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Arre.co.in launches its first digital series

Arré sci-fi series, ‘A.I.SHA’, launchedin association with Gillette India, premieres on April 9 on www.arre.co.in and Facebook and will soon be launched on YouTube too

BestMediaInfo Bureau | Mumbai | April 6, 2016


Arré, now live on www.arre.co.in, has announced the launch of ‘A.I.SHA - My Virtual Girlfriend’, in association with Gillette India, which will shortly launch Gillette Flexball. The new digital series will premiere on Facebook and arre.co.in. on April 9, 2016, and soon after on YouTube.

Arré will also premiere a digital social experiment series, ‘Ho Ja ReGender’ (in May 2016) and the recently announced sitcom,‘I Don’t Watch TV’. ‘A.I.SHA’ is the story of a relationship between a man and a woman, with a twist. The woman is an Artificial Intelligence Simulated Humanoid Assistant (A.I.SHA), created by the show’s protagonist, Sam. A television fiction series on similar lines, called, ‘BahuHamariRajnikant’ is on air on Life OK.

‘A.I.SHA’s’ storyline revolves around tech geek and coder, Sameer Luthra (Sam), who is frustrated with life and his soul-sucking boss, Sid (played by Raghu Ram). Sam’s secret project, ‘A.I.SHA’, is what keeps him going. A.I.SHA is the best thing that ever happened to Sam. A.I.SHA is beautiful, A.I.SHA is smart. A.I.SHA is also crazy. Will A.I.SHA redeem or ruin Sam’s life?

Smriti Mehra, VP - Business Development, Arré, said, “Fiction is an interesting way to talk to reality today – we live in a world where our devices know more than our best friend. We hope not just to tell an interesting love story complete with romance, revenge, and tech-thrills, but also leave the viewers thinking about how they interact with technology and their relationship with their gadgets.”

The series is being launched in association with Gillette Flexball. Gillette claims to have rebuilt the modern man’s shaving experience with the revolutionary FlexBall technology that has been specifically engineered to provide a three dimensional motion for the ultimate shaving experience.

Karthik Srivatsan, Country Marketing Manager, Gillette India, said, “The partnership resonates the core belief at the heart of Arré and Gillette. While Gillette’s core philosophy has always been to innovate, to serve evolving consumer needs, Arré has come up with this modern-age content destination in line with evolving viewership patterns. A.I.SHA is the first-of-its-kind clutter-breaking online series, which we are sure will keep the audience glued.”

To bring technical authenticity, the series has also partnered with Palo Alto Networks, the next-generation security company, as the Cyber Security Advisers and Dell as the Technology Partner.Anil Bhasin, Managing Director of Palo Alto Networks India, said, “We are thrilled to be teaming up with Arré and to be part of bringing technical authenticity to this new sci-fi thriller series. Our presence and engagement in this series represents an important opportunity to educate a broad audience about today’s cyber security realities and to help maintain trust in the digital age.”

The series has been produced for Arré by Raghu Ram and Rajiv Laxman, through their first production venture, Monozygotic. Ram, who also plays a pivotal role in the show, said, “I'm very excited to step into creating fiction for the first time in my career with A.I.SHA. With the arrival of a new-age digital media destination like Arré, there is a scope for telling fresh, new, and edgy stories for young people that'll never be told on TV.”


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