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In a significant regulatory move, the Food Safety and Standards Authority of India (FSSAI) has notified sweeping amendments to its alcoholic beverages standards, expanding the scope of defined categories to include ready-to-drink (RTD) beverages, honey wines (meads), craft beer, and even redefining whisky classifications. While the update is being welcomed by the alco-bev industry for eliminating long-standing ambiguities and unlocking innovation, some caution that the expansion of formally recognized categories- especially trendy, youth-targeted ones like RTDs and meads- could open up more creative avenues for surrogate promotions.

Effective from January 1, 2026, the revised regulations introduces the definition of “alcoholic ready-to-drink beverages”. This include flavored drinks containing between 0.5% to 15% alcohol by volume, created using spirits or a mixture of spirits and other alcohol-based bases, with or without carbonation. 


Read more:<a href="https://www.storyboard18.com/how-it-works/fssai-notifies-major-amendments-to-alcoholic-beverage-standards-expands-scope-to-ready-to-drink-and-honey-wines-71810.htm"> FSSAI notifies major amendments to alcoholic beverage standards, expands scope to ready-to-drink and honey wines</a>


Such beverages can also contain juices, herbs, spices, sweeteners, salt, and other food additives permitted under FSSAI's broader food standards. Significantly, the regulations also formalize the category of honey wine or mead, defining it as a fermented alcoholic drink made from an aqueous solution of honey, without the addition of other carbohydrate sources. Mead products can contain herbs and spices and must conform to specific quality standards under the updated norms.

The updated regulation is the first major revision to India’s alcoholic beverage standards in several years and brings much-needed clarity to what qualifies as a legitimate product in the eyes of the regulator. 

For players in emerging segments, particularly RTDs and low-alcohol variants—the new definitions offer not just recognition but smoother pathways to product approvals and market entry.

Industry voices are broadly positive. Nita Kapoor, former CEO of the International Spirits and Wines Association of India (ISWAI), said that the development is a welcome one, and she doesn’t expect it to disrupt existing advertising rules. “FSSAI defining the products is good for the industry. And I don’t see it impacting the industry adversely or the regulation on surrogate advertisement,” she said.


Read more: <a href="https://www.storyboard18.com/advertising/govts-new-rules-for-surrogate-ads-to-provide-clarity-on-definitions-includes-guard-rails-for-brand-extensions-38262.htm">Govt's new rules for surrogate ads to provide clarity on definitions; includes guard-rails for 'brand extensions'</a>


Amardeep Singh, Executive Director of Medusa Beverages, called the move “transformative,” stating that it offers structural clarity for both large and emerging players. 

“FSSAI’s move to broaden and modernize standards in RTDs, meads, and craft beers will have a real effect on the structure and growth of the alcohol sector in India,” he said.

Singh added that this could be the first step toward a more evolved regulatory ecosystem. “Until now, grey areas around definitions and labeling have slowed down approvals and created compliance hurdles, especially for emerging categories like mid-strength beers and ready-to-drink formats. These changes simplify entry for new products and will likely lead to a sharper rise in product launches and investments across the alco-bev value chain,” he explained.

He further suggested that with clearer product demarcations in place, future regulatory scrutiny around surrogate advertising could become more nuanced. “As product categories get more defined, regulators may take a more nuanced view of how beverage brands engage with consumers, potentially opening the door for clearer marketing frameworks that balance compliance with brand-building,” he said.

For now, however, the surrogate ad grey zone remains. Alcohol advertising in India is banned, but many companies continue to promote their brands indirectly through music CDs, packaged water, or soda under the same branding. This ambiguity has long plagued regulators and marketers alike, with little clarity on where branding stops and marketing begins.

Industry experts also cautioned that the expansion of formally recognized categories could open up more creative avenues for surrogate promotions. With these newer products offering adjacent non-alcoholic versions or lifestyle extensions, brands may find fresh opportunities to build visibility without directly violating advertising bans, said a brand expert.


Read more:<a href="https://www.storyboard18.com/how-it-works/govts-new-rules-for-surrogate-ads-to-be-released-within-next-quarter-exclusive-38913.htm"> Govt's new rules for surrogate ads to be released soon</a>


The proliferation of RTD lines, for instance, could spawn brand extensions in soda or mixers, blurring the lines even further between genuine promotion and surrogacy.

It is to be noted that the public draft for the new rules of surrogate advertising by the Department of Consumer Affairs (DoCA) is yet to be finalised in the detailed and elaborative format. The consultative process of forming the guidelines though began in February last year.

