ITV

Tag: Raghu Ram

  • Arré to launch ‘Re-Gender’, ‘Official Chukyagiri’ & ‘Abbas-Mastan’

    Arré to launch ‘Re-Gender’, ‘Official Chukyagiri’ & ‘Abbas-Mastan’

    MUMBAI: UDigital’s digital media brand, Arré has been in the news for its bold content after announcing its first digital reality series based on social experiment Ho Ja Re- Gender. The ten months old brand is all set to take entertainment level a notch higher with its two more series Official Chukyagiri and Abbas-Mastan.

    Co-founded by Ronnie Screwvala, B. Saikumar and Ajay Chacko in October 2015, the platform saw the exit of Screwvala in April 2016. The other two founders viz. B. Saikumar, Ajay Chacko along with Enam group acquired the residual stake held by Unilazer Ventures and Screwvala.

    Ho Ja Re-Gender has 20 episodes with the first episode to go on- air from July 23. It is the series is India’s first digital reality series based on a social experiment where six young people find out what it’s like to be the opposite sex. Three men and women will undergo the experience of a lifetime by transforming themselves into the opposite gender. Complete with prosthetics, makeup and clothes, they will role play the other gender through various everyday tasks and special missions inside and outside the house they live in.

    The series is about understanding what it truly means to be male or female in our times and what better way to understand it than becoming the opposite sex?

    Re-Gender, based on a licensed international format from Armoza Formats, comes to India after a successful run in Iran and Germany and will be hosted in India by popular television celebrity Ranvijay Singha and his wife. It also features Rithvik Dhanjani, Karan Wahi, Raghu Ram and Bharti Singh.

    Another series Official Chukyagiri is a slice-of-life fiction web series that is an emotionally charged yet humorous take on life in corporate India viewed through the eyes of an intern.

    Speaking about the content strategy, Arre founder and managing director B. Saikumar said, “We wanted to launch Arré with a differentiated property, one that was entertaining, contextual and clutter-breaking. I am happy that A.I.SHA was the right show to launch with, since the viewer response has been overwhelming and it has set a good benchmark for our upcoming shows. We’re excited about Season 2 and hopefully will pack in enough thrills and chills for our viewers.”

    Third series, Abbas-Mastan is a show about two peace loving terrorists who are also movie buffs. Also producer of A.I.SHA, Raghu Ram, Founder of Monozygotic announced the launch of the show’s season two.

  • Arré to launch ‘Re-Gender’, ‘Official Chukyagiri’ & ‘Abbas-Mastan’

    Arré to launch ‘Re-Gender’, ‘Official Chukyagiri’ & ‘Abbas-Mastan’

    MUMBAI: UDigital’s digital media brand, Arré has been in the news for its bold content after announcing its first digital reality series based on social experiment Ho Ja Re- Gender. The ten months old brand is all set to take entertainment level a notch higher with its two more series Official Chukyagiri and Abbas-Mastan.

    Co-founded by Ronnie Screwvala, B. Saikumar and Ajay Chacko in October 2015, the platform saw the exit of Screwvala in April 2016. The other two founders viz. B. Saikumar, Ajay Chacko along with Enam group acquired the residual stake held by Unilazer Ventures and Screwvala.

    Ho Ja Re-Gender has 20 episodes with the first episode to go on- air from July 23. It is the series is India’s first digital reality series based on a social experiment where six young people find out what it’s like to be the opposite sex. Three men and women will undergo the experience of a lifetime by transforming themselves into the opposite gender. Complete with prosthetics, makeup and clothes, they will role play the other gender through various everyday tasks and special missions inside and outside the house they live in.

    The series is about understanding what it truly means to be male or female in our times and what better way to understand it than becoming the opposite sex?

    Re-Gender, based on a licensed international format from Armoza Formats, comes to India after a successful run in Iran and Germany and will be hosted in India by popular television celebrity Ranvijay Singha and his wife. It also features Rithvik Dhanjani, Karan Wahi, Raghu Ram and Bharti Singh.

