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Tag: Shemaroo Entertainment 

  • Convergence, consolidation & collaboration to fuel growth of cable, broadcast & OTT sectors

    Convergence, consolidation & collaboration to fuel growth of cable, broadcast & OTT sectors

    MUMBAI: In 2019, the Indian cable, broadcast and OTT industry witnessed many fundamental changes from digital dynamics to behavioural change of broadcasters moving from B2B to B2C model to industry stakeholders adjusting to the new tariff order (NTO). Indiantelevision.com’s VBS 2019 provided a platform to the industry experts to discuss and address the key issues faced them. Industry doyens revealed that convergence, consolidation and collaboration are the three 'C's to fuel the growth of the industry.

    VBS 2019’s panel discussions on ‘Transforming the sector to fuel growth’ included Elara Capital VP-research analyst Karan Taurani, Shemaroo Entertainment chief operating officer Kranti Gada, BBC Global News South Asia distribution head Sunil Joshi, PwC India partner and leader- media, entertainment Raman Kalra along with moderator SBICAP Securities equity research head Rajiv Sharma.

    Sharma set the tone of the discussion by briefing the audience on the major issues faced by the industry's stakeholders like cable, DTH, broadcasters, OTT, consumers and regulators in 2019.

    Kalra said, “We have been talking about convergence for a very long time and consolidation will keep on happening if we are willing to provide relevancy to the consumer. In the entertainment media space it is important to find a model which is relevant at scale. But how do you make relevant at scale? The relevancy for scale will trigger the consolidation because it leverages number on the financial statements and on the balance sheets of the company. It brings about so many synergies to the business models to run profitable, long term and sustainable business.”

    Taurani shared his view on consolidation in the cable space. He said, “Firstly it is important to highlight that business dynamics are changing completely. Broadcasters have been used to the B2B model since inception but now we are moving to B2C kind of a model. Basically everyone is well aware that if we really want to move to next level on digital, scalability is a very big factor and OTT platforms just offering about 10, 15, 20 movies will not help. So, to achieve that scale we need to invest in content. Apart from driving the partnership with other DTH cos or MSOs, achieving the scale on the digital part is needed. So I think it would take some more for them to understand the market and move to the next level.”

    Gada believes it is a great time for the media industry. With the emergence of OTT, the industry has added one and a half hours of screen time on digital front along with the television screen. Therefore the engagement of the end consumer with the content or with media or films has increased multifold.

    Gada says, “With deep-pocketed players cost goes haywire because short-term profitability is not their outlook, maybe their content is not their mainstay investment. It is sometimes just for consumer stickiness."

    Joshi said that convergence is the mantra of the day. “We have broadcasters, DTH, cable, OTT, consumers and a regulator who are the stakeholders of the value chain. If we look at post NTO and market dynamics, OTT is being discussed so widely because of its crispness and on-point approach to the consumers. Most of the broadcasters have direct consumer reach on their OTT to take care of and keep the stickiness on the linear also both compliments.”

    “Going forward, television needs to learn from OTT on what is been offered. So that on a quality level, both competes and at the operational level both collaborate. We have seen the collaboration of distribution platform and OTT because of their synergy and potential to exploit the potential consumers. Though they are competing at some level they are collaborating as well,” added Joshi.

    The panellists also elaborated on the digital monetisation model. They believe that there are three ways to monetise on digital platforms. The first is the business model, second is consumer centricity and third is the experience. Consumer centricity focuses on investing in knowing consumers. The second point of experience focuses on delivering the right experience. With respect to the business model, one has to experiment with multiple business models.

    The panellists also dwelled on the importance of the subscription model as AVOD does not lead to profitability because of the delivery cost, customer acquisition cost etc.  

    Stating an example of TataSky's binge initiative, Gada urged MSOs to become digital distributors and come up with aggregated and discounted offering for the consumer and make it convenient for those who are struggling with five to eight OTT apps. Gada asked MSOs to apply similar principles they used to offer TV channels to come up with bouquets of digital channels.

    The panel also highlighted the surge in term of telcos spending towards OTT. The new emerging game-changers today are e-commerce, smart TV and VMC.

    Sixty per cent of the money on digital advertising spent between Facebook and Google network. But now that is changing and the share is moving more towards OTT. The panel discussion ended on a positive note expecting that share of digital advertising will be 20-30 per cent whereas video advertising will be 40 per cent plus.

