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Arré strengthens its content strategy

After a successful season of A.I.SHA-my virtual girlfriend, the multi-media content destination is set to launch two new programmes -- ‘Arré Ho Ja Re-Gender,’ a reality show and ‘'Official Chukyagiri,’ a fiction show

BestMediaInfo Bureau | Mumbai | July 22, 2016


After the recent success of the first season of A.I.SHA- my virtual girlfriend, digital entertainment provider Arré is all set to bring in two new shows to engage the audience. Not only that, Arré announced the second season of A.I.SHA-my virtual girlfriend.

Arré Ho Ja Re-Gender is a reality show and India’s first ever digital reality series-cum-social experiment that explores the relationship between the sexes. The men will become women and vice versa. Six participants will discover not-so-obvious truths about the opposite sex.

Arré will launch the first episode of Arré Ho Ja Re-Gender on July 23. The show, based on an Israeli format called ‘Re-Gender’ by Armoza Formats, is a daring social experiment that breaks down the rules of gender perception and challenges the society-defined gender stereotypes.

Arré will also launch its third fiction show 'Official Chukyagiri’, which is an emotional yet humorous take on life in corporate India, viewed through the eyes of an intern.

At a recent event, producer of A.I.SHA, Raghu Ram, Founder of Monozygotic, also announced the launch of the show’s season two.

Speaking about the content strategy, B. Saikumar, Founder and Managing Director, said, “We wanted to launch Arré with a differentiated property, one that was entertaining, contextual and clutter-breaking. I am happy that A.I.SHA was the right show to launch with, since the viewer response has been overwhelming and it has set a good benchmark for our upcoming shows. We’re excited about Season 2 and hopefully will pack in enough thrills and chills for our viewers.”

Arré Ho Ja Re-Gender:





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