ITV

Category: GECs

  • Star Plus collaborates with Nisha Madhulika for the show ‘Banni Chow Home Delivery’

    Star Plus collaborates with Nisha Madhulika for the show ‘Banni Chow Home Delivery’

    Mumbai: Disney Star flagship channel Star Plus and famous YouTuber Nisha Madhulika collaborated for its fiction offering Banni Chow Home Delivery, which started airing from 30 May 2022.

    A household name in the Hindi general entertainment channel (HGEC) space, the channel has taken the initiative to integrate Banni Chow Home Delivery, a show which features an empowered self-made woman’s journey, with Nisha Madhulika’s YouTube channel, featuring ‘Banni’ and Nisha herself.

    This show is aimed at showcasing the story of a young and vivacious entrepreneur, Banni, who runs a food delivery business where she cooks home-cooked meals for those who miss them. The character Banni is on a journey to becoming a self-made entrepreneur just like Nisha Madhulika.

    This first-of-its-kind collaboration takes the ‘traditional meets new-age media’ to another level, and creates a harmony between both the digital and television audiences, unlocking a new media landscape.  

    Nisha Madhulika has been featured in YouTube’s own spotlight campaigns and encourages each of her viewers, mostly housewives who are eager to learn new things on a digital platform. They aim to bring content in a meaningful manner, to the new set of audiences who straddle both digital and television, through this never-seen-before collaboration of YouTube and HGEC.

    Nisha is a Uttar Pradesh (UP) based home chef who started her digital journey with a blog. She launched a YouTube channel with her recipes in 2011 eventually rising to become India’s #1 female YouTuber and 15th biggest YouTuber in India with a subscriber base of 13 million. The majority of her audiences are female with the highest viewership between ages 25-34 in Hindi-speaking markets.

    According to an official statement from the channel, “This first-of-its-kind collaboration takes the ‘traditional meets new-age media’ to another level, and creates a harmony between both the digital and television audiences, unlocking a new media landscape.”

    “The traditional linear TV has realised the potential of the creator economy in catering to a wider entertainment hungry audience who are spoilt for choice with a plethora of avenues at their disposal. The result is the wonderful amalgamation of the traditional TV and creator economy,” the statement added.

    The initiative goes behind the usual format of short-term paid engagement to create a series of videos that bring out the synergies between the TV character (Banni) and a real-life YouTuber (Nisha Madhulika). This unique association will help Star Plus reach out to a wider audience and bridge the digital divide.

    Nisha Madhulika said, “It is a sure-fire way to expand the reach of niche audiences to offer more value to both brands. It’s about growing each other’s communities to build a strong content ecosystem. Such associations for content makers and content creators like me can be a crucial link for brands to leverage to tap more viewers across geographies.” 

  • Colors launches the new season of ‘Khatron Ke Khiladi’ with Rohit Shetty

    Colors launches the new season of ‘Khatron Ke Khiladi’ with Rohit Shetty

    Mumbai: Hosted by a Bollywood filmmaker, the popular stunt-based reality show produced by Endemol Shine India Khatron Ke Khiladi is back on Colors, according to a company statement on Monday.

    Last year, the show broke significant records by becoming the number one non-fiction programme in the Hindi general entertainment channel (GEC) space for the financial year 2022 (on 2+) reaching 168 million viewers across India.

    Returning with an exciting new season, Khatron Ke Khiladi will see many electrifying contestants challenging their innermost fears and taking on many thrilling and gruelling tasks in the picturesque locations of Cape Town, South Africa. Ace filmmaker and an epitome of action Rohit Shetty will return as the host leading and mentoring the daring troop in their journey.

    Extending their association for the new season, Maruti Suzuki once again comes on board as the presenting sponsor while ‘Charged’ by Thums Up has been signed on as the powered by the sponsor for the new season of the show. This season will feature popular faces including Rubina Dilaik, Sriti Jha, Shivangi Joshi, Mohit Malik, Erika Packard, Aneri Vajani, Kanika Mann, Tushar Kalia, Faisal Shaikh, Chetna Pande, Nishant Bhat, Rajiv Adatia, Jannat Zubair and Pratik Sehajpal who will set out on an action-filled journey in Cape Town.  