  • Shemaroo Filmi Gaane hits the record-breaking mark of 30million subscriber base

    Shemaroo Filmi Gaane hits the record-breaking mark of 30million subscriber base

    MUMBAI: Another feather added to the cap of India’s leading content powerhouse Shemaroo Entertainment. Its leading YouTube channel Shemaroo Filmi Gaane hits an outstanding mark of 30 million subscriber base. Shemaroo Filmi Gaane YouTube channel is the 5th most subscribed channel in India and receives massive views of 18 million a day with 8 million unique users daily. To ring in the celebration, Shemaroo has planned a series of activities, one of them is a special bonanza marathon of live streaming Hindi film songs right from the golden era to the new millennium of 2000s. The YouTube channel is a delight for every Hindi music lover and is the one-stop destination for classic Bollywood melodies for many Bollywood music ardent followers across the globe. The YouTube channel also sees a regular consumption of 50 million minutes every day and this has been made possible by a rich library of timeless melodious songs, expert curation and creation of the genres of music that is packaged and presented for every mood of the listener, these playlists perfectly satiates the melodious Bollywood songs cravings of all Hindi music lovers.

    The marathon of live streamed songs is certainly a delight for the subscribers and will be promoted across different platforms under #30MFilmiGaaneClub. These songs will be played across a period of 3 days where the viewers will be engaged through trivias and thrilling contests that promise exciting goodies at the end. Its content appeals to the young and old alike, and the audience base is spread across multiple geographies like India, USA, UAE, Canada, Australia and more reaching 91 million unique users monthly.

    Shemaroo operates multiple YouTube channels that have seen high engagement levels from audiences worldwide. Ranked among the top 40 channels in the world, Shemaroo Filmi Gaane is one of the most viewed YouTube channels and over the years the channel has seen a humungous growth in subscribers. Each playlist is specially curated and crafted taking into consideration the engagement and preferences of listeners. The initiative #FilmiGaaneAntakshari has also been recognised in the prestigious ‘Limca Book of World Records’ for their longest running Antakshari campaign, where viewers were engaged Antakshri game on Twitter. #FilmiGaaneAntakshari was a first-of-its-kind digital campaign that ran on Twitter for seven continuous days adding up to a total of 168 hours. This also broke the record for “Most Tweets in a Day” with a figure of 34,949 tweets.

    As one of the early adopters of YouTube, they were amongst the first few players in India to sign up with YouTube in the year 2009. Started in 2010, Shemaroo Filmi Gaane has been an instant hit and has been popular amongst people. It offers a varied range of more than 5,000 songs from super-hit Bollywood movies. The content on the channel fits all age groups and is a treat for every music lover and Bollywood buff. Shemaroo Entertainment’s Filmi Gaane channel has come a long way and it aims to strengthen the audience base with a promise to entertain all.

  • Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning

    Shemaroo Entertainment’s guerrilla marketing ad lives up to its ‘masala entertainer’ positioning

    MUMBAI: Ogilvy Mumbai makes the most of Society Tea’s brand new campaign and proves that it is indeed ‘masaledar’ even when it comes to its advertising strategies. Society Tea has launched a new campaign ‘Masala Nahi Toh Mazaa Nahi’, which revolves around every Indian’s love for cinema and chai.

    With its latest masala tea TVC, Society Tea beautifully balances the emotions between our country’s two favourites — cinema and chai. And what better way to do it than the quintessential ‘Dadi Ma Ki Masala Chai’. The campaign is a 360-degree campaign with presence across digital, outdoor, print and television.

    Riding on the strategy of this campaign, Shemaroo Entertainment tactically took over a Society Tea outdoor in Mumbai with a guerrilla campaign. The Shemaroo outdoor ad goes on to agree with Society Tea outdoor to say,‘Toh masala chai ke saath ek masala movie ho jaye?’.

    Shemaroo being a multi-genre content provider brings alive the desi way of ‘unwind and chill’ for its viewers through their pure masala content. They promise to deliver masaledar joy to their viewers in whatever way they seek. Shemaroo claims to know the content that truly brings cheer and joy to Indians anywhere in the world. It brings entertainment – with a generous dose of Indian tadka.

    While the Society Tea ad reveals the perfect recipe of Indian Cinema along with the recipe for the perfect masala chai, Shemaroo gives it a nod of agreement and invites audiences to watch Shemaroo’s Indian cinema content.

    Shemaroo as a brand believes that nothing adds flavour to Indian entertainment like the masaledar movies filled with over the top action sequences, drama, dance numbers and quirky dialogues. Just the recipe for perfect masaledar Indian cinema with a cup of masala chai served on the side.

