Tag: Ayushmann Khurrana

  • Ayushmann Khurrana and Radhika Apte join Daniel Wellington’s global campaign #DWMoments

    Ayushmann Khurrana and Radhika Apte join Daniel Wellington’s global campaign #DWMoments

    MUMBAI: Daniel Wellington, the globally renowned watch and accessories brand, known for its detail-oriented and sleek design, recently launched a new brand campaign called #DWMoments. The Moments campaign is based on in-depth interviews with influential people from across the globe, letting them share the most significant moments of their life.

    Celebrated actors Ayushmann Khurrana and Radhika Apte now join the campaign letting their fans know the people behind the silver screen and hear the iconic moments that shaped them as human beings.

    Ayushmann Khurrana tells the story about how he found his true voice, “What I love about this campaign is that it´s about sharing. We artists have the same thoughts and dreams as anyone else. ‘My Moment' is about something very close to my heart. It is about how the power of words has helped me throughout my life, giving me an outlet for my thoughts and emotions."

    Radhika Apte talks about how a life-changing experience helped her see the world differently. “I think this is an important campaign, only by sharing our experiences we can learn as people, and I feel myself after watching other moments that I get inspired by other people’s stories. My Moment is about facing your fears head-on. But you have go to see for yourself!"

    With the Moments campaign, Daniel Wellington hopes to inspire people across India to share meaningful
moments from their own life under #DWMoments

  • Ayushmann Khurrana & Naezy come together with Axe to launch ‘Ab Teri Baari’

    Ayushmann Khurrana & Naezy come together with Axe to launch ‘Ab Teri Baari’

    MUMBAI: What does it mean to ‘Be a man?’ Bollywood star Ayushmann Khurrana, who has defied stereotypes to become the face of content cinema in India, & Naezy – India’s No 1 rap/hip-hop artist have teamed up with World’s Number 1 Deodorant Axe, India’s leading digital platform Arré and Mindshare, the largest media agency from GroupM to find answers to this question. The music video features the stories of Indian football captain Sunil Chhetri, Dance Superstar Dharmesh Yelande, YouTube Sensation ‘BeYouNick’ and the Made in Heaven actor Shashank Arora.

    The collaboration song called ‘Ab Teri Baari’ is a strong call to action for Indian guys to stop worrying about the rules of society and the dreaded ‘Log kya kahenge’ and focus on finding what makes them unique instead. Built around Axe’s brand purpose of inspiring guys to express their individuality and becoming their most attractive selves, the song mirrors the brand’s communication platform of ‘Make Your Own Rules’

    A Music Video with A Power Packed Roster of Influencers

    Ayushmann Khurrana & Naezy who are performing together for the first time have co-created an incredibly catchy song composed by Clinton Cerejo that brings alive the personal stories of Sunil Chhetri, Dharmesh Yelande, ‘BeYouNick’ and Shashank Arora.

    Defying the ‘Stereotypes’

    Sunil Chettri exemplifies that ‘It’s Ok for A Guy to Share His Emotions’. We all remember the iconic moment where his heartfelt request to fans to come and support the Indian Football team’s matches lead to an outpouring of love and support across the country.

    Youtuber ‘BeYouNick’ stands testament to the fact that in today’s changing world guys can explore their passions, make a career out of it and be successful because they are doing what they love.

    Dharmesh Yelande, a man who has redefined dance with his signature dance moves inspires guys to not worry statements like ‘Dance Like A Man’ because there is no such way of dance and encapsulates it perfectly with his dance moves and his line ‘Karun Bharatanatyam ya Karun mai Zumba’

    Actor Shashank Arora laughs off the ‘Men Must be Macho’ mantra and charms his way through with his statement “6 pack nahi lekin heart mera tiger,’ an attitude that has helped him in his journey to becoming the man that he is today.

    New Age of Branded Collaboration

    A truly collaborative effort between Hindustan Unilever’s iconic deodorant brand Axe and leading new age digital platform Arré; Ab Teri Baari is a great example of the intersection between a brand’s ideology and a platform’s creativity in creating impactful branded content. The song will be out across Arre’s social media platforms and partner network.

