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  • Breaking the ‘Serial Killer’ TV Dilemma: ZEE5 Unveils “ZEE5 TV, Apna TV” AVOD brand campaign

    Breaking the ‘Serial Killer’ TV Dilemma: ZEE5 Unveils “ZEE5 TV, Apna TV” AVOD brand campaign

    Mumbai: ZEE5 has introduced its latest AVOD brand campaign, “ZEE5 TV, Apna TV”. The campaign aims at empowering viewers with the flexibility to watch their desired content at their convenience. Launched strategically with the ongoing cricket season, the promos revolve around a “Serial Killer’ that’s present in every household with a touch of humor and relatability.

    The premise of the campaign plays on the idea of a husband inadvertently ‘killing’ his wife’s precious TV serial-watching time by switching channels to sports or news.  ‘ZEE5 TV, Apna TV’ highlights the platform offering a plethora of content options to watch at zero cost, anytime, anywhere.

    Speaking about the campaign, ZEE5 AVOD marketing Abhirup Datta, said, “At ZEE5, we continue to design innovative campaigns that help us form a deeper connection with our audience. With ‘ZEE5 TV, Apna TV’, viewers can reclaim their TV time and enjoy their favorite shows and movies hassle-free, at any time and zero cost. This brand campaign is a testament to our commitment to providing a seamless and enjoyable entertainment experience to our audience and we hope that the campaign and our diverse offerings will be appreciated and enjoyed by our viewers across the country”.

    Featuring the leads of top AVOD shows, ZEE5 has taken a multilingual approach by launching the promos in different languages like Hindi, Marathi, Tamil, Telugu, and Bangla. The promos are brought to life by talented actors such as Janani Ashok Kumar from the Tamil show “Idhayam”, Pallavi Gowda from the Telugu show “Nindu Noorella”, with Richard Jose who plays the male lead in both, “Idhayam” and “Nindu Noorella” & “Saavasam”, Somyadeep Mukherjee from the Bangla show “Swayambhu” and “Jagadhatri” along with Ankita Mullick who is his co-star of the latter show, Hrishikesh Shelar and Shivani Rangole from the Marathi show “Tula Shikvin Changlach Dhadha”, and Paras Kalnawat and Sana Sayyad from the Hindi show “Kundali Bhagya”, among others.

    For “ZEE5 TV, Apna TV”, the platform has executed a high-frequency promotional outreach across social media, TV and the internet to target the country’s entertainment aficionados. The promos are conceptualized with four major ideas including, “The Serial Killer Husband”, “Mother-in-law: Save Your Screen Time”, “Teleshopping Spoof: Bumper Dhamaka Offer”, and “News Reporter Spoof: Beware of the Serial Killer”.

    1.    Serial Killer Husband Promo:

    2.    News Reporter, Beware of the Serial Killer Promo:

  • Balancing act: Exploring the intersection of AI advancements and job security in the gaming sector

    Balancing act: Exploring the intersection of AI advancements and job security in the gaming sector

    Mumbai: In the ever-evolving landscape of the gaming industry, the emergence of AI stands as a transformative force, reshaping the way games are developed, played, and experienced. As AI technologies continue to advance at a rapid pace, game developers find themselves at a critical juncture, facing a delicate balancing act between harnessing the power of AI for innovation and ensuring the preservation of job security and human creativity within the sector.

    The intersection of AI advancements and job security in the gaming industry presents a complex tapestry of opportunities and challenges that demand careful consideration and strategic navigation. From revolutionising gameplay experiences to potentially displacing traditional roles, AI’s impact on the gaming sector is profound and multifaceted.

    The main focus is on the intricate dynamics at play as developers explore the vast potential of AI in game development while grappling with concerns surrounding job security, ethical implications, and the need to strike a harmonious balance between technological advancement and human ingenuity. By examining these critical issues through a lens of innovation, sustainability, and ethical responsibility, we aim to shed light on the evolving landscape of gaming in an AI-driven world.

    Changing the Game Development Landscape

    Gaming executives recognise the potential of generative AI to revolutionise the video game industry over the next 5 to 10 years, with expectations that it will contribute significantly to the development process. However, concerns linger about job displacement and the impact on talent models as AI technologies evolve within the sector.

    AI’s influence extends beyond gameplay enhancements to optimising monetisation strategies in games, offering both positive outcomes and potential challenges. The adoption of AI in game development introduces opportunities for streamlining processes, such as automating tasks like content generation and testing, which can lead to more efficient game launches and higher customer satisfaction. AI-driven algorithms are not only enhancing graphics and realism but also enabling personalised storytelling experiences tailored to individual player preferences.

    Current State of AI in the Gaming Industry

    The current state of AI in the gaming industry is characterised by a significant transformation driven by the integration of artificial intelligence technologies. AI is revolutionising gameplay experiences, enhancing graphics and realism, streamlining game development processes, and redefining the role of game designers. Here are key points highlighting the impact of AI in the gaming sector:

    1   Revolutionising Gameplay: AI is enabling more immersive and engaging gameplay experiences by creating dynamic and personalised content, such as intelligent NPCs, adaptive environments, and enhanced player interactions.

    2   Enhancing Graphics and Realism: AI-driven algorithms are improving graphics quality, generating lifelike textures, environments, and characters, and simulating realistic interactions between objects and characters.

    3   Streamlining Game Development: AI automates various tasks in game development, such as generating procedural content like terrain and levels, optimising monetisation strategies, and enhancing pre-production planning processes.

    4   Challenges and Concerns: While AI offers numerous benefits to the gaming industry, challenges include ensuring ethical AI use, managing player expectations, balancing innovation with responsibility, addressing job displacement concerns due to automation, and navigating data privacy and security issues.

    Job Security in the AI Era

    In the era of artificial intelligence (AI), the evolving technological landscape raises significant questions and concerns about job security across various industries, including the gaming sector. As AI technologies continue to advance and integrate into different aspects of game development, there is a growing apprehension about the potential impact on traditional job roles within the industry. Automation and AI-driven processes can streamline tasks, optimise workflows, and enhance efficiency, but they also pose a risk of displacing human workers who traditionally perform these functions.

    The gaming industry, like many others, faces the challenge of balancing the benefits of AI adoption with the preservation of job security for its workforce. There is a valid concern about the displacement of jobs that rely on manual or repetitive tasks. Developers and industry stakeholders must navigate this delicate balance by exploring ways to upskill employees, restructure job roles to align with AI integration and prioritise human creativity and innovation in game design.

    Addressing job security in the AI era requires a proactive approach from both companies and individuals within the gaming industry. Embracing AI technologies while simultaneously investing in employee training and development can help mitigate job displacement risks and foster a more sustainable workforce. By maintaining a culture of continuous learning, adaptability, and collaboration between humans and AI systems, game developers can harness the full potential of AI advancements while safeguarding job security and promoting a thriving ecosystem where human creativity remains at the forefront of innovation.

    Why Creativity Cannot Be Automated

    While AI can enhance many aspects of game development, it cannot replace the human element – creativity and emotional intelligence. Storytelling, character development, and world-building are aspects where the human touch is irreplaceable. These elements of game design require empathy, cultural understanding, and emotional depth, traits that AI currently cannot replicate.

    The gaming sector must recognise and value these uniquely human contributions, ensuring that while AI is used to augment development, it doesn’t become a substitute for the creative minds that drive the industry’s innovation and appeal.

    Collaboration Between AI and Human Talent

    Collaboration between humans and AI is reshaping industries, including gaming, by deploying the unique strengths of both entities to achieve better results. The interaction between humans and AI is crucial as each possesses distinct capabilities that, when combined, lead to enhanced outcomes. Humans contribute creativity, empathy, and critical thinking skills, while AI excels at processing vast amounts of data and performing repetitive tasks efficiently. By working together, humans can provide context and decision-making abilities, while AI offers data-driven insights that enhance decision-making processes.

    The fear that AI will replace human jobs is a common concern; however, the reality is that AI is not meant to replace humans entirely. While some jobs may become obsolete due to automation, new roles will emerge as a result of AI integration. Many tasks still require human input, creativity, and empathy, highlighting the importance of human-AI collaboration in optimising costs, improving decision-making processes, and maintaining competitiveness in evolving markets. Human-AI collaboration is a trend that is gaining momentum across various industries as companies recognise the value of combining human expertise with AI capabilities to achieve better results.

    Conclusion

    As the gaming industry navigates the intersection of AI advancements and job security, the focus should be on balance and adaptation. While AI offers incredible opportunities to revolutionise game development, it is essential to approach these changes with an understanding of their impact on jobs and the irreplaceable value of human creativity. By fostering a symbiotic relationship between AI and human talent, the gaming sector can continue to flourish and innovate in an AI-augmented future.

    The author of this article is GameCloud Technologies CEO Laxmikant Thipse.

  • “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    “We believe powerful storytelling sparks relatable conversations driving positive change”: ZEE5’s Abhirup Datta

    Mumbai: With the ever-evolving consumer preferences, content too is rapidly transforming, especially in the AVOD platforms. ZEE5, one of the major OTT players in India, is at the forefront of this revolution, curating engaging and diverse content to meet the demands of today’s digital audience.

    From captivating originals to socially relevant initiatives like #NoNaariNoShakti and #ZEE5GameChangers, ZEE5 is not just reshaping entertainment but also fostering societal dialogue and meaningful engagements.

    Catching up with ZEE5’s head – AVOD marketing Abhirup Datta, who is

    driving the overall AVOD growth and development agenda by increasing users, videos viewed, time spent and in building brand affinity with best-in-class customer experience, Indiantelevision.com delved into ZEE5’s content curation, their #NoNaariNoShakti and #ZEE5GameChangers initiatives driving societal changes, unique challenges in the AVOD space and more…

    Edited Excerpts:

    On ZEE5 curating and ensuring its AVOD content in Hindi and regional languages remains engaging and relevant amid evolving viewer preferences

    At ZEE5, our approach to curating AVOD content is deeply rooted in understanding and adapting to evolving viewer preferences. Adopting a consumer-centric approach, we carefully curate a content pipeline featuring exclusive titles, nostalgic classics, direct-to-digital releases, e-sports, devotional content, kids’ content, and catch-up TV, enabling access to high-quality content at any time on our platform. In 2023 alone, we launched a plethora of movies, web shows, and exclusive films like ‘Ardh’ with Rajpal Yadav, ‘Am I Next’ with Anushka Sen, and Priyamani’s ‘Sarvam Shakti Mayam’. This year as well, we continue to offer quality and impactful stories like our recent AVOD original ‘Kaam Chalu Hain’.  

    Our content library comprises of more than 2000 plus free movies across languages catering to diverse regions pan-India. Through the rich legacy of ZEEL (Zee Entertainment Enterprise Ltd), ZEE5 is also home to over 1400 GEC shows spanning 10 plus languages including Hindi, Marathi, Bengali, Malayalam, Telugu, Tamil, etc. On AVOD we also stream popular international titles and K-drama series dubbed in local languages. Localisation of content via dubbing and subtitling, along with the rise of affordable high-speed internet and increased smartphone accessibility, has contributed significantly to the growth of the AVOD segment.

    Lastly, we also craft innovative brand campaigns to facilitate access to premium content. For example, campaigns such as “ZEE5 Manoranjan Festival,” “Any Time Manoranjan”, “Azadi Ka Jashn, ZEE5 Ke Sang”, and “ZEE5 Kids Festival”, amongst others enable our audiences to explore and engage with diverse content. We also successfully forayed into esports with IESF Big Bang Asia Open 2023 and sports streaming with ILT20.

    On ZEE5’s innovation with campaigns like #NoNaariNoShakti and #ZEE5GameChangers to foster meaningful engagements and contribute to societal dialogue

    At ZEE5, we believe in the power of storytelling to create meaningful, relatable conversations and drive positive change. With #ZEE5GameChangers, our goal is to connect, collaborate, and communicate with our viewers through socially relevant stories. In line with the initiative, ZEE5 offers titles like ‘Sirf Ek Banda Kaafi Hain’, ‘Duranga’, ‘Abar Proloy’, ‘Lakadbaggha’, ‘Lost’ ‘Ayali’, ‘Mrs Undercover’, and ‘Chhatriwali’, amongst others. On the other hand, #NoNaariNoStory championed women-led narratives against the backdrop of International Women’s Day. The campaign was unveiled with a “Social Media Glitch” executed across our social media platforms. It showcased key visuals of popular ZEE TV shows airing on ZEE5 featuring male leads alone. Through this, it creatively portrayed the intrinsic role female characters/leads play in our stories. Leveraging activations, influencer collaborations, and user-generated content contests, the campaign trended on social media, garnering significant engagement and reach. With initiatives like #NoNaariNoStory and #ZEE5GameChangers, we deepen our commitment to delivering diverse and engaging content experiences while solidifying our position as a leading AVOD streaming platform.

    On the unique challenges that ZEE5 faces in the AVOD space, and how does it address them

    Navigating the dynamic OTT landscape presents ZEE5 with unique opportunities for growth and innovation. Maintaining campaign freshness, engagement, and ongoing user interest is crucial for us, as meeting the rising demand requires constant innovation to satisfy our ever-evolving digital audience’s expectations. For this, we collaborate with the relevant creators to offer more engaging storytelling to our audiences. We realise that audiences are value-conscious and have tailored our AVOD model to perfectly meet the diverse needs of our viewers. Through our brand campaigns, consumers can experience a variety of content and make well-informed decisions. We also aim to engage our viewers through short format festive content in terms of ‘Festive Look’, ‘Shop like a star’, ‘High 5 with ZEE5’ amongst others.

