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Had it been 2010 or 2012, TV shows like Yeh Moh Moh Ke Dhaage, Jaat Ki Jugni, Tu Sooraj Main Saanjh, Piyaji, Nach Baliye 8 would have never dared to open their seasons in mid April. No the high level of mercury or power cuts isn’t the reason for it. These shows had one common competition – the <keyword id="18413" type="ORGANIZATION" weightage="20" keywordseo="indian-premiere-league">Indian Premiere League</keyword> (<keyword id="6354312" type="CITY" weightage="100" keywordseo="IPL">IPL</keyword>). Move to 2017, things are quite under control. Even as the IPL series has just kicked off with loaded excitements, new shows are coming up almost every week. 
 
In fact the change started reflecting since 2013, much to the relief of the<a href="http://www.businessinsider.in/vivo-ipl-2017-injury-is-the-main-concern-for-todays-delhidaredevils/articleshow/58078710.cms"> TV producers</a>. While the average <a href="http://www.businessinsider.in/vivo-ipl-2017-injury-is-the-main-concern-for-todays-delhidaredevils/articleshow/58078710.cms">TVR rating </a>was 4.64 in 2012, it went down to 3.8 in 2013. In 2016, TVR of IPL series was around 3.5. 
 While IPL is one of the biggest events in small screens in India, new strategies <keyword id="1498175" type="ORGANIZATION" weightage="20" keywordseo="general-entertainment-channel">General Entertainment Channel</keyword> (<keyword id="264938" type="ORGANIZATION" weightage="20" keywordseo="GEC">GEC</keyword>) have ensured<a href="http://www.businessinsider.in/vivo-ipl-2017-injury-is-the-main-concern-for-todays-delhidaredevils/articleshow/58078710.cms"> TV soaps </a>are not affected. 
 
Here’s how it is done: 
 
Repeat telecasts The afternoon telecast of most popular TV series is a popular strategy to make sure viewers can watch it at the slots of their choice. Channels like <keyword id="14750" type="PERSON" weightage="20" keywordseo="SAB-TV">Sab TV</keyword> telecasts popular shows like <keyword id="1628580" type="UNKNOWN" weightage="20" keywordseo="Tarak-Mehta-Ka-Ulta-Chasma">Tarak Mehta Ka Ulta Chasma</keyword> almost every alternate hour. 
 
Afternoon telecasts 
The afternoons are a perfect time for homemakers who love keeping themselves entertained in the afternoons. So houses with single television set hogs onto IPL in the evening and daily soaps during afternoons. 
 
“We are launching new content in afternoon slot with varied storylines and different backgrounds that will strike a chord with viewers in that time-band around IPL so that new shows cater to <a href="http://www.businessinsider.in/vivo-ipl-2017-injury-is-the-main-concern-for-todays-delhidaredevils/articleshow/58078710.cms">right audience</a> at right time band," <keyword id="28971" type="PERSON" weightage="20" keywordseo="gaurav-banerjee">Gaurav Banerjee</keyword>, president and head of content studio of a leading Hindi GEC told The Times of India. 
 
Apps help too 
It is a common argument in a middle class Indian household as in which show to watch. While homemaker mothers prefer TV soaps, father wants to watch news and children want sports or movies. At such a juncture, the smartphone penetration in India has saved the GECs. With apps like Hotstar streaming the IPL matches live, most<a href="http://www.businessinsider.in/vivo-ipl-2017-injury-is-the-main-concern-for-todays-delhidaredevils/articleshow/58078710.cms"> youngsters</a> prefer not to bother their mothers and instead stick to mobiles. 
 
