iWorld
ALTBalaji raises fund for distribution of food for needy
MUMBAI: ALTBalaji, one of the country’s leading homegrown OTT platforms, has initiated fundraising for the distribution of food for the needy and the underprivileged as the country is reeling under the effects of the COVID-19 pandemic. The fund will be used to extend a helping hand to the daily wage earners, labourers and the underprivileged who are struggling to make ends meet.
ALTBalaji has associated with Impact Guru to support Annamrita Foundation, who are putting their best foot forward towards ensuring that the underprivileged do not go hungry. With the help of the fundraising, ALTBalaji aims to reach out to maximum people to ensure they get their share of meals and are able to survive the lockdown period with dignity. ALTBalaji will be donating Re 1 for every subscription that they get on their app till 30 April and urges the viewers and people across the country to donate to the cause as well.
The donation page can be accessed here https://altbalaji.impactguru.com/.
With crowdfunding being the quickest way to collaborate and mobilize support during times of a crisis, ALTBalaji and Annamitra foundation will utilize the funds in buying grocery items such as lentils, rice, vegetables, cooking oil, flour etc., for meals to be distributed. ALTBalaji will be urging its users and followers via in-app notifications, social media posts and other efforts as this is the time for one to give back to the society and make a difference.
“It is the need of the hour for all of us to show support to each other and society. Through this effort, the aim is to reach out to the masses and appeal to them by leveraging the combined strength of platforms: ALTBalaji, ImpactGuru and Annamitra. These funds will be utilized to feed the underprivileged across cities and we hope our subscribers and followers will also lend their extensive support as we all stand as one in such tough times,” ALTBalaji CEO and Balaji Telefilms group COO Nachiket Pantvaidya said.
iWorld
Matka King campaign turns Mumbai into a city of cards
Massive card billboard, buses and shelters recreate 1960s Bombay.
MUMBAI: Mumbai isn’t just shuffling traffic this week, it’s dealing in drama, one card at a time. A high-impact outdoor campaign for Matka King has quite literally taken over the city, transforming everyday streets into a living, breathing throwback to the world of 1960s Bombay. At the centre of the spectacle is a towering billboard near the city’s T1 airport, created by visual artist Rob, assembling hundreds of playing cards into a striking portrait of Brij Bhatti, the infamous Matka King portrayed by Vijay Varma. The installation doesn’t just sit on the skyline; it commands attention, pulling eyes upward in a city otherwise known for looking straight ahead.
But the campaign doesn’t stop at a single visual. The streets themselves have been drafted into the narrative. Vehicles wrapped entirely in vintage playing card designs are cruising through Mumbai, while bus shelters constructed to resemble houses of cards have begun appearing across key locations. The effect is immersive less an advertisement and more a temporary rewriting of the city’s visual language, where modern Mumbai briefly slips into a stylised past.
The campaign leans heavily into experiential storytelling, extending the show’s world beyond screens and into public spaces. By using tactile, physical installations rather than purely digital amplification, it taps into a growing trend in entertainment marketing where scale, spectacle and shareability converge to create cultural moments rather than just promotional bursts.
Created by Abhay Koranne and directed by Nagraj Popatrao Manjule, the series features a wide ensemble cast including Kritika Kamra, Sai Tamhankar, Siddharth Jadhav and Gulshan Grover, among others. Produced under banners including Roy Kapur Films, the show is currently streaming on Prime Video across India and more than 240 countries and territories.
For now, though, the real action isn’t just on screen, it’s unfolding at traffic signals, bus stops and billboards. In a city that rarely pauses, this is one campaign that has managed to stop people mid-step and deal itself straight into public attention.