The new guidelines seek tighter implementation, heavy penalties, the inclusion of digital and social media, and no ambiguity in definition of surrogate advertising.

While the principle of the draft guidelines would remain similar to the Advertising Standards Council of India (ASCI), the Central Consumer Protection Authority (CCPA) and the Central Board of Film Certification (CBFC) guidelines, it is said to have drawn inspiration from the global best practices.

FSSAI’s alco-bev standard amendments open doors for innovation, but also creative avenues for surrogate ads

The Food Safety and Standards Authority of India (FSSAI) has notified the Food Safety and Standards (Alcoholic Beverages) First Amendment Regulations, 2025, introducing a series of key changes to the regulatory framework governing alcoholic drinks in India. 

These amendments, notified in the official gazette on June 20, 2025, will come into effect on January 1, 2026.

Under the revised regulations, the definition of “alcoholic ready-to-drink beverages” has been formally introduced. These include flavored drinks containing between 0.5% to 15% alcohol by volume, created using spirits or a mixture of spirits and other alcohol-based bases, with or without carbonation.

Such beverages can also contain juices, herbs, spices, sweeteners, salt, and other food additives permitted under FSSAI's broader food standards.

Significantly, the regulations also formalize the category of honey wine or mead, defining it as a fermented alcoholic drink made from an aqueous solution of honey, without the addition of other carbohydrate sources. Mead products can contain herbs and spices and must conform to specific quality standards under the updated norms.

Further, nitro craft beers—a growing category globally—have also been codified. These beers are defined by their mixture of carbon dioxide (CO₂) and nitrogen (N₂) gases, with prescribed minimum carbonation volumes.

The amendment also consolidates and expands definitions and classification of country and Indian liquors, providing detailed specifications for both distilled and undistilled traditional beverages, along with an exhaustive annexure listing over 50 indigenous varieties like Toddy, Mahua, Handia, Zutho, and Apong. Blended variants have also been classified distinctly to streamline production and labeling.

"Country liquors or Indian Liquors: Country liquors or Indian Liquors or spirits are alcoholic beverages obtained from distillation of fermentable carbohydrates of agricultural origin. Country liquors or Indian made Liquors may also be of the following types, namely: (i) Plain country liquor or Plain Indian liquor: Plain country liquor or Plain Indian liquor shall be made from alcoholic distillate obtained from fermented molasses, jaggery (Gur), mash of cereals, potato, cassava,fruits, juice or sap of coconut and palm trees, mahua flowers or any other carbohydrates of agricultural origin. (ii) Blended country liquor or Blended Indian liquor: Blended country liquor or Blended Indian liquor is a blend of an alcoholic distillate, rectified spirit or neutral spirit."

Several tables related to compositional and quality parameters, such as permissible alcohol levels, carbonation, and microbiological limits, have been updated to align with the new beverage definitions.

The original Food Safety and Standards (Alcoholic Beverages) Regulations were issued in 2018 and last amended in August 2023. The draft version of this amendment was released in May 2023 for public consultation. The final regulations have now been notified after considering stakeholder inputs, in line with Section 92 of the Food Safety and Standards Act, 2006.

FSSAI notifies major amendments to alcoholic beverage standards, expands scope to ready-to-drink and honey wines

Japan’s Fair Trade Commission (FTC) has imposed a combined fine of ¥3.3 billion on six firms, including industry giants Dentsu, Hakuhodo, Tokyu Agency, and event company Cerespo for coordinated bid-rigging during the awarding process for the 2020 Tokyo Olympics and Paralympics.

The six are Dentsu Group’s Dentsu Inc. unit, Cerespo Co., Fuji Creative Corp., Hakuhodo Inc., Same Two Inc. and Tokyu Agency Inc. The watchdog also found an antimonopoly law violation by ADK Marketing Solutions, but avoided imposing fines because ADK had voluntarilty confessed its culpability before the probe officially began, as per media reports.

The verdict centers on allegations that these firms conspired to rig bids starting in April 2018 to decide winners for mega sporting event planning contracts, which also extended to operations during the Games. Of the eight companies, seven other than Dentsu Group have also received cease and desist orders.

The collusion reportedly skewed the competitive process for allocating contracts related to promotion, marketing, and event execution.

Under Japan’s competition law, companies found guilty of bid-rigging can be fined up to ¥500 million each, while individuals may face up to five years imprisonment and ¥5 million in fines. 

