ITV

Tag: Envy

  • Strong 11-brand sponsor lineup fuels Colors’ new weekend reality offering – Pati Patni Aur Panga

    Strong 11-brand sponsor lineup fuels Colors’ new weekend reality offering – Pati Patni Aur Panga

    MUMBAI: For over a decade, Colors has stood as a pioneer in homegrown non-fiction entertainment, consistently creating original formats that redefine family viewing in India. Building on this legacy of relatable, impactful storytelling, the channel is set to premiere its new weekend primetime reality format, Pati Patni Aur Panga, on Saturday, 2 August 2025. The excitement is already translating into strong advertiser confidence. With 11 sponsors across television and digital platforms, the show is one of the most commercially promising non-fiction launches of the year.

    Leading the sponsor lineup is Nivea Body Milk as the Presenting Sponsor, with Sugar Free Green, Rajdhani Besan, Cadbury Dairy Milk, Pour Homme and ENVY joining as Co-Powered Sponsors. Vikram Tea, Colgate, Catch, and Giva have come on board as Special Partners, while Zouk adds to the strong roster as the Associate Partner. This impressive sponsor response underscores the strong market momentum and brand confidence surrounding the show.

    “Colors is a non-fiction powerhouse, consistently delivering engaging home-grown non-fiction formats that strike a chord with viewers across the country.Our focus has always been on creating formats that bring families together and keep audiences engaged weekend after weekend. Pati Patni Aur Panga builds on this tradition with a unique blend of authenticity and entertainment. For brands, it offers family-inclusive weekend viewing, prime-time stickiness, and high-impact integrations across TV and digital.The perfect festive-season alignment, ensuring maximum recall and engagement with viewers across demographics,” said Mahesh Shetty, Head of Revenue, Entertainment, JioStar.

     

  • Mission Sponsor Possible as Special Ops 2 locks in 14 brand partners

    Mission Sponsor Possible as Special Ops 2 locks in 14 brand partners

    MUMBAI: Espionage has never looked so marketable JioHotstar’s Special Ops 2 is back, and it’s bringing more than just bullets and secrets to the screen this 18 July. It’s bringing brands. Fourteen of them. Special Ops 2, the latest instalment of the hit thriller franchise, is already making headlines before its premiere not just for its high-stakes cyber warfare plot, but for its impressive brand line-up. With 14 marquee sponsors on board, the show has set a new benchmark in branded entertainment for scripted Indian OTT content.

    From automobiles to FMCG, and personal care to mutual funds, Special Ops 2 has attracted a cross-sectoral advertiser base that includes Hyundai, Jaquar & Co, Directors Elaichi, Asian Paints, UTI Mutual Fund, Envy, Philips, Lux Industries, Domino’s, JK Cement, Oppo, Swiggy, Toothsi, and Sony Bravia. This marks the highest-ever sponsor count for a title under the Specials banner on JioHotstar.

    “With Special Ops, we’ve built an iconic IP that delivers both cultural impact and business value,” said JioHotstar head of revenue entertainment & international Ajit Varghese. “This kind of brand response speaks to the power of premium storytelling and the platform’s ability to deliver engaged, meaningful audiences at scale.”

    Returning to the screen is Kay Kay Menon as Himmat Singh, the stoic intelligence officer at the centre of the action. But this time, he’s stepping into a more shadowy world of cyber espionage, system sabotage, and faceless digital enemies, a timely theme in an age of digital vulnerability.

    The rise in sponsorships also underscores how advertisers are shifting focus towards long-form, high-quality original series as strategic storytelling platforms. JioHotstar’s previous original, Criminal Justice Season 4, similarly drew widespread brand attention, signalling a growing trend in content-backed advertising integrations.

    Special Ops 2 premieres on 18 July exclusively on JioHotstar, and if the buzz (and brand budget) is anything to go by, this mission’s already a success before its first intel drop.

  • Envy onboards Bollywood’s youth icon Varun Dhawan as its brand ambassador

    Envy onboards Bollywood’s youth icon Varun Dhawan as its brand ambassador

    Mumbai: Envy, one of India’s leading premium fragrance brands, ropes in Bollywood celebrity Varun Dhawan as its brand ambassador. His bold and dynamic personality and adventurous spirit mirror the brand’s ‘let them envy’ approach.

    Envy is known for its deodorants and perfumes with exclusive French fragrances. It intends to scale further and strengthen its position as a youth-favorite brand. Roping in Dhawan as its brand ambassador is a part of its long-term expansion plan. Through this strategic move, Envy intends to bolster its brand promotion initiatives. As a part of this association, Dhawan will feature in the brand’s upcoming multi-channel campaigns and marketing initiatives, including TVCs and social media campaigns.

    Dhawan is a youth icon, and his ‘no compromising’ attitude perfectly aligns with Envy’s DNA, making him the right fit as a brand ambassador. His style and boundless energy complement Envy’s commitment to youthfulness and mission of providing exceptional fragrance to its customers.

    Hamilton Sciences Pvt. Ltd. MD Saurabh Gupta said, “At Envy, we believe fragrances can impact positively on one’s confidence leaving others envious. Varun Dhawan is a perfect fit for our brand as our products appeal to the youth, and who better than Varun to represent today’s youth and their attitude. His energy, ambition, and unwavering confidence perfectly align with our brand values. The script demanded someone with a good sense of humor and vitality, and Varun effortlessly brings dynamism and energy to the brand. We are confident that this association will be a game-changer, propelling Envy to new heights.”

    Envy is committed to expanding its product portfolio, backed by extensive R&D efforts. We are looking to double our market share within this year. Its parent company, Hamilton Sciences  Pvt. Ltd., is growing significantly and supporting Envy’s vision of providing Indian consumers with superior products.

    Through this association with Dhawan, the brand aims to amplify its brand visibility and engagement initiatives. Additionally, it intends to increase sales, expand its customer base, and solidify its market positioning.