(Image: India Times)

IPL series don’t bother the TV producers with viewership threats anymore . Here's why

<ul><li>Customers purchased <keyword id="2180439" type="General" weightage="100" keywordseo="fire-tv" source="Orion">Fire TV</keyword> devices in 80% of pin codes across India.</li><li>Smaller cities like Hisar, Tiruvallur, Chittoor, Alwar, Imphal, and South Andaman saw increased growth in sales of Fire TV devices.</li><li>Checkout the latest news and updates on <a href="https://www.businessinsider.in/">Business Insider</a>.</li></ul>From <keyword id="541349" type="General" weightage="20" keywordseo="tarak-mehta" source="Orion">Tarak Mehta</keyword> ka Ooltah Chashmah to Peppa Pig, <keyword id="18635" type="General" weightage="80" keywordseo="amazon" source="Orion">Amazon</keyword>’s latest Fire TV Streaming Trends gives us a sneak peek into how content was consumed across its Fire TV devices in India in 2021. With hundreds of OTT services available on Fire TV devices, all the action has moved right into consumer’s living rooms. With a vast selection of TV shows, movies and originals from thousands of popular content providers, Amazon’s Fire TV is now an integral part of the customer’s entertainment. While spending a considerable chunk of time indoors, customers did not just stream movies and shows on Fire TV, but also listened to music, accessed yoga and fitness content, and interacted with Alexa, Amazon’s cloud based voice assistant. Fire TV ensured entertainment for the entire family with something for everyone in 2021. Fire TV was first of its kind when launched in India, and customers continue to love it as it remains one of the most popular streaming devices for millions of households in the country. With features like Live TV integration, which has expanded to 100+ channels from apps like Sony Liv, ZEE5, Voot, Discovery+, SunNxt, and a more personal, faster, and easier user experience, Fire TV is making TV viewing an interactive and enjoyable experience for customers. Amazon has sold more than 150 million devices worldwide and with users streaming billions of hours of content every month globally, they aim to make it their go-to destination for all things entertainment. Some of the streaming trends from last year shared by Fire TV customers include: Fire TV—your binge-watching buddy <ul><li>In 2021, customers spent nearly 4 hours each day watching content on their Fire TV devices, up from 3 hours per day as compared to 2020.</li><li>1 in 3 Fire TV customers said farewell to a cable or DTH connection.</li><li>Customers interacted with Alexa on an average of once every 4 seconds on Fire TV devices.</li></ul>Fire TV expanded to more cities <ul><li>Customers purchased Fire TV devices in 80% of pin codes across India. Smaller cities like Hisar, Tiruvallur, Chittoor, Alwar, Imphal, and South Andaman saw an increased growth in sales of Fire TV devices.</li><li>Customers across India are taking advantage of hardware and feature improvements on Fire TV, 1 out of every 4 customers added or upgraded to a newer, faster version of Fire TV devices. </li><li>Fire TV Stick was among the top 10 most popular products on Amazon.in during Prime Day and Amazon Great Indian Festival.</li><li>35% customers gifted or shared Fire TV devices with their friends and families. </li></ul>Fire TV customers are looking for laughs <ul><li>Comedy retained its spot as the most preferred TV genre among Fire TV consumers.</li><li>Fire TV users asked Alexa to play Tarak Mehta ka Ooltah Chashmah once every minute, making it the most searched TV show on Fire TV devices.</li><li>Peppa Pig, Doremon and Cocomelon were the most popular kids shows on Fire TV devices, with at least one user asking Alexa for these shows every minute! </li></ul>Endless entertainment featuring Prime Video on Fire TV <ul><li>On Fire TV devices, consumers enjoyed watching the latest movies across languages, from the safety and comfort of their homes. Some of the most streamed movies on Prime Video include: <ul><li>Hindi - Shershaah, Sherni, Sardar Udham</li><li>Tamil - Jai Bhim, <keyword id="3597146" type="General" weightage="20" keywordseo="sarpatta-parambarai" source="Orion">Sarpatta Parambarai</keyword>, Master </li><li>Malayalam - Drishyam 2, Cold Case, Malik</li><li>Telugu - Drushyam 2, Tuck Jagadish, Narappa </li><li>Kannada – Rathnan Prapancha, Yuvarathnaa, Roberrt</li></ul></li><li>The Family Man Season 2 was the most streamed Indian show while The Wheel of Time was the most streamed international show on Prime Video on Fire TV devices</li></ul>More than TV shows and movies <ul><li>1 in every 4 Fire TV user tuned into their Fire TV device to listen to music.</li><li>Customers increased their streaming hours of Yoga and Fitness apps by 15% versus last year.</li><li>Smart home control requests by customers using Alexa on their Fire TV devices increased by over 150% in 2021 versus last year. </li></ul>Disclaimer: This is a sponsored post in partnership with <keyword id="6354743" type="General" weightage="20" keywordseo="Amazon-India" source="Orion">Amazon India</keyword>