    Talking about the concept, Nippun Aneja, General Manager Deodorants & Men’s Grooming at Hindustan Unilever Limited explained, “Many boys in India still feel an overwhelming pressure to conform to masculine stereotypes. There are many said & unsaid rules on how to ‘Be a Man’ – The way you look, the way you act & interact with your peers; even your career choices & hobbies are being judged through the lens of being ‘masculine enough.’

    We want young guys to feel free from the pressures of these ‘rules’, discover what makes them unique and work on it. Axe believes that expressing your individuality is what makes a guy attractive, so go ahead ‘Make Your Own Rules’ and be the best version of yourself.”

    Ayushmann Khurrana added, “If you look at my career choices, I have always fought labelling. I have tried, in my own way, to create a path for myself and not walk on the path that I was told to walk on. Yes, it was tougher to create my own identity but today, looking back at my journey, it was necessary and definitely worth it. As soon as I heard the concept of Ab Teri Baari, I immediately wanted to collaborate because it appealed to me strongly. The song reflects how I have lived my life and my own career choices that challenged conformism. The song demolishes stereotypes and calls out for inclusivity that this society so desperately needs.”

    Naezy commented on the song “This anthem is something that would resonate with every individual. We have all been stereotyped at one point in time. So, this anthem is dedicated to everyone who is trying to make their life on their own terms.”

    Jaideep Singh, Director Arrè commented, “As a platform and a voice that has led gender-based conversations for the youth over the last few years, Arre is stoked to have conceptualized this initiative with Axe. This campaign is a perfect showcase of content and brand seamlessly engaging with the youth in a conversation that is important to them. Arre has developed this unique campaign with spectacular coming together of talent and impeccable creative execution with top of the line production values and a brilliant delivery plan across multiple platforms.”

    Commenting on this, Ajay Mehta, Vice President, Content+, Mindshare said, “Axe has always been an iconic youth brand with communication deep rooted in Pop culture. The idea was to use Music & more importantly Hip Hop as a genre which has been recently quite popular among the younger audiences. While Ayushmann & Naezy have given their voice, the music video features some of the top influencers who not only resonate with the brand but are real-life examples. Each of them have a unique story to tell which brings alive the brand’s narrative in a compelling manner. It’s a light-hearted piece of content which is fun, catchy yet inspiring.”

  • Coca-Cola urges to make Diwali special for someone

    Coca-Cola urges to make Diwali special for someone

    MUMBAI: With the theme ‘Iss Diwali, Har Dil Bola Tere Naam Ki Coca-Cola’, the new Diwali campaign of Coca-Cola India inspires consumers to make this Diwali special for someone.

    The campaign has a joyful message, that the happiness we derive from moments of genuine human connection will always continue to transcend any differences we may perceive.

    Coca-Cola has launched a new TV commercial which has been created on the core message of connecting cultures, featuring actors Ayushmann Khurrana and Anupriya Goenka.

    The TVC opens in a porch area of a South Indian house where a North Indian boy is seen leaving the house while talking to his mother on phone. The boy is seen reminiscing about the times he celebrated Diwali back home. His neighbour, a South Indian lady happens to overhear the conversation and starts thinking about it. Upon his return in the evening, the boy witnesses the porch beautifully decorated with diyas and rangoli with ‘Shubh Deepawali’ adorning the entrance of neighbour’s home. 

    The boy is elated when he sees the neighbour’s family standing at the door, as he realises that the family made all these efforts to make his festival special. Overwhelmed with joy, the boy asks the family if he could do anything to thank them, to which the lady suggests he can share his Coca-Cola with them. The boy smiles and pours Coca-Cola for everyone and starts enjoying the festival.