  • Shemaroo hopes to grow at 38% CAGR over the next few years

    Shemaroo hopes to grow at 38% CAGR over the next few years

    MUMBAI: For the last three-four quarters, Shemaroo Entertainment Ltd has been guiding for softer margins due to investments in multiple initiatives. Among other initiatives, the new streaming service ShemarooMe and device business have also left an overall impact due to the higher investment. However, the company hopes to reap benefit from the new initiatives both in terms of margin and top-line. Despite some cyclical issues, the company hopes to grow at 38 per cent CAGR or higher over the next few years.

    “If you see even for this quarter, the people expenses are up by about 40 per cent. Other expenses are up by 50 per cent. So, there is a certain investment that is being done. There are certain cyclical aspects, how long they will last? We do not know. So, it is very difficult for me to guide for the rest of the year because the economy is in a certain state,” Shemaroo Entertainment CEO Hiren Gada commented in an earnings call after Q1 FY 19 results.

    But he also noted that over the last several decades of being in business, they have seen many cycles which have been regarded as opportunities to actually build longer-lasting and better return businesses.

    While new media growth also slowed down to 25 per cent from 35 per cent, the telecom segment contributed 40 to 45 per cent to the overall revenue and the rest of the contribution was equally split between YouTube and syndication having 27 to 30 per cent. Though YouTube and syndication both continue to grow more or less equally fast, Gada hopes that over the next few quarters, ShemarooMe also will kick-in in terms of monetisation and revenue.

    “Telco piece is now in a phase where that business is transitioning from a feature phone product to the smartphone; the market itself is transitioning from feature phone to smartphone. So, that is the whole aspect of that business. So, that business in a way you can say will be shrinking over the next few quarters,” Gada added.

    Despite overall growth in the YouTube segment, the growth in revenue has been significantly lower compared to viewership growth as the realisations on a CPM basis, the ad rate basis continue to fall.

    “So, this quarter, definitely YouTube has at least grown or come back into the growth trajectory or rather, I would say remained in the growth trajectory which it was towards the end of last year that has continued. So, that is one thing, in terms of the overall growth of digital media, I think one is that the base is now significantly higher. So, definitely that base effect is bound to kick in. That is one reason for the slowdown,” Gada added.

    Shemaroo recently launched its over-the-top platform ShemarooMe in a market where more than 30 players are trying to win over consumers. Rather than creating web series or acquiring the latest and greatest movie blockbusters, Shemaroo has focused on segmenting the audience based on consumer needs.

  • Shemaroo Entertainment brings devotees closer to Lalbaugcha Raja

    Shemaroo Entertainment brings devotees closer to Lalbaugcha Raja

    Mumbai: Shemaroo Entertainment Limited, India’s leading content powerhouse, has acquired rights for the live feed of one of the most popular Ganpati Mandals of Maharashtra-“LALBAUGCHA RAJA” for Mobile apps, Internet and DTH platforms. LIVE Darshan of Lalbaugcha Raja will be available on Shemaroo Bhakti app & other platforms from 2nd Sept 2019 onwards. Shemaroo Entertainment will distribute content of Lalbaugcha Raja (video and images) to all leading telecom operators across the country.

    Consumers will now be able to enjoy Live Darshan & Maha Aarti of Lord Ganesha on their mobile and TV sets. It will be available on Shemaroo’s Hindu devotional app ‘Shemaroo Bhakti’. Simply give a missed call on 8824022011 to download the app to watch Live Darshan of “Lalbaugcha Raja”. Consumers who wish to enjoy the Live Darshan on their TV will have to subscribe to the devotional service from their DTH Operators. Live Darshan will be available on Airtel – Om Shakti (Service No 674), Tata Sky – Devotion (Service No 1051), Dish – Bhakti Active (Service No 1069) & Videocon Bhakti Active (Service No 481). Shemaroo will also distribute the live feed via some selected mobile app & websites to reach out maximum audience.

    After the immense success of last year’s live streaming, Shemaroo was able to satisfy the desire of millions of viewers and engaged 7 lac devotees with a total view of 2.3 million by making them a part of the biggest devotional moment in their lives. Shemaroo also won the ‘Best Live Streaming’ award for Shemaroo Bhakti Facebook page for the above offering.

