Rajshri partners Bajaj for Youtube cookery show


MUMBAI: For long it had been said that digital content pioneer Rajshri Entertainment was getting its mammoth YouTube views courtesy its Bollywood catalogue. That was because of the million plus subscribers it had on the mother channel Rajshri featuring Bollywood content. However, the founder, the late Rajjat Barjatya had worked hard to correct it by launching a slew of channels right from Rajshri Soul to Rajshri Food to Get Curried to channels in languages such as Tamil, Telugu, Marathi, Gujarati.

Most of these had started getting traction: Rajshri Food has a subscriber base of almost 500,000, Get Curried 70,000, Rajshri Soul 64,000, Peekaboo Kids, 48,000 and Mind Body and Soul 59,000.

The growth in its subscriber base and views in the non-Bollywood zone has encouraged it to launch its first brand integrated food show - Ruchi Unboxes with Bajaj on Rajshri Food, which offers only vegetarian recipes. Ruchi Bharani, the host of the show, is one of the channel's flagship chefs and will be appearing in five episodes between 1 August and 29 August with each episode being of six to seven minutes duration.

Within two days of its launch, the first episode which focused on the scrumptious Lebanese Falafel wrap, had managed to generate close to 100,000 views. The series has been shot in Ruchi’s home with a crew of five to seven over two weeks with Rajshri content head Kavya Krishnaswamy helming it.

The standout of the series is the brand integration the Rajshri team has managed for Bajaj. Throughout the show, Ruchi works in a Bajaj kitchen with Bajaj appliances helping make her life easier as she cooks. And at the end of the show viewers can get Bajaj giveaways and hampers delivered to their homes if they answer the chef’s quiz question right. The contest is being run on Rajshri’s facebook page too.

Rajshri Entertainment General Manager - Content Alliances Inderpal Singh Jaggi, says the Bajaj association is just a start. "We are looking at more and more brand integrations and not just with Rajshri Foods but with our other channels too," he says.

"Brand integration works in a two way benefit. It helps fund our content while we give the brand a wider and different audience," he points out. "We have received an overwhelming response from brands as well, considering the reach of our platform" informs Inderpal.

On the promotion front, Inderpal and team have lined up a social media marketing plan which includes ads on Facebook and Youtube. Hopefully it will cook up a storm for Ruchi Unboxes with Bajaj.

Latest Reads

Balaji Telefilms’ next show titled ‘Dil Hi Toh Hai’ to debut online on ALTBalaji after telecast on Sony TV

Balaji Telefilms Limited, India’s leading entertainment content producer operating across television, movies, and digital platforms, has announced the upcoming show, Dil Hi Toh Hai, will air on Sony Entertainment Television, while retaining the intellectual property to the show with itself. After...

iWorld Over The Top Services
Indians don’t mind watching some ads if subscription fee is less

MUMBAI: Over the top (OTT) players have a lot to rejoice in India. A survey conducted by YouGuv and Brightcove has found that non-subscribers of OTT in the country show a higher consideration of opting for it here as compared to other APAC markets. Despite a small sample size, the survey found...

iWorld Over The Top Services
India gets its own IPR mascot 'IP Nani'

MUMBAI: India’s intellectual property (IP) mascot – IP Nani – was launched by Commerce and Industry minister Suresh Prabhu over the weekend.

iWorld Broadband
Hoichoi to double original content to 100 hours this year

MUMBAI: The over the top (OTT) platform that has been a rage in the eastern part of India has ambitious plans for the coming year. With about 50 hours of original content live on the platform, Hoichoi aims to double that to 100 hours by the end of 2018.

iWorld Over The Top Services
PCCW Media launches Now E OTT platform

MUMBAI: Hong Kong-based media company PCCW Media has launched an over the top (OTT) platform Now E that will have several Asian dramas, movies, sports and Hollywood content to offer.

iWorld Over The Top Services
Zakir Khan partners with Mech Mocha’s Jetpack Joyride for his new show, Chacha Humare Vidhayak Hain, premiering on Amazon Prime

With smartphone gamers constantly on a rise in India, brands are turning to gamification for boosting adoption and user-engagement. Partnering with fun and popular mobile games allow brands to enjoy riveted attention of highly engaged users. By the same token, Zakir Khan has joined hands with...

iWorld Over The Top Services
OTT players see subscription revenue as India's future

MUMBAI: Most Indian over the top (OTT) and even traditional mediums have assumed that Indian audiences aren't willing to pay for content. But of late, discussions have shown that monetisation is happening at a slow pace. Though the return on investment (RoI) is not for the foreseeable future, the...

iWorld Over The Top Services
Reliance Jio ready to disrupt wired broadband: Matthew Oomen

MUMBAI: There’s further disruption coming thanks to the Reliance Jio juggernaut. Reliance Industries chairman Mukesh Ambani has said this time and time again for the mobile space where price wars have seen call and data prices plummeting, making consumers rub their hands in glee.

iWorld Broadband
TV relevant for streamers too finds survey

MUMBAI: The growth of video streaming is beyond question as streaming devices are easier options for viewers to explore various chunks of content. However, streamers in various parts of US also have a bonding with traditional TV according to a report from Nielsen local watch report.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories