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Tag: Banijay Asia

  • Rise and Fall rises to the top on Amazon MX Player

    Rise and Fall rises to the top on Amazon MX Player

    MUMBAI: Talk about a reality check! Rise and Fall, Amazon MX Player’s latest digital blockbuster, has done everything but fall. The show has stormed into the record books as the most-watched series ever on the platform, amassing over half a billion views and holding its ground in India’s top OTT reality charts for six straight weeks.

    Produced by Banijay Asia, Rise and Fall threw 15 familiar faces including Pawan Singh, Dhanashree Verma, Kubbra Sait, and Kiku Sharda into a 42-day showdown of power, ambition, and strategy. Hosted by Ashneer Grover, the series saw audiences cast more than 11 million votes before crowning Arjun Bijlani as the ultimate winner.

    But the show’s real victory played out online, sparking over 10 billion social media views and a flood of memes, reactions, and fan edits. Hindi cinema and cricket stars from John Abraham to Ishan Kishan jumped on the bandwagon, amplifying the frenzy and turning the series into a cultural talking point.

    In a first-of-its-kind partnership, Rise and Fall aired daily on both Amazon MX Player and Sony Entertainment Television, bridging the gap between traditional TV and digital fandom. The result? Record-breaking engagement and a prime showcase for brands like Lux Cozi, Haier, and McDowell’s, which integrated into the narrative through clever placements and sponsorships.

    “The success and cultural impact of Rise and Fall have been phenomenal,” said Amazon MX Player director and head Karan Bedi. “It’s proof that entertainment and brand storytelling can converge powerfully to capture the nation’s imagination.”

    Banijay Asia founder and group CEO Deepak Dhar added, “This show redefined the scale and storytelling potential of Indian reality television. We wanted to blend ambition, strategy, and emotion in a format that feels fresh and globally resonant, and audiences have embraced it wholeheartedly.”

    Licensed through All3Media International and originally created by Studio Lambert in the UK, Rise and Fall has cemented itself as more than just another reality show, it’s a pop-culture phenomenon and a symbol of India’s evolving entertainment landscape.

  • Havas India teams up with Banijay Asia to bring entertainment firepower to advertising

    Havas India teams up with Banijay Asia to bring entertainment firepower to advertising

    MUMBAI: Advertising is eating entertainment—or is it the other way round? Havas India has struck a strategic partnership with Banijay Asia, the regional arm of Europe’s largest studio, to fuse the art of selling with the craft of showmaking. The alliance marks a bet that brands can no longer afford to sit on the sidelines of culture; they must wade into the thick of it.

    Banijay Entertainment, the Paris-headquartered titan behind global juggernauts like Survivor, Big Brother and Temptation Island, has built its Asian operation into a content factory. In India alone, Banijay Asia has churned out The Kapil Sharma Show, Bigg Boss, Nach Baliye, The Night Manager and The Voice—hits that have shaped prime-time viewing and water-cooler chatter.

    Under the new arrangement, Havas India will plug into Banijay Asia’s storytelling muscle to create what it calls “entertainment-led brand storytelling”. Translation: adverts that don’t feel like adverts. The partnership stretches beyond India to cover Havas clients across South-East Asia, including Singapore, Malaysia, Indonesia, Thailand, Vietnam, Cambodia, the Philippines, South Korea and Japan.

    “Advertising today is no longer confined to conventional mediums; it thrives at the intersection of entertainment, content and culture,” said Havas India, South-East Asia and North Asia group chief executive Rana Barua. The goal, he added, is to help brands “drive cultural and business impact” by thinking bigger and bolder.

    Banijay Asia founder & group chief executive Deepak Dhar argued that India and the wider Asia-Pacific region are “ready for a more immersive, content-first approach to brand building”. With Havas’s network reach and Banijay’s format expertise, the two aim to make brands “part of everyday conversations”.

    The tie-up reflects a broader trend: the blurring of boundaries between advertising and entertainment. Banijay Entertainment has already launched a specialist division, Banijay Branded Entertainment, to capitalise on brands’ hunger for original content. This partnership takes that ambition eastward, where audiences are younger, mobile-savvy and increasingly allergic to traditional ad formats.

