Top Trending Advertising/Media News & Highlights
How CTV can prevent repeating the ad errors of linear TV for living room monetization
Connected TV live sports are about to enter a crucial period of recalibration. The medium is plagued by an old broadcast reflex: more advertisements equal more money, despite its promises of scale, accuracy, and living-room supremacy. A fundamental concern for the ecosystem is raised by the growing need to profit from every stop as live matches draw enormous concurrent audiences. To what extent can ad loads be increased before fandom becomes transactional and viewer immersion breaks down? Tolerance is a delicate currency in an environment where control and choice are paramount. This unique research explores what sustainability actually means during live sports by bringing together voices from the CTV, ad-tech, platform, and agency sectors. Beyond simple inventory counts, topics like experience design, temporal intelligence, creative ecosystems, and attention economics are covered. The emphasis is on creating a model where monetization does not come at the expense of loyalty, taking into account factors like the unpredictable nature of live broadcasts and the potential to increase interaction after the final whistle. The fundamental conflict is obvious: how well the ecosystem learns to use the screen, rather than how much advertising it can accommodate, will determine the direction of CTV sports in the future.
Published 24 Feb 2026 05:42 PM
Instamart's viral water gun stunt transforms a Mumbai pani puri booth into a Holi playground.
After a vendor was caught on camera filling puris with a water cannon as part of a festive promotion by quick-commerce company Instamart ahead of Holi, a pani puri stand in Mumbai became the newest social media star. The vendor is shown firing paani directly into the crisp puris in a video that has gone viral on LinkedIn and Instagram, replacing the typical steel matka with colorful water blasters. A large number of office workers, students, and bystanders were drawn to the unique scene, and many of them took out their phones to capture the action. In order to highlight its selection of water weapons on the platform in advance of the festival, Instamart planned the stunt. Videos of the "Holi practice" went viral online, evoking a range of responses from amusing arguments about wet puris to amusement and admiration for the vendor's goal. There are two types of Holi individuals, according to a social media user: The ones that say, "I'll sit inside." And the ones that say, "Give me the biggest water gun." This was obviously designed by Instamart for the second category. "This felt more like a deleted Holi scene from Yeh Jawaani Hai Deewani than a brand activation," another user commented.Water guns have evolved from toys for kids to expensive adult purchases over the Holi season, with many consumers shelling out hefty sums of money for high-performance blasters. This change is reflected in Instamart's Holi collection, which features high-end water pistols with precision and power, such as SPYRA, a German-engineered weapon that has drawn interest from senior citizens worldwide. Other comparable products are Toyshine and NERF water guns, which are currently sold on Instamart.already though the celebration is still a few weeks away, the widely shared scene in Mumbai indicates that Holi purchasing has already started and that this year's puris are already getting practice shots.
Published 23 Feb 2026 05:56 PM
Invideo expands AI-driven filmmaking by acquiring GoBo Labs.
GoBo Labs, an award-winning Indian creative AI company created by Hridaye Ashish Nagpal, Vishal Balsara, and Nishant Tahilramani, has been acquired by Invideo, one of the most significant AI video creation platforms in the world.This acquisition is a strategic move to develop the next generation of Invideo's creative platform with the knowledge of Ailmmakers, who have led the way in AI-Airst storytelling, rather than a foray into agency or production work.GoBo Labs, one of India's first and most inventive AI-powered creative studios, unveiled the nation's first AI-Airst Ailmmaking workAlow, which skilfully combined storytelling, VFX, and animatics with cutting-edge production tools. Their efforts have fuelled notable advertising campaigns for Lux, Vaseline, Gulf Oil, Fabelle, Mahindra, Hindustan Times, and more, solidifying GoBo's position as a pioneer at the nexus of creativity and cutting-edge technology.GoBo's addition to Invideo gives the platform access to a creative force that continuously pushes the boundaries of what is achievable when innovative tools and artistic vision collide.According to Sanket Shah, co-founder and CEO of Invideo, "GoBo has broadened the scope of what creators can accomplish with AI." "When combined with our technology, their creative intuition opens the door to a future where all creators worldwide can access faster, richer, and more accessible storytelling."
Published 20 Feb 2026 12:20 PM
Together, limitless is the audacious new corporate brand identity that Tata Communications has unveiled.
Together, limitless embodies the company's conviction that the most significant advancements are made when knowledge, networks, and collaborations unite to produce results that transcend conventional limits."Together, limitless" embodies the company's conviction that the most significant advancements are made when knowledge, networks, and collaborations unite to produce results that transcend conventional limits.A.S. Lakshminarayanan, MD & CEO, Tata Communications, stated, "Our customers trust us because of the deep expertise we bring and the commitment with which our people deliver every day." "We are defined by that desire. We are currently developing into a more cohesive, forward-thinking business. "Together, limitless" embodies the new Tata Communications, which is based on trust, transformation-driven, and committed to helping our clients do more than they have in the past. The new positioning coincides with businesses rethinking their operations in increasingly intricate, interconnected ecosystems and managing growing demands for responsibility, speed, resilience, and security. This reflects Tata Communications' own change, which includes a greater emphasis on long-term value development, closer customer partnerships, and an expanding worldwide presence."As customers' aspirations have evolved over time, so too has our relevance to them," Lakshminarayanan stated. We have now moved into a new stage of change, enhancing our capacities in operations, sales and marketing, and goods. Organizations are using our Digital Fabric to streamline complexity and spur innovation. Our goal to become more involved in our clients' growth journeys is reflected in our new brand promise.Fundamentally, "Together, limitless" characterizes Tata Communications' interactions with clients, partners, and investors. Today's businesses work in a more complicated environment with larger technology stacks, quicker innovation cycles, and increased demands for speed, security, and resilience. Tata Communications discovered a defining tension through in-depth customer listening: an excessive amount of noise in the technology ecosystem and an increasing demand for integration, clarity, and reliable partnerships.
Published 16 Feb 2026 05:41 PM
Advertising/Media
Advertising and Media are the essential verticals in any country and both goes parallely while deciding any strategy for promotions. Advertising has been segregrated between Online & Offline advertising which has further wings under them whereas the Media is also categorize in Offline which is Traditional Media like TV, Newspaper, Magazine and its Online Media form which is through digital platforms like Websites, Social Media, Video Channels and others.
Animal Sandeep Reddy Vangas political views and craft are equally immature.
