iWorld
Paramount+ launches in Italy with originals showcasing female stories and voices
Mumbai: Paramount+, the global streaming service from Paramount has been launched in Italy. It offers more than 8,000 hours of entertainment.
Paramount Global rolled out the Blue Carpet and hosted an event at the iconic Cinecittà Studios in Rome to celebrate the Italian launch of Paramount+. Following the event, the service revealed its content slate that features the biggest stars and most compelling stories. Roberto Benigni, Elodie, Greta Scarano and Carlo Verdone are among the Italian stars aligning on Paramount+, alongside global talent including Harrison Ford, Jessica Chastain, Helen Mirren, Sylvester Stallone, Miles Teller and more.
The streaming service provides a slate for the whole family, spanning new and exclusive Paramount+ originals, shows and movies across every genre from Paramount’s brands and production studios.
This includes Comedy Central, MTV, Nickelodeon, Paramount Pictures, Showtime and the Smithsonian Channel, offering the best from international exclusive titles and local content.
Global series that will become available on Paramount+ in Italy include The Offer, based on Oscar-winning producer Albert S. Ruddy’s experiences of making “The Godfather”. Meanwhile, The Man Who Fell To Earth follows a new alien character who arrives on Earth at a turning point in human evolution. Tusla King stars Sylvester Stallone “The General”.
Additionally, Paramount+ will be the home of films following their theatrical and home entertainment releases, including “Top Gun: Maverick” which will arrive on service in Italy later this year.
The service is investing in local content and talent, with a line-up of Italian originals, such as the newly announced “Francesco Il Cantinco”. This is an immersive reading of one of the most iconic texts dedicated to love, hosted by Oscar-winning Italian star Roberto Benigni. There will be will a new season of Vita Da Carlo, which sees Italian comedian and actor Carlo Verdone as director and lead of this highly anticipated series around his life.
“Tonight, we are celebrating the debut of Paramount+, which seamlessly combines Hollywood with Italian storytelling and creativity. Italy has been home to Paramount for many years and now we’re bringing the best Italian – and global – films and series together in one place, on Paramount+,” said Paramount president & CEO (streaming) Tom Ryan.
“We’re the only streaming service where you’ll see Sylvester Stallone, SpongeBob, Star Trek, South Park and incredible Italian stars like Elodie and Verdone… all in one place. With over 100 years of storytelling experience from our renowned Hollywood studio to our international production hubs – Paramount knows how to make great entertainment for everyone,” said Paramount+ executive vice president- International GM Marco Nobili.
Broadband
Zoff Foods extends Shilpa Shetty partnership into ninth year
Spice brand reinforces trust-led positioning amid growth and funding push.
MUMBAI: Nine years, one flavour and the recipe clearly still works. Zoff Foods has extended its long-running association with Shilpa Shetty, marking nine consecutive years of her as brand ambassador as the company scales its presence across Indian households. What began as a digital-first collaboration has gradually evolved into a defining element of the brand’s identity. Over nearly a decade, the partnership has mirrored Zoff’s own journey from an emerging challenger to a fast-growing FMCG player with a widening footprint across e-commerce, quick commerce and offline retail channels.
The logic behind the continuity is straightforward. In a category where trust and familiarity drive purchase decisions, particularly in spices and ready-to-cook segments, long-term associations tend to carry more weight than short bursts of visibility. Shetty’s positioning as a fitness-conscious, health-aware public figure aligns with the brand’s emphasis on purity and quality factors that are increasingly shaping consumer choices in modern Indian kitchens.
The extension also comes at a time when Zoff Foods is entering a more aggressive growth phase. The company recently raised $2 million in a Pre-Series B funding round led by JM Financial Private Equity, with participation from Aman Gupta, signalling a push towards expanding distribution, product innovation and market reach.
Company executives have positioned the continued partnership as a strategic anchor amid this expansion, reinforcing brand recall while entering new markets. For Shetty, the association remains rooted in shared values around authenticity and ingredient integrity attributes that resonate strongly with increasingly mindful consumers.
In a market crowded with new-age brands and shifting loyalties, Zoff’s approach suggests a different playbook: build slowly, stay consistent, and let familiarity do the heavy lifting. Because sometimes, in both branding and cooking, it’s not about reinventing the dish, it’s about perfecting it over time.
