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Tag: Tiger Shroff

  • Tiger Shroff’s PROWL partners Cure.fit

    Tiger Shroff’s PROWL partners Cure.fit

    MUMBAI: Health-tech startup Cure.fit, launched by ex-Myntra executives, has tied up with brand PROWL, co-created by Mojostar and Tiger Shroff for an exclusive fitness program that will be led by the Bollywood actor who is known to be an avid fitness enthusiast, dancer and athlete. It will have combat, dance and functional fitness to music. The gym brand run under Cure.fit is called as Cult.

    Speaking on its association with PROWL, Cure.fit co-founder Mukesh Bansal said, “Cult’s ethos has always been to break free from the monotony of dull workouts and keep yourself motivated to stay fit, the fun way. Our association with Mojostar for the PROWL workout is in keeping with this very philosophy. Tiger is widely appreciated for his extraordinary dedication to martial arts, fitness, and dance, and we are confident this partnership will help us reach out to a wider untapped consumer base and chart new growth trajectories for Cure.fit.”

    Mojostar CEO Abhishek Verma added, “PROWL as a brand is all about seamless movement. Through the PROWL workout, Cure.fit has developed an innovative fitness routine which captures the essence of the brand. The involvement of Tiger in curating this workout shows in the intensity of the activities selected. I am confident that the PROWL workout will soon be a huge hit and will give Indians access to a more fun and engaging way to remain fit and active.”

    Commenting on the collaboration, Shroff said, “I am extremely delighted to have Mojostar partner with Cure.fit, a brand that values holistic fitness while ensuring novelty for fitness enthusiasts, for PROWL. Health and well-being is not just about heavy weights or cardio training. It is about taking care of your body and mind, whether you have a sedate lifestyle or even when you are on the go. Learning martial arts and dance has given me a sense of focus and grounding which helps my mind and body to remain fit. Through this association with Cure.fit, I hope the PROWL workout will engage all the fitness enthusiasts and help them in their journey for a holistic fitness experience.”

  • Mojostar-Tiger Shroff brand PROWL to have digital-only approach

    Mojostar-Tiger Shroff brand PROWL to have digital-only approach

    MUMBAI: Celebrities today are turning into entrepreneurs by becoming angel investors in startups or having their own line of brands. But rarely do we see celebrities taking that leap of faith and owning the brand, other than Salman Khan’s Being Human. 

    Bollywood actor Tiger Shroff unveiled a new active lifestyle brand called PROWL that is jointly created and owned by Shroff and Mojostar. This is the first brand launch for Mojostar, which is creating a house of lifestyle brands with celebrities. For Tiger, this marks his entry into the active lifestyle business, a space he is known for.

    Launched in July last year, Mojostar is a joint venture of Kwan Entertainment and Dream Theatre. The brand is aimed at redefining the way retail brands are created in India where the company partners with top celebrities to co-create authentic, high-impact indigenous brands in the lifestyle space. 

    Mojostar envisions building a world-class ‘house of brands’ which leverages the power, draw, and allure of celebrities to provide enriching brand experiences to fans. It has a differentiated approach to create a house of lifestyle brands. It identifies high potential consumer white spaces in the lifestyle market, and matches them with celebrities who authentically represent that proposition.

    The brand is targeted at people in the age group of 18-25 years who lead a very active lifestyle and are constantly on the move. They regularly transition from one activity to another and want to look awesome while doing it. PROWL aims to provide functional yet highly stylish clothing and accessories to fit the target consumer’s active lifestyles.  The brand captures its purpose and proposition to consumers, in the tagline — ‘Ready to move’. 

    Mojostar CEO Abhishek Verma believes that there is a gap in the active wear market in products for hyperactive young Indians. He opines that traditional active wear brands have over-specified the products, whereas the young consumers want simplified functional products that offer great style. Products that help you look amazing, are suited for multi-functional movement and are easy to maintain, is the need of this market.

    Shroff is thrilled about his new businessman hat and has been involved in creating the brand right from its logo to final product. He mentions, “This brand is a reflection of my identity and this is how I live. I love to be active through the day, which is why I want to wear something that is stylish, looks good, and yet gives me the freedom of uninhibited movement.”

    The active wear industry in India stands at around $7 billion and is growing in double digits. The space is dominated by international brands, and PROWL aims to create a dent in this market by offering a combination of performance and style. 

    Although the website is expected to go live for consumers by June 2018, people can register themselves on prowlactive.com for an exclusive preview and to get a first hand experience during the launch. PROWL has its manufacturing units set up in China and India. 

