iWorld
Mobile-based safety service Idea Sakhi launched exclusively for women
MUMBAI: To address the increasingly-felt, safety-related concerns of women who wish to step out and do more, brand Idea has designed a unique mobile based solution, Idea Sakhi. It is free of cost service available to all women customers using either prepaid or postpaid services of Idea, across the country. Accessible on both smartphones and basic feature phones, Idea Sakhi offers three extremely useful features – emergency alerts, emergency balance, and private number recharge.
Launched during the International Women’s Week, this service has already been made available to women customers of Idea across Andhra Pradesh and Telangana, Assam and North East, Tamil Nadu including Chennai, Kerala, Gujarat, J&K, Maharashtra and Goa, Madya Pradesh and Chhattisgarh and Delhi. It will be extended to all 22 circles within this month.
Launching the Idea Sakhi service, Vodafone Idea Ltd operations director – marketing Avneesh Khosla said, “Technology can help overcome barriers and solve problems in the life of the consumer. With almost half of our population being women, and 59 per cent of them using a mobile phone, we are in a unique position to extend the benefits of technology for their safety and security. With Idea Sakhi, we are taking forward our long-term commitment of driving inclusion and deploying technology to serve a social purpose.”
Speaking about the Idea Sakhi service Idea, Vodafone Idea Ltd national brand head Sunita Bangard said, “Brand Idea has always championed causes that help change lives. With Idea Sakhi, Brand Idea wishes to give women the freedom to live their lives and pursue their dreams and understand the need for women to feel safe when they step out of their homes. On this special occasion of International Women’s Week, we are happy to offer Idea Sakhi to the women of India, to feel more confident and safe – Ab idea Hai Udne Ka.”
iWorld
Rusk Media announces Battleground Season 2 on Amazon MX Player
Fitness reality show returns in April 2026 with bigger challenges and mentors.
MUMBAI: The arena is reopening and this time the competition promises even more sweat, strategy and spectacle. Rusk Media has confirmed the return of its fitness reality format Battleground for a second season, set to stream on Amazon MX Player from April 2026. The announcement follows the breakout success of the show’s debut season, which positioned itself as a high energy blend of sport, strategy and reality television. Season 1 brought together 16 contestants for a 28 day test of endurance and discipline, as aspiring athletes and fitness enthusiasts competed in physically demanding challenges and team based battles.
Divided into four teams, the participants trained under a panel of mentors drawn from the fitness and lifestyle space, with former Indian cricketer Shikhar Dhawan serving as the show’s Super Mentor.
The format quickly found an audience among digital viewers and was listed among the most binged titles on Amazon MX Player. The show also picked up industry recognition, winning the “Most Popular Non Fiction Show” honour at the IWMBuzz Digital Awards 2025.
The first season also drew a slate of brand partnerships, including Honda Bigwing, Charged, American Pistachio Growers, Bigmuscles Nutrition, Ritebite Max Protein, Plix and Sparsh CCTV, highlighting the show’s appeal to brands targeting India’s rapidly growing youth and fitness audience.
For Season 2, the producers say the format will evolve with tougher physical challenges, a sharper competitive structure and deeper mentor involvement while continuing to focus on discovering the next generation of Indian fitness personalities.
Rusk Media, chief executive officer and co founder Mayank Yadav said the first season proved the appetite for competitive fitness storytelling. “Battleground was always envisioned as more than a show. Season 1 demonstrated that there is a massive audience for aspirational fitness competition at scale. With Season 2 we are going even bigger in ambition, intensity and opportunities for contestants and partners,” he said.
Rusk Ads lead Rahul Arora added that the series has also evolved into a strong platform for brand integration and advertiser engagement. “Season 1 showed that Battleground is not just compelling content but a powerful brand ecosystem. As we move into Season 2, we are looking to deepen brand collaborations and build more integrated partnerships,” he said.
With a larger format, an expanding fan base and a new season set to arrive in April 2026, Battleground is positioning itself as one of India’s emerging fitness reality franchises in the digital entertainment space.
