Zee Media Corporation Limited (ZMCL) has launched ‘Zee Bharat,’ a mix of news and culture. It was launched on January 22.
Said Abhay Ojha, CEO of Zee Media Corporation Limited: “In the dynamic realm of media, Zee Media Corporation Limited stands resolute as a beacon of reliability and dynamism, driven by a belief in the transformative power of news. Our unwavering mission is to continually elevate the standards of journalism, offering our audience a trustworthy source amid the abundance of information. With ‘ZEE Bharat,’ we transcend the conventional boundaries of news. It’s not merely a medium; it’s a vibrant platform beckoning audiences to embark on a refreshing, distinctly Indian news journey. Brace yourselves for an exhilarating exploration where news intertwines seamlessly with the celebration of our nation’s rich cultural tapestry and diversity.”
Added Mona Jain, Chief Revenue Officer, ZMCL: “Zee Bharat transcends conventional news channels; it’s an immersive experience that mirrors the cultural richness and pride of our country. Advertisers can now join us in this celebration, forging connections with audiences who seek more than just information – they seek an emotional connection with their heritage.”
Almond Branding, a branding and design agency, has collaborated with Bellator Beverages helping them introduce Papel, plastic-free alkaline water in a “100% recyclable, 68% renewable, and 75% paper-based carton bottle”.
Speaking at the launch, Shashwat Das, Founder of Almond Branding said: “Our collaboration with Papel embodies our belief that design can be a catalyst for positive change. We are proud to be at the forefront of sustainable packaging innovation in India. Papel is yet another example where Almond has not only lent its design expertise but has also been the guiding hand in the brand-building journey, accompanying the founder from the very inception. We take pride in nurturing ideas from scratch, crafting brands that don’t just stand out but stand for positive change in the world.”
Added Rajeev Parwani, Founder – Bellator Beverages(makers of Papel): “We take immense pride in the launch of Papel Alkaline water in eco-friendly carton packs. Papel should be your travel buddy since it comes in a pocket size, ideal for house parties, clubs, and as a gym companion since it hydrates 7x faster than a normal water. As we embark on redefining the way water should be consumed, Papel stands as a testament to our commitment to smart, responsible, and undeniably cool choices that are both healthy for you and for planet Earth.
After a huge success last year, the Government of Goa and the Office of the State Commissioner of Persons with Disability were back with a much bigger second edition of the country’s first inclusive festival for persons with disabilities. International Purple Fest 2024 was held in Panaji from January 8 to 13.
What a fantastic week-long celebration of inclusivity with 8000+ delegates from 17 countries, showcasing solutions, artwork, innovations in technology, experience zones, and heartwarming performances. All thanks to the hard work of the state government and the State Disability Commissioner’s office!
A group photograph of Purple Fest 2024 attendees
With workshops and discussions on pertinent topics like sports, education, employment, healthcare, politics, governance, laws and more, one would assume there was enough meat for the media to cover and report. But barring a couple of national stories, coverage was confined to local dailies. Another golden opportunity to cover hundreds of walking-talking human stories of success, struggle and strength, missed.
Like last year, there were Purple Ambassadors to represent each of the recognized disabilities under the Rights of Persons with Disabilities Act, 2016. And this year, they were given more screen presence, especially in a dedicated session with various State Commissioners of Persons with Disability as well as the Deputy Chief Commissioner of Persons with Disability.
Here’s what these Purple Ambassadors shared from their lived experiences, both personal and professional.
Vishant Nagvekar, Locomotor Disability (Goa): Persons with locomotor disabilities face a lot of challenges in outdoor environments, even in events like Purple Fest, when it comes to washroom access. There is little importance placed on this while planning. I heard other wheelchair users complain of the same during in the past few days, this is something that needs attention from the Disability Commissioner’s office.
Pooja Gupta, Thalassemia (Delhi): One of the requirements of persons with thalassemia is to get blood transfusion every 20-25 days. In India, there isn’t much blood donation on a mass scale and NAT (Nucleic Acid Amplification Testing) tested blood is not available easily. For instance, in Delhi, only two major hospitals provide NAT tested blood and not everyone can afford going to those. This type of blood can save thalassaemic patients from severe infections. Also, hardly any health insurance companies cover genetic blood disorders, and those which do charge an exorbitant premium with various terms and conditions. This is an expensive disease to manage, can the State help create awareness about this?
