The founder and chief executive officer of Media, Content and Mobility Ventures examines how digital and OTT marketing evolved toward cultural relevance, attention quality, and long term engagement
Author: admin
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How 2025 shifted advertising from reach to resonance, according to Apurv Modi
The year 2025 marked a clear inflection point for advertising and marketing, particularly across digital and OTT platforms, as the industry moved its focus away from sheer reach toward substance, relevance, and cultural connection. The emphasis shifted from accumulating eyeballs to earning attention that lasts, reflecting how rapidly consumer media habits have evolved.
Globally, the momentum has been equally strong. Digital advertising revenue recorded double digit growth for the sixteenth consecutive year, reinforcing the resilience of digital channels even amid broader economic uncertainty. eMarketer’s mid 2025 forecast confirmed that advertisers are not pulling back from digital. Instead, they are refining how they engage audiences, moving toward formats and narratives that deliver depth rather than interruption.
Consumer behaviour sits at the core of this transition. Audiences are increasingly selective, gravitating toward content that reflects their cultural context and lived experiences. This has reshaped OTT advertising strategies, particularly as hybrid monetisation models combining subscriptions with advertising gain traction globally. These models point to a broader recalibration as platforms seek sustainable growth paths beyond traditional paywalls. Industry estimates suggest that global OTT advertising revenues could cross the 400 billion dollar mark in 2025, highlighting the expanding influence of streaming platforms in brand communication.
Deloitte’s Digital Media Trends report illustrates the challenge clearly. Platforms are competing for a finite amount of attention across video, social, gaming, and audio formats. In such an environment, brands that offer contextually relevant content are more likely to succeed than those relying on scale alone. Attention has become a scarce resource, and earning it requires clarity of purpose and respect for audience choice.
Cultural awareness will also emerge as a central brand objective. Visibility alone will no longer suffice as audiences increasingly expect media and messaging to reflect their identities, values, and aspirations. In this environment, relevance becomes a measure of respect rather than reach.
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According to Dr Anil Kumar, Eureka Forbes, India’s Air Pollution Problem Does Not Stop at the Door
The Eureka Forbes scientist explains how winter smog seeps into homes and why indoor air protection has become unavoidable for families.
According to Dr Anil Kumar, India’s air pollution crisis does not end when people step indoors. During the winter months, air quality across major Indian cities deteriorates sharply, with Air Quality Index readings frequently moving into poor and hazardous ranges. While the health risks of outdoor pollution are widely discussed, the condition of indoor air remains poorly understood, despite the fact that most individuals spend the majority of their time inside homes, offices, schools, and hospitals.
High AQI levels are associated with a range of immediate and long term health effects. Exposure to polluted air can cause irritation of the eyes and throat, persistent coughing, breathlessness, and fatigue. For individuals with existing respiratory or cardiac conditions such as asthma, chronic bronchitis, or heart disease, these effects can intensify rapidly. Children and older adults are particularly vulnerable, as their respiratory systems are either still developing or already compromised. What often goes unnoticed is that indoor spaces offer limited protection during severe pollution episodes.Dr Anil Kumar explains that polluted outdoor air routinely enters indoor environments through open windows, doors, ventilation systems, and even structural gaps. Once inside, these pollutants combine with indoor contaminants such as dust, pet dander, cooking fumes, incense smoke, and chemical residues from cleaning products. Unlike outdoor air, which is dispersed by wind and atmospheric movement, indoor air tends to remain trapped, allowing harmful particles to accumulate over time.
This accumulation is especially concerning in urban households during winter, when windows are kept closed for longer periods and air circulation is reduced. Fine particulate matter, particularly PM2.5, poses the greatest risk. These microscopic particles are small enough to penetrate deep into the lungs and enter the bloodstream, contributing to respiratory distress, inflammation, and cardiovascular strain. Dr Anil Kumar notes that indoor PM2.5 levels can, in some cases, rival or exceed outdoor concentrations during peak pollution periods.In this context, the focus on clean indoor air has shifted from being a lifestyle choice to a public health requirement. Dr Anil Kumar points out that air purifiers equipped with high efficiency particulate air filtration are capable of removing a substantial portion of fine particulate matter from enclosed spaces. When used correctly, such devices can bring measurable improvements in indoor air quality within a short period, easing breathing discomfort and reducing exposure to harmful pollutants.
He emphasises that the benefits of cleaner indoor air extend beyond immediate respiratory relief. Improved air quality has been linked to better sleep, fewer allergy related symptoms, and improved overall wellbeing. For households with children, elderly family members, or individuals with respiratory sensitivities, maintaining clean indoor air can significantly reduce health risks during prolonged pollution episodes.Dr Anil Kumar also stresses that the effectiveness of air purification depends on informed usage. Selecting a purifier appropriate for the size of the room, operating it consistently during high pollution days, and maintaining filters as recommended are essential for achieving meaningful results. Sporadic or incorrect use limits the potential health benefits and creates a false sense of protection.