Indian customers spent nearly four hours daily on Fire TV devices, according to Amazon Fire TV Streaming Trends 2021

Mumbai, May 19 () Popular TV actor Ashiesh Roy, known for featuring on the show "Sasural Simar Ka", said he is currently in ICU and asked for financial help as he is undergoing dialysis. The 55-year-old actor took to Facebook and shared two updates on Sunday, writing, "Need your urgent money for dialysis... I'm in the ICU, very ill (sic)." Filmmaker Hansal Mehta also took to Twitter and urged film associations to raise money for the actor. "Actor Ashish Roy (Bond) is seriously ill, on dialysis and in the ICU. He has appealed for financial help on FB. I'm doing all I can to help. Can industry associations also help the ailing actor?" Mehta wrote on Monday. The "Aligarh" director tagged Sushant Singh, general secretary, Cine And TV Artistes' Association (CINTAA) and Ashoke Pandit, chief advisor, Federation of Western India Cine Employees (FWICE). Roy, who has been in active in the entertainment industry since late 1990s, has acted in films such as Emraan Hashmi-starrer "Raja Natwarlal" and "MP3: Mera Pehla Pehla Pyaar". His credits on the small screen include "Banegi Apni Baat", "Remix", "Kuch Rang Pyar Ke Aise Bhi", "Jeannie Aur Juju". JUR RDS RDS

