ITV

Tag: contemporary

  • Myntra.com Exclusively Launches Hrithik Roshan’s Active Lifestyle brand HRX

    Myntra.com Exclusively Launches Hrithik Roshan’s Active Lifestyle brand HRX

    MUMBAI: Bollywood superstar Hrithik Roshan joins hands with Myntra.com to exclusively launch and manufacture his active lifestyle apparel and casual wear brand HRX – Push Your Extreme. The HRX collection is the ultimate combination of style and substance with inspiration drawn from Hrithik – the Ultimate Hero himself. HRX represents an extreme state of mind that inspires one to be the best version of themselves! The brand is a mix of his supreme style and passion, and will be sold only on Myntra.com starting 23rd November 2013.

    The range includesextreme casuals and easy actives in apparel along with sports footwear for men. These products are lightweight and made of premium fabrics crafted with a contemporary slim fit. The entire collection sports vibrant colors and brings to you the latest active lifestyle fashion on par with global fashion trends.

    On partnering with Myntra.com, leading Bollywood Actor and the Inspiration behind HRX, Hrithik Roshan said, “I always envisioned HRX to be a platform that could inspire people to bring out their best and to never give up! My team, Afsar Zaidi from Exceed and Sid Shah from The Wild East Group have taken my philosophy and turned it into a brand. Partnering with Myntra.com to launch HRX was the opportune decision as they are in-sync with our philosophy and effortlessly helped in creating the brand, just as I visualized.”

    Speaking on the launch, Mukesh Bansal, CEO and Co-Founder, Myntra said, “We are very excited about the opportunity to build original indigenous brands in India. Hrithik has massive fan base and is widely respected for his passion for fitness. We felt that we can create a very unique and lasting brand by taking inspiration from Hrithik’s work ethic, his incredible story of overcoming various setbacks and of course one of the most stylish actors in Bollywood. HRX is a very innovative brand with leading edge fashion that seamlessly merges active lifestyle, global fashion trends and Indian tastes.”

    Myntra.com’s vast and expanding customer base will support HRX reach out to each and every individual who aspires to be nothing but the best. The range starts from INR 499 for basic tees and goes up to INR 2,499 for fashion bottoms (Jeans and trousers). To shop for HRX products exclusively on Myntra.com, visit www.myntra.com/hrx

  • Sab cooks up a storm to climb the TVT ladder

    Sab cooks up a storm to climb the TVT ladder

    MUMBAI: “We always offer differentiated and innovative content than the others in the general entertainment channel space,” says Sab TV EVP and business head Anooj Kapoor on the sidelines of the launch of Sab’s new show Jo Biwi Se Kare Pyaar today. The show goes on-air on 28 October at 7:30 pm. Currently, the channel has no fresh content in this time slot and it is adding to its prime time line up through its new offering.

    Jo Biwi Se Kare Pyaar is a light-hearted cookery show. “It is India’s first fiction based cookery show, which has romance, comedy and also teaches the audience a recipe in each episode,” informs Kapoor.

    This isn’t all. The show is also different than the rest, as it takes brand communication to a different level. The channel has partnered with TTK Prestige and developed a concept around the values of the brand. “We have taken communication beyond advertisement. It is an articulation of product with the content of the show, which comes out beautifully,” says TTK Prestige COO Chandru Kalroo.

    The show weaves in romance, comedy and cooking seamlessly. “With this show, we bring our old line Jo biwi se kare pyaar to the contemporary context of Woh cooking se kaise kare inkaar,” adds Kalroo.

    According to Kapoor, since the new series is not a non-fiction client sponsored show, “it becomes a logical part of our regular programming, thus strengthening our prime time band.”

    “As a brand that has a relationship spanning six decades, we believe that we have to communicate beyond the product itself. We need to constantly strike an emotional chord with the consumer. The partnership with Sab through the programme will further this effort through its wonderfully conceived situations, humour and high quality production. I am sure this will be a new landmark in marketing,” adds Kalroo.

    The show, according to Kapoor, is “of the family, by the family and for the family.” “The show retains brand Sab. It is a very unique concept, as there has never been a fiction cookery show with some added tadka,” he adds.

    The show stars Arjun Bijlani who plays Aditya Khanna and Shweta Gulati who will be seen as Suhani Khanna. It has been produced by Deepti Bhatnagar Productions and written by Rajat Vyas. Commenting on his association with Deepti, Kapoor says, “She has been associated with Sab for almost five years now and thus understands the brand Sab.”

    Deepti has in the past also been the spokesperson for Prestige. “She thus understands not only us, but also our clients,” he says. Not only has Deepti produced the show, but has also taken her cooking experience to another level through her characters on TV. “All the recipes are from my recipe book. I did not want to take it from a chef as we wanted to keep it simple,” says Bhatnagar.

    It was the channel’s idea to do a show like this. Talking about the concept, Kapoor says, “Well, the concept came from us and then we approached Deepti to work on it. Prestige, which is our client, wanted us to create a show which could help promote them. We developed the concept keeping our brand template in mind.”

    The story of Jo Biwi Se Kare Pyaar reflects the lifestyle of new age couples, who despite of demanding work-lives try to find interesting ways to spend time with each other. And, the show also offers an opportunity to the viewers to learn new and easy recipes.

    Two promos and various digital campaigns have been designed to promote the show. “We have not compromised on the marketing of the show,” informs Kapoor.

    Quiz Deepti about the challenges she faced while making the show and she says, “It is a different genre that has both fiction and non-fiction. Also, we had to ensure that the cooking is seamlessly integrated in the story. Everything had to blend very well. It was challenging as it is no saas-bahu saga.”