Scene after credits: Sandeep Reddy Vanga's Animal is about as irredeemable as they come; it is intellectually bankrupt, morally repugnant, and stylistically incompetent.The film Animal, starring Ranbir Kapoor, is unbearably long. It starts with the protagonist, Ranvijay, marching into his father's steel mill and being literally put on a pedestal. There, he gives a passionate speech about honor and commitment while the business, Swastik Steel, is nicely positioned against a swastika in the background. Ranvijay is furious because his father just made it through a vicious attack. He lifts his right arm in the middle of his diatribe and commands his subjects to take an oath. In just a few minutes, director Sandeep Reddy Vanga's tribute to Adolf Hitler's Nuremberg rallies is over. You're a little taken aback and wonder, "Was this movie made by a child?"In contrast to Vanga's first picture, the effortlessly enraged Kabir Singh, Animal seems to have been made with offense in mind. However, as is often the case, insincerity is easily recognized. People were incensed by Kabir Singh's misogyny mostly because it seemed as though the film was determined to give its disturbed protagonist a free pass. The most provocative scenes are woven into the plot of Animal, a far more stylized and hence more challenging to watch picture, rather than the plot being provocative in and of itself. Ranvijay marches into a school carrying a loaded assault gun, tells his sweetheart to kiss his shoe, and gives a woman a lecture about menstruation. This kind of fake edginess leads to a movie where a phallic machineThe film portrays the natural neediness of its director, which is embodied in Ranvijay's never-ending need for his father's love, who isn't there. In the days after Animal's premiere—this was, after all, the period when he became a superstar—Vanga's principal grievance was that reviewers didn't find the film to be very good. Vanga never referenced Animal's hundreds of crores in earnings, even as the rest of his colleagues used the movie's box office numbers to defend its reckless politics, as if that mattered. He was staring at his Moby-Dick, and he was probably never going to get the critical appreciation that he appeared to realize in real time.And although though Vanga had just recently come to grips with this very likely truth, he was still having fits and insisted that Animal's "craft" should be valued separately from its themes. But let's talk about the filmmaking for the sake of argument. Vanga has refuted claims that he plagiarized Oldboy in Animal's pre-interval action block, but anyone who have watched Park Chan-wook's groundbreaking movie, a modern tragedy about the futility of retribution, would understand Vanga's motivation. Aside from the obvious spectacle of Choi Min-sik slicing through a swarm of foes, what really set Oldboy's iconic corridor battle sequence apart was the meticulously staged single shot that was captured on film.Since then, corridor fight scenes have become more and more prevalent; some of the best imitations can be seen in Marvel's Daredevil and Gareth Evans' The Raid. These two projects seemed to realize that the staging, not the location, was what gave Oldboy's pivotal battle scene its incredible intensity. Conversely, Vanga decides to keep the claustrophobic setting (as well as the axe) but eliminates the element that first gave the scene its unique quality. The action is hacked to pieces, with so many cuts that it would make a butcher blush, as though the director himself took an axe to the film.
After a viral video of a student being beaten went viral, Rahat Fateh Ali Khan responded. When I apologized to him, he began to cry.
In a now-viral video, singer Rahat Fateh Ali Khan is shown beating a man in a room over a "bottle." He explained the incident by saying the man was his apprentice.Speaking candidly, Rahat Fateh Ali Khan discussed a recently circulated video in which he was seen striking Naveed Hasnain with a shoe. Speaking with Adeel Asif on his podcast, the Pakistani artist expressed his regret to Naveed, referring to him as his "protege" or "shagird." He had already addressed the issue after receiving backlash on social media for supposedly physically torturing his protégé.Rahat apologized to Adeel for the incident and said, "I did apologize to him." Saying, "Ustaad ji (Sir), why are you doing this?" he broke down in tears. "Jaise role hota hai, baap ka," remarked the 49-year-old. Shagird ki jarurat hai baap hone ki baap. I am his instructor; humne woh role hi adaa kia hai. I've taken on the part of his dad).He continued by saying that he has been covering the costs of his employee's wedding and medical care for their family. Rahat was shown repeatedly kicking and slapping the worker with his shoe over a "bottle" in the widely shared video. He later clarified that it was "pir sahab ka dum ka paani (holy water)" in response to the many taunts he received.On trolls, Rahat Fateh Ali Khan The Pakistani singer responded to the trolling by saying, "He is my protege, and I accepted that I scolded and trashed him." I apologized afterwards. It was good up until this point, but now people are making fun of it. In actuality, though, he was carrying my holy water. People do not realize how serious the issue is. Since it concerns my spiritual guide, it is a very serious problem for me.Rahat Fateh Ali Khan, identifying the man as his pupil, was shown on the video striking and slapping him. "Where is my bottle?" he continued asking him. Rahat then referred to the event as a "internal matter" involving a boss and his worker. "What you have witnessed in these movies pertains to a dispute that exists inside between a shagird (protege) and a ustaad (master). We give our proteges a lot of praise when they perform well, and we penalize them when they make mistakes. In a different video that included Hasnain and his father, he clarified, "I had apologized to him at the same time."
Overview for 2024 It is expected that the advertising market in India will reach a value of US$15.84 billion.
The Indian advertising industry has had a remarkable resurgence, outpacing forecasts and positioning itself as one of the fastest-growing sectors globally. It emerged as the fastest-growing market in the top 10 in 2023, taking eighth place in the worldwide ad expenditure rankings. Although the digital advertising business was initially predicted to develop at a moderate rate of 8–10% in the fiscal year 2022–2023, it exceeded predictions. Digital ad spending is expected to more than quadruple, reaching US$ 21 billion by 2027–2028, driven by economic tailwinds in 2023–2024.The growth of internet and smartphone users has caused a digital change in India's advertising industry. This has spurred a booming digital ad market that is expected to grow at a 12.3% annual rate to reach US$ 7.9 billion by 2027, according to IBEF. The internet and digital platforms are dominant, yet TV and traditional marketing still have a place. With 30% of advertising spending (about Rs. 8,757 crore or US$ 1.05 billion), social media takes the lead, followed by online video at 28% (almost Rs. 8,319 crore or US$ 1 billion). Display banners make up 16% (Rs. 4,816 crore or US$ 579.2 million) and paid search accounts for 23% (Rs. 6,895 crore or US$ 892.23 million).What's in store for 2024? For long-term business growth, the dynamic Indian digital marketing environment necessitates ongoing awareness of changing trends. According to projections, by 2024, advertising income in India is expected to reach Rs. 394 billion (US$ 5.42 billion). COO of Red Matter Technologies Vaasu Gavarasana, mentor and coach for marketing at T-Hub and IIT Madras, says: "Look for big changes in marketing strategies, especially a rise in TV advertising that is predicted to reach Rs. 394 billion (US$ 4.89 billion) in 2024. Surpassing its international rivals, Out-of-Home (OOH) advertising is expected to expand at an astounding 9.9% CAGR. As with television, the digital sector is expected to make about 38% of India's total advertising revenue. Anticipate a significant increase in spending on social media marketing, driven byFurthermore, in view of the impending interim budget declaration on February 1st, 2024, Red Matter Technologies CEO and co-founder Srikant Rajasekharuni emphasizes that "the proposed tax reduction for digital platform advertising from 18% to a lower rate lies in a potential game-changer." At the moment, there is an 18% tax on digital advertisements, which is far more than the 5% tax on ads in print media. Taking into account the rapidly expanding digital market in India, the Indian budget must review and reduce taxes on digital media in order to promote advertising and further revenue growth.A number of issues will influence the state of digital marketing and advertising in 2024. With 40% of the market, television is expected to dominate the Indian media landscape. Print media, at 13%, and the rapidly growing OTT and gaming sectors, at 8%, will follow closely behind. With a Compound Annual Growth Rate (CAGR) of 24%, the advertising-based video on demand (AVoD) market is expected to grow significantly and reach a substantial US$ 2.6 billion by 2025. This environment is favorable for digital advertisements on these platforms.According to IBEF, 600–650 million Indians are expected to actively connect with short-form videos in the future, devoting 55–60 minutes of their day to this content. India is projected to overtake the US, Japan, and China as the world's four largest TV advertising markets by 2027. Furthermore, by that same year, mobile internet advertising is expected to account for 73% of all online advertising revenue in India, further reshaping the constantly shifting landscape of digital advertising. These advancements herald a new era of interactive marketing and innovation and mark a turning point for digital advertising, affecting companies at all levels. The future seems like a dynamic environment where companies looking to succeed will need to strategically adapt to new trends.