Read more: <a href="https://www.storyboard18.com/agency-news/breaking-dentsu-breaks-silence-admits-to-blowing-whistle-in-ccis-media-cartel-probe-71048.htm"> Dentsu breaks silence, admits to blowing whistle in CCI’s media cartel probe</a>



Dentsu Group's subsidiary, Dentsu Inc. was fined ¥425.15 million, while the parent company received a surcharge of ¥495.56 million. 

Going by media reports, Dentsu "acknowledged the legal violations in relation to the planning and related operations for the test events, and have taken this matter seriously. The both companies have reflected deeply and implemented measures to prevent recurrence, including efforts to evolve its organisational culture to prioritise integrity."

The agency also noted that the financial impact of the fines on its consolidated results for the fiscal year would be minimal. 

Dentsu reportedly has disputed parts of the FTC's findings, highlighting discrepancies between the agency’s conclusions and the company’s understanding of the facts. Following this, it has decided to file a lawsuit to seek revocation of the administrative orders and to present its position in court, aiming for a fair judicial determination.

Japan’s FTC slaps Dentsu and five firms with 3.3 bn yen penalty over Tokyo Olympics bid-rigging

With the world's largest digital population and a media economy evolving at warp speed, India is asserting itself as a global force in the digital entertainment revolution. 

The Storyboard18 Digital Entertainment Summit (DES), scheduled for June 27 at The Leela Palace in New Delhi, signals and celebrates this transformation. Backed by Network18 Group - with flagship platforms like CNBC-TV18, CNN-News18, Moneycontrol, and Forbes India - the summit comes at a time when the global digital power structure is being redefined, and India is in pole position.

Set against the backdrop of the government's landmark World Audio Visual and Entertainment Summit (WAVES), DES 2025 aims to spotlight policy innovations, new frontiers in gaming, and the tech ecosystem's next growth wave. 

The event is expected to unpack India's strategy for leading the digital entertainment economy, with top policymakers outlining how talent, technology, and governance will fuel future-ready growth.

Powering India's Next Entertainment Boom

India's digital momentum is backed by numbers. The country's gaming market alone clocked $3.8 billion in FY24 — a 23% YoY surge. Artificial intelligence, emerging tech, and digital skilling are converging to create an ecosystem ripe for innovation. Prime Minister Narendra Modi's vision for advancing the AVGC (Animation, Visual Effects, Gaming, and Comics) sector has already catalysed this surge.

At DES 2025, top policymakers and industry stalwarts will come together to chart the next course for India's entertainment and creative economy - especially in gaming, monetization, regulation, and skilling.

Jayant Chaudhary

Union Minister for Skill Development and Entrepreneurship, Jayant Chaudhary will be a key voice at the summit. A third-generation politician and a modern reformer, Chaudhary has transitioned from farmer advocacy to shaping India's youth and startup-focused policy frameworks. With degrees from Delhi University and London School of Economics, his global perspective and grassroots grounding position him uniquely to scale India's talent pipeline for the entertainment and gaming sectors.

Chaudhary's ministry is a cornerstone for enabling India's creative and digital workforce - one that the summit will position as central to the next phase of the global media economy.

Sanjay Jaju

A seasoned officer from the 1992 batch of the Indian Administrative Service (IAS), Jaju took charge as Secretary of the I&B Ministry of February 5, 2024. With a deep understanding of policy and reform, Jaju brings a wealth of cross-sectional experience to the ministry at a crucial moment when India's digital media economy is on the cusp of exponential growth.

Before taking over at the I&B Ministry, Jaju served as Additional Secretary in the Department of Defence Production, Ministry of Defence. There, he played a pivotal role in propelling India's defence and aerospace manufacturing through policies aimed at increasing investments under the "Make in India" initiative.

Earlier in his career, he served as Secretary in the Information Technology & Communications and Food and Civil Supplies Departments in the Government of Andhra Pradesh. Notably, he led the full-cycle execution of the Aadhaar registration drive across the undivided state - a foundational project that transformed welfare deilvery and identity verification.

Dr. L. Murugan

Dr. Loganathan Murugan brings with him a unique blend of legal expertise, grassroots political experience, and a deep understanding of public communication in the digital area.

A Rajya Sabha MP representing Madhya Pradesh, he has served in various capacities, most notably as Minister of State for Information and Broadcasting; and Fisheries, Animal Husbandry and Dairying from 2021 to 2024.

His current portfolio reinforces his critical role in overseeing the evolving intersection of media, governance, and public discourse.

His legal acumen - shaped by a law degree from Tamil Nadu Dr. Ambedkar Law College and a doctorate from the University of Madras - has been central to his public life. Before entering politics full-time, he practiced law for over 15 years and served as Standing Counsel to the Government of India at the Madras High Court.