    Colors Viacom18 revenue head Pavithra KR said, “Khatron Ke Khiladi is our flagship property and has become synonymous with action on Indian television. The previous season was the number 1 non-fiction property in the Hindi GEC category, and we are excited about its return. Given the show’s popularity, it serves as a great opportunity for advertisers to engage with and reach out to their audience. We are excited to once again associate with Maruti Suzuki as the presenting sponsor and welcome onboard ‘Charged’ by Thums Up as the powered sponsor for the show and look forward to a great partnership. The new season will see a powerful ensemble of contestants experiencing the thrill and adventure with the action maestro Rohit Shetty.”

    Filmmaker Rohit Shetty said, “Khatron Ke Khiladi is special to me, and I am delighted to be back. This season, the adventure and entertainment quotient is going to increase manifolds with new and innovative stunts designed by me. It’s always an honour to be such an integral part of the show’s journey and it’s always our endeavour to take the show to greater heights. Cape Town is an incredibly amazing high action ground and with this exceptional mix of daredevil contestants, it is going to be extremely exciting.”

    Maruti Suzuki India senior executive director, marketing and sales Shashank Srivastava commented, “We are excited to be a part of season 12 of Khatron Ke Khiladi. This is our fourth association with Khatron Ke Khiladi in a row and the partnership has only gone from strength to strength. Khatron Ke Khiladi is an extremely popular show and has created a niche for itself, especially amongst the youth of our country.”

    He added, “At Maruti Suzuki, we constantly strive to bring out more youthful and dynamic imagery. We are extremely delighted to associate the iconic Swift with Khatron Ke Khiladi, which since its launch in 2005 has revolutionized the premium hatchback segment in India. The all-new Swift stands out from the crowd and has earned the love of nearly 2.4 million customers with its upright stance, sporty performance and unmistakable road presence which emphasizes individuality. Our partnership with the show resonates with Swift’s proposition of performance and being limitless. We believe that the Khatron Ke Khiladi contestants of this season will bring ‘Limitless Action’ to the viewers through their ‘Limitless Performances’ on the show.”

    Coca-Cola, India & Southwest Asia head of integrated marketing experiences Sumeli Chatterjee said, “We have recently introduced ‘Charged’ by Thums Up to the Indian market, and we are excited with the immense consumer applause and appreciation that has been received for this electrifying drink. With double caffeine and double kick, this beverage is a perfect partner to the action-packed Khatron Ke Khiladi franchise. We are thrilled to be part of this season.”

  • Zee Theatre expands its content slate with four musical blockbusters

    Zee Theatre expands its content slate with four musical blockbusters

    Mumbai: Zee Theatre brings star-studded stage productions like “The Sound of Music”, “Hairspray Live!”, “Peter Pan Live!” and “Billy Elliot: The Musical” to the small screen. This is the first time that four international musical blockbusters can be seen on Indian television.

    A glorious month of star-studded, award-winning musicals will begin with “The Sound of Music Live!”, which will be aired at Tata Play Theatre on 29 May, followed by “Hairspray Live!”, “Peter Pan Live!” and “Billy Elliot: The Musical“. Over the years, these musicals have been adapted to stage and as well on the big and small screen with great success and Zee Theatre’s offerings have much to recommend them, including stunning production values, captivating performances and large helpings of nostalgia. With these treats, Zee Theatre has not only diversified its slate but will tap into new audiences who will discover for the first time, the energy and verve of immersive musicals.

    “The Sound of Music” revisits the much-loved musical score with Carry Underwood, the multiple Grammy and Academy of Country Music Awards winning sensation. Underwood stars as Maria along with Stephen Moyer, Audra McDonald, Christian Borle, and Laura Benanti. Directed by Beth McCarthy-Miller and Rob Ashford, this true story based on Maria Von Trapp’s memoir, ‘The Story of the Trapp Family Singers’ has been a resounding hit from the time its first Broadway production was unveiled in 1959. Thanks to its central love story, ageless music, and family-centric wholesomeness, the musical has become an eternal favourite. Its cinematic version was the highest-grossing film of 1965 and starred Oscar winner Christopher Plummer and Golden Globe Award-winning actor Julie Andrews.   

