iWorld
ALTBalaji show Bose ‘anthem of protest’ is full of adrenaline, says Hansal Mehta
MUMBAI: ALTBalaji is all set to stream the mysterious tale of Subhash Chandra Bose in their new show Bose Dead/Alive. The character of Bose has been played by Rajkummar Rao.
On 18 August, ALTBalaji launched the 2.12-minute video trailer of Bose. The trailer begins with a voiceover that says, “The world thinks Bose is dead.” In the sneak peek, people ponder over Bose’s death or if this is yet another disappearing act.
The video ends with the news of Bose’s death published in a newspaper, but a voice in background hints at his return.
The title track of the show has been released with an aim of amplifying the audience excitement. The fast-paced, thrilling number, penned by Mc Todfod and Doktorgandu, has been rendered by the composer Neel Adhikari and Q (Qaushiq Mukherjee).
The title track of Bose is available for streaming on websites – Hungama, Gaana and Saavn. Adhikari is known for his work in Brahman Naman and Saheb Bibi Golaam. Q has done films like Gandu and Tasher Desh. The release of the song is the gripping stunt to keep the audience on the edge, while setting a perfect background for the show.
Directed by Pulkit, Bose Dead/Alive seeks to clear the air around the enigma of Subhas Chandra Bose, whose life and death left people baffled for decades.
ALTBalaji CMO Manav Sethi said, “The song has been beautifully composed and captures the beat of the show. We released it on leading streaming platforms as it ensures wider reach and core TG presence.”
The show will trace the journey of the freedom fighter from being an introverted 14-year-old to a 48-year-old brave nationalist. There are perhaps more myths to Bose than accurate histories. From ageless rumours in Kolkata about Bose pulling off histrionics akin to those of superheroes to his eventual destination after a plane crash in 1945, there are countless theories.
Bose: Dead/Alive is all set to paint the mystery red.
The show’s creative producer Hansal Mehta said, “We wanted the soundtrack to reflect the spirit of Bose. The track had to be subversive, a ‘cool’ anthem of protest and something that would represent the thriller that Bose’s life journey was. I’ve been a huge fan of Q, both for his films and his music. He has rapped his heart out for this number. It is such a cool composition, so edgy and such an adrenaline rush.”
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
