Category: TV Shows

  • Hamara Vinayak takes faith online as God joins the digital revolution

    Hamara Vinayak takes faith online as God joins the digital revolution

    MUMBAI: Some friendships are made in heaven; others are coded in Mumbai. Hamara Vinayak, the first-ever digital original from Siddharth Kumar Tewary’s Swastik Stories, turns the divine into the delightful, serving up a story that’s equal parts start-up hustle and spiritual hustle.

    Some tech start-ups chase unicorns. This one already has a god on board. Hamara Vinayak takes the leap from temple bells to notification pings and it does so with heart, humour and a healthy dose of the divine.
    At its core, the show asks a simple but audacious question: what if God wasn’t up there, but right beside you, maybe even debugging your life over a cup of chai?

    The show’s tagline, “God isn’t distant… He’s your closest friend” perfectly captures its quirky soul. Across its first two episodes, screened exclusively for media in Mumbai, the series proves that enlightenment can come with a good punchline.

    The series follows a group of ambitious young entrepreneurs running a Mumbai-based tech start-up that lets people around the world book exclusive virtual poojas at India’s most revered shrines. But as their app grows, so do their ethical grey zones. Into this chaos walks Vinayak, played with soulful serenity and sly wit by the charming Namit Das, a young man whose calm smile hides something celestial. 

    Tewar extreme left with the caste

    He’s got the peaceful look of a saint but the wit of someone who could out-think your favourite stand-up comic. Around him spins a crew of dream-driven youngsters – Luv Vispute, Arnav Bhasin, Vaidehi Nair and Saloni Daini who run a Mumbai-based tech start-up offering devotees across the world the chance to book “exclusive” poojas at India’s most sacred shrines. It’s a business plan that blends belief and broadband – and, as the story unfolds, also tests the moral compass of its ambitious founders.

    “The first time I read the script, I found the character very pretty,” Namit joked at the post-screening interaction. “It’s a beautiful thought that God isn’t distant, he’s your closest friend. And playing Vinayak, you feel that calm but also his cleverness. He’s the friend who makes you think.”

    The reactions to the series ranged from smiles to sighs of wonder. Viewers were charmed by the show’s sincerity and sparkle, a quality that stems from its creator’s belief that faith can be funny without being frivolous.

    Among the cast, Luv Vispute shines brightest, his comic timing adding sparkle to the show’s more reflective beats. But what keeps Hamara Vinayak engaging is the easy rhythm of its writing – one moment touching, the next teasing, always gently reminding us that spirituality doesn’t have to be solemn.

    Luv spoke fondly of his long association with Swastik. “Since my first show was with Swastik, this feels like home,” he said. “Every project with them is positive, feel-good, and this one just had such a different vibe. I truly feel blessed.”

    Saloni Daini, who brings infectious warmth to her role, added that she signed up the moment she heard the show was about “Bappa.”

    “We shot during the Ganpati festival,” she recalled. “The energy on set was incredible festive, faithful, and full of laughter. It’s such a relatable story for our generation: chaos, friendship, love, kindness, and faith all mixed together.”

    vinyak

    Vaidehi Nair and Arnav Bhasin complete the ensemble, each representing different shades of ambition and morality in the start-up’s journey. Their camaraderie is easy and believable, a testament to how much the cast connected off-screen as well.

    This clever fusion of mythology and modernity plays to India’s two enduring loves, entertainment and faith. Mythology has long been the comfort zone of Indian storytellers, from the televised epics of the 1980s to the glossy remakes that still command prime-time TRPs. For decades, gods have been our most bankable heroes. But Hamara Vinayak tweaks the formula not by preaching, but by laughing with its characters, and sometimes, at their confusion about where divinity ends and data begins.

    Creator Siddharth Kumar Tewary, long hailed as Indian television’s myth-maker for shows like Mahabharat, Radha Krishn and Porus, explained the show’s intent with characteristic clarity, “This is our first story where we are talking directly to the audience, not through a platform,” he said. “We wanted to connect young people with our culture to say that God isn’t someone you only worship; He’s your friend, walking beside you, even when you take the wrong path. The story may be simple, but the thought is big.”

    That blend of philosophy and playfulness runs through the show. “We had to keep asking ourselves why we’re doing this,” Tewary added. “It’s tricky to make something positive and spiritual for the OTT audience, they’ve changed, they want nuance, not sermons. But when the purpose is clear, everything else aligns.”

    For the creator of some of Indian TV’s most lavish spectacles, Hamara Vinayak marks a refreshing tonal shift. Here, Tewary trades celestial kingdoms for co-working spaces and cosmic battles for office banter. Yet his signature remains: an eye for allegory, a love for faith-infused storytelling, and an understanding that belief is most powerful when it feels personal.

    Hamara Vinayak, after all, feels less like a sermon and more like a conversation over chai about what success means, what faith costs, and why even the gods might be rooting for a start-up’s Series A round.

    As Namit Das reflected during the Q&A, “Life gives us many magical, divine moments we just forget to notice them. Sometimes even through a phone screen, you see something that redirects you. That’s a Vinayak moment.”

    The series also mirrors a larger cultural pivot. As audiences migrate from television to OTT, myth-inspired tales are finding new form and flexibility online. The digital screen lets creators like Tewary reinvent the genre, giving ancient ideas a modern interface, without losing the emotional charge that’s made mythology India’s storytelling backbone for decades.

    In a country where faith trends faster than any hashtag, Hamara Vinayak feels both familiar and refreshingly new, a comedy that’s blessed with heart, humour and just enough philosophy to keep the binge holy.

    For a country where mythology remains the oldest streaming service, Tewary’s move from TV to OTT feels both natural and necessary. Indian storytellers have always turned to gods for drama, guidance and TRPs from Ramayan and Mahabharat on Doordarshan to glossy mytho-dramas on prime time. But digital platforms allow creators to remix reverence with realism, and in Hamara Vinayak, faith gets an interface upgrade.

    The result is a show that feels like a warm chat with destiny, part comedy, part contemplation. And in an age of cynicism, that’s no small miracle.

    As Tewary put it, smiling at his cast, “The message had to be positive. We just wanted to remind people that even in chaos, God hasn’t unfriended you.”

    With 5 episodes planned, Hamara Vinayak promises to keep walking that fine line between laughter and light. It’s mythology with memes, devotion with dialogue, and a digital-age reminder that even the cloud has a silver lining or perhaps, a divine one.

    If the first two episodes are any sign, the show doesn’t just bridge heaven and earth, it gives both a Wi-Fi connection.

  • Zee One shines bright during Mipcom Cannes

    Zee One shines bright during Mipcom Cannes

    CANNES: As the global television industry gathered for Mipcom 2025, Zee made history as the first Indian broadcaster to take over one of the largest LED screens along the legendary Croisette. From sunrise to sunset and long after the massive display of Zee One lit up the promenade, stopping people in their tracks and sparking real excitement.

    With over 10,600 visitors and delegates expected during Mipcom, it was the perfect moment to put Zee One, the company’s French-language Fast channel in the spotlight. The channel, available on Samsung TV Plus, LG Channels, and Rakuten TV, has quickly built a following in France for its vibrant mix of Bollywood films, heartfelt dramas, and colourful family entertainment.

    For many passersbys, it was a surprise and a delight to see an Indian media brand taking over one of Cannes most visible spaces.

    Zee has built its global presence by constantly trying what others haven’t and this Cannes moment is a reflection of that same spirit.

    Standing tall among the biggest names in international entertainment, Zee One’s luminous display on the Croisette was more than just advertising, it was a statement of confidence, creativity, and cultural pride.

    And as the lights shimmer over the French Riviera, one thing is clear: Zee knows how to make the world stop and look up.

  • Korean TV format powerhouse plants flag in India with two ambitious deals

    Korean TV format powerhouse plants flag in India with two ambitious deals

    CANNES: Seoul’s Something Special has cracked India’s booming television market with a one-two punch, licensing two Korean formats to Karman Unlimited that promise to deliver both tears and laughter to subcontinental audiences. The Seoul-based agency announced the deals at Mipcom, the world’s largest television content marketplace held this month in Cannes.