    Another series Official Chukyagiri is a slice-of-life fiction web series that is an emotionally charged yet humorous take on life in corporate India viewed through the eyes of an intern.

    Speaking about the content strategy, Arre founder and managing director B. Saikumar said, “We wanted to launch Arré with a differentiated property, one that was entertaining, contextual and clutter-breaking. I am happy that A.I.SHA was the right show to launch with, since the viewer response has been overwhelming and it has set a good benchmark for our upcoming shows. We’re excited about Season 2 and hopefully will pack in enough thrills and chills for our viewers.”

    Third series, Abbas-Mastan is a show about two peace loving terrorists who are also movie buffs. Also producer of A.I.SHA, Raghu Ram, Founder of Monozygotic announced the launch of the show’s season two.

  • Arre to launch new series ‘A.I.SHA – My Virtual Girlfriend’

    Arre to launch new series ‘A.I.SHA – My Virtual Girlfriend’

    MUMBAI: Arre, the digital media brand co-founded by Ronnie Screwvala, B. Saikumar and Ajay Chacko will premiere a new sci-fi thriller series titled A.I.SHA – My Virtual Girlfriend. The platform has associated with Gillette Flexball for the series which will release on 9 April 2016.

    The web series is the story of a relationship between a man and woman…only, the woman is the first-of-its-kind Artificial Intelligence Simulated Humanoid Assistant (A.I.SHA), created by the show’s protagonist, Sam.

    Tech geek and coder Sameer Luthra (Sam) is frustrated with life and his soul-sucking boss (Sid, played by Raghu Ram). A.I.SHA, his secret project, is what keeps him going. A.I.SHA is the best thing that ever happened to Sam. A.I.SHA is beautiful, A.I.SHA is smart. A.I.SHA is also crazy. Can A.I.SHA redeem or ruin Sam’s life? Do we truly understand the power of Artificial Intelligence (AI)? What if AI was to become self-aware? Is it man and machine or man versus machine?

    Produced by Raghu Ram and Rajiv Laxman through their first production venture, Monozygotic, Ram will also be seen playing a pivotal role in the show. “I’m very excited to step into creating fiction for the first time in my career with A.I.SHA. With the arrival of a new-age digital media destination like Arré, there is a scope for telling fresh, new, and edgy stories for young people that’ll never be told on TV. I hope the new viewers like what we’ve worked so hard to create,” said Ram.

    Commenting on the association and the initiative, Gillette India country marketing manager Karthik Srivatsan said, “Gillette is extremely proud to collaborate with Arré in launching, A.I.SHA, India’s first digital sci-fi thriller web series. The partnership resonates the core belief at the heart of Arré and Gillette. While Gillette’s core philosophy has always been to innovate, to serve evolving consumer needs, Arré has come up with this modern-age content destination in line with evolving viewership patterns. While, with the recent launch of Gillette FlexBall, Gillette has rebuilt the modern man’s shaving with the revolutionary FlexBall technology that has been specifically engineered to provide a three dimensional motion for the ultimate shaving experience, A.I.SHA is the first-of-its-kind clutter-breaking online series, which we are sure will keep the audience glued.”

    To bring technical authenticity, the series has also partnered with Palo Alto Networks, the next-generation security company,as the cyber security advisers and Dell as the technology partner.