    Explaining why Zee Theatre is bringing these musicals to Indian television, ZEEL chief creative officer-special projects Shailja Kejriwal said, “Indian audiences are no stranger to musicals. Our cinema and theatrical traditions thrive on musicality and dance. Musicals are also a huge part of Broadway and West End and we have curated some that will resonate the most with Indian audiences. “The Sound of Music“, “Hairspray Live!”, “Peter Pan Live!” and “Billy Elliot: The Musical”  are genre-defining stories that span coming-of-age dilemmas, love, self-discovery, and a lot more enthralling generations worldwide. These productions have much to recommend them and we are thrilled to introduce them to families across India.”

  • Cartoon Network to telecast ‘Dragon Ball Super’ in Hindi, Tamil and Telugu

    Cartoon Network to telecast ‘Dragon Ball Super’ in Hindi, Tamil and Telugu

    Mumbai: Cartoon Network has announced Dragon Ball Super for the first time in Hindi, Tamil and Telugu. The channel is bringing the action-packed adventures of Goku and his friends with a day-long Dragon Ball Super Sunday stunt with back-to-back episodes on 22 May from 9 am. It will air every weekday at 10.30 am and 7:30 pm and weekends at 5.30 pm.

    The launch of Dragon Ball Super is a part of the channel’s re-energised brand promise and tagline Redraw Your World through which it aims to cater to the complete spectrum of kids and families including pre-schoolers, and family co-viewing, with over two hundred hours of diverse content throughout the year.

    The channel also planned various digital activities for its fans including a fan-art contest, a watch & win competition for the Dragon Ball Super Sunday stunt, a dance challenge based on the popular hook step of Dragon Ball Super and collaborations with influencers.

    Popular voiceover artists are lending their voices for main characters in the show in Hindi. Ankur Javeri for Goku, Neshma Chemburkar for Chichi, Rajshree Sharma for Bulma, Mayur Vyas for Krillin, Rajesh Kava for Beerus and Prasad Barve for Vegeta.

    Fans are in for a special treat as the follow-up of the blockbuster classic anime follows the tranquil lives of Goku and his friends after vanquishing the evil Majin Buu. However, they are disrupted when Beerus, the God of Destruction, challenges Goku who requires his friends’ assistance to become the venerable Super Saiyan God. Dragon Ball Super reconnects fans with these beloved characters through unimaginable and adventure-filled storylines that unveil twelve universes and gods.

    Talking about the show launch, Cartoon Network and POGO South Asia network head Abhishek Dutta said, “Cartoon Network has always had its finger on the pulse of what its fans want. The anime genre and in particular, the Dragon Ball franchise is always right up there on the wishlist, and we’re really pleased to present the series in new regional languages.”

    “We are sure this extraordinary title will make a great addition to our top-rated ‘Redraw Your Summer’ content line-up and will be enjoyed by kids and families,” he added.

  • Fremantle acquires majority stake in Element Pictures

    Fremantle acquires majority stake in Element Pictures

    Mumbai: Television format creator, producer and distributor Fremantle has acquired a majority stake in film and drama production company Element Pictures. Working across production, distribution, and exhibition, Element Pictures is managed by co-founders Ed Guiney and Andrew Lowe, with offices in Dublin, London, and Belfast. It is an independent production company and has made “Normal People,” Academy Award-winning films “The Favourite” and “Room” and the new TV series “Conversations With Friends.”

     The deal was spearheaded by Fremantle’s Group COO, and Continental Europe CEO, Andrea Scrosati and Lorenzo De Maio, of De Maio Entertainment. The acquisition further underlines its strategic plan to invest in and develop premium production companies and creative talents from around the world.

