iWorld
Hoichoi launches early OOH campaign for higher recall
KOLKATA: OTT players heavily rely on OOH media to promote their shows and the pandemic brought that to a screeching halt. West Bengal is one of the first states to get back on track after the lockdown was lifted and Bengali OTT platform Hoichoi recently launched an outdoor campaign for its new original.
The OOH campaign is to drive up the anticipation level for its recently-launched show Tansener Tanpura. Even though not everyone is venturing out, Hoichoi co-founder Vishnu Mohta says that it is not early to resume OOH campaigns. Despite having faced a cyclone during lockdown, the city’s residents have bucked up and are stepping out more than other cities.
The timing is efficient since there aren’t other ongoing campaigns to clutter. It also works as a break for commuters.
“We always think of outdoor as an awareness medium. We have come out with one of our biggest shows and have communicated the show and its great cast. I think even this much information is a good distraction for them. Now, what we can do is entertain people while they are at home by showing new content,” Mohta shares.
Hoichoi’s in-house team ideated the campaign. It has taken up 15 billboard spots across the city in prominent locations where people travel a lot through like Maa Flyover, UltadangaXing and Acropolis Mall. The team also partnered with outdoor companies with whom it has previously worked. The goal is to start the work of putting out messages.
“There are people stepping out. Malls have opened up in West Bengal and now there is a fair amount of traffic on roads. Even when you step out, it is not only about the number of people and the number of times, it is about the impact that your campaign has on people. Since we don't have too many campaigns around, so the recall value is great,” he shares.
With Hoichoi taking the first step, others are likely to follow suit in the coming time.
iWorld
Rusk Media announces Battleground Season 2 on Amazon MX Player
Fitness reality show returns in April 2026 with bigger challenges and mentors.
MUMBAI: The arena is reopening and this time the competition promises even more sweat, strategy and spectacle. Rusk Media has confirmed the return of its fitness reality format Battleground for a second season, set to stream on Amazon MX Player from April 2026. The announcement follows the breakout success of the show’s debut season, which positioned itself as a high energy blend of sport, strategy and reality television. Season 1 brought together 16 contestants for a 28 day test of endurance and discipline, as aspiring athletes and fitness enthusiasts competed in physically demanding challenges and team based battles.
Divided into four teams, the participants trained under a panel of mentors drawn from the fitness and lifestyle space, with former Indian cricketer Shikhar Dhawan serving as the show’s Super Mentor.
The format quickly found an audience among digital viewers and was listed among the most binged titles on Amazon MX Player. The show also picked up industry recognition, winning the “Most Popular Non Fiction Show” honour at the IWMBuzz Digital Awards 2025.
The first season also drew a slate of brand partnerships, including Honda Bigwing, Charged, American Pistachio Growers, Bigmuscles Nutrition, Ritebite Max Protein, Plix and Sparsh CCTV, highlighting the show’s appeal to brands targeting India’s rapidly growing youth and fitness audience.
For Season 2, the producers say the format will evolve with tougher physical challenges, a sharper competitive structure and deeper mentor involvement while continuing to focus on discovering the next generation of Indian fitness personalities.
Rusk Media, chief executive officer and co founder Mayank Yadav said the first season proved the appetite for competitive fitness storytelling. “Battleground was always envisioned as more than a show. Season 1 demonstrated that there is a massive audience for aspirational fitness competition at scale. With Season 2 we are going even bigger in ambition, intensity and opportunities for contestants and partners,” he said.
Rusk Ads lead Rahul Arora added that the series has also evolved into a strong platform for brand integration and advertiser engagement. “Season 1 showed that Battleground is not just compelling content but a powerful brand ecosystem. As we move into Season 2, we are looking to deepen brand collaborations and build more integrated partnerships,” he said.
With a larger format, an expanding fan base and a new season set to arrive in April 2026, Battleground is positioning itself as one of India’s emerging fitness reality franchises in the digital entertainment space.