    Watch the trailer of the web series:

    A.I.SHA #MyVirtualGirlfriend Trailer | An Arre Original Web Se…

    Sam is a 26-year-old app developer, a loner and a loser, until he creates the most beautiful app of his life. His revenge on his bullying boss, Sid, is his magnum opus – A.I.SHA. But all is not perfect with his perfect creation. What happens when the app gets a mind of her own? Sam can run, but can he hide from his Virtual Girlfriend? #MyVirtualGirlfriend

    Posted by Arre on Tuesday, April 5, 2016

  • Arre to launch new series ‘A.I.SHA – My Virtual Girlfriend’

    Arre to launch new series ‘A.I.SHA – My Virtual Girlfriend’

    MUMBAI: Arre, the digital media brand co-founded by Ronnie Screwvala, B. Saikumar and Ajay Chacko will premiere a new sci-fi thriller series titled A.I.SHA – My Virtual Girlfriend. The platform has associated with Gillette Flexball for the series which will release on 9 April 2016.

    The web series is the story of a relationship between a man and woman…only, the woman is the first-of-its-kind Artificial Intelligence Simulated Humanoid Assistant (A.I.SHA), created by the show’s protagonist, Sam.

    Tech geek and coder Sameer Luthra (Sam) is frustrated with life and his soul-sucking boss (Sid, played by Raghu Ram). A.I.SHA, his secret project, is what keeps him going. A.I.SHA is the best thing that ever happened to Sam. A.I.SHA is beautiful, A.I.SHA is smart. A.I.SHA is also crazy. Can A.I.SHA redeem or ruin Sam’s life? Do we truly understand the power of Artificial Intelligence (AI)? What if AI was to become self-aware? Is it man and machine or man versus machine?

    Produced by Raghu Ram and Rajiv Laxman through their first production venture, Monozygotic, Ram will also be seen playing a pivotal role in the show. “I’m very excited to step into creating fiction for the first time in my career with A.I.SHA. With the arrival of a new-age digital media destination like Arré, there is a scope for telling fresh, new, and edgy stories for young people that’ll never be told on TV. I hope the new viewers like what we’ve worked so hard to create,” said Ram.

    Commenting on the association and the initiative, Gillette India country marketing manager Karthik Srivatsan said, “Gillette is extremely proud to collaborate with Arré in launching, A.I.SHA, India’s first digital sci-fi thriller web series. The partnership resonates the core belief at the heart of Arré and Gillette. While Gillette’s core philosophy has always been to innovate, to serve evolving consumer needs, Arré has come up with this modern-age content destination in line with evolving viewership patterns. While, with the recent launch of Gillette FlexBall, Gillette has rebuilt the modern man’s shaving with the revolutionary FlexBall technology that has been specifically engineered to provide a three dimensional motion for the ultimate shaving experience, A.I.SHA is the first-of-its-kind clutter-breaking online series, which we are sure will keep the audience glued.”

    To bring technical authenticity, the series has also partnered with Palo Alto Networks, the next-generation security company,as the cyber security advisers and Dell as the technology partner.

    Watch the trailer of the web series:

    A.I.SHA #MyVirtualGirlfriend Trailer | An Arre Original Web Se…

    Sam is a 26-year-old app developer, a loner and a loser, until he creates the most beautiful app of his life. His revenge on his bullying boss, Sid, is his magnum opus – A.I.SHA. But all is not perfect with his perfect creation. What happens when the app gets a mind of her own? Sam can run, but can he hide from his Virtual Girlfriend? #MyVirtualGirlfriend

    Posted by Arre on Tuesday, April 5, 2016

  • Pepsi ropes in Raghu & Rajiv for Crash the IPL TVC

    Pepsi ropes in Raghu & Rajiv for Crash the IPL TVC

    MUMBAI: Rajiv Laxman and Raghu Ram have garnered a cult following thanks to their histrionics on MTV Roadies. Now global cola giant Pepsi has roped in the terrible twins in a bid to stoke the voting instincts of online video guzzlers in India to help it decide which consumer generated commercials (as part of its Crash the IPL campaign) make the cut and make it on broadcast television. 

     

    The duo has produced a commercial under the umbrella of their production house Monozygotic. The TVC is slated to go on air in the next day or two (on MAX and SIX respectively), though it has already made its debut on YouTube. 