Shrutilata Singh, Deaf Blindness/Multiple Disability (Gujarat): There is little awareness about deaf blindness. There are 21 disabilities in the Rights of Persons with Disabilities Act, classifying deaf blindness as a Multiple Disability is not fair, as this is a condition with varying degrees. We need this to be a separate type so it can be certified and people can avail of reasonable accommodations. Today deaf blind people face difficulties during examination, applying for a job etc. because their certificate doesn’t mention the exact disability. Secondly, a lot of information about schemes and technology from the government doesn’t get communicated to us. We need a dedicated group that shares all relevant information in an accessible format.
Radhesh Varty, Haemophilia (Goa): Haemophilia is a condition which is unpredictable. Today I am speaking with you, standing here, tomorrow I can’t say what condition I’ll be in. There is a lot of challenge we face in reservation of jobs, because when people hear about haemophilia, they write us off. It’s hard to predict which body part might swell up when, and where bleeding may occur. We need specific accommodations for this disability and the corresponding conditions, especially to make gainful employment possible.
Swasti Mehta, Intellectual Disability (Maharashtra): We need specific focus on early intervention for this disability. It should be made mandatory for parents to get early intervention for such kids to improve their future because they are often confused. There is a need for occupational training for persons with intellectual disability after 18 years of age. There are no government provisions for that. Some parents send their children to private training institutes but after 18, government needs to support this disability. The loans that are provided by NHFDC (National Handicapped Finance and Development Corporation) are of no use without any training.
Dr Shanthipriya Siva, Parkinson’s Disease (Tamil Nadu): Why glyophosate, a herbicide, and another pesticide that cause Parkinson’s still not banned in India? After few years of Parkinson’s when your medicines don’t work and you get a lot of multiple motor fluctuations, there is a surgery called Deep Brain Stimulation which really helps patients. But it’s not performed in most government hospitals in India. Can this be made accessible to all patients with Parkinson’s because it can really help people with early onset, when they might be in the peak of their careers?
Priya Lal, Leprosy Cured (Delhi): I want to highlight the issue regarding disability pension. In my state, I only get a mere 500 Rs as monthly pension which is quite low. We need to increase this to meet daily expenses. There are so many girls like me whose families don’t accept them and they have no access to jobs. Some families even leave these girls in hospitals. Even though I work as an auditor with a multinational company, I still face a lot of problems because of my condition. How can we change this?
Anubha Singhal, Muscular Dystrophy (Delhi): Muscular Dystrophy (MD) has various types and sub-types. I want to highlight that many others with MD are unable to join this fest because most of them live with severe disabilities, and they need more than one caregiver at times. Looking at the accessibility of all states, we struggle. The laws exist but why is there such lack of implementation? Why are we not pushing for the online systems of building plan approvals? This can rectify the problem at the planning stage. Can the government not push this to make buildings accessible as per the harmonised guidelines?
Saurabh Prasad, Blindness (Jharkhand): Last year, DEPwD (Department of Empowerment of Persons with Disabilities) initiated a STEM-based programme and circulated proposals to 100 different national institutes working for blind and hearing impaired people, for establishing STEM labs in their schools. But they received less than five applications. This is because these institutes don’t have teachers to take this program up. Unless we have required special educators, we won’t be able to implement such initiatives. So what plans does the government have to manage this shortage of teachers and trainers across schools?
Smitha Sadasivan, Multiple Sclerosis (Tamil Nadu): It’s been eight years since the RPWD Act was enacted and we only have seven more years for the Sustainable Development Goals to be completed. In the interest of this timeline, we need to take stock of which aspects were implemented, which ones are underway and which couldn’t take off. One example is that of the caregiver’s allowance listed in the Act. Many states are giving a mere sum of 1000 Rs for caregivers who are parents, which is not a solution. These should be trained caregivers who are paid dignified wages. Data is another critical area, is disability related data available to different government departments? Also, how many people with disabilities are in decision making roles, especially in the various state disability departments?
Chaitanya Mukund, Cerebral Palsy (Haryana): Based on my research of past two years, crimes against persons with disabilities don’t get recorded properly, both on state and national level. India has no data in this regard, this is a huge lapse, and a violation of Section 7 of the RPWD Act. When there is no information available, how can awareness be generated for the same? I’d urge all State Disability Commissioners to issue recommendation as per relevant section of the Act for the respective State Police Departments to issue enforceable guidelines with regards to recording crimes against PwDs.
