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‘Sham’, ‘scam’: Cannes Lions-award winning ads under public scrutiny

30% surge in footfalls, 40% repeat fans, why India's concert economy is exploding

Digital Entertainment Summit 2025: The Highlights

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In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

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Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

In the age of viral clips and social media judgment, it takes only a few seconds of screen time to ignite political fire and Maharashtra Agriculture Minister Manikrao Kokate is the latest to find himself at the eye of this storm.

<blockquote class="twitter-tweet">“<a href="https://twitter.com/hashtag/%E0%A4%9C%E0%A4%82%E0%A4%97%E0%A4%B2%E0%A5%80_%E0%A4%B0%E0%A4%AE%E0%A5%80_%E0%A4%AA%E0%A5%87_%E0%A4%86%E0%A4%93_%E0%A4%A8%E0%A4%BE_%E0%A4%AE%E0%A4%B9%E0%A4%BE%E0%A4%B0%E0%A4%BE%E0%A4%9C?src=hash&amp;ref_src=twsrc%5Etfw">#जंगली_रमी_पे_आओ_ना_महाराज</a>…!” सत्तेतल्या राष्ट्रवादी गटाला भाजपला विचारल्याशिवाय काहीच करता येत नाही म्हणूनच शेतीचे असंख्य प्रश्न प्रलंबित असताना, राज्यात रोज ८ शेतकरी आत्महत्या करत असताना सुद्धा काही कामच नसल्याने कृषिमंत्र्यांवर रमी खेळण्याची वेळ येत असावी. रस्ता भरकटलेल्या… <a href="https://t.co/52jz7eTAtq">pic.twitter.com/52jz7eTAtq</a>&mdash; Rohit Pawar (@RRPSpeaks) <a href="https://twitter.com/RRPSpeaks/status/1946778150857580930?ref_src=twsrc%5Etfw">July 20, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

A video showing Kokate allegedly playing an online card game during a legislative session has not only drawn fierce opposition backlash but also sparked physical altercations and soul-searching questions about political optics, responsibility and credibility. 

But Kokate insists the moment was misunderstood. “I was not playing rummy,” he clarified, calling the video “selectively edited” and misleading. According to him, he was merely trying to access YouTube to check Assembly proceedings when an ad for Junglee Rummy appeared briefly, a pop-up he skipped within seconds. “That’s when someone decided to hit record,” Kokate said. “Why don’t people ask if Rohit Pawar gets online ads too?”

The explanation, however, hasn’t stopped the political fallout. The footage, posted by NCP (Sharad Pawar faction) MLA Rohit Pawar, has become a rallying point for critics accusing the government of apathy amid a farm crisis with Maharashtra reportedly witnessing nearly eight farmer suicides a day.

“The Agriculture Minister is playing games while farmers are dying,” Pawar said, turning the moment into a metaphor for misplaced priorities. The Congress and NCP (SP) were quick to pile on, with leaders calling the incident symbolic of the state’s “disconnect from ground realities.”

But the issue has also escalated beyond rhetoric. At a press conference in Latur, activists from the Chhava Sanghatna staged a dramatic protest, throwing playing cards and demanding Kokate’s resignation. What followed was mayhem, a violent brawl between protestors and NCP workers, including the party’s youth wing president Suraj Chavan. Video clips show fists, kicks and chaos before police managed to disperse the crowd.

Read More: <a href="https://www.storyboard18.com/social-media/from-infamy-to-focus-soham-parekh-moves-on-but-says-nothings-changed-since-moonlighting-scandal-75337.htm">From Infamy to Focus! Soham Parekh moves on, but says ‘nothing’s changed’ since moonlighting scandal</a>

Read More: <a href="https://www.storyboard18.com/social-media/what-really-happened-at-the-coldplay-concert-with-astronomers-ceo-and-hr-chief-75355.htm">What really happened at the Coldplay concert with Astronomer's CEO and HR chief</a>

Maharashtra minister says ‘Not Playing Rummy’, viral video misleading

From subtitles and scipts to deepfakes and avatars, artificial intelligence is rapidly drawing the contours of the creator economy – and not all creators are thrilled.

At a special edition of Media Dialogues with Storyboard18, Editor Delshad Irani led a riveting discussion with content creators Ankush Bahuguna, Shibani Bedi, and Raj Grover. The trio, who’ve built loyal digital audiences through comedy, beauty, and everyday relatability, got real about the impact of AI on creativity, individuality, and the future of their craft.

