21, Dec 2023
“The project is truly exceptional, like something never witnessed by the Indian audience”, says Vishaal Asrani director of Masha and the Bear LIVE
Viacom18 LIVE, pioneers in experiential and immersive entertainment experiences, is all set to mesmerize kids and families with the live theatrical adaptation of the famed animated series on Nick Jr., ‘Masha and the Bear’. Produced by Viacom18 LIVE and presented by HSBC India, the entertainment spectacle will go on an incredible journey across the country, commencing in Mumbai on 23rd December 2023, followed by performances in Bangalore, Delhi, and Hyderabad and thereafter concluding its tour in Mumbai in March 2024.
Packed with music, dance, and a strong narrative around “A Very Detective Story”, to make it suit and appeal to children of all ages, the show will provide the audience with an interactive experience where Masha and The Bear will need the audience’s help to solve this mystery together. Featuring various characters from the show, ‘Masha and the Bear LIVE’ is a musical story that will revolve around Masha, the Bear, Professor Nonbelevious, Rosie, the Panda, Sly Fox and Silly Fox & more, who will join Masha to solve the mystery of missing items from her home! With stunning visuals, engaging storytelling, and delightful music, the extravaganza will transport children into the beloved animated world of Masha and her best friend, the Bear, leaving everyone satisfied with solving this mystery with their favorite characters.
Show director of Masha and the Bear LIVE, Vishaal Asrani said, “After 30 years of work in theatre and bringing many productions including, DREAMWORKS’ “Madagascar- A musical adventure” and Rudyard Kipling’s “THE JUNGLE BOOK” to India, we were approached to direct MASHA AND THE BEAR by Viacom18. The project is truly exceptional, like something never witnessed by the Indian audiences. So watch out for a spectacle of song, dance and entertainment of international standard like never before, come alive on stage, for the first time in India.”
Masha and the Bear has gained immense popularity in India, captivating both children and parents with its delightful storytelling and endearing characters. Its widespread appeal on Nick Jr India has made it a household favorite across the country. With the great history of Viacom18 LIVE providing immersive live entertainment, including events like ‘Vh1 Supersonic,’ ‘Vh1 Lift Off,’ and ‘Peppa Pig LIVE musical, the Masha and the Bear LIVE is set to continue this tradition of bringing unforgettable experiences to the audience.
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- By Rabindra
6, Nov 2023
COLORS joins forces with the Ministry of Women and Child Development to support the ‘Beti Bachao, Beti Padhao’ initiative
Mumbai, 6th November 2023: COLORS, India’s leading Hindi GEC, today announced its collaboration with the Ministry of Women and Child Development’s ‘Beti Bachao, Beti Padhao’ initiative, to address the issue of girl child abandonment, through the launch of its new fiction show Doree. Television as a medium has played a huge role in holding a mirror to society and led to many women becoming agents of change.
With an aim to bring societal change and address the gender bias against girl child, through this association COLORS aims to raise awareness about the social evil of girl child abandonment. In addition to launching a primetime show on the subject, as part of this association, COLORS will promote the 24-hour emergency toll-free Childline India helpline number (1098) for those seeking assistance for any abandoned girl child across the nation. Doree, airing every Monday to Friday at 9:00 pm on COLORS, aims to generate popular conversation and thereby raise awareness on the issue of girl child abandonment.
Hon’ble Smt. Smriti Irani, Minister of Women and Child Development and Minority Affairs says, “Just as a nation’s progress is defined by how it treats its women and children, similarly entertainment’s impact is defined by how it can change mindsets. Under the guidance of our honourable PM Shri Narendra Modi, the Ministry of Women and Child Development has made great strides through the ‘Beti Bachao, Beti Padhao’ initiative in changing the way a girl child is perceived. I’m glad that our country’s foremost entertainment channel COLORS has joined in this initiative to create a show, Doree on the important but often overlooked issue of girl child abandonment. The channel will be raising awareness of our Childline India 1098 helpline amongst viewers and provide the much-needed popular support to this initiative.”
Kevin Vaz, the CEO – of Broadcast Entertainment, Viacom18, says, “We are honoured to be partnering with the Ministry of Women and Child Development to raise awareness about the prevalent issue of girl child abandonment through our new show, Doree and the ‘Beti Bachao, Beti Padhao’ initiative. As the country’s most-watched primetime entertainment destination, joining forces with the ministry to promote the Childline helpline number through our show is poised to catalyse meaningful behavioural change in society. We are hopeful that Doree will touch the lives of millions of viewers and bring focus on the social evil of girl child abandonment.”
