GECs
COLORS with Seagram’s Imperial Blue and Wavemaker goes hi-tech to launch AI-powered fun-filled #FansWaliHoli
Mumbai: This Holi sparked celebrations that are unique and innovative! Viacom18’s flagship Hindi entertainment channel COLORS hit a hatrick, marking their third collaboration with Seagram’s Imperial Blue Packaged Drinking Water and Wavemaker India for an unforgettable #FansWaliHoli campaign, powered by cutting-edge generative AI technology. This initiative delivers a personalized and interactive Holi experience for the fans, unprecedented in its scope.
This festive campaign, brought to life by Viacom18’s Network Branded Content in collaboration with Wavemaker India, empowers fans to create personalized Holi posters featuring their favorite celebrities: Karan Kundrra (Actor), Kanika Mann (Actor), Harsh Gujral (Comedian), and Raj Barman (Singer). Through an interactive microsite (www.becausemenwillbemen.com), fans can effortlessly select their preferred artists and generate custom posters with playful messages, encapsulating the essence of the vibrant festival of Holi, all while staying true to the brand ethos. These posters are then conveniently delivered to users’ WhatsApp for easy sharing with loved ones or posting on social media.
Vivek Mohan Sharma – Head, Branded Content, Viacom18 commented on the campaign, “We are constantly striving to push boundaries and explore innovative ways to connect brands with audiences. Building on Viacom18’s vision of adopting technology every step of the way, we are approaching content marketing through the lens of technology as well. By leveraging generative AI, we have created a fun and interactive experience for fans to celebrate Holi with their favorite COLORS stars, while seamlessly integrating the Seagram’s Imperial Blue Packaged Drinking Water brand message. This campaign is a perfect example of how we are marrying content solutions with cutting-edge tech to deliver a holistic brand and content experience.”
Ishwindar Singh, Pernod Ricard India said, “Seagram’s Imperial Blue packaged drinking water stands for embracing life with a smile and Holi, the festival of colors, is the perfect occasion to showcase our brand’s commitment to inspiring smiles and light-hearted moments. Partnering with Wavemaker & Viacom18 has allowed us to merge technology with celebrations to amplify the consumer experience through developing engaging campaign around key festivals like Holi..
Shekhar Banerjee, Wavemaker India said, “At Wavemaker we are extremely proud to partner with our client Pernod Ricard India and brand Imperial Blue packaged Drinking Water to have continuously deliver on engaging innovatively with our consumers. Holi wishes delivered through an AI led campaign which puts you in the same frame with your favourite celebrity and recreates a beautiful poster which can be shared on social, go up as a poster in your room, be your wallpaper or give you bragging rights within your circle, is simply magical.”
The campaign kicked off on 22 March and will run till 31 March.
Purane Holi wishes ko kaho bye bye! And wish your friends & loved ones in a unique way this Holi by creating a personalized poster with Seagram’s Imperial Blue Packaged Drinking Water and Colors TV. Watch this video and find out how. pic.twitter.com/rYhTf0Dkov
— ColorsTV (@ColorsTV) March 21, 2024
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