    First up is Unforgettable Duet, a heart-wrenching unscripted series that reunites dementia patients with their pasts through music and memory. Families curate mementos and a cherished song, which are then loaded onto a Memory Bus that triggers long-buried recollections. The finale sees the patient perform an emotional duet with a family member, crowned by a tribute song from a professional artist. It is therapeutic television at its most potent.

    Then there is Hit & Miss Tour, a raucous comedy show featuring five long-time comedian friends competing in six to eight daily mini-challenges across tourist destinations. With over 210 games in the bank and sponsorship from tourism boards across Turkey and Greece, the format has proved a ratings winner on Channel S in South Korea.

    Something Special president and executive producer Jin Woo Hwang sees the deals as validation of the company’s mission to export Korean creative firepower globally. Karman Unlimited founder & chief executive Sunita Uchil —who previously held sway at Zee TV International—is equally bullish, predicting that Unforgettable Duet will strike a chord with Indian families whilst Hit & Miss Tour delivers the laughs the country desperately needs. Two formats, two markets, infinite possibilities.

  • Balaji Telefilms stirs up drama with food and family

    Balaji Telefilms stirs up drama with food and family

    MUMBAI: Get ready to spice up your screen time! Balaji Telefilms is back with its latest Youtube original, Saas Bahu Aur Swaad, premiering October 7, blending family drama with the irresistible aroma of home-cooked nostalgia.

    Set in the vibrant city of Agra, the series follows Indu Rastogi, a devoted homemaker whose cooking keeps the family together, even if her efforts often go unnoticed. Enter Riya, the spirited new bahu with dreams of carving her own identity. What starts as a clash of values soon turns into unexpected companionship when Riya discovers Indu’s hidden culinary talent. Together, they navigate a world where age-old traditions meet modern aspirations, served with laughter, warmth, and plenty of relatable family moments.

    Starring Chahat Pandey and Abhishek Malik in lead roles, the show also features Shaktee Singh, Mahi Sharma, Seema Singh, Kushal Shah, and Shreya Acharya. It promises a perfect festive-season watch that is light-hearted yet emotional, nostalgic yet fresh.

    Balaji Telefilms Digital group chief revenue officer Nitin Burman said, “This series celebrates women, families, and the everyday magic that happens around the dining table. Audiences will join the Rastogi family for a story filled with warmth, humour, and flavour.”

    Chahat Pandey added, “Riya’s journey celebrates every woman who dares to dream big. The mix of humour, heartfelt moments, and food makes the show so relatable, and I can’t wait for viewers to laugh, cry, and cheer along with us.”

    Abhishek Malik, playing Karan, reflected, “Karan represents the modern Indian son and husband, balancing tradition and progress. The show is full of laughter, food, and genuine emotion, and I hope it sparks empathy and a few surprises for viewers.”

    With its unique blend of heartfelt storytelling, humour, and the comfort of home-cooked nostalgia, Saas Bahu Aur Swaad is set to become a must-watch for families everywhere. Episodes stream every Tuesday and Thursday, exclusively on the Balaji Telefilms Youtube Channel.

  • Breakfast’s back on the pitch with Season 9 serve

    Breakfast’s back on the pitch with Season 9 serve

    MUMBAI: The toast of cricket talk shows is back, and it’s serving fresh stories with a side of wit. Oaktree Sports has announced the return of Breakfast with Champions for its much-awaited ninth season, hosted by the ever-charming Gaurav Kapur.

    Presented by Pop UPI and styled by Peter England, the new season premieres this October exclusively on Youtube, promising more laughter, locker-room confessions and heart behind the hustle.

    From Virat Kohli and Hardik Pandya to Dwayne Bravo and Sunil Gavaskar, the show has already dished out some of the sport’s most unguarded conversations. This season, it’s going beyond the boundary, with cricketing stars joined by champions from other arenas, starting with Abhishek Sharma.

