Tag: Siddharth Malhotra

Avvatar Protein partners with Spartan

Bengaluru – Avvatar Protein, a subsidiary of Parag Milk Foods Ltd., announced a strategic partnership with Spartan. With over 250 events held annually across more than 40 countries, Spartan inspires over one million participants each year to push beyond their limits. Through this collaboration, Spartan’s endurance challenges will now be introduced to Indian audiences, with the first event set to launch in Bengaluru on 10 November.

This partnership comes at a time when more Indians are prioritising their fitness. According to the International Health, Racquet & Sportsclub Association (IHRSA), India had approximately 3.5 million gym members in 2019, with that number projected to grow at a compound annual growth rate (CAGR) of 9.3 per cent from 2020 to 2024. The activation plan includes a dynamic sampling program across 75 premium gyms and nine outdoor run clubs (three per city) in Bengaluru, Pune, and Noida, directly engaging an estimated 3,000-4,000 fitness enthusiasts.

To amplify this grassroots engagement, Avvatar will collaborate with Spartan influencers, who will create compelling content across various social media platforms. On race day, Avvatar will enjoy prominent visibility through five key branded areas, including the entry gate, start and finish arches, dedicated experience zones, and obstacle areas. This integrated strategy ensures maximum brand exposure, both on the ground and digitally, with content shared across Avvatar’s and the influencers’ social media channels to engage the broader Spartan community.

This partnership is further elevated by the Champs Foundation, founded by former Indian cricketer Sunil Gavaskar, which has brought Spartan to India through PMG. Adding star power to the collaboration is Bollywood actor Siddharth Malhotra as brand ambassador, whose commitment to fitness and personal transformation embodies the spirit of both Spartan and Avvatar.

This partnership represents a perfect alignment of values and vision,” said Parag Milk Foods Ltd executive director Akshali Shah. “Spartan’s commitment to pushing boundaries in endurance sports mirrors Avvatar’s dedication to providing premium nutrition that enables peak performance. Our 100% vegetarian whey protein, packed with nine essential amino acids, is designed to support athletes through every challenge they face – from training to race day. Together with Spartan, we’re not just sponsoring an event; we’re fueling a movement that empowers Indians to achieve their ultimate potential.”

November 11, 2024
Colors Cineplex to air world TV premiere of ‘Yodha’ on 11 August

Mumbai: To celebrate the spirit of freedom and patriotism this Independence Day, Colors Cineplex has announced the world television premiere of Siddharth Malhotra starrer ‘Yodha’ on 11 August at 8 pm. To mark this occasion, the Hindi movie channel is celebrating the Asli Yodha, paying tribute to our nation’s true heroes.

‘Yodha’ conveys a powerful message of bravery and self-sacrifice, and Colors Cineplex’s ‘Asli Yodha’ campaign recognises the immense contributions of those who elevate India on the global stage, showcasing their commitment and patriotism.

To mark this occasion, Colors Cineplex will host Harmanpreet Kaur, captain of the Indian Women’s Cricket team and the only Indian woman cricketer to score over 3,000 runs in both ODIs and T20Is. In the 2017 Women’s World Cup, she scored an unbeaten 171 in the semi-final against Australia, setting the highest individual score by an Indian woman in World Cup history and the highest individual score in the Women’s World Cup. Col. Rajeev Bharwan of the Indian Army, who has demonstrated dedication while commanding the elite infantry and strategic specialised airborne regiment, will also be present. Additionally, Afroz Shah, an environmental activist and lawyer recognised by the United Nations and praised by Indian prime minister Narendra Modi for his work at Versova Beach, will participate. Shah is best known for organising a beach clean-up project, which has inspired global efforts to clean up the environment. Their presence embodies the spirit of heroism celebrated by the ‘Asli Yodha’.

