iWorld
ZEE5 unveils ‘Gyaarah Gyaarah’ with 3D projection at Mumbai’s David Sassoon Library’s Clock Tower
Mumbai: Mumbai’s iconic David Sassoon Library’s clock tower was the centre of all attention on Friday evening as ZEE5 held a captivating 3D projection of its just released mystery thriller ‘Gyaarah Gyaarah’. Mumbaikars were in for a spectacular surprise as the multilingual storyteller enthralled commuters and by-standers with a sneak peak into the highly anticipated mystery drama. A collaboration between Guneet Monga’s Sikhya Entertainment and Karan Johar’s Dharmatic Entertainment, ‘Gyaarah Gyaarah’ is directed by Umesh Bisht and stars the trio of Raghav Juyal, Kritika Kamra and Dhairya Karwa.
Known for its Victorian Gothic architecture, the David Sassoon Library is an integral part of Mumbai’s heritage. The showcase which took place on the day of the show’s launch, 9 August, offered a visually stunning preview of the series, bringing its time-bending narrative to life against the backdrop of one of Mumbai’s most historic landmarks. This takeover by ZEE5 is a testament to the brand’s vision to entertain and engage diverse audiences through concerted high impact initiatives. Prior to the 3D showcase, ZEE5 had held a high-octane trailer launch and a power-packed special screening for industry stalwarts and cinephiles.
Leveraging the creative brilliance and expertise of both Sikhya Entertainment and Dharmatic Entertainment, Gyaarah Gyaarah has opened to rave reviews. In a bid to meet the massive audience anticipation for the show, ZEE5 dropped all eight episodes of the mystery thriller on 8 August at 11:11 pm. The much-awaited show is a strong step forward in solidifying the homegrown streaming platform’s leadership in India’s OTT ecosystem.
Gyaarah Gyaarah, starring Raghav Juyal, Kritika Kamra and Dhairya Karwa follows the story of Yug Arya (Raghav Juyal), a young police officer in the present day (2016), who discovers a mysterious communication link with Shaurya Anthwal (Dhairya Karwa), a senior detective from the 1990s through a mysterious walkie talkie. The main hook of this temporal mystery is Vamika Rawat (Kritika Kamra), once mentored by Shaurya before his mysterious disappearance, and now guiding Yug in the present. As Shaurya and Yug collaborate to solve cold cases across time, they unknowingly set off a chain of events that alters the course of history. With each tick of the clock, ‘Gyaarah Gyaarah’ peels the layers of mysteries where past and present collide, leaving viewers questioning the very fabric of time itself.
ZEE5 India chief business officer Manish Kalra stated, “At ZEE5, we are dedicated to providing quality storytelling and entertainment to our viewers. ‘Gyaarah Gyaarah’ embodies this vision with its innovative mix of crime-thriller, mystery, and drama. As part of our broader strategy to create immersive and unique marketing initiatives, the 3D projection mapping at the iconic David Sassoon Library in Mumbai serves as the perfect launch for this mystery series. We’re following a 360-degree high-impact marketing campaign to do justice to a show of this stature. ZEE5 remains committed to delivering best in class viewing experiences and engagement to our viewers so we can continue to delight them”.
Raghav Juyal shared his excitement, “Finally, the wait is over! All of us are super excited for the premiere of ‘Gyaarah Gyaarah’ on ZEE5. This show is unlike anything I’ve ever been a part of, and I can’t wait for audiences to experience it. The Clock Tower event at David Sassoon Library was mind-blowing. Seeing our story come to life through cutting-edge 3D projection mapping on this historic building was the perfect way to announce the arrival of the series on ZEE5. I urge everyone to binge-watch the show right away. Trust me, you’re in for a wild ride through time and it is going to be your best investment this weekend.”
Kritika Kamra mentioned, “We are so excited that ‘Gyaarah Gyaarah’ has finally dropped on ZEE5, and I’ve actually started believing in the magic of 11:11! The 3D projection at the David Sassoon Library’s clock tower was such a proud moment for all of us. It was thrilling to see the magic of Gyaarah Gyaarah come alive via 3D projection, lights, sound and drama. It’s a great start, drawing attention to this iconic landmark and giving everyone a glimpse of the adventure that lies ahead. I can’t wait for everyone to experience ‘Gyaarah Gyaarah’ on ZEE5.”
Dhairya Karwa added, “Three police officers, two time zones, and one thrilling experience! ‘Gyaarah Gyaarah’ has finally made its way to the fans. What sets our show apart is how it explores the ripple effects of our actions across decades. The 3D projection at David Sassoon Library wasn’t just a visual treat; it was a ‘jhalak’ of how exciting and extravagant our show is. I believe ‘Gyaarah Gyaarah’ will hit you on multiple levels – it’s a gripping mystery, a thought-provoking drama, and a fresh take on the concept of time. So, get ready to say ‘Kya baat hai!’ because this series will keep you guessing until the very end.”
iWorld
Anirudh Ravichander and Universal Music India join forces to take South India’s sound to the world
The composer behind 13 billion streams launches Albuquerque Records with UMI as its exclusive global partner
MUMBAI: Universal Music India has struck an exclusive partnership with Albuquerque Records, the freshly minted independent label of singer-composer Anirudh Ravichander, in a deal that bets big on South India’s booming pop and hip-hop scene going global.
The arrangement, announced on 17 March, will see Universal Music India handle future pop and hip-hop releases by Anirudh himself, as well as artists signed to the new label. A first release is already in the pipeline for April, featuring Anirudh.
The numbers behind the man are hard to ignore. Debuting in 2012 with the viral sensation “Why This Kolaveri Di”, Anirudh has since clocked over 13 billion audio streams across more than 770 tracks, cementing his position as the No.1 South Indian artist on Spotify by total streams. His fingerprints are all over some of the Tamil film industry’s biggest musical moments, from Hukum and Vaathi Coming to Arabic Kuthu and the A23 Theme.
But Albuquerque Records is a different beast. Built for the non-film space, it is designed to nurture independent talent and champion the next wave of Indian pop voices. “Universal Music India’s leadership in pop and hip-hop made them the natural partner,” said Anirudh. “I’m excited to take independent voices to audiences around the world.”
Universal Music India’s chairman and CEO Devraj Sanyal was equally effusive. “Anirudh represents the future of Indian music, bold, original, and with enormous potential,” he said. “Identifying transformative talent is our superpower, and this partnership reflects that belief.”
Sanujeet Bhujabal, managing director of Universal Music India, framed the deal as more than a distribution play. “Albuquerque Records represents Anirudh’s bold artistic vision in the world of pop and hip-hop,” he said. “True to his legacy of innovation, this partnership is set to establish yet another landmark creative space, this time for the emerging world of iPop and beyond.”
For Universal Music India, the deal deepens a long-running push into South India’s four key language markets: Tamil, Malayalam, Kannada and Telugu. The label already has regional imprints, film partnerships with Maddock Films and Excel Entertainment, and a growing non-film roster. Landing Anirudh, arguably the south’s most bankable music brand, is a statement of intent. South Indian music has the streams. Now it is coming for the world.