    Element Pictures upcoming television productions include “Conversations With Friends,” based on Sally Rooney’s novel. The 12-part series was developed and produced by Element Pictures, directed by Lenny Abrahamson and Leanne Welham, co-written by Alice Birch and will premiere on BBC and Hulu on 15 May, and will roll out globally soon after. This follows Element Pictures’ adaptation of Sally Rooney’s novel “Normal People.”

    Speaking on the latest development, Guiney and Lowe said, “Element Pictures is 21 years old this year and it is incredibly exciting for us and our wonderful colleagues to be entering a new and ambitious phase of growth in partnership with our friends at Fremantle at a truly exhilarating time for our industry. We are huge fans of the people at Fremantle, their vision for the future and the extraordinary talent they are working with across film and television. Collaborating closely with Jen, Andrea, Lorenzo, Christian, Jens, and their brilliant team will allow us to build on and grow our existing relationships with the very best creators in the world and expand our capacity to make exceptional film and television drama for international audiences.”

    Scrosati said, “Fremantle is proud to invest and partner with the very best creative minds in the business. Ed, Andrew, and the amazing Element Pictures team certainly fall into this category. They have built an astonishing company, which has become one of Europe’s most exciting and innovative creative production companies. We look forward to working closely with their immensely talented creatives, helping to build on their slate of high-quality, sophisticated, and powerful productions. Creative freedom will sit at the very heart of this partnership, and everyone at Fremantle is excited to be working with the Element Pictures team and supporting their growth internationally.”

    Last August, RTL Group announced its aim to increase Fremantle’s full-year revenue target to € three billion by 2025.

    Element Pictures current television production includes “The Gallows Pole” (BBC/A24), a BBC period drama from director Shane Meadows and Nancy Harris’ eight-part comedy-drama “The Dry” (BritBox/RTE/ITV Studios/Screen Ireland). Previous television includes the co-production of “The Dublin Murders” with the Fremantle-backed Euston Films.

    Current films in post-production include Sebastián Lelio’s “The Wonder” (Netflix), with actor Florence Pugh; Yorgos Lanthimos’ “Poor Things” (Searchlight Pictures) starring Emma Stone, Mark Ruffalo and Willem Dafoe; Stephen William’s historical biopic “Chevalier” (Searchlight Pictures) starring Kelvin Harrison Jr, and Joanna Hogg’s “The Eternal Daughter” (BBC Films/A24) starring Tilda Swinton.

  • Zee5 unveils its content line-up for 2022

    Zee5 unveils its content line-up for 2022

    Mumbai: The video streaming platform, Zee5 has unveiled their blockbuster content slate for 2022 with 80+ titles spanning across Hindi, Tamil, Telugu, Punjabi, and Bengali.

    The slate encompasses 40+ original shows and 40+ movies featuring an expansive gamut of genres, including cutting-edge thrillers, high-voltage action, gripping dramas, light-hearted comedies, and soul-stirring romances.

    In line with its content strategy, ZEE5’s vision is to narrate stories that mirror the viewer’s soul and cater to every consumer cohort across the country. As part of this approach, ZEE5 has also announced collaborations with leading creative minds like BBC Studios, Applause Entertainment, The Viral Fever (TVF), along with powerhouse cinematic talent like Vetrimaaran, Prakash Raj, Amitabh Bachchan and Nagraj Manjule amongst others.

    The slate of Hindi originals includes the riveting, TAJ – an epic tale of succession, the much-anticipated Forensic, Duranga – a romantic thriller, latest seasons of audience favourites like Abhay 3, Pitchers 2, Sunflower 2, Tripling 3, Never Kiss Your Best Friend 2 and Rangbaaz 3 amongst many more.

    Amping up the ante, the platform will also feature the digital release of some of the biggest theatrical blockbusters like The Kashmir Files, Amitabh Bachchan’s Jhund and John Abraham’s Attack to name a few.

