GECs
Life OK promotes ‘Mahakumbh’ at Times Square, New York
MUMBAI: After launching a 360 degree campaign to promote its mytho-thriller offering Mahakumbh- Ek Rahasya, Ek Kahani, Life OK has set its foot on a global platform to generate buzz about the show. The channel has gone a step ahead to attract its viewers in The United States of America by showcasing Mahakumbh promos at Times Square, New York and few other parts of Manhattan.
With this initiative, Mahakumbh has become the first ever Indian show to be promoted on Times Square billboards, claims the channel.
The overseas campaign was executed with the support of 21st Century Fox, owned by the Star Network. Speaking about the initiative, Life OK spokesperson said, “Considering the storyline of the show, which has a lot of references to an international conspiracy related to Mahakumbh, it was important for us to grab attention of our loyal and potential overseas audiences. The promo was strategically screened on Times Square in order to reach out to the masses in one go.”
The show is a contemporary mytho thriller that revolves around the journey of the enigmatic Rudra (played by Gautam Rode) who is hit by a life changing catastrophe while in the Kumbh Mela. The show features Gautam Rode, Seema Biswas, Payal Rajput, Manish Wadhwa, Robin Das, Ketki Dave and child actor Siddharth Nigam playing pivotal roles and is produced by Arvind Babbal productions.
Mahakumbh- Ek Rahasya, Ek Kahani airs Monday to Friday, 8pm on Life OK.
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.