    We also focus on creating unique and engaging properties, through exclusive content, and exploring new genres and formats. Moreover, our platform features properties like ZEE5 World Hits and ZEE5 Spark, offering premium international titles dubbed in local languages. Additionally, our expansion into e-sports streaming with ILT20, devotional content, and diverse brand campaigns has kept our audience engaged and growing.

    On examples of ZEE5’s collaboration with influencers or celebrities to amplify its AVOD content

    We have been successfully using meme marketing to build online buzz for some of our launches. These memes, often featuring favourite actors in funny or relatable contexts, organically drive traffic due to their shareable nature. This further increases the visibility and engagement around our AVOD content leading to higher viewership. This approach not only boosts visibility but also fosters engagement around our AVOD content.

    We curated an influencer campaign for the launch of our latest AVOD original ‘Kaam Chalu Hain’. For this, Rajpal Yadav, who plays the protagonist role in the film, created content with influencers like Atharva Sudhame, RJ Mahavash, Danny Pandit, amongst others to drive awareness about the plot of the film. Within the span of a few days the campaign received positive reception and views. In the past, we have also launched ‘Yaadein’ with Anu Kapoor, featuring some of our iconic shows of the 90s and 2000s.

    Additionally, we have been leveraging our TV stars to build a deeper and direct connection with our viewers. For example, the promos of our most recent AVOD brand campaign “Serial Killer” saw prominent collaborations with top leads like Sana Sayyad and Paras Kalnawat of the Hindi serial ‘Kundali Bhagya’; Shivani Rangole and Hrishikesh Shelar of the Marathi serial ‘Tula Shikvin Changlach Dhadha’; Ankita Mallick and Soumyadeep Mukherjee, leads of the Bangla serial ‘Jagadhatri’. Through this campaign, we empower women to watch their desired content at their convenience highlighting the flexibility of our platform. On similar lines, we also released the ‘Entertainment Not Out’ campaign, back in 2023, with promos starring top leads from various regions, talking to the women viewers, reiterating to not miss their favourite content by watching it on ZEE5.

    On ZEE5’s plan to leverage partnerships to expand its brand reach and impact

    We at ZEE5 strategically partner with well-regarded ecosystem players to expand the reach of our content and further widen our audience base. For example, ZEE5 collaborated with prestigious platforms like the Dadasaheb Phalke International Film Festival (DPIFF) and Iconic Awards to not only recognise the industry’s achievements but also to bring the magic of cinema and art closer to its audiences. Additionally, at ZEE5, we believe in creating immersive experiences, and celebrations which are an integral part of our cultural fabric. Taking that forward, we partnered with the iconic Ganesh Galli’s Mumbaicha Raja pandal under our festive campaign ‘Manoranjana Cha Raja’ and about 35 pandals during Durga Pujo, offering darshan and aarti via live streaming straight from the pandal directly to the screens for millions of viewers across India. In line with ZEE5’s digital-first philosophy, we also collaborated with Kyoorius for Designyatra 2023. Here, we hosted multiple workshops and created an AR/VR tech space zone at the event to further expand our brand credibility and impact.

    On the key initiatives and plans that ZEE5 has in its AVOD roadmap for FY 2024

    In 2024, we are further strengthening our AVOD catalogue with beyond TV content, bringing sports tournaments, exclusive titles, originals, and devotional content, amongst others to reach the audience at large. We started the year with yet another impactful title ‘Kaam Chalu Hain’ which has been receiving positive reception from our viewers.

    As we mentioned earlier, we also launched the “Serial Killer” campaign recently. The campaign humorously addresses the common scenario of husbands interrupting TV serial watching, especially during the cricket season. Through this we aim to highlight the flexibility of watching a wide range of content on ZEE5 for free, anytime and without interruptions from the “serial killer” at home.

    Along with this, we will continue to host targeted brand campaigns like ‘Entertainment Not Out’, ‘ZEE5 Manoranjan Festival’, ‘Any Time Manoranjan’ to broaden access to our diverse content library, leveraging high engaging periods like monsoon and the festive season. We shall stay committed to creating unique and engaging properties through continuous innovation and strategic collaborations with creators and partners.

