There are many situations where human activities have significant effects on the environment. Ozone layer damage is one of them. The objective of this paper is to review the origin, causes, mechanisms and bio effects of ozone layer depletion as well as the protective measures of this vanishing layer. The chlorofluorocarbon and the halons are potent ozone depletors. One of the main reasons for the widespread concern about depletion of the ozone layer is the anticipated increase in the amounts of ultraviolet radiation received at the surface of the earth and the effect of this on human health and on the environment. The prospects of ozone recovery remain uncertain. In the absence of other changes, stratospheric ozone abundances should rise in the future as the halogen loading falls in response to regulation. However, the future behaviour of ozone will also be affected by the changing atmospheric abundances of methane, nitrous oxide, water vapour, sulphate aerosol, and changing climate.

The researcher carried out a study to understand teachers’ views on using collaborative learning in the teaching–learning process in secondary schools of Bachupally Mandal, Medchal District. The sample included 100 secondary school teachers chosen through a stratified random sampling method. A special scale called “Perceptions on Collaborative Learning Activities” was developed to collect data from teachers. The data were analyzed using statistical tools like Mean, Standard Deviation, t-test, and ANOVA.

The results showed that most teachers had a positive attitude toward conducting collaborative learning activities. However, a few teachers did not show a favorable opinion about using such methods. The study also found that there were no significant differences among teachers in their views toward conducting collaborative learning activities.

A complex taxation system sometimes leads to tax evasion. Easy and simple indirect tax structure makes life easy for businessmen. All the intermediaries between manufacturers and retailers face very less problems when tax policies are clear and without ambiguities. In India, indirect tax overhaul took place in July 2017 through Goods and Service Tax which removed the cascading effect of taxation. This indirect tax revamp helped every stakeholder to be in a win- win situation. The Government of India has also started collecting whopping amounts through GST. 

The new GST regime has not just increased government revenue but the compliance from sellers has also increased. The present study tried to understand GST structure and analyzed the trends in GST tax collection since July 2017. Researcher have also discussed the recent amendments done in GST slabs in September 2025. Secondary data has been used for the study.  

This paper highlights the lost civilizations and sacred sites that reflect Myanmar's rich history and culture. It has been the site of numerous archaeological discoveries that have contributed significantly to understanding its past civilizations. Myanmar is famous for its ancient pagodas, temples, cities, and sacred sites. Myanmar's archaeological heritage is critical to Southeast Asia's cultural landscape. These discoveries shed light on the ancient civilizations that once flourished, serving as a foundation for preserving the region's cultural heritage. The intersection of sacred sites and lost civilizations in Myanmar has shaped its identity, informed its present, and influenced the future trajectory of cultural heritage management.

Nowadays, relating with mental health, many people faced the problems, for those concerns, especially focus for the students and teachers are making modern educational systems increasingly challenging. Increasing of stress, anxiety, depression, and burnout among learners is evidence that innovative and compassionate approaches to education are required. In this paper, we explore the potential to integrate Buddhist wisdom and meditation into contemporary educational frameworks to address these challenges and foster overall mental well-being. Focus to this approach are main Buddhist concepts like mindfulness (sati), ethical conduct (s?la), compassion (karu??), loving-kindness (mett?), and wisdom (paññ?), which provide profound psychological insights and moral foundations for personal growth. This study focusses on classical Buddhist texts and contemporary applications of meditation techniques, particularly ?n?p?nasati (mindfulness of breathing) and mett? bh?van? (cultivation of loving kindness) in educational settings,  by the review of existing mindfulness-based educational programs, such as Mindfulness-Based Stress Reduction (MBSR) and Mindfulness in Schools Project (MISP), this research highlights the transformative impact these practices have on emotional regulation, concentration, empathy, and academic performance.  This article argues that such integration does not require religious affiliation but rather promotes conducive to peaceful coexistence, universal values and psychological resilience although as educational institutions should more focus for inclusive, humane, and effective models, Buddhist wisdom offers a time-tested yet dynamically relevant resource.

 The roots of Dalit literature in Kerala lies in the strong corpus of oral and ritualistic literature that interrogated the caste system and the practice of untouchability. Dalit literature began to be mainstreamed in India with the appearance of the English translations of Marathi Dalit writing. An Anthology of Dalit Literature, edited by Mulk Raj Anand and Eleanor Zelliot, and Poisoned Bread: Translations from Modern Marathi Dalit Literature, originally published in three volumes and later collected in a single volume, edited by Arjun Dangle [both published in 1992, the latter reissued recently in a new edition by Orient Black Swan), were perhaps the first books that popularised the genre throughout India. Not that there was no Dalit writing earlier: the origins of Dalit writing can be traced back to Buddhist literature; Dalit Bhakti poets like Gora, Raidas, Chokha Mela and Karma mela; and the Tamil Siddhas, or Chittar s (6th to 13th centuries C.E.), many of whom must have been Dalits going by hagiographical accounts like Periyapuranam (12th century). But it was after the democratic and egalitarian thinkers such as Sree Narayana Guru, Jyotiba Phule, B.R. Ambedkar, Jyothi Thass, Sahodaran Ayyappan, Ayyankali, Poykayil Appachan and others cogently articulated the sources and modes of caste oppression that modern Dalit writing as a distinct genre began to emerge in Indian languages. The Dalit Panthers of Maharashtra (formed in 1972) and the writers like Baburao Bagul and Namdeo Dhasal who spearheaded the movement gave an impetus to Dalit writing in Marathi following Ambedkar’s famous statement addressed to Gandhi, “Mahatma, I have no country.” The rest of the story, from the publication of Dhasal’s Golpitha (1972) onwards, is history.

