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ChanaJor OTT Founder Pratap Jain Shares How Micro and Mid Creators Are Powering Movie Marketing at Scale India’s film marketing playbook is undergoing a structural transformation as creator-led digital ecosystems emerge as the primary drivers of discovery, engagement, and cultural relevance. Across platforms and meme communities, creators are no longer simply amplifying movie promotions—they are shaping how films enter everyday conversation. According to ChanaJor OTT, creator-driven movie conversations in India now operate at a massive scale, generating millions of posts and billions of cumulative impressions annually. This reflects a decisive shift away from trailer-first marketing towards participatory, community-led discovery models. “Creator-driven movie conversations in India have reached mass scale, running into millions of posts and billions of cumulative impressions annually across Instagram, YouTube Shorts, Moj, ShareChat, and meme ecosystems. This volume reflects a clear shift in audience behaviour—from passive consumption of trailers to participatory discovery, where audiences engage through memes, reactions, recreations, reviews, and cultural commentary. Movies today don’t trend because they are announced; they trend because creators make them part of everyday digital conversations, especially in vernacular and hyperlocal contexts,” says Mr. Pratap Jain, Founder and CEO, ChanaJor OTT. The shift has been accelerated by sheer content volume. With more than 1,500 films releasing every year across languages, reliance on celebrity-led promotions is proving increasingly inefficient and difficult to scale. “With 1,500+ films releasing every year across languages, celebrity-led promotions alone are no longer scalable or sufficient. Distributed creator networks have effectively become the baseline marketing layer—not an add-on. Instead of one high-cost celebrity pushing a uniform message, brands and studios now activate hundreds of creators across genres, languages, and cities, ensuring sustained visibility before and after release. At ChanaJor OTT, especially for emerging or digital-first content, creator-led discovery often outperforms celebrity bursts in terms of recall, relatability, and cost efficiency,” Jain notes. From a performance lens, micro and mid-sized creators are emerging as the most influential cohort. Together, they now drive over half of all movie-related posts and engagement, largely due to their credibility, posting frequency, and cultural alignment with audiences. “Micro and mid-sized creators now drive over 50% of movie-related posts and engagements because they operate with trust, frequency, and cultural proximity. Their audiences view them as peers rather than promoters, which results in higher engagement rates, stronger comment sentiment, and organic sharing. Unlike limited high-profile collaborations that peak quickly, a network of smaller creators sustains momentum across weeks—critical for films competing in crowded release windows,” he adds. Marketing strategies are also evolving towards modular, data-led creator spends, with a growing emphasis on regional and hyperlocal ecosystems. Tier 2 and Tier 3 markets, in particular, are proving decisive in building early traction and word-of-mouth momentum. “Modern movie marketing is shaped by modular creator spends, where budgets are distributed intelligently across regions, languages, and creator tiers. Regional creator ecosystems—especially in Tier 2 and Tier 3 cities—play a decisive role in early traction and word-of-mouth, often determining whether a film breaks out nationally. City-wise engagement patterns allow marketers to identify where content is resonating culturally, not just numerically, enabling real-time optimisation. For platforms like ChanaJor OTT, this approach helps build cultural relevance before scale, ensuring films feel discovered, not advertised,” Jain says. As the Indian entertainment industry becomes more cost-conscious and performance-driven, ChanaJor OTT believes creator-led marketing will continue to move from an experimental tactic to a foundational layer of film promotion—particularly for digital-first and emerging content competing in crowded release windows. -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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This fortnight, step into the new year with BookMyShow Stream as January settles into its stride. Marked by fresh beginnings and a renewed sense of momentum, this curated line-up invites you to escape into striking worlds filled with romance, action and breathtaking adventure, the perfect cinematic companion for the opening weeks of the year. Leading the month is The Travellers, a heartfelt drama directed by Bruce Beresford, following Stephen Seary as he returns to Australia to bid farewell to his dying mother. As family tensions surface, the journey unfolds into a moving blend of chaos, warmth and humour, tracing his path back to Europe for an opera contract. The magic intensifies with Wicked: For Good, directed by Jon M. Chu. The film explores Elphaba’s transformation into the future Wicked Witch of the West and her evolving relationship with Glinda the Good Witch of the North, continuing the epic two-part cinematic adaptation of the beloved Broadway musical. Users can buy or rent and pay to watch any of the content that they like and just that! So, get set to dive into an unreal viewing experience with an incredible line-up of entertainers on BookMyShow Stream. BookMyShow Stream Recommends Movie Premiere Date Genre Trailer Director Cast The Travellers January 6, 2026 Drama The Travellers Bruce Beresford Indy, Shane Jensen & Arielle Friedman Wicked: For Good January 9, 2026 Family, Fantasy, Musical & Romance Wicked: For Good Jon M. Chu Kikunosuke Toya, Shiori Izawa & Tomori Kusunoki Privileged/Confidential Information may be contained in this message. If you are not the addressee indicated in this message (or responsible for delivery of the message to such person), you may not copy or deliver this message to anyone. In such case, you should destroy this message and kindly notify the sender by reply email. Please advise immediately if you or your employer does not consent to email for messages of this kind. Opinions, conclusions and other information in this message that do not relate to the official business of WPP 2005 Ltd. shall be understood as neither given nor endorsed by it.