     

    Both Rajiv and Raghu have gained notoriety over the past decade as the very hostile audition hosts of MTV Roadies (which they quit late last year) who bludgeon contestants with their nastiness.  

     

    The Pepsi TVC begins with the producer of a show tearing his hair out about the low audience ratings it is garnering. His team informs him that the ratings have fallen because the brothers have been extremely kind towards the contestants appearing for the auditions. And a flashback follows. Almost every participant sails through the brothers with them telling each one “What the Stress Yaar?” 

     

    In the TVC, the producer then schemes with Rannvijay to help them get their trademark hostility back. He hides their Pepsi while they very sweetly select a contestant. When they discover their Pepsi is missing, they flip their lid and their nastiness erupts again to the delight of the producer and Rannvijay. The TVC ends with the tagline “It’s beeping awesome.”

     

    Speaking to Indiantelevision.com, Laxman says, “When we got a call from Pepsi, we were overwhelmed and decided to be a part of the creative innovation. We decided to play around with our USP and come with something quirky and progressive and that’s how ‘What the stress’ came in.”

     

    Adds Raghu Ram, “We are very excited to partner with Pepsi on the Crash the Pepsi IPL since it is a first of its kind property that empowers viewers to become content creators on both the TV and digital screens.”

    The TVC, which was completely shot in Mumbai has been directed by Bollywood director E Niwas.  “It was made on an extremely shoestring budget as the major departments including the casts, cinematography, music were taken care of by friends who collaborated for free,” says Laxman. “Raghu and I have been in the creative space for more than 20 years and now we want to use our experience to provide creative solutions for brands, which will be interactive and modern and help them develop a strong youth connection. Creativity is evolving every day and as screens start to merge, brands will have to be more innovative and interactive. So I think creative innovations like Crash The IPL have  the potential to become a strong precedent,” he adds.

     

    Speaking about the launch of the new TVC, PepsiCo India Beverages senior director marketing – social Ruchita Jaitley says, “This ad film by Raghu and Rajiv definitely adds more spunk to the campaign and will mobilize consumers to go vote for their favourite ad. We are overwhelmed at the kind of response Crash the Pepsi IPL has seen so far. It has been amazing to see how consumers and fans have taken on the creative challenge and shown their love for the brand. This is an all-important phase for the campaign, as we now hand over the reins to the consumers. India will now decide the next winner of this campaign and we’re keen and excited to see how this will play out.”

  • Esha Deol to join ‘MTV Roadies’ as a judge

    Esha Deol to join ‘MTV Roadies’ as a judge

    MUMBAI: Actor Esha Deol had been looking forward to making her debut for a while now but wanted to be a part of a show which was popular with the youth. MTV Roadies is a cult show followed by millions of youngsters across India. The show is about the ultimate fight to find that hero within you and Esha’s no – nonsense persona combined with her ability to disengage herself from emotional entanglements makes her the perfect fit for the show.

     
    Esha Deol will be seen on the show alongside the original Roadie – Rannvijay Singh who will be back for the twelfth season of the show – MTV Roadies X2. But with Raghu-Rajiv not being a part of the show anymore, as announced by Raghu through Twitter, fans of the show are gearing up for the unexpected this time around.  

     
    Raghu-Rajiv to give MTV Roadies a miss this season

     
    Raghu Ram, the man who has been with MTV Roadies right from its inception will no longer be a part of the show. MTV Roadies, the cult reality show, is a nationwide hunt for the ‘roadie’ – the one who has it in him or her to become a hero. The two heavyweights Raghu-Rajiv were known for cutting down contestants to size with their sharp comments and grueling tasks. The MTV Raodies auditions, which hold the distinction of being one of the most difficult audition rounds for any television show, meant only one thing – impressing Raghu and Rajiv.