Google parent Alphabets share price drops 6 percentas ad revenue declines and capex increases.
Wall Street was let down by Alphabet on Tuesday when the company revealed that this year it would be spending more on things like servers that fuel artificial intelligence, despite the fact that holiday-season advertising sales fell short of forecasts.After hours trading saw a 6% decline in Alphabet shares. Alphabet's dominant businesses, Google and YouTube, have been up against competition for advertising budgets from other online platforms like Facebook, Instagram, TikTok, and Amazon.com, all against the backdrop of conflicting U.S. economic indications.The company's fourth-quarter ad revenue increased to $65.5 billion from $59.0 billion the previous year, with retail sales being a bright light. Based on LSEG statistics, that fell short of analysts' average projection of $66.1 billion.According to Thomas Monteiro, an analyst at Investing.com, "Alphabet's disappointing ad revenue numbers suggest that corporations worldwide are still uncertain about the pace of interest rate cuts from global central banks."Google, the creator of the technology that laid the groundwork for the current AI boom, is engaged in conflict with two major competitors in the market: OpenAI, the company that created ChatGPT, and Microsoft, which supports it.Microsoft's Azure grew faster in the same period that Google Cloud's revenue exceeded Wall Street forecasts and growth resumed with a boost from AI.Such AI demands significant investments in data centers, servers, and research. Alphabet's capital expenditures surged by 45% to $11 billion, the biggest level in years. During a conference call with analysts, Chief Financial Officer Ruth Porat stated that this year's capital expenditures will be significantly higher than those of 2023.Technology companies have been reducing staff and shutting down non-priority initiatives in order to save expenses. According to Porat, Alphabet anticipates spending $700 million on severance-related costs in the first quarter.Google is giving its ChatGPT competitor Bard access to a potent model suite dubbed Gemini. A agreement to invest up to $2 billion in the well-known AI firm Anthropic was also made, as it attempts to lure clients away from more established cloud rivals Microsoft and Amazon. Additionally, it is giving advertisers control over Gemini to maintain their financial support for Google's search division.However, because ad purchasers may be deterred by geopolitical and economic uncertainties, AI's boost to advertising may still be some way off. Alphabet's AI initiatives are being investigated by the US, and Google is preparing to file an appeal of a significant antitrust lawsuit that it lost. Alphabet reported $20.7 billion in profit for the fourth quarter."BETTER THAN AN AGENT" During the analyst call, Alphabet CEO Sundar Pichai highlighted the advancements made with AI in various areas of the company, such as posing new queries that Google can skillfully handle. Since OpenAI's November 2022 announcement of ChatGPT, which demonstrated to the public how so-called generative AI can create fresh text and graphics with a single command, a frenzy has engulfed the technology industry. The possibility of AI "agents" managing human demands with more autonomy has also increased with advancements.When asked about Google Assistant, the company's digital assistant, Pichai stated that artificial intelligence (AI) "allows us to act more like an agent over time" and "go beyond answers and follow through for users even more." Investor interest in Google Cloud has increased as Alphabet concentrates on artificial intelligence. The segment turned a quarterly profit for the first time last year, but as clients reduced their cloud expenditure, sales growth slowed. While Google has promoted competing technologies, Microsoft has been a formidable foe, integrating AI into its cloud and productivity suite, which has long been adopted by corporations.Pichai informed investors that cloud expansion was being encouraged by generative AI. With $9.2 billion in sales for the most recent quarter, Google Cloud exceeded analyst projections of $8.9 billion. While it was less than the 32% growth in the same quarter last year, cloud revenue growth had resumed its upward trajectory from the previous quarter, reaching 25.7%. Azure, Microsoft's cloud platform, saw a 30% increase in sales, the company announced on Tuesday.LSEG data shows that Alphabet's total revenue for the quarter ended December 31 was $86.3 billion, versus projections of $85.3 billion.
