MAM
TVS Motor Company unveils new marketing campaign for TVS Jupiter – ‘Dil Ka Mileage’
MUMBAI: TVS Motor Company has unveiled the marketing campaign for their flagship scooter– TVS Jupiter. Titled ‘Dil Ka Mileage’, the campaign debuts a new television commercial film for the brand.
True to TVS Jupiter’s ethos of ‘Zyaada ka Faayda’, the film showcases nuances of people going the extra mile for their loved ones.
‘Dil Ka Mileage’ explores the story of a father, who drops his daughter for her cricket practice astride his TVS Jupiter, and is mindful to handover the safety gear. The frame then moves to a husband, navigating through narrow lanes, to cater to his pregnant wife’s pani puri cravings and ensuring she is comfortable on the way. It also captures a moment from a young man’s life as he waits on a highway to pick up his father arriving on a late-night bus and is rewarded with an expression of delight as the father disembarks.
The film closes with Amitabh Bachchan, the brand philosophy evangelist of the brand say, “Jab apno ki muskurat khushiyo se bhar deti hai dil… toh usse Dil Ka Mileage kehte hai.”
Set amidst the historical and culturally vibrant backdrop of Lucknow, the TVC reaffirms that it is the little things we do for loved ones that go a long way in creating happiness.
Commenting on the ad film, Mr. Aniruddha Haldar, Vice President (Marketing), Scooters, Commuter Motorcycles and Corporate Brand, said, “We have known that mileage has always been the overriding concern for the Indian Commuter. However, we believe this concern is from a strong desire to do more, achieve more, go that extra mile – especially for their loved ones. Hence this concern for mileage is based on the need to clock more and more “Dil Ka Mileage”, through going that extra mile for their loved ones. TVS Jupiter is their preferred ride, not only because of its performance, including mileage, but for sharing the belief in “Dil ka Mileage”. We are confident that our consumers will be increasing their “Dil Ka Mileage” on every ride with their TVS Jupiter.”
“The idea was to elevate the brand from talking about just mileage of the scooter to what the man does with it. Mileage tells how far the scooter would go but Dil Ka Mileage tells you how far would the man go for his near and dear ones. The film celebrates the family man who everyday selflessly does little but important things for his loved ones that make them smile.” said Krishna Mani, Executive Creative Director – South, Dentsu Network Advertising Private Limited
MAM
Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