     
    Now, with Raghu – Rajiv stepping away from the show, as confirmed by Raghu when he tweeted – “Roadies is happening. I’m not gonna do it, though. I’m done with it. Moved on. About time, too.” –  it remains to be seen what MTV is planning for the upcoming MTV Roadies X2, especially with the news of roping in Bollywood actress Esha Deol for the new season. One can only wonder, what other twists and turns are in store for viewers as MTV Raodies X2 gears up for an all new ride without these two!

     

    Olympic medalist Vijender Singh to be a judge on MTV Roadies X2

     

    MTV Roadies X2 – the twelfth season of the cult reality show is set to become the most awesome season until today as Olympic bronze medalist who wowed the world with his powerful punch, boxer Vijender Singh Beniwal is all set to make his small screen debut as a judge on the show. Vijender Singh, the boxing champion has many an accolade to his name including various metals at Commonwealth and Asian Games. Earlier this year, Vijender also tasted success in his maiden venture as  a Bollywood actor with the film Fugly.

     

    On MTV Roadies X2, Vijender will join the original Roadie Rannvijay Singh and Bollywood actress Esha Deol as a judge on the show. Being from an athletic background, his focus on fitness and discipline is sure to come in handy as he takes on this new role. His habit of putting his heart and soul into beating the odds is what the viewers can look forward to as he is sure to bring a lot of passion and true sense of camaraderie into the show.

     

    Sexy vampire Karan Kundra to feature as judge on MTV Roadies X2

     

    Karan Kundra’s stint as a vampire with MTV Fanaah proved to strengthen his follower base to an extent that now he will be seen on MTV Roadies as a judge alongside the original roadie Rannvijay Singh and Bollywood actress Esha Deol. The extremely handsome Karan, known mainly for his Casanova roles and gorgeous looks will make a stylish addition to the MTV Roadies team.

     

    His boyish charm and mischievous smile are sure to set hearts racing across the nation as he mounts his bike to ride off into the world of MTV Roadies X2. His quick wit and smart way of thinking is sure to come to his aid as he takes on this new role. There’s no doubt that this season, MTV Roadies is sure to add a lot more women to its fan base!

     

  • Kolkata’s production house debuts in Bollywood with ‘Vartak Nagar’

    Kolkata’s production house debuts in Bollywood with ‘Vartak Nagar’

    MUMBAI: Kolkata’s homegrown production house Adarsh Telemedia with Dione Entertainment has teamed up with Bollywood director Kunal Kohli to produce their maiden Bollywood venture, Vartak Nagar- The Story Of Four Crows.

     

    Directed by debutant Atul Taishete, Vartak Nagar stars Jimmy Sheirgill as a powerful underworld don and the MTV Roadies famed Raghu Ram as a mill union leader in the central roles.

     

    Talking about the movie, producer Amit Agarwal said, “The film is a gritty hard hitting film and for Kunal too this has been a step away from the romantic films that he is usually associated with. We were hunting for a film that mixed content with entertainment and as a story had a unique universal appeal.”

     

    “We are currently locking down on more Bollywood films as well and what we can promise is that each one of our future projects will be as content driven, as exciting and will be as universally appealing as Vartak Nagar,” he added.

     

    Set against the Great Bombay Mill Strike and the gangster era of the 1980’s, the film deals with the lives of four lower middle class school going friends and their lives as impacted by the strike, their loss of innocence and their journey which takes them through the highs of friendship, the lows of betrayal and eventually redemption.

  • Raghu-Rajiv and Ravi Luthria team up for new venture ‘Monozygotic’

    Raghu-Rajiv and Ravi Luthria team up for new venture ‘Monozygotic’

    MUMBAI: Days after Rajiv Lakshman quit his as COO of Coloscem, he has announced a new venture with his twin brother Raghu Ram. The duo has come together with Ravi Luthra, a marketing veteran to start a new content and communications hub – Monozygotic. This new startup will mainly focus on content creation across various avenues of media from TV to digital to on-ground.

