iWorld
ZEE5 campaign promoting ‘Helmet’ garners 85 mn reach
Mumbai: ZEE5’s 360-degree campaign called #HelmetOn promoting its latest release “Helmet” has reached over 85 million people through various ATL and BTL activations, according to the streaming platform.
The campaign brought together celebrities and influencers like Ayushmann Khurrana, Sanya Malhotra, Rajkummar Rao, Sunny Leone, Anubhav Singh Bassi, RJ Anurag Pandey, and Ronit Ashra to encourage conversations around safe sex and condom usage through social activations, influencer outreach program, digital promos, and contests.
The Twitter banter on #HelmetOn with prominent brands like Dunzo, Kamasutra, Bollywoo, News Nation, Fever FM and Ixigo drove positive sentiment around the film and generated quirky conversations to tackle stigma associated with the issue in India.
As part of the campaign some high impact BTL activations were also launched to increase awareness on the widespread issue of resistance towards usage and purchase of condoms. These included Mumbai’s favourite auto rickshaws with “Helmet” top circling the city while giving out free condoms to the passengers, condom-shaped zebra crossings on busy streets in Mumbai, and distribution of free condoms in popular hotspots in Mumbai, Delhi and Bengaluru, said the statement.
The star cast of the social comedy film also engaged with over 500 students across colleges in Mumbai, Delhi NCR, Bhopal, Orissa, MP, Pune and Bengaluru to educate them on the issue.
“We are thrilled to have launched #HelmetOn that embraces social issues in a fun, engaging and healthy manner. With people still being reluctant to purchase condoms from a store, we aimed to drive awareness around this topic and encourage the use of protection through this campaign,” said ZEE5 chief business officer Manish Kalra. “Using a well-devised marketing strategy covering the digital landscape, social media, television and out of home space, the campaign has done exceedingly well and we hope to see more consumers engage with us through the campaign and give this social comedy a watch.”
“Helmet is a project that is very close to my heart because it speaks volumes on a social issue which is the need of the hour, in a simple and sweet way. Team Helmet is proud to create awareness about safe sex and work towards alleviating the stigma around condom usage and purchase through engaging campaign,” added “Helmet” producer Dino Morea.
Gaming
Roblox appoints Sunil Rao as India managing director to drive growth
Former AWS leader to lead creator ecosystem, partnerships and local strategy
MUMBAI: Roblox has appointed Sunil Rao as managing director for India, as the company looks to deepen its footprint in one of its fastest-growing markets.
Rao, who will join in May, will serve as the senior-most representative for Roblox in India, leading local strategy, partnerships and day-to-day operations. His mandate includes strengthening the platform’s presence, supporting the creator ecosystem and aligning India’s market needs with global priorities.
A key focus area will be nurturing India’s growing community of developers and creators, enabling local studios to leverage Roblox’s tools for scaling and monetisation. Globally, the platform’s creator community earned over $1.5 billion in 2025, underlining the economic potential of user-generated content ecosystems.
“Roblox is at the forefront of enabling a new generation of creators and games. India’s scale, creativity, and entrepreneurial energy present a massive opportunity,” said Rao. “I’m excited to build a vibrant and inclusive ecosystem that empowers developers and creators across the country. Ensuring child safety and aligning closely with India’s regulatory framework will be among my top priorities.”
Welcoming the appointment, Roblox vice president international Zhen Fang said India represents a high-potential market for the company. “Sunil brings deep expertise in building operations across diverse markets, and his passion for community-centric platforms makes him the ideal leader to drive our next chapter of growth in the country.”
Rao brings over two decades of experience across technology platforms, venture capital and developer ecosystems. He was previously part of the leadership team at Amazon Web Services, where he led strategy and corporate business development across Asia-Pacific and Japan. He also served as a partner at Lightspeed Venture Partners, working closely with startups and founders.
Earlier in his career, Rao played a key role in building developer ecosystems at Symbian, Nokia and Google, contributing to the growth of major mobile and internet platforms.
With India’s large youth population and rapidly evolving digital landscape, Roblox’s latest leadership move signals a sharper focus on long-term growth, local relevance and creator-led innovation in the market.