    Havas India, which operates 24 agencies and divisions across media, creative and health verticals, has been on a tear. The network has won multiple clients and industry gongs over the past three years, including being named a Great Place to Work three times running. With over 2,500 staff across Mumbai, Gurugram, Bengaluru and four other cities, it is positioning itself as one of India’s nimblest advertising shops.

    Banijay Asia, meanwhile, continues to expand its slate. The studio has Indian adaptations of Monk, House and Suits in the pipeline, alongside non-scripted fare like Rise and Fall and Temptation Island. Its parent company, Banijay Entertainment, operates over 130 production companies across 21 territories and delivered more than 17,000 hours of content in 2024. Revenues hit €3.35bn last year, with EBITDA of €528m.

    Whether brands can truly become entertainment—or merely crash the party—remains to be seen. But with this partnership, Havas and Banijay are betting that the future of advertising looks less like a 30-second spot and more like a binge-worthy series.

  • Banijay Asia shoots for the stars with Thailand’s first space reality show

    Banijay Asia shoots for the stars with Thailand’s first space reality show

    MUMBAI: Space just got a primetime slot. Banijay Asia, in collaboration with SERA (Space Exploration & Research Agency) and Truevisions Now, has unveiled Race to Space Thailand, a genre-bending reality format that will see one Thai citizen catapulted from dreamer to astronaut.

    Produced by Deepak Dhar’s Creasia Studio, the show marks the first time Thailand will select and send a citizen into orbit. SERA, which partners as the backbone of the mission, will work hand in glove with Creasia to turn this ‘out-of-the-planet’ spectacle into a reality.

    “As an Indian creator, it fills me with pride to see our ideas travelling beyond borders,” said Creasia Studio Banijay Asia Endemol Shine India Founder & Group CEO Deepak Dhar. “Thailand is just the beginning. The format will soon resonate in India as well as across South East Asia.”

    For Banijay Asia, the mission goes far beyond entertainment, it’s a milestone in exporting Indian-born creativity to global frontiers. The series blends science, aspiration, and showbiz, democratising space travel and inviting ordinary citizens, regardless of background, to compete for an extraordinary chance.

    Truevisions Now’s Ongard Prapakamol called it “a gateway to global-scale content and a new frontier for Thailand,” highlighting how, for the first time, everyday Thais will be in contention for a shot at space.

    Banijay Asia & Endemol Shine India Group CDO Mrinalini Jain described it as “a landmark concept that embodies aspiration, innovation, and inclusivity.” SERA co-founder Joshua Skurla added that the project would “inspire an entire nation” while confirming India is next in line for lift-off.

    With Season One ready for launch in Thailand and India’s chapter waiting on the launchpad, Banijay Asia’s Race to Space could well be reality TV’s boldest leap yet proof that the sky is no longer the limit.

  • Prime Video doubles the fun with Kajol and Twinkle in new talk show

    Prime Video doubles the fun with Kajol and Twinkle in new talk show

    MUMBAI: Double the sparkle, double the sass Prime Video is bringing Kajol and Twinkle Khanna together as co-hosts for the very first time in its latest unscripted Original, Oppo presents Two Much with Kajol and Twinkle, co-presented by Kohler and Kalyan Jewellers. The global premiere is set for 25 September, with new episodes dropping every Thursday.

    Backed by Banijay Asia, the series promises unfiltered conversations, candid confessions, and laughter-laced mischief with some of Indian cinema’s biggest names. The format thrives on the contrasting-yet-complementary styles of its hosts: Kajol’s effervescent charm meets Twinkle’s razor-sharp wit, making for conversations that veer well beyond the usual celebrity chatter.

    “A star-studded guest lineup and conversations that are fresh, spontaneous, and entertaining Two Much goes beyond the usual celebrity chatter,” said Prime Video India director and head of originals Nikhil Madhok adding that the duo’s “humour and candour” will keep audiences hooked.

    Banijay Asia and Endemol Shine India group chief development officer Mrinalini Jain called it a show about “what Kajol and Twinkle want to ask, what they care about, and how they choose to show up funny, unfiltered, and deeply honest.”

    The partners behind the show are equally upbeat. Oppo India head of PR and communications Goldee Patnaik linked the association to Oppo’s ethos of inspiring youth to “live in the moment,” while Kohler MD for K&B South Asia Ranjeet Oak highlighted its celebration of originality and bold voices. Kalyan Jewellers executive director Ramesh Kalyanaraman added that the show mirrors the brand’s values of “warmth, humour, and genuine conversation.”