Dilsher Malhi

A firm believer in responsible innovation, Malhi has built Zupee into a powerhouse of culture-driven, tech-first casual gaming - earning the trust of over 100 million users across the country.

At just 23, the IIT Kanpur alumnus founded Zupee in 2018 with a mission to reimagine traditional Indian games for a modern audience. From Ludo to Snakes & Ladders, he revived familiar formats and brought them into the digital age, fusing nostalgia with innovation.

His work integrates frontier technologies like AI-based anti-cheat systems and blockchain to promote fair play and transparency - principles that are core to Zupee's rapid ascent and reputation.

The Storyboard18 Digital Entertainment Summit will not only bring together government officials and policy thinkers, but also industry stalwarts, gaming innovators, and content creators. As India moves from being the world's largest consumer of digital content to one of its most influential creators, forums like DES are central to shaping policy, strategy, and collaboration.

READ MORE: <a href="https://www.storyboard18.com/des">DIGITAL ENTERTAINMENT SUMMIT</a>

SEE MORE: <a href="https://www.storyboard18.com/special-coverage/digital-entertainment-summit-2025-to-debut-in-delhi-as-india-stakes-its-claim-on-the-future-of-global-media-69595.htm">Digital Entertainment Summit 2025 to debut in Delhi as India stakes its claim on the future of global media</a>

Policymakers and industry stalwarts to headline Storyboard18’s Digital Entertainment Summit 2025

In a significant development in India’s media and tech landscape, Streambox Media Private Limited, the company behind the ambitious DOR TV platform, has officially shut down operations, effectively discontinuing all associated services. The announcement, issued in May 2025, marks the abrupt end of what was touted as India’s first subscription-only television service.

The company confirmed that both the DOR subscription service and the DOR TV app have been permanently shut down. Customers were informed that no further payments are required and that all customer support, warranty coverage, updates, and technical assistance have been discontinued. While the DOR TV device will still function as a smart television, all core services provided by DOR, including exclusive content and platform support, are now offline.

"We regret to inform our users that Streambox Media Private Limited has officially ceased operations, effective May 2025. As a result, the DOR subscription service, along with the DOR TV App, will no longer be available," the company said, whily notifying users.


Read more: <a href="https://www.storyboard18.com/television/streambox-media-launches-dor-as-indias-first-subscription-tv-service-48539.htm">Streambox Media launches Dor as 'India’s first subscription TV service'</a>


In November, Streambox Media, a strategic media-tech venture founded by Anuj Gandhi and backed by Micromax Informatics, along with Nikhil Kamath and Stride Ventures, launched Dor, a subscription-based Television Service. This set went live in India through Flipkart on December 1st, 2024, subsequently opening to other platforms and the offline distribution ecosystem.

The subscription service integrated 4K QLED TV with SVOD OTT streaming platforms, AVOD platforms, Live channels, Gaming, News and more into a single, affordable monthly subscription plan. Powered by India’s indigenously designed and developed, Dor TV OS, the subscription platform claimed to ensure an intuitive and unified viewing experience for consumers, eliminating fragmented navigation across multiple devices or apps.

India’s first subscription-based TV platform DOR shuts down as Streambox Media ceases operations

The Ministry of Information and Broadcasting (MIB) has announced that a mock e-auction for 730 FM radio channels across 234 cities will be conducted on June 30, 2025, as part of the ongoing Phase-III Batch-III expansion of private FM radio services.

A total of 19 applicants have been pre-qualified to participate in the upcoming auctions. These include leading broadcasters such as DB Corp, HT Media, Rajasthan Patrika Pvt Ltd, Malar Publications, Sapphire Media Ltd, Malayala Manorama, and Mathrubhumi Printing and Publishing, alongside new entrants such as Lohchab Motor Co., Santamonica Tours & Travels, and Setwell Coatings India.

The mock auction will be conducted by MSTC Ltd., the designated auctioneer, using the Simultaneous Multiple Round Ascending (SMRA) format. This preparatory round aims to help participants familiarise themselves with the online bidding system, including the use of Class 3 Digital Signature Certificates (DSC), static IP configuration, and round-wise bid submissions.


Read more: <a href="https://www.storyboard18.com/how-it-works/mib-extends-bidding-round-duration-in-fm-phase-iii-e-auctions-to-boost-participation-61978.htm">MIB extends bidding round duration in FM Phase III e-auctions to boost participation</a>



The auction is a key part of the government’s push to expand private FM radio coverage in India and enable greater regional content dissemination. Successful bidders will eventually be allotted 15-year licenses upon completion of the formal bidding process.

