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Purple Fire Films to make films for mobile phone users
MUMBAI: With the fast-growing mobile phone market in India, Purple Fire Films has announced a spate of special content products for mobile phone users including films and music videos.
According to Purple Fire Films executive producer Flynn Remedios, the Mumbai-based production house has planned to produce over 50 music videos and about 10 films for the mobile market in 2010.
While the films will be of 30 to 50 minute duration, the remix and original music videos would range from 4 to 6 minutes each. Download costs or charges would be kept to the minimum to encourage even low ARPU users.
Says Remedios, “We have done extensive research on the subject. Mobile content users or viewers have an attention span of not more than 5 to 20 minutes at a stretch. Our products will keep in mind this factor.”
In addition to mobile films and music videos, the company will produce music videos and films completely shot with high-end mobile phones from start-to-finish. The first-cut or rough edit of the first mobile remix music video, starring Tamil actress Neelakshi Singh, has been released on YouTube.
“This is just a test case based on remix editions of three popular Bollywood numbers. Two more such mobile music videos are in the pipeline and will be released in April. The salient feature of this product is that it has been wholly shot with a high-end mobile phone,” Remedios explains.
The company also plans to produce “A-rated” mobile music videos and films for a mature audience and the international market. Reasons Remedios, “If Ekta Kapoor‘s Balaji Telefilms, known for its family soaps and saas-bahu content can start producing spicy adult fare like Love, Sex and Dhokha, we see a tremendous market for such similar content specially produced for mobile phone viewing.”
Purple Fire Films is talking to several content providers for a distribution and marketing tie-up for its products and hopes to make an announcement soon.
The company plans to generate revenue through in-film and in-video subtle adverts and logo placements.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