    Mr. Hiren Gada, CEO, Shemaroo Entertainment Ltd shared his thoughts on the occasion, “After the overwhelming response and acceptance of previous year’s Live Darshan of Lalbaugcha Raja, we are happy to announce our association again with Ganeshostav Pandal to bring this special service to our viewers. Our endeavour from the past few years has been to create services and properties that reflect the passion of the emergent digital audience. The good news is that technology is helping to bridge the gap between the devotee and the deity, and we are powering this through our strong base in devotional content, technological prowess and strategic tie-ups. Our services will be available on Shemaroo Bhakti app along with our other platforms like DTH & Internet. We look forward to tie-up with more such holy places and bring devotees closer to their faith”.

  • Shemaroo Entertainment enters pre-loaded audio speaker market

    Shemaroo Entertainment enters pre-loaded audio speaker market

    MUMBAI: Shemaroo Entertainment Limited, India’s leading content powerhouse, today announced its entry into the speaker business by launching two pre-loaded content speakers which offers devotional content. “Shemaroo Bhakti Shrimad Bhagavad Gita” and “Shemaroo Bhakti Bhajan Vani” have been launched to cater to the spiritual needs and longings of the consumers.

    Shemaroo has been the one biggest aggregator and creator of devotional content and is already a popular choice for the audiences seeking quality devotional content. The two new speakers are easy to use and offer a varied range of curated content to fulfil the devotional needs of consumers.  Shemaroo’s pre-loaded speakers are a perfect gift for various occasions and for all age groups.

    Shemaroo Bhakti Shrimad Bhagavad Gita

    The Shemaroo Bhakti Shrimad Bhagavad Gita, audiobook replicates the sacred scripture of Shrimad Bhagavad Gita. It comes pre-loaded with all the 18 chapters and 700 verses with the option to choose from three languages – Hindi, Sanskrit, and English. Shrimad Bhagavad Gita comes with an inbuilt life lessons on Love, Happiness, Leadership and many more that it offers. This feature is sure to bring the listeners closer to their inner self and make them calmer and more composed for a better work-life balance. Legendary artists like Suresh Wadkar, Roop Kumar Rathod & Sanj V have lent their serene voices for the verses. The device also comes along with 100 Lord Krishna bhajans in addition to the Bhagavad Geeta content. This speaker comes with a Bluetooth connectivity with an easy to use and full on functionality remote control device that gives access to an array of offerings. The device has a long battery life that runs up to 10 hours of backup, and offers superior sound powered by 6 watts speakers. This speaker can be availed at a price of Rs.4449/-.

    Shemaroo Bhakti Bhajan Vaani

    The Shemaroo Bhakti Bhajan Vaani is an aesthetically appealing speaker that is high on functionality and offers a specially curated collection of over 1000 Bhajans, Jaaps, Aartis, Mantras and Stotras. The content list has a varied collection of songs sung by popular devotional singers like Anup Jalota, Suresh Wadkar, Narendra Chanchal, Anuradha Paudwal etc. The product also offers a varied set of options of Daily Deity list to choose from, depending upon the dedicated day to deities like Sai Baba, Lord Vishnu, Devi Maa, Lord Hanuman, Lord Ram, Lord Krishna, Lord Ganesha, Lord Shiva. It also comes with an easy to use remote with search and play option. Bhajan Vani has a long battery life of 8 hours and comes with an 8 watt battery support available at a price of Rs. 3999/-.

    Commenting on the launch of new devices, Mr. Hiren Gada, CEO, Shemaroo Entertainment Limited, said, “Shemaroo started as a book circulating library 5 decades ago and kept reinventing with time by venturing into home video distribution and digital distribution to offer extraordinary experience to consumers. We are excited to venture into the speaker market that will mark the beginning of a new era. With this new addition in our business portfolio, we are sure to make these speakers a perfect gifting option for all our consumers. We have invested in curating engaging content and are confident that consumers will make this a part of their daily lives.”

    Both the products are currently available on e-commerce portals like Amazon, Flipkart, Tata Cliq & Paytm Mall. Soon, the products will be available across –leading retail outlets and leading retail chains such as Archie’s & Crossword for the consumers to get a first-hand experience.

  • Shemaroo Entertainment presents a 360° video series on Kumbh Mela

    Shemaroo Entertainment presents a 360° video series on Kumbh Mela

    MUMBAI: Shemaroo Entertainment Limited, one of the India’s leading pioneer in the arena of content ownership, aggregation and distribution has curated a 30-Day series on Kumbh Mela capturing every aspect of the world’s largest congregation of Hindu devotees. The company had curated a special section on the “Shemaroo Bhakti App” for the devotees visiting Kumbh Mela this year, which covered the history of Kumbh Mela, the upcoming events, travel & stay options and services available at the Mela for its subscribers. 