    Coca-Cola India VP of sparkling category Shrenik Dasani says, “Diwali is a special time of the year which we seek to celebrate at home, with those we love and consider our own people. Sometimes though, we find ourselves away from home and while we celebrate, we are always thinking about that feeling of being among our own people – our family, friends and those who share our cultural background. With this in mind, Coca-Cola’s Diwali campaign brings to audiences a message of sharing and celebrating moments of joyful human connection. It gives a festive call to take that small step and make someone’s Diwali more special.”

    McCann Worldgroup CEO and CCO India, chairman Asia Pacific Prasoon Joshi adds, “India is a beautifully diverse country and specially when it comes to festivals, we have a lot to celebrate and share. This campaign is trying to suggest that let’s know each other’s festivals better and

    celebrate them together for a more united and connected world.”

    The multi-faceted campaign includes a number of consumer touch points, including multi-city social media marketing activations like #ShareAWish, where consumers can share their customised Diwali wishes on Coca-Cola India’s social media channels and journey in their own languages through greetings, GIFs and voice messages. These messages will also be displayed through outdoor marketing along with the name of the well-wishers.

    Coca-Cola has also extended the range of festival special gift packs to offer excellent gifting option for consumers that will be available in attractive new design with gold motifs.

  • CLab, Dentsu Impact team up for V-Mart’s latest campaign

    CLab, Dentsu Impact team up for V-Mart’s latest campaign

    MUMBAI: V-Mart Retail has partnered with Dentsu Impact and CLab, to launch its new campaign introducing the Bollywood pair of Ayushmann Khurrana and Bhumi Pednekar as brand ambassadors.

    V-Mart Retail commenced operations in 2003 and has grown to become one of the most preferred destinations for all fashion and lifestyle needs for consumers residing in tier-2 and tier-3 cities. With a presence across 14 states with 176 stores across 148 cities, V-Mart caters to approximately four crore customers every year. According to a data compiled by Bloomberg, V-Mart, which has recently been conferred as the ‘world’s best performing department stores chain this year’, is one of the leading value-retailers of the country and caters to the aspirational middle class residing in tier-2,3 and 4 cities across India.

    V-Mart Retail senior vice president of marketing and operations Snehal Shah says, “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements and dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann and Bhumi a great fit to represent us as our brand ambassadors. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”

    The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. CLab vice president Deepak Kumar mentions, “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition and response, relevancy and lastly demographic integration and acceptance.”

    CLab has been set up under the mentorship of Haresh Nayak who is the managing director at Posterscope India. He says, “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands.”

  • Previous releases continue to rule box office as new releases fail

    Previous releases continue to rule box office as new releases fail

    This has been another week of disappointments. Two new releases in Ajay Devgn starrer Baadshaho and Ayushmann Khurrana’s Shubh mangal Saavdhan, have failed to meet the expectations. Though the films opened with poor response, both got the advantage of Saturday being a Bakra Eid holiday.

    Coming as it came from director Milan Luthria and his regular writer Rajat Arora, one familiar with the trade expected a lot from the film Baadshaho. The film can easily be rated as the worst from the duo. This despite the fact that Milan has directed eight films before this and was a co-producer here. But, alas!

    Shubh Mangal Saavdhan promised little and did just that. Aayushman Khurrana and Bhumi Pednekar have not been able to emerge from their initial success. Still passing off the same expressions as acting does not work for either.

    The film could have thrived from the mere contradictions 0f a man used to having fun with other women suddenly discovering at the age of 26 when he meets a girl he loves, that he suffers from an erectile dysfunction!

    Hence, save for the Eid holiday and the baasi Eid falling on Sunday which may help augment the collections, theMonday test will be tough for both the films to live up to.

    *Baadshaho, which opened with a little over Rs 100 million, added a bit on Saturday cashing in on the Eid crowd. The weekend was fair with the post Eid crowd to help as the film collect Rs 354 million for the weekend. The film will find it tough to hold through rest of the week.

    *Shubh Mangal Saavdhan had a poor opening. It gained a little on Saturday and Sunday being Eid weekend, it ended up collecting Rs 133.5 million for its opening weekend.

    *A Gentleman fails badly as the film managed to collect just Rs 155 million in its first week.

