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Tag: Badshah

  • MTV launches ‘Hustle 2.0’ to bring rap battles to television

    MTV launches ‘Hustle 2.0’ to bring rap battles to television

    Mumbai: MTV India has brought back rap battleground Realme with MTV Hustle 2.0 following the phenomenal success of season one.

    The latest season of India’s first-ever rap reality television show, co-powered by Wild Stone, will feature 10 action-packed weeks and pit 16 of the nation’s most distinctive rap voices against one another.

    The Indian rapper Badshah will be the judge of the show, and other Indian rappers like EPR, King, Dino James, and Dee MC will be the Squad Bosses.

    Beginning on 3 September, MTV Hustle 2.0 will air on MTV India and Voot every Saturday and Sunday at 7 p.m.

    MTV youth, music, and English entertainment head Anshul Ailawadi said, “MTV Hustle 2.0 is an ode to India’s rap scene – it puts the spotlight on undiscovered talent and celebrates an art form that is amongst the youth’s foremost passion points. This season goes deeper into the country to offer tomorrow’s hip-hop icons their biggest canvas, today.”

    He further added, “The first season was in 2019 (three years back), and the first season was phenomenally successful. So we set this huge benchmark and don’t make mistakes. It’s a new format and a very high-scale show. If you see the rap scene in India, it is extremely diverse right from different parts. So it’s our responsibility and I hope that people will give justice.”

    With their signature styles, flair, and experience, they will equip their protégés and coach them through the mentoring journey to become industry-ready professionals.

    The show format also elevates the magnitude of the competition, wherein Badshah and the four Squad Bosses will groom and judge the contestants based on their talent, performance, metre, technique, musicality, and storytelling.

    Viewers will also get a chance to be a part of the journey by rooting for their favourite performer through public voting on the Voot app and by watching out for the ‘Squad of the Week’ and the ‘Performer of the Week’ as the show progresses.

    “MTV has always been able to shine the spotlight on trends that can become mainstream, and Hustle 2.0 does exactly that. This will inspire the next generation, so that’s the idea. It’s the scale to make it available for everyone,”  added Anshul.

    Fremantle India managing director Aradhana Bhola believes that this show is priceless. She said, “Bringing under the radar talent into the limelight is something we are passionate about at Fremantle. And when the stage is an iconic youth platform, unfolding the magic of rap music and inspiring life stories with the uber talented Badshah in the house, the excitement of MTV Hustle 2.0 becomes palpable.”

    She further added, “Every show has its beauty, and we do something that has absolute beauty because you’re very good for us. It’s so amazing to find talent. It’s part of a movement. It’s part of your personal story. It’s part of your work. It’s part of what’s happening around you. There’s so much soul in it that goes.”

    MTV content originals head Suchita Shah said, “It’s bigger and fiercer this season! Realme MTV Hustle 2.0 is all about discovering untapped rap talent and bringing their unique stories to viewers and music lovers across the nation. That fire and passion which drives rap music in all its glorious diversity is what makes the concept tick. The latest season elevates the rap battleground like never before, with the new format, judge, and squad bosses!”

    Anshul added, “This year you will see the MTV universe expand much more. You will see our digital content. We are coming up with very interesting shows.”

    “You’ll see a lot of work that we’re doing to promote music talent at the grassroots. We’re reaching a lot of raw talent, access to whatever it takes to make up the right content and hopefully, we’re getting that very often going forward,” he concluded.

  • “Future of Ultimate Kho Kho looks very promising”: Sony Pictures Networks India’s Rajesh Kaul

    “Future of Ultimate Kho Kho looks very promising”: Sony Pictures Networks India’s Rajesh Kaul

    Mumbai: Sony Pictures Networks India (SPNI) commenced airing the inaugural edition of Ultimate Kho Kho on 14 August. The final takes place on 4 September. The broadcaster has a five-year deal for the event. SPNI chief revenue officer, distribution and head of sports business Rajesh Kaul is optimistic about the future of the league.