Easy cardio exercises by Malaika Arora to get a flat, toned abdomen
Bollywood’s original yogini, Malaika Arora, also known as the chaiyya chaiyya girl, is renowned for her extreme levels of fitness. Her passion for fitness stems from the fact that she mixes easy-to-do cardio exercises into her regimen. Malaika uses skipping, a great aerobic workout that increases heart health, burns calories, and develops coordination, in her routine. Malaika customizes her exercise regimen to suit her tastes and degree of fitness, and she displays her fitness cards for public viewing every Monday.Her most recent Instagram post demonstrates how she works out cardio first thing in the morning to burn fat and maintain her toned, slender figure. Malaika, who was wearing a yellow short exercise outfit, exuded confidence and encouraged everyone to strive for better personal growth. She captioned her inspirational video, saying, "Always killing it, this one Starting the week off with some fun cardio and a dose of Casper's energy."Here are a few of the cardio workouts she usually incorporates before beginning her exercise program:A fantastic cardiovascular exercise that raises heart rate and improves cardiovascular system function is skipping. This generally strengthens the heart and increases stamina. Jumping rope offers a complete exercise and is an excellent way to burn calories. It helps burn calories quickly, which can help you lose weight and keep it off.Among other muscular areas, jumping jacks exercise the arms, shoulders, core, and legs. This is an intense, full-body workout that increases muscle tone and strength. Exercises like jumping jacks are simple and accessible because they don't call for any additional equipment.Mountain climbers burn calories throughout their ascents because they partake in strenuous physical activity, which aids in weight management and fat loss. The lower back, obliques, and abdominal muscles of mountain climbers are strengthened by their constant use of their core muscles. This enhances the stability and support of the spine and the core.Without any equipment, you can do Russian twists; alternatively, you can use a medicine ball or weight. They can therefore be used and are suitable for at-home training. Russian twists are an effective way to burn calories and get a flat stomach when included in a full workout program.Malaika's go-to workout is the in-and-out activity, sometimes known as jackknife sit-ups or V-ups. They are an effective abdominal exercise that strengthen the rectus abdominis and hip flexors. In-and-outs, like many abdominal exercises, aid in burning calories, which is beneficial for anyone attempting to reduce weight or improve their general physical condition.Pop squats are a great exercise to acquire a flat tummy like Malaika because they mix strength and aerobic elements, which burn calories. Pop squats work the complete body, not only the lower body but also the upper and core during the jumping and landing stages.
Seven developed nations with a 4-day workweek culture
Many offices have now fully opened following the COVID-19 outbreak, and businesses are requesting that their staff members return working from the office. However, many businesses are now allowing a 4-day work week culture, given the convenience of working from home and the work-life balance that many employees experienced during the pandemic. Germany has lately made headlines because it plans to experiment with a 4-day workweek for six months, beginning on February 1, 2024. The purpose of the study is to determine whether the four-day workweek culture that labor unions have proposed will indeed improve employee happiness, health, and productivity.Germany is not the only nation that has opted for a 4-day workweek culture, though. Here is a list of developed nations that have also embraced this.Belgium was the first nation in the European Union (EU) to introduce an optional 4-day work week in 2022. The catch is that, in a 4-day work week, the total number of working hours stays the same as it does in a 5-day work week. There are forty hours of work in a week.The Netherlands has the world's shortest workweeks on average, according to official statistics. There, employees put in just 29 hours a week at work. Despite the absence of official regulations, stories state that individuals in the Netherlands only work four days a week.According to an OECD report, Denmark has the second-shortest workweek, with 33 hours worked. Although there isn't an explicit 4-day work week regulation in Denmark either, most individuals there only work four days a week. Despite their rigorous work ethic, Danes prefer to complete their tasks inside the legal 37-hour work week. The majority of workers depart at around 4 p.m. to pick up their kids and start cooking the evening meal; staying later is discouraged," according to a Denmark.dk article.Australia is doing a trial run of a 4-day work week with 20 enterprises. It states that employers in Australia should anticipate their staff to put in 38 hours a week of work. With the new work arrangement, called the 100:80:100 model, workers can work 80 percent of the hours and still keep 100% of their salary as long as they maintain 100% productivity. There are several models besides 100:80:100. According to a News.com.au report, some companies offer conventional 40-hour work weeks spread over four days, or they let employees work less weeks in exchange for a wage decrease.In 2021, the government of Japan published an annual economic policy urging firms to choose for a 4-day work week in the country, in contrast to the country's rigorous work ethic. Preventing "karoshi," which means "death by overwork," is the goal. Permitting folks to spend time apart from work is another goal. Due to increased spending and family life, which will increase the number of births in the nation—which is greatly required given its aging population—this will assist strengthen the economy. According to sources, the Spanish government intends to spend 50 million euros over the course of three years to test a four-day work week. Approximately 200 Spanish companies are anticipated to take part in it.The United Kingdom went to a 4-day work week in 2022. In accordance with their regulations, participants in the trial run comprised 61 enterprises and more than 300 employees, with the expectation that workers would put in no more than 48 hours each week. With 61 organizations taking part, this was the largest experiment ever, and according to a Bloomberg report, there was a noticeable 65% decrease in sick leaves.According to a Bloomberg article, "when a 4-day work week was implemented, anxiety levels and sleeping problems receded by roughly 20%." This in turn has a favorable impact on the economy as a whole as well as the productivity of workers at work.
Whats fresh on the menu for advertisers Swiggy, Zomato, and additional fast commerce applications
Zomato and Swiggy detect when you use their applications to peruse but leave without making a purchase. Then, very quickly, they entice you with the same discount or deal that you had looked at, using such enticing language that you are forced to complete the transaction. These companies have discovered where you spend your time online, even if you only window shop without making a purchase. So, forget about Netflix and relax, it's time to shop on Zomato or Swiggy.According to Gopa Menon, Head of Digital at Mindshare, South Asia, the practice has grown from its beginnings as a growing trend that was especially aided by the epidemic. "People use these platforms to browse, click, read reviews, add items to their cart, swipe, and make payments with ease."Food delivery, speedy commerce, fast fashion, and other sporadic platforms are becoming more and more popular, and customers are depending on them more and more for their daily necessities. Menon and other experts claim that because these platforms have a large number of users who are actively using them, they have developed into an important and captivating platform for advertisers to interact with their target demographic.Zomato has more than 50 million active users per month, according to data, while Swiggy claims to have more than 40 million users. Furthermore, any brand can reach potential customers with these figures. These platforms have a better chance of becoming recognized as brands are shifting where they spend their advertising budgets. Although Shubham Shrivastava, AVP, D2C Pro, powered by Team Pumpkin, notes that the effectiveness may depend on numerous factors such customer behavior, ad format, product quality, and more, he still finds it fascinating to "witness the growing popularity of these platforms as an advertising space." These platforms give bands access to a sizable user community where they may interact and increase the likelihood that their brand will be recognized.People spend a lot of time these days looking through grocery stores, restaurants, and tracking delivery. This presents another opportunity for marketers to use these areas for advertising material. These areas provide improved user experiences, data-driven insights, and targeted advertising in addition to being accessible to a larger user base. Referring to it as consumer media, Co-Founder and CEO of Shopalyst Girish Ramachandran predicts that this tactic will increase brand value, "especially for its lower funnel marketing initiatives. Despite the fact that Amazon has developed a strong media business and offers self-serve solutions for marketers, other e-commerce companies are catching up and drawing FMCG businesses' marketing spending. Menon thinks that these platforms are definitely becoming more well-known because of their remarkable capacity to precisely target and micro-segment customers.
Media. Monks aren running theye sprinting.
