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Weekly Roundup: Lilly Singh has co-founded HYPHEN8, Kusha Kapila and Mahendra Singh Dhoni for Orient Electric new campaign

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Piyush Singh
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From digital celebrities starting major initiatives to creators starring in engaging brand campaigns, this week's roundup is packed with exciting updates!

Lilly Singh has co-founded HYPHEN8, the first-ever network for South Asian YouTube creators. The platform focuses on managing direct ad sales, maximizing creator monetization, and facilitating brand partnerships. She has partnered with Skara Ventures, a family office dedicated to backing underrepresented founders. Orient Electric just launched a fun new campaign featuring Kusha Kapila and Mahendra Singh Dhoni. In a playful podcast-style ad, Kusha talks about “fans,” making viewers think she means Dhoni’s followers; he shares his videos on “fans” which didn't sit well with Kusha. Dhoni quickly clarifies it's about Orient Electric’s BLDC fans. Speaking of engaging releases by brands, Sumukhi Suresh, Prashasti Singh, Sahil Shah, and Aadar Malik face royal riddles in the latest series of Behrouz Biryani.

JioCinema is releasing a new show, Behan Darr Gayi Na. This high-energy, hilarious challenge series features the internet’s beloved comedic queens, Kusha Kapila and Srishti Dixit, promising unpredictable rollercoaster emotions. Aadar Malik joins Parmish Verma and Jasmin Bajwa in the series Kanneda, set in 1990s Toronto. The show follows a Punjabi singer’s rise from street performer to stardom, only to find himself entangled in a risky world. Now streaming on JioCinema. Shubhra Vaity collaborated with Skims by Kim Kardashian!

Also Read: 5 content creators with Down Syndrome who are busting myths with their work!

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