iWorld
Viacom18 Studios partners with HeyHey! to launch NFTs
Mumbai: Motion picture studio Viacom18 Studios has collaborated with HeyHey!, an online platform powering experiential engagement between celebs, influencers, creators and brands globally via new-age tech – to venture into the Web3 space. In line with this, the film studio has launched its first-ever NFT project called the “Shabaash Mithu.” This is an NFT collection. HeyHey! is its technology partner.
“Shabaash Mithu” stars Taapsee Pannu in the lead role. It is directed by Srijit Mukherji and produced by Viacom18 Studios. The film is based on the life of the former Indian cricket team captain, Mithali Raj, who is considered one of the greatest female cricketers in the Indian squad. The film chronicles the ups and downs and moments of glory in her life. Intending to provide fans and audiences with a holistic experience of this film that transcends beyond the movie screens, Viacom18 Studios is foraying into the Web3 world. For this, the media company has partnered with HeyHey! to launch its “Shabaash Mithu” collection of NFTs and, in turn, build a thriving Web3 community of movie fans.
NFT holders including audiences and enthusiasts will be allowed to claim their free NFTs that will allow them to be a part of the “Shabaash Mithu” NFT film club and enjoy several benefits alongside the updates they will be receiving on the same. The other set of NFTs that consumers can purchase will give buyers exclusive access to unlock offline experiences.
While talking about the partnership with HeyHey! and the NFT collection launch, Viacom18 Studios COO Ajit Andhare said, “Good storytelling makes for an immersive experience, and we are taking it one step further by layering digitally forward engagement avenues. Our partnership with HeyHey! to launch an NFT collection for “Shabaash Mithu” is a unique collaboration that will appeal to cricket enthusiasts and the digitally savvy audiences.”
HeyHey! Founder and CEO Caleb Franklin mentioned, “NFT is the future of experiencing experiential engagement in the virtual world and has opened an infinite number of opportunities in building brand value. We are delighted to collaborate with Viacom18 Studios, and we believe that we will empower the fan base by providing a personalised and premium experience with our new-age Web 3.0 technology. Our technology experts have dedicated themselves to making the launch a success, and we believe that it will bring triumph for both HeyHey! and Viacom18 Studios in building a unison community.”
Previously, HeyHey! had partnered with actress Sunny Leone for her “I Dream Of Sunny” NFT collection and The Olive Group of Restaurants’ “Oliverse” to mint NFTs for them. Besides that, the platform said that it is on the verge of signing artists, production houses and brands to empower them to create their fanverses – thereby building a strong track record for itself in the dramatically growing Web3 space.
iWorld
Why Peaky Blinders is one of television’s biggest hits that still deserves more attention
Six seasons, multiple awards and the release of Peaky Blinders: The Immortal Man bring the Shelby saga back into the spotlight
In the crowded universe of streaming content, only a handful of shows manage to leave a lasting cultural footprint. Peaky Blinders is overwhelmingly considered one of the biggest global hits of the past decade. Yet many viewers still haven’t fully explored the dark, gripping world of the Shelby family.
Originally produced for the UK’s BBC and later finding a massive global audience through Netflix, the series quietly grew from a British period drama into a worldwide streaming phenomenon.
Created by Steven Knight, the show follows the rise of the Shelby crime family in post-First World War Birmingham. What begins as a gritty street-gang story gradually expands into a sweeping narrative about ambition, politics, power and survival.
At the centre of the saga is Thomas Shelby, portrayed with extraordinary depth by Cillian Murphy. The casting of Murphy is widely regarded as perfect for the role. With piercing eyes, restrained dialogue and an almost hypnotic screen presence, he transforms Shelby into one of the most unforgettable characters in modern screen storytelling.
Murphy’s brilliance lies in his restraint. He rarely shouts or performs theatrically. Instead, a quiet stare, a calculated pause or a subtle shift in expression conveys the emotional storms within the character. Beneath the ruthless gang leader is a war veteran carrying trauma, guilt and loneliness. Murphy captures this complexity with remarkable precision, making Thomas Shelby both terrifying and deeply human.
Beyond its central performance, Peaky Blinders stands out for its unfiltered portrayal of reality. The show does not romanticise crime. Instead, it exposes the harsh social conditions of early 20th-century Britain, from poverty and class struggle to political extremism and the psychological scars left by war.
The series also presents powerful female characters who hold their own within the Shelby empire. Polly Gray, played by Helen McCrory, is the strategic backbone of the family and one of the most formidable figures in the story. Women in the series shape decisions, influence power structures and challenge the rigid social norms of the time.
Across six seasons, the narrative grows dramatically in scale. What begins in the smoky streets of Birmingham evolves into a story involving political conspiracies, fascism and international criminal networks.
The series has also earned significant critical acclaim. It won the BAFTA Television Award for Best Drama Series in 2018 and multiple National Television Awards for Best Drama, cementing its reputation as one of Britain’s most celebrated modern shows.
Another defining feature of the series is its iconic music. The show’s opening theme, Red Right Hand by Nick Cave and the Bad Seeds, became instantly recognisable and widely associated with the Shelby universe. Combined with a powerful soundtrack featuring artists such as Arctic Monkeys and Radiohead, the music helped shape the show’s dark, stylish identity and became hugely popular among fans.
And the Shelby story is not over yet.
In fact, its legacy is unfolding right now. The long-awaited feature-length continuation, Peaky Blinders: The Immortal Man, was released on March 6, 2026, bringing the Shelby universe from streaming screens to cinemas and giving fans a new chapter in the saga.
For viewers who have not yet stepped into this world, the timing could not be better.
Six gripping seasons are ready to binge on Netflix. A new film has just arrived in theatres. And at the heart of it all stands one of the most magnetic performances in modern drama by Cillian Murphy.
So if Peaky Blinders has been sitting on your watchlist for years, this weekend is your moment.
So, by order of the Peaky fookin’ Blinders, consider this your cue to finally step into the ruthless world of Thomas Shelby. Pour yourself a drink, clear your schedule and press the play button. Because when the Peaky Blinders give an order, you listen.