    The products are expected to be priced between Rs 1000-3000, and will be available on all leading e-commerce platforms including Flipkart, Amazon and Myntra. The company is very clear that it will not have a dedicated app because it is cumbersome.

    The brand will focus majorly on digital for its advertising and marketing rather than traditional media. Kwan entertainment MD and Mojostar founder Anirban Blah believes that investing on television is not beneficial for the brand as their target audience consume content on digital and social media platforms. Influencer marketing has become extensively popular in the last two years and PROWL is eyeing it too.

    Mojostar also has Jacqueline Fernandez on board who will launch her own brand in fashion and beauty segment in March 2018. The company also has another A-list male celebrity on board but will only announce the name in April, before the final launch of the website.

  • Thrill, excitment, action and drama – MTV kicks off the new season of MTV super fight league

    Thrill, excitment, action and drama – MTV kicks off the new season of MTV super fight league

    MTV, India’s No. 1 Youth Brand is all set to bring the new season of MTV Super Fight League (SFL), the world’s first Mixed Martial Arts (MMA) tournament. With a vision to cement Mixed Martial Arts’ position as a mainstream sport with mass appeal in the global sports fraternity, the franchise-based league comprises of 8 teams and 96 players from across the globe. MTV Super Fight League boasts of 8 teams representing various states of the country, co- owned by celebrities Delhi Heroes owned by the uber sexy, Jacqueline Fernandez, Haryana Sultans by the ever-so versatile, Randeep Hooda, UP Nawabs by singing duo Salim- Sulaiman, Mumbai Maniacs by Bollywood’s original stuntman, Ajay Devgn, Gujarat Warriors by actor- producer Arbaaz Khan, Bengaluru Yoddhas by the multi-talented actor, Tiger Shroff. Apart from these Super Fight League also has Sher-E-Punjab and Tamil Veerans. The action-packed league will hit your television screens LIVE, starting 9th February every Friday, Saturday and Sunday, 8 pm exclusively on MTV.

    Putting together a fight card that assures plenty of action and entertainment, MTV Super Fight League will be sending chills down the viewers’ spine with every new episode. The perfect blend of Bollywood’s glitz and glamour along with the punches, chokes and limb- snagging moves of the fighters promise to send you in a tizzy. Packed with experienced and entertaining fighters, the matches promise to deliver on all counts.

    Co-owner of Mumbai Maniacs, top-gun, Ajay Devgn said, “I’ve always loved this sport. It’s one of the best form of staying fit. It not only boosts your confidence but gives you a chance to try out different things apart from your usual training so you don’t get bored to repeat the same stuff.”

    Talking about her passion towards fitness, Jacqueline Fernandez – the co-owner of Delhi Heroes, said, “Being a fitness enthusiast myself I was eagerly looking forward for MTV Super Fight League Season 2. I salute to all the fighters for their discipline, courage and conviction. I can totally relate to them now because personally I am learning Mixed Martial Arts.”

    The ever- fit, Tiger Shroff who is the co-owner of Begaluru Yoddhas said, “Everyone knows that I share the same passion as these fighters and that’s the reason I associated with this sport last year. Our team is all set to roar in Season 2 and make a mark in the tournament.” While, Randeep Hooda, co-owner of Haryana Sultans, said, “This sport is very close to my heart. My love for this form grew when I did Sultan. Being a fitness enthusiast, this form of sport elevates your fitness to a whole different level. Season 2 will be more demanding but our team is ready for the challenge.”

    Associating with Gujarat Warriors once again, Arbaaz Khan said, “It’s the thrill and excitement associated with Mixed Martial Arts League which bring me back to the brand-new season of MTV Super Fight League sport every year. I apart from being associated with this league, I am personally a big fan of Mixed Martial Arts sports.”   

     Known for his musical punch, the UP Nawabs co-owner, Salim said, “I have been following Mixed Martial Arts for a long time now and last year when got to know that India will have its own MMA MTV Super Fight League I was super excited. Being a follower of MMA with MTV Super Fight League I feel more connected to the sport.” Sulaiman added, “Passion for music and Mixed Martial Arts are two things which Salim and I share together very strongly. Last year we had a great experience and looking forward to same fun this time around.”

    MTV Super Fight League is a revolutionary approach to combat and is the first MMA organization to feature female fighters. MTV Super Fight League 2018 promotes gender equality through a fair and unique platform with women having the same influence on the team as men. Going beyond the traditional, MTV Super Fight League 2018 boasts of an international format with a global viewership model, engaging content and effective two hour shows. The league entails a group ‘A’ and ‘B’, consisting of four teams each. Every team has six players—five male fighters and one female—and six back-ups, belonging to six different weight categories. The teams within the group compete with each other in 12 league-level matches.