While indoor air protection offers immediate relief, Dr Anil Kumar is clear that it cannot replace the need for broader environmental action. Long term improvement in air quality requires coordinated efforts to reduce vehicular emissions, regulate industrial pollution, manage construction dust, expand urban green cover, and enforce environmental standards consistently. Until such measures yield tangible results, households remain exposed to daily air quality risks.He underscores that clean air should be viewed with the same seriousness as access to safe drinking water and proper nutrition. As awareness of indoor pollution grows, more families are beginning to recognise the importance of addressing the air they breathe within their own living spaces. Education, informed decision making, and reliance on scientifically validated technologies are central to this shift.
According to Dr Anil Kumar, protecting indoor air is not about alarmism, but about responding responsibly to present conditions. With air pollution likely to remain a persistent challenge in the near future, taking steps to safeguard indoor environments is one of the most practical ways families can reduce health risks today.At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
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Land administration processes in Mumbai come under review as City and Suburban Collectors hold joint discussions with industry
District Collectors Aanchal Goyal and Saurabh Katiyar engage with CREDAI MCHI, NAREDCO, BDA, and PEATA to discuss royalty norms, survey duplication, and SOP driven timelines across Mumbai
Land administration processes in Mumbai came under focused review as the District Collector, Mumbai City, Aanchal Goyal, and the District Collector, Mumbai Suburban, Saurabh Katiyar, held a joint meeting with representatives from the real estate sector to address long standing procedural and revenue related challenges. The meeting took place in Mumbai on December 23, 2025, bringing together senior officials from both Collectorates and a Joint Task Force comprising members of CREDAI MCHI, NAREDCO, BDA, and PEATA.
The joint engagement marked a coordinated effort by the Mumbai City and Mumbai Suburban Collectorates to examine industry concerns through a unified administrative lens. The discussions focused on issues such as royalty applicability, procedural timelines, duplication of physical surveys, and delays in approvals related to amalgamation and subdivision of land parcels.Setting the tone for the deliberations, District Collector, Mumbai City, Aanchal Goyal stated that the concerns raised by industry representatives were substantive in nature and required systemic correction rather than ad hoc resolutions. She noted that issues surrounding royalty norms, procedural delays, and overlapping survey requirements create ambiguity and inefficiencies that can be addressed through clearly defined and standardised operating procedures. She further affirmed that both Collectorates are committed to introducing SOP driven mechanisms that simplify processes while ensuring statutory compliance.
District Collector, Mumbai Suburban, Saurabh Katiyar highlighted the importance of joint decision making between the two Collectorates, particularly in a metropolitan region where administrative boundaries often intersect with development activity. He said that bringing both City and Suburban Collectorates onto a single platform enables coordinated governance and uniformity in decision making. He confirmed that proposals such as unified physical surveys, streamlined amalgamation and subdivision processes, and greater transparency in land records would be examined through a structured institutional mechanism to ensure practical and time bound implementation.The meeting was among the first instances where multiple real estate associations engaged collectively with both Collectorates in a single forum. The Collectors acknowledged the unified and solution oriented representations made by the industry and noted that such consolidated engagement supports outcomes that are aligned with public interest as well as economic growth.
Industry discussions were led by Mr. Rushi Mehta, Secretary, CREDAI MCHI, and Mr. Manan Shah, who presented a range of issues related to royalty on excavated soil. These included the need to exclude royalty in cases where excavated material is not transported outside the project site, challenges arising from short validity periods for permissions, inaccuracies in excavation quantity calculations, and approval delays. In response, both Collectors assured participants that simplified and time bound SOPs for royalty permissions would be introduced to comprehensively address these concerns.Deliberations also covered prolonged timelines associated with amalgamation and subdivision proposals. The Collectorates indicated that dedicated SOPs would be framed to significantly reduce delays and improve predictability for applicants. Another key reform discussed was the introduction of a single, unified physical survey that could be used for multiple purposes, including non agricultural permissions, demarcation, amalgamation and subdivision, and handover of amenities. This measure is intended to avoid duplication, repeated site visits, and procedural redundancies.
Commenting on behalf of the industry, Mr. Sukhraj Nahar, President, CREDAI MCHI, said that the issues raised during the meeting, including royalty applicability, procedural delays, duplication of surveys, and approval timelines, are genuine and long pending. He noted that the joint commitment of both Collectorates to SOP driven processes, unified surveys, and the formation of a steering committee reflects a shared intent to deliver practical and time bound reforms that improve ease of doing business while strengthening transparency and governance.Mr. Kamlesh Thakur, President Elect, NAREDCO Maharashtra, observed that the meeting represented a decisive shift towards collaborative policy making. He said that clarity driven by standard operating procedures on royalty, surveys, and approvals would significantly enhance predictability and confidence across the real estate ecosystem.
