Television

Title sponsorship for Star's 'Antakshari' goes to Colgate Maxfresh; Juhi Parmer to co-host

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MUMBAI: Star is poised to ramp up its offerings on sister channel Star One and has signed on Colgate Maxfresh as the title sponsor for it's edition of the musical talent hunt show, Antakshari - The Great Challenge.



The brain child behind Antakshari, producer Gajendrra Siingh has once again roped in Annu Kapur as host. In addition to this, the show has also selected Juhi Parmer to partner Kapur as co-host.



A show that soon became a 'fashion' and 'phenomenon' on rival network Zee, Antakshari for the first time on Star promises to be "snazzier with new inclusions to the format and a reality aspect." Geared to hit television in the second week of February, the first season will run for a 13 week period.



Commenting on the association of Colgate Maxfresh with Antakshari, Star India advertising, sales and distribution Paritosh Joshi said, "Antakshari-The Great Challenge is a unique musical programme and is all set to add excitement to primetime viewing on Star One. With vibrant hosts and a lively and interactive format the viewers will be treated to a rich viewing experience each time. We are thrilled to be associated with a young brand like Colgate Maxfresh that will reach out to our audiences with innovative programming that is unique to Star One." 



On having initiated the partnership, Media Edge vice president Divya Radhakrishnan said, "Colgate Maxfresh is a brand targeting the youth. We have been constantly using platforms that engage this ever evasive TG beyond standard communication tools. In Antakshari, we saw an opportunity which was a good combination of a game show weaved in with a high entertainment quotient. This we believe will have a good appeal in our core TG." 



Four zonal auditions were conducted on the 12 and 14 January with guest judges including Ismail Durbaar at Indore, Abhijeet Bhattacharya in Kolkata and Annu Kapur in Delhi and Mumbai. 



Following Gajendrra Siingh's exit from Zee, the channel launched Antakshari last month with Titan as their main sponsor and Sunil Pal from the Laughter Challenge and Sa Re Ga Ma Pa 2005 champion Himani Kapoor as hosts. But with the original creator and host for the show propagating a fresh avatar for Antakshari on a new network - Star One, a fierce battle is yet to begin!

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