iWorld
ZEE5’s campaign #TruthIsNeverLost with Yami Gautam Dhar focused attention towards ‘missing’ cases in the country
Mumbai: ZEE5, an Indian home-grown video streaming platform has concluded a campaign titled #TruthIsNeverLost led by Bollywood actress Yami Gautam Dhar on the back of her latest ZEE5 original movie ‘Lost’. During the week-long campaign from 13 to 20 February Dhar spoke on the subject at various public places across Mumbai and Kolkata with placards in her hand that highlighted the hard-hitting figures on the concerns around ‘missing people’ in the country. The pictures from these locations were spread across social media to amplify the cause.
The initiative, which aimed to increase awareness of these tragedies, attracted a lot of attention and support. Yami was joined by more than 500 people across the country who joined the campaign and came out to the street to show their support. The response was equally overwhelming on social media with fans, followers and media micro sites covering the campaign #TruthIsNeverLost.
Talking about the same, ZEE5 India chief business officer Manish Kalra said “The campaign #TruthIsNeverLost was conceptualized to raise awareness on the concerns of missing people in India which is a pertinent challenge in our country and is still largely left unaddressed. As a responsible brand it has been our endeavour to bring real stories to the screen along with social messaging that empowers our audiences with knowledge alongside entertainment. As a consumer first brand, we are committed to curate a slate that resonates with our audiences through quality storytelling and engage with the viewers through focused marketing.”
Lost, a ZEE5 original movie, raises important questions around the rising number of missing cases in India and how they are put in the ‘Lost’ category without any proper closure to the cases. The film deals with one such case and also brings forth official numbers for such cases in major metros and in India. It highlights how every 8 mins a child goes missing in India and every day 174 children go missing. 35-40 adults go missing alone in Mumbai and 500-600 adults go missing in Kolkata every month.
iWorld
Rusk Media announces Battleground Season 2 on Amazon MX Player
Fitness reality show returns in April 2026 with bigger challenges and mentors.
MUMBAI: The arena is reopening and this time the competition promises even more sweat, strategy and spectacle. Rusk Media has confirmed the return of its fitness reality format Battleground for a second season, set to stream on Amazon MX Player from April 2026. The announcement follows the breakout success of the show’s debut season, which positioned itself as a high energy blend of sport, strategy and reality television. Season 1 brought together 16 contestants for a 28 day test of endurance and discipline, as aspiring athletes and fitness enthusiasts competed in physically demanding challenges and team based battles.
Divided into four teams, the participants trained under a panel of mentors drawn from the fitness and lifestyle space, with former Indian cricketer Shikhar Dhawan serving as the show’s Super Mentor.
The format quickly found an audience among digital viewers and was listed among the most binged titles on Amazon MX Player. The show also picked up industry recognition, winning the “Most Popular Non Fiction Show” honour at the IWMBuzz Digital Awards 2025.
The first season also drew a slate of brand partnerships, including Honda Bigwing, Charged, American Pistachio Growers, Bigmuscles Nutrition, Ritebite Max Protein, Plix and Sparsh CCTV, highlighting the show’s appeal to brands targeting India’s rapidly growing youth and fitness audience.
For Season 2, the producers say the format will evolve with tougher physical challenges, a sharper competitive structure and deeper mentor involvement while continuing to focus on discovering the next generation of Indian fitness personalities.
Rusk Media, chief executive officer and co founder Mayank Yadav said the first season proved the appetite for competitive fitness storytelling. “Battleground was always envisioned as more than a show. Season 1 demonstrated that there is a massive audience for aspirational fitness competition at scale. With Season 2 we are going even bigger in ambition, intensity and opportunities for contestants and partners,” he said.
Rusk Ads lead Rahul Arora added that the series has also evolved into a strong platform for brand integration and advertiser engagement. “Season 1 showed that Battleground is not just compelling content but a powerful brand ecosystem. As we move into Season 2, we are looking to deepen brand collaborations and build more integrated partnerships,” he said.
With a larger format, an expanding fan base and a new season set to arrive in April 2026, Battleground is positioning itself as one of India’s emerging fitness reality franchises in the digital entertainment space.
