Brands
Vi & Birla Studios unveil digital acting talent hunt Reel Se Real Star
Reel Se Real Star aims to democratise entry into India’s film industry
MUMBAI: Vodafone Idea Limited and Birla Studios have partnered to launch Reel Se Real Star, a mobile-first acting discovery platform aimed at opening up India’s entertainment industry to a wider pool of aspiring talent.
Designed as a fully digital initiative, the platform allows participants from across the country to upload audition videos through an app or website, removing the need for industry connections or physical auditions. The goal is to make talent discovery more accessible, regardless of geography or background.
Speaking about the vision behind the initiative, Birla Studios founder and chairperson Ananya Birla said, “Talent does not always get the opportunity it deserves, and that gap has kept far too many aspirants out of the spotlight. With the reach of digital infrastructure today and Vodafone Idea’s strong national footprint, we have the ability to create access at scale. ‘Reel Se Real Star’ is our attempt to build a platform where anyone, from anywhere, can be discovered.”
The programme blends mass participation with industry mentorship, with entries set to be evaluated by established directors and creative professionals. This structure aims to ensure both credibility and quality, while giving participants a clearer pathway into mainstream entertainment.
For Vodafone Idea Limited, the initiative also highlights the role of connectivity in enabling opportunity. “Connectivity is most meaningful when it creates opportunity,” said Vodafone Idea Limited chief executive officer Abhijit Kishore. “By bringing the audition room into the hands of aspiring actors nationwide, we are ensuring that potential is not limited by geography.”
The platform will leverage Vodafone Idea’s digital reach of over 200 million users, alongside Birla Studios’ creative direction, to build what the partners describe as a more inclusive and diverse talent pipeline for the industry.
Winners of the programme will receive a breakthrough opportunity to act in a feature film alongside an established director, offering a tangible entry point into cinema. The initiative is expected to go live on the Vi app in the coming months, with early registrations currently open.
As the lines between content creation and discovery continue to blur, ‘Reel Se Real Star’ positions itself as a timely bet on India’s next wave of talent, where the next big star could well be just a smartphone upload away.
Brands
OpenAI launches Everyday Superheroes campaign during IPL in India
Multi-language ads spotlight real-life ChatGPT use, tapping into cricket buzz
MUMBAI: OpenAI has rolled out a new India-focused campaign titled ‘Everyday Superheroes’, timed to coincide with the ongoing Indian Premier League season.
The multi-language campaign celebrates how people across the country are using ChatGPT in everyday situations, from work and education to routine tasks. Running from 13 April to 31 May, it uses a mix of television and digital platforms to showcase real-world use cases in a relatable, light-hearted manner.
At the heart of the campaign are seven films set across different IPL home cities. Each story follows an individual using ChatGPT to tackle a practical challenge, turning ordinary moments into small wins.
Cricket plays a central role in the campaign’s strategy. OpenAI has partnered with five IPL teams, including Chennai Super Kings, Delhi Capitals, Lucknow Super Giants, Royal Challengers Bengaluru, and Rajasthan Royals, to integrate the brand into the fan experience.
As part of this, the campaign introduces the ChatGPT Match IQ Award, recognising the smartest on-field decision in each match. The award, selected by team coaching staff, is shared with fans through short-form videos and social content.
Another interactive feature is #FullFanMode, a custom GPT that lets fans create personalised posters in their team’s colours by uploading a photo. These can then be shared on social media for a chance to win match tickets.
Commenting on the campaign, OpenAI head of marketing for India, Sheeladitya Mohanty said, “Across India, people are using ChatGPT in practical, everyday ways, often in use cases we didn’t anticipate. ‘Everyday Superheroes’ builds on that insight and shows how AI is becoming part of daily life in relatable ways.”
He added that cricket, given its cultural pull, offers a natural way for the brand to connect with audiences at scale.
The campaign will run across more than 150 television channels and 25 digital platforms, with films released in nine languages including Hindi, Tamil, Telugu, and Marathi. Directed by Abhinav Pratiman and produced by Early Man Film, the series aims to keep things simple, human, and firmly rooted in everyday India.
With this campaign, OpenAI is not just marketing a product, it is positioning ChatGPT as a helpful companion in daily life, one small problem at a time.