    Speaking with Indiantelevision.com, he said, “All leagues in their nascent years have taken time to grow, and this would also stand true for the Ultimate Kho Kho. That being said, the feedback for the league so far in its first couple of weeks has been great and its future looks very promising.”

    He further added that Kho Kho is one of those sports that has pan-India appeal driven by the fact that it is indigenous to the country. “In our research, a lot of young audiences were playing the game, and the older audiences remembered the game with a lot of nostalgia and fondness. It’s a sport that is widely played in schools by both boys and girls. The fact that the sport doesn’t require any expensive equipment adds to its appeal across all economic sections in society.”

    The broadcaster is leaving no stone unturned to ensure that the league gains traction with viewers. There are five language feeds. He noted that Kho Kho is one of the few sports in the country that attracts high interest in both the Hindi-speaking markets as well as the South. “For the first season, we have gone all out with five language feeds – English, Hindi, Tamil, Telugu, and Marathi. We also have six teams from across the country that are already garnering a following across the country: Mumbai Khiladis, Chennai Quickguns, Telugu Yoddhas, Gujarat Giants, Odisha Juggernauts, and Rajasthan Warriors.”

    On the sponsorship front, he noted that season one was never going to be about sponsors. “Our efforts are targeted towards putting up a fantastic product which does justice to the sport and attracts viewers. This in turn will lead to sponsors’ interest in the upcoming seasons of Ultimate Kho Kho. It should be mentioned though that in its inaugural year, Ultimate Kho Kho has attracted interest from and brought on board corporates like Adani Group, GMR Group, Capri Global, and KLO Sports, along with Singing Sensation Badshah and the Odisha government in collaboration with steel manufacturer ArcelorMittal Nippon Steel India to own teams in the league.”

    When asked if Sony would look at taking a stake at some point in a sports league, he said that while the broadcaster is continuously on the lookout for opportunities that might emerge, the primary focus in any partnership is to ensure the best coverage of the sport on our sports channels. “At this point, we are working with our various content partners and leagues that share our vision to provide Indians with the best live coverage of sporting action from India and around the world to our viewers.”

  • Sony Sports Network & SonyLIV to air Ultimate Kho Kho inaugural season from 14 August

    Sony Sports Network & SonyLIV to air Ultimate Kho Kho inaugural season from 14 August

    Mumbai: The opening season of Ultimate Kho Kho will roll out on Sunday, 14 August 2022 in Pune, where six teams will engage in action that will culminate with the title clash on 4 September 2022. India’s first-ever franchise-based professional Kho-Kho league will host its matches at the Shree Shiv Chhatrapati Sports Complex, Pune.

    Promoted by Dabur India chairman Amit Burman in collaboration with the Kho Kho Federation of India (KKFI), the league aims to revolutionise this indigenous sport with a modern twist both on-air & on-ground.  

    34 matches will be played with two matches per day in Season 1, during the league stage. The knockout matches will be played in a playoff format which will consist of a qualifier and eliminator matches. The live broadcast will begin at 7 pm (IST) and continue until 10 pm (IST) on each match day. The revamped format of Ultimate Kho Kho aims to be exciting and engaging for not only the Kho Kho players but also sports enthusiasts and viewers.

    Sony Sports Network will air the event in Hindi (SonyTEN 3), English (SonyTEN 1), Tamil, and Telugu (SonyTEN 4) and be available on SonyLIV.

    The inaugural season will witness six teams in the shape and form of Chennai Quick Guns (KLO Sports), Gujarat Giants (Adani Sportsline), Mumbai Khiladis (Badshah & Punit Balan), Odisha Juggernauts (Government of Odisha), Rajasthan Warriors (Capri Global) and Telugu Yoddhas (GMR Sports) competing for the inaugural season over 21 days. 