This research paper explores the transformative potential of Artificial Intelligence (AI) to enhance the integration between Academic Management Systems (AMS) and Library Management Systems (LMS) in agricultural universities. Currently, many university systems suffer from fragmented data and inefficient workflows, adversely impacting student and faculty experience. This paper proposes an innovative AI-enabled integration framework aimed at providing personalized learning experiences, automated resource mapping, smart alerts, advanced research support, and a seamless user experience. The proposed concepts include an AI-powered Smart Dashboard, Course-linked Resource Mapping, AI-enabled Fine Alert and Waiver Logic, Research Project Integration, Attendance-Library Use Correlation via AI, Single Sign-On (SSO) Access, and Auto Data Sync with AI Error Checking. This framework seeks to foster efficiency, transparency, and a holistic, intelligent educational ecosystem for students, faculty, and administrative staff.

In the modern world, procrastinating is a very prevalent and dangerous problem. Procrastination is defined as a tendency to put off or delay acting or deciding. Academic procrastination appears to be common in academic environments, since students frequently put off completing assignments until the very last minute, usually without good reason. The current investigation was done to inspect the academic procrastination among students with respect to their anxiety, socio-economic status (SES) and gender. Academic procrastination has taken as dependent variable while anxiety (High & Low), SES (Upper class & Lower class) and gender (Male & Female) have taken as independent variables. In the current investigation descriptive survey method was employed. In the present study, multi-stage random sampling technique was used to select the sample of 600 senior secondary school students studying in senior secondary schools, affiliated to Central Board of School Education (CBSE) of Rohtak and Jhajjar Districts of Haryana State. Academic Procrastination Scale Developed by the Investigator herself. Anxiety Scale by Sarkar and Das (2020) and Socio-economic Status (SESS-BR) by Bharadwaj (2014) were apply to gather the data. “The obtained data was analyzed using Three Way ANOVA with 2×2×2 factorial design. Result of the study revealed that the interaction effect of anxiety, socio-economic status (SES) and gender on academic procrastination of sr. sec. school students was found to be significant”.

The introduction of the Goods and Services Tax (GST) in India marked a significant transformation in the country’s indirect tax structure, aimed at creating a unified taxation system that enhances efficiency and transparency. This study explores the efficacy of the GST model on the supply chain network in the Indian scenario, analyzing its impact on taxation, logistics, and overall operational efficiency. By replacing multiple indirect taxes with a single tax regime, GST has streamlined the movement of goods across state borders, reducing transit times, logistical bottlenecks, and cascading tax effects.This research contributes to the ongoing discourse on tax reforms and supply chain management, offering valuable recommendations for businesses, policymakers, and stakeholders to navigate the evolving GST landscape effectively.

Commercial banks' bottom lines are a key measure of economic stability and growth. The study further explores the role of financial performance evaluation in shaping strategic making decisions in the financial industry.  For this purpose, we look at the relationship between profitability and key performance metrics like bank size, net interest margin, overhead efficiency ratio, return on assets (ROA), and equity to total debt ratio. A comparative assessment of Ethiopian banks highlights the role of macroeconomic factors, governance indicators, and exchange rate volatility in influencing financial stability. The research also considers global perspectives, referencing the performance of banking sectors in emerging economies and their implications for financial risk management.

India's agrarian nature is underscored by over two-thirds of its population being directly or indirectly dependent on the agriculture sector. This sentiment is echoed in the literature, often referring to agriculture as the backbone of the Indian economy. The Reserve Bank of India's (RBI) working paper in 2019 emphasized the importance of the agriculture sector, providing livelihoods for a significant portion of the population. Historically, Indian farmers faced challenges during British rule, with issues such as survival, farming practices, market mechanisms, and exploitation by moneylenders and landlords remaining unaddressed. Post-independence, the Indian government aimed to resolve these issues through policies despite limited resources. The government's focus on self-sufficiency in grain production aimed to address the fundamental necessities of the country, encapsulated in the slogan 'Roti, Kapada, Makan' (food, clothing, shelter). However, challenges persisted, including issues related to seeds, irrigation, weather conditions, and inadequate infrastructure. The RBI's 2019 working paper highlighted on going challenges, such as the lack of capital formation, regional disparities, dependence on non-institutional credit sources, and the non-realization of fair prices for agricultural produce. While many farmers lacked financial resources and often faced high debt burdens, the government introduced credit waiver schemes and worked towards simplifying credit disbursement mechanisms. This was crucial to alleviate the financial pressure on farmers, prevent land mortgage, and address distress leading to suicides. This paper primarily focuses on need of Agriculture Credit Financing Institutions as well as finance in reference to development of agriculture sector. For this this paper is dividing in four segment first segment of the paper dealing with introduction along with problems of agriculture sector, second segment focused on need of financial institutions for development of agriculture as well as finance, second last segment deals with financial Institutions in agriculture sector and their contributions (trends and patterns) and last segment focused on problems and challenges in terms of agriculture credit from demand and supply side.