Also Read: <a href="https://www.storyboard18.com/brand-makers/from-virality-to-viability-creators-decode-the-future-of-content-and-commerce-72910.htm">From Virality To Viability: Creators decode the future of content and commerce</a>

“I think it’s going to standardize the creator industry in a way where it’s probably not as creative anymore,” said Ankush Bahuguna. “The monies that we will make will be much lesser… brands can now just buy your face, your voice, and created ads using AI tools without you turning up on set. That’s scary.”

While tools like auto-subtitling and content packaging bring efficiency, the creators drew a clear line when it came to authenticity. “You can’t make AI do everything on your behalf,” Bahuguna stressed. “Use it for the things that make your work faster – subtitles, graphics, editing – but your voice and the one liners? That has to come from you.”

Also Read: <a href="https://www.storyboard18.com/watch-listen/from-viral-to-vulnerable-indian-content-creators-speak-out-on-hate-on-different-platforms-73991.htm">From viral to vulnerable: Indian content creators speak out on hate on different platforms</a> 

Raj Grover agreed, cautioning against AI for scripting: “People like us got famous because we wrote that content in our own way and said it in our own voice. They like us speaking that.” He added that over-reliance on AI might make all the creators sound the same. “A normal human being is not an actor who can just read it and then do it in his way.”

Shibani Bedi echoed the concerns. “The scope of us leaning into AI is just this much – maybe editing or packaging. But there are tools now that can create an entire film setup for Rs 5 lakhs a month. That’s a lot of jobs at risk.” She added, “It’s evolving very fast. We don’t even know what the next year will look like.”

The conversation took a sobering turn when the panellists discussed deepfakes and misuse of their likeness. “Recently, I saw some influencer’s photo which looked like a great photoshoot – and later I found out it was all AI,” said Bahuguna. “This person did not wear these clothes, did not go to that location.”

Bedi added recounting a similar episode, “I know a fellow creator whose deepfake cideo was all over the internet being used by a brand.”

But amidst the paranoia, there was also pragmatism. Bahuguna said, “We have to keep up with the time. It’s a skill to be authentic while using these tools. The real win is capturing attention without losing yourself.”

Also Read: <a href="https://www.storyboard18.com/brand-makers/these-creators-reject-betting-ads-despite-3x-payouts-heres-why-73607.htm">These creators reject betting ads despite 3x payouts - here’s why</a> 

WATCH

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“Scary”: Creators like Ankush Bahuguna say AI will standardize content and slash payouts

In the pre-Facebook era, before algorithms dictated your feed and privacy policies became unreadable tomes, there was Orkut - the original playground of online friendships for millions of Indians.

Launched in 2004 by Google employee Orkut Büyükkökten as a passion project, the platform quickly became a cultural phenomenon in countries like India and Brazil.

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For a generation of early internet users, Orkut was their taste of social networking. And yet, within a decade, it was gone.

So, what happened?

The Rise: A Scrappy Start to Stardom

When Orkut launched, it arrived in a relatively empty digital landscape. Social media was still in its infancy, and Orkut offered an irresistible mix: public profiles, "scraps" (messages left by friends), "testimonials" (digital love letters), and the ability to browse profiles of complete strangers - a guilty pleasure many secretly indulged in.

Its intuitive layout, community-driven culture, and easy friend-finding features turned it into a craze. By 2008, India alone accounted for nearly 20% of Orkut's global traffic, second only to Brazil. From college canteens to cyber cafes, "scrap me" became a phrase as common as "call me."

It wasn't just about socialising. Orkut communities became platforms for debates, fan clubs, and even matchmaking. For many, it was a rite of passage - a digital coming-of-age.

The Fall: From Cool to Clunky

But while Orkut ruled hearts,, it failed to evolve. 

As the social media universe began expanding rapidly, Orkut stagnated. Facebook, which opened to the public in 2006, brought a more polished user interface, privacy controls, and addictive features like the News Feed and photo tagging.

Orkut, in contrast, remained static and rudimentary. Its interface looked increasingly dated. Worse, Google never fully integrated Orkut into its broader product ecosystem, treating it as a side hustle rather than a strategic asset.