    *Babumoshai Bandookbaaz fared poorly and collected Rs 68 million in its first week.

    *Sniff managed to collect about Rs 10 million in its first week.

    *Barreilly KI Barfi holds reasonably well in its second week to collect Rs 73 million taking its two week total to Rs 288 million.

    *Toilet Ek Prem Katha held very well in its third week by collecting Rs 65 million to take its three week tally to Rs 1.267 billion.

    *Mubarakan has added about Rs two million in its fifth week to take its five-week total to Rs 566 million.

  • Bareilly Ki Barfi — Insipid

    Bareilly Ki Barfi — Insipid

    Small town Uttar Pradesh love stories are the in thing, quite a few having worked at the box office to varied degrees of success. Last week’s release Toilet- Ek Prem Katha, was one such film. The advantage with basing a film in this region is that the subject can take all the liberties it wants, the making is economical and, the major attraction is the subsidy doled out to films shot in the state of UP.

    Bareilly Ki Barfi is inspired from a French movie, translated in English as The Ingredients Of Love. It raises some expectations as it comes from the pen of Nitesh Tiwary, who wrote and directed the much acclaimed film Chillar Party; and the blockbuster, Dangal. The director Ashwiny Iyer Tiwary, herself has the film, Nil Battey Sannata to her credit.

    Despite these names on the roster, Bareilly Ki Barfi is a typical love story, rather a love triangle, created by the protagonist Ayushmann Khurrana, with evil designs to win the love of a girl, Kriti Sanon, whom he could have won over easily anyway.

    Kriti is a tomboy kind of girl in the laidback town of Bareilly, the only daughter of Pankaj Tripathi and Seema Pahwa. Pankaj, a sweet shop owner, has always treated her as the son he wished for. He borrows a cigarette from her when he needs one, lets her be on her own, and has full faith in her decisions.

    Kriti is romantic, loves break dance and English movies. She just seems to have been born in a wrong place. However, that does not deter her from living life by her own rules. But her lifestyle carries a price tag. She is rejected by all suitors when it comes to marriage proposals.

    Fed up of rejections by her suitors and taunts of her mother, Kriti decides to run away from home when, at the railway station, looking for a cheap read, she picks up a book titled Bareilly Ki Barfi. To her surprise, the girl described as barfi is her alter ego, with the same traits and characteristics. Thinking that the girl in the book is her, Kriti gives up eloping and returns home to look for the book’s author.

    The book, as it turns out, is the offshoot of Ayushmann’s failed love. He loved a girl who had all the fun with him but when it came marrying, she went along with her parents’ choice. Devastated, he writes the book but, fearing the backlash of his family, picks on a weakling, Rajkumar Rao, to credit as the author.

    Kriti wants to now meet Rajkumar who has so aptly scripted her life in a book. Ayushmann, who has fallen for Kriti but cannot confess to being the author of the book, agrees to be her conduit delivering Kriti’s letters to Rajkumar and his replies to her.

    Ultimately, Ayushmann decides to call Rajkumar back, plans to discredit him in the eyes of Kriti so that she is out of his spell.

    Whatever interest the film generates is in the second half after the entry of Rajkumar on the scene. The love triangle so developed turns into a battle of wits between Ayushmann and Rajkumar. But, Kriti is the one who rolls the dice.

    Looking at the film, save for the background of Bareilly, it has nothing small town about it. All the characters are well versed with the life as it is lived in metros. They dress, think and act like any other city dweller. The screenplay is okay. The direction remains in the parameters set by the writing. Production values are average while technically, the film is just about passable. Musically, the film has one popular number in Sweety tera drama….. The film has no high moments as it maintains its set mediocre narration throughout.

    The film scores on casting; Pankaj Tripathi, Rajkumar Rao excel while Seema Pahwa makes her presence felt. Ayushmann Khurrana is good.

    Bareilly Ki Barfi is a contrived romcom that fails to tickle.

    Producers: Vineet Jain, Renu Ravi Chopra.

    Director: Ashwiny Iyer Tiwari.

    Cast: Rajkumar Rao, Ayushmann Khurrana, Kriti Sanon, Pankaj Tripathi, Seema Pahwa

  • Oppo & Times ask — What’s your Fresh Factor?

    MUMBAI: The Times of India in collaboration with Oppo brings the 10th edition of the most coveted personality and talent hunt across colleges in India, Oppo Times Fresh Face 2017. The property has been a calendar event among collegians since its inception as it brings together students, from different cities, showcasing their unique talents. Celebrating a decade of this property in 2017 and taking the competition a step further this year, a new concept has been introduced – the Fresh Factor. This time around, to win applause, the candidates will not only have to make heads turn with their charming spunky personalities, but also will have to present their talent innovatively. Adding an element of excitement, candidates will be awarded extra points on virality of their performances and their influence on social media. Almost 200 audition events will be hosted across colleges; and the on-ground audition phase will witness the Oppo Times Fresh Face 2017 team chanting their new slogan – What’s your Fresh Factor?

    The hunt for this edition’s fresh face is being held in phases across 11 cities, with the competition commencing in the city of Nagpur. Candidates can also apply for auditions online on the Times Fresh Face 2017 website. Oppo Times Fresh Face will host several rounds of auditions across colleges and other venues in Mumbai, Delhi, Pune, Chandigarh, Nagpur, Chennai, Kolkata, Hyderabad, Bangalore, Ahmedabad and Indore. The shortlisted candidates will then perform at the City Finales; and City winners will compete nationally at the Grand Finale, which will be hosted in Mumbai. The two winners will be awarded an Oppo Selfie Expert F1s and an international trip.

    Speaking about the contest, Sanjeev Bhargava, Director, Brand TOI said, “The Times of India has always taken the lead in initiatives that help in empowering the nation, specially the youth. Oppo Times Fresh Face is one such important initiative and we are excited to celebrate a decade of success of this property with our 10th edition planned across 11 cities in India. We have the largest college audition footprint across the country; our team travels far and wide to scout for the freshest talent to bring them together at the national platform. This year we are scaling up the competition and enabling it digitally by introducing new rounds. Oppo Times Fresh Face contest has now become a platform to showcase talents in colleges; along with a means for young collegians, within each city, to interact with one another. We hope that this year as well, we can create a fun and interactive platform for students to express themselves.”

    Commenting on the association, Will Yang, Brand Director, Oppo India, said that “We are thrilled to associate with Times Fresh Face once again. This is our second year in the association and have received massive response from the audience. Oppo has always struck a chord with its young consumers and is reaching out to them through the right mediums. Times Fresh Face is one such platform which give the opportunity to the youth to showcase their talent to the world”. He further added, “Oppo is reaching out to different genres which interests the youth and Fashion is one of them. Through this platform we want our audience to explore the segment and showcase their ability with Oppo F3 and take their selfie experience a notch higher by clicking gorgeous & stylish selfies & group selfies and create beautiful memories. This platform is apt for reaching out to our right set of audience.’’

    Expressing his views actor and singing fame Ayushmann Khurrana said, “I am extremely honored to flag off this initiative that aims to showcase the young talent and bring out the best in them. Times Fresh Face is providing a perfect platform to the collegians to think different and present their talent with a fresh twist. I would also take this opportunity to urge the millennials to come forward and be a part of this fun and engaging contest and express themselves. If you think you have the Fresh Factor, this is the platform for you.”

    Oppo Times Fresh Face has become an expansive talent-pool where each year students have showcased some exceptional skills while following the theme of that edition. This year, the property hopes to scale up the participation and find a fresh take to talent.

  • ‘Style Inc. with Aalim’ generates sensation on social media

    ‘Style Inc. with Aalim’ generates sensation on social media

    MUMBAI: TLC’s latest edition to its content library, ‘Style Inc. with Aalim Hakim’, which is slated to go on air on 20 October at 10 pm has already created a sensation in Bollywood and social media platforms. It claims to have generated an astounding 200 million impressions from the time the new season was announced. The series campaign has trended 5 times in the last two weeks on Twitter.

