News Broadcasting
NDTV India puts heart into new tag line
MUMBAI: “Zubaan Pe Sach, Dil Mein India.” No this is not a variant on the ruling BJP’s India Shining campaign that bids to play up on the “feel good” sentiment the country is in at present (or so the media tells us).
This happens to be NDTV India’s new tag line thrown up by creative whizz Prasoon Joshi’s team at McCann whose stated aim is to take the core message of what the channel represents “to the next level.” And that message is being played out across India’s Hindi-speaking terrain through multiple media vehicles.
NDTV Media CEO Raj Nayak says the new campaign broke last Monday through outdoor hoardings, cinema / television (not just on the NDTV news channels), magazines like Outlook and The Week, newspapers, Radio (Red FM in Delhi, Mirchi FM and Win FM in Mumbai and All India Radio in the Hindi heartland.
Stickers have been put on 100,000 vehicles across north India. Says Nayak, “The best thing about the slogan is that that we really didn’t have to push hard for people to take the stickers. The lines are so popular that we know of cases in Delhi where some people even started selling them.”
Scooter stepnee covers have also been used to carry the message. Nayak says 50,000 have been distributed in the first phase and another will be given out 50,000 in the second phase.
Says Nayak of the purpose behind the effort, “This campaign we hope will connect with the people. It is simple, direct colloquial and goes right to the heart of India.”
Click here for larger image Three sets of ads have been scripted around the baseline of which the first is running at present. Phase two of the campaign kicks off tomorrow (Friday) with the next script, informs Nayak.
Explaining the thought process that went behind the campaign, Nayak says it could be traced back to the slogan with which NDTV launched itself after the break with erstwhile partner Star. “When the NDTV channels were launched, a whole lot of brainstorming went into just what should be the positioning statement of the channels.” For NDTV 24×7 there was never a problem since most of the faces on the channel were well known and since Dr Prannoy Roy’s greatest asset was his reputation for credibility the message “Credibility has many Faces” was pushed. Even for NDTV India, the pitch and positioning was similar with “Khabar wohi jo Sach Dikhaye” (only news that reflects the real truth), Nayak points out.
If it was working so well, why the change? Nayak claims that the change was forced on the channel because two months down the line after the launch of NDTV India, “We found that everyone had repositioned their own tag lines. Except the leader Aaj Tak that is which has stayed with “Sab se Tez” (the fastest with the news).”
Nayak points out that earlier everyone harped on the speed element (“Sabse se Pehla” – the first with the news – on Zee News and “Aap ko rakhe Aage” – we keep you ahead – on Star News).
Now Zee has changed its line to “Haqeeqat Jaissi, Khabar Waissi” while Sahara News is “Sampoorna Sach”, both of which harp on the truth and credibility line, says Nayak. Referring to Star News, Nayak, while admitting that Star News had stayed with its original base line, states that NDTV India’s closest rival also ran many promos around the truth proposition.
Nayak credits Joshi’s creative team with having come up with the line that perfectly puts forth NDTV India’s positioning proposition – truth / credibility as an expression of the channel’s foremost interest being the country.
What with the elections around the corner, the team at NDTV would be hoping that the tag line connects to the people and helps serve as a launch pad in its attempt to bridge the gap with the leader Aaj Tak.
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.