    Ultimate Kho Kho CEO Tenzing Niyogi said, “We would like to thank all our Six Team Owners and Sony Sports Network, who have shown their support and faith in our vision as Ultimate Kho Kho. Our objective has always been to transform Kho Kho and bring forth the new avatar in front of the masses of India to make our country a multisport nation.”

  • Badshah and Punit Balan inks partnership deal for Mumbai team in Ultimate Kho Kho

    Badshah and Punit Balan inks partnership deal for Mumbai team in Ultimate Kho Kho

    Mumbai: A tinge of Bollywood has been added to Ultimate Kho Kho with popular singer Badshah joining the league as co-owner of the Mumbai franchise alongside renowned film producer, developer and sports enthusiast, Punit Balan.

    The Mumbai-based team completes the line-up for the inaugural edition of Ultimate Kho Kho which will take off later this year.

    Fascinated by the pace and elegant style of the game as well as the nostalgic value that the sport has for him, Badshah believes Ultimate Kho Kho has humongous potential. He aims to inspire and build superstars in this indigenous sport through this association.

    Speaking about his first sports venture Badshah said, “My mother used to play Kho-Kho during her college days and this ground-rooted game is very close to my heart. This nostalgic and personal connection triggered me to be part of Ultimate Kho Kho.”

    “It’s an adrenaline packed, fast-paced indoor sport with extremely agile players doing Sky-Dives in air. In general, the culture of Mumbai is fast and efficient and that’s what we want this team to be. My vision would be to nurture the best players out of this league, and we want to ensure the best environment, infrastructure, training and nutrition for the players,” he further added.

    Besides heading the Balan Group—a company, which is valued at Rs 3,500 crore, Punit Balan also owns teams in various sporting leagues like badminton, tennis, table tennis and handball league apart from investment in sports employment start-up and actively supporting various sportspersons.  

    Mumbai franchise co-owner Balan said, “It’s very important to adopt the right approach if you want to grow something. I have been involved in developing sports through leagues in the past and now alongside Ultimate Kho Kho, I want to play a part in Kho-Kho’s journey to success.”

    The traditional sport originated in Maharashtra and the state has been a dominant force in the Indian Kho-Kho circuit. As many as three teams from Maharashtra competed in the National Championships and in the recently concluded Khelo India Youth Games also, they emerged champions in both boys and girls categories.

    Ultimate Kho Kho CEO Tenzing Niyogi said, “We are absolutely thrilled to welcome Badshah and Punit as co-owners of the sixth franchise. We already have on-boarded big corporates as well as the Government of Odisha and now these two popular names from the entertainment sector reflect the positioning and calibre of the league. Kho-Kho has deep roots in Maharashtra and a team representing the state’s capital will surely help us bolster the popularity of the game.”

    With this development, Ultimate Kho Kho continues to take giant steps towards its mission of revolutionising this homegrown sport. The league had earlier added eminent corporate names to its roster including the Government of Odisha in collaboration with ArcelorMittal Nippon Steel, Adani Group, GMR Group, Capri Global and KLO Sports.

    The league will be broadcasted across Sony Network India’s (SPNI) sports channels SonyTEN 1(SD & HD), SonyTEN 3 (SD & HD), SonyTEN 4 and on SonyLIV in Hindi, English, Tamil, Telugu as other regional languages.

  • MX Takatak onboards rapper Badshah

    MX Takatak onboards rapper Badshah

    KOLKATA: Studies show Indian millennials and Gen-Z consume video content far more than any other form of digital content on a daily basis and MX Player’s short-format video app – MX Takatak was launched to cater to this ever-growing segment of digital enthusiasts.

    The platform has witnessed tremendous growth, setting a new benchmark with its daily video views, growing from 0 to 1 billion+ only within a month of its existence and is home to the largest number of 1Mn+ digital influencers, who have chosen MX Takatak as their preferred platform of choice. Their community just got bigger with the addition of star Indian rapper and singer Badshah, who has also decided to join the MX Takatak family. 