    The content slate also comprises a strong line-up of regionals, with the recently launched Anantham and Gaalivaana along with some of the most awaited shows and movies in Tamil, Telugu, Punjabi, and Bengali like Nilamellam Ratham, Fingertip S2, Paper Rocket Recce Kinnerasaani, Yaar Anmulle Returns, Fuffad Ji, and Main Viyah Nahi Karona Tere Naal, Shikarpur, Raktakarabi and Swetkali.

    https://f.io/I3EUz9By

    Commenting on the announcement, Zee5’s chief business officer Manish Kalra said, “We are enthused by the response that Indian OTT viewers have given to Zee5, it has further encouraged us to curate a slate that caters and connects to the audiences across India. As a consumer-first brand, we have invested in expanding our creative pool bringing India’s diverse talents, creativity, culture, and stories closer to the people across the nation and to the global audience.”

    “The growth has been remarkable with a significant share coming in from the regional markets, as we bolstered our presence in South and Punjab. We have increased our investments with a concerted focus on regional content as we stand open to partnerships with global studios, independent creators, and premium content production houses across regions and languages. At Zee5, the vision has been to be the platform of choice and I am certain the 2022 slate will address the varied interests of today’s audience,” he added.

    Speaking about ZEE5’s content strategy and the new content slate, Zee Entertainment Enterprises, president-content and international markets, Punit Misra, said, “Over the last couple of years, the OTT ecosystem has undergone a significant transition due to constantly evolving consumer preferences and consumption patterns. At ZEE5, our #SoulToScreen approach continues to be a critical pillar in conceptualizing the content slate for various markets and designing our content strategy. We are proud to unveil our content slate for 2022 across languages and reaffirm our commitment of engaging viewers with premium quality content. Keeping in mind the dynamism of this ecosystem and our sharp insights into India’s diverse cultural preferences, we are confident that ZEE5’s extensive mix of new originals and movies will be successful in entertaining audiences in India and globally.”

    Zee5’s chief content officer Nimisha Pandey added, “At ZEE5, our endeavor has been to narrate real, authentic, compelling stories, and expand the canvas of entertainment; a strategy aimed to cater to our multiple consumer cohorts. We have already begun 2022 on a great note, with encouraging audience response for Mithya, Love Hostel, Abhay 3, and Bloody Brothers to name a few. At ZEE5, we are obsessive about new ideas, narratives and working with exceptional creators who are passionate about their craft. Our slate for 2022 encompasses all of this and much more, and we are confident of raising the entertainment quotient further as we move forward. We are certain 2022 will be a power-packed year for our viewers with intriguing, inspiring, and innovative storytelling.”

    Zee5 also has a robust slate planned for their Tamil, Telugu, Punjabi and Bengali-speaking audiences as well. The recently announced Tamil slate includes names like Valimai, Nilamellam Ratham, Anantham, Paper Rocket, Five-Six-Seven-Eight, Alma Mater, Ayali, Thalamai Seyalagam, Fingertip 2, Kolaigara Kairegaigal and Aindham Vedham. The Telugu slate includes titles like Gaalivaana, Kinnerasaani, Recce 2, ATM Prema Vinam ,Maa Neella Tank and Aha Naa Pellanta. The Punjabi content titles on the platform include Yaar Anmulle Returns, Fuffad Ji, and Main Viyah Nahi Karona Tere Naal, along with Bengali titles like Shikarpur, which marks the OTT debut of Ankush Hazra, Raktakarabi featuring Raima Sen and Vikram Chatterjee, and Swetkali. These titles will join marquee names like Radhe, Uri: The Surgical Strike, Break Point, Rashmi Rocket, Sunflower on ZEE5.

  • SonyLiv begins registration for ‘Shark Tank India: Season 2’

    SonyLiv begins registration for ‘Shark Tank India: Season 2’

    Mumbai: After a stupendous success of season one, Sony Entertainment Television’s “Shark Tank India” produced by StudioNxt has opened the registrations for its second season from 30 April on SonyLiv.

    With a rapidly changing business environment, India’s dynamic start-up culture has seen innovative ideas that are triggering revolutionary changes. Bringing forth entrepreneurs scattered all over India with innovative business propositions and products.