Viacom18 head of the Hindi Movies cluster Rohan Lavsi said, “At Colors Cineplex, we are deeply honoured to celebrate the ‘Asli Yodha’, praising the bravery and dedication of our nation’s true heroes. By inviting remarkable individuals like Harmanpreet Kaur, Col. Rajeev Bharwan, and Afroz Shah, we aim to acknowledge their exceptional impact and patriotism. Our commitment is to showcase inspiring stories that resonate with the values of courage and sacrifice. Through ‘Asli Yodha,’ we honour those who elevate India globally and remind us of the profound effect of selfless service.”

An ‘Asli Yodha’ signifies exceptional dedication and sacrifice. These individuals, whether in defence, sports, or environmental activism, embody the strength and spirit of India, prioritizing their country above personal comforts and often risking their lives for the greater good.

Indian Women’s Cricket team captain Harmanpreet Kaur said, “It is an honour to be recognized as an ‘Asli Yodha’ by Colors Cineplex. Cricket has always been more than a game for me—it’s a way to serve my country and make my fellow Indians proud. I share this recognition with every girl who dreams of wearing the Indian jersey.”

Indian army veteran Col Rajeev Bharwan said, “Being called an ‘Asli Yodha’ is a profound honour. Every soldier in the Indian Army serves with the sole aim of protecting our motherland and ensuring its safety. This recognition is not just mine but belongs to every brave soldier who stands guard at our borders.”

Afroz Shah, environmental activist and lawyer, best known for organising the world’s largest beach clean-up project, said, “Being part of the ‘Asli Yodha’ campaign is a great privilege. Just as our beach clean-ups aim to restore and protect the environment, this campaign celebrates those who have dedicated their lives to serving and uplifting our nation. By highlighting these stories, Colors Cineplex inspires us all to contribute positively and embody the true spirit of bravery and resilience.”

Colors Cineplex is committed to showcasing a diverse range of inspiring content, including successful properties like Hanuman, Bhediya, OMG 2, Rocky Aur Rani Ki Prem Kahani, Drishyam 2, and Tiger Nageswara Rao.

To build awareness, a 360-degree campaign on #AsliYodha is being unleashed across digital platforms, radio, and various social media channels, ensuring an expansive reach and unparalleled engagement.

The first of this series celebrating the #AsliYodha will be available to watch on Colors Cineplex’s YouTube channel.

August 9, 2024
Sony SAB launches ‘Pashminna – Dhaage Mohobbat Ke’, a classic tale of love

Mumbai: Sony SAB, renowned for its purpose-led storytelling with a focus on heartwarming content for the entire family, embarks on an exciting journey with the debut of its latest show, ‘Pashminna – Dhaage Mohobbat Ke’. This captivating series promises to enthrall audiences with its unique plot, set against the picturesque backdrop of Kashmir, unfolding a classic love story between two individuals from diverse walks of life.

‘Pashminna – Dhaage Mohobbat Ke’ showcases Pashminna as a lively girl with an undying spirit as she aspires to craft her own love story. The show presents a fresh and compelling perspective on love, delving into the complexities of relationships amidst the enchanting landscapes of Kashmir. The narrative of Pashmina revolves around the Suris and Kauls, featuring Isha Sharma as Pashminna Suri, Gauri Pradhan as Preeti Suri, and Nishant Malkani as Raghav Kaul, among others.

At the heart of this captivating story is Pashminna, a girl from Kashmir, who is brimming with love, enthusiasm, and positivity. She helps her mother rent her houseboat to tourists visiting Kashmir. Pashminna’s life takes an exciting turn when she crosses paths with Raghav, a successful businessman from Mumbai with contrasting beliefs about love, setting the stage for a clash of ideologies.

Pashminna boasts of an exceptional star cast featuring Hiten Tejwani as Avinash, Raghav’s mentor and a person with a past in Kashmir and Angad Hasija as Paras, Pashminna’s friend, which further adds to this unmissable television experience. As the episodes unfold, the audience will witness a large-screen cinematic experience brought to the television that will keep them hooked to their screens.