    Based on the response, it has launched a campaign with a layered approach by Bollywood stars like Hrithik Roshan, Shahid Kapoor, Abhishek Bachchan, Bipasha Basu, Suniel Shetty, Riteish Deshmukh and Sachin Tendulkar talking about the upcoming series. They have also taken their views to the social media platform Twitter. 

    “The marketing strategy was to deliver an unmatched digital impact and social buzz, matching the finest in Indian entertainment. To be trending for all five campaigns within the same week demonstrates the content affinity and the creative ingenuity of the team. We are super excited with the deep affection been shown by our discerning millennial fans,” said Discovery Networks Asia-Pacific (South Asia) vice president female and family entertainment products Rajiv Bakshi.

    Creating a social blitz, the quirky campaigns so far include:

    #DontTalkCute with Ranveer Singh

    https://www.facebook.com/TLCIndiaOfficial/videos/1082271151886621/

    #MakeItJhakaas with Arjun Kapoor

    https://www.facebook.com/TLCIndiaOfficial/videos/1087216114725458/

    #VarunDhawanMakesMe with Varun Dhawan

    https://www.facebook.com/TLCIndiaOfficial/videos/1083956081718128/

    #ShowYourPunnyBone with Ayushmann Khurrana

    https://www.facebook.com/TLCIndiaOfficial/videos/1092411497539253/

    #MereVarunArjunAayenge with Varun Dhawan & Arjun Kapoor

    https://www.facebook.com/TLCIndiaOfficial/videos/1090553541058382/

    Hakim added, “Viewers have seen some candid moments from their favourite stars’ lives on social media so far. There is a lot more to look forward to on the show.” The series stars Aditya Roy Kapur, Arjun Kapoor, Ayushmann Khurrana, Ranveer Singh, Siddharth Malhotra, Varun Dhawan, Tiger Shroff and Sanjay Dutt, who will share style secrets along with the ubiquitous Bollywood stylist Aalim Hakim.

    Also read:  TLC gung-ho about Aalim’s Bollywood hair style show; more Indian originals coming up

  • ‘Style Inc. with Aalim’ generates sensation on social media

    ‘Style Inc. with Aalim’ generates sensation on social media

    MUMBAI: TLC’s latest edition to its content library, ‘Style Inc. with Aalim Hakim’, which is slated to go on air on 20 October at 10 pm has already created a sensation in Bollywood and social media platforms. It claims to have generated an astounding 200 million impressions from the time the new season was announced. The series campaign has trended 5 times in the last two weeks on Twitter.

    Based on the response, it has launched a campaign with a layered approach by Bollywood stars like Hrithik Roshan, Shahid Kapoor, Abhishek Bachchan, Bipasha Basu, Suniel Shetty, Riteish Deshmukh and Sachin Tendulkar talking about the upcoming series. They have also taken their views to the social media platform Twitter. 

    “The marketing strategy was to deliver an unmatched digital impact and social buzz, matching the finest in Indian entertainment. To be trending for all five campaigns within the same week demonstrates the content affinity and the creative ingenuity of the team. We are super excited with the deep affection been shown by our discerning millennial fans,” said Discovery Networks Asia-Pacific (South Asia) vice president female and family entertainment products Rajiv Bakshi.

    Creating a social blitz, the quirky campaigns so far include:

