Helmed by Mohit Suri and starring fresh faces Ahaan Panday and Aneet Padda, the July 2025 launch of Saiyara defied the conventions of Bollywood. Despite lacking star power, connections to well-known franchises, the film impressively garnered nearly ₹200 crore within just nine days of its release, cultivating a garnered acclaim as one of the year’s best emotionally resonant cinematic experiences. This outcome was not a mere coincidence; it stemmed from astute marketing strategies rooted in behavioural science, emotional branding, and a digital-first approach to communication. The movie’s return on investment transcends mere financial gain; it encapsulates a profound experience.
Author: TheViyug
India is Experiencing a ‘Grief-Tech’ Revolution: AI Bots Mimicking the Dead are Causing a Stir
A new wave of artificial intelligence (AI) products, often called “grief bots” or “ghostbots,” is coming into the memory-driven marketplaces that provide emotional assistance. This […]
Beyond Bans, Teaching Digital Street Smart
With social media bans, censorships, and sweeping online restrictions gaining ground globally — often framed as a cure for the collective anxiety of parents — it’s time to ask the harder questions: Are these bans actually doing any good? Do they address the root cause of the problem, or are they just quick-fix bandages on deeper wounds? We’re well aware of the internet’s pitfalls: doomscrolling, algorithmic echo chambers, and subtle indoctrination.
Trump’s Big Bet: Is the US becoming the Crypto Capital or Risking it All?
In a world already buzzing with geopolitical chaos – be it the Middle East conflict, the ongoing Russia-Ukraine war, the reopened Epstein investigation, or the constant backdoor economic deals – President Donald Trump, now back in the White House in 2025, has dropped another headline-maker. This July, his administration introduced three landmark bills in the House that have already begun stirring debates across party lines and public spheres. As expected, controversy wasn’t far behind.
Creative Economy and Mental Health: The Balance between Passion and Well-Being
The creative economy includes industries like design, media, art, and entertainment, thrives on passion, innovation, and artistic expression. It contributes remarkably to global economies, with UNESCO reporting that the cultural and creative industries generate $2.25 trillion annually and employ 30 million people worldwide. Yet, behind the vibrancy of this sector lies a common issue: the mental health challenges faced by creative professionals.
Atmanirbhar Bharat: Reforms for Empowering India’s Defence Ecosystem
Since its inception, the term “Atmanirbhar Bharat” that literally translates to Self-Reliant India has increasingly become the symbol of India’s growing economic self-sufficiency, manufacturing prowess and holistic national development and India’s defence manufacturing sector has been pioneering the actualisation of the vision like no other. With indigenous defence production skyrocketing to record high of ₹ 23,622 crore in 2024-25, that marks a growth of 12.04% over 2023-24, India’s defence ecosystem stands as testament to the remarkable shift that the industry has undergone from heavy dependence in the post-independence era to a growing indigenous industrial base, in recent years.
China’s TVET Programme Collaborations: A Critical Analysis
China launched the Belt and Road Initiative (BRI) in 2013. Eventually, BRI faced a lot of criticism and backlash in many countries. In order to minimise the growing criticism, China in 2016 initiated Technical Vocational Education and Training (TVET) programme collaborations. On the face of it, TVET programmes provide professional training to students and faculty for a certain time period. However, the TVET sector has become another platform for Chinese soft power diplomacy. The article aims to critically analyse the TVET program collaborations of China.
Pahalgam Massacre is Pakistan’s Islamist Tonic for its Domestic Audience
The brutal massacre of 25 Hindu tourists in Pahalgam, Kashmir by The Resistance Front (TRF), an offshoot of Lashkar-e-Taiba (LeT), backed by Pakistan has sent shock waves across the world. Many global leaders have condemned this barbaric attack and have pledged their solidarity against Terrorism. This was the deadliest attack in Kashmir after the abrogation of Article 370 in 2019. As per the eyewitnesses, the terrorists opened fire on the tourists, rounded them up and asked for their religion. The tourists were even asked to recite the ‘Kalma’ and their pants were unzipped to identify Muslims.
Pakistan’s Operation Bunyan-un-Marsoos: Flexing Muscles to Hide Weak Knees
The operation, named after a Quranic term meaning “a solid structure,” targeted key Indian military installations, including the BrahMos missile storage facility in Beas and airbases in Udhampur and Pathankot. During the 3rd Ministry of External Affairs (MEA) briefing headed by foreign secretary Vikram Misri Read along with Colonel Sofiya Qureshi of the Indian Army, Wing Commander Vyomika Singh of the Indian Air Force, refuted Pakistan’s claim of attacking BrahMos storage site in Jammu.
India and the FATF: Earning the Watchdog’s Praise
In a move, though not as relatively new as it is significant, the Financial Action Task Force (FATF) decided to place India in the “Regular Follow-Up” category, its highest rating category. For perspective, the FATF places the member countries into four groups: Regular follow-up, Enhanced follow-up, Grey list, and Black list (ordered from best to worst). With this, India joined the umbrella of France, Italy, and the UK. There is a comprehensive list of criteria which a member under evaluation needs to meet in order to find a place in the above list.