The bidders have been shortlisted based on their Earnest Money Deposit (EMD) and Initial Eligibility Points (IEP). DB Corp’s Radio Division lead the list with the highest EMD of Rs 8 crore and 3,200 eligibility points, followed by other contenders including Sapphire Media (Rs 7 crore EMD, 2,800 points), Hello FM parent Malar Publications (Rs 4.31 crore, 1,723 points), FM Tadka of Rajasthan Patrika (Rs 4 crore, 1,600 points), and HT Media (Rs 3.75 crore, 1,500 points), for Fever FM and Radio Nasha.

In October last year, the Ministry invited applications for e-auctions to allocate 730 channels across 234 uncovered cities under the third batch of FM Phase-III radio channels. In August 2024, the Union Cabinet, chaired by Prime Minister Narendra Modi, approved the proposal to conduct the third batch of e-auctions for 730 channels in 234 new cities with an estimated reserve price of Rs 784.87 crore, under the Private FM Radio Phase III policy.

It was informed then that the auction will begin four days after the mock auction, and participants are required to make the first 25% payment within five calendar days, with the remaining balance due within 15 calendar days of the auction's conclusion and notification of successful bidders by the government.


Read more: <a href="https://www.storyboard18.com/how-it-works/radio-players-conservative-bid-in-third-batch-of-phase-iii-fm-e-auctions-50871.htm">Radio players' conservative bid in third batch of phase-III FM e-auctions</a>


Permission holders for a new FM radio channel in uncovered cities under the Batch-III FM Phase-III auction must pay an annual fee of 4% of the channel’s gross revenue for the financial year, excluding Goods and Services Tax (GST).


In April this year, the Ministry issued Amendment No. 1 to the Auction Rules (dated November 27, 2024) for Private FM Radio Batch III channels e-auction under Phase III. As per the new amendment, issued on April 9, the Ministry has extended the duration of each round in the Rank-wise Multiple Rounds allocation stage from 30 minutes to 60 minutes. This change aims to provide bidders with more time per round during the allocation stage, potentially facilitating a more considered bidding process.


Read more: <a href="https://www.storyboard18.com/how-it-works/mib-to-conduct-e-auctions-for-fm-radio-channels-reserve-price-set-at-rs-784-87-crore-45012.htm">MIB to conduct E-auctions for FM Radio Channels, reserve price set at Rs 784.87 Crore</a>



​The Ministry initiated the third batch of e-auctions under Phase III of the Private FM Radio policy, aiming to expand FM radio services to 234 previously uncovered cities by offering 730 new channels. The FM Phase III policy, approved by the Union Cabinet in 2011, seeks to enhance the reach of private FM radio across India. The first two batches of auctions, conducted in 2015 and 2016, resulted in the allocation of 163 channels across 104 cities. The current third batch focuses on cities that have not yet received private FM services, aiming to promote local content, generate employment, and provide diverse entertainment options. ​

Storyboard18 earlier reported that the third batch of phase-III FM e-auctions hasn't found many enthusiastic participants because of high reserve prices and the 9-year long hiatus. Many radio players will likely limit spending to 10% of previous levels.

Read more: EXCLUSIVE: <a href="https://www.storyboard18.com/how-it-works/radio-sector-demands-de-linking-notef-gst-revision-and-mandate-for-radio-on-mobile-37232.htm">Radio sector demands de-linking NOTEF, GST revision, and mandate for 'radio on mobile'</a>

Ministry of I&B to hold mock e-auction on June 30 for 730 FM radio channels; 19 bidders pre-qualified

With the world’s largest digital population and a media economy growing at breakneck speed, India is positioning itself as a formidable force in shaping the future of global entertainment.

The upcoming Storyboard18 Digital Entertainment Summit (DES), set to take place on June 27 at The Leela Palace in New Delhi, is the latest sign of the country’s ambitions and rising influence.

Backed by Network18 Group, with flagship coverage from CNBC-TV18, CNN-News18, Moneycontrol and Forbes India, the summit arrives amid a global recalibration of digital power. The event builds on momentum from the government’s landmark World Audio Visual and Entertainment Summit (WAVES), and seeks to define the next chapter of the digital entertainment revolution—one with India at its center.

Among the speakers headlining the summit is Shivani Jha, a prominent public policy lawyer and digital rights advocate, who has emerged as one of the most articulate voices championing fairness, user safety, and responsible growth within India’s online gaming industry.