Security became a growing concern. The platform was notorious for spammy messages, fake profiles, and offensive content in communities. Unlike Facebook, which doubled down on real identities and content moderation, Orkut struggled with digital hygiene. Its open searchability also raised privacy red flags.

By the time google attempted to revamp Orkut with design upgrades in 2011, the damage had already been done. Facebook had already pulled ahead, sucking away both users and attention.

The End: A Quiet Goodbye

On September 30, 2014, Google officially pulled the plug on Orkut. Few were surprised, but many were nostalgic. For a whole generation, it was like saying goodbye to a childhood friend.

But the story didn't quite end there.

In 2018, Orkut Büyükkökten launched Hello Network, an app that focused on connecting people around shared passions - echoing the community-driven ethos of Orkut.

However, Hello never quite gained the same traction, lost in a saturated market dominated by Instagram, TikTok, and LinkedIn. The domain orkut.com now redirects to a nostalgic note from its founder, a digital tombstone of sorts.

[caption id="attachment_75528" align="alignnone" width="750"]<img src="https://images.storyboard18.com/storyboard18/2025/07/Orkut1-2025-07-d0d425e769315c4612eeb105708ce7d6-1024x576.jpg" alt="Orkut digital note" width="750" height="422" class="size-large wp-image-75528" /> Orkut digital note[/caption]

Legacy: More Than Just a Platform

Orkut may be gone, but its influence lingers. It was the social media training ground for millions over the globe. It shaped how people curated their online identities, expressed affection through testimonials, and understood digital connection.

Today's hyper-connected world of filters and reels might feel like light years ahead, but there was something charmingly earnest about Orkut - a time when the internet was less about influencers and more about "frandship."

As platforms rise and fall, Orkut serves a reminder: in the ever-shifting sands of social media, even giants can become ghosts.

Also Read: <a href="https://www.storyboard18.com/how-it-works/beyond-the-beach-why-quiet-vacationing-signals-a-trust-deficit-at-work-75079.htm">Beyond the Beach! Why “Quiet Vacationing” signals a trust deficit at work</a>

From scraps to silence: The untold story of Orkut's meteoric rise and quiet exit

Airtel's strategic partnership with AI search engine Perplexity has led to a surge in downloads, propelling the Perplexity app to the top spot on Apple's App Store in India - surpassing OpenAI's ChatGPT. 

This milestone was confirmed by Perplexity AI's CEO, Aravind Srinivas, in a LinkedIn post.

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According to a Reuters report, the spike in downloads comes just a day after Airtel announced it would offer a one-year subscription to Perplexity AI Pro - worth Rs 17,000 annually - for free to its users.

While the Perplexity app has long been listed among the top AI apps on mobile platforms, it had never overtaken ChatGPT in the Indian app store rankings - until now.

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The free access to Perplexity’s premium tier, which includes advanced features like Labs and Pro tools, has made the app especially attractive to students, educators, researchers, and working professionals.

The move to partner with Airtel marks a significant expansion effort for Perplexity AI, which operates as an AI-powered search engine providing real-time answers to complex queries. 

With Airtel’s massive user base and aggressive promotional push, users have been quick to download the app as the most convenient way to access the AI platform - though the service is also accessible via web browsers like Safari and Chrome.

Aravind Srinivas, CEO of Perplexity AI, shared the news on LinkedIn, noting the app’s record-breaking performance and thanking users for their support following the Airtel partnership.

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Perplexity AI overtakes ChatGPT on App Store after Airtel deal sparks download surge

Felix Baumgartner, the Austrian daredevil best known for his death-defying leap from the stratosphere in 2012, has died at the age of 56.

The famed adventurer passed away in a tragic paraglider crash on July 17 in Porto Sant'Elpidio, a coastal city in eastern Italy, according to an AP report.

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Local firefighters confirmed that a paraglider had crashed into the side of a swimming pool near the coast, later identifying the victim as Baumgartner. The city's mayor Massimiliano Ciarpella, mourned his loss in a heartfelt social media post, stating, "Our community is deeply affected by the tragic disappearance of Felix Baumgartner, a figure of global prominence, a symbol of courage and passion for extreme flight."

Nicknamed "Fearless Felix," Baumgartner gained worldwide fam in 2012 when he became the first human to break the sound barrier in freefall.