Supporting the initiative, Mr. Vikram Mehta, President, BDA, and Mr. Sandip Isore, President, PEATA, stated that unified procedures and streamlined approvals would meaningfully reduce operational delays and procedural overlap, contributing to more efficient project execution.The Joint Task Force reaffirmed its commitment to continued engagement with the administration to ensure that the discussions translate into tangible outcomes. It was agreed that a steering committee would be formed, comprising officers from the Collector’s office and relevant ancillary departments, to deliberate on procedural bottlenecks and recommend policy changes. These recommendations would be implemented at the Collectorate level where possible or escalated to the government for further necessary action.
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India marks Chaudhary Charan Singh’s birth anniversary with a national move to make CCS University the country’s first AI enabled campus
The Ministry of Skill Development and Entrepreneurship announces a partnership with Google and Chaudhary Charan Singh University, Meerut to pilot an AI adoption framework focused on employability, vernacular learning, and youth in Tier 2 and Tier 3 regions
On the 123rd birth anniversary of former Prime Minister of India and Bharat Ratna Chaudhary Charan Singh, the Ministry of Skill Development and Entrepreneurship announced a significant partnership with Google and Chaudhary Charan Singh University, Meerut, marking a new direction in the use of artificial intelligence within India’s higher and vocational education system. The announcement was made in Mumbai on December 23, 2025, aligning the initiative with the legacy of a leader whose public life was rooted in social justice, rural upliftment, and education as a foundation for national progress.
The collaboration seeks to transform Chaudhary Charan Singh University into India’s first AI enabled university, positioning the institution as a national pilot for structured adoption of artificial intelligence across teaching, learning, and employability frameworks. By anchoring the initiative at a public university serving a large population of students from western Uttar Pradesh and surrounding regions, the partnership aims to extend access to advanced technologies beyond metropolitan centres.At the heart of the initiative is a focus on addressing employability challenges faced by youth in Tier 2 and Tier 3 regions. The partners intend to leverage AI tools to reduce barriers related to language, access, and exposure, with particular emphasis on vernacular learning environments. The approach is designed to support students in acquiring industry relevant skills while allowing them to learn and communicate in their mother tongue, an aspect seen as critical for broad based participation in the digital economy.
Speaking at the announcement, Shri Jayant Chaudhary, Hon’ble Minister of State with Independent Charge for Skill Development and Entrepreneurship and Minister of State for Education, Government of India, highlighted the inclusive intent of the partnership. He said that development becomes meaningful when barriers to entry are removed and opportunities are shaped by skill and merit rather than background. He noted that vernacular inclusion is a central pillar of the initiative, enabling students to engage with global technologies without being constrained by language limitations.Shri Jayant Chaudhary further stated that transforming Chaudhary Charan Singh University into a model AI institution is intended to create a blueprint that can be replicated across the country. According to him, the initiative places young people at the centre of India’s economic future, ensuring that employability is driven by practical capability and relevance to emerging sectors. He also linked the programme to Chaudhary Charan Singh’s enduring belief that education must remain grounded in the realities and aspirations of the people it serves.
Under the memorandum of understanding announced at the event, Chaudhary Charan Singh University will function as the pilot institution for developing and implementing an AI Adoption Framework. This framework is expected to guide the integration of artificial intelligence into curriculum design, faculty capacity building, student assessment, and skill aligned learning pathways. The pilot will also explore how AI can support vocational education and bridge the gap between academic training and workforce requirements.The presence of Google as a partner reflects the growing role of private sector expertise in shaping future ready education systems. Senior representatives from Google India participated in the event, indicating the company’s involvement in supporting technological infrastructure, tools, and knowledge frameworks necessary for responsible AI adoption in an academic setting.
The occasion was also attended by Ms. Debashree Mukherjee, Secretary, Ministry of Skill Development and Entrepreneurship, and Professor Sangeeta Shukla, Vice Chancellor of Chaudhary Charan Singh University. Officials from the Ministry and representatives from the university underscored the importance of institutional collaboration in ensuring that technology driven reforms translate into measurable outcomes for students.By situating the announcement on the birth anniversary of Chaudhary Charan Singh, the partnership draws a symbolic connection between legacy and future. Chaudhary Charan Singh’s leadership was marked by a focus on farmers, rural communities, and equitable access to opportunity. The initiative reflects a continuation of that philosophy by seeking to ensure that emerging technologies serve as instruments of inclusion rather than exclusion.