Background: Classroom-based physical activity (PA) interventions have gained increasing attention for their potential to improve children’s cognitive performance and academic achievement. However, it remains uncertain which specific modality of PA differing in levels of physical exertion and cognitive engagement has the most pronounced impact on cognitive outcomes.

Methods: A total of 142 children aged 7 to 9 years participated in a 20-week classroom-based PA intervention. Participants were randomly assigned to one of three groups: (1) a combo group with high physical exertion and high cognitive engagement, (2) an aerobic group with high physical exertion and low cognitive engagement, and (3) a cognition group with low physical exertion and high cognitive engagement. Executive functions (updating, inhibition, and shifting) and academic performance (English, spelling, and reading) were assessed before and after the intervention period

Results: Findings revealed that the combo group demonstrated the greatest improvements, particularly in cognitive shifting ability and mathematics performance. The cognition group showed gains only in mathematics performance, while the aerobic group exhibited no significant changes in either cognitive or academic measures.

Conclusions: The results indicate that integrating cognitively engaging physical activity breaks within classroom settings is a promising approach to enhancing children’s executive functioning and academic outcomes. Activities that simultaneously challenge both physical and cognitive domains appear to yield the most beneficial effects on learning and mental performance in school-aged children.

The use of digital gadgets, such as smartphones, tablets, and laptops, has significantly changed education, presenting both benefits and challenges. One major problem is gadget-induced distraction, which often reduces students’ concentration and learning efficiency. The study titled “Exploring AI-Driven Strategies to Curb Gadget-Induced Distractions: Insights from Pre-Service Teachers” examined how distractions affect pre-service teachers and how they view the use of Artificial Intelligence (AI) tools to manage them. Using a descriptive survey method, data were collected from 65 pre-service teachers at Spicer Adventist University, Pune, during the 2025–2026 academic year, including 44 first-year and 21 second-year students. The findings showed that frequent phone checking, notifications, and multitasking were the main causes of distraction, leading to a moderate loss of focus during academic work. Most participants had a positive view of AI-based strategies, recognising their potential to improve focus, self-control, and productivity. However, some were unsure due to limited experience with AI tools. The study concluded that using AI tools along with digital wellness and AI literacy programs can help pre-service teachers stay focused, manage their learning better, and use technology responsibly. As future teachers, they will also be able to guide their students to avoid digital distractions and use gadgets wisely.

Drama is a versatile and accessible medium, often referred to as a "Pancham Veda," which facilitates understanding through various forms such as storytelling, puppetry, and movement. Drama is an innovative pedagogical intervention, employs these dramatic techniques to enhance life skills in students with intellectual disabilities. According to the Rights of Persons with Disabilities (RPWD) Act of 2016, children with cognitive impairments and limited life skills fall under the category of intellectual disabilities.

Drama has proven effective in improving these skills by engaging students in meaningful activities. The World Health Organization (WHO) identifies ten core life skills, including communication skills and emotional awareness, which are essential for personal development. Drama  helps students with intellectual disabilities convey their emotions. Children often express feelings of anger, sadness, or joy, which are important forms of communication. Through drama  techniques, children can better articulate and communicate these emotions.

When analyzing the Sustainable Development Goals (SDGs), particularly Goal 4, which focuses on quality education, and Goal 10, which aims to reduce inequality, the implementation of drama techniques in classrooms can significantly enhance education for children with intellectual disabilities. This approach not only supports their learning but also helps reduce inequality. This paper explores how various drama as a innovative pedagogical intervention contribute to enhancing life skills among children with intellectual disabilities.

This article examines two important travelogues Un’idea dell’India (1962) [An Idea of India][1] by Alberto Moravia and L’odore dell’India (1962) [The Scent of India][2] by Pier Paolo Pasolini. written in the 1960s. This article places these texts in a historical context, that of India after independence. And tries to locate them in a comparative matrix in order to highlight how the two texts articulate between neorealism and exoticism. Drawing on postcolonial and cultural theory, particularly Edward Said’s Orientalism, the analysis explores how the two Italian intellectuals frame Indian society, poverty, religion, and death. Moravia seems to have read many books on India and comes here as a prepared travel writer. He presents a detailed account of India with information on Islamic invasions, Aryans, the history of Indian colonialism, poverty, superstitions and the caste system. His travelogue presents extensive historical facts about India without much emphasis on everyday episodes. On the other hand, Pasolini in his travelogue pays a lot of attention to human relations and society. Moravia focuses on socio-political aspects of India. He presents a general picture of the country and writes mainly about its colonisation, beliefs, history, poverty and the caste system. The article argues that in both travelogues, although there are many moments of exoticisation, however, they serve as cultural texts that expand Italian readers’ knowledge of India without proclaiming imperial superiority.