    With Kajol’s infectious energy, Twinkle’s trademark sass, and a guest list primed for fireworks, Two Much sets itself up as a talk show with a difference, an entertainment cocktail that’s equal parts glamour, candour, and chaos.

  • Order in the court Kajol returns with fiercer fight in The Trial Season 2

    Order in the court Kajol returns with fiercer fight in The Trial Season 2

    MUMBAI: Justice may be blind, but this courtroom is about to see fireworks. The much-awaited trailer of The Trial: Pyaar, Kaanoon, Dhokha Season 2 has dropped, and Kajol’s return as Noyonika Sengupta promises a performance that is more fiery, vulnerable, and emotionally charged than ever before.

    Directed by Umesh Bist and produced by Banijay Asia, the new chapter premieres 19 September 2025 on JioHotstar. It picks up after Season 1, where Noyonika, once a timid housewife, re-entered law following her husband’s corruption scandal. Now she stands transformed into a razor-sharp lawyer and resolute mother yet Season 2 unravels her world piece by piece.

    Her husband Rajiv’s political ambitions (played by Jisshu Sengupta) threaten to tear the family apart, the law firm she depends on is riddled with rivalries, and a tangled love triangle clouds her judgement. In the dock is Noyonika herself torn between duty and desire, trust and truth.

    The series boasts a formidable cast, including Sonali Kulkarni, Sheeba Chaddha, Alyy Khan, Kubbra Sait, Gaurav Pandey, and Karanvir Sharma. Kajol teased, “This season is darker, deeper, and more personal. Noyonika isn’t just fighting in court, she’s fighting to keep her world from collapsing.”

    Bist revealed that Season 2 deliberately raises the stakes, balancing the intensity of legal duels with Noyonika’s internal unraveling. “It’s a layered story about power, identity, and the personal cost of standing up for oneself especially as a woman,” he said.

    Backing the show’s cinematic ambition, Alok Jain of JioStar positioned it as part of a bold content universe that challenges ideas of choice and identity, while Sushant Sreeram highlighted how international adaptations like The Trial (based on CBS Studios’ The Good Wife) are reimagined for Indian audiences. Banijay Asia CEO Deepak Dhar promised “a gripping ride with higher stakes, more intense emotions, and powerful performances.”

    Jisshu Sengupta added that Rajiv’s arc would shake viewers: “His ambitions have grown, but so has the cost. It’s love, regret, resentment and redemption colliding at once.”

    The original U.S. series The Good Wife, created by Robert and Michelle King, set the global bar for courtroom drama. Now, its Indian counterpart seems poised to go beyond the gavel blending betrayal, ambition, and raw humanity into a season that could very well be Kajol’s fiercest role yet.

    Order in the court: judgment day arrives 19 September.

  • Banijay Asia and Collective Artists Network collaborate to script India’s biggest creator-led universe

    Banijay Asia and Collective Artists Network collaborate to script India’s biggest creator-led universe

    MUMBAI: In a major move to redefine the creator economy in India, Banijay Asia, one of India’s leading content powerhouses, has joined hands with Collective Artists Network, the country’s premier talent and creator company, to launch a first-of-its-kind creator-led content and IP engine.

    This landmark collaboration will conceptualize, develop, and produce creator-first and creator-controlled properties across scripted, unscripted, branded, and digital-first formats — spanning long-form shows, short-form skits, micro-dramas, and vertical social content.

    At the heart of this alliance lies the powerful convergence of creators, content, and commerce — leveraging Collective Artists Network’s expansive creator and brand network, and Banijay Asia’s expertise in content creation and production at scale.

    The collaboration has already onboarded leading creators like Aisha Ahmed, Dolly Singh, and Kashish to develop brand-friendly content. Collective is also in active conversations with large FMCG and E-commerce advertisers to co-create high-impact, culturally resonant content that merges entertainment with brand purpose.

    Deepak Dhar, Founder & Group CEO, Banijay Asia &EndemolShine India said: “This partnership marks a bold new chapter in content creation — where creators are no longer just participants but become the driving force behind the narrative. By joining forces with Collective Artists Network, we’re building a powerful ecosystem at the intersection of content, creators, and brands. Together, we’re setting the blueprint for the future of entertainment.”