Nomesh Verma, Sickle Cell Disease (Chhattisgarh): Awareness is a huge problem, especially among medical professionals. Sickle Cell Disease (SCD) is an invisible disability, and due to the lack of proper medical consultation, many with this condition die. We need to train our doctors, and also spread awareness among common people. Treatment of this disease should be made available in villages. Around 14 lakh people are living with SCD but a mere one per cent has been issued Unique Disability Identification (UDID) cards. One of the reasons is the complex guidelines which prevent from issuance of certificate, if someone has not had a transfusion within three months. We are not able to avail of any government schemes as a result. Job reservation is also a challenge without a UDID. Can we simplify these rules?
Prasad Joshi, Deafness (Goa): There are many challenges, primarily that of communication, which leads to several other issues. We are dependent on interpreters, because most people don’t understand sign language. We want Indian Sign Language (ISL) to be registered as an official language. This will solve most of the problems like quality of education, early prevention, jobs, et cetera. If ISL is introduced, this will help include us in the mainstream.
Dr Anubha Mahajan, Chronic Neurological Condition (Delhi): We need a separate classification for Chronic Neurological Conditions (CNC) in the RPWD Act because Multiple Sclerosis and Parkinson’s are also neurological disorders. We get issued a certificate on the basis of chronicity, prevalence and progression of the disease but there is no clear definition for the same in the Act. The problem with CNC is the unpredictability of the disease. I can walk today, but that might not be true on another day. For every disability including CNC, we need a specialised team of doctors for assessment.
Aditi Gangrade, Autism (Maharashtra/Madhya Pradesh): Most parents of children with autism have no awareness about this condition. A lot them force their kids into therapies for a cure, which is not medically possible. A lot of doctors are offering Stem Cell therapy as a cure, even though ICMR has issued a guideline to use this therapy only for research purposes. Why can’t we spread awareness so parents don’t fall into such traps? Some autistic children also have intellectual disability, they are often beaten up and tortured to punish them for their so-called rude behaviour. Often films ridicule persons with disabilities, why is it still allowed despite the strict laws against discrimination?
Ekta Bhyan, Spinal Cord Injury (Haryana): I urge Spinal Cord Injury to be made into a new 22nd category of disability because as per World Health Organisation, it is the most devastating disability. The numbers are huge, 1.5 million in India, and every year 15-20,000 new cases. It is an injury that impacts the central organ system, every organ is directly or indirectly impacted by this disability. So we can’t club it with orthopaedic disability. Speaking of assistive devices, a normal wheelchair costs 3-4 lakh rupees, tax exemption should be available for affordability. Also we need more spinal cord rehabilitation centres in the country.
K Vaishali, Specific Learning Disability (Telangana): I have gone to 5 schools, a mix of private and government. I always wrote d instead of g, but none of the teachers were able to notice my Dyslexia. I had to diagnose myself at the age of 20. Teachers are the best people to catch hold of it at an early age but most of them have no awareness. Every school and college must have special educators. UGC and CBSE have specific guidelines about dyslexia but the teachers are clueless.
Prashant Naik, Low Vision (Maharashtra): Low Vision is a spectrum, we are neither totally blind nor do we have corrective vision. Hence, we face challenges in education and employment. One solution I want to suggest is to create awareness at a state and central level. We can perhaps have a ‘Sugamya week’ or something annually, so mainstream society can be sensitised. We should also have representation in the respective state departments for persons with disabilities.
Disha Pandya, Dwarfism (Maharashtra): I’d like to emphasise on the lack of doctors, paediatricians or orthopaedics who can specifically guide on dwarfism. Doctors are not aware on how to treat it or help with certain aftermath. More importantly, the entertainment society has made dwarfism into a joke everywhere, in malls, schools, on the roads! Is there no way of stopping this? There are many persons with dwarfism who earn through channels of entertainment but why should they be ridiculed?
Puneet Singh Singhal, Speech and Language Disability (Delhi): I have similar issues pertaining to accessibility, forced therapies, crime against disabled and so on. I am an activist and my organisation’s tagline is “Stammer, but with love”. Just like dwarfism, people like me are used for comic relief in films and television. Why can’t we spread awareness so people don’t turn insensitive towards us?
