Hollywood
Asha Bhosle receives Lifetime Achievement at DIFF
MUMBAI: At the gala opening ceremony of the prestigious Dubai International Film Festival (DIFF) held at the famous Madinat Theatre in Madinat Jumeirah Hotel Dubai, Asha Bhosle received the lifetime achievement award for her outstanding contribution to music through hands of HH Sheikh Mansour Bin Mohammed Bin Rashid Al Makhtoom.
Bhosle has been earlier honoured as the ‘most recorded artist in music history’ by the Guinness Book of World Records, and also awarded the Dadasaheb Phalke Award (2000) and the Padma Vibhushan (2008) from the Indian government.
Adding another award to her list of accolades, Bhosle said, “I am delighted to receive this Lifetime Achievement Award from Dubai International Film Festival in Dubai – a place with long historic ties to my country.”
In her acceptance speech, Bhosle, who also made her acting debut at the age of 80 in the 2013 film ‘Mai’, further added, “People while accepting awards thank their family, friends, pets, etc but I wish to here only thank my audience and my stars without which I would have never come so far in life.”
On the popular demand by the audience, she crooned impromptu few lines of her popular “dil chiz kya hai aap meri jaan lijiye” and the evergreen classic “O mere sona re sona re sona” bringing the 3000 strong crowd at the Madinat Theatre in Jumeirah to standing ovation.
DIFF Chairman Abdulhamid Juma said, “Asha Bhosle is a stalwart of the Indian music industry and we are proud to honour her with this DIFF Lifetime Achievement Award. Her work has touched almost every corner of the world such a legend we heartily applause in DIFF.”
Hollywood
Disney sells out ad slots for 98th Oscars broadcast
Strong demand for live events turns the Academy Awards into a global, multi-platform marketing moment
NEW YORK: Hollywood’s biggest night has also become one of advertising’s hottest tickets. Disney has sold out all advertising inventory for the 98th Oscars, underscoring the growing demand from brands eager to ride the cultural wave of major live events.
The sell-out marks the sixth consecutive live tentpole success for Disney Advertising. The streak includes last year’s 97th Oscars, the 59th Annual CMA Awards, and Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, signalling strong appetite among marketers for moments that bring audiences together in real time.
For advertisers, the Oscars are no longer just a single night of glitz and gold statues. Disney’s “Content Everywhere” strategy has expanded the awards show into a sprawling, multi-platform brand playground spanning linear television, streaming, social media and digital content.
“Live continues to be one of the most powerful ways for brands to connect with engaged audiences at scale, and the Oscars represent the very best of culture, creativity and community,” said Disney Advertising SVP, entertainment and streaming solutions John Campbell. He added that the company has reshaped the show’s commercial potential into a connected experience that stretches well beyond the broadcast.
Brands such as Mazda, Pfizer and Volkswagen of America are tapping into Disney’s wider ecosystem, appearing across original content segments including Know Your Movies on Hulu and Critically Acclaimed on Disney+. Partnerships also extend to social media through TikTok Pulse Premiere and to custom brand storytelling created by Disney CreativeWorks.
The result is what Disney calls the “Oscars Everywhere” approach. Rather than a few high-profile ad breaks, advertisers now find themselves woven through a series of moments before, during and after the ceremony.
These include On The Red Carpet at The Oscars, a live pre-show syndicated across major local markets and streamed nationwide, and the After the Oscars Show, which keeps the conversation going once the final award has been handed out.
This year’s sponsors include Rolex, returning for its ninth year, and Burger King, which joins the Oscars advertiser roster for the first time. Other brands in the mix include Disney Cruise Line, Dunkin’, Eli Lilly and Company, Eucerin, Intuit TurboTax, L’Oréal, McDonald’s, Microsoft, Miebo, Paris Baguette, Peacock, Starbucks, State Farm, Toyota and Verizon.
The 98th Oscars will take place on March 15, 2026, at the Dolby Theatre at Ovation Hollywood. The ceremony will be broadcast live on ABC and streamed on Hulu, reaching audiences in more than 200 territories worldwide.