Chief Content Officer Azazul Haque and Chief Operating Officer Kiran Ramamurthy of Media.Monks discuss the agency's achievements.They haven't exactly adhered to the agency handbook. In contrast to most Indian agencies, which initially prioritized revenue from retained accounts over projects and bet heavily on brand communication and conceptualization before attempting production or execution, Media.Monks decided to turn the tables, gradually expanding to cover every aspect of the advertising value chain, albeit from the other end of the spectrum. And it appears to have been a successful approach for the business, as they have now generated over Rs 100cr in income in less than four years since the agency's founding in India.Following a formal launch in the Indian market in early 2020, the company changed its name to Media.Monks, and following the merging of Media Monks and MightyHive in 2021, it became the unified brand of Sir Martin Sorrell's S4 Capital. Despite operating as a single P&L business with 57 offices in 32 countries, Media.Monks India has managed to forge its own identity. Even though Media.Monks India began as a production company combined with a content factory, today just 20% of its earnings comes from production and about 60% from agency work. Retained business already accounts for about 35% of billings rather than project-based ones, and the goal is to increase this percentage to 50–60%.The proud authors of this success story, Azazul Haque, Chief Content Officer of Media Monks, and Kiran Ramamurthy, Chief Operating Officer of Media Monks, tell us in this talk that almost 80% of Indian business is made possible by "Local Heroes," or small firms. Nevertheless, several of the company's most esteemed international clients, like Google and BMW, use India as a development and deployment hub. Reputable brands from the India repertory include, to mention a few, ONDC, Xiaomi, HP, Tata Tea, Bajaj, Amazon, and Booking.com. With an arsenal full of weapons, Ramamurthy is optimistic that Media. Monks India will contribute significantly to the worldwide firm revenue in a few years. Haque continues by saying that when
Zee-Sony merger: NCLT issues notice to Sony to file reply in three weeks
The National Company Law Tribunal (NCLT) on Tuesday accepted a petition by a Zee Entertainment shareholder seeking the merger of its Indian entity with Sony, which was called off last week despite regulatory approvals.The Mumbai-bench of NCLT issued a notice on a petition moved by Mad Men Film Ventures, a shareholder of Zee Entertainment Enterprises (ZEEL), directing Sony Pictures Network India, now known as Culver Max, to file a reply within three weeks.Mad Men Film Ventures on Tuesday filed the petition requesting both ZEEL and Sony to implement the merger as it was approved by the NCLT in August 2023.The tribunal did not agree to the arguments made by the counsel stating that the approval by NCLT was conditional and depended on various conditions, which may be fulfilled or waived off in writing. Last week, the Sony Group Corp called off the merger with ZEEL following a stalemate over who will lead the merged entity.NCLT has kept the next date of hearing on this matter on March 12.The deal stipulated that the merger was to be completed before December 21, 2023, including regulatory and other approvals with a grace period of one month to complete the transaction.This merger could have otherwise created a $ 10 billion media enterprise in the country. The National Company Law Tribunal (NCLT), on Tuesday, accepted a petition filed by a shareholder of Zee Entertainment seeking the merger of Zee Entertainment's Indian entity with Sony, a move that had been called off last week despite obtaining regulatory approvals.The NCLT Mumbai bench issued a notice regarding a petition filed by Mad Men Film Ventures, a shareholder of Zee Entertainment Enterprises (ZEEL) directing Sony Pictures Network India, currently known as Culver Max, to submit a reply within a three-week timeframe.On Tuesday, Mad Men Film Ventures submitted a petition urging both Zee Entertainment Enterprises (ZEEL) and Sony to execute the approved merger, which was sanctioned by the NCLT in August 2023.
NTPC Q3 results: Profit up 7% at Rs 5,208 cr, income falls to Rs 43,574 cr
State-owned power giant NTPC on Monday reported over 7 per cent rise in consolidated net profit to Rs 5,208.87 crore for the December 2023 quarter, aided by energy sales through trading. Its net profit stood at Rs 4,854.36 crore in the year-ago period, a BSE filing said. The total income fell to Rs 43,574.65 crore in the quarter from Rs 44,989.21 crore in the same period a year ago.The company's expenses rose to Rs 38,782.22 crore from Rs 37,007.51 a year ago. "Revenue from operations for the quarter and nine months ended 31 December 2023 include Rs 2,117.12 crore and Rs 7,012.90 crore, respectively (Previous quarter and nine months Rs 1,984.92 crore and Rs 6,039.14 crore, respectively) on account of sale of energy through trading," the filing said. The Board of Directors of the company has also approved a second interim dividend of 2.25 per share (face value of Rs 10 each) for the financial year 2023-24 in their meeting held on January 29, 2024. The date of payment/dispatch of the dividend shall be February 22, 2024. The Board had declared the first interim dividend of 2.25 per share (face value of Rs 10 each) for the financial year 2023-24 in their meeting held on October 28, 2023, which was paid in November 2023.The average tariff of the company was Rs 4.57 per unit during April-December this fiscal compared to Rs 4.96 per unit a year ago.The gross electricity generation of NTPC increased to 89.467 billion units (BU) during the third quarter against 78.646 BU in the year-ago period. Coal output increased to 8.09 MMT in the quarter from 5.35 MMT a year ago. Its production also increased during April-December this fiscal to 19.92 MMT from 13.75 MMT.Plant load factor or capacity utilisation of coal-based thermal power plants improved to 75.95 per cent in the quarter from 68.85 per cent a year ago.Domestic coal supply improved to 60.23 MMT in the October-December quarter over 52.45 MMT in the same period last fiscal.Gas consumption improved to 2.26 MMSCMD from 1.13 MMSCMD. Imported coal supply stood at 2.15 MMT in the quarter against 1.57 MMT a year ago.NTPC Group's installed power generation capacity stood at 73,874 MW as of December 31, 2023.
NDTV posts Q3 loss as advertising woes persist
New Delhi Television Ltd (NDTV), part of the billionaire Gautam Adani-led Adani Group, reported a third-quarter loss on Tuesday, as businesses cut back on advertising spending.Companies diverted advertising spends to the cricket world cup during the quarter, hurting broadcasters that were unaffiliated with the tournament. Advertising is the biggest source of revenue for a broadcaster.NDTV's consolidated net loss stood at 95.5 million rupees ($1.2 million) in the three months to Dec. 31 against a profit of 25.9 million rupees a year earlier. Weak advertising spends have been hurting the news network, which posted its fifth straight revenue drop in the December quarter.Revenue fell 7% to 979.5 million rupees, while expenses climbed one-fourth on a nearly 35% jump in production expenses and cost of services.Another competitor Zee Entertainment, embroiled in conflicts related to its failed merger with Sony's India unit and licensing rights with Disney, will report next month.Rival TV18 Broadcast had posted a quarterly loss earlier this month.NDTV had posted a profit in the September quarter, and profit had last risen in June 2022.The Adani Group had taken control of the news network from its founders in December 2022.