Shivani Jha

Currently serving as the Director of the Egamers and Players Welfare Association (EPWA), Shivani Jha brings over a decade of legal experience to the table, shaped by her academic foundation at Georgetown University Law Center (postgraduation, 2013) and early professional years spent navigating complex securities and private equity cases at Cyril Amarchand Mangaldas.

Since pivoting to technology and public policy in 2021, Shivani has focused her energy on digital rights, evolving workspaces, and user safety in the online ecosystem. 

At EPWA, she works at the intersection of law, governance, and real-world user concerns—collaborating with gamers, researchers, government agencies, and industry bodies to ensure the rights and interests of players are not just acknowledged, but actively protected.

Her approach to leadership is collaborative, grounded in legal nuance, and responsive to the rapid changes reshaping the digital entertainment landscape. From regulatory debates to community engagement, Shivani’s work reflects a broader mission: to craft a more inclusive and balanced digital environment that grows in tandem with its user base.

Digital Entertainment Summit

As home to the largest digital population in the world, India can lead the global agenda on a fast-growing and influential industry, with the power to generate billions in revenue while engaging millions across the world. The Digital Entertainment Summit will help surface the stories and the winning strategies that will unlock the next level of exponential growth.

Prime Minister Narendra Modi’s strong vision for developing the AVGC sector (Animation, Visual Effects, Gaming, and Comics) has significantly boosted the gaming industry. The central government has opened numerous opportunities, accelerating the industry's growth.

The Storyboard18 Digital Entertainment Summit will focus on the online gaming industry and the policies aimed at supporting the gaming ecosystem. With Artificial Intelligence at the forefront, many gaming companies are leveraging smart technology to enhance the gaming experience. Discussions will center on monetizing gaming apps and expanding revenue models, which are key to driving industry growth. The industry has long advocated for favorable conditions to operate within the country.

READ MORE: <a href="https://www.storyboard18.com/special-coverage/digital-entertainment-summit-2025-to-debut-in-delhi-as-india-stakes-its-claim-on-the-future-of-global-media-69595.htm">DIGITAL ENTERTAINMENT SUMMIT</a>

Shivani Jha set to attend Storyboard18's Digital Entertainment Summit 2025

As the media and entertainment industry undergoes rapid transformation in India, all eyes are on key policymakers who will shape its future. 

At the upcoming Storyboard18 Digital Entertainment Summit (DES) on June 27, 2025, in New Delhi, one of the most anticipated addition to the lineup is that of Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, Government of India.

Sanjay Jaju

A seasoned officer from the 1992 batch of the Indian Administrative Service (IAS), Jaju took charge as Secretary of the I&B Ministry of February 5, 2024. 

With a deep understanding of policy and reform, Jaju brings a wealth of cross-sectional experience to the ministry at a crucial moment when India's digital media economy is on the cusp of exponential growth.

Jaju is a postgraduate mechanical engineer, a Cost & Management Accountant, and also holds and MBA in Finance. Over the years, he has left his mark on diverse sectors including defence, education, urban development, tribal welfare, and information technology.

Before taking over at the I&B Ministry, Jaju served as Additional Secretary in the Department of Defence Production, Ministry of Defence. There, he played a pivotal role in propelling India's defence and aerospace manufacturing through policies aimed at increasing investments under the "Make in India" initiative.

His instrumental work in founding the Defence Innovation Organisation and iDEX (Innovations for Defence Excellence) helped create a thriving startup ecosystem for defence needs. For his contributions, he was conferred the Prime Minister's Award for Excellence in Public Administration in 2021.

His track record in infrastructure is equally formidable. He was the founding Director of NHIDCL (National Highways & Infrastructure Development Corporation Ltd), accelerating border connectivity in strategic and high-altitude regions under the Ministry of Road Transport and Highways.

Earlier in his career, he served as Secretary in the Information Technology & Communications and Food and Civil Supplies Departments in the Government of Andhra Pradesh. Notably, he led the full-cycle execution of the Aadhaar registration drive across the undivided state - a foundational project that transformed welfare deilvery and identity verification.

Digital Entertainment Summit

As home to the largest digital population in the world, India can lead the global agenda on a fast-growing and influential industry, with the power to generate billions in revenue while engaging millions across the world. The Digital Entertainment Summit will help surface the stories and the winning strategies that will unlock the next level of exponential growth.

Prime Minister Narendra Modi’s strong vision for developing the AVGC sector (Animation, Visual Effects, Gaming, and Comics) has significantly boosted the gaming industry. The central government has opened numerous opportunities, accelerating the industry's growth.