    “Every season of Breakfast with Champions has grown in scale and soul,” said Oaktree Sports founder Gaurav Kapur. “What began as casual chats has become a celebration of the human side of sport.”

    Pop UPI founder Bhargav Errangi added, “Just like our Popcoins reward loyalty, Breakfast with Champions rewards its audience with authenticity. It’s all about consistency and excellence, just like champions themselves.”

    Adding polish to the table, Peter England steps in as wardrobe partner with its sleek Gentlemen’s league collection, while brand strategy firm Next Narrative ensures the storytelling remains top-tier.

    With a power-packed guest list, sharp humour and plenty of heart, Breakfast with Champions – Season 9 is all set to remind fans why mornings with Gaurav Kapur are the most entertaining meal in sport.

  • Alia and Varun double the fun on Two Much couch

    Alia and Varun double the fun on Two Much couch

    MUMBAI: Twice the mischief, twice the magic. Hindi cinema’s beloved duo Alia Bhatt and Varun Dhawan aka Varia, are all set to light up Prime Video’s Two Much with Kajol and Twinkle this week, bringing their signature mix of chaos and charm.

    From their first-day jitters in Student of the Year to swapping parenting tips and spilling secrets from over a decade of friendship, the pair slip into easy banter that only Kajol and Twinkle can amplify with their trademark wit.

    The episode is a cocktail of nostalgia, laughter and candid confessions as “Varia” revisit their journey from fresh-faced debutants to two of Hindi cinema’s most bankable stars. Expect playful digs, heartfelt moments and plenty of giggles on the couch.

    After a blockbuster premiere with Salman Khan and Aamir Khan, Two Much with Kajol and Twinkle continues to raise the entertainment stakes. Catch the Alia-Varun episode streaming this Thursday on Prime Video in over 240 countries and territories.

  • Raj Kamble takes the chair as ANDYs’ first Indian Asia head

    Raj Kamble takes the chair as ANDYs’ first Indian Asia head

    MUMBAI: When it comes to big ideas, Raj Kamble now has the best seat in the house. The founder & CCO of Famous Innovations has been named the Asia Chair for the 2026 ANDYs Regionals, a first for India in the award show’s history.

    Joining Kamble on the global roster of Regional Chairs are Yaa Boateng (Africa), Youri Guerassimov (Europe), Josefina Casellas (LATAM), Emma Robbins (Pacific) and Federico Fanti (SWANA), forming a jury line-up that spans every creative corner of the globe.

    Far from a run-of-the-mill awards programme, the ANDYs Regionals flip the script: entry is free, with fees kicking in only if the work is shortlisted for the global show. And the track record is enviable 90 per cent of ANDYs-winning ideas later go on to win at Cannes Lions, D&AD, The One Show, Clios and other heavyweight festivals.

    “I’m thrilled to be chairing the Asia Jury at this year’s ANDY Awards Regionals. The ANDYs have always stood for fearless creativity and bold ideas. With 90 per cent of this jury having served as Jury Presidents at shows like Cannes Lions, D&AD and The One Show, we have the chance to not only recognise but also advocate for groundbreaking work from Asia. Let’s push creative boundaries together and make waves on the global stage,” said Famous Innovations founder & CCO Raj Kamble.

    By design, the ANDYs are more than a gong show, they’re an advocacy platform for creativity, ensuring winning work doesn’t just get applauded regionally but also gains momentum globally. With Kamble at the helm for Asia, expect some bold ideas from the region to earn their rightful place on advertising’s world stage.

  • NSE launches Ideabaaz to fuel India’s startup dreams and entrepreneurial spirit

    NSE launches Ideabaaz to fuel India’s startup dreams and entrepreneurial spirit

    MUMBAI: If stock markets run on bulls and bears, India’s newest marketplace is running on ideas. At the National Stock Exchange (NSE), where fortunes rise and fall by the tick, Ideabaaz, the country’s first integrated startup-investor marketplace and entrepreneurial reality show was officially launched, promising to turn kitchen-table dreams into boardroom deals.