    Read more stories on MX Player

    The ‘party anthem’ singer as termed by his fans, Badshah has delivered several chartbusters over the years and is lauded for his lyrics, slow rap and performing with Bollywood’s biggest celebrities. Speaking about this association, Badshah said, “Music and video are two very important aspects of what I do to bring a complete experience to the audience. My fans have always been top priority for me and MX Tatatak, I feel, allows me to directly reach out and interact with them even in the most remote corners of India. With all of us having limited movement/travel and with so much happening around the world, this is the best time to engage with fans by creating some fun, snackable content. I am looking forward to my short format video journey with MX Takatak”.

    MX Player CEO Karan Bedi elaborated saying, “We are proud and happy to welcome Badshah to the MX family. MX Takatak aims to provide the budding influencer talent pool a world class platform to showcase their art. And, who better than Badshah to inspire them to scale new heights like he has –  he’s innovative, creative and is an icon of pop culture in India today, which makes him the perfect fit to inspire our millions of content creators on MX Takatak as well as engage with his fans on our huge user base.”

    Read more stories on Karan Bedi

    MX TakaTak offers a wide variety of short-form content and creation tools like a well organised and exhaustive background music library, advanced beautification tools, new & innovative effects/filters, sound mixing, and voice over recording and much more to its digital superstars. Currently, it hosts digital influencers such as Gima Ashi, Ashika Bhatia, Rugees, Manjull Khattar, Khusi Punjaban, Mridul Madhlok and Ayush Yadav amongst others.

  • Badshah’s fake views controversy highlights influencer marketing inadequacies

    Badshah’s fake views controversy highlights influencer marketing inadequacies

    NEW DELHI: Bollywood rapper Badshah has come under scrutiny for allegedly buying fake views for one of his music videos. This has, once again, opened up the debate on the ‘fake followers’ strategy prevalent in the social media landscape and how celebrities and influencers are highly involved in this practice.

    According to media reports, Badshah confessed that he had purchased around 7.2 crore views for Rs 72 lakh to set a world record for the most-viewed YouTube video in the first 24 hours. He had claimed that the music video for 'Pagal Hai' was watched 75 million times on the first day of its release, beating previous records set by Taylor Swift and the Korean boy band BTS. However, the claim was rejected by Google.

    Monk Media Network assistant vice president Pranav Nair explains, “In this scenario, he's paid to get more numbers on his content and not a brand's. So, from a brand management perspective, one can accept the fact that he's investing money to grow his metrics on social media.”

    The issue has come at a time when digital consumption spiked in the lockdown period and advertisers are spending a hefty amount on influencer marketing. As per reports, influencer marketing is seen as one of the fastest-growing categories in the Rs 21,000 crore digital advertising space.

    Buying fake followers is the unpalatable side of the digital marketing industry and the way brands invest in followers for reach, reflects how deep the problem is. Brands that take decisions based on one post or just the number of followers will see reality when the ROI hits them.

    Lets Influence founder Bhawna Sethi opines, “The major issue faced by brand managers is that it's not possible to dissect every single profile they are planning to collaborate with. Hence, big brands prefer hiring influencer marketing agencies as they have expertise in a specific service, industry, audience, channel, etc., and can help them avoid collaborating with such fake profiles.”

    Nair advises that brands should not collaborate with such an influencer as it cuts the organic reach of the brand, which is one of the reasons why brands collaborate with influencers.

    In recent times, many in-house tools have been launched to help identify fake followers, their percentage share and the impact of engagement. However, the rampant problem of vanity metrics, bots and others in the digital domain still lingers. A lot of celebrities have also been a part of it and measures are needed to control the growing menace.

    Sethi says, “While working with celebrities, we realised that more than being a part of it, celebrities are victims of this. There are many instances when they engage with agencies for paid promotions and aren't even aware that the followers joining them are not real people. It won't be right to say that they bought fake followers with full awareness.”