The Storyboard18 Digital Entertainment Summit will focus on the online gaming industry and the policies aimed at supporting the gaming ecosystem. With Artificial Intelligence at the forefront, many gaming companies are leveraging smart technology to enhance the gaming experience. Discussions will center on monetizing gaming apps and expanding revenue models, which are key to driving industry growth. The industry has long advocated for favorable conditions to operate within the country.

READ MORE: <a href="https://www.storyboard18.com/special-coverage/digital-entertainment-summit-2025-to-debut-in-delhi-as-india-stakes-its-claim-on-the-future-of-global-media-69595.htm">DIGITAL ENTERTAINMENT SUMMIT</a>

MIB Secretary Sanjay Jaju to attend Storyboard18's Digital Entertainment Summit 2025

As India gears up to shape the next frontier in the global digital entertainment revolution, the Storyboard18 Digital Entertainment Summit (DES) promises to be a powerful platform driving conversation, policy, and innovation in the space.

Taking place on June 27, 2025, at The Leela Palace, New Delhi, the summit arrives at a moment when India's digital economy is accelerating at breakneck speed, and its entertainment and gaming sectors are stepping into a new era of scale, responsibility, and global relevance.

Dilsher Malhi

Among the exciting voices at the event will be Dilsher Malhi, Founder & CEO of Zupee, who is helping define the contours of India's booming online gaming industry.

A firm believer in responsible innovation, Malhi has built Zupee into a powerhouse of culture-driven, tech-first casual gaming - earning the trust of over 100 million users across the country.

At just 23, the IIT Kanpur alumnus founded Zupee in 2018 with a mission to reimagine traditional Indian games for a modern audience. From Ludo to Snakes & Ladders, he revived familiar formats and brought them into the digital age, fusing nostalgia with innovation.

His work integrates frontier technologies like AI-based anti-cheat systems and blockchain to promote fair play and transparency - principles that are core to Zupee's rapid ascent and reputation.

Malhi has played a vital role in collaborating with regulatory bodies such as MeitY, advocating for clear distinctions between skill-based and chance-based gaming, helping the industry earn legitimacy and regulatory clarity.

A recipient of multiple accolades - including Forbes Asia's 30 Under 30 in Consumer Technology and IDFC First-Hurun India Top 200 Self-Made Entrepreneurs - Malhi stands at the intersection of innovation and influence.

Digital Entertainment Summit

As home to the largest digital population in the world, India can lead the global agenda on a fast-growing and influential industry, with the power to generate billions in revenue while engaging millions across the world. The Digital Entertainment Summit will help surface the stories and the winning strategies that will unlock the next level of exponential growth.

Prime Minister Narendra Modi’s strong vision for developing the AVGC sector (Animation, Visual Effects, Gaming, and Comics) has significantly boosted the gaming industry. The central government has opened numerous opportunities, accelerating the industry's growth.

The Storyboard18 Digital Entertainment Summit will focus on the online gaming industry and the policies aimed at supporting the gaming ecosystem. With Artificial Intelligence at the forefront, many gaming companies are leveraging smart technology to enhance the gaming experience. Discussions will center on monetizing gaming apps and expanding revenue models, which are key to driving industry growth. The industry has long advocated for favorable conditions to operate within the country.

READ MORE: <a href="https://www.storyboard18.com/special-coverage/digital-entertainment-summit-2025-to-debut-in-delhi-as-india-stakes-its-claim-on-the-future-of-global-media-69595.htm">DIGITAL ENTERTAINMENT SUMMIT</a>

Zupee CEO Dilsher Malhi to join industry changemakers at Storyboard18's Digital Entertainment Summit 2025

As geopolitical tensions escalate between Israel and Iran, the ripple effects can be felt across global marketing boardrooms. Advertisers, media planners, and holding companies are recalibrating strategies in response to rising oil prices, supply chain uncertainty, and fragile consumer sentiment, all of which are critical levers influencing global advertising expenditure (adex).

Although a ceasefire has since been announced, industry leaders warn that the psychological impact of such volatility could linger. The global adex, already trimmed from a projected 7% to 6% growth by leading holding firms such as WPP Media, now faces a further potential contraction of 2–4% in the next quarter, should tensions flare again.

“Whenever there’s geopolitical uncertainty, brands pull back discretionary ad spends, especially in globally dependent or energy-sensitive sectors like aviation, logistics, and automotive,” said Prabhakar Tiwari, CEO of FRN Advisory. “We are witnessing a shift toward performance-driven campaigns and contingency-led budgeting, particularly in export-heavy markets.”


