iWorld
Shemaroo lights up Christmas with a firefly sized lesson in kindness
MUMBAI: While Christmas campaigns usually arrive wrapped in sparkle and spectacle, Shemaroo Entertainment has chosen to dim the noise and turn up the nuance. Its latest festive film, Kindnessbadhayegoodness, swaps jingles for gentleness, offering a reminder that the season’s brightest moments often come from the smallest acts.
Set in a calm Goan village, the story unfolds through two siblings and an unlikely festive hero a single firefly. A young boy finally traps the glowing insect he has been chasing, only to be nudged by his sister towards a quieter truth, sometimes, caring means letting go. That fleeting decision becomes the emotional spine of the film, building towards a Christmas moment where kindness circles back, not as a reward, but as shared wonder.
Visually, the campaign blends grounded emotion with subtle touches of magic, leaning into Shemaroo Entertainment’s growing use of AI-led creativity to enhance storytelling rather than overwhelm it. The result is a film that feels intimate and unhurried, mirroring a Christmas spirit rooted more in connection than consumption.
Shemaroo Entertainment Ltd. chief operating officer Arghya Chakravarty said the idea was to spotlight kindness in its simplest form. A single choice, a moment of empathy, and the ripple it creates. According to him, the film reflects the belief that generosity offered without expectation often finds its way back in unexpected ways.
Shemaroo Entertainment Ltd. chief strategy and marketing officer Anuja Trivedi added that festive storytelling works best when it resists excess. Instead of grand gestures, the campaign focuses on a child’s instinct to care, suggesting that real magic lies in intention rather than scale.
Rooted in Shemaroo’s long-standing philosophy of India Khush Hua, the campaign reinforces a familiar festive truth: joy grows when it is shared. This Christmas, the brand’s message is clear and quietly confident. Sometimes, all it takes to light up the season is a single, thoughtful glow.
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