The state governor has appointed Sanjay Shukla (IAS: 1995: MP) as PS.
The Madhya Pradesh government reorganized its administrative structure, assigning new assignments to eighteen IAS officers and giving thirteen others more responsibility in different departments.On Sunday, the Madhya Pradesh government reorganized its administrative team, giving 18 IAS officers new assignments and giving 13 other officers greater duties in a variety of departments.This is a list of the officers that have been given new duties. The announcement states that Manu Srivastava, Additional Chief Secretary (ACS) for Technical Education, will take over as the ACS of the Energy Department. Sanjay Shukla, the Public Health Engineering Department's current Principal Secretary (PS), has been assigned to the governor of the state. Sukhbir Singh, the incoming PS of Food Processing and Horticulture, will be replaced as Principal Secretary of the Public Works Department (PWD) by DP Ahuja, the outgoing PS to the Governor.The Jail Department's Principal Secretary is now Manish Rastogi. The Tribal Affairs Department's Principal Secretary is now E Ramesh Kumar. In addition, he now holds the additional responsibility of Commissioner of the Department of Religious Trusts and Endowments and the Department of Tribal Affairs. The commissioner of higher education will be Nishant Varwade. Dr. Ramrao Bhosle is now the Commissioner of the Social Justice and Empowerment of Persons with Disabilities Department, having previously served as the Commissioner of the Women and Child Development Department.Sophia Farooqui Wali, a commissioner of the Khadi Village Industries Board, has been appointed to the position of commissioner for the Department of Women and Child Development.Manish Singh, the former commissioner of public relations, has been appointed to the position of Registrar at the Madhya Pradesh State Consumer Redressal Disputes Commission. The Water and Land Management Institute's (Walmi) new director is Tarun Rathi. Saurabh Kumar Suman has been appointed as the Department of Backward Class and Minority Welfare's Director/Commissioner. The position of Managing Director at the Handicrafts Handloom Development Corporation and the Madhya Pradesh Khadi Village Industries Board has been filled by Mohit Bundas. The position of managing director at Women Finance and Development Corporation has been awarded to Nidhi Nivedita.The department of minority welfare and backward classes has appointed Kumar Purushottam as deputy secretary. The department responsible for Free Nomadic and Semi-Nomadic Tribes now has Neeraj Vashishtha as its director. Deputy Secretary of the Forest Department Kishore Kanyal, the collector who was fired for verbally abusing the driver in Shulajalpur, has been promoted.
The Energy Department has appointed Manu Srivastava (IAS: 1991: MP) as Additional Chief Secretary (ACS).
New Delhi: The recently established government of Madhya Pradesh started the transfer of eighteen Indian Administrative Service (IAS) officers in a significant bureaucratic reorganization. Manu Srivastava, who is well-known for his contributions to the energy industry, has been promoted to Additional Chief Secretary in the Department of Power and Renewable Energy, one of the major changes. Prior to his noteworthy involvement in the field of renewable energy, Manu Srivastava was instrumental in guaranteeing his state's uninterrupted electricity supply. His previous work in the Indian government entailed managing natural gas affairs, demonstrating the breadth and depth of his administrative knowledge.Manu Srivastava, who holds an IIT-Delhi degree in Electrical Engineering, adds thirty years of expertise to his new role, including an impressive fifteen years in the energy industry. Notably, he oversaw the ground-breaking 750 MW Rewa Project, which broke grid parity and won the President's Award from the World Bank Group. This project was a turning point in India's solar energy history.The only other project in India that serves an institutional clientele is the Rewa Project, which provides electricity to Delhi Metro. The project's case study has received recognition on a global scale and is being taught at Singapore Management University and Harvard University courses.Apart from his accomplishments in large-scale solar projects, Manu Srivastava has been instrumental in putting solar rooftop initiatives into action with the lowest prices in the nation. He is currently working with NITI Aayog to bring solar rooftop projects to healthcare facilities around the country without receiving funding from the government or beneficiaries.Prior to his noteworthy involvement in the field of renewable energy, Manu Srivastava was instrumental in guaranteeing his state's uninterrupted electricity supply. His previous work in the Indian government entailed managing natural gas affairs, demonstrating the breadth and depth of his administrative knowledge.
Its vital to explore, travel, and engage with the wide world of food firsthand.Chef Kunal Kapur
Despite being made fun of for spending time with street sellers, chef Kunal Kapur claims he wanted to learn from those who prepare meals on a regular basis.One of the first things you notice about chef Kunal Kapur, a die-hard foodie and Delhi guy at heart, is his brilliant smile. In addition to being a judge on MasterChef India, the judge has a large social media following and works as a restaurant, author, digital artist, and culinary aficionado.This January, we celebrated National Oatmeal Month. The chef shared with us some of his favorite memories and explained how he travels the world to constantly reinvent himself.I don't think the curriculum was bad; I think it was just constrained. There isn't a single book that can include all of culinary knowledge. I think it's vital to get out there, explore, and discover the wide variety of foods available to us.Chef and restaurateur Kunal Kapur, a celebrity from Delhi, is well-known in the culinary world. His role as judge and co-host of the well-liked TV program MasterChef India is well known. He was also asked to judge with Gordon Ramsey in the MasterChef America semifinal. In a more recent development, the Indian Ministry acknowledged him for providing German Chancellor Angela Merkel and Prime Minister Narendra Modi with satvik food in Bangalore.During the lockdown brought on by the pandemic, cooking has really taken off. A ton of individuals have been sharing videos and images of the food they have prepared online. Do you think the pattern will hold even after everything has ended? There won't be as many people cooking in the kitchen when everyone gets back to work, but the great thing about cooking is that if you enjoy it, you'll probably want to attempt it again—at least on special occasions or days off.In addition, I observe a trend where chefs who were laid off due to the lockdown are using social media to instruct and cook. The coolest trend right now is having celebrity chefs share their recipes, tips, and techniques with the public.Which meal brings back memories of your early years? My childhood home was situated close to two halwai stores. I therefore associate barfi, lassi, pakore bhature chole, and samosa with chutney with happy childhood memories. Additionally, I always look forward to my mother's food. Which food has influenced you the most? I've learned a lot over the process of visiting new places, getting to know new people, researching regional cuisine, and sampling it. Almost every month, I visit a different location in India, mostly for research on the subtleties of the local food. Indian ethnic cuisine, in my opinion, is still confined to Indian homes. Thus, my quest for understanding
In the What The Hell Navya season 2 teaser, Jaya Bachchan declares that romance is out after marriage, while Navya Nanda and Shweta Bachchan reveal shocking information.