    Ideabaaz pitches itself as more than just another startup show. It combines investor matchmaking, mentorship, professional services, and transparent tracking, all with a strong focus on growing Indian cities. Its mission: to empower a billion dreams and turbocharge India’s economic engine.

    “This is not just about entertainment,” emphasised the team. “It’s about access to capital, to mentors, to opportunities that were once out of reach for small-town innovators.”

    For Della Town founder & CME Jimmy Mistry  the platform resonated with his vision of building “Brand India” on the global stage. “When Subhash showed me the idea of Ideabaaz, he knew how much social impact and brand India meant to me. At Della Township, we’re building the world’s first self-generating townships. My dream is to create India’s first global metal luxury brand something that hasn’t happened in 78 years of our freedom.”

    Mistry called Ideabaaz a movement as irreversible as globalisation in the ’90s, “Every family in India should have one member aspiring to be part of the startup ecosystem. With Ideabaaz, the exponential growth in startups could be 10x. India will never be the same again.”

    Sharrp Ventures managing partner, Rishabh Mariwala praised the grit behind the show itself. “I wouldn’t have imagined something like Ideabaaz happening at NSE. But here we are, it started as an idea, and today it’s a reality. In venture capital, we invest in founders, and what I’ve seen here is grit and determination. From a seed stage, this idea has gone on to an IPO. That’s timeless.”

    He also tipped his hat to the unsung backstage crew: “The titans get the praise, but the team Raj, Mudit, Jeet, Kailash are the heroes. Two years of hard work made this happen.”

    IDFC First Bank head of retail liabilities Ashish Singh spelt out why it was backing the platform financially. “At IDFC First Bank, we believe India’s true strength lies in the aspirations of ordinary men and women with extraordinary dreams. Ideabaaz gives middle-class Indians with ideas the wings to fly. For us, it’s not just about banking, we don’t just provide banking, we provide belief.”

    He laid out how the bank plans to power entrepreneurs “from idea to enterprise”: “Through zero-balance current accounts, digital-first cash management, lending products and an ecosystem of mentors and investors, we want to walk with startups from the earliest stage. Together, we’re not just launching a programme, we’re unlocking the Bharat of our dreams.”

    Adding glamour to grit was Wizcraft co-founder & director Sabbas Joseph who joined as an investor and mentor. His presence underlined the show’s crossover appeal, blending entrepreneurial drama with real-world impact.

    The launch also welcomed IIT Madras Research Foundation CEO Madhav Narayan who brings decades of global tech leadership to the startup fold, and Devostat, global CEO Venkat Raju known for incubating ventures in AI, fintech, healthtech and EVs.

    Rounding out the ecosystem voice was ISBA (Indian STEPs and Business Incubators Association) CEO Prasad Menon who reminded the gathering that: “In India there has never been a deficit of ideas, nor of money. The deficit has been of empathy and compassion. Incubators, like Ideabaaz, exist to bridge that gap. We’re not-for-profit, we’re enablers and when the intent is strong, success is inevitable.”

    From luxury brands to self-generating townships, from Tier 3 innovators to legacy business leaders, the voices at NSE agreed on one thing: Ideabaaz is not just a show, but a movement.

    The platform hopes to democratise entrepreneurship in a way that India has never seen before. As Jimmy Mistry put it, the herd will follow once the first few succeed and Ideabaaz wants to ensure the runway is long enough for everyone to sprint.

    Liberty Shoes executive director Anupam Bansal admitted his initial hesitation, “When Raj (Nayak) first called me about Ideabaaz, I was nervous. We’re real businesspeople, not actors. But when I came to the show, I saw it was about real people and real startups.”

    He added, “Coming from a legacy business, I’ve learnt so much from the youth here, their innovation, their energy. We’ve even started collaborating with engineering institutes thanks to the ideas sparked. Supporting the ‘Made in India’ ecosystem is an honour. Our campaign ‘Mera Joota Hindustani’ aligns perfectly with this spirit.”

