Miditech brings ‘Whose Line Is It Anyway?’ To India
MUMBAI: Delhi-based production company Miditech has partnered with Hat Trick International, the distribution arm of UK independent production company, Hat Trick Productions, to bring its popular improvisational comedy TV show, Whose Line Is It Anyway? to India.
The deal will see Hat Trick and Miditech build the brand in India both across television and live events.
Hat Trick Productions was founded in 1986 and is one of the most successful production companies in UK today. Their output is immediately identified with popular and award-winning programming, light entertainment, comedy and drama, and is now also emerging into digital media.
Miditech head of development Nivedith Alva said, “This past year alone Miditech has been instrumental in bringing some of the biggest formats in the world such as Survivor and The Voice to India. Whose Line is it Anyway? is a big step for us because it is not just about bringing another global television brand to India, it‘s the relationship with Hat Trick and their comedy expertise that excites us even more. The stand up comedy market is really the next big thing in entertainment and we hope to play a major part in it.”
Hat Trick International group commercial director Paul Cohen said, “The potential for Whose Line in India is huge, both through television and live events as the comedy market in India expands. Miditech is the ideal partner for us as their track record in bringing internationally renowned formats to India is second to none. We look forward to seeing Whose Line on Indian screens in 2012.”
Miditech, founded in 1995 by the Alva Brothers, Niret and Nikhil, is recognised for television programming across all genres. Its client list includes broadcasters such as Turner (Pogo/Imagine), News Corp (Star Plus/Star World/Star Gold/Channel [V]), the Zee Network , BBC, Disney, Doordarshan, Viacom18 (Colors/MTV), Times TV Network (Zoom), Multi Screen Media (Sony/Sab/Max) and Real Global Broadcasting (Real/Food First).
ITV News
Hyundai delivers massive campaign for ICC Men’s T20 World Cup 2026
Innocean India drives 253 million reach and over 856 million engagements for the brand.
MUMBAI: Hyundai has played a perfect innings during the ICC Men’s T20 World Cup 2026 scoring big both on and off the field. Innocean India, Hyundai Motor Company’s master agency for its global ICC partnership, executed a high-impact integrated campaign that reached 253 million unique users across social media platforms and generated over 856 million engagements.
Anchored in the powerful platform ‘Deewane India ka Deewana Humsafar’, the campaign celebrated the passionate connection between cricket fans, the tournament, and Hyundai under the theme of ‘Deewanapan’. It successfully translated the global partnership into a deeply local and immersive experience through broadcast, stadium presence, on-ground activations, and digital engagement.
Hyundai maintained a dominant on-ground presence with integrations during coin tosses, team dugouts, team buses, and in-stadium car displays. High-frequency visibility was achieved through stumps, pitch mats, LED perimeter boards, replay screens, and sight screens.
Beyond visibility, the campaign created real access and participation. Key experiences included Trophy Walkouts, mid-innings pitch inspections, “Beyond the Boundary” hospitality, and an exclusive net session with ICC legend Robin Uthappa. The nationwide Hyundai Trophy Connect initiative took the trophy across cities for fan engagements, while a performance-driven test drive programme generated over 16,500 test drives and 61,000 enquiries. The “Sabse Bada Deewana” contest gave lucky fans once-in-a-lifetime access to the final.
The campaign delivered strong measurable impact: 132 million TV reach, 800 million CTV impressions, and 845 million+ digital views.
Hyundai Motor India Ltd., head of marketing Virat Khullar said, “Cricket has unmatched emotional resonance in India. We focused on going beyond visibility to create meaningful moments of participation and access for fans.”
Innocean India, Jaeho Yoo, CEO & MD of added: “By integrating presence, participation, and real-time engagement, we created a cohesive narrative that became part of how fans experienced the tournament.”
Executed through Innocean India’s Unified Marketing OS, the campaign seamlessly blended strategy, creative, digital, content, and on-ground experiences into one powerful ecosystem.
When cricket fever sweeps the nation, Hyundai didn’t just sponsor the World Cup, it became a passionate Deewana alongside millions of fans, delivering both scale and memorable brand moments. A masterclass in turning a global partnership into a truly Indian celebration.