  • Exploring May’s must-see shows on discovery+

    Exploring May’s must-see shows on discovery+

    Mumbai: Prepare for an exhilarating array of releases coming your way this May on discovery+, your premium destination for real-life entertainment from Warner Bros. Discovery! Adding to the anticipation is the gripping investigative documentary O.J. and Nicole: An American Tragedy, shedding light on a poignant chapter in American history. Immerse yourself in the captivating exploration of Hidden Frontiers Arabia with Reza Pakravan, offering a thrilling glimpse into the secrets of the Arabian Peninsula. Experience the spiritual depths of The Secret Lives of Aghori Sadhus, and brace yourself for the breathtaking wonders of Oman’s wildlife in Wild Oman: Wonder of Arabia, and brace for spine-tingling encounters in Ghost Adventures: House Calls S2. Get ready to be enthralled as discovery+ unveils yet another month of captivating content to ignite your curiosity and fascination with the world around us.

    O.J. and Nicole: A Tragic American Story

    The O.J. Simpson case as it has never been reported before. Nicole Brown Simpson’s sister Tanya Brown uses Nicole’s words and the pictures she left behind to depict the Brown family’s experience as she examines O.J. and Nicole’s relationship as well as the trial that followed.

    Streaming: 10th May 2024

    Hidden Frontiers Arabia with Reza Pakravan

    Reza Pakravan sets out to explore unexplored and hazardous terrain in order to discover the mysteries of the powerful Arabian Peninsula. While there, he does strenuous physical tasks in order to research long-forgotten mysteries, extinct animals, and breathtaking locations that are rarely seen by humans.

    Streaming: 13 May 2024 onwards

    The Secret Lives of Aghori Sadhus:

    The lives of Aghori Sadhus, who are renowned for their intense spiritual practices in search of enlightenment, are explored in this documentary. It delves into their beliefs, rituals, and the deep and sometimes contentious facets of their Shiva devotion.

    Streaming: 4 May 2024 onwards

    Theyyam

    Originating in North Kerala, Theyyam is a ritual dance form that embodies the holy and breathes life into mythology. The rich costumes, intricate performances, and cultural and spiritual significance of Theyyam among the surrounding communities are all highlighted in this documentary.

    Streaming:  18 May 2024

    Naked and Afraid – Castaways:  

    Twelve of the best survivalists face their most difficult setting to date—Montana’s subzero Rocky Mountains.

    Streaming: 10 May 2024 onwards

    Animals Unleashed

    The world’s most bizarre and funny animal videos can be found in this presentation. Each episode features animals in their most unexpected, naughty, and absurd forms, whether they are in the wild or in the living room.

    Streaming: 3 May 2024

    Mother Nature S2

    Explore Zambia’s animal mothers in the isolated Kafue National Park. See the difficulties faced by those trying to raise their family in a dangerous place full of predators, among other difficulties.

    Streaming: 5 May 2024

    A Wolf’s Journey

    Once his pack is driven away, a young wolf must face his fate on his own and make an effort to survive in a world where humans reign. He overcomes numerous challenges as he travels across Europe and finds a determined she-wolf who is eager to aid him in preserving their species.

    Streaming: 22 May 2024

    Wild Oman: Wonder Of Arabia

    An immersive, strikingly beautiful tour of Oman’s natural environment. Learn about uncommon animals that exhibit behaviors never seen before.

    Streaming: 24 May 2024

    Ghost Adventures: House Calls S2

    With nowhere else to turn, ordinary individuals living in horror in their haunted houses are the target of investigations by Zak Bagans and the Ghost Adventures team. Following up on a homeowner’s request for assistance, Zak dispatches his team to the house to record unusual behavior and provide guidance on how to handle intruding ghostly visitors.

    Streaming: 2 May 2024

    90 Day Fiance: Happily Ever After? S5-6

    After navigating the visa application procedure, the couple is married, but they soon come to terms with the fact that their honeymoon is gone as reality settles in. Every couple has drama when their expectations for married life in America are not met.

    Streaming: 4 May 2024

    In Pursuit with John Walsh S2-5

    John Walsh has made it his life’s work to discover missing children, apprehend criminals, and enable the people to support a criminal justice system that is more accountable and efficient.

    Streaming: 4 May 2024

    Master of Arms

    In the past, steel and stone determined the destiny of entire civilizations. Master smiths, the guardians of lost arts, who changed history with swords, arrows, and barrels, supported entire empires. Three of the greatest smiths working today are paired in a new competition series to reimagine those weapons through a talent test. Through the creation of the most recognizable weapons in human history, expert artisans contributed to the destiny of humanity. Drawing inspiration from ancient customs, Discovery Channel is assembling the top constructors to compete head-to-head to recreate the weapons that have altered the path of history.