     

    Speaking about their new venture, Monozygotic co founder and managing zygote Rajiv said, “There has been a tectonic shift in the consumption of media in the past decade and it is critical for any brand manager to not only figure the right media mix but also the right communication for a specific media. This is where Monozygotic steps in with our cumulative experience in building enduring, genre defining brands like Roadies, Splitsvilla and Masterchef India”.

     

    “We have had the opportunity of multifunctional experience in content, both behind the scenes and facing the camera. The experience has helped us not only to understand the business of content but has also to develop a deep insight into audience psyche. I believe Monozygotic will be able to bridge the need gap, catering to audience and advertisers with equal ease. We have been contemplating this venture for a while now. I view Monozygotic as a natural progression in our respective careers”, added Monozygotic co founder and managing zygote Raghu.

     

    While majority of people know them as the face of the cult show Roadies, the dynamic duo Raghu Ram and Rajiv Lakshman, with experience of more than two decades have also been responsible for creating a number of other enduring, genre defining television shows such as Splitsvilla and instrumental in the launch and success of Masterchef India. They have also broken new ground in the digital content space with Roadies Battleground and Jack & Jones Hitched. Ravi Luthra, with 15 years experience, has also made a mark in the industry with companies like Marico Industries, Visa, Star TV, MTV and Sony Entertainment Television among others.

     

     “The twins are masters at content creation and community building. Monozygotic aims to create clutter-breaking content catering to a wide array of audiences and marketers. The duo has a keen understanding of the audience which we plan to leverage with a focus on new media, the future of content consumption.  Unfortunately, a huge gap exists in this space in the connect between brands and consumers. Herein lies a great opportunity to create innovative and customised market driven content that is both sharable and sustainable” said Monozygotic chief executive zygote Ravi Luthria.

     

    Monozygotic has already started working with some established brands on new, exciting projects.

  • INS launches Spotlight and web show with Rannvijay

    INS launches Spotlight and web show with Rannvijay

    MUMBAI: Integrated Network Solutions (INS), a division of Viacom18 Pvt. Ltd, launches its third vertical – SPOTLIGHT, with an idea of creating an ‘INStant Connect’ for brands, celebrities and audiences. With an array of 30 plus celebrities on board; brands will now have an opportunity to leverage the glamour quotient, to seed customized branded content. After launching LIVE Viacom18 and BE Viacom18 last year, INS now completes the circle of offering brands a 3600 multi-dimensional marketing solution with SPOTLIGHT creating endless opportunities for brands to connect with millions of consumers.

     

    SPOTLIGHT has already a strong roaster of more than 30 celebrities (like Raghu Ram, Amrita Rao, Sherlyn Chopra, Diana Hayden, Manoj Bajpayee to name a few)

     

    SPOTLIGHT, in collaboration with Colosceum Media & One Digital Entertainment, has announced an interesting concept in the form of a 16 part web series called ‘JACK&JONES HITCHED’. A first of its kind show, it will give audiences an opportunity to be a part of the celebrations as MTV VJ Rannvijay gears up for his big fat Punjabi wedding.

     

    Commenting on this power-packed concept, Mr. Jaideep Singh, Sr. Vice President and Business Head – INS, Viacom18 Pvt. Ltd. said, “We’re living in a digital era, and to stay relevant to a constantly evolving audience it is essential for brands to innovate how they communicate and reach out to their consumers. Paying attention to this urgent need, the time was right for us to launch SPOTLIGHT. SPOTLIGHT provides that platform for brands to harness the power of the glamour world through celebrity associations and takes their message further to the audience in a much more engaging manner. Our first property under SPOTLIGHT, JACK&JONES HTCHED will set the tone for more such innovations to come in the future.”