The partnership signals a broader national intent to align skill development, education policy, and technological advancement. As artificial intelligence becomes increasingly embedded across industries, initiatives such as this aim to prepare students not only to participate in the workforce but to adapt to evolving roles shaped by automation and data driven systems.By committing to an AI enabled university model rooted in public education, the Ministry of Skill Development and Entrepreneurship, along with its partners, positions technology as a means to uphold dignity of work and expand opportunity. The initiative reinforces the idea that India’s growth story must reflect the aspirations of both India and Bharat, ensuring that innovation reaches classrooms, communities, and careers across the country.
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International Spine and Pain Cadaver Workshop Completes 20th Edition in Noida at NIIMS Medical College
Mentored by Dr Neeraj Jain, the programme at NIIMS Medical College and Yashoda Medicity brought together pain physicians for structured cadaver based learning.
The International Spine and Pain Cadaver Workshop completed its 20th edition in Noida at NIIMS Medical College, marking a significant academic milestone in the field of pain medicine. Organised in association with Yashoda Medicity, the eight day programme brought together pain physicians from across India and overseas for intensive academic engagement and hands on clinical training.
The workshop was conducted under the mentorship of Dr Neeraj Jain, an internationally recognised pain specialist, who has now completed twenty consecutive editions of this training initiative. Designed as a live cum cadaver based learning programme, the workshop focused on strengthening anatomical understanding and procedural accuracy in spine and pain interventions, with the larger aim of reducing avoidable surgical treatments in chronic pain care.Delegates from multiple countries participated in the programme, reinforcing its standing as an international academic platform for pain medicine. The structure of the workshop combined classroom discussions, live demonstrations, and cadaver based practice sessions, allowing participants to observe, understand, and perform advanced pain intervention techniques under expert supervision.
A key component of the programme was the cadaveric training conducted at the facilities of Noida International Institute of Medical Sciences. These sessions offered participants direct exposure to complex spinal anatomy and interventional procedures, enabling a clearer understanding of nerve pathways, injection precision, and risk minimisation. Such training is considered essential in pain medicine, where anatomical accuracy directly influences patient outcomes.Speaking during the workshop, Dr Neeraj Jain described the completion of the twentieth edition as a meaningful professional milestone. He stated that the central purpose of the programme has always been to equip pain physicians with detailed anatomical knowledge, evidence based techniques, and practical confidence so that chronic pain conditions can be managed effectively without unnecessary surgical intervention. He emphasised that continuous skill upgradation through structured training is critical to building a responsible and patient focused pain care ecosystem.
The academic sessions also benefited from the involvement of Dr Shantanu Mallik, who played an active role in training faculty members and delegates throughout the programme. His contribution added depth to discussions on procedural approaches, case selection, and clinical decision making in pain management practice.Faculty members from Yashoda Medicity contributed extensively to the workshop’s academic content. Dr Sunil Sharma, Dr Rajshree, and Dr Rakhi Goyal shared clinical insights drawn from their institutional experience, addressing real world challenges faced by pain physicians in outpatient and hospital settings. Their sessions focused on practical applications, complication management, and patient safety.
Addressing the institutional support behind the programme, Dr Ranjit Ghuliani, MS, NIIMS, expressed gratitude to the leadership of Noida International University for enabling the successful conduct of the workshop. He acknowledged Dr Devesh Kumar Singh, Chairman of the university, and Dr Uma Bhardwaj, Vice Chancellor, for fostering an academic environment that supports international level medical training initiatives.Dr Ghuliani also recognised the administrative role played by Raj Vardhan Dixit, noting that his guidance and operational support were instrumental in ensuring the smooth execution of the eight day programme. He stated that such initiatives reinforce the institution’s long term commitment to advanced medical education and hands on clinical training.
The workshop addressed the growing relevance of pain medicine as a dedicated clinical specialty. Medical experts at the programme noted that chronic pain conditions such as low back pain, sciatica, neck pain, knee pain, and degenerative joint disorders are increasingly reported across age groups. With non surgical pain management gaining wider acceptance, pain physicians are becoming central to multidisciplinary care pathways.By focusing on non surgical interventions and precise anatomical techniques, the International Spine and Pain Cadaver Workshop reinforced the importance of specialised training in improving patient outcomes. Participants noted that cadaver based learning provides a level of clarity and confidence that cannot be achieved through theory alone.
Workshops conducted regularly by Dr Neeraj Jain have contributed steadily to the professional development of pain specialists while also promoting greater awareness of modern pain management options within the medical community. The completion of the twentieth edition in Noida adds to this continuing academic effort, positioning structured training as a cornerstone of responsible pain care.The programme concluded with a shared emphasis on continued learning, ethical practice, and collaboration across institutions to address the rising burden of chronic pain through clinically sound and patient focused approaches.