    Firing up the business growth engine with 85000+ phenomenal entries, the first edition of “Shark Tank India” successfully paved the way for budding entrepreneurs from all walks of life where the Sharks invested Rs 42 crore across 67 businesses. Whether you are a home entrepreneur, business owner, start-up or just have a business idea, here’s your chance to realise your business dream and scale it.

    The first edition of “Shark Tank India” celebrated the distinctive spirit of entrepreneurship including Jugadu Kamlesh’s KG Agrotech, a multipurpose bicycle for farming; Duvvuru Varshitha’s healthcare start-up Vivalyf Innovation’s non-invasive glucometer; ‘Annie’ created by Tinkerbell Labs; Sulay Lavsi’s Bummer, an Indian comfort wear brand; Skippi Ice by, Ravi Kabra and Anuja Kabra or ‘Momo Mami’ Aditi Madan’s BluePine Foods, amongst many others.  

    Following is the four-step process to register for the show:  

    Step 1 – online application

    Download or update the SonyLiv app and fill the Shark Tank India Season 2 registration form by following the instructions mentioned on the app. Mention your business idea. If you hook the Shark Tank team with your idea, you will proceed to the next step.

    Step 2 – the pitch

    In this stage, the Shark Tank team will get to know the applicants and their business ideas better. The applicants will have to tell the team what makes their business idea extraordinary and why is it worth investing in! This will have to be done in the form of a compelling video pitch (three min long) which will decide whether the idea is worth making the cut on “Shark Tank India Season 2.”

    Step 3 – the audition

    The selected applicants will go through a round of auditions with the Shark Tank team which will be the penultimate step towards making it big with the second season of Shark Tank India.

    Step 4 – the Shark tank

    This is the ultimate test of perseverance. The selected applicants or the ‘Pitchers’ in this stage will find themselves face-to-face with the ‘Sharks’ or the investors who will understand, assess and make an offer based on the applicant’s final ‘pitch.’

  • Zee TV’s new show ‘Pyaar Ka Pehla Naam Radha Mohan’ launches in Lucknow

    Zee TV’s new show ‘Pyaar Ka Pehla Naam Radha Mohan’ launches in Lucknow

    Mumbai: After introducing audiences to the heart-warming story of “Mithai” earlier this year, Zee TV is once again set to present a fresh narrative “Pyaar Ka Pehla Naam Radha Mohan.” The show was unveiled in front of the media at a mega launch event in Lucknow. Set for the premiere on 2 May, the show will air every Monday to Saturday at 8 p.m only on Zee TV.

    “Pyaar Ka Pehla Naam Radha Mohan” will present a mature romance based in modern-day Vrindavan and will introduce viewers to Mohan, played by popular TV star Shabir Ahluwalia. In deep-seated awe of Mohan from her adolescent years, Radha, on the other hand, is a spiritual and optimistic girl, played by Neeharika Roy. With several intriguing layers and dimensions to its plot, “Pyaar Ka Pehla Naam Radha Mohan” will follow Radha’s journey of rekindling the lost spark in Mohan’s eyes and bringing back his smile.

    Apart from Shabir Ahluwalia and Neeharika Roy, the show also boasts of an exciting ensemble cast including the likes of Swati Shah, Sambhabhana, Keerti Nagpure and Manisha Purohit among other talented actors. The show is produced by Studio LSD Productions.

    “The idea behind this launch is to strengthen our core primetime with a fresh story at 8 p.m while taking ‘Kashibai Bajirao Ballal’ to 10 p.m with the show entering a completely new phase of its narrative following the recent leap,” said Zee TV business head Aparna Bhosle. “‘Pyaar Ka Pehla Naam Radha Mohan’ is a mature romance centred around a complete charmer whose mere presence could uplift the spirits of everyone around but has now forgotten to smile.”

    “The show explores the journey of reviving his lost spark. We are happy to partner with LSD Films in bringing this show to our viewers who’ll be thrilled to see their favorite actor Shabir Ahluwalia in this new avatar after winning their hearts as Abhi for over seven  years. With exciting high points planned across all our key fiction shows and ‘DID L’il Masters’ opening up to a warm welcome, audiences have a lot to look forward to on Zee TV all through the week,” Bhosle further added.