TV actor Ashiesh Roy in ICU, asks for monetary help on Facebook

<ul><li><keyword id="2962484" type="PERSON" weightage="20" keywordseo="Mi-India">Mi India</keyword> launched the latest edition of its annual report ‘<keyword id="10631021" type="UNKNOWN" weightage="20" keywordseo="patchwall-replay-2020">PatchWall Replay 2020</keyword>’.</li><li>The report throws light on the latest insights and interesting trends from the <keyword id="350845" type="ENTERTAINMENT" weightage="20" keywordseo="Show-Business">show business</keyword>.</li></ul> Mi India in its annual trend report ‘<keyword id="10631022" type="UNKNOWN" weightage="20" keywordseo="patchwall-replay">PatchWall Replay</keyword> 2020’ revealed that there was a 161% increase in news views in 2020. The study evaluates the consumption patterns of over 5 million consumers across 25+ content partners and throws light on the latest insights and interesting trends from the show business. Mi India had introduced PatchWall on Mi TV’s in 2018. Designed specifically for the Indian market, PatchWall provides one of the largest content libraries comprising both Indian and global content partners. In 2020 alone, PatchWall witnessed over 14 billion interactions across different categories such as movies, TV shows, music, kids entertainment etc. From strict lockdowns to a roller-coaster of emotions, the year 2020 was entailed by unprecedented challenges. However, with the world going digital across entertainment, work, education, and communication, 2020 witnessed an immense growth in the media streaming landscape. After surveying 5 million consumers, Mi India’s PatchWall Replay 2020 details out all the trends that dominated the Indian OTT space in the last year. Commenting on the unveiling of the report, Eshwar Nilakantan, Category Lead - Mi TVs, Mi India, said, "Mi TVs have become an integral part of families and consumers’ lives and they further solidify Mi India’s leadership in the smart TV segment. Having sold over 5 million TVs, we not only understand the requirements of Indian consumers, but have also taken significant steps to address their needs. “Content first” has always been our Mi TV team’s philosophy and that led the company to introduce PatchWall on Mi TVs and since then, we have rolled out over 40+ features and extended partnership with 25+ content partners. We are happy to unveil PatchWall Replay 2020’, it throws light on what India watched in 2020, across all OTT platforms.” <cmsannotation type="cmsannotation" annotationid="From blockbusters to originals, content that trended" text="From blockbusters to originals, content that trended">From blockbusters to originals, content that trended</cmsannotation> While the pandemic put a halt on ‘Let’s go and watch a movie, it’s Friday’ in 2020, the love for movies among people didn’t subside. For a Friday release, PatchWall generated similar traffic as a housefull on a first day - first show across all 3k+ multiplex chains in India. There was a 2.5X increase in the number of people watching movies on weekdays as compared to 2019, making views increase by 97% in the movies category. Laxxmi, Dil Bechara, Angrezi Medium, Lootcase, Chhalaang, Khaali Peeli and Chintu Ka Birthday, among others were some of the popular movies, trending in 2020. India gravitated towards strong performances, Rajnikanth trended in February, followed by Deepika Padukone and Saif Ali Khan in March, and Superhero movies taking the spot in May. July was ruled by Sushant Singh Rajput, and soon India’s focus shifted to cricket in August. Akshay Kumar and Mulan made highlights in November and December respectively. According to the report, April to August were blockbuster months, because of movies releasing on OTT platforms during that time. 2020 was the year of some fantastic performance and original shows and series. With Indian audiences appreciating new categories in TV shows, the segment recorded 133 percent increase in engagement. Shows such as Mirzapur 2, Scam 1992: The Harshad Mehta Story, Pataal Lok, Sam Jam, Loser, Geetha Subramanyam scored big. April to June aired a devotional vibe in the living rooms with people reminiscing their old times with shows like Mahabharat, Ramayana, Devon ke Dev..Mahadev, and Shaktiman. There were more than 3 million interactions across these shows. <cmsannotation type="cmsannotation" annotationid="Kids’ content streaming witnessed new highs" text="Kids’ content streaming witnessed new highs">Kids’ content streaming witnessed new highs</cmsannotation> With education turning its route to the digital mode, the edutainment category saw a 177 percent increase along with a 205 percent increase in overall kids streaming. Wheels on the bus’, ‘Tales of Akbar and Birbal’, ‘Bal Ganesha’ were the stars of kids’ edutainment category, and ‘Show yourself’ and ‘Baby Shark’ became the new kids anthem. Interestingly, there were more than a million kids mode sessions trusted a million times by parents across India. <cmsannotation type="cmsannotation" annotationid="Regional language consumption increased" text="Regional language consumption increased">Regional language consumption increased</cmsannotation> The regional language content made space in the streaming landscape and a 56 percent increase was observed in this segment. PatchWall has content across 16+ languages including Punjabi, Gujarati, Bhojpuri, Assamese, Odia, Rajasthani, Urdu along with Haryanvi. The top languages that saw an increased consumption trend were Telugu, Tamil, Marathi, Malayalam, Bengali. <cmsannotation type="cmsannotation" annotationid="Fitness pumped its way up" text="Fitness pumped its way up">Fitness pumped its way up</cmsannotation> Online platforms served as fitness companions as well. With no access to gyms, Zumba classes, Yoga etc., the fitness category received a good boost with an increase of 93 percent views. From how to lose weight in 21 days to meditation for relaxing and yoga stretches, people tried to maintain their fitness regimes. Interestingly, users were pigging out on searches such as Sarson da saag, Jeera Chicken, Yoga stretch and instant 5 ingredient ice-cream. <cmsannotation type="cmsannotation" annotationid="Bigger appetite for Live news" text="Bigger appetite for Live news">Bigger appetite for Live news</cmsannotation> With a lot happening across the globe, news in any mode took most of the space. In response to this, a 161% increase in news views paved its way. <cmsannotation type="cmsannotation" annotationid="Grooving to music in our living rooms" text="Grooving to music in our living rooms">Grooving to music in our living rooms</cmsannotation> More than 20 million minutes were spent by PatchWall unsers listening and grooving to their favorite songs. Badshah, Arijit Singh, the duo Vishal-Shekhar, A.R Rahman, and Neha Kakkar rocked the charts the whole year and the popular music videos that glued Indians to their screens included Genda Phool, Illegal Weapon, Dus Bahane, Bhankaas, and Khulke Jeena ka. <cmsannotation type="cmsannotation" annotationid="Eat. Binge. Sleep. Repeat. with PatchWall" text="Eat. Binge. Sleep. Repeat. with PatchWall">Eat. Binge. Sleep. Repeat. with PatchWall</cmsannotation> The new trend surfacing was Eat.Binge.Sleep.Repeat. The newly launched features of PatchWall such as India Top 10 Today, Celebrity Watchlist, and Collections recorded 87 million views. India Top 10 Today: It garnered 48 million views with top trending titles such as Laxmii, Dil Bechara, Mirzapur 2, Scam 1992- The Harshad Mehta Story, Mulan, Darbar, Chintu ka Birthday, Pataal Lok, and Aarya, along with Colour Photo. Celebrity Watchlist &amp; Collections: This feature accounted for 39 million views with people exploring the watchlists of Vidya Balan, <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword>, Ali Faizal, Maanvi Garoo, and Abhishek Bachchan. In just 2.5 months, more than a million people created Watchlists, and watched more trailers with the new User centre feature added on Patchwall. PatchWall Replay 2020 shows how the OTT space witnessed a major boom in 2020 with people looking for fresh and rejuvenating content across platforms.