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EV Hesitation, Solar Confidence and UPI’s Global Test Shape India’s Economic Debate in Delhi
Remarks by leaders from Maruti Suzuki, Axis-linked insurance, Pay10 and Luminous highlighted how mobility readiness, regulatory reform and financial sovereignty are diverging across sectors
India’s economic conversation is no longer moving in a single direction. Instead, it is unfolding through sector specific realities that reveal differing levels of readiness, confidence, and constraint. This divergence was clearly visible during discussions in New Delhi where senior leaders from automobiles, insurance, payments, and energy reflected on how India’s geoeconomic position is being shaped in practice, not theory.
At the centre of the mobility discussion was Maruti Suzuki India Limited, which continues to approach electric vehicles with measured caution. Speaking on the future of e-mobility, Partho Banerjee, Senior Executive Officer for Marketing and Sales, outlined why mass adoption remains constrained despite a growing number of electric models in the market. While more than a dozen EV models are currently available, their penetration remains limited when seen against Maruti Suzuki’s monthly sales volume of nearly four lakh vehicles.Banerjee pointed to range anxiety, charging access, and ownership experience as unresolved issues for the company’s core customer base. Rather than chasing early adopters, he said the focus remains on resolving practical barriers before introducing the e-Vitara electric SUV. Maruti Suzuki has already established over 2,000 dedicated EV charging points across more than 1,100 cities and partnered with 13 charge point operators, with an ambition to scale the charging ecosystem to one lakh chargers nationwide by 2030. The approach reflects a broader view that sustainable mobility must align with consumer readiness and infrastructure depth, not just product availability.
In contrast, the tone was notably more assured in the energy transition conversation. Preeti Bajaj, Chairperson and Managing Director of Luminous Power Technologies, spoke about solar power as a natural fit for India’s economic and environmental priorities. She highlighted affordability, accessibility, and availability as defining characteristics that make solar energy particularly suited to Indian conditions. According to her, falling technology costs and abundant sunlight have positioned solar as one of the most efficient and scalable power sources for the country.Bajaj also addressed the evolving conversation around energy storage, noting that reliance on a single battery technology such as lithium ion presents both vulnerabilities and opportunities. She suggested that India’s strength lies in layering its software and engineering capabilities across multiple storage solutions, adapting technologies to local power conditions rather than following a uniform global template. The emphasis was on pragmatic innovation, shaped by domestic demand rather than first mover advantage.
The discussion on financial services revealed another axis of divergence. In the insurance sector, regulatory reform is being viewed as a structural reset rather than incremental change. Sumit Madan, Managing Director and Chief Executive Officer of Axis-linked Max Life Insurance, described measures such as GST 2.0 and the proposed Amendment of Insurance Laws Bill, 2025 as steps that could significantly widen access and competition. He noted that allowing 100 percent foreign direct investment is likely to attract new entrants, placing greater pressure on incumbents to improve transparency, product quality, and customer engagement.Madan also pointed to the removal of GST on life insurance as a meaningful signal. Demand, he said, has already shown signs of picking up following the tax relief, reinforcing the view that policy design plays a decisive role in shaping consumer behaviour. At the same time, he stressed that insurers themselves carry responsibility in communicating value and building trust, especially as the sector moves toward a more customer centric framework.
The payments conversation brought financial sovereignty into sharp focus. Prabhpreet Singh Gill, Chairman of Pay10 Global and Eastern Fortune Investments, spoke about the strategic importance of bilateral corridors and cross border licensing for Indian payment firms. While India’s Unified Payments Interface has transformed domestic transactions, its global journey presents a different set of challenges.Gill explained that many countries are strengthening their domestic payment ecosystems, often with high capital and localisation requirements. Recent changes by the Reserve Bank of India around aggregate cross border licences, he said, are enabling Indian firms, particularly small and medium enterprises, to explore international markets with greater confidence. However, he emphasised that global adoption of UPI will depend on whether it delivers tangible value to merchants abroad, including faster settlements and competitive pricing compared to established card networks.
Across these conversations, a common thread emerged. India’s economic momentum is real, but it is not uniform. Different sectors are moving at different speeds, guided by consumer behaviour, regulatory clarity, infrastructure readiness, and global acceptance. Rather than a single growth narrative, the picture that emerged was one of calibrated progress, where ambition is tempered by execution.As policymakers and business leaders continue to navigate a multipolar global economy, these sectoral perspectives offer a more grounded view of India’s trajectory. Featured by Prittle Prattle News, virtuous journalism for a thoughtful world, the discussions in Delhi underscored that India’s economic future will be shaped as much by restraint and sequencing as by scale and speed.
