Comedy
‘Gangs of Haseepur’ to replace ‘Bh se Bhade’
MUMBAI: There was a time in the 80s and 90s that comedy shows like ‘Hum Paanch’, ‘Dekh Bhai Dekh’ and ‘Zabaan Sambhal Ke’ ruled the small screen. More recently, the likes of ‘Khichdi’, ‘Sarabhai v/s Sarabhai’ and ‘Office Office’ captured the audience’s imagination.
Speaking of channels, Zee TV had stopped dabbling in comedy for nearly a decade till it launched ‘Bh se Bhade’ not too long ago. While the show bombed at the television box office, Zee didn’t lose hope and is back with another comedy show titled ‘Gangs of Haseepur’, slated to replace ‘Bh se Bhade’. With the nation in the grip of elections, ‘Gangs of Haseepur’ will reflect what’s happening around us in a funny, humorous way.
“Things that can make you cry will now make you laugh!” is how Zee TV programming head Namit Sharma sums up the new show. “So be it onions being expensive, our faith in our political system, corruption or mehengaai, these are the pain points in our lives, but let’s laugh at them. Since we cannot do anything about it, why not just laugh at it.”
Produced by Essel Vision Productions, the show will be hosted by Ragini Khanna. Contestants like Bharti Singh, Suresh Menon, Raju Srivastav and Krushna Abhishek will perform. Actress Tanishaa Mukerji, who shot to fame with ‘Bigg Boss season seven’, along with Mandira Bedi will judge the laugh-a-thon.
Nitin Keni of Essel Vision Productions says the concept is very different from other comedy shows running on television today. “It will talk about social issues, and comedians will pick an issue which the country is facing and make fun of it. It has been just 15 days since we finalized the concept of the show.” Currently in the scripting stage, shooting for the show will start from April 14.
Sharma says they wanted to time the show with the polling phase so as to reflect what is happening in the country. “Our endeavour is to make a good comedy show that reflects all the issues of society currently and that can poke fun at the everyday life of our country. On our channel, there was a lack of it, and there was a desire to do a comedy show. More importantly, there was a desire to reflect the mood of the country,” he says. “We do understand that men watch more GEC television over weekends. So, we are catering to the entire family.”
Won’t ‘Gangs of Haseepur’ get lost in the sea of comedy shows that have debuted on television of late? “Today, one wants to see clean comedy shows, no doubt it works as a stress buster at the end of the hard day, but good and differentiated content will be recognized,” says a media planner on condition of anonymity.
MUMBAI: If laughter is the best medicine, Sony Marathi seems to have found a way to bottle it and now, uncap it. After nine years, 950 plus episodes and a cult following that treats Maharashtrachi Hasyajatra (MHJ) like a weekly family ritual, the channel has taken the comedy blockbuster beyond the stage with MHJ Unplugged, a digital-only podcast that lets fans peek behind the punchlines.
Season 1 of MHJ Unplugged became an instant favourite, thanks to its refreshing premise: nine beloved MHJ artists dropping their on-stage personas to share raw, reflective, and often emotional stories. From childhood struggles to backstage chaos, each episode offered a rare, unfiltered look at the people behind Maharashtra’s most-watched comedy universe, a contrast fans embraced wholeheartedly.
The numbers tell the story. The debut season clocked 23 million plus views across Sony Marathi’s digital platforms, proving that the MHJ fandom doesn’t end when the cameras stop rolling. And for brands, the podcast became a high-engagement playground for integrations that didn’t feel shoehorned instead blending organically into the show’s storytelling.
Presenting partners Waman Hari Pethe Jewellers and Ravetkar Group rode the wave, with both receiving prominent host mentions and consistent visibility via L-bands, Aston bands and episode-level branding. Ravetkar Group even levelled up with on-set physical branding, rooted in the show’s community-first sentiment.
But the jewel in the crown quite literally was Waman Hari Pethe Jewellers’ now-signature integration: the “Waman Hari Pethe Soneri Kshan moment”. Each episode spotlighted a heartfelt moment between the host and guest, capped with a gifted silver coin that aligned perfectly with the brand’s motto “Soneri Kshananche Sobti”. It wasn’t just product placement, it was emotional placement.
Ravetkar Group founder and managing director Amol Ravetkar said, “Just as we build homes, we want to build moments of joy. Sponsoring this beloved show, which celebrates local talent and humour, reinforces our commitment to the culture and values of the communities we serve. We are proud to support quality regional entertainment and be a part of the incredible ‘MHJ universe’ that has captured millions of hearts.”
Waman Hari Pethe partner Ashish Pethe said, “Waman Hari Pethe Jewellers is delighted to partner with Sony Marathi’s MHJ Unplugged. This collaboration allows us to connect directly with our customers. MHJ Unplugged is a perfect vehicle for us as there is a perfect synergy between our customers and the audience of MHJ. Happy that we could share in the joy and laughter that this unique platform brings to the MHJ universe.”
Much of the show’s resonance comes from the way host Amit Phalke anchors it steering conversations with warmth, humour, and an ear for the stories that deepen fans’ emotional connection with the MHJ family.
Now, buoyed by Season 1’s success, Sony Marathi is gearing up for a bigger, bolder Season 2, with new sponsors already circling and an expanded content slate in the works. The channel calls MHJ Unplugged a “milestone in Marathi entertainment,” an experiment that not only paid off, but opened doors for high-engagement digital IPs rooted in regional storytelling.
If Season 1 brought fans closer to their favourite comedians, Season 2 promises to pull them right into the greenroom. After all, in the MHJ universe, the laughter doesn’t end, it simply goes unplugged.
