MAM
Manyavar Mohey ropes in Rashmika & Vijay for ‘made for each other’
New musical campaign celebrates quirky chemistry and wedding magic.
MUMBAI: Rashmika and Vijay just turned “not made for each other” into the catchiest wedding anthem because when two superstars bicker in style, even the lehenga and sherwani start blushing. Manyavar Mohey has launched its latest emotion-led campaign, ‘Made For Each Other’, starring Rashmika Mandanna and Vijay Deverakonda in a high-energy, fashion-packed musical that captures the playful nok-jhok and eventual heartfelt connection of a modern couple. The TVC, conceptualised by Shreyansh Innovations and composed by Amit Trivedi, begins with the duo clashing over twinning plans “Twinning ka plan tha, yeh kya hai pehna?” fires Rashmika, met with Vijay’s quick “Rizz kar raha hai tera hero, hai na?” before the banter melts into tender confessions that their differences only make them stronger.
The film ends on a breathtaking visual high, Vijay in a sharp Manyavar Indo-western ensemble and Rashmika glowing in a Mohey lehenga, delivering the brand’s core message that every couple is perfectly ‘Made For Each Other’.
Vedant Fashions Limited chief revenue officer Vedant Modi said, “At Manyavar Mohey, we don’t just dress weddings, we become part of the memories that define them. Rashmika and Vijay, with their effortless charm and relatability, were the perfect choice to bring this musical story to life.”
Vijay Deverakonda added, “Manyavar Mohey has always been about celebrating bonds that grow stronger through everyday moments, and that’s exactly what this campaign represents.”
Rashmika Mandanna noted, “Manyavar Mohey has a beautiful way of celebrating weddings through emotion and storytelling, and that’s what made this association special for me.”
The campaign rolls out across television, digital, print, cinema, outdoor, social media, and PR, timed to ride the wedding and festive wave. In a season where every couple wants to feel uniquely matched, Manyavar Mohey’s musical bet on ‘Virosh’ chemistry proves that the best love stories and the best outfits are the ones that embrace every quirky difference.
Digital
OpenAI drops Sora AI video tool, ends planned $1 billion Disney deal
Pivot to coding and AGI leaves media giant rethinking AI tie-up plans
CALIFORNIA: In a move that has sent ripples through both Hollywood and Silicon Valley, OpenAI has pulled the plug on its much-hyped AI video tool Sora, abruptly ending what was shaping up to be a landmark partnership with The Walt Disney Company.
According to media reports, the decision came with little warning. Teams from both sides had been working on a Sora-linked project when the shutdown was communicated, catching even those close to the collaboration off guard.
The fallout is significant. The move effectively scraps a proposed $1 billion, three-year agreement that would have seen Disney invest in OpenAI while opening up access to its vast library of characters for AI-generated short-form video content. The deal, however, had not been finalised and no funds had changed hands.
Sora, unveiled in early 2024, had dazzled the industry with its ability to generate cinematic-quality video from simple text prompts, triggering a wave of competing launches from AI players across the United States and China. Its sudden exit marks a sharp turn in OpenAI’s strategy.
The company is now redirecting its focus towards more commercially scalable areas such as coding tools, enterprise solutions and the long-term pursuit of artificial general intelligence. Internally, resources required to run the video model are understood to have weighed on other priorities, accelerating the decision.
Leadership roles are also evolving to match the shift. Sam Altman continues to steer the broader vision, while Fidji Simo’s remit has been realigned towards deploying AGI capabilities as part of a wider push to consolidate offerings into a unified platform.
For Disney, the setback is more strategic than financial. The company is said to be evaluating alternative ways to collaborate with OpenAI, even as it recalibrates its approach to generative AI in storytelling.
For the wider industry, the episode is a reminder that in the fast-moving world of artificial intelligence, even the most dazzling innovations can have a surprisingly short shelf life.