     

    Speaking on the association Mr. Vineet Gautam, Country Head JACK&JONES said “JACK&JONES has always positioned itself in youth space and believed in clutter breaking ideas. It is our constant endeavour to find innovative ways of reaching out to them. JACK&JONES HITCHED is the first of its kind online reality show which will be aired on digital platforms only. The youth today, especially men are spending more time on digital mediums and it’s growing as we speak and this association seems to be a great and innovative way to engage and interact with them. Rannvijay is a youth icon who has dared to be different and inspired many. And that is exactly the brand philosophy of JACK&JONES to be daring, innovative and adventurous but in style. At JACK&JONES we always believe in experimenting and hence this association is a perfect sync at both ends.”

     

    Commenting on the strategic partnership, Mr. Gurpreet Singh, COO of OneDigital Entertainment Pvt. Ltd. said “Being the largest MCN for YouTube in India operating in the original content space for more than a year now, we have developed the skills and capability to understand the digital engagement and user needs. We know the pulse of the user to a large extent and also realize that the viewership behavior is shifting and changing fast. Our promise is to create, innovate and engage users and brands and bring value for both the sides. Colosceum is the market leader in creative content and we feel we have struck a great partnership with them and Viacom 18 for this initiative.”

     

    Speaking on the collaboration, Mr. Rajiv Lakshman, Chief Creative Officer – Colosceum Media said “Colosceum Media is a creative powerhouse, having been key contributors in the creation of many successful & long running television franchises. We’re always looking to pioneer new frontiers of creative expression. We consider digital content as the future, and wanted to leverage the intimacy & engagement value of this platform. Colosceum has a long association with Rannvijay, and are proud to partner with him to create this first-of-its’-kind innovation that gives Rannvijay’s multitude of fans an inside peek into his life as he navigates through this transition. As a friend, I find Rannvijay’s life fascinating, and am excited to be part of a team that gives his fans an access into the method & the madness that is his life.”

     

    The webisodes will start airing from Monday, 31st March, 2014, exclusively on Rannvijay’s YouTube channel, which is managed by SPOTLIGHT. So log on to watch heartthrob Rannvijay live the last of his bachelor days as marries the woman of his dreams on a first of its kind show which can be viewed on PC, Tab and Mobile on www.youtube.com/rannvijayofficial , www.zengatv.com/rannvijay and other digital platforms.

  • ‘Roadies XI’ is back with a bang

    ‘Roadies XI’ is back with a bang

    MUMBAI: The mother of all reality shows – MTV Hero Roadies – is back with Season XI which promises to be one heck of a roller coaster ride.

     

    With the tagline ‘Ride for Respect’, the new season is slated to hit TV screens on Saturday, 25 January at 7pm. The adventure will see seven boys and seven girls bike riding from desert to desert, starting with Sun City Jodhpur and culminating in the Rann of Kutch. Leading the pack will be the winner of season I of MTV Roadies, Rannvijay Singh and MTV Roadies producer, Raghu Ram.

     

    Hero continues to be the title sponsor for the show. Whereas, the channel has roped in nine associate sponsors on-board including brands like CEAT, Mountain Dew, Spraymintt mouth freshener, Karbonn tablets among others.

     

    Significantly, the new edition of MTV Roadies is all about performance sans the vote outs and group politics. So, all 14 contestants will have to prove their mettle through challenging tasks and only their track record through the show journey will get them closer to winning the title.

     

    “Every year, we try to conceptualise the theme of the show around a trending youth sentiment. It is not just about the show, audiences connect with the Roadies’ spirit of never backing down, perseverance and standing tall against all odds. We are pushing the envelope further this year by making the central theme all about the Roadies’ spirit and confidence,” says MTV India head marketing and insights Sumeli Chatterji. “So, while competition will be more intense and tasks will be more challenging; there will be no vote outs and no group politics. Every candidate will have an equal chance to show his or her mettle and win.”

     

    The reason for going ahead with the no vote-out format, producer and judge Raghu Ram says that it is just to be fair. “In the past, many have complained that deserving contestants are voted out. While for me vote out is an interesting situation, we have been blamed for encouraging politics and thus we have done away with the vote out system altogether.”