    Perhaps the most heartfelt reflection came from V3 Ventures co-founder & managing partner Arjun Vaidya who said: “When I returned to India in 2013, the dream was to leave. Today, the dream is to build here. In 2016, only 500 startups were funded annually. I myself pitched to 75 investors and failed every single time. That’s why platforms like Ideabaaz matter, they give founders validation, not just valuation.

    He recalled a standout moment, “On the show, we saw the largest deal in Indian TV history. But the best moment for me was when a founder’s mother quietly sat in the audience, then broke down in tears as her son won a deal. That’s what entrepreneurship is, it’s about families, sacrifices, and dreams taking flight.”

    The tagline of Ideabaaz “Idea aapka, paisa hamara” summed up the mood. For some, it was about investments. For others, mentorship. For all, it was about creating a democratic platform where every founder, from a village kitchen innovator to a tech disruptor, could showcase their vision.

    As Arjun Vaidya aptly put it, “Entrepreneurship is India’s new cricket, and founders are the new rockstars. Actors and athletes get fame, but every founder is putting in 14-hour days whether they’re doing Rs five lakh, Rs 50 lakh or Rs five crore a month. Ideabaaz finally gives them a stage.”

    The launch at NSE wasn’t just a ceremonial ribbon-cutting, it was a statement. India is no longer content with being a land of job seekers; it is a nation of job creators.

    With Ideabaaz, the bell has been rung. Now, it’s time to see which startups echo loudest across India’s entrepreneurial corridors.

  • Ideabaaz:  NSE takes stock of startups as women-led ideas drive India’s growth

    Ideabaaz: NSE takes stock of startups as women-led ideas drive India’s growth

    MUMBAI: If stock markets run on bulls and bears, India’s newest marketplace is running on bold ideas led by women. At the National Stock Exchange (NSE), where fortunes rise and fall by the tick, Ideabaaz, the country’s first integrated startup-investor marketplace and entrepreneurial reality show, made its debut, promising to turn kitchen-table dreams, especially those of women entrepreneurs into boardroom breakthroughs.  

    The launch, presided over by NSE MD & CEO Ashishkumar Chauhan, brought together an eclectic mix of business leaders, venture capitalists, founders, and dignitaries, signalling that women-led entrepreneurship is now centre stage in India’s economic playbook.

    The emphasis on mentorship is particularly significant. Experienced entrepreneurs, investors, and industry leaders are providing guidance that goes beyond capital helping women navigate regulatory hurdles, refine business models, and scale operations. “Mentorship is the bridge between dreams and execution,” noted one participant. “It’s what transforms ideas into sustainable businesses.”

    Networking opportunities are another cornerstone. Ideabaaz brings together founders, investors, and experts under one roof, enabling women entrepreneurs to learn from peers and industry veterans alike. The connections made here could define the trajectory of India’s next unicorns, and the programme ensures that women are front and centre in these high-value interactions.

    Ideabaaz pitches itself as more than just another startup show. It combines investor matchmaking, mentorship, professional services, and transparent tracking, with a strong focus on women entrepreneurs in growing cities and towns. Its mission: to empower a billion dreams and turbocharge India’s economic engine. “This is not just about entertainment,” emphasised the team. “It’s about access to capital, to mentors, to opportunities that were once out of reach for small-town innovators.”

    Among the most rousing voices was SheThePeople and Gytree founder Shaili Chopra who said: “My introduction often says I’m ‘Women Entrepreneurship’s OG Queen,’ a crown I wear with pride but also with responsibility for the 6.2 million women in our network and 70,000 women entrepreneurs we meet every day. At Ideabaaz, we multiply that number seriously. We are a country of 1.5 billion, half of them women, we deserve half the opportunity and half the voice.”

    She added with characteristic punch: “Indian women entrepreneurs are not the side story, they are the centrepiece. They don’t wait for the stage they take it. From kitchens to boardrooms, women are shaping India’s growth story. And as we build this idea of ‘We the People of India,’ let’s not forget ‘She the People of India.’”