    Shemaroo did a 360° video shoot of almost all the prominent places in Kumbh along with important bathing dates. The video shoot got its due recognition by viewers on Shemaroo Bhakti YouTube channel and Shemaroo’s social media platforms. Till now, Shemaroo is the only company to shoot a 5-episode series in a 360- degree documentary format with a voiceover covering various Prominent Gurus, Mauni Amavasya Shahi Snan, Infrastructure at Kumbh and the shots of the famous Hanuman Temple & Ganga Aarti. For best experience viewers should watch the videos through virtual reality glasses. 

    Shemaroo has also released another 30-Day video series, “Kumbh Mela 2019” showcasing sector wise information of various Akhadas, Big Pandals, arrangements made by the government for Kumbh, interviews of the devotees visiting Kumbh, VVIP’s and all the famous Guru’s, Mahant’s and Baba’s. Viewers can see each aspect beautifully captured and all the activities that took place at this year’s Kumbh Mela. Shemaroo is the only company in the industry who has covered a 30-day long series on Kumbh Mela. Each episode is around 25 minutes and gives great insights and stresses on different aspects of Kumbh. This video series went live on various DTH services powered by Shemaroo like Om Shakti on Airtel, Tata Sky Aradhana, Active Bhakti on Dish & Videocon DTH. The series till now has garnered over a million views and counting. Shemaroo Bhakti’s Facebook page has till now managed to reach out to over 1 million devotees through the video series. 

    “Shemaroo Bhakti App” App can be downloaded through Google Play Store or by giving a missed call on 8824022011. Subscribers can also log on to Shemaroo Bhakti’s YouTube channel by clicking on http://bit.ly/2Otyjyl  to see the entire Kumbh Mela video series. 

  • Shemaroo Entertainment’s yedaz collaborates with imagica

    Shemaroo Entertainment’s yedaz collaborates with imagica

    MUMBAI: Shemaroo Entertainment’s licensing and merchandising brand, Yedaz – Bollywood Madness, has associated with India’s favourite theme park, Imagica. Yedaz offers Bollywood fans at Imagica a chance to take home official Bollywood themed merchandise from the stores located inside the theme park.

    Yedaz has a wide array of interesting merchandise that spreads across 15 categories like funky t-shirts with iconic Bollywood dialogues, coffee mugs, coasters, beer mugs and much more. Imagica already is home to Bollywood attractions like Mr. India and House of Stars and Yedaz merchandise is a perfect complement to the overall Bollywood experience.

    Commenting on the association, Smita Maroo, Sr. VP – Licensing & Merchandising, Shemaroo Entertainment Ltd said, “Bollywood dialogues and movies have a special connect with the Indian audiences and now they can own a piece of Bollywood. Our focus at Yedaz is to create fun and quirky official Bollywood merchandise and make it available to every die-hard fan. Our association with Adlabs Imagica will help us reach out to all these Bollywood fans.” 

    Excited on having Yedaz merchandise at Imagica, Dhimant Bakshi, Jt.CEO, says, “Imagica is a completely themed entertainment destination with one of the themes being Bollywood. With an entire ride conceptualized and dedicated to Mr. India the movie and House of Stars – a Bollywood park featuring iconic movie sets, the association with Yedaz is an exciting extension of the Bollywood centric theme in terms of yesteryear movie merchandise offerings. The exquisite merchandise is the perfect memorabilia for our guests to take home along with bagful of memories.”

    Yedaz Merchandise is already up in the stores and customers visiting Imagica can get their hands on their favourite Bollywood product on their next visit. You can now flaunt your Bollywood attitude with Yedaz T-shirts or add a filmy touch to your parties with beer mugs.

  • Shemaroo Entertainment starts OTT journey banking on its popular titles

    Shemaroo Entertainment starts OTT journey banking on its popular titles

    MUMBAI: Content powerhouse Shemaroo Entertainment has taken the OTT dive. The new platform ShemarooMe will have seven distinct categories on offer – Bollywood Classic, Bollywood Plus, Gujarati, Kids, Bhakti, Ibaadat and Punjabi. Rather than focusing on the rat race, Shemaroo perceives the new journey as a “marathon”. The company does not want to overspend or lay a hand on every genre.

