Promax honours 37 categories in Gold & Silver

Regional entertainment is fast becoming global, impressing audiences acrossand beyond geographical and linguistic barriers. Exploring the evolution of regional markets in the M&E industry, Promax India successfully concluded the 2nd edition of ‘Promax India Regional 2022 Conference & Awards’ on the 22nd April.

The virtual event began with the first session ‘Crafting A New Tomorrow’ led by Shankar Bala, CEO of Fourth Dimension Media Solution Pvt Ltd., in discussion with his panellists, Guru Prasad Rao (Glamnet Media Pvt Ltd), Raghavanad DV (Bambino Pasta), Ramsai Panchpakesan (Zenith Media) and S. Shriram (Indian Terrain) on the latest trends and domination of regional languages to expand
multi-fold.

The 2nd session led by Rahul Mishra, Head of Marketing, Shemaroo Entertainment Ltd., said, “The origin of media has been in the regional space. It started from regional space and has expanded into other languages.” Mishra then led the panel discussion on ‘Hot spots: Elevating the regional experience’ with Ashish Golwalkar, Head – Content, SET & Digital Business Sony Pictures Networks India (SPN); Ajit
Thakur, CEO, aha; and Ajit Varghese, Chief Commercial Officer, ShareChat & Moj as panellists.

Thereafter, a fireside chat on ‘Regional-Nomics’ involved the M&E experts Ashish Pherwani, Partner, Media & Entertainment, EY India, and Ravish Kumar, Head - Regional Entertainment (Kannada and Marathi Cluster), Viacom18. Highlighting the amazing findings on regional content and its trajectory, Pherwani said, “Regional content industries are achieving significant changes at great speed. Research on YouTube’s content metrics claims that more than 93-94% of their consumption was non-English. Even OTT platforms have 30% of its share in regional consumption and over 50% of content produced for OTT platforms was in regional language apart from Hindi and English. This huge change hasn’t happened
overnight. I interviewed 70 CEOs for the FICCI report this year, wherein almost all of them spoke about
regional as the big bets over the next 2 to 3 years.”

The next panel session, titled ‘Bedazzled: ruling the roost,’ featured Bangla actress Paoli Dam and film-maker Arindam Sil in conversation with Nisha Narayanan, Director, RED FM & Magic FM.

The session summarised the journeys of these artistes in the realm of Bangla content. While discussing about content digitization, Paoli Dam opined, “With the OTT boom, there are no language barriers now. I did ‘The Great Indian Murder’ with Tigmanshu Dhulia. It’s very interesting to watch actors from different spaces come together and make something so unusually beautiful. That has been possible through OTT.”

The last session involved a fascinating interaction on ‘Renaissance in Malayalam cinema’ led by eminent media personality Raj Nayak, Founder & Managing Director, House of Cheer Networks PrivateLimited, in conversation with director Mahesh Narayanan and actor Roshan Matthew. Exploring the astonishing upscaling of quality in the Malayalam film business, Raj Nayak expressed, “Malayalam, as alanguage, has produced some of the best cinema in this country. The budget may be small, but the quality of the storytelling is amazing. It has some of the best technicians and I think it’s contribution to the overall Indian cinema is understated.”

Promax India Regional Awards was the highlight of the evening hosted by RJ Jman and RJ Yamini. The premier recognition platform for regional entertainment and design, Promax India Regional 2022 Awards honoured the winners in 37 categories. Some of the biggest winners were SONY TEN 4 LAUNCH FILM getting the BEST BRAND IMAGE award, COLORS OF BENGAL'S NEW DREAMS winning BEST IDENT, and TU CHINTA MAT KAR MAAI winning the BEST PUBLIC SERVICE ANNOUNCEMENT. ZEE MARATHI - RATRI KHEL CHALE 3 CAMPAIGN won the award for BEST DRAMA CAMPAIGN, while AMAZON PRIME VIDEO’s MALIK TRAILER bagged the award for BEST PROMO USING ONLY PROGRAMME FOOTAGE.
The complete list of the winners of ‘Promax India Regional 2022 Awards’ is available on the link below:

View the digital & awards brochure here:

https://drive.google.com/drive/folders/15P4jzJkZRCaMFLepscSoPMIQp_GNwRc4?usp=sharing

 Link to Gold and Silver trophies here:

https://drive.google.com/drive/folders/1R8m6ceIyeNRW_twlepwiWtrzXCfJxbMV?usp=sharing