This paper explores Wachipa, a traditional dish of the Kirati community, as more than just food—it is a bridge between culture, medicine, and identity. Using a mix of archival research, blog posts and selected oral accounts, the study looks at Wachipa’s ingredients, its ritual meaning, and its healing properties. Although Himalayan ethnomedicine has been documented extensively, most studies focus on plant-based remedies, leaving culinary and animal-derived traditions understudied. Wachipa, made from rice, meat, and bitter herbs, carries nutritional and medicinal benefits while also serving as a cultural symbol and a vessel of memory. It represents continuity across generations, where cooking and sharing the dish becomes a way of remembering and belonging. By examining Wachipa in this light, the paper highlights how it functions not only as a healing practice but also as a cultural archive, positioning it within wider discussions of ethnomedicine, food heritage, and identity politics. Ultimately, Wachipa shows how traditional foods can preserve knowledge, strengthen community, and offer insights into the relationship between health and culture.

Rapid urbanization in emerging economies continues to outpace the evolution of urban water governance, resulting in persistent service inequities, resource degradation, and low resilience to climate risks. Although SDG 6 (Clean Water and Sanitation) and SDG 11 (Sustainable Cities and Communities) provide an integrated global framework for addressing these challenges, empirical evidence on the extent to which multi-level governance arrangements enable or hinder their achievement remains scarce.

This study evaluates the effectiveness of urban water governance and its alignment with SDG 6 and SDG 11 in three rapidly growing secondary cities in Southeast Asia—Bandung (Indonesia), Cebu (Philippines), and Da Nang (Vietnam). Employing a mixed-methods design, the research integrates an adapted OECD Water Governance Principles framework, stakeholder mapping, semi-structured interviews with 87 actors across scales, content analysis of 132 policy documents (2015–2024), and a quantitative SDG alignment index comprising 24 indicators. Findings expose critical governance deficits: high institutional fragmentation (6–11 agencies with overlapping mandates per city), weak vertical policy coordination (only 28–41% of national strategies effectively localized), limited inclusivity of marginalized groups, and chronic under-financing (infrastructure investment meeting <45% of needs). Alignment scores remain moderate at best: 52–59% for SDG 6 (strongest in universal access targets 6.1–6.2, weakest in integrated water resources management 6.5 and ecosystems 6.6) and 47–54% for SDG 11, constrained by inadequate incorporation of water-sensitive urban planning (11.3) and disaster risk reduction (11.5).

Teaching is a noble profession in Indian culture. The teacher is an agent of social change and also a social engineer.  According to Rabindranath, “A teacher can never truly teach unless he is still learning himself. A lamp can never light another lamp unless it continues to burn its flame”. There are two main objectives of this study. They are first to identify the changes in the teacher education curriculum in India before independence, and second to identify the reasons behind the changes in the teacher education curriculum. The researcher has used a historical method for this study. The researcher has found out that before the British period, formal teacher education did not exist. During the British period, the first formal teacher training institution was established by the missionaries. Wood’s Despatch was the first educational document that emphasized on teacher education. Before independence in India, many commissions, committees, and policies were recommended for the improvement of the teacher education curriculum. Researchers have identified that the teacher education curriculum has been changed over time due to commissions, committees, and policy recommendations.

This research paper explores the relation of two brothers; Ram and Laxman based on the Amish Tripathi’s popular books of Ramchandra Series.  Lord Rama, is the most worshipped and celebrated God of Hindu. There thousand of scholars who have written and have talked abou Ram.  Unlikely, this paper studies the character of his younger brother Lakshman and his brotherhood for his elder brother who has a subversive role as well as an emotional and ethical foil to the law-bound Ram. Applying the post modern technic of theoretical framework, the paper analyses the character of Laxman. Lakshman's character functions in contrast to supressed feelings of Ram which embodies the very basic feeling of mankind.

 A sincere study of the novel Scion of Ikshvaku, explore the character of Laxman who represents the practical and principled compensator, who is ready to  break decorum to safeguard the hero's existence.

The job of female doctors is full of various issues related to night shifts, fewer breaks and higher work tension. As the medical and health care sector is becoming more and more demanding in India, it is important to pay attention to the work life balance of female doctors who are working in hospitals. There are many critical Constraints encountered by female doctors in maintaining their work -life balance, especially in the menstrual cycle period. The Indian female doctors have reported stress and depression during their menstrual cycle; because they are playing multiple roles towards their family members, as well as towards their profession. Through the present literature an attempt has been made to explore the work life balance of the Indian female doctors during their menstrual cycle, and the impact of menstrual cycle on their work capacity or productivity. Apart from this, an attempt has been made to explore the need for menstrual leave policy. This literature focused on the impact of menstrual cycle on the physical and mental health status of female doctors.