    Mrinalini Jain, Group Chief Development Officer, Banijay Asia &EndemolShine India added: “We see this as a creator-powered revolution. The future lies in content that’s authentic, scalable, and culture-shaping — and creators are at the center of it. With Collective Artists Network’s unmatched access to talent and brands, and Banijay Asia’s storytelling DNA, we’re launching a next-gen engine that’s built for today’s platforms and tomorrow’s audiences.”

    DhruvChigopekar, Co-Founder, Collective Artists Network, said: “This partnership marks a meaningful step forward for both traditional and new-age content. Banijay has built some of India’s most iconic shows, and to see that scale and storytelling depth now extend to the creator space is exciting. What’s changing is how stories are being told, creators are becoming part of the process instead of just the output. This collaboration allows us to explore that shift thoughtfully, combining structure with spontaneity, and legacy with a fresh lens. We believe it’s a strong foundation for what the next decade of entertainment could look like.”

    What this collaboration unlocks:

    –  Launching a new destination for Collective Artists Network’s creators to tell their stories spanning scripted, unscripted, and branded formats, which are genre and platform-agnostic.

    – Talent integration into Banijay Asia’s existing IPs, opening new doors for creators to host, act, write, or contribute creatively to Banijay Asia’s broad content slate.

    –  Co-creating digital-first, short-format content, micro-dramas, skits, sketches, vertical stories, and social-first formats specifically with Collective Artists Network creators.

    –  Leveraging Collective Artist Network’s expertise to lead brand integration and sponsorship across all joint content initiatives.

    –  Developing a creator-driven content universe across Instagram, YouTube and Facebook, which then potentially expands into other platforms.

    The partnership reflects Banijay Entertainment’s global vision of aligning with creators to modernise brands, bridge the gap between creators and creatives,  and reach new audiences through culturally-resonant formats. 

  • Genre-bending tales are the reel deal for India’s content creators

    Genre-bending tales are the reel deal for India’s content creators

     MUMBAI: Jump scares, script flips and streaming hits, if there’s one thing Indian content creators agree on, it’s that the lines between genres are getting as blurred as a high-stakes thriller. At the 9th edition of The Content Hub Summit 2025, an insightful session titled “Genre Dynamics: Pushing Creative Boundaries in Indian Cinema, OTT and Television” brought together leading storytellers who are breaking the mould and mixing genres with flair. Chaired by filmmaker and trade analyst Saurabh Verma, the panel featured director Vishal Furia (Chhorii), writer-director Ravindra Gautam, Banijay Asia’s Mrinalini Jain, Applause Entertainment’s Rahul Ved Prakash, and filmmaker Kussh S Sinha (Nikita Roy).

    Horror director Vishal Furia kicked off the conversation by pointing out how genre films have matured. “We’re finally moving past jump scares. Indian horror is now about deeper themes like motherhood and social realities. Chhorii was scary, yes, but it also tackled female agency.” With Chhorii 2 on the way, he promised more genre-defying elements.

    Mrinalini Jain noted the surge in creators experimenting with “genre cocktails.” Think courtroom dramas that are also comedies, or thrillers laced with social commentary. “We’re seeing a healthy overlap between what entertains and what provokes thought. Audiences want content that works on multiple levels.”

    Ravindra Gautam emphasised that Indian television is slowly catching up with OTT and films in storytelling ambition. “We are moving away from just ‘kitchen politics’. There’s a demand now for fantasy, mystery, even dystopia, if told well and rooted in Indian ethos.”

    For Rahul Ved Prakash, whose work at Applause spans crime thrillers, political dramas and quirky comedies, the shift is evident in how stories are greenlit. “There’s a rise in shows that can’t be boxed into one genre and that’s a good thing. Viewers now want layered narratives.”

    Kussh Sinha, who’s working on genre-blending projects himself, argued that Indian creators shouldn’t just chase global formats. “We must create our own grammar rooted in Indian emotions, tropes and chaos. The global audience is already watching. Let’s show them our unique flavour.”

