Television

TLC’s ‘Midnight Misadventures with Mallika Dua’ garners huge traction from advertisers

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MUMBAI: TLC’s India production ‘Midnight Misadventures with Mallika Dua’ has garnered huge traction from marquee advertisers. The on-air broadcast of the show is Co-Presented by L’Oreal Paris Extraordinary Clay & Veeba and Co-Powered by TTK Prestige and Fogg while Flipkart has logged-in as the Associate Sponsor. The first episode of the show, which premiers Monday, September 17 at 20:00 hrs, will have Mallika Dua as Shalishka getting into interesting, relaxing and deeply emotional 2 AM conversations with celebrities from different walks of life. The 10-episode series features luminaries such as Badshah (Rapper), Rajkummar Rao, Radhika Apte, Tanmay Bhat, Vicky Kaushal, Huma Qureshi, Vishal Dadlani, Kaneez Surka, Sumukhi Suresh, Bhuvan Bam and Sanya Malhotra.

In each episode of Midnight Misadventures with Mallika Dua, Shalishka (Mallika) and one of her celebrity friends will began their adventure armed with whatever they muster from the fridge. Shalishka will develop new recipes; mixing never before mixed ingredients followed by cooking; gossip, healthy conversations and a good face stuffing session over comfort food. 

Vikram Tanna, VP, Head of Advertising Sales and Business Head of Regional Clusters, Discovery Communications India, said, “The show’s unique construct of delayering never seen before side of prominent influencers is well positioned to engage with TLC’s super fans. Further, we have created thought-through opportunities for partner brands to engage with their target audiences in impactful ways.”

“Veeba is keen to associate with creativity in Indian kitchen making us a natural partner of a grand show like Midnight Misadventures with Mallika Dua. We want to capture the excitement of creating something new and ‘empower’ young Indians to be creative and experiment every day with new recipes much like what Mallika as the host does with celebrity guests in TLC’s new show,” said, Viraj Bahl, Founder & MD, Veeba.

“We believe that cooking is an expression of love, and the kitchen is where conversations and moments are created and treasured.  We love the format of the show from the word go as it offers us a strong opportunity to further strengthen connect with our core target audience,” said Mr. Dinesh Garg, Executive Vice President, Sales & Marketing, TTK Prestige LTD.

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