This research explores Netflix’s transformation from a modest DVD rental service into a global leader in digital entertainment. The company’s evolution reflects its strategic use of digital media tools and innovative approaches to strengthen its brand, engage audiences, and maintain a competitive advantage. Central to this success has been Netflix’s ability to leverage platforms such as social media, SEO, and SEM to reach diverse global audiences effectively.

Technology has always been at the core of Netflix’s growth. Its personalized, algorithm-driven recommendation system enhances user experience by helping viewers discover content aligned with their interests. Furthermore, the adoption of adaptive streaming technologies ensures seamless playback across varying internet speeds, reinforcing Netflix’s customer-first philosophy.

Audience understanding has been critical to Netflix’s strategy. By analysing viewing behaviour, the company identified cultural phenomena such as binge-watching and structured release schedules to align with these patterns. Tools like content calendars, alongside social media promotions, blogging, and targeted email marketing, enable Netflix to maximize audience impact. Its emphasis on content from global hits like Stranger Things and The Crown to regional successes like Sacred Games in India and Money Heist in Spain demonstrates a balance between universal appeal and local storytelling. This dual approach not only broadens subscriber growth but also strengthens brand loyalty worldwide.

Equally significant is Netflix’s digital-first promotional strategy. Its active presence on Instagram, Twitter, and TikTok generates real time engagement and excitement around new releases. Paired with personalized email campaigns informed by user data, Netflix ensures subscribers receive tailored recommendations, fostering deeper connections with its audience.

Ultimately, Netflix’s success lies in its ability to merge cutting edge technology with compelling storytelling. Its journey illustrates how businesses can apply similar digital tools and adaptive strategies to expand, innovate, and disrupt industries in today’s competitive digital landscape.

Internet memes are an integral part of social media culture. Its humour and connectedness to recent events makes it a popular online content. This research study aims to analyse the role internet memes play across social media platforms in building social relationships among Gen Z youth. Using a quantitative analysis method, the data was gathered using a simple random sampling method with a self-customized questionnaire shared. The data collected was from 150 self-volunteered respondents from Mumbai City. The results of the data analysis highlights the positive influence of sharing of internet memes in strengthening social bonds and increasing political and social awareness among Gen Z youth in Mumbai. The study will help psychologists and educators who seek to help youth build social bonds among their peers. The reason for the study is to help understand the importance of internet memes in the daily online discourses among Gen Z youth. Taking the focus area as Mumbai will help understand the dynamics between different thought patterns among city youth.

The rapid digital transformation of business has created new ways for firms to engage with customers across multiple platforms. Two prominent approaches are multichannel marketing and omnichannel marketing. While multichannel marketing focuses on operating across several channels independently, omnichannel marketing integrates these channels to deliver a unified and seamless customer experience. This research paper examines both strategies in detail, comparing their objectives, strengths, and limitations. The study is supported by customer experience theory and the Technology Acceptance Model (TAM), highlighting how customer satisfaction and loyalty are influenced by marketing strategies. Hypotheses are developed to test the relationship between multichannel and omnichannel practices with customer engagement. Findings suggest that omnichannel marketing, despite higher implementation costs, results in stronger customer loyalty and satisfaction due to its integrated nature. Limitations include the conceptual nature of the study and lack of primary empirical data. The paper concludes that businesses aiming for long-term customer relationships should gradually transition from multichannel presence to omnichannel integration.

The post-pandemic era has redefined managerial communication, with hybrid work models becoming a norm across industries. This research investigates how managerial communication styles particularly empathetic, transparent and adaptive communication influence employee trust, engagement and performance in hybrid workplaces. Anchored in both mass communication and management theory, the study explores the convergence of interpersonal communication effectiveness and organizational behavior in digitally mediated environments. Employing a primary research design, data being collected from 100 employees and mid-level managers across diverse sectors through surveys. Thematic analysis was utilized to identify recurring patterns related to leadership communication tone, digital message framing and feedback responsiveness. The study highlights a critical managerial communication gap in hybrid structures: the absence of personalized yet professional digital interactions that sustain organizational culture. It concludes by proposing a “Digital Leadership Communication Framework (DLCF)”, designed to guide managers in optimizing communication channels, message tone and relational trust in hybrid workplaces. This research bridges the gap between communication science and management practice, offering actionable insights for leadership development, internal communication training and organizational strategy in the evolving digital economy.