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Avro India Leads Waste-to-Wealth Shift with India’s Largest Flexible Plastic Recycling Unit New Delhi, January 8, 2026: Avro India Limited, a leading manufacturer of plastic-moulded furniture, is set to address one of India’s most complex environmental challenges—recycling difficult-to-process plastic waste—with the launch of its state-of-the-art greenfield recycling facility in Ghaziabad. Operating under AVRO Recycling Limited, a 100% owned subsidiary of Avro India Limited, the facility houses India’s largest flexible plastic recycling plant, with a current processing capacity of 500 metric tonnes per month (MTPM). The capacity is scheduled to scale up to 1,000 MTPM by Q4 of FY 2025–26. The capital expenditure invested in the recycling plant stands at Rs 25 crore as of date, with plans to invest an additional Rs 30 crore by FY 2027. As part of its long-term sustainability vision, the company also plans to expand pan-India through future greenfield recycling projects. Founded in 2002, Avro India Limited has consistently delivered durable, high-quality, and affordable plastic-moulded furniture to households, businesses, and institutions across India. Today, the company enjoys nationwide prominence and is listed on both the NSE and BSE. Avro has built one of India’s most extensive distribution networks, comprising over 30,000 retailers, supported by more than 300 distributors across 24 states. Historically, difficult-to-process plastic waste—such as cement bags, salt bags, sugar bags, putty bags, and calcite packaging—was considered largely non-recyclable and was either downcycled or handled by the unorganised sector. After more than three years of intensive research, trials, and technological innovation, Avro has developed a proprietary system capable of upcycling such complex plastic waste at scale, enabling the responsible processing of nearly 1 million metric tonnes per annum (MTPA) of such waste generated in India. The recycled granules produced at the facility are fully utilised in the manufacture of high-value end products, including plastic furniture, air coolers, washing machines, automotive components, and other industrial and consumer applications. These granules are available at up to 40% lower cost than virgin plastic, while meeting stringent technical and durability standards—helping manufacturers remain cost-efficient, compliant, and environmentally responsible. With the implementation of Extended Producer Responsibility (EPR) norms by the Government of India—mandating the use of at least 30% recycled plastic content in rigid plastics—brand owners are facing a significant supply gap of high-quality recycled raw materials. Addressing this challenge, Avro India has emerged as the largest and most reliable organised player in the flexible plastic recycling space, offering consistent volumes at industrial scale. Commenting on the development, Mr. Sushil Kumar Aggarwal, Chairman and Whole-Time Director, Avro India Limited, said“India’s plastic challenge cannot be solved through fragmented efforts. It requires scale, technology, and intent. At Avro, we have invested years of research to build a system that converts complex plastic waste into valuable raw material. Our vision goes beyond recycling—we are building a nationwide ecosystem that transforms waste into opportunity while protecting our planet.” Looking ahead, Avro India is developing a pan-India network of ‘mother and baby’ recycling plants, aimed at decentralizing waste processing and accelerating India’s transition to a circular economy. Through innovation, scale, and collaboration, the company aims to play a defining role in positioning India as a global leader in sustainable plastic management.

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Gujarati Classic ‘Desh Re Joya Dada Pardesh Joya’ Returns to Theatres on January 9, 2026 in 4K restored version Ultra Media Celebrates Gujarati Cinema Legacy with Theatrical Return of Desh Re Joya Dada Pardesh Joya Mumbai/Ahmedabad, 8 January 2026: A story that defined an era is set to return to where it truly belongs: the big screen. The iconic Gujarati film Desh Re Joya Dada Pardesh Joya is re-releasing in theatres on January 9, 2026, inviting audiences to relive the emotions, music and cultural resonance that made it one of the most celebrated milestones in Gujarati cinema. The theatrical re-release is part of Ultra Rewind, an initiative by Ultra Media & Entertainment that brings landmark and culturally significant regional films from its vast library back to cinema halls. As part of its re-release, the film has undergone a meticulous 4K restoration process, bringing improved picture and sound quality while preserving its original cinematic essence. Originally released in 1998, Desh Re Joya Dada Pardesh Joya went on to create box-office history, earning approximately ₹22 crore during its original theatrical run which was an extraordinary achievement for Gujarati cinema at the time. The film emerged as one of the highest ticket-selling Gujarati films of its era, restoring audience confidence during a challenging phase for the regional film industry and reaffirming the power of emotionally rooted storytelling. Starring Hiten Kumar and Roma Manek, the film remains a benchmark for performance-driven storytelling in Gujarati cinema. Directed and produced by the late Govindbhai Patel, the film struck a deep emotional chord through its culturally rooted narrative. It follows the poignant journey of Ram and Radha childhood companions separated by family conflict and circumstance exploring themes of migration, displacement and the enduring pull of one’s homeland, which remain strikingly relevant even today. The film’s impact is further elevated by its performances, with Hiten Kumar delivering one of the most celebrated portrayals in Gujarati cinema, while Roma Manek brought depth and sensitivity to Radha’s character, supported by a strong ensemble cast. Equally timeless is the film’s music, composed by Arvind Barot, whose songs, rooted in folk traditions and heartfelt emotion became an inseparable part of Gujarati cultural life. Speaking on the re-release, Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group, said, “Desh Re Joya Dada Pardesh Joya is not just a successful film it is an emotional milestone for Gujarati cinema. Its original box-office journey and the bond it built with audiences reflect the timeless power of honest, rooted storytelling. Through Ultra Rewind, we are proud to bring this landmark film back to theatres, where it can be rediscovered and experienced in the way it was always meant to be". With Desh Re Joya Dada Pardesh Joya returning to cinemas, Ultra Media & Entertainment reaffirms its commitment to preserving and celebrating regional cinema. Through Ultra Rewind, the company continues to spotlight films that are not merely remembered, but deeply felt stories that transcend time and continue to resonate across generations. Last year, Ultra Rewind marked its debut with the theatrical re-release of Rangeela, followed by a special retrospective celebrating Guru Dutt’s centenary, which saw several of his iconic films return to theatres in restored formats. Building on this momentum, Ultra Rewind is now expanding its focus to regional cinema, beginning with the re-release of landmark Gujarati films.

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Come January and the entire Mumbai is painted rainbow colours with the Mumbai Queer Pride Month activities, across the town by various organisations and community groups, leading upto the Mumbai Queer Pride March on Saturday January 31st 3-5pm at August Kranti Maidan. KASHISH Pride Film Festival, a part of the Mumbai Queer Pride collective, is kicking off its celebration of the month with a LGBTQ film screening at Sophia College for Women on Friday January 9th between 1-3.30pm at the college’s convention centre. Titled ‘KASHISH Forward @ Sophia’, the event will showcase 7 short films by emerging filmmakers that have won awards or acclaim at the annual festival. They capture the diverse queer experiences across the LGBTQ+ spectrum in today’s society. These are stories filled with hope, resilience, and positive endings. Films to be screened are: MAKEUP MY SHIELD (Marathi, dir: Kunal Vijaykar), TUTTI FRUTTI CAKE (Hindi, dir: Rohit Prajapati), THE WITCH OF VIHAR LAKE (Marathi, dir: Joey Kaushik), PROJECT PRIYO (Assamese, Bengali, Malayalam, Hindi, dir: Shoi), HOLY CURSE (English, Hindi, dir: Snigdha Kapoor), JASMINE THAT BLOOMS IN AUTUMN (Bengali, dir: Chandradeep Das), BECAUSE (Hindi, English, dir: Sunita Malpani) While ‘Makeup my Shield’ is a music video about a trans Lavani dancer and how she uses makeup as her shield, ‘The Witch of Vihar Lake’ is about conservation of environment and a witch. This was a co-winner of the Ismat Chughtai Award for Best Woman Filmmaker, along with ‘Project Priyo’, a documentary amplifying the voices and experiences of queer and trans* individuals in India, highlighting intersections of caste, religion, and marginalization. ‘Tutti Frutti Cake’ shows the strength of a ‘family of choice’ with LGBTQ persons sharing a household, and ‘Because’ shows a beautiful relationship between a visually impaired guy and his closeted friend. ‘Jasmine That Blooms in Autumn’, winner of Best Indian Narrative Short award, is a subtle and evocative relationship between two women in a shelter home for the elderly. Highlight of the event is the short film ‘Holy Curse’, which was in consideration for Best Live Action Short for this year’s Academy Awards. The film follows an 11-year-old's gender identity struggle in India, facing family attempts to cure a perceived curse. The event is open to college students and everyone else too by registering online or at the venue with a nominal registration fee. Presented by KASHISH Arts Foundation and Mumbai Queer Pride alongwith Sophia Queer Collective (SQC), Depts. of Education (Sophia College for Women) and Sociology (Sophia Jr. College). Link to register for the event is tinyurl.com/KFSophia

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Gujarati Classic Desh Re Joya Dada Pardesh Joya Returns to Theatres on January 9, 2026, in a Restored Version Ultra Media Celebrates Gujarati Cinema Legacy with Theatrical Return of Desh Re Joya Dada Pardesh Joya January 2026: A story that defined an era is set to return to where it truly belongs: the big screen. The iconic Gujarati film Desh Re Joya Dada Pardesh Joya is re-releasing in theatres on January 9, 2026, inviting audiences to relive the emotions, music and cultural resonance that made it one of the most celebrated milestones in Gujarati cinema. The theatrical re-release is part of Ultra Rewind, an initiative by Ultra Media & Entertainment that brings landmark and culturally significant regional films from its vast library back to cinema halls. As part of its re-release, the film has undergone a meticulous restoration process, bringing improved picture and sound quality while preserving its original cinematic essence. Originally released in 1998, Desh Re Joya Dada Pardesh Joya went on to create box-office history, earning approximately ₹22 crore during its original theatrical run which was an extraordinary achievement for Gujarati cinema at the time. The film emerged as one of the highest ticket-selling Gujarati films of its era, restoring audience confidence during a challenging phase for the regional film industry and reaffirming the power of emotionally rooted storytelling. Starring Hiten Kumar and Roma Manek, the film remains a benchmark for performance-driven storytelling in Gujarati cinema. Directed and produced by the late Govindbhai Patel, the film struck a deep emotional chord through its culturally rooted narrative. It follows the poignant journey of Ram and Radha childhood companions separated by family conflict and circumstance exploring themes of migration, displacement and the enduring pull of one’s homeland, which remain strikingly relevant even today. The film’s impact is further elevated by its performances, with Hiten Kumar delivering one of the most celebrated portrayals in Gujarati cinema, while Roma Manek brought depth and sensitivity to Radha’s character, supported by a strong ensemble cast. Equally timeless is the film’s music, composed by Arvind Barot, whose songs, rooted in folk traditions and heartfelt emotion became an inseparable part of Gujarati cultural life. Speaking on the re-release, Sushilkumar Agrawal, CEO, Ultra Media & Entertainment Group, said, “Desh Re Joya Dada Pardesh Joya is not just a successful film it is an emotional milestone for Gujarati cinema. Its original box-office journey and the bond it built with audiences reflect the timeless power of honest, rooted storytelling. Through Ultra Rewind, we are proud to bring this landmark film back to theatres, where it can be rediscovered and experienced in the way it was always meant to be". With Desh Re Joya Dada Pardesh Joya returning to cinemas, Ultra Media & Entertainment reaffirms its commitment to preserving and celebrating regional cinema. Through Ultra Rewind, the company continues to spotlight films that are not merely remembered, but deeply felt stories that transcend time and continue to resonate across generations.