Sony SAB business head Neeraj Vyas: “Sony SAB has always been committed to delivering content that tugs at the heartstrings and leaves a lasting impact. Our goal with ‘Pashminna’ is to provide television audience a cinematic experience that is usually associated with the big screen. This show is a testament to our dedication to bringing unique and impactful storytelling to our audience.”

Alchemy Films producer Siddharth Malhotra: “Through this show, we aim to bring back the classic romance of the 80s and 90s, allowing viewers to relive the love stories from the past. ‘Pashminna’ showcases Kashmir in an authentic way and highlights its rich diversity. I’m excited for viewers to join us on this memorable journey with the show.”

Isha Sharma, essaying the role of Pashminna Suri: “Hailing from Himachal Pradesh, I’ve always had a deep affinity for the mountains. Now, with ‘Pashminna,’ I have the privilege of combining my love for mountains with a narrative that holds deep significance to me. Pashminna is a character I deeply resonate with, and I believe audiences will too. She’s a spirited young woman with a dream of writing her own love story, and the backdrop of Kashmir adds an enchanting layer to our narrative. I can’t wait for viewers to embark on this heartfelt journey with us.”

Nishant Malkani, portraying the character of Raghav: “Kashmir has always been a dream location for any artist, and ‘Pashminna’ has given us the opportunity to showcase its grandeur. It feels great to be part of a show on television that has elements of classic romance. Kashmir’s charm is one-of-a-kind, and filming here is truly enriching. The team has put in a lot of effort to make this show a visual treat for the audience.”

Sony SAB’s Pashminna – Mohobbat Dhaage Ke hits your television screens on 25 October airing Monday to Saturday at 7:30 pm.

October 12, 2023
Sony MAX to air world television premiere of ‘Marjaavaan’ on 29 February

MUMBAI: Sony MAX is all set to feature the World Television Premiere of the month – Marjaavaan. The action drama featuring Siddharth Malhotra, Riteish Deshmukh and Tara Sutaria will be showcased on 29th February 2020 at 8PM.

The film revolves around the love story of a local goon, Raghu (Siddharth Malhotra) and Zoya (Tara Sutaria), a mute music teacher whose world is turned upside down due to the villainous acts of Vishnu (Riteish Deshmukh), the son of an infamous gang leader The film takes a series of heart wrenching twists that results in the death of Zoya. Raghu avenges her death while Vishnu continues to destroy everything Raghu lives for.

Speaking about his role as Raghu, Siddharth Malhotra says, "Milap, Me and my team first decided to change the physical aspect of Raghu – trying longer hair, a bandana, the matches, tougher, bigger and broader look including the tattoos of every religion in India. I found it cool and really enjoyed it. I've never done something like this before."

Speaking about her role as a mute Kashmiri Music teacher, Tara Sutaria says, "I spent a couple of months before we started filming to learn the sign language as I wanted it to be 100 percent right. I believe if you're doing something unique like this, you need to do justice to the role. I am really grateful to Milap Sir and to everyone that I could learn this language."

February 20, 2020
Sony MAX to air world television premiere of ‘Marjaavaan’ on 29 February

MUMBAI: Sony MAX is all set to feature the World Television Premiere of the month – Marjaavaan. The action drama featuring Siddharth Malhotra, Riteish Deshmukh and Tara Sutaria will be showcased on 29th February 2020 at 8PM.

The film revolves around the love story of a local goon, Raghu (Siddharth Malhotra) and Zoya (Tara Sutaria), a mute music teacher whose world is turned upside down due to the villainous acts of Vishnu (Riteish Deshmukh), the son of an infamous gang leader The film takes a series of heart wrenching twists that results in the death of Zoya. Raghu avenges her death while Vishnu continues to destroy everything Raghu lives for.

Speaking about his role as Raghu, Siddharth Malhotra says, "Milap, Me and my team first decided to change the physical aspect of Raghu – trying longer hair, a bandana, the matches, tougher, bigger and broader look including the tattoos of every religion in India. I found it cool and really enjoyed it. I've never done something like this before."

