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McDowell’s No.1 Soda and Star Bharat present NO.1 YAARI JAM
MUMBAI: McDowell’s No.1 Soda and Star Bharat launch the Season 1 of NO.1 YAARI JAM, a unique television show that brings together India’s top musicians for great conversations, fun games and unplugged music.
Set in a cozy, casual setting that replicates the home and jamming room of an artist, the No.1 Yaari Jam TV show is hosted by musicians Salim Merchant & Anushka Manchanda. Each episode will have musician pairs as guests who are real life yaars like Sunidhi Chauhan & Shreya Ghoshal, Shaan & Sonu Nigam, Amit Trivedi and Amitabh Bhattacharya, Jonita Gandhi & Harshdeep Kaur among others. The show will launch on December 30th and air every Sunday for 10 weeks at 10.00 pm on Star Bharat and VIU App.
No.1 Yaari Jam will have Salim talking to the guests about powerful bonds of modern day yaari that encourages and aids people in their journey of self-discovery and self-expression. Anushka will be hosting the games section where the guests try to roast their dosts. The chat and games will be followed by some unplugged music.
The ‘No. 1 Yaari Jam’ show has been created by McDowell’s No. 1 Soda in partnership with Mindshare India and is a co-owned content IP. Qyuki Media is the creative partner for the show and Glitch is the Production and Digital Partner.
Commenting on the show, Music composer and Singer Salim Merchant said, “Audiences know their favourite musicians by the amazing sounds they create but behind the music there are untold stories of bonding and friendship that range from emotional to hilarious and No.1 Yaari Jam is our attempt to show the amazing connection that these artists have in real life. I had an amazing time shooting for this show as I got to spend time and chat with some of my closest friends and also make some new yaars.”
Khushboo Benani, Content and Brand Advocacy Head for Diageo India said, “We believe in building brands with purpose and we want to connect with consumers by being a part of their cultural narrative. No. 1 Yaari Jam is not just a TV show or platform, but it is our attempt to showcase some of the most powerful friendship stories from the world of Indian music and tap into one of country’s biggest passion point. Behind the scenes this show has also been our attempt to unlock a forward-looking content and media partnership model with agencies, artists and creators which helps us truly push boundaries for our brands to play in culture.”
Mac Machaiah, Chief Innovation Officer, Mindshare South Asia, said, “We have created a series of successful McDowell’s No.1 Yaari chat shows across various regional markets in partnership with Diageo, which are focused on film celebrities. We created No.1 Yaari Jam to bridge the gap of similar content in the music industry. Through this, the audience can get to know more about the lives of their favourite musicians, in addition to their musical works. We are elated to have embarked on this journey in partnership with Diageo. This has helped us achieve a major milestone that not only makes the platform more accessible to the masses, but also pushes boundaries on media and creative partnerships.”
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
