iWorld
Alia Bhatt joins as executive producer for Amazon Original crime series ‘Poacher’
Mumbai: Prime Video today announced that actor, producer and entrepreneur, Alia Bhatt has come onboard as executive producer for its upcoming Amazon Original series Poacher, produced by QC Entertainment. An investigative crime series based on true events; Poacher unearths the largest ivory poaching ring in Indian history. A first-of-its-kind project, Poacher brings the world of environmental conservation and entertainment together with the intent of highlighting a key global concern – illegal poaching. Emmy-award-winning filmmaker Richie Mehta has created, written, and directed the series, which boasts of a diverse and talented cast comprising Nimisha Sajayan, Roshan Mathew, and Dibyendu Bhattacharya in pivotal roles. Poacher which unfolds primarily in Malayalam, Hindi and English, is set to premiere exclusively on Prime Video in India and across more than 240 countries and territories worldwide on February 23 in multiple languages. The crime series is the latest addition to the Prime membership. Prime members in India enjoy savings, convenience, and entertainment, all in a single membership, for just Rs 1499/ year.
A globally celebrated artist, Alia is also known as a champion of nature and has actively lent her voice towards conservation and sustainability. Her association with Poacher as an executive producer with her production company Eternal Sunshine Productions, underscores her belief in the story and her commitment to bring important and relevant stories alive and be a voice for the voiceless.
Talking about coming onboard as the executive producer for Poacher, Alia Bhatt shared, “Being part of this incredibly significant project is an honor, for both me and the entire team at Eternal Sunshine Productions. The impact of Poacher was deeply personal, and Richie’s portrayal of the urgent issue of wildlife crime resonated strongly with me and the team. The storytelling genuinely moved me, especially knowing it’s based on true events, that sheds light on brutal crimes occurring in our forests. I am confident that Poacher will serve as an eye-opener, delivering a powerful message to be more compassionate and considerate towards all living beings. It’s a call to embrace coexistence and I am genuinely thrilled to be collaborating with Richie, QC and Prime Video and to contribute to this narrative.”
“Alia coming on board Poacher is truly a dream come true. In addition to being a world-class actress she has proven to be a selfless philanthropist channeling her well-respected and earned celebrity status for championing positive causes. Her involvement in this series helps raise awareness for the important issues addressed in the show. The most important of which is, we are all one interconnected humanity and planet. It’s crucial that we treat it with the respect and consideration it deserves,” said QC principals Hamm, Mansfield & McKittrick.
Poacher is executive produced by QC Entertainment’s Edward H. Hamm Jr., Raymond Mansfield and Sean McKittrick, in association with Suitable Pictures, Poor Man’s Productions and Eternal Sunshine Productions. Alan McAlex (Suitable Boy) serves as producer for Suitable Pictures. Also from Delhi Crime are director of photography Johan Aidt, composer Andrew Lockington and editor Beverley Mills.
Apart from her pursuits in cinema, Alia has passionately helped raise awareness about relevant causes such as environmental sustainability, animal welfare and mitigating human-animal conflict through her platform, Coexist. She also promotes sustainable fashion through her initiative, Mi Wardrobe is Su Wardrobe.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