    Shabir Ahluwalia said, “I have never shied away from taking on a different character. In fact, I am always excited and enthusiastic about such a role. I personally love the way Mohan’s character has been written. Mohan is a strong, well-defined yet challenging character with several different shades. I am happy that we were able to give a small glimpse of our show to our media friends and the lovely people of Lucknow and their response was truly overwhelming.”  

    Neeharika Roy added, “I am thankful to Zee TV for giving me this mega opportunity. I will do my best to do justice to Radha’s character and I am really very excited to play this character. In fact, I relate to my character of Radha, who is a very religious girl, just like me. It has been lovely working with Shabir Sir and the whole cast and crew. However, seeing the audience’s reaction in Lucknow has been the best experience of our journey till now.”  

    “After presenting audiences with a heart-warming narrative like ‘Teri Meri Ikk Jindri,’ our next show with Zee TV revolves around Radha and Mohan’s layered and intriguing love story based in modern-day Vrindavan,” commented LSD Productions producer Prateek Sharma. “The show has a lot of dimensions ranging from a unique mother-son bond, an estranged father-daughter relationship, alliances forged with vested interests, one-sided love that borders on devotion and more importantly, the story of a man who has forgotten to smile and the journey of reviving his lost spark. We are hopeful that with all the surprises in store for the audience as the story progresses, the viewers will connect with Radha and Mohan’s journey and shower them with a lot of love.”

  • Colors adopts metaverse, launches 360-degree campaign for ‘Dance Deewane Juniors’

    Colors adopts metaverse, launches 360-degree campaign for ‘Dance Deewane Juniors’

    Mumbai: As the world goes digital, brands across domains follow the trend! Tapping into the trend Colors has developed a specially curated immersive, multichannel, and multiplatform digital and marketing campaign for its new kids’ dance reality show “Dance Deewane Juniors.” The show is set to premiere on 23 April at 9 p.m and will feature Neetu Kapoor, Nora Fatehi, and Marzi Pestonji as judges while Karan Kundrra will be the host.

    With this campaign, the channel, for the first time, will adopt metaverse technology for the show’s promotions. The plan will span across TV, print, OOH, radio, events, outdoor activations, digital and social media. Reinstating the show’s promise of ‘Deewangi More, Dance Hardcore,’ the channel has taken various steps to extend the deewangi for dance to its viewers and conduct activities in various markets backed by high-end technology.

    Colors aims to optimise the show’s reach by allowing viewers to interact with the judges and host through augmented reality, virtual integrations, and on-ground activations ahead of the launch. Further strengthening its digital realm, the channel has become the first general entertainment channel to enter the metaverse for the show’s promotions, said the statement.

    While for traditional mediums, a robust promotional outreach has been planned across platforms like TV, print, outdoor, radio, digital and social media, Colors has also leveraged different ways to expand its reach.

    Metaverse

    “Dance Deewane Juniors” is the first non-fiction show in India to have its metaverse. By clicking on the link https://ddj.v-verse.space/ the audience can take a virtual tour by entering the grand Metaverse Pathway. Before entering the metaverse, users can choose their avatar and indulge and experience various activities whilst in the chosen avatar. They can also experience the magnitude of the stage in a virtual format and participate in various activities like a photo booth, game zone, dance masterclass and watch shows’ behind-the-scenes within the metaverse.

    AR Dance with ‘Nora Challenge’

    The viewers across the key markets got an opportunity to shake a leg with judge Nora Fatehi through augmented reality. Nora was seen teaching dance moves of her popular tracks including the DDJ title track to the participants, followed by a Dance battle between her and the participants. The participants also received short videos of the activity to share and promote on social media. In some markets, the viewers also got a sweet surprise with host Karan Kundrra interacting live virtually with the participants.