The growth of OTT in post-COVID India has created new opportunities for socially engaged storytelling, particularly concerning gender and family dynamics. The 2024 Hindi movie Mrs—a remake of Malayalam film The Great Indian Kitchen—is a powerful attempt at depicting a woman's daily act of resistance within the confines of marriage and domesticity. Released directly on an OTT platform, Mrs exemplifies how contemporary cinema increasingly functions as a medium for cultural dialogue and social critique beyond the traditional theatrical space.

This research critically analyses Mrs as a film case study to see how narratives in films on digital media aid in the reconfiguration of discussion regarding marital roles, gendered labour, and independence within Indian homes. Using qualitative content analysis, central sequences from the film—particularly those that illustrate domestic routines, silent affective labour, and marital conflict—are analysed employing feminist film scholarship and theory and domestic labour research. To further the analysis to audience reception, a reception analysis of 10–15 user comments from YouTube and IMDb is undertaken to measure emotional, cultural, and ideological reaction to the film.

The working assumption is that Mrs, by placing resistance in the private space of the home and unleashing it in a form that encourages private but introspective viewing, functions as a mirror and critique of normalized patriarchal norms. Its realism, minimalism, and post-pandemic release make it an apt example of how OTT cinema is becoming a force to be reckoned with when it comes to driving social change and facilitating cultural introspection. The success of the film is its capacity to cause muted discomfort and public debate, and thus it is a useful place from which to examine the changing convergence of film, gender, and family in digital India.

This study examines “quiet surveillance” on Instagram, a subtle form of self-regulation in which users modify their behaviour due to a pervasive sense of visibility. Unlike traditional or algorithmic surveillance, which operates externally, quiet surveillance emerges internally through self-monitoring, curated self-presentation, and anticipation of social judgement. Focusing on media students, a group both highly expressive and acutely aware of digital exposure, the research employs qualitative methods, combining secondary research with in-depth semi-structured interviews. Findings reveal that users do more than manage online impressions; they actively reshape offline behaviour to align with perceived social expectations. Patterns such as curated authenticity, selective disclosure, behavioural caution, and self-censorship were consistently observed. The study suggests that this self-regulation is voluntary, driven by desires for approval, validation, and control over personal narratives rather than fear of sanctions. By foregrounding the internal psychological impact rather than platform mechanics, the paper reframes Instagram as a space where visibility functions as a quiet yet persistent force shaping identity, behaviour, and social interaction. The findings contribute to understanding how social media subtly disciplines users, highlighting the interplay between digital visibility and everyday selfhood.

In an increasingly digital world, the landscape of mass communication is undergoing a profound transformation. This study explores how the convergence of traditional media (television, radio and print) and digital platforms (social media, online news and podcasts) is reshaping patterns of public trust, engagement and news consumption. The proliferation of algorithm-driven feeds and personalized content has enabled audiences to curate their media experiences, presenting both opportunities and challenges for traditional news organizations. Based on a primary survey of 100 participants across different age groups and educational backgrounds, this research investigates the relationship between audience trust and the type of media consumed. The findings indicate generational differences in trust and credibility perceptions—older audiences continue to regard traditional media as reliable and authoritative, while younger audiences increasingly favour digital sources for their immediacy, interactivity and diversity of viewpoints. However, concerns about misinformation, superficial coverage and the credibility of online sources persist. The study highlights that the convergence of digital and traditional media is not a replacement phenomenon but a process of coexistence and adaptation. It concludes by emphasizing the need for media literacy, responsible journalism and strategic integration of credibility practices from traditional media into digital platforms to sustain public trust in the modern era.

In the contemporary media landscape, advertising has evolved from traditional persuasion techniques into emotionally charged, psychologically driven narratives that compel audiences to act—often within seconds. The researchers aim to explore the psychological mechanisms that drive the virality and effectiveness of modern advertising campaigns, dealing with the 3E’s – Emotional, Ethical and effective Engagement of consumers. Drawing on over a decade of experience in visual communication and video production, this study delves into the core principles of consumer psychology that underpin some of the most impactful and widely shared advertisements.

Through a detailed case study analysis of real-world viral campaigns, we identify and break down key psychological triggers such as social proof, emotional appeal, scarcity, urgency, and the power of storytelling.

The objective is to illustrate how these principles are strategically employed to create deep connections with audiences, foster community, and ultimately influence purchasing decisions. By synthesizing recent research, seminal academic literature, and real-world case studies—including the ALS Ice Bucket Challenge, Dove’s “Real Beauty”, Old Spice’s “The Man Your Man Could Smell Like”, Volkswagen’s The Force, RC Cola’s Basta and Nike’s “Just Do It”—the study dissects the key emotional and psychological triggers such as empathy, surprise, humor, nostalgia, and curiosity that drive ad virality, foster consumer engagement with the sharing behavior and influence purchase behavior.

Drawing upon established psychological theories, including the principles of social proof, emotional contagion, and cognitive simplicity, this paper maps the anatomy of ads that resonate deeply with audiences. Core principles such as emotional engagement, social proof, storytelling, fear of missing out (FOMO), and the appeal of surprise are examined in depth. The analysis will connect theories of communication, advertising and brand management to practice by demonstrating how leading brands craft content that prompts sharing, sparks conversation, and motivates action across diverse audiences.