    The panellists highlighted a set of unmistakable shifts shaping India’s evolving content landscape. Genre fusion has firmly taken root, with historical thrillers, horror-romance hybrids, and docu-dramas gaining popularity across platforms. Writers now have more creative control, with writers’ rooms involved earlier in the process to help define genre direction and narrative tone. Regional content is leading much of this innovation, with Tamil, Telugu, and Marathi creators delivering some of the boldest and most genre-defying storytelling. And above all, audiences are choosing character over category they are drawn to emotionally resonant, layered protagonists, regardless of the genre label.  

    As the session wrapped, one thing was clear: the days of sticking to safe genre formulas are over. Whether it’s a horror film that makes you cry, a mythological show with sci-fi twists, or a soap opera with supernatural undertones, Indian creators are pushing past traditional formats and building new blueprints for storytelling.

    If 2024 was the year of experimentation, 2025 might just be the year of reinvention, one genre-bending frame at a time.

  • Regional stories steal the show as audiences tune out the usual

    Regional stories steal the show as audiences tune out the usual

    MUMBAI: Lights, camera, localisation! At the 9th edition of The Content Hub Summit 2025, the session on “The Rise and Rise of Regional Content” didn’t just capture attention, it underscored a seismic shift in what India watches and why. Gone are the days when Hindi content ruled unchallenged. From Marathi to Malayalam, Punjabi to Gujarati, regional languages are not only speaking up, they’re roaring loud across platforms and pushing boundaries with content that’s local in soul, but universal in appeal.

    Karan Taurani of Elara Capital, moderating the star-studded panel, noted that the 20th-ranked Hindi film today earns just ₹20 crore, a steep fall from pre-pandemic numbers where the 20th film could clock in Rs 70–Rs 80 crore. Rabindra Narayan, MD of PTC, echoed this, citing how Punjabi film Sehra raked in Rs 100 crore just from Maharashtra, denting a mainstream release like Bhabhi by an estimated Rs 20–Rs 30 crore.

    Rishi Negi of Banijay Asia pointed out that while Hindi struggles with resonance, regional films like Pushpa and KGF succeed because they tell stories rooted in emotion whether it’s a son seeking acceptance or avenging his mother. These narratives, Negi argued, transcend language and connect with audiences across demographics.

    The session also touched on the economics of production. Making content in regional languages isn’t just creatively liberating, it’s cost-effective too. With South Indian films now commanding higher acquisition budgets than Hindi titles on platforms like Netflix, the tide has clearly turned.

    Mamta Kamtikar from Junglee Pictures highlighted how Malayalam film Lones, produced on a modest budget, became a critical and cultural success due to strong storytelling and a buzz-worthy release strategy. “It’s not just about making a film,” she stressed, “it’s about making it travel emotionally and linguistically.”

    This brings us to another hot-button topic: localisation. Avinash Mudaliar of OTTplay noted that dubbing and subtitling in India have undergone a transformation. “Earlier, South Indian action films just needed punchy dialogues. Now, dubbing is almost script-rewriting. It’s no longer a mechanical job, it’s cultural translation.”

    But the challenge isn’t just about turning Tamil into Hindi. As Arpit Mankar of Shemaroo explained, a joke that lands in Delhi might bomb in Bengal. Comedy, drama, even character arcs need regional nuance something only local creators truly understand. That’s why Shemaroo has gone deep into Gujarati OTT, helping three films cross ₹10 crore in the first half of 2025 alone triple the usual annual average.

    ETV Win’s Saikrishna Koinni and others agreed: regional makers have the home-field advantage. They live the language, breathe the culture, and write stories with lived authenticity that no algorithm or distant studio exec can replicate.

    And there’s money on the table too. With over 33 OTTs now bundled into super-subscription packs and growing willingness to pay, regional content is not just filling the gap, it’s the main event.

    In short, India’s entertainment engine is no longer fuelled solely by Bollywood dreams. It’s powered by local love, dubbed brilliance, and subtitles that speak volumes. And if this panel is anything to go by, the future of Indian content is decidedly regional and refreshingly relatable.

  • Scripted to scale Banijay boss Deepak Dhar backs India’s big format future

    Scripted to scale Banijay boss Deepak Dhar backs India’s big format future

    MUMBAI: He may have started as an “outside classroom student,” but today Deepak Dhar is scripting the biggest chapters of Asia’s content boom. At a fireside chat during the 9th Content Hub Summit 2025, the Group CEO of Banijay Asia and Endemol Shine India unpacked what it takes to run one of the most prolific content machines in the region and why India is finally poised to export formats, not just import them.