    Streaming: 27 May 2024

  • Netflix’s Bela Bajaria, Kapil Sharma & team celebrate The Great Indian Kapil Show’s success

    Netflix’s Bela Bajaria, Kapil Sharma & team celebrate The Great Indian Kapil Show’s success

    Mumbai: Netflix’s chief content officer, Bela Bajaria is in India all the way from Los Angeles and she along with VP of content Monika Shergill, Netflix India – series head Tanya Bami met with the entire gang of The Great Indian Kapil Show including Kapil Sharma, Sunil Grover, Rajiv Thakur and Archana Puran Singh.

    The Great Indian Kapil Show is the first Indian series to trend in the global top 10 TV non-english for four consecutive weeks. Loyal fans of the show have showered a lot of love on the weekly show contributing to its massive success, and this is just the beginning.

    The Great Indian Kapil Show has lots more in store with a first-ever appearance of Aamir Khan as well an episode with global music sensation – Ed Sheeran. The party’s just getting started, and fans should expect nothing less than immense fun and entertainment!

  • JioCinema teams up with Snap Inc. for IPL lens

    JioCinema teams up with Snap Inc. for IPL lens

    Mumbai: As the Indian Premier League (IPL) buzzes with excitement, JioCinema and Snap Inc. have teamed up to offer Snapchatters an exciting experience with a special lens.  This innovative lens offers live score updates and features larger-than-life team characters reacting in real-time to every delivery, all against the backdrop of the sky!

    This incredible experience is powered by Sky Segmentation technology, which uses Snap’s advanced camera to identify and enhance elements against the sky. Real-time match score updates come from a live sports score API, while custom animations add to the excitement of key moments like boundaries and wickets.

  • Amazon miniTV announces new series ‘Amber Girls School’

    Amazon miniTV announces new series ‘Amber Girls School’

    Mumbai: Amazon miniTV is all set to take audiences on a journey of sisterhood, self-discovery, and the complexities of teenage life with its upcoming series, ‘Amber Girls School’. The streaming service has announced the coming-of-age teen drama series by unveiling its gripping trailer, which offers a glimpse into the world of Amber Girls School (AGS), an all-girls institution that focuses on grooming ‘Sanskari’ young women, where tradition clashes with the desire for freedom. The upcoming series is certain to captivate the audience with its hard-hitting narrative, compelling characters, and authentic portrayal of teenage struggles. Produced by Reliance Entertainment Studios and directed by Rajlaxmi Ratan Seth, it features Celesti Bairagey, Kajol Chugh, Adrija Sinha, Ishika Gagneja, Harsh Khurana, and Shruti Panwar in pivotal roles. This series is helmed by the acclaimed writer Garima Pura Patiyaalvi, known for her exceptional work in the 2022 Oscar-winning documentary ‘Elephant Whisperers’.

    The trailer follows the story of Ojaswini, a 15-year-old sincere and sanskari girl, who is amongst the most promising students of her grade. In pursuit of her dream to be the Vice Head Girl of her school, she maintains discipline and focus until teenage rebellion and desires come to the fore. The conflict between exploring all things ‘grown up’ and dealing with the financial crisis her family is going through puts Ojaswini in sheer confusion as she navigates through the challenges of teenage life. As the school’s strict rules clash with her desire for individuality and freedom, it will be interesting to witness how Ojaswini paves her way through the obstacles that arise in her journey.

    “We are delighted to add yet another engrossing story to our content library, which exemplifies the quality and diversity of content that we offer to our audience. Amber Girls School beautifully captures the essence of teenage, portraying the complexities of identity, rebellion, and friendship in a compelling narrative.” shared Amazon miniTV head of content Amogh Dusad.

    “We are pleased to bring ‘Amber Girls School’ to the viewers on 1 May,” said Reliance Entertainment producer Sweta Agnihotri. “It’s a story that reflects the universal struggles of adolescence, and with the talented cast and crew, we are confident that the series will leave a lasting impact.”

    Celesti Bairagey, who plays the character of Ojaswini, shared her thoughts, saying, “I am incredibly honored to be a part of Amber Girls School and bring the character of Ojaswini to life in this teen drama. This series is a powerful exploration of the teenage experience, and Ojaswini’s journey of independence and self-discovery is one that, I believe, will resonate with each viewer. Working alongside such a talented cast and crew has been an unforgettable experience, and I am excited for audiences to join us on this adventurous yet relatable ride.”

    Amber Girls School will premiere on 1 May 2024, exclusively on Amazon miniTV for free within Amazon’s shopping app, on Prime Video, Fire TV, Smart TVs, or download the app from Play Store.