    On-ground #KidsTakeOver

    In keeping with the theme of the show, various kids took to the streets of Mumbai and showcased their deewangi for dance. Unsuspecting passers-by at Carter Road were enthralled to see a dance flash mob of kids who set the promenade on fire with their hardcore dancing skills on Dance Deewane Juniors’ title track. This mob of kids then moved to Infinity Malad for another eye-catching performance. They were also spotted at various radio stations showcasing their passion for dance.  The activity will be amplified on various platforms.

    #NachoHardcoreChallenge for COLORS Golden Petal Club members

    Colors also gave a platform to the kids of the Colors Golden Petal Club (CGPC) members in select cities to showcase their Deewangi for Dance and win prizes. A fun-filled evening with a dance competition for kids and engagement games for their parents were hosted in Kanpur, Lucknow, Agra, Varanasi and Dehradun. Host Karan Kundrra also visited one of these markets to add to the excitement.

    Digital and influencer outreach

    Top influencers Sonali Bhadauria, Melvin Louis, Aakriti Sharma, Vedika Agarwal joined the judges Nora Fatehi, Marzi Pestonji and host Karan Kundra to dance to the hook step of Dance Deewane Juniors. A digital paid plan has been implemented on Facebook and Hotstar with placing spots in IPL matches along with mid-rolls on Jio, YouTube and Voot. Apart from this, interesting content around the show will be posted on Colors social media using baby filter, urban dictionary, comic style and reels.

    https://instagram.com/mridul_sharmaa?igshid=YmMyMTA2M2Y=

    https://instagram.com/shirin_sewani?igshid=YmMyMTA2M2Y=  

    Commenting on the campaign, Viacom 18 head of marketing and digital, Hindi mass entertainment, Sapangeet Rajwant said, “The marketing space has seen a dynamic and unprecedented shift in the recent past with ‘digital- first’ becoming the new mantra.  The advancement in technology has enabled brands to connect and communicate with our viewers across the country in real-time thus enhancing their reach manifolds. At Colors, we have always been at the forefront of innovating and tapping into newer avenues to put across our message and with Dance Deewane Juniors, we intended to design to build an immersive ecosystem in both online and offline mediums. Along with several other innovations, we have for the first time set foot in the metaverse arena by creating various virtual and experience-led touchpoints. We have mounted our campaign to bring alive the joy and excitement amongst the audience.”

  • Sony launches sustainability guidelines for content production

    Sony launches sustainability guidelines for content production

    Mumbai: Sony Pictures Networks India (SPNI) has launched sustainability guidelines for content production in an industry-first initiative, with a commitment to lead the way for the industry by adopting green practices. These guidelines aim to have SPNI achieve a zero environmental footprint by 2050.

    To begin with, SPNI will implement these guidelines in a few of its shows before extending them to all ongoing productions. The guidelines outline a course of action that all SPNI associated production houses and partners must follow. They have been carefully curated based on extensive industry research conducted across content formats such as fiction, non-fiction, and digital.

    “The measures incorporated cover a wide range of operations and include actionable initiatives such as a complete ban on single-use plastic, thermocol for set design and flex for printing. It also includes using low-VOC paints, FSC certified timber, ethical and eco-friendly cosmetics, and implementing mandatory waste segregation and recycling policy. Furthermore, it recommends training and capacity-building initiatives to develop a workforce and infrastructure sensitised to the ongoing processes associated with the green shift,” said the statement.

    The initiatives emphasised in the sustainability guidelines are a step towards carbon accounting and carbon footprint mapping for all shows, further extending to other formats of operations. These guidelines will help to accelerate the transition to a fully green work model. An essential aspect of implementing green practices is the audit mechanism, which will benefit the organisation by tracking progress. SPNI is committed to making tangible progress toward reducing the ecological footprint by pursuing sustainable activities and partnerships to combat climate change and preserve natural resources, ensuring a healthy and sustainable planet.

    Sony Pictures Networks India’s Managing Director & CEO, N.P. Singh said, “Led by SPNI’s philosophy of taking greener steps, we have parked our investments in a portfolio of green funds focused on developing companies dedicated to environmental causes such as renewable energy, waste and water management, land use and energy-efficient construction, clean transportation, and climate change, among others”.