At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
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When art borrows from nature, a festival installation explores coexistence and colour through Absolut Mixers
Pulkith Modi, Marketing Head, Pernod Ricard India discussed Absolut Mixers’ creative presence at Echoes of Earth 2025
When art borrows from nature, it often reveals ideas that go beyond aesthetics. At Echoes of Earth 2025, an installation by Absolut Mixers explored this intersection through a public art experience that placed coexistence, diversity, and creative connection at its core. Presented as The Absolut Blue Trail, the installation unfolded as a sensory journey rooted in the festival’s larger theme, “Nature’s Intelligence,” and Absolut’s long-held philosophy of a colourless world.
Echoes of Earth, held in Bengaluru on December 13 and 14, has established itself as a platform where sustainability, inclusivity, and artistic expression intersect. Absolut Mixers’ presence at the festival aligned with this ethos, positioning art as a medium to reflect how ecosystems, cultures, and identities thrive through collaboration rather than separation.The Absolut Blue Trail brought together three artists who each interpreted the colour blue through forms found in nature. Rather than treating blue as a static shade, the trail examined it as an outcome of harmony, an illusion that exists only when light, material, and perspective align. The installations were constructed using reclaimed materials, reinforcing the festival’s commitment to sustainability and responsible creativity.
Artist Trishala Srinivas drew inspiration from the Indian Roller, a bird known for its vivid blue plumage and striking aerial movement. Her work translated the bird’s presence into a sculptural form that celebrated motion, balance, and the fleeting nature of colour. The installation invited viewers to reflect on how vibrancy in nature often emerges from adaptability and interdependence.The artist collective Alt-Native focused on the Peacock Mantis Shrimp, a marine species recognised for its complex visual spectrum and iridescent blue tones. Their installation examined perception itself, highlighting how colour is experienced differently depending on context and sensory capability. Through material reuse and layered construction, the piece encouraged audiences to reconsider how diversity in vision shapes understanding.
Completing the trail, artist Mechanimal presented a kinetic interpretation of the Gooty Tarantula, an endangered species native to India. The installation combined movement, reclaimed components, and mechanical elements to transform fragility into strength. By spotlighting an at-risk species through innovation and reuse, the work linked conservation with creative resilience.The exploration of transformation extended beyond static installations. The Absolut Stage took inspiration from the Mimic Octopus, a species known for its ability to adapt and shift form. Designed as an evolving visual environment, the stage changed in response to performances, reflecting Absolut’s belief that creativity is fluid and shaped through interaction.
Music formed an integral part of the experience, reinforcing the themes of connection and openness. The Absolut Stage hosted performances that crossed genres and geographies. Stavroz closed the first day with a set that blended electronic textures with jazz influences, while The F16s delivered an energetic performance rooted in indie rock and rhythmic experimentation. Graysokker concluded the programming with a high-intensity set that merged electronic and rock elements, creating a collective, movement-driven atmosphere.Speaking about the collaboration, Pulkith Modi, Marketing Head at Pernod Ricard India, said Absolut’s presence at Echoes of Earth reflects the brand’s belief in authenticity, inclusivity, and freedom of expression. He noted that the Born Colourless philosophy is rooted in the idea that creativity flourishes without labels, and that nature, culture, and art offer some of the purest expressions of that principle.
Echoes of Earth 2025 brought together more than thirty artists and bands from India and abroad, alongside workshops, installations, and community-led experiences. Within this landscape, The Absolut Blue Trail functioned not as a standalone brand statement but as a shared space for reflection, where art, environment, and audience engagement converged.By anchoring its presence in reclaimed materials, endangered species narratives, and adaptive design, Absolut Mixers used the festival setting to explore how ideas of colour, identity, and coexistence can be reimagined. The installation invited audiences to step into a world where difference is not divided but mixed, and where creativity, much like nature, finds its strength through connection.
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Film Personalities Add Courtside Presence at Global Sports Pickleball League Season 2
Actors Ronit Roy and Rohit Roy were seen attending matches and interacting with league founders, team owners, and players during the Pro and Challenger League Season 2 and Grand Slam 2025
The ongoing Global Sports Pro and Challenger Pickleball League Season 2 and Grand Slam 2025 witnessed a noticeable courtside presence as noted film personalities Ronit Roy and Rohit Roy attended several matches, engaging with players, team owners, and league organisers. Their appearance added to the growing interest surrounding the league, which continues to draw attention from both sports enthusiasts and the wider public.
Ronit Roy and Rohit Roy were seen closely following the on-court action, spending time with league founders and interacting with members of the Ahmedabad Olympians Pro Squad. The actors were also photographed with filmmaker Shashank Khaitan, who is among the league’s founders, reflecting the growing crossover between India’s sports and entertainment communities.India’s largest pickleball league has been drawing steady crowds, with spectators turning up in large numbers to watch competitive matches featuring leading Indian and international players. The league structure brings together the Pro and Challenger categories, offering opportunities for seasoned athletes as well as emerging players to compete across age groups and genders.