    Badshah has also been associated with brands like Pepsi, Yamaha, Hitachi, Mahindra and OPPO. This incident is likely to have an impact on his associations. It has also led to many people unfollowing his social media accounts.

    MAD Influence founder and CEO Gautam Madhavan says, “It's very disheartening for the viewers to know first that their favourite celeb has bought fake followers and on the other hand, agencies like us won't also promote such celebs in suggesting to various brand campaigns. Thus, they lose the brand credibility and the money too.”

  • OPPO ropes in famous youth icons – Ranbir Kapoor, Katrina Kaif and Badshah for its Reno Series Campaign

    OPPO ropes in famous youth icons – Ranbir Kapoor, Katrina Kaif and Badshah for its Reno Series Campaign

    MUMBAI: Adding to its already rich creative spirit of Reno Series, OPPO India today announced leading Bollywood actor Ranbir Kapoor as the “Brand Icon” for its Reno series. OPPO India also roped in Katrina Kaif and Badshah as the ‘Brand Friends’ for its creatively designed Reno series.  With these talented powerhouses on board, OPPO seeks to touch hearts of their millennial and Gen Z consumers in India. The association aims to reinforce OPPO’s consistent efforts in not only bringing meaningful innovation but also taking the right marketing initiatives that will help them in further strengthening their bond with the consumers. 

    Ranbir Kapoor, Katrina Kaif, and Badshah will serve as the catalyst of the OPPO Reno series in the Indian market. With OPPO’s omni-channel marketing strategy, the integrated campaign is already live across TV and digital platforms like Facebook, Twitter and YouTube. 

    Speaking on the association, Mr. Sumit Walia, VP, Product and Marketing, OPPO India said, “At OPPO, we have always aspired to bring distinctive and innovative offerings for our customers. With the Reno series, we have taken our innovations a notch above with a brand-new product concept, design philosophy, and a communication model which is tailor-made for youthful consumers.  We are extremely happy to associate with such talented actors, who perfectly portray a blend of talent, class and popularity that compliments with OPPO’s legacy and brand ethos. Just like OPPO, these celebrities too have pushed their creative realms to delight and surprise their audience. As we pave the future growth strategy of OPPO in India, we are confident that this association will further help us strengthen the positioning of the Reno series in the Indian smartphone market.”

    Revered for his remarkable performance, Bollywood actor Ranbir Kapoor said, “I am excited to be the Brand Icon for OPPO’s creative Reno series. I have a philosophy of partnering with brands that I believe in and OPPO’s youthful approach resonates with qualities that are meaningful to me. OPPO inspires the power of creativity through their smartphones, encouraging users to think outside the box – a trait that is the very soul of my craft and helps me evolve and grow as an actor.”

    Speaking on the association with OPPO, Bollywood actor Katrina Kaif said,” I am extremely pleased to be associated with OPPO for their exciting Reno series. OPPO is a brand that strikes a chord with the youth of the country for the cutting-edge smartphones. Their products are unique & creative, which is exactly what today’s generation looks for and stands true for me as well. Just how OPPO has been pushing boundaries in bringing the latest technology is something that I relate to- I too look for roles and opportunities that enables me to surprise and delight my audience. I believe in associating with brands with whom I share the same synergy. A brand that resonates my style, has unique traits and stands out amongst others.”

    Sharing the excitement for his association with OPPO India, popular Music Producer and Performing Artist, Badshah said, “Being an artist, I understand the importance of continuously creating and innovating to keep up with the evolving trends and my partnership with OPPO is a testament to this. OPPO’s quest for uniqueness and spirit of exploration is something that I find truly commendable and believe in.”

    OPPO recently launched the Reno2 series which also marked its global debut in India. Engineered for creativity, the Reno2 is OPPO’s latest iteration to the popular Reno series and is packed with photography-enhancing features ideal to redraw the boundaries of users’ creativity. As per a recent report by IDC, OPPO registered a healthy growth of 41% in Q2, 2019. It has also been adjudged as the number one smartphone brand for after sales services in India as per Counterpoint Research.