     

    But it doesn’t mean there won’t be any eliminations – a lot of other things will be introduced to make the show interesting and unpredictable.

     

    Says MTV India EVP and business head Aditya Swamy: “This year on Roadies, we have seven boys and seven girls and they will have an absolutely equal chance in the Ride for Respect. Fresh twists in the format have made Roadies India’s longest-running reality show and this year’s format breaker ensures survival only of the fittest.”

     

    Raghu, who usually gives goosebumps to the contestants with his stringent remarks, thinks that the reason behind the year after year success of the game is the love of the audience and the sheer belief that the show is a life changer for many. He remarks: “The show has made adventure and bikes a household name in India. The ten years have seen over five million hopefuls, grueling auditions, tough tasks and deserving winners. The new edition is all geared up to introduce an absolutely new avatar to everyone. What I can promise you is a triple dose of thrill, action and a lot more drama.”

     

    However, when quizzed about the flak the show has got in the past for the use of abusive language, Raghu shots back and says: “I think much has been spoken about the language and it is time people should get over it. Language is not a problem because it is a reality show. Still, this year I have tried to make sure that there is no abusive language used from my end and the focus transforms to that instead of the other things in the show.” 

     

    Apart from auditions in Mumbai, Delhi, Chandigarh and Pune, this year, the channel also tapped Hyderabad and Kolkata. Also, an all-India audition was conducted online.

     

    Marketing and promotion

     

    This year, the strategy is not only about driving reach across the target audience but also engaging with consumers across various touch points.

     

    A college connect program targeted at over 200 colleges sees Raghu and Rannvijay visiting the colleges and integrating with college festivals and college bike rallies across cities. “Our attempt is to integrate Roadies with city-specific events like Marathon in Pune, partnerships with malls, hangouts and clubs,” says Chatterji.

     

    The channel is reaching out to over 150 power towns across UP and Gujarat through several BTL activations.

     

    Roadies is active on social media as well with nearly 20 million visitors on its micro-site and around 7.8 million fans on Facebook. According to Chatterji, the last season clocked 65 million views online and was the most subscribed YouTube channel for a TV show.

     

    Season XI will be consumed by fans through TV episodes, web episodes, on-ground events and Roadies’ branded merchandise including sunglasses, shoes and bags.

     

    Besides, the brain behind the show, Raghu, has penned a memoir of his over-a-decade-long journey titled Rearview: My Roadies Journey, which explores the bright and not-so-bright side of this ride. Launched in Bangalore recently, the autobiography is available at Crosswords bookstores.

     

    Verdict

     

    All said, with so many youth-oriented shows from the same channel, what makes Roadies the brand it is? “This is a journey where the underdog can emerge a winner if he survives the game. This series generates intense emotions, not only from the participants and judges but also from the audience. The eliminations, tasks, contestants are always a topic of debate. You can love it, or hate it… but the youth can never ignore Roadies. This drives the social buzz and fan following,” says Chatterji.

     

    However, a media planner says: “There are a lot of youth reality shows on Indian television today. No doubt, Roadies has gained popularity over the years but people now want to see some fresh shows. Though, it’s a good property for advertisers to invest in as the show has a brand value. Having said that, it’s not really going to grab enough eyeballs as the choice of the youngsters has evolved and they would like to watch something new rather than run-of-the-mill stuff.”

     

    However, Raghu thinks that the TG identifies with the format. “The show is very young at heart. It explores human emotions very interestingly. It is not about the tasks, not about the vote-outs, but about facing circumstances and adapting to different dynamics.”

     

    Roadies will be competing with shows like Emotional Atyachar: Love, Shaq aur Dhoka on Bindaas and the repeat telecast of Dil Dosti Dance (D3) on Channel V. Media analysts think that the show doesn’t really have a competition as nothing close to the similar format will be on air on the rival channels.