Applications
VCL delivers 1062 visual effects shots in Ek Tha Tiger
MUMBAI: Visual Computing Labs (VCL), a division of Tata Elxsi Ltd. and a leading player in animation and visual effects, has delivered as many as 1062 visual effects shots in YRF‘s latest Salman Khan, Katrina Kaif-starrer.
The film moves between Dublin, Mardin and Cuba. Its fast paced action sequences required a lot of VFX work to seamlessly integrate into the film. In Dublin especially, the action called for tram accidents and Salman Khan running along the roof of an out of control tram.
Naturally, the tram and most of the streets had to be recreated in CGI to permit these daring stunts. In the rest of the action sequences too, cars and airplanes, explosions and fires were all enhanced or recreated in CGI by the artistes.
VCL delivered these shots using cutting edge VFX technology and a customised pipeline designed for the complexity of these shots. Up to 60 skilled technical artistes were deployed by VCL for this project, which was completed in a record six and a half month period. The entire duration of CG/VFX in the film spans over 30 minutes.
Tata Elxsi COO S Nagarajan said, “This project has helped us showcase VCL‘s cutting edge capabilities in the VFX domain and we are confident that this film will become a benchmark in mainstream cinema for providing viewers with a world-class experience.”
“We are very excited about the release of this blockbuster film. The thrilling action sequences have been innovatively shot across continents and breathtaking locations” said VCL creative director Pankaj Khandpur. “VCL has contributed in making several action and stunt sequences in the movie even more thrilling and exciting for the audience,” he added.
This film marks VCL‘s 24th collaboration with Yash Raj Films.
Applications
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.