Sonali Mukherjee, Acid Attack Survivor (Jharkhand): There are laws but are not being implemented on ground. Girls are being made victims of acid attack every day. Why aren’t we regulating the sale of acid in shops? There should be stringent action against the perpetrators of such heinous crime. Acid attack survivors also face denial from health insurance providers, despite the fact that they may not have any serious illness. The other issue is pertaining to chasing the legal system for justice. My case has been running for 20 years now without a just verdict.
How can the media not see reason enough to air these critical issues that will impact the kind of nation we build for our upcoming generations? Is the media resigned to carry on propagating ridiculous stereotypes of disability which are far from reality, in these times of innovation and technology?
Wondering why MxMIndia publishes a disability advocacy column? Well, we strongly feel that the media can dramatically transform the world for persons with disabilities. This series attempts to help bring forth issues that the media must champion to create a truly inclusive and accessible India. Writing this column is Shruti Pushkarna, a former journalist and now a disability inclusion advocate based in New Delhi. Her views here are personal. To access the archives of her 80-plus columns, please visit: https://www.mxmindia.com/category/ columns/shruti-pushkarna/
If you have a view on the issues raise or would like to align with MxMIndia on this cause, write to us at editor [at] mxmindia.com.
McDonald’s India – North and East has launched an initiative on sustainability by repurposing OOH Campaign Material into school bags for kids. By partnering with the NGO Child Survival India, McDonald’s has successfully distributed over 2000 upcycled bags to children aged five to 18 years.
The initiative is conceptualised and executed in collaboration with OMD India with the goal of reducing plastic waste.
Speaking on this initiative, Rajeev Ranjan, Managing Director, McDonald’s India – North and East, said: “Our sustainability efforts are focused on keeping communities clean, protecting the planet for future generations, and supporting our long-term business resilience. We continuously explore avenues to reduce waste, transition to more sustainable materials, while simultaneously making a meaningful contribution to communities. The repurposing of billboard materials into school bags exemplifies our dedication to achieving both of these goals in an innovative and impactful manner. This endeavour not only marks a significant stride for us toward strengthening sustainable practices but also underscores our dedication to creating a significant positive impact within our communities.”
Discussing the campaign, Anisha Iyer, CEO, OMD India Team, added: “As people’s mindsets increasingly shift from a consumerist approach to one that’s more conscious and intent-driven, advertising’s focus on sustainability gets stronger than ever. We see Happy Bags as not just a campaign but a heartwarming step towards sustainable practices for McDonald’s. Channelling the spirit of giving this holiday season, we’re pleased to be emphasizing the need for innovative approaches to driving social and environmental impact.”
Complan, the health food drink from Zydus Wellness Ltd, has announced a new “I’m Complan Boy-Girl” campaign featuring Madhuri Dixit and South Indian actress Sneha. In the new communication Madhuri & Sneha are highlighting criticality of Protein for growing kids.
The TVC has been conceptualised by McCann Worldgroup India and will air on TV in five languages – Hindi, Marathi, Bengali Tamil and Telugu. This video will be available across all of Complan’s digital and social media platforms.
Speaking about the Complan’s newly-launched campaign, Tarun Arora, CEO, Zydus Wellness, said: “Complan is an iconic brand in children’s health food drink category and contains 100% milk protein. Over the years we have highlighted to mothers the need to provide right quantity of good quality protein for full growth of kids. Madhuri and Sneha are not only known as superstars and acclaimed actresses but also as caring mothers who are completely involved in their kids’ growth and development. Because of this credibility, we decided to partner with them to help educate mothers about criticality of protein in their children’s growing years and to make the right nutritional choice, and therefore, to highlight how Complan is the superior solution to cater to this need.”
Integrated marketing media agency – MudraMax – has promoted Deleise Ross as Senior Vice President and Head of Business. In her new role, Ross will be reporting to Rammohan Sundaram, President – Integrated Media, DDB Mudra Group and lead business operations for West as well as the South division.
Said Sundaram: “We are seeing tremendous growth in our media business and so structures become important which only helps teams to focus better and deliver better. It is also about leadership attention that teams require when in hockey stick growth phase. My belief has always been to groom available talent from within and we are excited to have Deleise take on larger responsibility.”
Digital Refresh Networks, an AI-assisted content solutions company, has appointed Rahool Talukdar as Head of Creative.
Said Barin Mukherjee, Chief Executive Officer, Digital Refresh Network said: “Anticipating Rahool’s guidance in driving creativity at DRN, drawing upon his extensive advertising expertise across various agencies. As a seasoned professional in the creative communications realm, he is poised to introduce a fresh perspective to the projects emanating from DRN”
PVR Inox, the multiplex chain, will present the live screening of the Republic Day parade thanks to an alliance with Aaj Tak.