Speaking about her role as a mute Kashmiri Music teacher, Tara Sutaria says, "I spent a couple of months before we started filming to learn the sign language as I wanted it to be 100 percent right. I believe if you're doing something unique like this, you need to do justice to the role. I am really grateful to Milap Sir and to everyone that I could learn this language."

February 20, 2020
Watch Akshay Kumar On #PHILIPSHUE #CRICKETLIVE Exclusively On the Star Sports Network This Sunday!

Mumbai: After 45 days of riveting cricket action from the ICC Cricket World Cup 2019, the quest for #CricketKaCrown will see a winner emerge when the host country England go against Blackcaps – New Zealand. The two teams clash in the final at the iconic stadium of Lord’s, London. To make the event bigger than ever, the networks flagship show, Philips Hue Cricket Live will see Khiladi of Bollywood – Akshay Kumar going LIVE from England, 1PM onwards on the Star Sports Network.

Philips Hue Cricket Live has hosted the likes of Ranveer Singh, Parineeti Chopra, Siddharth Malhotra and Hrithik Roshan during this World Cup. Akshay Kumar will be seen discussing his passion for the sport and the mega final on the Star Sports network when England take on New Zealand.

With a dedicated line-up of special programmes beyond live cricket the network on the 14th of July which includes exclusive shows around cricket, cricketers, fans, commentators, stadiums, and more. The ‘Dil se India’ band which is a special programming line-up of shows begins at 8 a.m. with shows such as Philips Hue Cricket Live, Follow the Blues, Game Plan, Match Point and many more. The final match will also feature the bespoke experience of Select Dugout experts as they provide the viewers with a ball-by-ball analysis of this much awaited game.

Taking fans beyond net sessions and giving them exclusive access into the lives of the players to cricketing experts analyzing the much-awaited match and tournament in detail with Akshay Kumar – the ICC Cricket World Cup 2019 finals will be the biggest-ever on Star Sports Network.

Catch all the cricketing action on ICC Cricket World Cup 2019 finals between New Zealand and England on July 14th from 1PM onwards exclusively on Star Sports Network and Hotstar.

Link: https://sendgb.com/Scg0MPRoiv1

July 13, 2019
AI, VR, IoT in focus on day 2 of Goafest

GOA: No media and advertising conference is today complete without a session or at least a passing reference to artificial intelligence, virtual reality, big data or the latest to join the league – internet of things (IoT). Such was also the case at day two of Goafest.

The day began with Kaleidoko digital futurist Jonathan Tavss and transformational strategist Dean Donaldson’s enthralling session. The duo spoke about ideas and new technology and the need for a future of personalisation. Donaldson mentioned that there are 8.3 billion connected devices today which is more than the number of people on the planet. This means there will be 500 billion devices by 2030; which is an average of 60 devices per person. He also noted that brands today latch on to every new technology but hyper-connectivity is equal to over-saturation. Overloaded with choices, consumers have gone from actually consuming to just sampling or scrolling. This is where targeting plays its part and brands need to make a note of that.

Tavss then went on to talk about blockchain for brands and how generation alpha is never going to use cash and they are all going to have an imaginary best friend named Alexa. He also talked about how robots are taking over the world and will become the second biggest purchase for us by 2030 after a home. The duo noted that there is a need for rebirth in media; where rebirth is equal to blockchain + predictive + AI.

The future is going to be about connections between digital and biological. There’s change in the offing like we have never seen before and AI is going to take over. Research says that humans are more likely to chat via text than with humans. Tavss then went on to say that by 2025, we might have a little chip and intel inside our minds and advertising will be “Genomedia”. What does that mean, you ask? Well, it’s when brands will start targeting based on genes and geno-targeted advertising is going to become a reality.

From AI, the session moved to the next hot topic – IoT where SharpEnd Founder Cameron Worth minced no words and spoke about a world where data comes first. He spoke about how his team works on bringing brands and IoT together. “Today, the role of brands is shifting. Brands must respond to the shift in landscape and platforms. New platforms need new specialists”. He concluded the session by stating that brands are adopting tech innovation at scale already and consumers are connected; you should be too.