  • PlayboxTV and Shucae Films redefine entertainment horizon

    PlayboxTV and Shucae Films redefine entertainment horizon

    Mumbai: PlayboxTV, a fourth-largest OTT aggregator, announced an exciting collaboration with Shucae Films, an OTT platform owned by Shucae Films Pvt Ltd (SFPL). This partnership aims to elevate the entertainment landscape by delivering a rich array of culturally diverse content. By curating content from around the globe, the collaboration promises to enrich the viewing experience for the audience.

    The partnership between Shucae Films and PlayboxTV will facilitate cross-promotional activities, enhancing visibility for both platforms among their respective users. This collaboration aims to boost user acquisition and retention by leveraging shared audiences. Through mutual sharing, users of Shucae Films and PlayboxTV will access content from each platform, fostering growth opportunities for both companies.

    On this Partnership PlayboxTV founder and CEO, Aamir Mulani said, “Shucae Films has a great collection of regional content, which will diversify our content offering and help us cater to a wider audience. We are very excited since this partnership will help both PlayboxTV and Shucae Films to grow.”

    Shucae Films, based in Mandi, Himachal Pradesh, and with an operational office in Delhi NCR, offers streaming services for entertainment enthusiasts. These services deliver movies, short documentaries, and news insights accessible via internet-connected devices. PlayboxTV and Shucae Films aim to tap into new markets and demographics, introducing regional content to untapped audiences and drawing in users intrigued by such offerings. This partnership will enrich user’s experience by expanding content accessibility, enabling PlayboxTV’s audience to indulge in a diverse array of regional entertainment, and enhancing the appeal and engagement of both platforms.

    Manoj Doogra, Founder and CEO of Shucae Films, comments, “I am thrilled about our collaboration with PlayboxTV. This partnership marks a significant milestone for us as we endeavour to bring diverse cultural experiences to our viewers. Our shared vision is to create a platform where every viewer can find something they love and this partnership is a significant step toward achieving that goal.”

    Shucae Films provides a rich array of entertainment catering to a worldwide audience. Their collection spans feature films, web series, dramas, comedies, action, romances, and insightful documentaries delving into culture, history, and societal topics. With a focus on regional content, they celebrate diverse cultures and offer informative news updates on global affairs. Audiences now have access to a diverse array of content options, with Shucae Films’ offerings available on PlayboxTV.

  • “Modern Trade and E-commerce platforms definitely bring us closer to consumers”: Kunal Sharma

    “Modern Trade and E-commerce platforms definitely bring us closer to consumers”: Kunal Sharma

    Mumbai: Basmati is incredibly special to KRBL. It’s a grain that’s grown just once a year in the Indo-Gangetic Plain, nestled beneath the Himalayan sub-ranges. The unique qualities of basmati, shaped by the fertile soil, fresh air, and pure water from the mountains, make it a truly cherished and distinctive grain.

    KRBL Ltd has been in the rice business for over a century now. Today, the company is recognized as a major player in the Indian rice industry and the first company in India to handle every aspect of rice production, from cultivation to sales. Their focus is on crafting high-quality rice products, and their success stems from their commitment to responsibility, efficiency in operations, innovation in manufacturing, and seizing new opportunities.

    Indiantelevision.com reached out  KRBL Ltd head of marketing & business head (modern trade & ecommerce) Kunal Sharma, where he shared insights on India Gate’s success, their marketing strategies and more…

    Edited excerpts

    On some of the key factors that have contributed to India Gate’s success in the rice market over the years

    A couple of factors have been critical to the success of India Gate over the years. In the rice industry, delivering quality consistently is of paramount importance and India Gate has remained steadfastly focussed on this. India Gate also had a first mover advantage in terms of identifying the huge opportunity of tapping the loose rice market in India and providing quality packaged Basmati to consumers in India. Thirdly, a brand with pan India consumer mindshare and shelf share has been a cornerstone of the success of India Gate.

    On the marketing strategies you employed to stay ahead in the market and appeal to consumers

    Many Indians reside in our nation and as a food staple category, it was important for us to take a regional approach. We have recently changed our marketing strategy which now focuses on aligning our marketing initiatives with the company’s business objectives. The company no longer sees India as one market but an amalgamation of different regions. Our business objective for each region is different. Which makes our marketing objective for each region different. E.g., we talk about Khulla vs Packaged Basmati in HSM while for South (where packaged Basmati is already adopted) we talk about Experiments with Basmati.