2020 saw a 161% increase in news views: Mi India PatchWall Replay 2020

<ul><li><keyword id="53189" type="General" weightage="100" keywordseo="boat" source="Orion">Boat</keyword> raises funds to expand market share in smartwatches along with more innovative products.</li><li>The company is making significant progress in diversifying its manufacturing footprint via partnerships with various leading electronics manufacturing services (EMS) players in <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>.</li><li>A significant proportion of Boat's products are now being produced in India (1 million units every month currently).</li></ul>Imagine Marketing Limited, the parent company of consumer electronics brand boAt, is raising Rs 500 crore from its existing shareholder, an affiliate of Warburg Pincus, a leading global private equity fund and new investor <keyword id="2237913" type="General" weightage="80" keywordseo="malabar-investments" source="Orion">Malabar Investments</keyword>. The investment, said the company, will enable it to accelerate its plans to attain leadership in the smartwatches category, scale up its business both within and outside India and further strengthen its R&amp;D and design capabilities. "The new funding will allow us to invest significantly to disrupt the smart watches spaces with more innovative products. And we are thrilled that investors continue to have strong conviction and confidence in the boAt story," said <keyword id="158171" type="General" weightage="50" keywordseo="aman-gupta" source="Orion">Aman Gupta</keyword>, Co-founder and Chief Marketing Officer, of boAt. The company is making significant progress in diversifying its manufacturing footprint via partnerships with various leading electronics manufacturing services (EMS) players in India, including Dixon, with whom it has also created a manufacturing joint venture. A significant proportion of boAt's products are now being produced in India (1 million units every month currently). The company said it is also planning to take the boAt brand overseas. "Through boAt labs (our 120-person in-house R&amp;D team) and our acquisition of KaHa Technologies, (a world-class wearables technology and IoT platform, with 64 patents and patent applications), we are developing the next generation of products," informed <keyword id="264384" type="General" weightage="50" keywordseo="sameer-mehta" source="Orion">Sameer Mehta</keyword>, Co-founder and Chief Product Officer of boAt. boAt closed FY 2022 with net revenue of approximately ₹3,000 crore with 100 per cent YoY growth. SEE ALSO: <a href="https://www.businessinsider.in/defense/news/defense-expo-2022-a-big-step-towards-self-reliance-in-defense-with-a-new-tank-gun-system-and-more/articleshow/95006121.cms">Defense Expo 2022: A big step towards self-reliance in defense with a new tank, gun system, and more</a> <a href="https://www.businessinsider.in/defense/news/made-in-india-lightweight-combat-helicopter/articleshow/94613836.cms">Here’s everything you need to know about the made-in-India lightweight combat helicopter</a>

