GECs
#BanoDheet to inspire youngsters to make a better India
MUMBAI: Music and Youth channel Mastiii has launched an awareness initiative by the name of Karo Theek #BanoDheet as part of its resolve to bring about a positive change in society this New Year.
The campaign was flagged off on 26 December 2016 and focuses on making the youth ‘Dheet’ to not just bring about a change in themselves, but also in around everyone around them, thus targeting the entire nation.
The campaign was conceptualized and produced internally by the young team of SAB group. It will be spread through four TVCs telecasted on all the channels of the network, including Mastiii, Dabangg, Dhamaal Gujarat, Maiboli & Dillagi. The campaign is expected to have a reach of about 173 million viewers in India.
As #BanoDheet wants to build awareness and instill the thought of being stubborn to achieve a larger goal of pushing the youth to make a better India, it has taken into consideration four key pressing issues out of a bouquet of concerns in the country: Eve Teasing, Corruption, Littering and Drinking & Driving.
Each concern is portrayed through impactful and thought provoking TVCs which instill the thought that one should not be passive anymore but should be stubborn and bold to do or make others do the right thing when the time calls for it.
The campaign tries to evoke the passion within the youth of India to do what is right and also take ownership in the light of building a young and powerful nation. To amplify this objective and thoughts of the campaign, support was garnered from various media partners — RED FM 93.5 as Radio Partner, DNA & Dainik Savera as Print Partners, Minimax Ads Pvt. Ltd. and Coral Media as Outdoor Partner, Vyoma Technologies Pvt. Ltd. as Digital Screen Partner and Spykar as Apparel Partner.
SAB group CEO Manav Dhanda said: “Through #BanoDheet initiative we stand to rekindle the inner spirit of the youth to build a better nation and a new India in 2017 by becoming Dheet/Stubborn to do the right thing always. The TVCs produced by Katalyst Creates a division of SAB group; attempt to bring about a ‘behavioural and attitudinal change’ in society as an extension to our PM’s vision of a conscientious nation. We highly appreciate the media partners who have associated with us in our efforts to achieve our objective with our campaign.”
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
