iWorld
OMTV appoints Sahil Kiran Vaidya as head-business & strategy
Mumbai: OMTV, which claims to be India’s first sanatan storytelling platform, has announced the appointment of Sahil Kiran Vaidya as head business & strategy. In this new role, Vaidya will take care of overall growth of the company via various associations and collaborations where increasing the subscription base & reaching out to wider audience via various creative ideas is his core competency. He will look after the distribution of content & revenue generation via syndication.
Vaidya holds 20 years of experience as a business professional with a demonstrated history of working in the marketing and digital industry. He previously worked with VSERV as DGM Operator Alliances. Sahil is a strong business development professional skilled in business strategy, business operations management, customer lifecycle management, mobile applications, B2B and D2C Account Management. An inspirational leader with a strong track record of business transformation, integration and turn-around, majorly across the telecom, media, BFSI and SME sector. He has delivered fantastic results across geographies, cultures, scales and environments as a business owner. Has had a significant role in onboarding investors, raising capital, and evaluating investment and M&A deals.
Vaidya said, ”Thrilled, excited to be a significant part of OMTV. It’s content with knowledge, pride and enlightenment. I have a firm belief that very soon OMTV is going to be competing with the top most OTT platforms in India. It shall soon spread its wide wings across the globe. When Nitin and I discussed this whole proposition for the first time I just remember saying one word on the opportunity “Enormous”. Going forward, there will be challenges but nothing can withstand the strength of OMTV.”
OMTV founder & managing director Nitin Jai Shukla commented, “I’m excited to have Sahil as a significant part of OMTV, he will add to the growth of the company with his enormous experience in the media industry. We have ambitious growth plans to expand and monetize the content as we are ready with our first original big ticket show. Right now, we are a free app and soon with OMTV originals and library of our acquired content we will be coming in the market in a big way. Sahil has huge experience in syndicating the content and with his expertise I’m sure OMTV is bound to grow leaps and bounds.”
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