The day also saw Bollywood actor Siddharth Malhotra reminisce about his most memorable experiences in advertising with ads such as ‘Doodh Doodh’ by Amul, ‘Jalebi’ by Dhara and ‘Girl on the field’ by Cadbury. In his opinion, in-film advertising works brilliantly when done correctly.

Next up was an intense session in an on-air interview style discussion between current union minister of state for the Ministry of Information and Broadcasting (MIB) Rajyavardhan Singh Rathore and Times Now managing editor of politics Navika Kumar. The session focussed on whether brand Modi was still strong enough for the upcoming 2019 elections. From scams to unemployment and economic growth to sports, a wide spectrum of topics was discussed and debated upon that may impact the 2019 union elections.

Rathore, being from a sports background, shared an experience of how China leads in supporting sporting centres. He said that in India, parents never visit the PT teacher when they go for parent-teacher meetings when in fact it is this person who teaches children valuable life lessons about not giving up and teamwork.

April 7, 2018
Pepe Jeans launches India centric ad with Siddharth Malhotra

MUMBAI: Ever since it stepped foot on Indian soil, Pepe Jeans has been a popular choice among youngsters looking for denim. Founded in 1973 in London by three Indian brothers (Arun, Nitin and Milan Shah), the brand today has its footprints across the globe.

India is among the top three countries globally for Pepe in terms of business along with Spain and Germany. When Kavindra Mishra joined Pepe Jeans in 2013 as MD, the company’s net sales stood at a mere Rs 180 crore but with his marketing and strategic expertise, Pepe has grown exponentially and its net sales as of 2017 stood at an astounding Rs 1000 crore.

Now, Pepe Jeans has signed Bollywood actor Siddharth Malhotra as its first ever Indian brand ambassador. The brand has created an India centric campaign with the actor called, Spring Summer 18 campaign #MadeToCreate. The campaign is all about acting on your passion to create art and bring to life something remarkable that is driven by creative expression.

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The thought behind launching India’s first campaign for Pepe is in sync with the brand’s gaining popularity among youth and adults. Created by Pepe Jeans’ in-house team in collaboration with the company’s global agency Spring Studios, the campaign idea was planned around eight to nine months ago.

The brand that traditionally resorts to print/magazine and OOH for its marketing has created three digital movies to connect with gen-Y. Mishra says, “We haven’t done much advertising and marketing so far but that will change with this new campaign.” The brand will be ignoring TV as its core TG is always on digital and hence the brand will double its investment on digital platforms, in-cinema and OOH. Pepe will also conduct mall activations and tie ups with metro stations to advertise the new campaign.

The denim manufacturer will roll out another campaign in the second half of 2018, with Polish model Hanna Juzon.

Malhotra joins a star-studded global line-up including Ashton Kutcher, Cristiano Ronaldo, Kate Moss, Sienna Miller and Cara Delevinge, all of whom have modelled for Pepe Jeans over the years.

Although wearing jeans that cost approximately Rs 2000-4000 can be considered an urban phenomenon, that seems to be changing as with increasing digitisation, people in rural areas don’t mind spending some extra bucks to look ‘fashionable’. Mishra thanks e-commerce as because of the ease in online shopping and digitisation, people in smaller towns now understand fashion equally.

Mishra plans to open 35-40 stores every year and 2018 will be no less for the brand. He believes that in today’s competitive market, brands need to provide reason for a shopper to shop with them. In the apparel business, the way your store looks is equally important as the store is your marketing base.

Pepe Jeans India is also entering the innerwear segment. It has formed a 50:50 joint venture (JV) with Kolkata-based hosiery major Dollar Industries for the manufacture and marketing of premium innerwear. Called Pepe Jeans Inner Fashions, the JV entity will make innerwear, lounge wear, gym wear, sleepwear and tracksuits targeting the premium segment.

The company will launch its first line of autumn-winter collection in July or August 2018.