Wearing a pressurized suit and supported by a team of engineers, scientists, and fellow skydivers, he launched himself from a capsule suspended by a helium balloon 24 miles (39 kilometres) above New Mexico.

In a breath-taking nine-minute descent through the stratosphere, Baumgartner reached speeds of 843.6 mph - or 1.25 times the speed of sound - becoming the first skydiver to fall faster than the speed of sound without vehicular power. The stunt was part of the Red Bull Stratos project and marked a historic moment in human flight and high-altitude skydiving.

During the descent, Baumgartner briefly entered a dangerous flat spin while still supersonic, rotating uncontrollably for 13 seconds before stabilizing. Despite the risks, he landed safely in the desert of eastern New Mexico. Reflecting on the moment, he told the Associated Press, “When I was standing there on top of the world, you become so humble... The only thing you want is to come back alive.”

Baumgartner’s record for the highest free-fall jump was broken in 2014 by Google executive Alan Eustace, but the Austrian’s feat remains one of the most iconic moments in the history of extreme sports and human exploration.

Born on April 20, 1969, Baumgartner started as a military parachutist in Austria before turning his passion into a career. Throughout his lifetime, he performed stunts from planes, skyscrapers, bridges, and even iconic landmarks like Brazil’s Christ the Redeemer statue.

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Felix Baumgartner, 'Fearless Felix' who jumped from the edge of space, dies at 56

At the inauguration of the Indian Institute of Creative Technologies (IICT)-NFDC campus in Mumbai, Sanjay Jaju, Secretary, Ministry of Information & Broadcasting, positioned India as a rising global hub for media, culture, and creative innovation. The event also marked the launch of the WAVES outcome report, following the massive global showcase of media and entertainment hosted earlier this year.

Reflecting on the recently concluded WAVES 2025, billed as one of the largest such events globally, the Minister said, “WAVES was not merely an event, it had a vision brought to life.” Citing Prime Minister Narendra Modi’s remarks during the inauguration of WAVES, he said it was “a wave of culture, creativity, and universal connectivity,” that brought together nations and disciplines under one platform with India at the heart.

Read more:<a href="https://www.storyboard18.com/how-it-works/one-of-the-finest-campuses-of-the-country-ashwini-vaishnaw-inaugurates-indias-first-iict-campus-in-mumbai-75368.htm"> "One of the finest campuses of the country": Ashwini Vaishnaw inaugurates India’s first IICT Campus in Mumbai</a>

With participation from over 100 countries, 3,000 companies, and one lakh business visitors, WAVES became a meeting confluence for storytelling traditions, emerging technologies, and cultural exchange. The summit’s Creative Sphere, a global talent and innovation showcase, drew over 1 lakh participants from 63 countries, leading to 750 finalists across 34 ‘Create in India’ challenges, revealed Jaju.

The event also led to substantial commercial outcomes, he mentioned.

“WAVES Bazaar accounted for close to Rs 1,300 crore + worth of deals in content buying and selling,” Jaju noted, adding that several MoUs and business pacts were signed during the event.

The Global Media Dialogue, attended by delegates from 77 countries, concluded with the adoption of the ‘WAVES Declaration’—a unified statement aimed at fostering global cooperation in creative industries.

IICT-NFDC: A Creative Launchpad

Jaju also announced that the newly opened NFDC campus of IICT in Mumbai is now operational, with student registrations open and classes set to begin in September. “We are not calling it a temporary setup—this is the IICT campus,” he declared.

Read more: <a href="https://www.storyboard18.com/how-it-works/prasar-bharati-maha-govt-mfscdc-join-hands-to-develop-creative-media-ecosystem-in-malad-75377.htm">Prasar Bharati, Maha Govt, MFSCDC join hands to develop creative media ecosystem in Malad</a>


The campus will also host incubation facilities and aims to be a launchpad for India’s creative and entrepreneurial talent in film, animation, gaming, and allied sectors. Jaju said final campus project, expected to be completed in two years.

He concluded by expressing gratitude to the Maharashtra government for its partnership in bringing these initiatives to life.

“This is the beginning of stories yet to be told, of a creative India en route to its full discovery,” he said.

The Union Minister for Information and Broadcasting, Ashwini Vaishnaw, and the Chief Minister of Maharashtra, Devendra Fadnavis, jointly inaugurated the campus of the IICT at the NFDC Films Division Complex, Pedder Road, Mumbai on July 18.

