e-commerce
Amazon India and Ministry of Information & Broadcasting (MIB) join hands to boost India’s creative economy
Mumbai: Amazon India, has announced that it has signed a Letter of Engagement (LoE) with the Ministry of Information and Broadcasting (MIB), Government of India, with an objective of growing India’s creative economy. As part of this collaboration, Amazon and MIB will help build pathways to promote creative talent in India, create capacity across eminent film and TV institutes, and globally showcase Made in India creative content. The LoE was signed at The National Media Centre, New Delhi in presence of union minister for information & broadcasting and youth affairs & sports Anurag Singh Thakur, Amazon India vice president Public Policy Chetan Krishnaswamy and Gaurav Gandhi, Prime Video VP Asia Pacific Gaurav Gandhi.
As part of the LoE, Prime Video and miniTV will both work towards providing internships, and scholarships to students at Film and Television Institute of India (FTII) and Satyajit Ray Film and Television Institute (SRFTII). This will enable students to gain real work exposure, and become industry-ready.
Amazon.in will also curate a special storefront feature to promote books and journals across genres reflecting India’s heritage from MIB’s Publication Division. The Alexa All India Radio skill published by Prasar Bharti will help disseminate news bulletins, and educational content. The collaboration will also help in broadening the reach of Prasar Bharati’s music via Amazon Music and Alexa.
Speaking about the partnership with Amazon, Thakur said, “The partnership with Amazon India is unique on a number of counts and the Letter of Engagement spans across various aspects of the creative industry. The partnership would help to strengthen industry-academia linkages through provisions for scholarships, internships, masterclasses, and other opportunities for students at Film and Television Institute of India and Satyajit Ray Film and Television Institute of India, and help to reduce the period of struggle for the talented artists coming out of prestigious film institutes of India.”
“As the Indian economy expands at a fast-clip, Amazon is uniquely placed to contribute to the nation’s growth journey on multiple fronts including e-commerce, logistics, digital skilling, cloud computing, payments, artificial intelligence and in building the creative economy. Over the years, we have been working with the Indian government to create a meaningful impact at scale through our various collaborations and initiatives,” said Krishnaswamy. “As we celebrate Azadi ka Amrit Mahotsav, this milestone Letter of Engagement with the Ministry of Information & Broadcasting, strengthens our commitment to globally promote and showcase India’s creative talent and stories through our multiple services such as Prime Video, miniTV, Amazon Music, Alexa, IMDb, and our marketplace business,” added Krishnaswamy.
“At Prime Video, we have always looked at ourselves as the enablers of the creative ecosystem. As an entertainment hub, there is room for every story to be told, which is only enriched if more passionate storytellers find the training, platform and resources required to bring their best work forward,” said Gandhi. “Our rich cultural diversity offers immense potential, to drive a thriving creative economy and further India’s soft- power, internationally. Our holistic collaboration with MIB, looks at every life stage and every-corner of integration to stimulate the growth of the industry, and we are very optimistic of the pathways that it will create,” added Gandhi.
Actor Varun Dhawan, who is also Prime Bae for Prime Video said, “As Prime Bae, I am thrilled to witness this landmark collaboration between MIB and Amazon, Before Anyone Else. For any artist, the ultimate dream is to be recognized for our work. Thanks to streaming services like Prime Video, today, even people in the remotest corners of the world are dancing to our music and repeating our dialogues. A collaboration of this nature helps us all work towards redefining what it means to be an Indian on the global entertainment stage.”
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