    On leveraging modern trade and e-commerce channels to reach a wider audience and drive sales

    Modern Trade and E-commerce platforms definitely bring us closer to consumers. This is why it holds as much importance as general trade for us. In fact, recent data from December 2023 reports a market share of 37 percent in general trade for India Gate while 40 percent in Modern Trade channels. Our aim is to bring higher engagement to the shoppers directly via these channels. We recently set-up VR enabled experience zones in a modern retail format across 5 cities- Delhi, Gurugram, Mumbai, Bengaluru and Lucknow.

    On discussing any innovative initiatives that you have implemented to adapt to the market trends

    Basmati has been a relatively low involvement category in Foods. As a brand, we have been trying to improve this to drive brand salience and preference be it through our communication approach or through the choice of media.

    In the recent past, we have worked on innovative on-ground campaigns like a partnership with PVR to take our Experiments with Basmati campaign in South to new-age consumers.

    We are also adapting in terms of Point of Sale experience to give consumers a virtual tour of the Farm to Fork journey of Basmati through  Virtual Reality set-up.

    All firsts in a relatively low involvement categories.

    On India projected to expand at 19 percent, reaching $400 billion by 2030 according to Publicis Commerce & MMA India’s recent report “The D2C Advantage X Toolkit: Guide to Maximise ROI of eCommerce Investments”

    While we do not have any immediate D2C plans, we do see Ecommerce scaling up quite rapidly for us. It’s been the fastest growing channel for us and we see good growths coming both in Q-Commerce and Grocery. We are investing on the platforms to drive growths aggressively and also taking a lot of new launches first into these channels to test and improvise the right mix.

    On some of the upcoming plans or developments for India Gate Foods in terms of product offerings and market expansion?

    There are three levers of product offerings expansion that India Gate Foods is working on.

    First, we are looking at newer categories to expand our kitchen share within staples and a foray into Health Oils is something that will happen in the coming financial year.

    Secondly, we are actively looking at adjacencies to extend our core equity in Rice. Our newly launched range of Biryani Masalas under the India Gate Classic brand promising a classic experience to consumers is the first foray in this space.

    Thirdly, we are looking at extending our health range beyond Brown Rice into newer innovative and new-age consumer formats.

    Along with this, we are aggressively scaling up our regional rice play through Kolam, Sona Masoori, and Gobindobhog. To support this growth, we plan to launch vernacular advertising campaigns and raise awareness, particularly in southern markets.

  • Narayana Health unveils ‘InsidER’ docudrama by Prominent Pictures

    Narayana Health unveils ‘InsidER’ docudrama by Prominent Pictures

    Mumbai: In an exciting new venture, Narayana Health has entrusted Prominent Pictures with the creative duties to produce “InsidER,” India’s first medical docudrama series that has quickly become a sensation. Now available for streaming on JioTV, JioTV+ and JioCinema, the series offers an unparalleled glimpse into the high-stakes world of emergency medicine, blending intense medical scenarios with deeply human stories.

    Crafted around four fundamental pillars—high-stakes medical cases, emotional authenticity, educational insight, and compelling storytelling—”InsidER” has captured the audience’s imagination. The series takes a suspenseful thriller approach to deliver a gripping and emotionally charged docudrama based on real cases. Each episode is meticulously crafted emotions, drawing the audience into the heart of every medical emergency and the monumental challenges faced by the clinicians at Narayana Health. Each case not only marks a significant milestone in the hospital’s journey but also holds immense importance in the context of Indian emergency awareness.

    Mukesh Jagoorie, who conceptualised and produced the series, expressed his enthusiasm about the project’s reception, stating, “Witnessing the journey of ‘InsidER’ from concept to a beloved series has been incredibly fulfilling. Our aim was to create a series that is as informative and authentic as it is engaging. The positive feedback from our audience confirms that we have achieved that, and it’s been an extraordinary journey.”

    “The ‘InsidER’ campaign emerged from our profound desire to recognize the bravery of patients and the often-overlooked struggles of families facing medical crises. Over ten months, our teams worked tirelessly across India to capture the intense reality of the ER. Through collaboration with clinicians, patients, and their families, we depict those pivotal moments that shape lives forever. This series shows the importance of resilience, frontline workers, and knowing your ER number. A simple act like having this number readily available can mean the world. We extend our deepest gratitude to Mr. Mukesh and the team at Prominent Pictures for bringing this impactful project to life.” said Narayana Health CMO Dr Ashish Bajaj.

    As “InsidER” continues to grow in popularity on JioTV, JioTV+ and JioCinema, it cements its position as a pioneering series that not only educates but also deeply moves its viewers, reflecting the real-life heroism of medical professionals.