  • Skechers GoRun 5 associates with Tiger Shroff

    Skechers GoRun 5 associates with Tiger Shroff

    MUMBAI: Skechers Performance, an American sports lifestyle brand, recently introduced the latest version of their popular GoRun range called the GoRun 5.

    To highlight the benefits of the product, popular actor Tiger Shroff, took the Skechers Performance GoRun 5 Challenge last Friday. The actor tried to run at the speed of 16 kmph on a treadmill wearing the shoes that were designed for speed with innovative performance technologies.

    Shroff beamed said, “I enjoyed running in these shoe, they were very comfortable.”

    Skechers Performance India CEO Rahul Vira said, “The GoRun series comes with lightweight cushioning, the M-Strike technology and a parametric web outsole for better flexibility, agility and durability during a run.”

    The GoRun 5 challenge has been thrown open to all. A branded truck will be moving across the nine other cities apart from Mumbai. Consumers from Chandigarh, Delhi, Lucknow, Ahmedabad, Surat, Pune, Bangalore, Chennai and Goa can take up the challenge.

  • 61 board Spider-Man brand-wagon, TN resolution expected

    MUMBAI: Ranking as one of the highest brand associations for a Hollywood movie released in India, around 61 companies have joined the Spider-Man brand-wagon for themed and promotional consumer products with seven promotion/media partners.

    Sony Yay! ambassador Tiger Shroff said that Spider-Man was etched in his memory since he was a kid, and had been his superhero. Sony Pictures Entertainment India is aiming for a wide release, scheduled to take over around 1400 screens in India on Friday. The channel is hopeful about the film’s release in 110-120 screens in Tamil Nadu following GST protests there.

    Collaborating with around 61 brands across categories, Disney India’s consumer products business hopes to encash the euphoria over Spider-Man.

    Some the brands associated with Spider-Man are — Mattel, VIP, Titan, Bata, Crocs, Funskool, Scholastic, Max, Lifestyle, Bioworld, Welspun and D’décor, etc. e-commerce and retail partnerships have been struck with Hamleys, Flipkart, Amazon and Landmark. The promotional and media partners are Cinepolis, BookMyShow, Oppo, Amul, Dell and HDFC Bank, etc.

    Besides English, the film is slated to release in additional three languages – Hindi, Telugu and Tamil although the trailer was released in 10 Indian languages.

  • Zee gets Sarkar3 & Munna Michael syndication rights in deal with Eros

    MUMBAI: Eros International Media, a leading global company in the Indian film entertainment industry, has signed a significant television syndication deal with Zee, a leading Indian global television network, for a slate of its forthcoming releases this year, including Sarkar 3, Munna Michael and Shubh Mangal Savdhaan.

    Eros International Media has a competitive advantage through its extensive and growing movie library comprising over 2,000 films, which include Hindi, Tamil, and other regional language films for home entertainment distribution.

    The multi-film deal with Zee gives the channel syndication rights to the third installment of one of the most impactful franchises of Indian cinema, Ram Gopal Varma’s Sarkar 3 starring Amitabh Bachchan which will be released worldwide on 12 May.

    Included in the deal are — Tiger Shroff and Sabbir Khan’s action-packed musical Munna Michael which is scheduled for release on 21 July, and a quirky romantic comedy Shubh Mangal Savdhaan by the southern India director RS Prasanna, starring Ayushyamann Khurana and Bhumi Pednekar, set to be released on 1 September.

    Speaking on the deal, Eros International Media managing director Sunil Lulla said, “We have enjoyed a great relationship with Zee over the years and I am delighted we have secured this deal with them. Bollywood films are critical to the television programming mix and we attempt to tailor packages to suit audiences on each network to maximize potential for both entities from the television broadcast”.

  • 2-14 age-group is highly under-indexed, avers Sony Yay! business head Leena Lele Dutta

    Leena Lele Dutta had been hired in 2007 to establish the content distribution and licensing division of Sony Pictures Television in India in 2007 and expand the footprint thereafter into the south Asian markets. It’s been more than nine years Dutta has been a part of growing Sony family.  Currently, Dutta is heading the Sony Pictures Network India’s CEO N P Singh’s brainchild new kids channel — Sony Yay! In conversation with Indiantelevision.com’s Sonam Saini, Dutta shared her experience of shifting from B2B to B2C.

    Excerpts:

    You have been with Sony Pictures Television for over nine years. How has been the shift from content distribution arm to heading a kids channel? What are the challenges you are facing?