Boat raises ₹500 crores from Warburg Pincus affiliate, Malabar Investments

<ul class="summary-list"><li>The #MemeOlympics hashtag has started trending after Indian users popularized it on <keyword id="6354616" type="UNKNOWN" weightage="60" keywordseo="Twitter">Twitter</keyword>.</li><li>The hashtag involves awarding satirical "medals" to various figures like actors and politicians.</li><li>It's one of many viral moments to come from the <keyword id="1581035" type="PERSON" weightage="60" keywordseo="Tokyo-2020">Tokyo 2020</keyword> <keyword id="6360967" type="UNKNOWN" weightage="60" keywordseo="olympics">Olympics</keyword>.</li></ul>As the long-awaited Tokyo 2020 Olympic Games commenced on Friday, the world watched and reacted on social media, with plenty of viral content, commentary, and memes. For Twitter users in India - a community colloquially called "Desi Twitter" - the games inspired a viral new trend.As part of the "<keyword id="1607045" type="COMPANY" weightage="60" keywordseo="Meme">Meme</keyword> Olympics" trend, Twitter users are making memes of some of the most famous Indian figures, ranging from Bollywood actors to politicians. The purpose of the meme is to give medals in fictional Olympic categories that can be complimentary or satirical.According to an April 2021 survey by data platform <a href="https://www.statista.com/statistics/242606/number-of-active-twitter-users-in-selected-countries/">Statista</a>, India is the country with the third-most Twitter users in the world - an estimated 18.8 million users - behind Japan and the United States.According to the <a href="https://indianexpress.com/article/trending/trending-in-india/memeolympics-twitter-tokyo-olympics-2020-7422822/">Indian Express</a>, the #MemeOlympics hashtag quickly started trending on July 25, and continued to do so across the next two days.Some Twitter users used the trend to meme celebrities, popular <keyword id="24504" type="ORGANIZATION" weightage="100" keywordseo="culture">culture</keyword> moments, and fictional characters. For example, user @absoloutesatya used the meme template to praise Bollywood actor Ranveer Singh for his dress sense, while @Yash1701__ paid homage to actor Dilip Joshi from popular Indian sitcom "Taarak Mehta Ka Ooltah Chashmah," who won for "bringing smiles to millions of faces."Others went more political with the format, as they used the meme to joke about and criticize politics and current affairs. For example, coupled with a tongue-out emoji, one tweet awarded Nirmala Sitharaman, the divisive Minister of Finance for India, with a medal for "best economist."#MemeOlympics is just one of many viral moments that have spread across social media during the Tokyo 2020 Olympic Games.<a href="https://www.insider.com/lady-gaga-julyana-al-sadeq-taekwondo-viral-photo-twitter-trend-2021-7">A TikTok posted by Team Israel Olympian Ben Wagner</a> went viral on Monday after he and eight other teammates put the athletes' controversial "cardboard beds" to the test. Meanwhile, Julyana Al-Sadeq, who was representing Jordan in taekwondo, went viral on Twitter after users noted <a href="https://www.insider.com/lady-gaga-julyana-al-sadeq-taekwondo-viral-photo-twitter-trend-2021-7">her likeness to pop star Lady Gaga</a>.<a href="https://www.insider.com/culture">For more stories like this, check out coverage from Insider's Digital Culture team here.</a>

Indian Twitter users are flooding the platform with a trend called #MemeOlympics, which hands out satirical 'medals' to high-profile figures

