Shemaroo launches alternative content division with Osho series

MUMBAI: Shemaroo Entertainment has set up an alternative content division and is kick-starting it with The Osho Talks series.

Shemaroo has signed a multi-year license deal with The Osho International Foundation under its alternate content segment "to bring to today‘s generation Osho discourses" through the home video format of VCDs and DVDs titled Osho Talks on the Shemaroo label.

The Osho Talks VCDs and DVDs are priced at Rs 149 and Rs 299 respectively.

Shemaroo has invested approximately Rs 20 million to tap the lifestyle and alternate market segment.

"Today home video penetration is huge and reaches out to a larger set of audience. Also, with increase in the standard of living along with awareness, the indulgence element is getting diversified. People are not just interested in watching films only. Hence, we decided to launch an alternative content division which will cater to various kinds of audiences ranging from children, philosophy, and literature to fitness and health. We have invested around Rs 20 million in this new division for this year and as we penetrate into this market more, we will pump in more amounts," said Shemaroo Entertainment joint managing director Atul Maru.

"How to Relax with Yourself and Art of Loving are the first two releases from the Osho Talks series. The forthcoming titles that Shemaroo plans to release shortly include How To be Really Alive, The Transforming Power of Sex and Loving and Accepting Yourself," stated Shemaroo Entertainment director Hiren Gada.

Shemaroo has assigned a budget of around Rs 200000 to 300000 to market the Osho Talks series. "We have tied up with various retail chains like Croma and Planet M where the Osho VCDs and DVDs will be available. We will also be looking at print and below the line advertising to tap our target audience," said Maru.

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