    My earlier role with SPE back in 2007 was to set up the content distribution arm for India and that included licensing of various Hollywood movies the studio produced and acquire across its four main studios. Not only the movie piece but also the television shows which are actually produced there and syndicated here in the network.

    The first year was invested in establishing the content arm and figuring out the role because, prior to that, I was a hardcore ad sales person. This is was the new channel but, in seven years, the market has also evolved.

    Being the country manager, I was responsible for monetisation of the existing content, and here it is the other way round. Here, it is the health of the overall business, here it is more of a B2C business. Here your clients are 2-14-year-old kids who are there across the length and breadth of the country. A kids channel was the missing link in the network.

    It is a mindset evolution. What made is easier is the transition within the Sony family. The kids channel, NP’s (N.P Singh) brainchild, wanted to get somebody on board, and here I am.

    Where did you see scope for a kids channel?

    A lot of scope existed in the space. With our four desi shows, we are very confident of making a mark. More similar shows are coming in October, and being the only channel that caters 100 per cent desi content, we will definitely have a well-known presence by the end of first year for Sony Yay!.

    We also want Sony Yay!, as the brand name stands for happiness, to spread happiness and contentment among the kids.

    The same thing will reflect in our marketing strategies. We will have lots of mall activities, theme park activities which resonate with Yay! We will also have CSR activity which will give Yay! moments to kids. These measures will co-exist with our content offering.  We would be pursuing school contract programme after summer breaks.

    How big is the kids genre in India market?

    The category is the third largest after Hindi general entertainment channels and Hindi movies channels. Accordig to the new BARC system, the 2-14 age group (*) is phenomenally huge. The biggest challenge this category has right now is that it’s highly under-indexed. 

    A lot of advertisers are looking to invest in the kids category — to focus on the 2-14 age-group. However, they are completely discounting the parents who are watching the content as well. In the coming months, we hope to engage with parents more in consuming our channel and not only expand the category. We also have significant play in the area where it is seen more seriously than just a kids channel.

    What will Sony Yay!’s strategy going forward?

    The strategy is very clear, we wanted to be the most preferred brand among the kids. We want people to know what Sony Yay! stands for.  Our partnership with Tiger Shroff has worked tremendously well. We have got a huge response from the kids and their mothers. The launch campaign has been talked about.

    Our colleagues in the industry have observed quite a movement in this category. Whatever we are doing including our content and marketing initiatives, we are here for the long haul. From day one, a lot of investment and efforts have been put into the new channel to make a mark and shake the category.

    At the press conference, you had mentioned that the IPs remain with the channel. Is there a chance that you might sell/licence rights to OTT players?

    Those are the primary revenue models we will consider. We will also consider the licensing and merchandising model as well. That’s the benefit of owning the IPs, and not sharing. There is a strategy of monetisation going ahead with the characters, but we are not going to roll it out in the immediate future.

    What are challenges you faced while distributing the channel?

    Luckily, our distribution team has been phenomenal as we stand today we are present in almost 90 per cent of all digital homes. We have been fairly well distributed — in fact, some major MSOs are willing to carry us in top five of the kids genre, which helped boost our ranking.

     

    (* Sony has helped rectify the BARC India category figures to GRP 582)  

     

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  • Sony to shift Animax channel to SonyLiv

    MUMBAI: Sony Pictures Network India’s first kids channel Animax will go off air soon. The network, which launched the channel in 2004, had been targeting the 13-35 age-group, and niche anime lovers.

    The channel was operated and broadcast from Singapore by Animax Asia and distributed by Sony Pictures Networks India (SPN) India. It is also the only channel to simulcast anime in India and Japan.

    The network will close the channel but the content will be available on its OTT platform SonyLiv.

    Sony Pictures Network India CEO N P Singh said, “Animax has been around for a long period of time. Anime is popular with a very small segment of the audience. We will take away Animax, and instead will give them the opportunity to view Anime on SonyLiv.”

    The network has announced the launch of its much-awaited kid’s entertainment channel, Sony Yay! that will go live on 18 April 2017. Promising to be the ‘Destination for Unlimited Happiness’ for kids, the channel has roped in the young cinestar, Tiger Shroff, who has become a phenomenon with kids across the country, as its brand ambassador.

  • Four original, Indian, animated shows to start with: ‘Local’ to be Sony Yay! USP

    MUMBAI: Sony Pictures Network India is getting bigger and better with time. In just four months, the network has reached up to nine new channels.

    Started with acquiring ZEEL’s Ten Sports bouquet, the network launched music channel Sony Rox HD, Sony BBC Earth, Sony BBC Earth HD, and now the kids channel — Sony Yay!