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March 8, 2018
Sony Pictures’ new CSR for underprivileged

MUMBAI: Supporting the cause of empowering India’s underprivileged youth through sports, Sony Pictures Networks India (SPN) has partnered with an NGO ‘Slum Soccer’ to launch The National Inclusion Cup, the only national football tournament of its kind for underprivileged youth. This is a CSR initiative of Sony Pictures Networks India.

‘Slum Soccer’ aims to change life in the slums, where the game of football is used as a means to connect individuals, teaching life skills and working towards improving overall quality of life for underprivileged youth. Initiated by the Slum Soccer team in 2001, The National Inclusion Cup has steadily grown over the years, with teams from all over the country competing to win the prestigious title. With SPN’s support, this year the Slum Soccer team will be able to expand participation and provide better training facilities to the youth.

To be held in Mumbai for the first time, the five-day football tournament will commence on 13 February at the Andheri Sports Complex. This year teams from Maharashtra, West Bengal, Assam, Tamil Nadu, Andhra Pradesh, Madhya Pradesh, Haryana, Jharkhand, Chhattisgarh, Karnataka, Vidharbha, Orissa, Gujarat, Delhi, Jammu and Kashmir, and Uttar Pradesh will participate. For this event, Slum Soccer also invites several local non-profit organizations such as Dream a Dream, Cequin, Oscar, YFC Rurka Kalan, Maher, Jeet Foundation, Khelduar, Childreach International, Karmic Foundation, Sparky Football, Leher Foundation, amongst others to bring teams to participate in the cup.

The league-cum-knock out tournament is designed to be competitive, but its special structure lays emphasis on fair play. This year’s tournament will see a total participation of 40 teams (24 men and 16 women teams) from India. For the first time an international men’s team from Nepal will also be a part of this event.

Once the tournament in India concludes, the final selected teams comprising of 8 men and 8 women players each, will represent India at the 15th Homeless World Cup in Oslo, Norway from August 29 to September 5, 2017. The selected players will receive intensive coaching, practice and social skills training for the Homeless World Cup, where 63 nations meet every year for the World Championship.

Staying true to its commitment of supporting Empowerment through Sports, this year, Sony Pictures Networks India (SPN) will support over 400 participants of the tournament including coaches, volunteers and support staff. With SPN’s support, a soccer arena of international specifications has been imported from Scotland, so that participants can practice, train and prepare for the international championship.

Popular Bollywood actor, youth icon and avid football fan Siddharth Malhotra, has also joined the cause and will kick off the tournament. Former Homeless World Cup director Andy Hook of StreetSoccer, Scotland will be the tournament director, Anju Turambekar, Grassroots Director, All India Football Federation (AIFF) will referee and oversee the competition.

Sony Pictures Networks India CEO NP Singh said, “Sony Pictures Networks India is proud to take up initiatives of empowering India’s youth. True to its name, The National Inclusion Cup, offers its participants the opportunity to engage and improve lives through one of the world’s most popular sport, football. Our long-term vision is to support more such initiatives that inspire, motivate and provide equal opportunity to our country’s young underprivileged talent. In the process, we aim to continue facilitating the spirit of ‘Ek India Happywala’, which is the theme for our CSR initiatives. I wish the participants and organizers the very best for the tournament.”

Actor Siddharth Malhotra says, “It is a pleasure to inaugurate The National Inclusion Cup 2017. I believe that it is of paramount importance for the underprivileged youth to engage in outdoor activities and there should be equal opportunities available to them everywhere. I am pleased to support such a program that empowers our youth and acts as a catalyst to create a better life for them.”

Slum Soccer founder Vijay Barse says, “Slum Soccer fosters sustainable development within the marginalized population of India, using football to bring about a change in the lives of street dwellers. We aim to provide long term solutions to combat homelessness and improve living standards in underprivileged areas. Sports is therapeutic and we aim to give these youth hope and purpose. With the support of Sony Pictures Networks India, we will be able to increase our reach, the number of individuals we can impact as well as improve the quality of that impact. We are grateful to Sony Pictures Networks for believing in this cause of connecting individuals, teaching life skills and working towards improving the overall quality of life through football.”

