MUMBAI: Come January 2016 and the Indian digital landscape is poised to get a new player Arré, which is the brainchild of media veteran Ronnie Screwvala and his A-Team B Saikumar and Ajay Chacko.
The Arré digital media brand housed under UDigital, has already chalked up its content strategy and is looking at disrupting the Indian digital ecosystem by launching the first digital reality series. The provocative docu-reality series, which is based on the Israeli format Re-Gender distributed by Armoza Formats, gives men and women a chance to experience life as the opposite gender.
While Arré has not yet zeroed in on the title of the show in India, it will begin shooting the series in two - three weeks’ time at Chhatarpur in Delhi.
In Re-Gender six men and women will explore their own nature and the other gender 's as well. The series is modeled on a psychological-social experiment, dealing with the essence of the male and female experience, through the other gender's eyes . The show is a daring social experiment that breaks down the rules of gender perception and challenges society-defined gender stereotypes. In the series, men will become women and the women, men. Through their assignments out in the real world as well as through dynamics with each other in the house, where they will live cut off from the world for a month, the contestants will discover certain not-so-obvious truths about the opposite sex.
The six participants will undergo intense gender training as well as emotional and physical transformations. Each participant will make a personal journey on the show to better understand themselves and their relationships.
Armoza Formats founder and CEO Avi Armoza said, “We’re extremely excited about this venture with Arré and to see Re-Gender become the flagship series for this fresh new platform. The issues that the show deals with not only make for riveting viewing but also provoke important discussions in our society.”
UDigital co-founder and managing director B. Sai Kumar added, “We are hoping to break new ground with a show like Re-Gender on digital media, in India. The definition of gender roles and expectations are evolving everyday and is a much talked about and debated subject in India. We wish to bring our lens to the topic through a first of its kind entertainment series with elements of drama, reality, emotion, new experiences with social learnings all rolled into one.”
