MAM
Sangam to launch new TVC with Suniel Shetty and Virat Kohli
MUMBAI: Sangam India has roped in Bollywood and cricket stars Suniel Shetty and Virat Kohli as its brand ambassadors.
In order to support its new business growth, the textile conglomerate has planned a marketing investment of over Rs 500 million in the next three years.
Sangam is planning to expand its market reach to cover pan-India territories especially across North and East India. As part of the business and marketing scale-up, the manufacturer of suiting and denim fabrics will be launching a new television campaign (TVC) on 17 January.
Sangam has also signed OMD as its media AOR.
The TVC has been conceptualised by TBWA India. It will feature the new brand ambassadors and aim to differentiate the Sangam product though quality and promise as key brand values.
Said Sangam India executive director V K Sodani, “The new TVC is an integral part of our aggressive scale-up in marketing operations as well as marketing spends. As part of our growth charter, we plan to introduce new product lines across the entire value bandwidth. We are currently exploring business opportunities in India and abroad to enter into strategic alliances to launch premium product lines.”
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.