In addition to The National Inclusion Cup, SPN supports Slum Soccer with other worthy projects such as EduKick and Game Changers. EduKick aims to improve educational outcomes by instilling physical fitness and facilitating personal development in children especially young girls, through the medium of football. Game Changers prepares youth with life and leadership skills by engaging them in challenging societal improvement projects.

Project Objectives

Improving participation amongst underprivileged girls and boys in a football tournament

Scout for young talent to represent India at the prestigious international tournament ‘Homeless World Cup’

Create a platform to share ideas, learnings and challenges with other grassroots organisations that work in the space of Sports4Development

February 10, 2017
TLC gung-ho about Aalim’s Bollywood hair style show; more Indian originals coming up

MUMBAI: Discovery Communications’ lifestyle channel – TLC, armed with consumer feedback and international research, is back with the second season of “Style Inc. with Aalim Hakim.” With a reach of over 70-80 million households in India, the lifestyle channel is attempting to give viewers another peek at what is the latest in terms of hair styling in India.

The series will provide a gateway to the life of Bollywood’s new male brigade from 20 October every Thursday-Friday at 10 pm. The repeat telecast will be on Saturday-Sunday at 6 pm on TLC and TLC HD World.

The second season of the series has heart throbs Ranveer Singh, Arjun Kapoor, Varun Dhawan, Siddharth Malhotra, Aditya Roy Kapur, Ayushmann Khurrana, Tiger Shroff and Sanjay Dutt opening themselves up to Aalim. Viewers can watch Aalim transform their favourite stars for movies, photo shoots and ad films, as well showcase the unique relationship they share with Bollywood’s go-to stylist.

The six-episode show has roped in FitBit and Usha International as advertisers on board so far, and talks are on with a few more brands.

“TLC is a unique, standalone channel. It can’t be compared with any other channel. We have always tried to capture the trend of the country. Once, travel was a trend and then grooming was, and makeover used to be; now styling is in vogue. We believe that the audience is looking for content on beauty and style right now. We want to invest in this genre which is unique,” said Discovery Networks Asia-Pacific vice president, female and family entertainment products, south Asia Rajiv Bakshi.

He further stated that, “We are overwhelmed with the tremendous response the series has received on social platforms. Style is the new buzzword, and no one does it better than the new generation of Bollywood actors. The kind of Bollywood stars who would be appearing on the show can offer tips about maintaining one’s hair. It is a layered show, and not a straightforward one.”

Depending on the success of this season, the team will explore further possibilities. “We want to build a franchise,” added Bakshi.

Hakim added, “It is so exciting to witness this shift in India towards styling and grooming. I am super-charged to be doing the second season of “Style Inc. with TLC.” Fans will get to see Bollywood’s youngest and most stylish stars and get to know their style mantras.”

Targeted at the young millennials in the 15-35 age-group across India – who have a deep interest in styling but don’t know where to get it done from – the show will tell them the difference between a good and a bad haircut. “We are certainly targeting urban India. From the south, Bangalore is a very important market for us, and Hyderabad too has a good viewership. There is enough appetite in the north and the south,” voiced Bakshi.

The channel is launching eight to 10 shows in the next three months based on the genres of dating, relationship, food, travel, and a couple of series coming in from India.

Bakshi stressed that TLC is not limiting itself to a particular show genre. “We have always tried to do something more than what the audience demands. The approach of what they would want to watch which could be unknown to them is what we want to capture.”

With a countable number of channels in this space, Bakshi opined that there was enough place for new players.

“It is an attractive and feasible genre, and the market is dynamic. Certainly, as a market, it can obviously take more channels. The passion towards a certain kind of TV will overtake passion towards traditional TV. And, we believe, lifestyle is one of the areas of interest,” Bakshi concluded.

October 15, 2016