The dignitaries also unveiled the official logo of IICT and announced the commencement of its academic programs from September this year.

Read more: <a href="https://www.storyboard18.com/how-it-works/union-ib-minister-ashwini-vaishnaw-and-maharashtra-cm-devendra-fadnavis-inaugurate-iict-campus-in-mumbai-75381.htm">Union I&B Minister Ashwini Vaishnaw and Maharashtra CM Devendra Fadnavis inaugurate IICT Campus in Mumbai</a>


The newly inaugurated IICT campus has a world-class infrastructure, including fully equipped classrooms, advanced media labs, post-production suites and dedicated spaces for animation, VFX and XR training. Designed to global standards, the campus provides a state-of-the-art learning environment that blends technology with creative excellence.

300 students are expected to come out of the inaugural year from this NFDC IICT campus.

The second campus is expected to be made in 2 years at Filmcity Goregaon.

WAVES Bazaar enabled content deals worth Rs 1,300 cr:  Sanjay Jaju reveals at IICT inauguration

What was supposed to be a night of music and magic at a Coldplay concert quickly morphed into an unexpected internet storm for tech firm Astronomer, according to media reports.

During a recent performance at the Gillette Stadium in Boston, a seemingly innocuous moment on the concert's 'kiss cam' spotlighted Astronomer CEO Andy Byron and HR head Kristin Cabot to the audience - only for the duo's startled reactions to raise more than just eyebrows.

As the band's frontman Chris Martin encouraged crowd interactions, the camera zoomed in on Byron and Cabot, who were seen sitting closely. "Oh, look at these two," Martin said playfully. But what followed was far from the warm fuzzies Coldplay might have intended.

Byron quickly ducked out of the frame, while Cabot covered her face with her hands and turned away - prompting Martin to quip, "Oh, what... either they're having an affair or they're very shy."

That brief moment sent social media into overdrive.

The clip went viral across platforms, spawning memes, hot takes, and the now-ubiquitous hashtag #Coldplaygate.

The awkwardness - and the visible discomfort - sparked widespread rumours of a possible workplace romance gone public, with netizens speculating whether the pair were involved in something beyond their professional roles.

Who are Andy Byron and Kristin Cabot?

Andy Byron, who took over as CEO and director of Astronomer in 2023, has had a long-standing career in tech, though not without controversy - former colleagues have described him as a “toxic boss.” Kristin Cabot joined the $1.3 billion company as Chief People Officer in early 2024. 

At the time, Byron had praised her in a press release, calling her “exceptional” and a “perfect fit” for the company’s culture.

Cabot, in her own onboarding post, expressed admiration for Byron and Astronomer’s leadership - adding another layer of intrigue to the now-scrutinised dynamic between the two.

Internet reacts - including Elon Musk

Adding to the chaos, none other than Elon Musk weighed in. Reacting to a post about the viral moment, Musk posted a "laughing out loud" emoji, further propelling the scandal into the spotlight.

While Astronomer has yet to issue an official statement, the company’s co-founder and former CEO Ry Walker took to Twitter to publicly distance himself from the drama. “For those asking—I’m no longer involved in @astronomerio... not on the team or board since 2022, and have no information on ColdplayGate,” he clarified.

What really happened at the Coldplay concert with Astronomer's CEO and HR chief

Livestreaming service Twitch by Amazon, who recently announced plans to move into the vertical video space, has begun initial alpha tests with a few streamers.

The feature, once fully rolled out, would make Twitch more competitive with other popular vertical video services like TikTok, Instagram Reels, and YouTube Shorts.

According to findings from market intelligence provider AppSensa, the Amazon-owned livestreaming platform announced it has begun testing a new vertical video feed on its mobile app, marking a significant departure from its traditional horizontal livestream layout.

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Dubbed the “Discovery Feed,” the new feature allows users to scroll through a personalized stream of short, full-screen videos, both live and pre-recorded.

The test is currently available to a small group of users and includes both vertical live broadcasts and clip-style highlights. The clips will be auto-cropped using AI to fit the vertical format, though creators can also manually edit or upload vertical versions.

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AppSensa also noted that the current implementation includes permission handling for both the camera and microphone access, as is required by mobile platforms, indicating the app will be used for the livestreams.