    Currently, of the 26 episodes that will be aired in the series, five have been shot. “We will take a call on increasing the number of episodes a week after the show goes on air.” A lot of detailing has gone into making the set of the show. “It took us one month to create the set in Kamalistan. The show has a working kitchen, unlike the dummy kitchen in a lot of cookery shows. Also, the glasses that have been used are from Turkey. The appliances are good looking. I have got a professional to design the plates for the show. I wanted to put a lot of stress on the production value,” says Bhatnagar.

    Sab hopes to climb the ladder of TV ratings with this show and is also working towards strengthening its weekend programming for which new concepts are being developed. In the past, the channel has been at the number three slot in the time spent by viewers on the channel and wants to return to that ranking.

  • Neeta lulla give a sneak preview of her bridal collection

    Neeta lulla give a sneak preview of her bridal collection

    MUMBAI: One of India’s most successful fashion designer, Neeta Lulla gives you a sneak preview of her Bridal Collection at her flagship store in Santacruz West. Joining her at the store were Bollywood actresses, Sameera Reddy, Rhea Chakraborty, Indian television actress and model, Shveta Salve.

    Neeta Lulla’s Bridal collection showcases an array of floor length anarkali suits, extravagant lehengas and sarees laden with the raging trends for the wedding season. Keeping in mind all those brides-to-be, Neeta Lulla’s bridal collection has something for everyone from fusion, contemporary, vintage to modern bridal wear.

    Her bridal Collection brings to light the perfect ensemble of heavily embellished and exquisitely designed wedding lehangas that come in a range of colours – pinks, oranges and maroons. Brides can now visit the store and get the perfect look of elegance, beauty, and style. What are you waiting for!

  • Well begun isn’t half done

    Well begun isn’t half done

    MUMBAI: Television channels may continue to bet big on newer and more interesting formats but how well (or otherwise) these programmes fare, at least in the long run, is something that ultimately depends on the audience.

    A case in point is the big fight between Star Plus’ Mahabharat and Colors’ Bigg Boss Season Seven. Battle lines were drawn between the rival channels as they had geared up for the launch of two of their biggest properties.

    Promotions (on-air, print OOH and on-ground) went on for months. Colors left no stone unturned, with the heaven Vs hell theme and all the suspense built around who would be the inmates of the Bigg Boss house this year. Star Plus too pulled out all stops, promising viewers the mythological battle between good and evil in a contemporary avatar.

    While both the channels were hoping to up their ante with these big-ticket shows, the results are now out for everyone to see.

    As per the TAM ratings, Mahabharat got off to an epic start with 8445 TVTs whereas Bigg Boss lagged behind a bit with 7711 TVTs on the day of its premiere.

    Subsequently, Mahabharat, aired from Monday to Friday, garnering 6356 TVTs and the daily Bigg Boss getting 5080 TVTs. So while media planners agree that both shows have done well, going by its opening ratings, there’s really no consensus as to its performance going forward.

    The big question facing the channels is whether its shows will be able to sustain ratings and do justice to the kind of moolah that has been spent on them. Opines Helios Media managing director Divya Radhakrishnan: “Mahabharat is a very strong story and since, we know there are a finite number of episodes, the show won’t be dragged. Hence, I believe that it will continue to do well in the coming weeks as well. But for Bigg Boss to sustain ratings, it will depend a lot on the controversies it gets into.”

    By contrast, a Delhi-based media planner feels that while Mahabharat started with a boom, it won’t be able to match up with the gossip and entertainment provided by Bigg Boss. He points out: “A lot of people want to see what is so different in the current shows but however sometimes get disappointed with the execution. I can only hope that the disappointment doesn’t turn into a blind eye for both the shows.”

    Another media planner adds that garnering great TVTs in the opening episodes is nothing new. “Most shows, especially reality shows, are able to generate enough enthusiasm among viewers. The real test is about holding their attention.”

    All we can say is while we can’t predict the future, for now, both shows have gotten off to a great start…

  • Discovery Science to have a contemporary & fresh look

    Discovery Science to have a contemporary & fresh look

    Mumbai, June 21, 2013: Discovery Science, India’s only 24-hour channel dedicated to making science programming relevant, accessible and entertaining, will adorn a contemporary and fresh look from July 1, 2013. Besides launching a new vibrant logo, MORPHY, Discovery Science will present a younger on-air packaging along with the launch of multiple programme series that push the boundaries of human imagination.

    Announcing the refresh, Rahul Johri, senior vice president and general manager – South Asia and Head of Revenue, Pan-Regional Ad Sales and Southeast Asia, Discovery Networks Asia-Pacific said, “Discovery Science has gone beyond the imagination to explore the unknown and present the greatest discoveries, inventions and scientific breakthroughs in a relatable format. With the refreshed look and a vibrant new logo, Discovery Science begins a new journey of making science even more entertaining and popular. It will add dimension to the engaging programing by introducing ground-breaking mega series.”

    Discovery Science continues to examine the impact of science and technology on our everyday lives. Discovery Science, a leader in the search for answers to the questions that have eluded everyone for centuries and reveal life’s greatest mysteries and smallest wonders, from uncovering lost worlds to exploring the latest in scientific discoveries, will build on the same image and offer amazing programs for the viewers.

    Upsizing the overall entertainment quotient, Discovery Science will not only be offering premiere series like Master Of The Universe: Stephen Hawking, 100 Things That Will Change Your Life, Beautiful Minds but also bring new seasons of popular shows like How It’s Made, When We Left Earth, Through The Wormhole, Science Of War – Anthology On Weapons’ Shows.