<ul><li>Rin has launched a new campaign to celebrate Olympic fencer C.A. Bhavani Devi. </li><li>It is a story of grit, determination and hard work. </li></ul>Rin detergent from the house of <keyword id="6365619" type="COMPANY" weightage="20" keywordseo="hindustan-unilever">Hindustan Unilever</keyword> has launched its latest campaign celebrating the inspiring story of C.A. Bhavani Devi, India’s first woman fencing champion to qualify for Tokyo Olympics 2021. From a humble background having chosen a relatively lesser-known sport of fencing, Bhavani had to overcome not just financial obstacles but also patriarchy led stereotypes. The TVC focuses on the heart-warming journey of Bhavani Devi and her struggle to keep her sporting dreams alive. <div type="Youtube" id="pqvIXQPaOQU" title="RIN - Ab Waqt Hai Chamakne Ka | Hindi" thumbUrl="https://i.ytimg.com/vi/pqvIXQPaOQU/mqdefault.jpg"></div> Bhavani with her determination and hard work perfected her skills in a relatively lesser-known sport while refusing to cede to the societal challenges levied upon her. Rin’s #AbWaqtHaiChamakneKa campaign demonstrates Bhavani’s tale of grit and gumption and the unflinching belief of a mother who supported her in this pursuit. The brand, which has always stood for ordinary people whose extraordinary actions have made the world stand up to take note, shares Bhavani’s story hoping to inspire several others on their journey to success. The minute-long TVC opens with a shot of Bhavani practicing fencing as a child and recalls the journey of her struggle against patriarchal notions, right from childhood to that of a successful fencer. Her first fencing kit was expensive in a household of limited means. Her mother financed her training by pawning her gold and encouraging her to never stop dreaming. Every day was a challenge, she went home exhausted with training gear dirty and soiled from the day but she never gave up and always showed up resolutely the next day. Finally, she goes ahead to win gold at the Commonwealth games and she holds up her gold medal as a fitting tribute to her mother’s faith and unrelenting support when says, ‘Dekho maa main sona vapis le aae.” The brand, through its core purpose-led narrative of lending brightness not only to clothes but to people with the inner passion, to better their lives and stubborn confidence in themselves &amp; their ability to make it big, despite starting without privileges. Commenting on the launch of the campaign, Prabha Narasimhan, Executive Director &amp; VP – Home Care, Hindustan Unilever Ltd, says, "Rin has been an integral part of Indian households for over five decades now and has stood for people who are unwilling to be defined by preset roles and have the courage to pursue their dreams, undeterred by their socio-economic backgrounds. The brand stands for supporting and celebrating the progress seeker, individuals who pursue their dreams and demonstrate courage to rescript their destiny. Through our latest campaign, 'Ab Waqt hai chamakne ka', we endeavoured to showcase the glorious journey of Bhavani Devi, her mother's sacrifices and their collective success and in the process inspire millions of others to keep persevering in their dreams, despite the odds. The essence of our brand aligns beautifully with such extraordinary stars who have risen from ordinary lives. We salute Bhavani for her dedication and wish her good luck as she prepares to represent India in Olympics 2021.” Brand Team: Prabha Narasimhan: Executive Director &amp; VP – Home Care, Hindustan Unilever Nitish Bhalotia – General Manager, Fabric Solutions Apala Sen – Marketing Manager, Rin Sonam Doshi – Assistant Brand Manager, Rin Gaurav Mehta – Assistant Brand Manager, Rin Agency Credits: CCOs : Harshad Rajadhyaksha, Kainaz Karmakar, Sukesh Nayak Vice Chairperson &amp; Chief Client Officer: Hephzibah Pathak Chief Strategy Officer: Prem Narayan Senior VP, Planning: Russel John Planning Director : Sanketa Kapse Managing Partner (Creative - West): Anurag Agnihotri Group CD and Copywriter: Saurabh Dikshit Group CD: Shahrukh Irani Senior VP : Nikhil Mohan Client Services Director: Chandni Butta Account Supervisors : Savni Kenkre &amp; Aouj Naqvi Production House: Little Lamb Films Director: Bauddhayan Mukherji (Buddy) Executive Producer: Monalisa Mukherji Producer &amp; Editor: Avishek Ghosh

Rin celebrates India's Olympic fencer C.A. Bhavani Devi's story of grit, determination and hard work in its latest TVC