The social drama revolves around a six-year-old Doree fighting against a patriarchal society for her rights and features popular television actors Amar Upadhyay as Ganga Prasad, Sudhaa Chandran as Kailashi Devi Thakur, and child actor Mahi Bhanushali as Doree.
Let’s pledge to bring a change in the society with ‘Doree’ premiering tonight at 9 pm and thereafter every Monday to Friday only on COLORS
11, Oct 2023
Mackly joins forces with Viacom18 Consumer Products to introduce a mighty PAW Patrol kids’ collection
India, 11th October 2023: Mackly, the pioneer in kids’ clothing has once again set a remarkable milestone by launching a stylish and captivating ‘PAW Patrol’ collection of kids’ wear, in an exclusive collaboration with Viacom18 Consumer Products, the merchandising arm of one of the biggest Indian media conglomerates. This strategic move underscores Mackly’s commitment to offering a unique fusion of comfort and style while prioritizing essential factors like comprehending children’s daily habits and nurturing their personal growth.
In this groundbreaking move, Mackly has not only introduced innerwear but also an extensive range of kids’ clothing that is set to revolutionize the way children dress and experience comfort. By incorporating the lovable PAW Patrol characters into their clothing line, the brand aims to make getting dressed an exciting adventure for kids. This collection encompasses a diverse array of garments, spanning from innerwear to everyday casuals, and is designed to be entirely unisex, allowing children of all genders to express their distinct personalities while embracing their favorite animated heroes.
Highlighting the collaboration, Ms. Sharmila Srikumar, Founder of Mackly, commented, “We are thrilled to introduce a wide range of kids’ wear in collaboration with PAW Patrol, offering parents a one-stop solution for stylish and comfortable clothing for their kids. Our collaboration with PAW Patrol is not just about clothing; it’s about nurturing a unique and fun approach to children’s well-being, where comfort, style, and personal growth go hand in hand. With this exciting collection, Mackly is paving the way for parents to provide their children with clothing that fosters self-confidence, creativity, and an active, positive lifestyle. Just like the PAW Patrol heroes who embark on a mission to safeguard the world, our brand is on a mission to provide children with comfort through their clothing choices.”
Sachin Puntambekar, Business Head of Consumer Products, Viacom18, added, “We, at Viacom18 Consumer Products, are committed to engage with consumers in novel ways. We’re delighted to bring this new collection with Mackly to the fans of PAW Patrol, who like to wear their fandom on their sleeves. This is a great collaboration in the expansion of the footprint, of this much-loved animated series franchise.”
Through this mighty collection, children can embrace the heroic attributes of their beloved PAW Patrol characters, encouraging their creativity and problem-solving abilities. This integration of play into their daily clothing choices adds an extra dimension to their growth journey, reinforcing the idea that learning and development can be both enjoyable and fashionable. Each piece in the PAW Patrol collection is thoughtfully designed to align seamlessly with children’s growth and development. The fabrics used are not only soft and comfortable but also durable, allowing kids to explore, play, and learn with confidence. The designs are vibrant and age-appropriate, fostering a sense of fun and positivity in children’s daily routines.
As Mackly leads the way in India with this innovative collaboration, parents can now discover a comprehensive range of unisex kids’ clothing that combines the mighty style, comfort, and magic of PAW Patrol on their website. It’s the pawfect collection for theme parties, birthday celebrations, and everyday adventures for kids.
6, Oct 2023
MTV redefines success for the youth, unveils ‘MTV Question Marks’ campaign
Mumbai, India, October 06, 2023:
India’s leading youth entertainment brand, MTV, from Viacom18, one of the largest media conglomerates of the country, launches a brand-new culture-defining youth campaign, ‘MTV Question Marks’. As a part of the pro-socio initiative, MTV organized a ‘mindset reorientation workshop for parents’ to reduce academic pressure on today’s youth.
The workshop took place in the presence of Cause Ambassador and renowned writer, producer, and mental health activist, Shaheen Bhatt, mental health experts Aanchal Narang – Founder of Another Light Counselling, Psychologist, Anureet Sethi – Co-founder, Chairperson, Trijog – Know Your Mind, General Manager (IEC) Podar Education Network on the stage along with Arushi Sethi Shah – CEO, Co-Founder, Trijog – Know Your Mind and Ankur Goel – Founding Member & COO at Drums Food.
MTV’s latest campaign takes a bold step to redefine the role of academic marks as the sole measure of success. The campaign’s messaging ‘Marks Hai Benchmark Nahi’ is rooted in consumer insights. A comprehensive youth study by MTV focused on 15-25 yr. olds showed that 60% of them are closer to their parents than their friends. Interestingly, despite this affinity, more than half avoid debating their parents assuming they would not see their point of view. Based on this insight and the pressure to score high marks, MTV Question Marks aims to open a sustainable dialogue between youth and their parents, who they consider as the first and the safest harbour for difficult conversations.
