GECs
All SET for a Hrithik storm
First there was cine heartthrob Hrithik Roshan on Star’s Rendezvous With Simi Garewal. Now Sony has gone two up, and lined up three shows about Tinseltown’s top hunk, scheduled to air between 31 March and 23 April 2001.
The first of the three programmes, The Roshans – Hrithik Live in Concert, will be aired on 31 March on SET while the other two episodes about the making of the star will be screened on 16 and 23 April respectively.
The concert is a celebration of 50 stellar years of the Roshan family in the film industry: director and former actor Rakesh Roshan, Filmfare Award-winning music director Rajesh Roshan and Hrithik Roshan himself. In the concert, Rakesh Roshan reminisces on his time in the film industry, from when he joined till the launch of his son Hrithik in the film Kaho Na Pyaar Hai, which he directed.
The highlight of the show will be Hrithik Roshan’s stage dances. Captured by 17 cameras, he will be performing different numbers from his three films, Kaho Na Pyaar Hai, Fiza and Mission Kasmir. The songs include Sitaroon Ki Mehfil, Kaho Na Pyaar Hai, Pyaar Ki Kashti Mein, Aaja Mahiya, Bhumbro, and Rind Poshmaa.
Of the three programmes, the remaining two-part series traces Hrithik Roshan’s journey from childhood till the day he picked up the Filmfare Best Actor award for his debut film Kaho Na Pyar Hai, which was released last year.
Says Hrithik Roshan’s sister-in-law Farah Khan, vice president – production and chief creative head, Numero Uno International Ltd which produced these programmes: “The idea is to let people know that Hrithik Roshan is not an overnight star as the media has projected him to be, but instead a lot of hard work has gone behind his success.”
Hrithik is the only star son who was financially broke most of the time, who would stammer while talking and was an extremely introverted person. Quite unlike the star he is today, she quips.
Sony is leaving no stone unturned when it comes to promoting the show. At the moment, Rs 10 million is being spent for promos over the next 15 to 20 days apart from in-house promos aired on television, says Kacon Sethi, executive vice-president, marketing and sales. Apart from that, they are still in the process of working on the post telecast ad campaign for Hrithik Mania. “We are building up pre-campaign and post campaign publicity,” says Sethi.
The channel has a one year contract with Numero Uno for the telecast of two airings of the series.
Sony has roped in Coke as the third partner for the series. Hometrade.com is the major sponsor, among others, for the show which will be aired in 123 countries across the world. Ad rates have been pegged at Rs 350,000 to 400,000 per ten second spot, which should fetch the channel somewhere in the region of Rs 70 million.
And this is just the beginning. Sony promises six more such shows with “real big stars”.
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