    With a staggering 800 production days of Bigg Boss alone across languages like Hindi, Tamil, Telugu, Kannada, Malayalam, Bangla and Marathi, Dhar highlighted the scale and stamina needed to keep pace. “Even I don’t know how we manage to shoot 800 days in 365,” he quipped. “But that’s the opportunity India presents.”

    From reality juggernauts like Bigg Boss, MasterChef, and Fear Factor, Dhar has now set his sights on fiction with shows like The Night Manager, The Good Wife, and Trial. His move from Endemol to launching Banijay Asia stemmed from a need to detox from the “reality king” tag and reinvent. “I wanted to unlearn and start again. What excites me is the fear of the unknown,” he said.

    In Dhar’s view, the Indian content ecosystem has evolved dramatically from hyperlocal, broadcast-first formats to stories that now aim for global resonance. “Streaming has been the biggest shake-up in a good way. It’s democratised content and shrunk the world,” he said, citing the rise of global formats from countries like Israel, Korea, and Scandinavia. “Now it’s India’s turn.”

    But why haven’t Indian formats gone global yet? Dhar believes the answer lies in legacy TV habits. “Twenty years ago, we weren’t designing shows for export. Now, with OTT, that’s changing. It’s the right time,” he asserted. His goal? To see an original Indian format go global. “We’ve imported so many shows successfully. Now we need one of ours out there and we’re working on it.”

    Dhar also shared an anecdote that captures how dramatically content consumption has changed. “One Sunday, I asked my 15-year-old daughter to watch a movie. I picked up the TV remote, she picked up her laptop. That was the moment it hit me my business model was evolving in my own living room.”

    Despite the shifts, Dhar is clear-eyed about the fundamentals. “None of us knows what will click. But what we can control is the process find the right story, the right people to shoot and edit it, and the right home for it.”

    In a fragmented world of content, formats and platforms, Dhar’s formula is refreshingly simple: trust the team, stick to the process, and don’t overthink. The only real script for success, it seems, is being ready to rewrite it again and again.

     

  • Prime Video announces its latest original, Two Much with Kajol and Twinkle

    Prime Video announces its latest original, Two Much with Kajol and Twinkle

    MUMBAI: Prime Video has announced the start of production for its upcoming Original talk show—Two Much with Kajol and Twinkle, hosted and helmed by two enigmatic and powerhouse personalities, Kajol and the witty Twinkle Khanna. Premiering soon, the bold, fiery, and candid talk show is produced by Banijay Asia.

    Promising a guest list featuring the biggest names in Bollywood and the industry’s Who’s Who—outshining even the most glamorous red carpets, Two Much with Kajol and Twinkle is set to be a bold, brilliant, and unapologetically unfiltered talk show, delivering their hottest takes on the coolest topics, all fired up by the infectious energy of its vivacious hosts.

    “We are very thrilled to announce Two Much with Kajol and Twinkle—a first-of-its-kind talk show, hosted by two of the sharpest voices in Indian entertainment, who are set to reinvent the genre,” said Prime Video India director and head of originals, Nikhil Madhok. “With a mix of charismatic celebrities on the guest list, Kajol and Twinkle will bring their signature blend of wit, feistiness, and unparalleled insights to sparkling conversations that are humorous, unfiltered, and unapologetic. Joining forces with Banijay Asia, we are creating something truly bold, fresh, and unforgettable for our audiences.”

    Banijay Asia and Endemol Shine India Group Chief Development Officer, Mrinalini Jain said, “Two Much with Kajol and Twinkle is a bold blend of unfiltered honesty, sharp viewpoints, and unapologetic conversations with India’s biggest stars. At its heart, it celebrates the firebrand personalities of Kajol and Twinkle—distinct, fearless, and refreshingly real. Built on their camaraderie and lived experiences, the show is packed with insight, laughter, and relatable topics for everyone! At Banijay Asia, we’re committed to crafting original formats that keep audiences engaged, and with Two Much with Kajol and Twinkle, we couldn’t have asked for a better partner than Prime Video—a streaming service that continues to redefine unscripted content in India.”

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