  • Pepsi launches ‘How We Do It’ live in Mumbai

    Pepsi launches ‘How We Do It’ live in Mumbai

    MUMBAI: Rapper Badshah and global pop group Now United’s new single, ‘How We Do It’, presented by Pepsi was launched during a love concert at High Street Phoenix in Mumbai recently. The collaboration is a result of Pepsi’s commitment towards discovering and supporting emerging artists, reveals a press statement.

    PepsiCo India director – marketing, hydration and cola Tarun Bhagat said, “Pepsi has always anticipated the pulse of today’s generation ahead of the curve. Music has been one of our biggest platforms globally, and continuing this intrinsic commitment, Pepsi is excited to bring together the incredible musical talent of Indian rapper Badshah and global pop group Now United to provide a new experience for fans. ‘How We Do It’ is an amazing track and we are hopeful that music fans on the lookout for a newer, cooler sounds in India and beyond will love it.”

    Badshah shared with audiences his experience of collaborating with Now United. He said, “Pepsi has always enabled young, upcoming talent and through them, I am getting this fantastic chance to collaborate with 14 young people from across the globe. As an artist, I strongly believe that it is good to collaborate as it helps broaden your horizon. Through ‘How We Do It,’ Now United and I have been able to learn from each other, share experiences and encourage each other to create better art; and we are very excited to share this with all our fans.”

    Badshah and Now United’s new song, ‘How We Do It’, presented by Pepsi and distributed by One Digital Entertainment will premiere on Saavn and Radio One on 29 November, followed by a video premier on MTV Beats and VH1.

  • Pepsi introduces simon fuller’s new group now united to india

    Pepsi introduces simon fuller’s new group now united to india

    MUMBAI: For generations, PEPSI has had an intrinsic connection with music, working with legendary artists and discovering and supporting emerging talents. The iconic brand today announced a partnership between Simon Fuller’s new project, global pop group NOW UNITED, and BADSHAH, one of India’s favorite rappers. Badshah, managed by Sony Music India and the group comprised of 14 singers and dancers from all across the globe will record a song titled “[ How We Do It]” that will be released [November 29th.] Pepsi will also support Now United’s first trip to India beginning November 26th. The group will visit Mumbai, Delhi, Agra and Jaipur, sharing their experiences with their fans in India and around the world as they go.

    With pop-culture at its heart and a finger on the pulse of trends, Pepsi has always created experiences that connect with consumers in the most relevant ways. For decades, Pepsi has harnessed the power of music to connect with generations of fans and elevate rising artists. The collaboration between Badshah and Now United for a new song is part of this aim to provide emerging artists with a powerful stage to promote their stories, share their art and connect with new and existing fans.

    The collaboration has been curated by One Digital Entertainment, India’s leading creator and video network that also manages Badshah’s digital ventures and is also enabling the distribution of the song across various digital, TV and radio platforms.

    Introduced in 2017 by Simon Fuller, the creator of the popular American Idol series, pop group Now United is comprised of 14 rising singers and dancers from across the world, including India, Brazil, Philippines, Finland, Senegal and the United States of America, amongst others. 17-year-old sensation Shivani, who hails from Udaipur, represents India in the pop group.

    Speaking about the collaboration, Tarun Bhagat, Director-Marketing, Hydration and Cola, PepsiCo India

    said, “Pepsi has always strived to create experiences which resonate strongly with consumers, and music is such a tremendous platform to do that.  We are committed to identifying new and upcoming talent; and giving them a stage to showcase their art. Through the platform provided to them by Pepsi, Badshah and Now United will explore new ways of giving their fans a one-of-a-kind experience.”