Matches during Season 2 and the Grand Slam 2025 have been marked by fast paced rallies and closely contested encounters, contributing to a lively atmosphere inside the venues. Fans have been seen actively engaging with players and teams, underlining the league’s emphasis on accessibility and spectator involvement.The Global Sports Pickleball League has positioned itself as a platform that brings together athletes, fans, and partners within a single competitive ecosystem. By combining structured league play with fan engagement initiatives and high visibility events, the league continues to build momentum for pickleball in India.
Organisers note that the growing presence of public figures at matches reflects the sport’s expanding cultural footprint. Pickleball, once limited to smaller recreational circles, is increasingly being recognised as a competitive sport with mass appeal. The league’s ability to attract attention beyond traditional sporting audiences has contributed to its rapid growth.With Indian and international players competing side by side, the league also highlights the sport’s inclusive nature. Its format allows participation across demographics, reinforcing pickleball’s image as a game that is accessible yet competitive.
As Season 2 progresses alongside the Grand Slam 2025, the Global Sports Pickleball League continues to strengthen its position within India’s evolving sports landscape. Featured by Prittle Prattle News, virtuous journalism for a thoughtful world, the league’s blend of competitive sport, audience engagement, and cultural crossover signals pickleball’s emergence as a sport with growing national relevance.At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.
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India’s busiest airports emerge as new battlegrounds for global food brands, with Popeyes opening at Mumbai T2
Sameer Khetarpal of Jubilant FoodWorks and AMRL representatives discussed the strategic importance of the Mumbai T2 debut
India’s busiest airports are increasingly becoming competitive arenas for global food brands, and the opening of Popeyes’ first airport outlet at Mumbai’s Chhatrapati Shivaji Maharaj International Airport, Terminal 2, reflects this shift. Announced on December 22, the new store marks a strategic expansion milestone for the Louisiana-born fried chicken brand as it deepens its presence in India’s premium travel-led locations.
The Mumbai T2 outlet is Popeyes’ first airport store in the country and follows the brand’s entry into the Mumbai market earlier this year in August. Operated in partnership with AMRL, the opening signals a deliberate move to position the brand at high-footfall transit hubs where discovery, repeat engagement, and brand recall converge.Airport terminals in India are no longer viewed solely as points of departure and arrival. They are evolving into lifestyle destinations where food and beverage offerings play a central role in shaping passenger experience. The decision to launch at Mumbai T2, one of the country’s busiest and most aspirational aviation gateways, aligns with this broader transformation of airport retail and dining.
At the new outlet, travellers can access Popeyes’ core global menu, including the Chicken Sandwich, Signature Fried Chicken, Boneless Chicken offerings with international flavours, and the Hot & Messy range developed for Indian preferences. The brand has retained its Louisiana Cajun roots, with chicken prepared fresh, hand-battered, hand-breaded, and marinated for twelve hours to deliver its signature flavour profile.Speaking on the brand’s expansion into airport locations, Sameer Khetarpal, Chief Executive Officer and Managing Director of Jubilant FoodWorks Limited, said airports have become critical touchpoints for brand discovery and sustained engagement. He noted that the Mumbai T2 launch allows Popeyes to connect with a high-intent, high-frequency audience and extend its footprint beyond traditional high-street locations. According to Khetarpal, the opening builds on the strong consumer response the brand has seen in Mumbai since August and represents a calculated step toward scaling in premium environments.
From the airport operator’s perspective, the partnership reflects a broader focus on curating food and beverage experiences that match evolving traveller expectations. A spokesperson from AMRL said the launch of Popeyes at Chhatrapati Shivaji Maharaj International Airport marks a significant development in the company’s food and beverage growth strategy. The spokesperson highlighted that airports are increasingly positioning themselves as lifestyle hubs, with dining playing a pivotal role in the overall passenger journey.The spokesperson added that partnering with a globally recognised brand such as Popeyes aligns with AMRL’s vision of offering world-class choices to travellers. Mumbai T2, given its scale and passenger mix, was described as an ideal location for the brand’s airport debut. The collaboration, according to AMRL, reflects a continued emphasis on quality, consistency, and global relevance within India’s airport food and beverage ecosystem.
The Popeyes store at Mumbai T2 is now operational and offers both dine-in and takeaway options for domestic and international passengers. Its placement at the airport forecourt positions the brand to serve travellers across multiple journey stages, from pre-departure dining to quick-service meals for those in transit.For Jubilant FoodWorks, which holds franchise rights for several global quick service restaurant brands in India and other markets, the airport launch adds another dimension to its growth strategy. With a network spanning multiple countries and thousands of stores, the group continues to explore formats and locations that align with changing consumer behaviour and travel patterns.
