Music and Youth
Influencers: The new rockstars of marketing and GMJ’s striking partnership
MUMBAI: When influencers speak, the world listens—sometimes even more than it does to parents.
With 69 per cent of consumers trusting influencer recommendations and brands reaping a whopping 16.6 per cent ROI boost through optimised campaigns, influencer marketing has cemented its place as the crown jewel of digital strategies.
Riding this wave, Global Music Junction (GMJ), the music and entertainment subsidiary of JetSynthesys, has orchestrated a game-changing partnership with the charismatic Arvind Arora, aka A2 Sir. With a staggering 22 million social media followers, A2 Sir’s blend of education, motivation, and entertainment makes him the perfect maestro for GMJ’s ambitious foray into influencer-driven entertainment.
This collaboration signals that in the digital age, influencers are the new rockstars—and GMJ knows how to pick a headliner.
Strengthened by Warner Music India’s 26 per cent stake in GMJ earlier this year, the platform already holds partnerships with over 100 regional music creators across India, spanning Bhojpuri, Haryanvi, Rajasthani, and Odiya music. GMJ collaborates with Bollywood stalwarts such as Sonu Nigam, Shaan, and Salim Merchant. This new partnership reflects its ambition to redefine the digital entertainment ecosystem by blending music, motivation, and influencer-driven storytelling.
In this initiative, Hariprem Films will spearhead content execution, ensuring the partnership delivers impactful narratives that resonate across India and beyond. JetSynthesys chairman & MD, Rajan Navani highlighted the significance of this collaboration, “At JetSynthesys, we aim to build a robust digital ecosystem that seamlessly combines technology and entertainment. Through this partnership, backed by Warner Music’s expertise and GMJ’s Hariprem Films’ exceptional execution, GMJ is well-positioned to set new benchmarks in influencer-driven content.”
Arora expressed his enthusiasm for the project, “I am delighted to collaborate with JetSynthesys’ Global Music Junction to create content that inspires, motivates, and educates millions. This partnership allows us to combine our strengths to push the boundaries of digital storytelling.”
GMJ founder & CEO, Rajkumar Singh outlined the partnership’s objectives, “This partnership with Arvind Arora is a significant step forward in GMJ’s journey to expand into the influencer entertainment market. Arora’s ability to inspire and connect with millions aligns perfectly with our vision to create impactful digital content and community.”
Hariprem Films CEO Nitin Samadhiya emphasised the creative execution behind the initiative, “At Hariprem Films, we strive to bring ideas to life with precision and creativity. This collaboration with GMJ and Arvind Arora is an exciting opportunity to deliver content that inspires, motivates, and entertains, taking digital storytelling to new heights.”
This collaboration represents a convergence of innovation, creativity, and execution excellence. By fusing digital entertainment with motivational storytelling, JetSynthesys’ Global Music Junction is poised to redefine influencer-driven content, inspiring millions across India and beyond.
Music and Youth
TLC launches ‘World On My Plate’ with Shipra Khanna
New travel-food series premieres 29 March at 7:00 PM.
MUMBAI: Shipra Khanna just packed her bags and her flavours because when a celebrated chef takes you on a global plate tour, even the couch starts feeling like first-class. Warner Bros. Discovery India has announced the launch of World On My Plate with Shipra Khanna, a new travel and food series set to premiere on TLC on 29 March at 7:00 PM. Hosted and curated by the popular chef and television personality, the show blends food, travel and culture through an intimate and immersive lens.
Across three visually rich episodes, Shipra journeys to global destinations to explore not just what people eat, but why they eat it, uncovering the stories, traditions and human connections behind every dish. The series opens in London, weaving its iconic landmarks with diverse culinary scenes, before moving to Spain’s vineyards, olive orchards and coastal kitchens.
Warner Bros. Discovery head of advertising revenues for South Asia Tanaz Mehta said: “At TLC, our focus has always been on bringing authentic stories that reflect how people live and connect. World On My Plate builds on this by using food as a lens to explore shared traditions across geographies. We’re excited to collaborate with Chef Shipra Khanna, whose perspective brings both depth and relatability to these narratives.”
Shipra Khanna added, “Food has always been my way of connecting with people and understanding cultures. With World On My Plate, I’ve had the opportunity to step into new worlds, learn from incredible individuals, and share stories that go far beyond the plate. This show is very special to me.”
The series promises strong visual storytelling, meaningful interactions and a fresh perspective on global cuisine celebrating flavours alongside the emotions and traditions that shape them.
In a world where travel shows often feel like distant postcards, Shipra Khanna is serving up something far more personal: a passport to cultures through their kitchens, proving that the best way to understand a place is still through the plate. Tune in to World On My Plate with Shipra Khanna starting 29 March at 7:00 PM on TLC.
