iWorld
Swipe Right for Substance Elli AvrRam Joins Truly Madly as Its New Face
MUMBAI: In a dating economy built on swipes and split-second judgements, a familiar face is asking users to slow things down. Actor Elli AvrRam has been announced as the brand ambassador and face of Truly Madly, marking a collaboration that nudges modern matchmaking away from surface-level scrolling and towards more considered connections. The association brings together pop culture visibility and digital dating at a time when relationship fatigue is as real as app fatigue.
AvrRam’s appointment is positioned around relatability rather than glamour. Known for her candid public persona and unfiltered social presence, she enters the partnership as someone willing to speak openly about the confusion, expectations and contradictions that define dating in the algorithm age. “In a world where we are constantly swiping and scrolling, it’s important to ask ourselves what does love really mean to us?” she said, striking at the heart of how dating apps are increasingly being questioned by their own users.
The actor also acknowledged the emotional complexity of finding a genuine match today, pointing to the overload created by social media narratives and external opinions. She noted that while the search for alignment can be overwhelming, meaningful connections often arrive unexpectedly. The comment echoes a wider sentiment among young daters who are reassessing pace, intent and emotional clarity in digital relationships.
For AvrRam, love is less about instant chemistry and more about what lasts beyond the first impression. She describes it as companionship, growth and the freedom to be unapologetically oneself, imperfect and honest included. It is a perspective that aligns with Truly Madly’s stated focus on intent-driven matchmaking rather than casual swiping.
As dating platforms compete not just on features but on philosophy, the partnership signals a subtle shift in tone. In an industry crowded with choice, the message here is less about finding more matches and more about finding the right one. And in today’s dating culture, that may be the boldest move of all.
iWorld
Govt pushes live events sector to Rs 196 billion by 2028
LEDC roadmap targets 15–20 million jobs and global hub status by 2030
MUMBAI: India’s live events story is getting louder and this time, it’s policy turning up the volume. The fourth meeting of the Live Events Development Cell (LEDC), chaired by Chanchal Kumar, was held on 30 April 2026 at Vigyan Bhavan, bringing together representatives from nine Central Ministries, six States and 12 industry stakeholders to chart the sector’s next phase of growth. The numbers already tell a compelling story. India’s organised live events industry was valued at Rs 145 billion in 2025 and is projected to grow at 10 per cent to Rs 196 billion by 2028 making it one of the fastest-expanding segments within the media and entertainment ecosystem.
Set up in July 2025 by the Ministry of Information and Broadcasting, the LEDC is tasked with turning that momentum into a structured growth engine. Its long-term ambition is ambitious, position India as a global live events hub by 2030 while generating an additional 15–20 million jobs.
At the meeting, officials emphasised the sector’s multiplier effect spanning tourism, employment and allied industries while underlining the need for coordinated execution. A key update was the rollout of a single-window clearance system for live event permissions via the India Cine Hub portal, aimed at simplifying approvals and improving transparency.
States have been urged to adopt the system, alongside implementing the “Model Executive Order for Streamlining Licensing and Permissions for Live Events in India, 2026” by 31 May 2026. The framework seeks to standardise what has long been a fragmented and time-consuming regulatory process.
Beyond permissions, the discussion also turned to infrastructure and talent. A draft concept for greenfield venue development was tabled, alongside plans to build a skilled workforce. The Indian Institute of Mass Communication, in collaboration with industry bodies MESC and EEMA, is set to introduce certificate courses tailored to the live events sector.
Chanchal Kumar stressed that alignment across stakeholders is already in place, with the next challenge being execution at scale. The government, he noted, remains committed to creating a facilitative and transparent ecosystem for organisers.
For an industry once seen as fragmented and event-driven, the message is clear, India’s live events business is no longer just about the show, it’s about building an entire stage for growth.
