iWorld
Myntra reboots Father’s Day fashion with a drip-worthy film by SW Studios and OML
MUMBAI: In a race against the clock, SW Studios delivered Myntra’s latest Father’s Day film in just 30 hours, blending tight timelines with trend-forward storytelling. Shot, edited and finalised within two days, the film was conceived by OML and executed by SW Studios with a creative sprint that included three days of pre-production and 24 hours of post.
At the core of the film lies a playful redefinition of ‘FD’. Traditionally shorthand for Fixed Deposit, Myntra spins it into ‘Father’s Drip’ — a gen z slang for sartorial swagger. The narrative brings a humorous yet nostalgic twist, imagining dads levelling up their decades-old wardrobe game with a high-fashion glow-up.
The film’s director & SW Studios head Jaunty described the whirlwind process with a grin. “We had just about two days of pre-production and 24 hours of post to get this out, and honestly, the chaos made it even more fun. Everything had to move fast, from casting, treatment to music, but it all came together instinctively. As a director, it was especially fun to bring the script’s vision to life, playing on how dads often carry the same sense of style for decades. That’s where the retro treatment came from — a visual nod to the timeless ‘dad drip’. And thanks to Myntra, maybe this Father’s Day, that drip’s finally getting an upgrade”.
With the retro treatment framing the visuals and a healthy dose of irony, the film taps into intergenerational fashion and humour, drawing parallels between evolving trends and timeless love.
Commenting on the campaign, Myntra associate director – social media marketing Monalisa Panda said, “This campaign is a celebration of the unique charm and enduring influence that fathers bring to our lives, often in quiet, unconventional ways. With ‘Father’s Drip’, we’ve taken a lighthearted yet thoughtful approach to spotlight their style, which often goes unnoticed. Our dedicated Father’s Day Store offers a wide range of curated fashion and lifestyle options to make gifting both meaningful and effortless. Through this film, we aim to bring a smile, spark a moment of connection, and reinforce Myntra’s position as the go-to destination for stylish, relevant, and heartfelt gifting”.
The campaign went live on Myntra’s digital platforms ahead of the 15 June celebration, inviting viewers to laugh, relate, and maybe even relook their own dad’s wardrobe.
iWorld
Warner Chappell Music launches India ops, Jay Mehta to lead unit
WMG shifts to direct model, unifying publishing and recorded music
MUMBAI: Warner Chappell Music has officially launched direct operations in India, marking a strategic shift by parent Warner Music Group to deepen its presence in one of the world’s fastest-growing music markets.
The move replaces the company’s earlier sub-publishing model with a full-fledged, on-ground operation, aimed at giving Indian songwriters stronger access to global networks, rights management tools, and creative infrastructure.
To lead the push, Jay Mehta has been handed an expanded mandate. Already serving as managing director of Warner Music India, Mehta will now oversee both recorded music and publishing across India and neighbouring South Asian markets, effectively bringing the two sides of the business under one roof.
The unified structure is designed to streamline how artists and songwriters work with the company, offering a more integrated ecosystem that spans compositions, recordings, and global distribution.
Warner Music Group managing director, recorded music and publishing, India and SAARC Jay Mehta said, “India’s songwriters are world-class, constantly redefining genres and pushing creative boundaries. By establishing a direct footprint for Warner Chappell, we’re bridging the gap between local brilliance and global opportunity.”
The timing is no coincidence. According to CISAC, creator collections in India jumped 42 per cent year-on-year to Rs 7 billion in 2024, while IFPI ranks India as the 15th largest recorded music market globally. At the same time, the industry is undergoing a structural shift, with independent and non-film music gaining ground over traditional Bollywood soundtracks.
Warner’s bet is that a direct presence will help it capture this changing dynamic. The company is also offering India-based creators access to its proprietary tools, including AI-powered royalty matching systems and real-time analytics platforms, aimed at improving transparency and earnings visibility.
Warner Chappell Music co-chair and CEO Guy Moot said the move is about shaping a publishing ecosystem that “works for creators and ensures their music is heard, protected, and rewarded everywhere.”
Meanwhile, Warner Music Group CEO Robert Kyncl underlined India’s importance to the company’s global strategy, noting that the new structure creates a “unified powerhouse” for both creators and audiences.
With local studios, global reach, and tighter integration across its business lines, Warner is clearly doubling down on India. And as streaming habits evolve and independent music rises, the company is positioning itself to be not just a participant, but a key architect of the country’s next music chapter.