PVR Inox will be broadcasting this grand event live with Aaj Tak across its 30 cinemas in 16 cities. The parade will be screened live across PVR Inox’s marquee cinemas in UP, Delhi, Gujarat, Maharashtra, Rajasthan, Haryana, Chandigarh, Punjab and Kerala. The live screening of the Republic Day parade is scheduled from 9 am onwards. Tickets can be booked through the PVR Inox app or website and other platforms making it accessible to a wide audience eager to witness the historic event on the big screens.
Said Gautam Dutta, Co-CEO of PVR Inox Ltd: “The Republic Day Parade is the best possible depiction of India’s military might, diverse culture, and unity in diversity. It is therefore a matter of immense pride to be able to screen this ceremonial parade on India’s 75th Republic Day at our PVR INOX cinemas across 9 states and UTs. The marching regiments of the Indian defence forces and their equipment driving down the Kartavya Path will be a sight to behold. The visuals of the colourful tableaux of various States will add grandeur to the occasion. Our commitment to providing a memorable and immersive cinematic experience extends beyond entertainment, and we look forward to sharing this historic moment with our patrons.”
Added Dinesh Bhatia, Group CEO of India Today Group: “At Aaj Tak, our unwavering commitment to capturing the essence of India’s defining moments stands resolute. We deliver news and live events that hold significance, establishing ourselves as the choice for credibility and trust. The alliance with PVR Inox elevates our mission, uniting millions across India during national events, such as the momentous occasion of India’s 75th Republic Day.”
Nodwin Gaming has acquired Comic Con India, a company known for hosting multiple pop cultural festivals targeting youth in India.
Said Jatin Varma, Founder, Comic Con India: “For more than a decade, we have worked tirelessly to build a unique space in India for promoting and celebrating popular culture. And with that goal in our mind, I am very excited to join hands with Nodwin Gaming in taking the next step and building upon this goal together.”
Added Akshat Rathee, Co-founder and Managing Director of Nodwin Gaming: “We are thrilled to welcome the managing team of Comic Con India as partners and shareholders in Nodwin Gaming. Their trust in our vision reinforces our commitment to expanding our entertainment offerings. Integration of Comic Con India will amplify and diversify the offering of Nodwin to all opportunities that target the youth in India. With the continued intersection of Gaming/ Pop Culture/ esports into one interactive entertainment sector, Nodwin will add a strong and robust IP that is scalable both in India and Internationally. Our quest for drawing millions of fans across the world will get another level up with Comicon.”
White, a digital branding agency, has announced a visual rebranding and has revealed a new logo. In addition, the agency notes a communique that it has fortified its core differentiator with an “integrated approach to amplify the brand’s message using the most impactful medium or combination of media”.
Speaking on the rebranding, Vishesh Sahni, Founder and CEO, White, said: “We have undertaken this transformative rebrand journey as a conscious, strategic shift. Our impact lies in crafting some of India’s most captivating experiences which we have largely succeeded in, because of our visceral understanding of ‘culture’. Whether it is building cultural narratives for brands, tapping into globally relevant cultural trends, or even creating its own industry-standard culture, our rebrand is intended to encapsulate this approach. In today’s ever-evolving field of brand experiences, it only makes sense for us to set new benchmarks and call ourselves ‘Creators of Culture-first Experiences.’”
Saregama, an RP Sanjiv Goenka Group company and the music company that was for many generations known as HMV, has announced the launch of ‘Saregama Talent,’ a vertical exclusively designed for emerging artists. Following this exciting move, the company unveiled its first three next-gen performers – Maahi, Arjun, and Pragati.
Welcoming the new performers Vikram Mehra, MD, Saregema India Ltd. said: “The launch of Saregama Talent marks a strategic move to enhance our non-film content offering, a crucial step toward delivering diverse and comprehensive entertainment experiences to our audience. Maahi, Pragati, and Arjun bring a remarkable blend of talent and passion for music. We plan to extensively collaborate with them on a range of audio and video projects. Beyond Hindi, Saregama Talent will soon extend its reach to artists in other languages. We are confident that, with Saregama, this trio will not only make waves in the music industry but also etch their names in the hearts of music lovers worldwide.”