iWorld
Snap to it IAA and Snapchat set the vibe for Gen Z creators
If creativity had a frequency, Mumbai is about to tune into a brand-new one because THE VIBE is set to hit the city with enough AR sparkle and AI swagger to make even Gen Z pause mid-scroll. The International Advertising Association (IAA) India Chapter, in partnership with Snapchat India, is rolling out this immersive creative showcase on 20 November, kicking off at 5 pm.
Designed as a high-energy playground for young talent, THE VIBE promises more than just presentations; it is built as an experience that lets participants touch, tweak, and test the future of storytelling. Snapchat’s experts will decode how augmented reality and artificial intelligence are rewriting the rulebook for brands, creators, and anyone looking to stay relevant in the 2025 content economy.
Across the evening, attendees can dive into hands-on immersion sessions, explore interactive demos, and study breakthrough case-based learning, all shaped around three central themes:
AR, AI & Creators redefining how stories are told; Fresh Formats designed to truly speak to Gen Z; and Making Real Impact through campaigns that have broken clutter and sparked conversations.
IAA President Abhishek Karnani said the collaboration stands firmly in the association’s mission to nurture the country’s next wave of creative leaders. “Our collaboration with Snapchat reflects IAA’s commitment to nurturing young talent and embracing innovation. These immersive sessions, centred on Gen Z and the evolving art of AR storytelling, align seamlessly with our vision for impactful industry engagement,” he said.
Snapchat, meanwhile, is bringing its tech muscle to the table. Snap Inc. India director, content & AR partnerships Saket Jha Saurabh emphasised that the platform has always believed in creativity amplified by technology. “Through THE VIBE, we’re excited to collaborate with IAA to inspire India’s emerging creative community and demonstrate how AR and AI can help brands tell stories that are not just seen, but truly experienced,” he said.
The event is open to professionals across creative, marketing, and media functions and in a refreshing twist for industry events there is no registration fee. The only requirement is curiosity and a willingness to explore what brand storytelling looks like when imagination meets immersive tech.
Participants can secure their spot through the RSVP link provided by the organisers and gear up for an evening that blends learning, play, and the new language of digital creativity.
To register, RSVP here: https://forms.gle/fmNCp2E66o9dccFJA
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.