    #DontTalkCute with Ranveer Singh

    https://www.facebook.com/TLCIndiaOfficial/videos/1082271151886621/

    #MakeItJhakaas with Arjun Kapoor

    https://www.facebook.com/TLCIndiaOfficial/videos/1087216114725458/

    #VarunDhawanMakesMe with Varun Dhawan

    https://www.facebook.com/TLCIndiaOfficial/videos/1083956081718128/

    #ShowYourPunnyBone with Ayushmann Khurrana

    https://www.facebook.com/TLCIndiaOfficial/videos/1092411497539253/

    #MereVarunArjunAayenge with Varun Dhawan & Arjun Kapoor

    https://www.facebook.com/TLCIndiaOfficial/videos/1090553541058382/

    Hakim added, “Viewers have seen some candid moments from their favourite stars’ lives on social media so far. There is a lot more to look forward to on the show.” The series stars Aditya Roy Kapur, Arjun Kapoor, Ayushmann Khurrana, Ranveer Singh, Siddharth Malhotra, Varun Dhawan, Tiger Shroff and Sanjay Dutt, who will share style secrets along with the ubiquitous Bollywood stylist Aalim Hakim.

    Also read:  TLC gung-ho about Aalim’s Bollywood hair style show; more Indian originals coming up

  • TLC gung-ho about Aalim’s Bollywood hair style show; more Indian originals coming up

    TLC gung-ho about Aalim’s Bollywood hair style show; more Indian originals coming up

    MUMBAI: Discovery Communications’ lifestyle channel – TLC, armed with consumer feedback and international research, is back with the second season of “Style Inc. with Aalim Hakim.” With a reach of over 70-80 million households in India, the lifestyle channel is attempting to give viewers another peek at what is the latest in terms of hair styling in India.

    The series will provide a gateway to the life of Bollywood’s new male brigade from 20 October every Thursday-Friday at 10 pm. The repeat telecast will be on Saturday-Sunday at 6 pm on TLC and TLC HD World.

    The second season of the series has heart throbs Ranveer Singh, Arjun Kapoor, Varun Dhawan, Siddharth Malhotra, Aditya Roy Kapur, Ayushmann Khurrana, Tiger Shroff and Sanjay Dutt opening themselves up to Aalim. Viewers can watch Aalim transform their favourite stars for movies, photo shoots and ad films, as well showcase the unique relationship they share with Bollywood’s go-to stylist.

    The six-episode show has roped in FitBit and Usha International as advertisers on board so far, and talks are on with a few more brands.

    “TLC is a unique, standalone channel. It can’t be compared with any other channel. We have always tried to capture the trend of the country. Once, travel was a trend and then grooming was, and makeover used to be; now styling is in vogue. We believe that the audience is looking for content on beauty and style right now. We want to invest in this genre which is unique,” said Discovery Networks Asia-Pacific vice president, female and family entertainment products, south Asia Rajiv Bakshi.

    He further stated that, “We are overwhelmed with the tremendous response the series has received on social platforms. Style is the new buzzword, and no one does it better than the new generation of Bollywood actors. The kind of Bollywood stars who would be appearing on the show can offer tips about maintaining one’s hair. It is a layered show, and not a straightforward one.”

    Depending on the success of this season, the team will explore further possibilities. “We want to build a franchise,” added Bakshi.

    Hakim added, “It is so exciting to witness this shift in India towards styling and grooming. I am super-charged to be doing the second season of “Style Inc. with TLC.” Fans will get to see Bollywood’s youngest and most stylish stars and get to know their style mantras.”

    Targeted at the young millennials in the 15-35 age-group across India – who have a deep interest in styling but don’t know where to get it done from – the show will tell them the difference between a good and a bad haircut. “We are certainly targeting urban India. From the south, Bangalore is a very important market for us, and Hyderabad too has a good viewership. There is enough appetite in the north and the south,” voiced Bakshi.

    The channel is launching eight to 10 shows in the next three months based on the genres of dating, relationship, food, travel, and a couple of series coming in from India.

    Bakshi stressed that TLC is not limiting itself to a particular show genre. “We have always tried to do something more than what the audience demands. The approach of what they would want to watch which could be unknown to them is what we want to capture.”

    With a countable number of channels in this space, Bakshi opined that there was enough place for new players.

    “It is an attractive and feasible genre, and the market is dynamic. Certainly, as a market, it can obviously take more channels. The passion towards a certain kind of TV will overtake passion towards traditional TV. And, we believe, lifestyle is one of the areas of interest,” Bakshi concluded.