whole idea was to treat it like any other brand campaign, so that when the govt logo appears at the end, it should be a surprise. There’s an insight behind every story. The motive behind these TVCs to make the protagonist and hence the consumer feel empowered.”
Percept/H VP Kausar Anjum said, “We talked about the difference one could make to one’s life through the proper utilization of these schemes, irrespective of whether its urban or rural India. As always the logistical challenges of executing the TVCs were immense: five TVCs and one overarching TVC, four language masters for each. Making it a total of 24 master films and dubs in seven languages of each film, making it 35 dubs. So at the end their will be 59 films.”
Percept/H has won the creative duties of Bharat Nirman, the campaign initiated by the central government for the development of rural India in a multi-agency pitch which was held in July 2012.
Apple rarely announces minor updates with much fanfare, and iOS 26.4 is no exception. No dramatic redesigns, no flashy keynote moments. What it delivers instead is a focused set of improvements that sharpen the experience you already have. If that sounds underwhelming, spend a week with it. You will change your mind.
Apple Music Learns to Listen Better
The biggest shift in this update lives inside Apple Music. Apple has brought AI-powered playlist generation to the app, and it works on mood rather than genre. Type something like “rainy evening at home” or “running late on a Monday,” and it builds a playlist that actually fits. This is not algorithmic guesswork dressed up in new clothing. It genuinely reads the intent behind vague descriptions and responds well.
Alongside this, a new concerts feature scans your listening history and surfaces live events happening near you. It is a smart bridge between your digital music habits and real-world experiences. Apple is quietly making the case that a music app should do more than just play songs.
Shazam also gets a meaningful upgrade. It can now identify songs without an internet connection. This might sound like a minor convenience, but anyone who has tried to Shazam something at a crowded venue with patchy signal will tell you it is anything but minor. The feature works locally on-device, which also means it is faster.
CarPlay Gets Smarter Controls
CarPlay has been updated with deeper integration for intelligent voice assistants. The goal is to reduce how often drivers need to look at a screen or tap anything at all. You speak, things happen. It is a clear step toward making the driving experience safer without stripping away functionality. The integration feels natural rather than bolted on, which is a harder thing to achieve than it sounds.
The Fixes You Feel Every Day
This is where iOS 26.4 earns its keep. Keyboard responsiveness has been improved, and the difference is noticeable immediately. Typing feels more accurate and less combative. Accessibility features have been refined across the board, with better contrast options and adjusted spacing that makes the interface easier to read without forcing you into larger text sizes.
The Health app has also been updated. It now surfaces more actionable insights from your daily data rather than just displaying numbers. If your sleep patterns have shifted or your activity levels have changed, the app now contextualises that clearly instead of leaving you to interpret raw figures on your own.
These are the kinds of changes that do not photograph well for a press release. They also happen to be the ones that make your phone feel genuinely better to use.
A Few Other Additions
New emojis have been added in this update. They will find their way into your conversations faster than you expect. Family Sharing has also been updated, with more granular control over shared payments and subscriptions. If you share an Apple account with family members, this puts clearer limits on who can spend what, which has been a long-requested fix.
What This Update Actually Represents
iOS 26.4 is Apple doing what it does best when it is not trying to make headlines. Every addition here serves a clear purpose. The AI music features are genuinely useful. The CarPlay improvements address a real safety concern. The small UI fixes accumulate into a noticeably smoother daily experience.
There is no bloat. Nothing feels experimental or half-finished. That discipline is harder to maintain than it looks, especially as operating systems grow more complex with each passing year.
If you have been holding off on updating, this is the one worth installing.
