iWorld
Saregama and Filtercopy strike a new note with love, drama and music
MUMBAI: When love hits the right note, even a classroom can turn into a concert. Saregama and Filtercopy are tuning into a new frequency of music promotion with Ishq At Campus, a micro drama that doubles as a music launchpad. The project reimagines how India discovers songs, blending heart-fluttering storytelling with the rhythm of melody.
In what’s being called an industry-first, Saregama has teamed up with Filtercopy to build a short-format narrative series around an EP marking a bold step away from traditional music videos. The collaboration spotlights Saregama’s exclusive artist Maahi and his debut EP Talab, transforming the release into a cinematic slice of college romance.
Across 1–2 minute episodes, Ishq At Campus follows two students navigating the innocent chaos of first love as they prepare for their college fest. But this isn’t just another campus story, each episode weaves in one of the four songs from Talab (Talab, Dildaari, Rahein, and Vaari Vaari), turning everyday moments into lyrical discoveries.
Released on October 14, 2025, Talab marks Maahi’s first foray as an EP artist under the Saregama Music label. Instead of relying on the usual promotional playbook, Saregama has chosen to embed the music into a story world where songs aren’t simply played, they’re felt.
The concept borrows from Filtercopy’s growing expertise in micro dramas, short, binge-worthy narratives tailored for the scroll-happy attention spans of today’s audiences. Known for blending relatability with emotion, Filtercopy’s content naturally complements the breezy beats and youthful spirit of Talab.
Together, the two powerhouses are rewriting the rules of music marketing, creating a new template for content-driven song discovery. By merging the pace of social media with the pull of storytelling, they’re turning passive listeners into engaged viewers and perhaps even hopeless romantics.
Available now on Filtercopy’s Instagram and Youtube channels, Ishq At Campus is more than a music promo, it’s a feeling set to a soundtrack. Because in this classroom of content, every chord tells a story, and every scene hums with Talab.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