The Mumbai T2 opening also reflects a broader trend in which global food brands are increasingly viewing airports as strategic growth platforms rather than ancillary locations. High passenger volumes, diverse demographics, and extended dwell times have made airports attractive venues for brands seeking visibility and consistent demand.As India’s aviation sector continues to expand and airports evolve into integrated commercial destinations, food brands are recalibrating how and where they engage consumers. Popeyes’ entry into Mumbai’s Terminal 2 places it squarely within this competitive landscape, where dining, discovery, and travel intersect, and where global brands are vying for attention at the country’s most active gateways.
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From Livelihoods to Climate Justice, ISB Presents Six New Volumes Shaping Public Policy Discourse
The six volume series brings together 192 contributors across 102 chapters, combining field level evidence with policy focused research across India
India’s public policy discourse took a significant step forward with the unveiling of six landmark volumes of microstudies in Human Development by the Bharti Institute of Public Policy at the Indian School of Business. Launched in New Delhi on December 21, 2025, the volumes form part of the ongoing BIPP–Routledge series titled Innovations, Practice, and the Future of Public Policy in India, and are anchored under the Platform for Development Research and Communication initiative.
The six volumes collectively bring together the work of 192 authors across 102 chapters, representing a wide spectrum of policymakers, academics, practitioners, and civil society professionals. Grounded in field based microstudies, the research seeks to bridge the often cited gap between on ground realities and policy formulation, offering evidence driven insights across multiple sectors critical to India’s development trajectory.Speaking at the launch, Amarjeet Sinha, IAS retired, Senior Fellow at the Centre for Social and Economic Progress and one of the editors of two volumes, described the initiative as the start of a longer collaborative journey. He noted that the intent behind the series is to build a non political coalition of academics, practitioners, civil society professionals, policymakers, and activists who can collectively contribute to an evidence based voice focused on human well being and social outcomes.
The volumes span diverse but interconnected themes including rural livelihoods, institutional reform, climate action, and social development. One of the key titles, Pathways to Rural Prosperity: Livelihood Interventions and Transformation in India, is edited by Ashwini Chhatre, Associate Professor and Executive Director at the Bharti Institute of Public Policy. He emphasised that the institute remains committed to closing the gap between theory and practice, particularly at a time when misinformation poses challenges to informed decision making. According to him, peer reviewed knowledge produced through collaboration and lived experience plays a critical role in guiding policymakers across regions and sectors.Another volume, Changing Tides: Climate Action and Justice in India, is co edited by Anjal Prakash, Clinical Associate Professor and Research Director at BIPP. Highlighting the scale of the initiative, he acknowledged the collective effort of the series editors and the 192 contributors whose work spans livelihoods, climate vulnerability, and institutional capacity. He observed that the volumes reveal the interconnected threads shaping India’s future, demonstrating how sectoral challenges cannot be addressed in isolation.
Institutional reform and social development form the focus of Reimagining Institutions: Collaborative Pathways to Social Development in India, edited by Aarushi Jain, Policy Director and Head of Government Affairs at BIPP. She described the six volumes as more than a repository of research, noting that they capture human development as it is experienced and practised on the ground. According to her, the work offers a multidimensional roadmap for the future of public policy in India, grounded in evidence rather than abstraction.The launch event featured six thematic panel discussions that explored the findings and implications of the volumes in greater depth. These were complemented by two distinguished panels featuring senior public figures including Jugal K Mohapatra, former Secretary in the Ministry of Rural Development, Government of India, Balveer Arora, Chairperson at the Centre for Multilevel Federalism, Sekhar Bonu, Senior Fellow at NITI Aayog, and Deepak Nayyar, Emeritus Professor at Jawaharlal Nehru University. The discussions reflected a strong emphasis on translating research into actionable policy insights.
More than 250 participants attended the day long event, including researchers and academics from institutions across India, policymakers, and civil society activists. The diversity of attendees mirrored the collaborative ethos underpinning the volumes, reinforcing the idea that effective public policy emerges from sustained dialogue between research, practice, and governance.The six volume series also reflects a broader commitment by the Bharti Institute of Public Policy to make rigorous research accessible. Several of the volumes are intended to be available through open access platforms, enabling wider use by policymakers, development practitioners, and researchers working at different levels of governance.
As India grapples with complex challenges spanning economic inclusion, climate resilience, and institutional capacity, the release of these volumes signals a shift toward deeper engagement with micro level evidence. Featured by Prittle Prattle News, virtuous journalism for a thoughtful world, the initiative underscores the growing role of collaborative, field grounded research in shaping a more informed and responsive public policy ecosystem.At Prittle PrattleNews, featuring you virtuously, we celebrate the commitment and innovation. Led by Editor-in-Chief Smruti Bhalerao, our platform is dedicated to sharing impactful stories that inspire change and create awareness. Follow us on LinkedIn, Instagram, and YouTube for more stories that matter.