    For The Sleep Company co-founder Priyanka Salot, the moment was emotional: “As a founder, I’ve always got goosebumps watching someone ring that NSE bell. Today, being part of Ideabaaz makes it real. I started in a small town with a very big dream, and in six years of building The Sleep Co, I’ve learnt that India is the best place in the world to be an entrepreneur.”

    She stressed the macro context saying: “We’re on track to a 5 trillion dollars economy, and the backbone of that will be startups. Ideabaaz matters because it’s not just a show, it’s a movement. It gives wings to ambitions, showcases the strength of Indian innovation, and provides not just money, but mentorship and learning. Dream big, execute bigger.”

    Financial empowerment goes hand-in-hand with recognition. By giving women founders a chance to pitch directly to investors, Ideabaaz is fostering an ecosystem where funding decisions are merit-based and inclusive. For many participants, this is the first time their businesses are being assessed purely on potential, innovation, and execution, rather than traditional biases.  

    Rukam Capital founder & managing partner Archana Jahagirdar brought the VC lens: “Next year marks 10 years since the startup boom, and look how far we’ve come. Today, nearly 2 lakh startups are registered with DPIIT. At Ideabaaz, I’ve seen founders from every corner of India, every language, every kind of business. We’ve backed them with money, but more importantly with our time and belief. Capital is critical, but mentorship is priceless.”

    If the stock exchange has long been the temple of capital, then on this night, it became the stage for women-led ideas. The bell has been rung. Now it’s time for female founders across India to take their shot, proving that the next wave of entrepreneurial success will be driven by women with ambition, vision, and the right platform to shine.

  • Flipkart turns Bigg Boss house into a fashion battleground

    Flipkart turns Bigg Boss house into a fashion battleground

    MUMBAI: They said no one dresses well inside their house. The Bigg Boss housemates begged to differ—and proved it by ransacking a Flipkart fashion rack in record time.

    What unfolded inside India’s most-watched reality television house was part retail experiment, part feeding frenzy. When Flipkart installed its Fashion Studio inside the Bigg Boss residence and Salman Khan announced the Flipkart Fashion Icon contest, contestants descended upon the carefully curated collection with the urgency of shoppers at a clearance sale. Within minutes, the rack stood empty, its trendy offerings claimed, worn and paraded before millions of viewers.

    The audacious collaboration, timed to coincide with Flipkart’s Big Billion Days sale bonanza, represented a watershed moment in Indian entertainment commerce. It wasn’t merely product placement or brand integration—it was retail theatre performed live, where the country’s biggest e-commerce player turned a television set into a functioning fashion outlet and contestants into unwitting style influencers.

    The machinery behind this spectacle involved three distinct organisations working in concert. Flipkart deployed a team led by Pratik Shetty and Akash Jain, alongside Nikita Prakash, Pooja Sha, Sneha Narang, Vijay Sharma, Rahul Valecha and Akshay Doshi. Creative agency Essence, steered by Sunny Rangwani and Tejashree R., handled the conceptual heavy lifting. JioStar’s production apparatus, including senior supervising producer Tanya Chopra—who served as creative lead for the Bigg Boss contingent—along with Sameer Tripathy, Nandita Ramesh and Patrick Ignatious, wove the commercial proposition into the show’s narrative fabric.

    The result was seamless, if slightly chaotic. As housemates draped themselves in Flipkart’s latest offerings, the boundary between entertainment and shopping dissolved entirely. Viewers watched contestants model, mix, match and compete in outfits that could be purchased with a few taps on their phones—a real-time fashion show with immediate purchase potential.

    For Flipkart, the payoff extended far beyond traditional advertising metrics. This wasn’t a celebrity endorsement or a sponsored segment; it was organic consumption captured on camera, complete with genuine reactions, styling choices and the implicit endorsement that comes from watching someone actually want to wear something badly enough to compete for it.

    The speed with which the Fashion Studio sold out suggested that Bigg Boss contestants, despite living under constant surveillance in a sealed environment, harbour the same fashion anxieties and aspirations as viewers watching from home. Perhaps everyone, regardless of circumstance, wants to dress well inside their house after all—especially when cameras are rolling and millions are watching.