MTV collaborated with highly qualified experts, creating a resource bank and providing channels of counsel and communication on their dedicated campaign microsite www.mtvquestionmarks.com. MTV also unveiled an impactful and novel brand film that elevates the core message of the campaign, questioning the overdependence on marks as a metric for a successful life. The film encourages parents to step up and change the narrative, by staunchly supporting and shaping their child’s unique path to success.
Speaking on announcing its latest campaign, Anshul Ailawadi, Head – Youth, Music, and English Entertainment, Viacom18, said, “MTV has never shied away from shining the light on themes that matter to young Indians. Our latest campaign, MTV Question Marks, is a clarion call for change. With this initiative, we hope to bring a mindset shift amongst parents, to move beyond traditional academic benchmarks, and believe in the capability of young minds to define success on their own terms.”
To expand the campaign’s reach, MTV has forged strategic partnerships. Snack Partner Epigamia, through its co-branded, limited edition yogurt edition with the tagline ‘Naye Zamane ka Dahi Shakkar’ packaging will add a creative dimension, enhancing the campaign’s visibility and appeal to a wider audience.
Rahul Jain, Co-founder & CEO, of Drums Food International, said, “We are proud to partner with MTV on this campaign, a noble initiative aimed at reshaping the way parents perceive success for their children. Our limited edition yogurt ‘Naye zamaane ka dahi shakkar’ symbolizes the support we offer to parents and students during the stressful exam season. We believe in nourishing not only bodies but also minds. It’s more than just yogurt; it’s a taste of confidence and well-being in every cup.”
On the association, Aanchal Narang, Founder of Another Light Counselling, a Psychologist said, “Exams are often equated with a child’s capability to succeed, which is unfair threshold. With this campaign, we hope to create a space where parents can learn and understand their children in a way most have not before. We aim to help parents navigate through their children’s academic life while being empathetic and compassionate.” Youth Mental Health Partner Another Light Counselling has been an integral collaborator in giving life to the parent-focused workshop, providing resources for mental health management, and driving a meaningful conversation through it.
“We champion celebrating efforts, debunking the misconception that top academic performance defines worth. Our campaign emphasizes nurturing environments, acceptance, and mental health support, bridging the gap with Trijog.” Added, Arushi Sethi, CEO, Co-Founder, Trijog – Know Your Mind
Anureet Sethi, Co-founder, Chairperson, Trijog – Know Your Mind, General Manager (IEC) Podar Education Network mentioned, “We challenge the belief that academic success guarantees happiness. By prioritizing emotional resilience, empathy, and compassion, we pave the way for societal stability. Join our campaign to shift focus from IQ to EQ, creating a stronger, empathetic society.”
Wellness Partner Trijog, an expert in mental health support, will provide vital about 100 free counseling sessions to the campaign participants and a handbook with critical information on dealing with exam stress, ensuring the campaign’s impact extends beyond its initial duration. The campaign will also promote the Government of India’s Department of Public Health and Welfare’s initiative, the National Tele Mental Health Programme of India – Tele MANAS, a comprehensive mental health care toll-free helpline number that makes mental health services accessible and free to every individual. Yashlok Foundation, a renowned not-for-profit organization, supported the cause as an Awareness Partner.
Special Guest Dr. Ravinder Singal, (ADGP) Additional Director General of Police of Maharashtra Highway Traffic Police shed light on the importance of youth mental health in the context of academic stress, saying, “The growing stress on kids today makes me want to share this important message with all parents. I really think that true success comes more from being brave and trying new things than just from grades. While grades show what a student remembers, they don’t show who they really are inside. Just getting good grades doesn’t mean you’ll be successful.
There are many opportunities waiting for our kids. We should all work together to make sure our kids feel good mentally and emotionally, helping them find these opportunities. Let’s be a strong support for our kids, helping and understanding them instead of pushing them too hard. We should always listen to them, helping them in good and tough times. And if we think they need extra help with academic stress, it’s okay to ask experts. After all, grades are just one way to see how a kid is doing, kyunki marks hain, benchmark nahi.”
The ‘MTV Question Marks’ campaign aims to create a seismic shift in perceptions of success, and the consequent academic pressure. By creating a nationwide movement that empowers the youth and parents to value individual growth and personal exploration, MTV stands at the forefront of championing a brighter, more balanced future for the youth of India.
