iWorld
Sony LIV shines the spotlight on Asian Games in a new campaign by Nitesh Tiwari
Mumbai: Sports, with their compelling tales and thrilling moments, have always been a source of inspiration and entertainment for Indians. Giving many more moments to rejoice, Sony LIV is set to exclusively stream the 19th edition of the Asian Games. These diverse sporting traditions serve as a reminder of the vibrant tapestry of culture and competition that will be celebrated during the event, uniting Asia in the spirit of sportsmanship and camaraderie in 40 different sports.
As India is set to delve into the world of multi-sports championship, Sony LIV is set to uncover facts about sports, sportsmen, and more through its latest campaign for the Asian Games. This campaign shines a spotlight on the resurgence of India in the world of sports as the nation has evolved into a multi-sport powerhouse, with Indian athletes excelling in various disciplines on the global stage. Directed by National Award-winning filmmaker Nitesh Tiwari, the campaign brings out lesser-known facts and trivia on multi-sport events through young characters – Vaibhav Raj Gupta and Harsh.
From bringing the spotlight on 72-year-old – Kiran Nadar, Indian Bridge Team, to highlighting the addition of cricket in the Asian Games, the campaign sheds light on India’s sporting landscape and celebrates sports personalities. The narrative honours the global recognition of India, highlighting many new athletes and their strengths across multiple sports. Further understanding the passion of viewers from across age groups, Sony LIV echoes the sentiments and solidarity of the entire nation for Indian athletes through its ad films. Supporting the championship, the platform has collaborated with esteem brands like Eatfit, JSW, Maruti Suzuki India Limited, ACKO, Limca Sportz, among others, to elevate the tournament experience.
The Asian Games is poised to be a significant one for India, as a total of 655 Indian athletes will be competing in 41 disciplines. After 19 years, Asian Games will feature a T20 tournament, where Indian men’s and women’s cricket teams will be making their debuts, giving many more reasons for viewers to be glued to their screens this year.
Tiwari said, “With this ad campaign for Asian Games, we aim to capture the excitement of this prestigious event. By infusing playful banter among friends to drive the storyline, we ensure that the spotlight remains on promoting awareness for the Asian Games and taking pride in the achievements of our players, as well as cheering for them. This is a comprehensive and meticulously crafted campaign poised to deeply connect with the audience.”
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.
