Brands
Roff sticks the landing with cheeky ‘Naak kat gayi’ ad after India’s win
MUMBAI: Talk about a pitch-perfect fix. Hours after India’s nail-biting win over Pakistan, Pidilite’s Roff slid in with a TVC that stuck just right. Extending its tongue-in-cheek ‘Naak kat gayi’ theme, the campaign gave fans a reason to chuckle as much as cheer.
The quickfire ad was more than a lucky break. Roff had already laid the groundwork with a witty OOH campaign, rooted in cultural references that sparked chatter across social media and outdoor hoardings alike.
Fresh off an active run during the Asia Cup, the tile-fixing brand ensured its latest dig landed with maximum impact, stitching humour into the high-voltage cricketing moment.
By sticking to its signature quirk and timing the release to perfection, Roff once again cemented its place as a moment-marketing master, proving that sometimes the best way to unite India is not just through sport, but through shared laughter.
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.
