McDowell’s No.1 Soda by Diageo India is bringing alive friendships of well-known personalities from real to reel life through an advertiser-funded-programme titled No. 1 Yaari with Shivanna.
The series will be hosted by actor Shivrajkumar and will be simulcast on Viu and Star Suvarna starting February 25, 2018, every Sunday from 8.00-9.00pm. The show is being adapted in Kannada language after the show’s Telugu version tasted success.
The talk show is being launched in collaboration with Mindshare and Group M.
The show brings together for the first time as guests Sandalwood (Karnataka’s film industry) stars and their real-life BFFs who will share their behind-the-door secrets, friendship-defining moments and play interesting games with Shivrajkumar. The fans will be treated to some never-seen-before videos and the audience get to ask questions to their favourite stars to know them better.
Amarpreet Singh, Executive Vice-President and Portfolio Head, Marketing, Diageo India, said, “Curating a show, which is all about Yaari by joining hands with people who matter, was always on our agenda. With McDowell’s No. 1 soda No.1 Yaari with Shivanna, we are excited to co-produce a show that brings you closer to such stories of brotherhood between renowned artists, which is something the audience would look up to. We look to take a step forward in creating more engaging content to connect and engage with the millennials of today!”
Mac Machaiah, Chief Innovation Officer, Mindshare South Asia, said, "After the grand success that it enjoyed on its previous runs, this time, No. 1 Yaari will celebrate the timeless friendships built between stars in the Kannada entertainment industry. Mindshare is pleased and proud to have been able to co-produce it, and deliver such enriching, branded content to Indian viewers. Shedding light on the often unknown bonds built behind the scenes, it celebrates the wonderful spirit of brotherhood and friendship. This is yet another stepping stone on Mindshare's journey of creating unique shows and programmes for viewers in the country, spanning a variety of novel areas and subjects, by utilising machine learning, creativity, adaptive marketing, and more."
Sameer Gogate, Head of Monetisation and Distribution, Viu India, said, “With an endeavour to show premium content, we at Viu are extensively establishing content franchises that will appeal to the millennials nationwide. The franchise ‘No. 1 Yaari’ is one such exciting addition to our original content library that brings fans in touch with the personal life of popular celebrities. After success of the show in Telugu, we are glad to extend our long-standing partnership with Group M as we expand our content library with yet another engaging show hosted by the superstar of the Kannada film industry.”
“It’s a great moment of delight for us to have Shivanna as the host for the very emotional and feel good show. It is a treat to see him with stars getting connected to one another and give the audience glorious joyous time on Sundays at 8pm,” added the spokesperson from Star Suvarna.