iWorld
France woos Indian content creators; lays out interesting incentives
MUMBAI: The French government is laying out the red carpet for Indian film, digital originals and TV series makers. French minister of culture Franck Riester flew into Mumbai and had a series of whistlestop meetings with members of the creative community at Mumbai’s Soho House. His pitch: come to France, film, do co-productions and we will give you all the permissions through one window, access to regional tax incentives, and credits.
Said the minister: “The French president wants to build closer relationships with India. One of the best ways to do it is through the medium of cinema. Both France and India have a long history of cinema. We are the premier film making country in Europe. India’s Bollywood has been making major strides. We have many stories which can be remade in India and likewise. And India and France have a coproduction agreement since 2010 and more than 10 films have been shot in France. ”
Centre National Du cinema et de l’mage animee (CNC) president Dominique Boutonnat said that French cinema does about $3 billion euros worth of productions while making about 300 films a year. “Even series which are travelling across the world thanks to global streaming platforms can come and film in France. We have beautiful locations which can be used.”
The single-window clearance will be done through Film France. Stephan Bender who looks after technical facilities and communications for the organisation, says that procedures have been simplified and all clearances, permissions, finding a local partner, tax credit clearances will be done through his office. “Earlier we had to go through the ministry of commerce; and that would take time. But now that we have stepped in things are bound to speed up. All you need to do to take advantage of our incentives is send us your budget and production services agreement (PSA) with your local producer, your script – to find out if you are eligible. Non-fiction and documentary makers are not eligible for the incentives though. It has to be scripted and fiction oriented.”
Riester added that a committee and film commission is being set up to facilitate Indian productions in France, which will assess projects coming to it, and turnaround time is being improved by the day. "I think it''s human relationships which will help strengthen our relations in cinema and other creative industries. I hope we will be able to increase our cooperation, business and artistic exchanges," he acknowledged.
Bender added that producers will require to spend a minimum of Rs 2 crore in France to be eligible for the incentives which tots up to 30 per cent. If VFX is added to it, then the incentives will be higher at 40 per cent for expenditure up to two million euros. The incentive and tax credit has a limit of 30 million euros for a project, but for that the expenditure in France will have to be in excess of 100 million euros.
Among the filmmakers who turned up for the interactions included Reliance Entertainment’s Shibashis Sarkar, Red Chillies Gaurav Verma, Dipti Jindal, a representative of Sajid Nadiadwala, Vivek Singhania, actor turned producer R Madhavan, Sunil Khetrapal from Azure Entertainment, Narayan Srinivasan from In2tainment, TVC digital series and film maker Rajnish Lall, Brio Studios Amit Ranekar, India Spark’s Khalid Khan, among many others.
iWorld
Crocs India ropes in Rakesh Bedi for quirky new digital campaign
Veteran actor brings humour and nostalgia to brand’s latest ‘Crocshake’ film.
MUMBAI: Crocs has decided to shake things up quite literally by teaming up with veteran actor Rakesh Bedi for its latest digital campaign. The campaign, conceptualised by One Hand Clap, cleverly taps into the current wave of nostalgia and character-led content. It features Rakesh Bedi, who is currently enjoying renewed popularity after Dhurandhar, in a series of increasingly chaotic yet humorous everyday situations.
At the centre of the film is a simple handshake that spirals into a chain of unexpected twists, culminating in the fun “Crocshake.” The light-hearted narrative highlights how ordinary social moments can turn into memorable ones, perfectly aligning with Crocs’ brand ethos of individuality, comfort, and self-expression.
Crocs India country manager Manoj Juneja said the campaign reflects the brand’s desire to stay culturally relevant. “This collaboration with Rakesh Bedi blends humour, nostalgia, and contemporary trends to create content that entertains and sparks conversations,” he noted.
Rakesh Bedi added, “What I loved about this campaign was how naturally the humour came through. It takes a simple, everyday situation and turns it into something completely unexpected. It’s always exciting to be part of something audiences can instantly connect with.”
The campaign builds on Crocs India’s ongoing strategy of creating relatable, digital-first storytelling that resonates with a wide audience while staying true to the brand’s playful personality.
In a crowded footwear market, Crocs continues to stand out by keeping things fun, comfortable, and conversation-worthy proving once again that sometimes all you need is a good shake (or Crocshake) to make your mark.
