Hindi
Usha International associates with YRF’s Sui Dhaaga – Made in India
MUMBAI: Usha International, one of India’s leading household consumer durables company, proudly announces its association with Sui Dhaaga – Made In India produced by Yash Raj Films and starring Bollywood heartthrobs Varun Dhawan and Anushka Sharma. As the pioneers of sewing machines in India when they started in 1936, Usha International is today a leading sewing machine brand in India and offers a range of technologically advanced solutions to cater to a wide variety of sewing needs.
Sui Dhaaga – Made in India celebrates and is aligned with Usha’s philosophy of swadeshi and ‘Make in India’ through the heart-warming story of Mauji (Varun Dhawan) and Mamta (Anushka Sharma). The film showcases their passion and talent which progresses in life and creates a fashion label Sui Dhaaga – Made In India, reinforcing the fact that sewing in deeply entrenched across classes and masses in India and has the potential to bring about impactful socio-economic change in the lives of people who use it to further their passion and creativity. Usha sewing machines are an integral part of the film both visually and thematically.
Usha has been promoting sewing in India for decades inspiring people to create, innovate, and experience the joy of sewing. Associating with a film like Sui Dhaaga – Made In India that highlights the struggles of the marginalized and creative people, underscores Usha’s commitment to partnering with initiatives that focus on empowerment and showcase how sewing can be a game-changer that can potentially transform lives.
Talking about the association, Mr. Harvinder Singh, President – Sewing Machines & Appliances, Usha International Ltd, said, “Usha is very proud to be associated with Sui Dhaaga – Made In India, a film that celebrates the entrepreneurial spirit that exists across India. The movie is in perfect synergy with our philosophy that sewing is a skill that anyone can learn and use to elevate their quality of life, and also serves as a powerful tool to mainstream the marginalized. We are definitely looking at this association to connect with the masses and bring to life the joy that comes with unleashing one’s creativity using a sewing machine and, of course, the potential economic benefits that follow. It could be a person in a small town who wants financial independence or then a corporate leader who wants a creative outlet.”
Manan Mehta, Vice President – Marketing & Merchandising, from Yash Raj Films said, “Unarguably, Usha is synonymous with sewing machines in India for over eight decades so it was a win-win situation for both of us. Am happy to have Usha partner us in the co-marketing journey of Sui Dhaaga – Made In India. With innovative ideas for co-promoting the agenda of self- reliance and dignity of labour, Usha along with Sui Dhaaga – Made In India will endeavour to spread this message as far and wide as possible.”
Usha’s association with Sui Dhaaga – Made In India goes beyond the in-film placements and the co-branded communication – there is a whole slew of on-ground and online activities and competitions in the pipeline with thousands of prizes to be won.
Contests for consumers and dealers will begin soon and lucky winners can win prizes that range from an invite to the meet-and-greet with Varun and Anushka to sewing machines. To know all about the contests and win exciting prizes follow us on #ushasew.
Hindi
Jio Studios unveils AI-powered Krishna teaser at NAB Show 2026
Global first look of Krishna uses Galleri5 AI pipeline on Azure, Historyverse slate as Jio’s Dhurandhar crosses Rs 3,000cr worldwide.
MUMBAI: Krishna has just dropped a divine teaser and this time the gods are powered by silicon, not just scripture. Jio Studios and Collective Studios’ Historyverse stole the spotlight at the NAB Show 2026 in Las Vegas with the world’s first teaser for their upcoming theatrical feature Krishna, directed by Manu Anand. The big reveal happened during Microsoft’s keynote “Powering Intelligent Media, From AI Experimentation to Real-World Impact,” where the film’s AI-native production pipeline took centre stage alongside Collective Artists Network’s in-house platform, Galleri5.
At the heart of this mythological spectacle lies a fresh cinematic workflow built by Galleri5 on Microsoft Azure’s advanced AI and cloud infrastructure. Forget bolting AI onto traditional VFX or animation, this is an end-to-end, production-grade system woven into every layer: world-building, character creation, shot design and final output. Yet the storytelling remains firmly director-led, emphasising emotional depth, stillness, music and performance rather than pure spectacle. The result? Large-format theatrical cinema rooted in Indian history and culture, but conceived in ways that were simply not possible before.
Collective Artists Network runs Galleri5 natively on Azure, leveraging Microsoft Foundry and cutting-edge AI tools to handle film, episodic and advertising workflows in a secure enterprise environment. Microsoft highlighted Collective as a “Frontier” organisation successfully moving AI from pilot projects to real production-scale deployment in cinema. The technology is also on display at Microsoft’s NAB booth in the West Hall (Booth W1731).
Jio Studios (Media & Content Business, Reliance Industries), president Jyoti Deshpande said the project advances the studio’s mission to take Indian stories global with scale, ambition and authenticity, “With Krishna, we are embracing cutting-edge AI-led filmmaking while democratising these tools to make them more accessible, intuitive and cost-effective for storytellers everywhere.”
Collective Artists Network founder & group CEO Vijay Subramaniam added, “We’re using technology developed in India to carry our culture and history to audiences worldwide at a scale never seen before.”
Microsoft, vice president for telco media & entertainment, gaming Silvia Candiani noted that the media industry has reached an inflection point, “AI is no longer about experimentation but delivering real impact at production scale… By building AI-native creative systems on Microsoft Azure, Collective exemplifies how storytellers can unlock new formats, move faster and realise a true return on intelligence while keeping human creativity at the centre.”
Krishna forms part of Historyverse, Collective Studios’ ambitious slate of history and culture-driven IPs. The slate draws from iconic figures and traditions that shaped the Indian subcontinent, including stories inspired by Kali, Karna and Durga. It builds on the already-released Mahabharat: Ek Dharmayudh series, showing how ancient narratives can be reimagined for modern screens.
Jio Studios, India’s leading content studio and the media and content arm of Reliance Industries, continues its blockbuster run. The studio’s Dhurandhar franchise led by Dhurandhar and Dhurandhar: The Revenge has become the first Indian film series to cross Rs 3,000 crore worldwide. It also delivered three consecutive years of India’s highest-grossing Hindi films: Stree 2 (2024), Dhurandhar (2025) and Dhurandhar: The Revenge (2026). In just eight years, Jio Studios has assembled a library of over 160 films and series, with more than 60 titles winning over 500 awards. Other notable successes include Laapataa Ladies (India’s official Oscar entry 2025), Stree, Article 370, Shaitaan and Mrs.
The NAB unveiling marks another step in Jio Studios and Collective’s push to blend Indian storytelling talent with frontier technology proving that the future of cinema may well be both ancient in spirit and thoroughly modern in execution. For audiences who love epic tales with a fresh twist, Krishna promises to deliver divine drama, this time with a little help from the cloud.
