News Broadcasting
DDB Mudra Mumbai and Adventure 18 urge Corporate India to step Outdoors
MUMBAI: Corporate India is overworked and exhausted. While the rest of the world works 50 to 60 hours a week, corporate India clocks in 80 hours. Their lives revolve around their desks, and their time away from work is the time they spend playing solitaire or browsing the internet.
DDB Mudra Mumbai and Adventure 18 saw this as an opportunity to urge corporate India to get away from their dreary workstations and step out and have an adventure. Apart from this, the other challenge faced by the team was execute the campaign in a cost-effective way.
The team used a surprisingly overlooked, yet effective medium of communication – Window Washers, to do the job.
Window Washers, dressed up in adventure gear, were sent down office buildings located across the city of Mumbai. In a sight worth a watch, mountaineers, rock climbers and para gliders descended on to buildings across the city.
The result was overwhelming. There were a few who were scared, some were amused, but everyone took note of the men in adventure gear. And when the window washers had the attention of the office they revealed their message: “Don’t you wish you were outdoors?” The message continued to give the website address of Adventure 18.
Speaking on this activity, Louella Rebello, Executive Creative Director, DDB Mudra Mumbai, said, “Sometimes you are at work, you look out of the window and wish you could be in the great outdoors instead. We decided to actually put a guy out there telling you to do just that. Adventure 18 was a great partner in making this happen.'”
Adding to this, Mohit Oberoi, Owner, Adventure 18, said, “It’s a great concept. More importantly, it’s brought attention to what we do and stand for as a company. That is to give people an unforgettable experience of the outdoors”
News Broadcasting
News TV viewership jumps 33 per cent as West Asia war draws audiences
BARC Week 8 data shows news share rising to 8 per cent despite T20 World Cup
NEW DELHI:Â Even as individual television news channel ratings remain under a temporary pause, the genre itself is seeing a clear surge in audience attention.
According to the latest data from Broadcast Audience Research Council India, television news recorded a 33 per cent jump in genre share in Week 8 of 2026, covering February 28 to March 6.
The news genre accounted for 8 per cent of total television viewership during the week, up from 6 per cent the previous week. The spike in attention coincided with escalating geopolitical tensions involving the United States, Israel and Iran, which have kept global headlines firmly fixed on West Asia.
The rise is notable because it came at a time when cricket was dominating television screens. The high-stakes stages of the ICC Men’s T20 World Cup, including the Super 8 fixtures and semi-finals, were being broadcast during the same period.
Despite the cricket frenzy, viewers appeared to be toggling between sport and global affairs, boosting the overall share of news programming.
The surge in genre share comes even as the government has enforced a one-month pause on publishing ratings for individual news channels. The move followed regulatory scrutiny of the television ratings ecosystem.
While channel-level rankings remain temporarily out of sight, the genre-level data suggests that when global tensions escalate, audiences continue to turn to television news for real-time updates.
