News Broadcasting
Aaj Tak now breaking news on Sony’s ‘Saaksshi’
MUMBAI: “In today’s competitive world, nothing you do is enough,” says Aaj Tak marketing head Rajesh Sheshadri. And of course that holds true, even if we are talking about the numero uno Hindi news channel in the country – Aaj Tak.
Indian news channels have been making their presence felt on the big screen lately. While Star News was seen in Ram Gopal Varma’s Ek Hasina Thi, NDTV was prominent in Yash Raj Films’ Hum Tum and Aaj Tak has also been involved in a lot of brand placements in flicks like Company, Koi Mil Gaya and Khakee.
And that’s not where it ends. Aaj Tak has now taken the television route to increase viewer recall for its channel.
In the last four weeks, Aaj Tak has been strategically placed twice in Sony Entertainment Television’s recently launched weekend serial Saaksshi. Says Sheshadri, “We have been exploring new avenues for a while now. And we were in talks with Sony on this for quite some time. In Saaksshi, we found a brand fit that worked well for both of us.”
Saaksshi revolves around a middle class girl who has rare aspirations and dreams and who refuses to be tied down by the rules of society. She works as an undercover operative in an anti-terrorist squad. And where does Aaj Tak fit? In the last episode which was aired on 12 June at 9 pm, a character in the serial – Baaz hatches a devious plan, where he hires an Aaj Tak cameraman for a make believe news production house. He gives him a tape and asks him to make a copy. In the tape, there is a bomb hidden and the target is the Aaj Tak office. Prior to that, in the episode aired on 22 May, the protagonist of the serial – Saaksshi – was shown sitting in the canteen, when she sees some breaking news on television and the channel is but of course – Aaj Tak.
While regular mass media advertising will also be continued by the channel, more and more innovative advertising is also being looked at to cut through the clutter and ensure maximum impact for the brand. “This kind of advertising helps us stay top of mind,” says Sheshadri.
One thing that the channel keeps in mind is that the brand is placed where it is relevant to whatever context it is being placed in. While a lot of things on these lines are being looked at by the channel. Sheshadri says, “Before we associate with any channel or movie, we do a credential check of the people involved in the project. When a brand placement in a movie is being considered, we first check out the producer, the size of the movie, the stars involved in it and more importantly how our brand is going to be placed in it.”
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