    Echoing his thoughts, rapper Badshah said, “Over the years, Pepsi has created powerful platforms which allow artists to connect with their fans in unique ways. By collaborating with Now United, I am getting a chance to perform in a different way than I ever have before. They are an incredibly talented group of artists and I am really excited about the chance to perform with them. They’re going to be in Mumbai soon and we have some exciting things planned. I cannot wait for my fans to see what we have in store. ”

    Simon Fuller said, “I first worked with Pepsi with the then unknown group, Spice Girls. Here I am, many years later, working with Pepsi again continuing to push the boundaries with my new global pop group, Now United. Thanks to Pepsi we have been introduced to the extraordinary Badshah, an artist with huge respect and popularity. His collaboration with Now United on the song ‘How We Do It' is an incredible combination.  I can’t wait for our Indian journey together to begin!”

    Gurpreet Singh, COO & Co-founder of One Digital Entertainment said, “One Digital Entertainment is glad to associate with Pepsi and Simon Fuller's XIX Entertainment to enable this unique collaboration. We are very excited to bring two different kinds of artists such as Badshah and Now United together for the first time. We are confident that the new song will strike the right chords with music aficionados across the globe.”

  • ZEE5 launches Lockdown with Badshah, Kailash Kher, Raftaar, Jonita Gandhi and many more

    ZEE5 launches Lockdown with Badshah, Kailash Kher, Raftaar, Jonita Gandhi and many more

    MUMBAI: ZEE5, India’s largest and most comprehensive digitalentertainment platform for language content, today launchedLockdown– a path-breaking concept in collaboration with renowned rapper and composerBadshah. The show marks Badshah’s debut as a producer under his banner Afterhours, co-produced by One Digital Entertainment, for ZEE5.

    Watch the trailer here: 

    Premiering 17th August,Lockdown launches with two episodes followed by an episode every week featuring two artists – aBollywood sensation and a digital superstar.Over a 10-episode series, the show will featureBadshah – Jonita Gandhi; Kailash Kher- Raja Kumari;Harrdy Sandhu – Neha Bhasin; Raftaar-Thaikkudam Bridge; Monali Thakur – Mickey Singh; Benny Dayal- Bryden &Parth; Shirley Setia – Sachin & Jigaramongst others.

    Each duoislocked together in one location for 24 hoursto recreate two songs, record them and shoot music videos. Lockdownhas been shotacross scenic locations in India and promises a rendezvous with your favourite musicians – one that has never been seen before.

    Manish Aggarwal, Business Head, ZEE5 India said, “After creating engaging original content in terms of films and shows, music was a natural progression for us. We couldn’t think of anybody better to partner in this endeavor than the hugely popular musician Badshah.Lockdownis our maiden foray into music and will be unlike anything the Indian audiences have seen.The show promises to keep audiences hooked to the amazing tunes created by some of the most talented artists.The format of the show is a winner, andwe are sure the viewers will enjoy it like our past offerings.”

    Badshah, who turns producer with the show said, “Lockdown is a project that is very close to my heart since it’s the first offering from my production house Afterhours. The format is quite unique and fun because we have got several well-known artists to collaborate with each other and some of them had never even met before! But all of them have been quite enthusiastic and the result that has erupted out of the oneness of these Bollywood and Digital sensations is something that the audience is going to love. To be aired on ZEE5, the show is sure to be a hand’s down winner for the music aficionados.”

    Gurpreet Singh, Co-Founder, One Digital Entertainment said, “Observing the current stage of music evolution and craze, Lockdown’s format will definitely stick well with enthusiasts from almost all genres. We are honoured to be a part of Badshah and ZEE5’s vision that is sure to start a new refreshing trend in the music and entertainment industry.”
     

    With over 3500 films, 500+ TV shows, 4000+ music videos, 35+ theatre plays and 90+ LIVE TV Channels across 12 languages, ZEE5 truly presents a blend of unrivalled content offering for its viewers across the nation and worldwide. With ZEE5, the global content of Zindagi as a brand, which was widely appreciated across the country, has also been brought back for its loyal viewers.