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Oriflame India Collaborates with Nitanshi Goel to Launch Opt Optimals Even Out Range in India Strengthens Skincare Portfolio and Expands Skinimalist Opt Optimals Range National, 8 January 2026: Oriflame, the Swedish holistic beauty and wellbeing brand, has announced a collaboration with actor Nitanshi Goel for the launch of its Opt Optimals Even Out skincare range, reinforcing its focus on skinimalism and science-led skincare solutions tailored for the Indian market. As Indian consumers increasingly gravitate towards simplified skincare routines backed by credible, dermatologically tested formulations, the Opt Optimals Even Out range marks a strategic expansion within Oriflame’s Optimals range. Dermatologically tested, the range is formulated with a high-performance blend of Niacinamide, Rainbow Algae Extract, Glycolic Acid, and Para-probiotic technology. Together, these ingredients help address pigmentation and uneven skin tone while supporting hydration, resilience, and skin barrier health. Actor Nitanshi Goel, acclaimed for her debut in in the movie Laapataa Ladies and honoured with the prestigious Filmfare and IIFA Awards for her performance, adds cultural relevance and relatability to Oriflame’s evolving skincare narrative. Her association reflects the brand’s emphasis on real, everyday skincare journeys and its intent to connect with consumers who value authenticity, consistency, and long-term skin health, reinforcing Oriflame’s commitment to trust-led, science-backed skincare solutions. As part of the collaboration, Nitanshi Goel will feature across Oriflame’s digital ecosystem, product catalogues, website, and social media platforms, further strengthening visibility for the Optimals range and reinforcing the brand’s relevance among skincare-first audiences. Commenting on the collaboration, Abhishek Chakraborty, Head of Brand Communication, Digital, and PR, Oriflame India, said, “Skincare continues to be a key growth priority for Oriflame in India, with consumers increasingly seeking solutions that combine efficacy, gentleness, and simplicity. The Opt Optimals Even Out range reflects our ongoing investment in science-led skincare that addresses real and recurring concerns while supporting overall skin health. As part of the Optimals range, this launch strengthens our long-term skincare strategy, and Nitanshi Goel’s association amplifies Oriflame’s leadership in delivering effective, trusted skincare solutions to a wide consumer base.” Sharing her perspective, Nitanshi Goel said, “I am drawn to skincare that prioritises consistency and skin health over quick fixes. As someone who is always on the move, I value routines that are simple yet effective, and the Opt Optimals Even Out range fits seamlessly into everyday life. Partnering with Oriflame feels natural, as the brand encourages embracing real skin and building long-term confidence through mindful, science-backed skincare.” The collaboration underscores Oriflame’s continued investment in high-growth skincare categories driven by concerns such as hyperpigmentation, uneven skin tone, and skin barrier health. Suitable for all skin types, the Opt Optimals Even Out range includes cleansers, a targeted serum, creams, a skin protector with SPF 50, and specialised gel face patches. Priced between INR 469 and INR 1,899, the Opt Optimals Even Out range is available on Oriflame’s website: in.oriflame.com as well as through Oriflame’s brand partners. Through this collaboration, Oriflame continues to evolve its skincare narrative in India, balancing science, simplicity, and cultural relevance while deepening engagement with a growing base of beauty consumers. Link to the Catalogue featuring Nitanshi Goel: https://in.oriflame.com/catalogue?cataloguecode=2026001&store=INoriflameindiapvtltd&PageNumber=1 ‘ About Oriflame