On February 1, Navya Naveli Nanda's podcast "What The Hell Navya," which stars mom Shweta Bachchan and grandma Jaya Bachchan, will return for a second season. This time, Navya's YouTube channel will have a video format in addition to their raw chats. The trio is prepared to reveal some information after the teaser was made public today. This season, there's an additional special guest.The Facebook page shared the preview and stated, "On VIDEO, three of our favorite girls are back! This time, our talks really come to life, giving you an up-close look at candid discussions, a ton of laughs, and obviously a lot of "What The Hell's"! A VODCAST for the NEW SEASON of #WhatTheHellNavya! weekly live streams on @NavyaNanda's YouTube channel starting on February 1st.Additionally, Jaya spoke candidly about romance after marriage, stating, "Romance out of the window." Once married, it will no longer be. Navya remarked, "You are sounding like the man in this room," after Shweta declared that she was aware of everything that went on in her house.According to Jaya Bachchan, "physical attraction" plays a crucial role in relationships. Furthermore, she stated that she has no issues if Navya Naveli Nanda decides to have a "child without a marriage."According to seasoned actor Jaya Bachchan, "physical attraction" is crucial to a relationship's longevity. In an interview with her granddaughter Navya Naveli Nanda for her podcast, What The Hell Navya, Jaya added that "we couldn't experiment" in "our times." Jaya described the physical component as "very very important" and stated that "love, fresh air, and adjustment" are necessary for a relationship to continue. She added that Navya Naveli Nanda's having a "child without a marriage" doesn't bother her."It will seem strange coming from me, but physical attractiveness and compatibility are also very important," Jaya remarked. We were not allowed to experiment in our day, but the current generation is, and for good reason. Since a durable relationship is also a result of that. It won't survive long if there isn't a physical relationship. I feel that you cannot survive on love, fresh air, and adjustment. It's crucial, really crucial.""Sometimes it's unfortunate, but a lot of the younger generation—of course, we never could, we couldn't even consider it—but even after me, Shweta's and Navya's generations are a different story. They would feel bad about going through it, and I believe that's just wrong. It's alright, and you proceed covertly. The seasoned actor continued, "You can be nice about it if you had a physical relationship and you feel that my relationship hasn't worked out despite that."Jaya also discussed the guidance she gives the next generation. "I'm looking at it very clinically," the woman stated. Given the absence of that feeling, the romance of today...You ought to wed your closest friend, in my opinion. Having a close friend is important. You should talk to them and decide that you'd like to have a child together because you're wonderful and let's get married since that's what society says. It actually doesn't bother me if you have a child without getting married either."Jaya spoke with Navya and her daughter Shweta Bachchan about her opinions. She is the eldest child of Jaya and her actor spouse Amitabh Bachchan. Following their 1973 marriage, they had two children: actor Abhishek Bachchan (1976) and actress Shweta (1974). The next film directed by Karan Johar is Rocky aur Rani Ki Prem Kahani, in which Jaya will star. Shabana Azmi, Dharmendra, Alia Bhatt, and Ranveer Singh are also featured in the movie. In 2023, the movie will be released.
Bigg Boss 17 champion Munawar Faruqui says he experienced mental breakdowns in the house and grieved every night. "This trophy has cost me a lot."
Munawar Faruqui, the winner of Bigg Boss 17, revealed in an exclusive interview that he has a lot of things to address now that the show is done and that being in the house had a toll on him.Last night, Bigg Boss 17 came to an end with the announcement of Munawar Faruqui as the winner. Along with a brand-new automobile, the stand-up comic also brought home prize money of Rs 50 lakhs. Salman Khan declared Munawar the Bigg Boss 17 winner after she defeated Abhishek Kumar. The outcome has thrilled supporters, but the festivities at Munawar's Mumbai residence, Dongri, have exceeded expectations.Munawar talked to Indiaxpress.com shortly after he was named the Bigg Boss winner. He discussed his journey, how his personal life was dragged on the show, the drama involving Ayesha Khan, and whether or not he hopes to settle down now.Munawar Faruqui, the winner of Bigg Boss 17, has reacted to allegations that the winner of this season was "fixed." The stand-up comedian was asked how he felt about people labeling him a "fixed winner" during an interview with ETimes. He stated that those who are accusing him of being the "fixed winner" ought to watch the entire season in order to learn just how much "scrutiny" he endured. He added that, before to Bigg Boss 17, he would have wished to alter people's "perceptions" of him, but that, at this point, he is aware that he "cannot change their opinion."Munawar Faruqui responded, "Yaar fixed winner ko itna sab go through karna pade toh it can't be a fixed winner (If one has to go through so much scrutiny as a supposed fixed winner, then it can't truly be a fixed winner)," when asked about the Bigg Boss 17 winner being fixed. Everything would have been placed on a plate for me if I had been the fixed winner. The entire season serves as evidence that I have put in a lot of hard work and have nothing to show for it. Those who call me a fixed winner should just wait and watch the entire season to see that it wasn't rigged, is my response to them.""Having said that, people can experience that feeling because, when you have a large following and participate in reality shows, many things are at risk and you may lose some things," he continued. You put up your best effort if you want to win. I believe that I won due of people's affection, but I am unable to influence the minds of those who call me the fixed winner. Mujhe lagta hai ki pyaar hai logon ka. Perhaps I would have wanted to alter people's perceptions before joining Bigg Boss, but I now feel like I can't affect everyone."Munawar Faruqui's victory on Bigg Boss Actor Abhishek Kumar, the first runner-up, has been trending on X (previously known as Twitter) ever since Munawar Faruqui's Bigg Boss victory. Some Bigg Boss watchers believe Abhishek deserved the trophy more than Munawar did. Reports, however, indicate that Munawar may have won the prize by a significant margin in the vote. On Bigg Boss 17, actors Mannara Chopra and Ankita Lokhande placed third and fourth, respectively. Another YouTuber in the top five was Arun Mahashetty.Munawar received the Bigg Boss 17 trophy, a brand-new, fancy car, and a substantial cash award of ₹50 lakh as part of her victory. It's interesting to note that Munawar won a reality show twice, having previously won Lock Upp season 1 in 2022. After actor-host Salman Khan announced Munawar as the winner of the Bigg Boss 17 grand finale on Sunday, Abhishek offered her a firm embrace. After the victor was declared, Abhishek was also spotted hugging Salman and placing his hands on his feet. "Excellent performance, Abhishek," Salman complimented the actor.
