MAM
Zomato-Sony partner for CID for content integration through a co-branded promo
MUMBAI: In another clever marketing ploy, Zomato and Culver Max Entertainment have
partnered each other to give their respective brands -CID and Zomato – a bit of a nudge into consumers minds. In an interesting and entertaining attempt at content integration, the duo has released a video that is grabbing eyeballs and generating conversations – basically buzz online.
It begins with a Zomato partner calling up ACP Pradyuman (Shivaji Satam) and informing him that he found the CID office door broken when he had come to make a delivery – a perfect set up for a CID investigation.
On arriving at his office, the ACP is informed of the break in and the missing door and he concludes in his typical style that “daal mein kuchch Kaala hain (There’s something funny about this.” )
To which the delivery boy responds “Nahin, Sir. Daal Tadka ka order hain.”
CID’s investigation and forensics team discovers in a funny round about way that the burglar wears size 12 footwear. ACP Pradyuman immediately orders Daya (Daynanad Shetty) to question the neighurhood shoe sellers to find out who in recent times has purchased a size 12 shoe.
But Daya is not available so his replacement does the questioning of shoe shop owners and comes back to inform ACP Pradyuman that his deputy was the only recent buyer of the footwear.
The assistant commissioner then questions Daya who is eating his favourite bhel about his act and his response is that inspector Abhijeet (Aditya Srivastava) had talked about having an open-door policy which is why he broke the door.
To which ACP Pradyuman responds: “We had talked about an open-door policy and not a broken door policy. Ab tumhe bhel bi nahing milegi, bail bhi nahin, sirf jail. (Now you will not get the snack, nor bail, only jail) to Daya’s astonishment.
The video then cuts to the dates and times when Sony is airing CIID.
(To watch the video on I nstagram click here: https://www.instagram.com/p/DD13n12T4jl/)
Does the video work for both brands equally?
The jury is out on this one. Some believe that the promotional message is probably more skewed towards CID, while others point out that it’s okay if the talent was provided and production was done by Sony.
“Zomato’s short form videos normally highlight the partner’s ability and back stories. Either they are informative or they bring forth a chuckle. Followers are familiar with their style of presentation; so let’s not make a hue and cry about this,” says a marketing consultant. “In my opinion the setting works for both. I see a lot of clever marketing and content integration coming out of Sony now that they have a leader who is creative on top.”
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