    The new OTT platform also provides consumers with the freedom to pick and choose the categories of content and pay for them separately. Individual category plans cost Rs 49 per month and Rs 499 per year while the all-access plan costs Rs 99 per month and Rs 999 per year. However, the platform will work on the freemium model.

    While Shemaroo Entertainment has produced a number of popular Bollywood movies, the company won’t house every title on the new platform. Talking to Indiantelevision.com, Shemaroo Entertainment CEO Hiren Gada said that the titles which don’t fit with the segmentation or serve consumer needs will not be added to the platform.

    Gada said the platform now has access to overall about 2000 films and 1000+ hours of non-film content. Going forward, the content library will be refreshed every week. He also added that the first three months of refresh line up is already in place but the new entrant has no plan to jump on the web-series bandwagon like other OTT platforms.

    “We want to be true to these segments. We neither want to confuse the customers nor shift focus on our efforts and resources. I will rather strengthen the categories I am serving than doing something which is unlike me,” Gada added.

    A mass media campaign will be rolled out across print, television, radio, outdoor for promoting ShemarooMe. Apart from that, digital dominates the marketing plan heavily.

    “Today we have so many users on our digital platforms who are relevant target audience. Someone who is using Filmygane, or any other Shemaroo YouTube channel, is a natural audience for us. So focus will be on how to inform them, invite them and help them transit from there to here. We don’t know how many of them will transit and at what pace that will happen. That’s too new for us,” he commented.

    While there are over 35 OTT platforms in the country, differentiating the new product to attract more consumers is definitely a challenge. Gada said that there is a large fan base that will consume content if it is familiar territory. According to him, there are people looking for new content and an equal amount looking for familiar content. He added that the ability to provide consumers with familiar content is one of the most important propositions of ShemarooMe.

    Gada said that the whole business model of the OTT platform has been developed in way so that it does not put pressure on Shemaroo Entertainment’s overall expenditure. He also said consumer feedback will play a very important role in course correction leading to addition and removal of certain content.

    “Through ShemarooMe, we wish to pamper Indians with great content that can be watched over and over again. Great content needs greater technology. Our content is offered on a state-of-the-art, robust platform, with a roadmap of features to woo our audiences. From live to linear to VOD content, we have all forms of consumption options available. We will be expanding our OTT distribution through strategic partnerships to offer exciting content across multiple platforms catering to the target audience and we do hope this is cherished by our audiences who have supported us for over 55 years,” Shemaroo Entertainment Digital COO Zubin Dubash commented.

  • Shemaroo Entertainment brings new movie series ‘Picture Ki Cheer Phaad’

    Shemaroo Entertainment brings new movie series ‘Picture Ki Cheer Phaad’

    MUMBAI: Content powerhouse Shemaroo Entertainment has begun experimenting with a new format of ‘Roast Cinema’ in association with VKAAO, a joint venture of BookMyShow and PVR Pictures. The new movie series named Picture Ki Cheer Phaad will be released exclusively across PVR theatres in 20 cities in India.

    The new series will see standup comedian Gaurav Kapoor roasting Bollywood movies in his unique style during the first phase of the initiative. On 1 February, the first movie is slated to release. The series will be horror thriller Papi Gudia.

    “Shemaroo has been a close part of Bollywood’s cinematic evolution. With this new series, we aim to showcase the change through a humorous take on Bollywood movies. The quality of content has been in vast contrast with today’s Indian cinema, and Picture Ki Cheer Phaad will reflect the same with an added sense of humor. Our main aim is to entertain the audience, showcasing yesteryear movies in a comic way without hurting anyone’s sentiments. The industry has matured over the years and we hope this is enjoyed alike by the moviemakers and the audience of today who are always in search of innovative content,” Shemaroo Entertainment Ltd CEO Hiren Gada said.

    Talking about the target audience of the show, Gada said although comedy format works for everyone, roast format has been working more in a younger audience. He also added that the youth audience have not even watched some of the movies from 80s or 90s. According to him, this is a funny way to connect to this audience.

    “We have tied up with PRV VKAAO, they have supported us lot with in-theatre trailer placement. Apart from that, we have done marketing on few limited TV channels, digital media. Like I said, this an experiment and I hope this works. At this point, there is a limited release. It’s a national release in 20 cities but we will be releasing it on 40 screens. The marketing is more focused on theatre goer audience in those cities,” Gada commented on the marketing initiative.