eNews
Post Office creates India’s first music video for Gully Gang Records
Mumbai: Post Office, the immersive content studio of Kulfi Collective, has partnered with Gully Gang Records to create India’s first music video using Unreal Engine’s MetaHumans framework for their new song Spaceship. The groundbreaking piece showcases the incredible potential of this new technology, the exciting possibilities it presents for creatives, and the Post Office’s focus to combine cutting-edge tech with diverse creative talent to reimagine storytelling.
Spaceship brings together three emerging stars of the Indian hip-hop scene Sammohit, Ikka and Shah Rule in one epic song as they rap about their ambitions and passions in their career, comparing these to travelling in outer space. An association with Gully Gang (a hip hop music collective that unearths and manages desi hip-hop talent).
Creating the video involved a multi-step process, beginning with photo scans of the artists’ faces from multiple angles to generate their digital likenesses. Post Office used a process called photogrammetry, which includes creating a 3D model of a face using photographs. High-quality photos were taken from different angles and processed using MetaHumans to create an accurate 3D model. The resulting 3D model was then refined and edited to create a digital twin that closely resembles the original face. The rest of the body type, hairstyle, and other features were also adjusted to create characters that closely resembled their real-life counterparts.
By using this technology, Post Office was able to capture the facial expressions of the artists to match their real human expressions and add additional details such as wrinkles and creases.
The team also explored hacks by using an iPad and UE Live Link Face (an app that uses the front-facing camera and IR sensors from the face ID cluster of an iPad to capture facial movements in real-time and stream the data to a computer running Unreal Engine) to capture realistic facial expressions without the need for expensive camera tracking equipment or facilities. The resulting digital characters were able to convey a range of emotions and movements, making it an effective tool for their project. To ensure accurate lip syncs that matched the facial expressions, they recorded various voiceovers of the artists for the software. Finally, the team created various digital worlds for the characters to inhabit, enabling them to scout for interesting camera angles in a virtual environment.
The video was directed by Vaibhav Negi from Post Office, and creatively led by Aadhav Ravi, Arnab Bose, Ajeeta Srivastava, Akshat Gupt, Aditya Tawde and Harsh Sharma. The production was handled by Catherine Nazareth and Ankur Chakravarty. The final result is a stunning visual masterpiece that combines cutting-edge technology with excellent storytelling.
Negi said, “Real-time CGI film production is a fascinating medium that seamlessly merges the dynamic energy and collaborative spirit of live-action production with the boundless creative freedom and flexibility of digital animation. It offers a veritable playground of creative potential for all those involved, a place where imaginations can run wild and ideas can be brought to life in vivid, spectacular detail. Working with the team at Gully Gang on this space adventure was an absolute joy, and we’re thrilled to continue exploring the limitless possibilities of this thrilling medium as we embark on a journey to tell all sorts of captivating stories.”
“At the Post Office, creativity and innovation are at the forefront of our work as we seek new ways to bring stories to life. By embracing innovation, we continue to create unique and compelling content that fascinates our audience and sets us apart from the rest. New technologies like Unreal, MetaHumans and Mixamo Preset are revolutionising animation production by providing stunningly realistic 3D models and environments in real-time. They offer more creative freedom and accessibility, empowering us to bring ideas to life in truly immersive and mind-blowing ways. They are slowly but surely transforming the industry, and we’re excited to explore the possibilities they bring” added Tawde.
Gully Gang A&R and marketing associate Anmol Singh Dhand said, “Spaceship is a marquee project for us as it has three star rappers coming together to create something that’s really out-of-this-world. This collaboration with Post Office to create the ‘meta humans’ video is something that’s never been done before in the Indian music scene, a truly extra terrestrial video which transports the viewer to space!”
This innovative project is sure to captivate hip hop music fans and animation enthusiasts from across the world. It is a testament to the Post Office’s mission to reimagine storytelling and push the limits of imagination and creativity.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