<ul><li>Sony SAB announced that it is entering the mythology genre with its new show <keyword id="13134919" type="General" weightage="20" keywordseo="Dharm-Yoddha-Garud" source="Orion">Dharm Yoddha Garud</keyword>.</li><li>We speak to <keyword id="939891" type="General" weightage="20" keywordseo="neeraj-vyas" source="Orion">Neeraj Vyas</keyword>, Business Head, Sony SAB on the new show, how the channel has been doing, advertiser response since the pandemic and how the channel plans to keep offering content relevant to its audience.</li></ul>It was in 2019 that Sony SAB refreshed its brand identity to ‘Khushiyon Wali Feeling’, in an attempt to come across as an enabler of happiness in its consumer’s lives. The TV channel wanted to stand for a larger purpose in life, that of making people happy through their offerings. Almost 3 years down the line, the philosophy seems to have worked in its favor. Sony SAB has been at Number 2 in the Hindi speaking market for 8 months now. It has been consistently trying to come up with relatable content, in an attempt to go beyond the perception that Hindi GECs are only about family dramas and ‘saas bahu’ daily soaps. It is also trying to change the perception that it is only a comedy channel. As a part of this attempt, Sony SAB has announced the launch of its latest show, its foray into mythological with ‘Dharm Yoddha Garud’. Speaking about the show, Neeraj Vyas, Business Head, Sony SAB said, “The mythology space is completely untested for us. However, for the last few years, we have tried to come up with content that is relevant, and that will add some meaning to our viewer’s lives. While getting into the mythology space, we could easily have done something on Krishna, Ganesh or Hanuman. But we have always endeavored at doing things that have never been done before. Garud’s story had been playing on our minds for a long time. We took almost a year to research on it. We knew it would need a lot of technology and only when we had all the pieces together, we decided to go ahead with it.” The show which has used state-of-the-art technology and visual effects is the most expensive show that the channel has ever commissioned, Vyas shared. While Sony SAB is perhaps most know for its most popular show Taarak Mehta Ka Ooltah Chashmah (which is also one of the longest running daily comedies in the world, with over 3398 episodes), in the past few years, the GEC has tried to come up with more differentiated content including shows like Wagle Ki Duniya – Nayi Peedhi, Naye Kissey, Shubh Laabh, Aapke Ghar Mein, Ziddi Dil – Maane Na, Maddam Sir, Sab Satrangi, Goodnight India. “We at Sony SAB are dedicated at promoting an enjoyable family-viewing experience and can truly define ourselves as a true blue ‘living room brand’, because we ensure there is something that can appeal to everyone in the family,” explained Vyas. When asked how they are tackling the fight for attention at a time when <keyword id="1245953" type="General" weightage="20" keywordseo="ott" source="Orion">OTT</keyword> is coming up with such a huge variety of content, again for consumers of all age and demographies, Vyas said, “If TV has to stay relevant and competitive, we will have to balance between what we think the consumer wants to see and the rating reality. We will have to work a lot harder and go beyond the routine offerings of love stories and ‘saas bahu’ dramas. We will have to invest a lot more because today it is all about the quality of content you offer your viewers.” Advertiser response, however, Vyas shares has been very positive. “We bounced back from the doom and gloom of the first four months of the year pretty well. In fact, the last six to seven months have been superb from an advertising point of view probably because the channel has done very well,” shared Vyas adding that from an advertising revenue point of view, by the end of March, the channel would have grown by almost 70% over last year. The channel has always given a lot of importance to listening to its consumers and crafting content around what they want to watch. On what his focus areas will be going ahead, Vyas shared, “A strong communication strategy will be an important focus for us. As we get into April-May, we will be coming up with a very large consumer campaign that will focus on imprinting our unique brand philosophy into the minds of our consumers. And now that the pandemic is almost over, we will also stay a lot more focused on going out and talking to consumers a lot more aggressively to get a first hand feel of what's happening in their lives. We haven’t been able to do that for a while now but that is the plan for the future. And we will just get leaner and smarter from here.”

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