Vertical videos have become increasingly popular for businesses due to the rise of mobile devices and social media platforms that are designed for vertical content consumption, such as Instagram Stories, Snapchat, and TikTok.

Amazon's live streaming service Twitch tests vertical video streams

Soham Parekh, the Indian tech professional who drew global attention for working full-time at multiple startups simultaneously, says his life has remained largely unchanged since the controversy that made him a cautionary tale in Silicon Valley.

“My life hasn’t changed one bit,” Parekh recently wrote on X, sharing a casual reply to someone asking how he juggled such intense workloads, “I love what I do. Lol... I don’t have anything else to do.”

<blockquote class="twitter-tweet">My life hasn&#39;t changed one bit <a href="https://t.co/OpmPWguhoW">pic.twitter.com/OpmPWguhoW</a>&mdash; Soham Parekh (@realsohamparekh) <a href="https://twitter.com/realsohamparekh/status/1945288513273942321?ref_src=twsrc%5Etfw">July 16, 2025</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

The episode unfolded last year when Mixpanel co-founder Suhail Doshi accused Parekh of deceiving multiple companies, including Y Combinator-backed startups by moonlighting across roles. Described by some as one of the boldest employment scams in tech, the scandal sparked widespread debate around remote work accountability, hiring due diligence and ethical lines in startup culture.

Parekh later admitted to the duplicity, citing financial struggles as the key driver. “I’m not proud of what I’ve done... but I did it out of necessity,” he told TBPN, revealing he worked nearly 140 hours a week at one point.

Now at Darwin Studios, an AI-driven media platform, Parekh says he’s choosing a clean slate. “They’ve put a bet on me, and I have a lot to prove,” he said, promising to focus solely on this new role.

Read More: <a href="https://www.storyboard18.com/social-media/from-scandal-to-second-chance-moonlighting-engineer-soham-parekh-breaks-silence-joins-ai-startup-72963.htm">From Scandal to Second Chance! Moonlighting engineer Soham Parekh breaks silence, joins AI startup</a>

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From Infamy to Focus! Soham Parekh moves on, but says ‘nothing’s changed’ since moonlighting scandal

Bharti Airtel on Thursday announced a partnership with Perplexity, the AI-powered search engine, offering eligible users in India one year of free Perplexity Pro subscriptions.

Unlike conventional AI chatbots such as ChatGPT or Gemini, Perplexity functions as a real-time AI search engine that gathers information directly from the web to answer user queries.

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The company says it combines cutting-edge models like GPT-4.1 and Claude 4.0 Sonnet to generate precise and credible responses.

The deal appears to be part of a broader push to introduce Indian users to Perplexity’s unique offering - one that bypasses Google's long-standing grip on search habits. And with Airtel’s deep penetration across the country, the free Pro subscription puts Perplexity directly into the hands of millions.

The internet, predictably, had thoughts - and plenty of theories.

Some users speculated that the move might be linked to increasing Perplexity's valuation amid rumours of potential investment or acquisition by Apple. "It also seems like a ploy to get valuation up for potential Apple buyout or investment," one user noted.

Others viewed the move through a monetization lens, suggesting it's not just about paid subscriptions. "I'm assuming it's not just a monetization play but also about massive consumer tech adoption leading to an advertising business," read another comment.

Supporters rallied behind the initiative, cheering on Perplexity's "desi" partnership. "Let's be a good team to PPLX. After all, apna bhai hai... DESI," one user quipped.

Others, however, saw a calculated customer acquisition strategy. "This is mostly a Google habit-breaking promo. Most people in India wouldn't even know about Perplexity if this deal hadn't dropped. Now, with free Pro access, they’ll probably use it — and it feels premium,” one commenter observed. “Plex hopes that once the Pro period ends, some users stick around on the free version. Eventually, it can start showing them ads. Not sure they care about pro users.”

Others called it a bold move in India’s growing consumer AI race. “Great CAC [customer acquisition cost] strategy to watch out for in India’s AI space,” one user wrote. “The key will be converting free usage into paid utility."

Read More: <a href="https://www.storyboard18.com/digital/perplexity-launches-ai-powered-browser-comet-aims-at-google-chromes-68-market-share-73756.htm">Perplexity launches AI-powered browser 'Comet'; aims at Google Chrome’s 68% market share</a>

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