When a new show is unveiled, the first thing that we journo's look for is, 'Which big daddy of the corporate industry' is lending its brand to the show. And if the brands are absent, speculations rule the roost. By some strange force of 'advertising nature' the brands have always supported the non-fiction genres. So, every reality show – be it singing, dancing, unearthing the next big superstar, comedy shows…every show has a brand name attached to it! Be it a cellular company –Idea, Vodafone, Airtel or an FMCG product – Lux, Garnier, etc the brands have taken over the reality segment. No reality showcase is complete without having a brand before the shows name. Vodafone Yeh Hai Jalwa, Idea Fear Factor - Khatron Ke Khiladi, Garnier Nach Baliye...and the list goes on!
Give them a reality showcase – a list of 'singing and dancing' celebrities and you would find a battle between the telecom giants, FMCG majors and the list goes on. It's only the reality segment, which interests them. A close industry sources tells us, "A daily soap which goes on and on does not have ad value for the sponsors as they are bound to live the slot after some time and somebody else comes in as result no body remembers who was sponsoring 6 months ago." Shristi Aarya, of Rose productions says, "The channel owns the copy right and the reality segment is big budget. The cost of the celebrities involved is a big number. And the brands are not interested in the soaps, even though, they have a cult following."
But, 9x has managed to break the earlier tradition of 'sponsoring only the reality segment' because Airtel, Max New York Life, ITC Personal Care are co-sponsors of 9X's Kahaani Hamaaray Mahabharat Ki. Probal Gaanguly, Group Director, Revenue Management, Advertising Sales and New Media, INX Media, said, "Kahaani Hamaaray Mahabharat Ki has been created with the highest production values and on a grandeur and scale never seen before. I am delighted to announce that some of the most prestigious brands such as Airtel, Max New York Life and ITC Personal Care are co-sponsors of this mega epic series."
Ekta Kapoor's much awaited epic mythology will showcase a galaxy of super stars such as Ronit Roy, Sakshi Tanwar, Aryan Vaid, Chetan Hansraj, Akashdeep Saigal, Anita Hassanandani, Rakshanda Khan, Makrand Deshpande and Kiran Karmarkar, along with several others. Shot on High Definition format on a truly epic scale with spectacular sets and in locations such as Ladakh, Jaipur and Wai, 9X's Kahaani Hamaaray Mahabharat Ki has been created with the latest techniques in film production and special effects and promises to be a production for all time and all generations. It will have the same appeal and relevance for life today that it had thousands of years ago.
With the big guns behind Ekta Kapoor's epic, the K' diva is sure walking with a spring in her step. And Indrani and Peter Mukherjee's INX media are strutting their new formed feathers!
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