MAM
Tata Housing launches new campaign ‘Its Interesting’ with lower interest rates for homebuyers
New Delhi: Tata Housing, a 100 per cent subsidiary of Tata Son, launched a new campaign “Its Interesting” to celebrate the 75th Independence Day. As a part of this campaign, homebuyers can avail an interest rate of 3.50 per cent for 12 months on nine projects of Tata Housing across seven cities: Delhi, NCR, Kasauli, Mumbai, Goa, Bengaluru, Chennai, and Kochi. The campaign will be live from 5 August 2022 to 15 September 2022.
Homebuyers will also be showered with other benefits such as upto one kilogram of customised silver coin with every booking marking their hone purchase in the auspicious 75th year of India’s Independence.
“Its Interesting” is a 360-degree marketing campaign led by Tata Housing with a digital-first approach. OOH and radio will also be leveraged to further increase the reach of the campaign, along with strategically planned roadshows for NRI markets. Projects such as Amantra, New Haven, Bahadurgarh, Goa, La Vida, Myst, Promont, Santorini, Serein, and Tritvam will be featured in the campaign with tailor-made spaces that help elevate the overall living experience of the new-age home buyer. As a result of the # ItsInterestingOffer, all homebuyers/fence sitters will be able to purchase their dream home while also receiving up to one kilogram of customised silver coin commemorating 75 years of independence.
More than two thousand channel partners have been roped in to amplify the reach of the campaign further. Designed to reduce the fluctuating interest rate impact, “Its Interesting” aims to truly make the upcoming festive season interesting and unique for homebuyers.
Expressing his views on the campaign, Tata Realty and Infrastructure MD and CEO Sanjay Dutt said, “Post the marginal rise in the repo rate, the home loan rates are on the rise which has impacted the home buying sentiment. The past 2 years have been a great example of the positive impact of lower interest rates, resulting in M-o-M historic residential real estate sales.”
He added, “With the festive season being around the corner, initiatives like this offer will present lucrative home-buying options to prospective customers. As a home buyer centric company, Tata Housing’s “Its Interesting” campaign will not only enable home buyers to invest in the residential real estate but it will also encourage the fence sitters to make the purchase decision.”
Adding to that, Tata Realty and Infrastructure SVP and chief sales and marketing head Sarthak Seth said, “Tata Housing has been on the forefront of undertaking strategic initiatives that help home buyers buy their dream homes. The “It’s Interesting” campaign will break through the clutter with lower interest rates in light of the rising interest rates with the sole purpose of providing homebuyers with a viable choice to purchase their dream home. Strategic partnerships with more than two thousand channel partners nationwide will help the pan-India campaign further. As one of the early adopters of digital technology, the campaign will have a higher focus on digital and social media. We are also looking at a targeted approach to the NRI markets through systematic roadshows and activations that will further expand the reach of the campaign.”
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.
