News Broadcasting
MTV to debut first worldwide multimedia visual image campaign from 1 May
In what it claims is a first for any television channel, MTV will be premiering its first multimedia visual image campaign, MTV Coordinates, from 1 May in Asia, Australia, Europe, Latin America, North America and Russia.
The innovative campaign was produced in 20 regions around the world with content reflecting the individuality and diversity of the company’s network of award-winning localised TV channels and web sites, says an official release. The campaign will be unveiled at the Wolfsonian-FIU in Miami Beach, Florida 22-25 April during the annual MTV Networks International Creative Conference.
MTV Coordinates evolved out of an initial idea by Melissa Silverman of the MTV US On-air Promotions department based on a souvenir book from the MTV Video Music Awards called “Common” that celebrated diversity and anti discrimination attitudes among youth. Following the attacks that took place on 11 September, MTV networks around the world expressed a desire to produce local image spots that celebrate the common bonds as well as diverse perspectives of young people worldwide. MTV Coordinates developed organically over a seven-month period with input from various MTV Creative Directors across the globe.
The campaign features a series of spots, each highlighting special keywords chosen by individual channels, such as rhythm, community, identity, sex, chaos, laughter and beauty. The keywords are interpreted by a series of original still images taken by photographers commissioned by MTV in local markets. Set to a vibrant and eclectic music soundtrack, the 30-second spots are linked together by complementary graphics conceptualised by Fernando Lazzari of MTV Latin America and featuring the exact latitude and longitude coordinates for cities worldwide that are represented in the still images, resulting in a campaign that is universally appealing but also locally inspired. Each participating MTV produced one promo but will share the entire series of spots among channels and websites around the world.
“MTV Coordinates reflects the diverse creativity and vision that has been such a vital component of our success in operating localised TV channels and websites around the world,” commented Lisa Hackett, senior vice-president of programming, marketing and operations, MTV Networks International. “We’re especially delighted to launch our new multimedia visual image campaign at The Wolfsonian-FIU, a museum and research center dedicated o the study of visual culture and its ability to persuade and influence.”
Said Cyrus Oshidar, vice-president, Creative, MTV India: “It’s a first for any television channel and it is great to be a part of a truly global initiative.”
MTV website elements for the campaign include streaming of all the spots on individual websites and a flipbook of the extensive series of photographic images. In addition, selected websites will feature locally produced elements such as electronic greeting cards and other announced soon.
MTV channels and websites participating in MTV Coordinates include Australia, Brasil, Canada, Espana, European, France, Germany, India, Italia, Japan, Korea, Latin America (North, Central and South), Mandarin, The Netherlands, Nordic, Polska, Russia, Southeast Asia, UK, & Ireland, and US.
The music featured in the spots includes acclaimed acts such as Iceland’s Sigur Ros and Poland’s Andrzej Smolik. In addition, several spots include original music produced specifically for this campaign.
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