Read more: <a href="https://www.storyboard18.com/advertising/india-adex-to-rise-8-4-to-21-3-billion-in-2025-even-as-global-growth-slows-to-6-wpp-media-69775.htm">India adex to rise 8.4% to $21.3 billion in 2025, even as global growth slows to 6%: WPP Media</a>


In its 'Mid-Year Global Advertising Forecast' for 2025, WPP Media recently revised the global adex projection downward to 6.0% due to disruptions to global trade and continued deglobalisation pressures weighing on advertising investment, versus its December 2024 forecast that projected 7.7% growth for 2025. Meanwhile, the agency predicted India to witness a growth of 8.4% (from earlier projection of 7%) to reach $21.3 billion by the end of 2025.

"We now expect global advertising revenue to reach $1.08 trillion in 2025, with growth of 6.1% projected for 2026. Our team forecasts a compound annual growth rate (CAGR) of 5.4% between 2025 and 2030, lower than the previously projected 6.4% CAGR for 2024–2029," it said.

According to Yasin Hamidani, Director at Media Care Brand Solutions, many multinational brands have already begun revisiting their Q3 and Q4 media plans in volatile regions. “There’s a clear move from long-term brand awareness initiatives to short-term ROI-focused channels. There are conversations happening on campaigns being paused, shortened, or reallocated toward digital and crisis communications, especially targeting Middle East,” he said.

In markets like the Middle East, where brand confidence is closely tied to stable trade and energy flows—, dvertisers are opting for flexibility over fixed commitments. “Shorter buying cycles, real-time optimisation, and a bias for lower-funnel performance media are becoming the new norm,” echoed Ambika Sharma, Founder of Pulp Strategy.


News Viewership Surges, But Not a Long-Term Gain


While rising tensions usually lead to a spike in news consumption—estimated at 15–20% during major geopolitical events—this shift rarely translates into long-term gains for the media ecosystem unless the situation escalates. “In the short term, more advertisers may divert budget to national news channels, especially if a war narrative dominates headlines,” said a senior media planner, “but it’s an opportunistic rather than strategic shift.”

Read more: <a href="https://www.storyboard18.com/how-it-works/air-india-suspends-flights-to-and-from-middle-east-europe-and-north-america-amidst-middle-east-conflict-71528.htm">Air India suspends flights to and from Middle East, Europe, and North America amidst Middle East conflict</a>

President- Indian Dairy Association and former MD of Amul R.S. Sodhi agreed, noting that “the real threat was the prospect of rising fuel prices and inflation, which could have dampened consumer demand and hence ad budgets.” However, with a ceasefire already in place, he believes the worst may have been averted—for now.


India’s Adex: A Beacon of Relative Resilience


Despite the global tremors, India’s advertising market has remained largely insulated. Experts attribute this to robust domestic consumption, a strong digital advertising backbone, and the upcoming festive season in H2 2025, which promises to bolster brand activity across e-commerce, retail, BFSI, and personal care sectors.

“India’s adex might see a minor correction of 0.5–1.25% in the short term, mostly in oil-linked categories,” said Tiwari, “but overall momentum remains intact.” Several experts echoed that sentiment, calling India a "relative safe haven" for media investments.

“While global marketers are hitting pause elsewhere, we’re seeing quiet re-weighting of budgets in favor of high-growth, consumption-led economies like India,” said Shradha Agarwal, Global CEO of Grapes Worldwide. “It’s not a flood of capital, but a strategic rebalancing that acknowledges India’s economic and digital maturity.”


Read more: <a href="https://www.storyboard18.com/how-it-works/traditional-adex-under-pressure-as-tv-grows-by-1-print-down-by-3-in-2025-wpp-media-69820.htm">Traditional adex under pressure as TV grows by 1%, print down by 3% in 2025: WPP Media</a>



Still, brands are approaching with caution. The threat of contagion, particularly if oil prices rise further or the conflict expands, continues to weigh on media investment decisions. 

“Nobody wants to commit large budgets in uncertain times, even in stable markets,” noted Hamidani. “But India is uniquely positioned with its large domestic audience and policy predictability. That gives it an edge.”

For now, holding companies are watching margins, oil prices, and consumer sentiment closely. If calm holds in West Asia, global adex may stabilise by late Q3. If not, brands are prepared to pivot quickly- cutting discretionary campaigns, doubling down on performance metrics, and refocusing on markets where growth is still feasible.

In a nutshell, the Israel–Iran conflict may not have triggered a full-blown media crisis, but it has injected enough uncertainty into the global advertising economy to spark strategic resets.

MEDIA