    With the launch of Sony Yay!, the network has added 29th channel to its growing family. The channel, which will go live on 18 April, will be available in Hindi, Tamil and Telugu languages across direct-to-home (DTH) and digital cable platforms.

    Promising to be the ‘Destination for Unlimited Happiness’ for kids, the channel has roped in the young cinestar, Tiger Shroff, who has become a phenomenon with kids across the country, as its brand ambassador.

    Targeted towards bringing more happiness to kids between 2 and 14 years of age, Sony Yay! will go live with four original, locally produced, animated shows, a first for any channel in this genre.

    Sony Pictures Networks (SPNI) CEO NP Singh said, “It goes without saying that the Indian television industry is at the interesting crossroads, with the kids genre being a frontrunner in demanding innovation and freshness. Our kids channel, Sony YAY! with its original programming will excite and engage the young audience and leave a lasting impact on their hearts and minds. With the launch of Sony Yay!, the network now offers tailor-made propositions for every member of the family.”

    Broadcasters have been on the continuous lookout to have more channels and programmes for kids in their portfolio. As per the FICCI KPMG report of 2017, there are 15 kids channel which are run by four major broadcasters, that is Disney (Disney, Disney XD, Disney Junior, Hungama), Viacom 18 ( Nickelodeon, Sonic, Teen Nick, Nick Jr), Turner ( Cartoon Network, Pogo, Toonami) and Sun TV (Chutti TV, Kochu TV, Chintu TV, Kushi TV).

    As per BARC data, Nick has been the leader of the genre followed by Pogo TV, Disney, Hungama and Cartoon Network. “Its a highly competitive genre, and, to begin with, being in top five will be the target of this year, and, by next year, the target will be: to be in the top three,” Singh said.

    Talking about the original content, Sony Yay business head Leena Lele Dutta informed, “We are launching the channel with the four original shows. We are looking at 80 per cent of slots to be filled with local shows.”

    The channel is promoting 7am to 10am time band. “Each show is of 22 minutes in which two stories will be shown of 11 mins each. We will have shows play out differently in the morning, a variety of stories at 1pm, and it will be different for the 4pm slot, as well. By the end of the year, we will have 52 episodes of 104 stories each. In October, we will have two more show launches.”

    Dutta further added, “We have done our research before launching the channel. We found that there is dearth of differentiated local content, and our aim is to reach out to the kids, and give them what is missing from their staple diet.”

    Cosmos Maya, Toonz Animation, Frisbee Animation and Softtools are the studios working on these shows.

    A first-of-its-kind musical comedy titled Guru Aur Bhole Mon – Fri at 10am, Sab Jholmaal Hai – A world full of pets that’s nothing short of mischief, mayhem, madness, Mon – Fri at 9am, a classic tale of venturesome friendship Prince Jai Aur Dumdaar Viru Mon – Fri at 11am and a unique laugh-out-loud Ghost Comedy Paap-O-Meter Sat – Sun at 12pm will form the key programming mix of the channel at the time of launch.

    The shows promise to bring unlimited laughter and uninterrupted volumes of fun into the lives of our young generation. Each show explores a different genre in comedy and guarantees uniqueness in terms of its characterisation and narrative, giving the little ones an experience they have not witnessed so far on their television screens.

  • Sony YAY! signs Tiger Shroff as brand ambassador

    MUMBAI: Sony YAY!, the soon-to-be-launched kids’ entertainment channel from Sony Pictures Network, has roped in the country’s newest heartthrob Tiger Shroff as the brand ambassador and face of the channel.

    This would be the debut television association of the young star whose popularity amongst children is today unbounded.

    Confirming the news, SPN Kids Genre business head Leena Lele Dutta says, “We are excited to have Tiger Shroff as Sony YAY!’s brand ambassador. Kids, across the country, relate to him and consider Tiger as their icon. Given his affinity with kids, we could not have found a better representative for our channel”.

    www.indiantelevision.com had earlier reported that the network is gearing up to launch another channel, Sony kids channel, in April.

    This upcoming channel will be the second kids channel from the SPNI stable. At present, Sony runs Animax, which was launched on 5 July 2004. “The kids channel will be organic, local and everything will be produced in India,” SPNI CEO N P Singh said in an interview. Dutta was already associated with Sony Pictures Television for a long time.

    Apart from Dutta, the network appointed Sujoy RoyBardhan as the AVP and marketing head for the channel. Prior to joining SPNI, RoyBardhan was working with Viacom18 as the director – marketing.

    Also Read

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    Sony Pictures Network builds team for kids channel, appoints two execs

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    Sony to add 10 channels in 2017