Asian refiners anticipate a boost in demand for jet fuel in 2024 from travel to China and Southeast Asia.
Asian refiners are betting that air travel from China and Southeast Asia will continue to rebound in 2024, with supply movements being led by output from a wave of new Middle East capacity, according to dealers and analysts. In the third quarter of 2023, the number of domestic flights in China exceeded that of 2019; nevertheless, the increase in foreign traffic has been slower to occur but is still increasing.Demand levels will also be determined by a wobbly post-pandemic rebound in southeast Asia, where traffic hasn't yet returned to 2019 levels owing in part to poor flows from China. According to data from consultancy FGE, the total demand for jet fuel in Asia is expected to increase by 20% yearly in the first half, reaching 2.36 million barrels per day (bpd).Average jet fuel/kerosene margins, or "cracks," are expected to contract in Asia by 2024, with rising oil prices possibly as a result of tensions in the Middle East. Shenglan Niu of Rystad predicts cracks to average $16.70 per barrel, while Priti Choudhary of Wood Mackenzie predicts $20.60. The estimated 2023 margins for LSEG were $24.60 per barrel. Observe the following variables in 2024:China's Comeback The third quarter saw a sluggish but steady recovery in China's foreign air travel following the lifting of pandemic restrictions, thanks in part to more flights on longer-haul routes to destinations like Australia and the US. Shenglan Niu, senior oil analyst at Rystad Energy, projects that in the first half of 2024, China would account for half of the growth in jet fuel consumption in Asia year over year, or about 263,000 barrels per day. According to Jefferies analysts, China's foreign flight numbers are expected to reach at least 71% of 2019 levels for the first quarter. According to FGE experts, that percentage will probably increase from an average of 50% to as high as 85% by year's end.shaky southeast According to flight data from OAG, however, capacity for both domestic and international flights in Southeast Asia still trails behind 2019 levels, despite a 34% increase in international seat capacity in January. International tourism has been particularly sluggish to return to Thailand, Vietnam, and Singapore, while the demand for business travel has been reduced by the growing use of videoconferencing, according to FGE experts. As a result, the demand for jet fuel in Asia is expected to reach 2019 levels only in the fourth quarter. "Since the beginning of 2023, foreign tourist arrivals in Thailand have remained stable at 65-70% of 2019 levels due to a gradual resurgence of Chinese tourists," according to FGE. Thailand, Indonesia, and Singapore are expected to lead the region's expansion; Singapore alone accounts for around 46,200 bpd of the region's annual first-half demand rise. ADDITIONAL SUPPLIES DEPEND ON REGRADE, MID-EST According to Wood Mackenzie's Choudhary, global jet fuel supply is predicted to roughly match the growth in demand for 500,000 barrels per day in 2024, outpacing that of diesel and gasoline. This will encourage refiners in Asia and the Middle East to shift yields towards jet fuel. Regrade spreads, or the premiums on gasoil paper swaps compared to jet fuel, reached five-year highs in November of last year, which forced sellers to give jet fuel production priority. Refineries in Bahrain, Duqm, and Al Zour are expected to increase their output, which will contribute to an incremental increase in supplies, according to Choudhary. Kpler data indicated that Al Zour can generate up to 106,000 bpd of jet fuel or kerosene at full capacity. In 2023, about 46,000 barrels per day of fuel were exported. The Duqm of Oman
Snowfall boosts Kashmirs tourism, drawing crowds to Gulmarg and Sonamarg
Snowfall in Kashmir makes visitors and tourism industry participants in Gulmarg and Sonamarg happy.Snowfall in Kashmir has lifted spirits in the travel and tourism sector, igniting happiness among travelers and locals associated with the travel industry.The lack of a big snowfall over the past few months has damaged the sector, with many would-be tourists canceling their plans and tour companies receiving little to no inquiries.The lack of snowfall has resulted in a decrease in the number of tourists visiting the valley, which is unusual given the popularity of destinations like Gulmarg. This has concerned the region's tourism stakeholders.But the snowfall at Chilla-i-Kalan's fag-end, a 40-day severe winter period when the likelihood of snowfall is highest and most often, has cheered both travelers and tourism industry participants.At the resorts of Sonamarg and Gulmarg, hundreds of visitors—including kids—have been taking advantage of the snowfall."After looking at the weather, we decided to postpone our trip, even though we had tickets for January 23. On January 25, we arrived, and we were fortunate to witness the snowfall. Sonamarg was the first place where we saw snowfall, then Gulmarg followed suit. Aninda and Deotima, a tourist couple from Kolkata, exclaimed, "We are so happy to be here," at Gulmarg.They claimed that after snowfall, Kashmir truly appears to be a paradise. After the snowfall, Maharashtra visitor Mohammad Imran claimed he went back to the Gulmarg resort."Two days ago, the earth appeared empty and there was nothing." By God's goodness, snow has fallen, and we are happy to be here. We returned from Srinagar when we heard there was snowfall in Gulmarg," he remarked.Aryan, a teenage traveler from Bangalore who traveled to Kashmir with his sister and parents, described the experience as wonderful. "It feels wonderful. He remarked, taking in the snowfall, "It looks like heaven."At Sonamarg, Ankit Makane, one of a group of fifteen tourists from Mumbai, relished playing in the snow. It actually does feel like heaven. Kashmir is incredibly gorgeous, and the locals are truly remarkable. We had a great time," he remarked.Not only have the tourists been cheered up, but the snowfall has also made the local tourism industry happy. We are grateful for the snowfall. In addition to increasing tourism, it is essential for survival, thus we are extremely glad about it, according to Parvaiz Ahmad, a local Gulmarg tourism service provider. Another stakeholder, Abdul Rashid, stated that although the recent two months' protracted dry period had impacted the earnings of private service providers, the snowfall has been a godsend. "There hasn't been much work over the last two months. Snowfall has brought in more visitors, and snow-related events have begun, according to Rashid.When there was no snowfall at well-known tourist destinations like Sonamarg and Gulmarg, visitors would flock to locations like Sinthan Top, which connects the Anantnag region with Kishtwar and is blanketed in snow for the majority of the year. Authorities have, in the meantime, cautioned visitors and residents going to Sonamarg and Gulmarg. Due to the slick conditions following snowfall, they have stated that only 4X4 vehicles and those equipped with anti-skid chains would be permitted to proceed towards Gulmarg and Sonamarg.The Meteorological Department has predicted that there will likely be light to moderate rain or snow in various areas of the Union Territory during the next two days, with the likelihood of heavy snowfall in a few higher reaches, including the districts of Kupwara, Bandipora, Baramulla, Ganderbal, Shopian, Kulgam, and Anantnag.