Hindi
From the Internet to On-Ground Innovations: Viacom18 Studios’ #Fighter’s Dominance Echoes!
Mumbai: In a resounding tribute to the Indian Air Force, #Fighter has emerged as a groundbreaking campaign, transcending digital boundaries to touch the hearts of millions. From the initiation of the #ThankYouFighter campaign to unprecedented on-ground innovations and media takeovers, here’s how #Fighter dominated the collective consciousness:
Brand Association
#Fighter proudly collaborated with over 50 brands, including notable names such as Godrej Home Securities, Kotak PVR card, Bisleri, Croma, and Dr. Ortho Pain Relief to name a few. This extensive association reflects the trust and resonance that #Fighter has established with diverse audiences.
#ThankYouFighter campaign
When #ThankYouFighter took flight, a wave of gratitude swept across the nation. Over 10 lakh heartfelt digital messages poured in from every corner of the country, along with 2.5 lakh handwritten letters from more than 300 schools across 23 states. This is a testament to the deep appreciation for the Indian Air Force. Team #FIGHTER went beyond the virtual realm, personally delivering the nation’s gratitude to our esteemed air warriors at the Pune Air Base.
#BeAFighter Campaign
Viacom18 Studios has achieved groundbreaking success on Meta. The industry-first conversational chatbot under #Fighter recorded a remarkable 60% engagement rate, marking the largest Opt-In Campaign globally on the platform. This revolutionary tool has transformed the way we connect with our audience.
Furthermore, the Fighter AR Filter made a resounding impact by shattering global records on Meta. Achieving an average AR time spend of 53 seconds, this breakthrough showcased not only technological innovation but also engaged users in an immersive and prolonged digital experience. It marked a significant milestone in augmented reality interactions, adding a new dimension to our campaign’s success.
IAF Band Collaboration
A partnership that resonated in the skies and evoked goosebumps from netizens nationwide— the #Fighter team collaborated with the Indian Air Force Band. Team #Fighter feels honored to have had the IAF Band perform their powerful rendition of #VandeMataram, uniting the nation in a shared spirit of patriotism
Outdoor Activation
#Fighter took innovation to new heights, quite literally! On-ground initiatives included eye-catching displays in Mumbai, like the Island Display at Juhu, anamorphic art installations in Sion, an active aircraft display at Carter Road and a jaw-dropping plane rotation in Mahim, showcasing the campaign’s commitment to pushing boundaries in every dimension.
Lingo Takeover
Inspiring a linguistic revolution with a reach of over 5 million joining the wave, #Fighter brought aviation lingo to the forefront of internet discussions, turning it into a hot topic and showcasing the campaign’s influence on popular culture.
News Channels and Print
#Fighter has made a significant impact in the news world, captivating audiences and dominating headlines. The campaign’s influence has been nothing short of a storm, leaving an indelible mark on the media landscape. Adding to this triumph, in the Print leg of the campaign, #Fighter has championed every headline across the country. The campaign’s innovative approach invited millions to scan QR codes, directing them to watch the thrilling trailer and engaging the nation in the inspiring story of valor and dedication. This Print element served as a dynamic extension, ensuring that #Fighter’s narrative resonates widely across diverse media channels.
As #Fighter continues to rise, it stands as a testament to the power of unity, innovation, and the profound impact of gratitude!
Hindi
Remembering Gyan Sahay, the lens behind film, television and advertising
From a puppet rabbit selling poppadums to Hindi cinema, he framed it all.
MUMBAI: There are careers, and then there are canvases. Gyan Sahay, the veteran cinematographer, director, and producer who passed away on 10 March 2026 in Mumbai, had one of the latter. Over several decades in the Indian film and television industry, he turned lenses, lights, and the occasional puppet rabbit into something approaching art.
A graduate of the Film and Television Institute of India (FTII) in Pune, Sahay built his reputation as a director of photography across a career that stretched from the early 1970s all the way to the digital age. He was the kind of craftsman who understood that a well-composed shot is not merely a technical achievement but a quiet act of storytelling.
For most Indians of a certain age, however, Sahay will forever be the man behind the rabbit. His direction of the iconic long-running television commercial for Lijjat Papad, featuring its now-legendary puppet bunny, gave the country one of its most cheerfully persistent advertising images. It was the sort of work that sneaks into the national subconscious and takes up permanent residence.
His big-screen credits as cinematographer include Anokhi Pehchan (1972), Pagli (1974), Pas de Deux (1981), and Hum Farishte Nahin (1988). In 1999, he stepped behind a different kind of camera altogether, making his directorial debut with Sar Ankhon Par, a drama that featured Vikas Bhalla and Shruti Ulfat, with a cameo by Shah Rukh Khan for good measure.
On television, Sahay was particularly prized for his command of multi-camera production setups, a skill that made him a go-to technician for large-scale shows and reality programmes. In an industry that has never been especially patient with complexity, he was the calm hand on the rig.
In later life, Sahay turned teacher. He participated regularly in masterclasses and Digi-Talks, often hosted by organisations such as Bharatiya Chitra Sadhna, sharing hard-won wisdom on cinematography, the comedy of timing in a shot, and the sweeping changes brought by the shift from celluloid to digital. He was also said to have been involved in a project concerning a biographical film on Infosys co-founder N.R. Narayana Murthy.
Tributes from the film industry poured in following the news of his passing, with colleagues remembering him as a senior cameraman who served as a rare bridge between two entirely different eras of Indian cinema. That is, perhaps, the finest thing one can say of any craftsman: he kept up, and he brought others along with him.
