Video streaming platform Zee5 has entered into a strategic partnership with content and IP studio Applause Entertainment, a venture of Aditya Birla Group for a multi-show association.
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The two content companies will collaborate to create an original content slate of new Zee5 originals in Hindi across genres to entertain Zee5 viewers across the globe.
Zee5 also unveiled its first offering as part of the partnership, titled ‘Kaun Banegi Shikharwati’ produced by Applause Entertainment in association with Emmay Entertainment and directed by Gauravv Chawla and Ananya Banerjee. The show will premiere exclusively on Zee5 in January 2022. It is a dramedy series with a take on a dysfunctional royal family.
‘Kaun Banegi Shikharwati’ features a cast of well-known Bollywood faces, including Naseeruddin Shah essaying the role of a King, while Lara Dutta Bhupathi, Soha Ali Khan, Kritika Kamra, Anya Singh play his daughters, and Raghubir Yadav, Cyrus Sahukar, Varun Thakur and Anurag Sinha play other key roles.
Punit Misra, President - Content and International Markets, Zee Entertainment Enterprises, said, “Zee5’s content design principles centre around intimately knowing our viewers and building a bouquet of engaging and entertaining offerings for our multiple consumer cohorts. While consumer intimacy is at the heart of our content creation philosophy, our content creator partners are the other crucial pillar in our approach. We are excited about our partnership with one of the leading content creators of our country – Sameer Nair and Applause Entertainment. With our shared belief in consumer obsession, coupled with their unique content creation capabilities, I am confident that we will win the hearts of millions.”
Manish Kalra, Chief Business Officer, Zee5 India, said, “Being a consumer-first brand, our intent has always been to deliver real, relevant and resonant content to our audiences. This year, Zee5 has made a concerted effort to associate with premium content creators across languages and genres, a move that has enabled us to inch closer to our overall vision of ‘Entertainment inclusion’. We are glad to bring a like-minded partner on board to create compelling content together and launch quality originals, exclusively available on Zee5. Applause Entertainment has had a strong record of creating some of the most popular shows of recent times and with this association, Zee5 is confident of enriching our content slate even further.”
Sameer Nair, CEO, Applause Entertainment, said, “Over the past four years, Applause has created a diverse slate of content and explored stories across genres, languages and geographies. We are thrilled that our first outing with Zee5 is with ‘Kaun Banegi Shikarwati’, a light-hearted, heart-warming dramedy that is both quirky and delightful, and boasts a stellar cast of actors. We look forward to a long and fruitful partnership with Zee5 and help contribute in a small way to their global ambition.”
Nikkhil Advani, Producer, Emmay Entertainment, added, “In a fine blend of humour and drama, ‘Kaun Banegi Shikarwati’ offers a quintessential story of Indian families that’s replete with oddities and conflicts. But at the core of it, lies unfiltered emotions that’s sure to resonate strongly with the masses. We are delighted to partner with Applause in creating this wonderful show and are excited to release it to global audiences on a leading platform like ZEE5.”
Nimisha Pandey, Chief Creative Officer - Hindi Originals, Zee5, stated, “We are excited to bring premium bespoke originals to our existing gamut of diverse content in partnership with Applause Entertainment. With their expertise in creating captivating content across a multitude of genres, we are sure to create some exciting and engaging shows together. We are glad to present ‘Kaun Banegi Shikharwati’ as the first from this creative collaboration, with more enthralling content in the offing. There is an increasing need for family-viewing content in a post pandemic era and a multi-dimensional drama like ‘Kaun Banegi Shikharwati’ works beautifully in that aspect. We hope that the audience enjoy the roller coaster of emotions with this series.”