Additionally, the paper will address the ethical implications of psychological influence in digital advertising, particularly among younger consumers. Through this exploration, the authors / researchers also wish to highlight the patterns in storytelling, music, visual design, and timing that contribute to virality. 

The findings will offer educators, marketers, advertisers and students – an understanding with actionable insight into the science behind viral campaigns and present a framework for critically analyzing the effectiveness and responsibility of persuasive advertising in the digital age and replicate the success of psychologically resonant campaigns in today's dynamic media landscape.

This paper explores the growing shift from traditional advertising to influencer-driven marketing. While ads on TV, print, and billboards still have visibility, audiences today are more drawn to the authenticity and relatability of influencers. The research combines a review of marketing trends over the past decade with interviews from 15 people across different age groups, giving both statistical and human perspectives on the debate. The findings suggest that influencer marketing offers brands a unique kind of trust and engagement that traditional ads struggle to maintain, positioning influencers as key players in shaping consumer decisions today.

This study examines the influence of digital marketing strategies on impulse buying within the e-commerce environment, from the perspective of consumer psychology. The proliferation of online retail has led to the widespread use of sophisticated marketing tactics that leverage psychological principles to prompt unplanned purchases. This research identifies and analyses specific strategies—such as personalized recommendations, scarcity messaging, social proof, and limited-time offers—and their effectiveness in triggering impulse buying. Synthesizing existing literature with a proposed empirical framework, the study posits that these digital tactics actively exploit psychological triggers, including a sense of urgency, social validation, and specific cognitive biases. The findings are expected to offer actionable insights for e-commerce marketers to refine their strategies and for consumers to better understand their purchasing motivations. Ultimately, this research contributes to a deeper academic understanding of the psychological mechanisms that drive contemporary consumer behaviour in a digital marketplace.

This study explores the psychological and emotional ramifications of sustained engagement within digital book communities, focusing on identity construction, emotional well-being, and social connectedness among urban, tech-savvy readers. Through a qualitative methodology employing semi-structured interviews and narrative inquiry with ten purposely selected participants (bookstagrammers), the research investigates the interplay of self-presentation, peer interaction, and communal validation within the platform. Using thematic analysis informed by social identity theory and emotional labor frameworks, the study uncovers how these online communities act as psychosocial spaces that facilitate self-expression, emotional regulation, and resilience building. Participants articulate enhanced self-efficacy, creative satisfaction, and a strengthened sense of belonging derived from reciprocal feedback and collective literary discourse. The study critically acknowledges the pressures of maintaining idealized digital personas and navigating performative engagement within highly curated social spaces. The findings contribute nuanced insights into the role of social media book communities as sites of emotional hybridity, where positive psychological outcomes coexist with complex challenges, highlighting their significance in contemporary identity negotiation and emotional health in digital spheres.

This qualitative study investigates the multifaceted influence of book-centric social media communities on shaping the reading choices and preferences of urban, digitally-engaged readers. Employing purposive sampling, in-depth semi-structured interviews are conducted with twelve active participants (bookstagrammers), enabling a granular exploration of how algorithmically curated content, peer-generated recommendations, and visually-driven book narratives mediate literary consumption. The study applies a framework grounded in uses and gratifications theory and social influence models to examine how visual aesthetics, community validation, and participatory culture contribute to users’ reading behaviors. Participants report significant shifts in literary exploration, driven by exposure to diverse genres and emergent authors amplified within these digital platforms. The data highlights that visual storytelling not only enhances aesthetic appreciation but also functions as a persuasive mechanism influencing book selection and discovery. The collective dynamics within the community foster inclusivity by elevating regional and debut voices previously marginalized in mainstream channels. These findings underscore the transformative role of social media in democratizing literary access and shaping cultural consumption patterns. Implications are discussed for publishers, marketers, and digital content strategists seeking to leverage participatory online ecosystems to optimize audience engagement and diversify readership.

This study explores the role of Augmented Reality (AR) and virtual try-on technologies in enhancing consumer engagement and influencing purchasing behavior within the beauty industry, with a specific focus on college students in Mumbai. As digital innovation reshapes marketing strategies, beauty brands increasingly leverage AR-based applications to offer interactive, immersive product experiences. This research adopts a mixed-methods approach, integrating survey data and focus group discussions to evaluate how virtual try-ons affect consumer perceptions of product authenticity, trust, and satisfaction. The findings indicate that AR experiences significantly enhance engagement levels, product confidence, and purchase intention by allowing users to visualize outcomes in real time. Moreover, the study reveals that convenience, personalization, and social sharing features further amplify emotional connection and brand loyalty among young consumers. These insights underscore the strategic value of AR technology as a tool for experiential marketing, offering beauty brands a pathway to foster deeper consumer relationships in an increasingly digital marketplace.

The quick pace of technological advancement has drastically altered consumer behavior, therefore has had a profound effect on how organizations run. The aim of the research is to find out the multiple ways by which buying habits has been shaped due to the advancement of technology and indulgence of Instagram Influencers. Through this research the researcher investigating how digitization impacts brand messaging like just by exposure to very tempting, luring and catchy images, photos and videos on Social media Platform consumers change their mind. Number of platforms are being used in Digital Marketing like Facebook, Instagram , Twitter etc. and how with the help of Influencers, trend of E-Business and Internet Based Shopping is Increasing and impacts consumer choice of buying a product. This study is based on consumer survey Data from different colleges of Punjab and  researcher find empirical support to create a link between technological advancement and change in consumer behavior. Specifically influencers and their popularity to be positively associated with influencing buying behavior. Results also shows that technological enhanced content and videos influenced consumer more and assisting brands in developing marketing campaigns that successfully adjust to the evolving requirements of their intended consumers. A research limitation in this study is only conducted in the colleges of Punjab region.

This research explores Generation Z’s ad-skipping behaviour on Instagram, focusing on whether it stems from short attention spans or a lack of creativity in digital advertising. It examines how creativity, emotional storytelling, and authenticity influence Gen Z’s engagement with online content. Using secondary research from academic journals, reports, and case studies, the study analyses the psychological and behavioural reasons behind ad avoidance and identifies patterns in Gen Z’s selective attention. 

Findings reveal that Gen Z’s attention span is not short but highly selective—they choose to engage only with content that feels relevant, creative, and emotionally appealing. Repetitive, intrusive, or irrelevant ads lead to disengagement, while creative storytelling, humour, and relatable themes capture attention and build stronger brand connections. The study also highlights Instagram’s role as a key advertising platform, where visual storytelling and influencer collaborations enhance engagement when used authentically. 

Overall, the research concludes that Gen Z does not reject advertising but demands creativity and authenticity. For advertisers and brands, success depends on designing campaigns that respect user attention, reflect cultural tone, and combine emotional and creative appeal to transform skipping into engagement. 

Anokha Style is an innovative web platform that transforms the experience of custom apparel by combining advanced technologies like 3D modelling, artificial intelligence, and augmented reality. The platform enables customers to design customized clothing using an interactive  customization tool, get custom design suggestions based on AI-based insights through chatbot-created designs, and the system provides improved sizing recommendations based on body measurements captured using a regular webcam. Seamlessly supported with real-time augmented reality try-on capabilities, Anokha Style not only counteracts prevailing challenges in buying apparel online—sizing inconsistencies and generic style suggestions—but provides a dynamic, experiential, and user-directed fashion designing process.

The structural, cultural, and electoral factors influencing women's political engagement in various democracies are compared in this study. The analysis assesses how quota systems, sociocultural attitudes, and electoral structures affect women's access to and participation in formal politics using secondary data on legislative representation, voter turnout, candidate selection procedures, and committee assignments in three chosen democracies. The results show that while legal reservation mechanisms greatly boost numerical representation, they do not guarantee complete participation in decision-making in the absence of concomitant reforms that remove barriers based on culture and resources. In comparison to majoritarian frameworks, proportional representation-based electoral systems seem to be more favourable to women's entry, especially when state assistance offsets campaign expenses. The paper makes the case that in order to increase women's meaningful involvement in democratic government, institutional change must be combined with capacity-building and cultural transformation.

Equity, inclusion, and diversity have emerged as foundational principles in contemporary education systems, particularly in the context of teacher learning and professional development. As classrooms become increasingly diverse in terms of culture, language, gender, ability, and socio-economic background, teachers must be equipped with the knowledge, attitudes, and skills necessary to respond effectively to this diversity. This article examines the concepts of equity, inclusion, and diversity in teacher learning, highlighting their theoretical foundations, policy relevance, and practical implications. The paper explores how teacher learning can promote equitable educational practices, inclusive pedagogies, and culturally responsive teaching. It analyzes systemic barriers such as structural inequality, bias, and inadequate professional training that hinder inclusive teacher development. Further, the article emphasizes the role of teacher education institutions, professional development programs, and reflective practice in fostering inclusive competencies among educators. Through an intersectional lens, the study underscores the importance of addressing multiple identities and lived experiences within teacher learning processes. The article concludes that equity-oriented and inclusive teacher learning is essential for achieving quality education and social justice. It calls for sustained institutional commitment, policy support, and transformative pedagogical approaches to ensure that teacher learning contributes meaningfully to inclusive and democratic education systems.

Cyberbullying has emerged as one of the most pressing challenges in the digital age, affecting students’ psychological well-being, academic performance, and social relationships. Unlike traditional bullying, cyberbullying is anonymous, persistent, and far-reaching, making it harder to detect and address. This paper explores the prevalence, forms, and impacts of cyberbullying and examines strategies for prevention and intervention. It argues that effective responses require a combination of educational leadership, policy frameworks, technological innovation, and student empowerment.