GECs
Pernod Ricard, Viacom18 & Wavemaker’s Holi campaign garners eight million views
Mumbai: Viacom18 has partnered with Pernod Ricard – Seagram’s Imperial Blue packaged drinking water and Wavemaker India for its latest campaign for Holi. The campaign has already clocked eight million views and counting on digital, the media company said.
Conceptualised and executive by Viacom18 with Wavemaker India, the campaign is being extensively marketed across platforms including Colors, Colors Marathi, on their OTT platform Voot and on the network’s social media handles.
The campaign films cater to Hindi and Marathi-speaking markets. It features national celebrities Rubina Dilaik, Karan Kundra, Umar Riaz, Nishant Bhat, and Marathi stars Jay Dhudhane, Meenal Shah, Vikas Patil and Vishal Nikam.
“Given the brand identity of our marquee platform, celebrating the festival of Colors is a natural fit for us,” said Viacom18 head – branded content Vivek Mohan Sharma. “Seagram’s Imperial Blue is an iconic brand with some memorable campaigns and taking forward the nature of playfulness we take a dig at celebrating holi with friends. With the roster of popular television celebs that we have, and the way we have captured the spirit of this festival, we are sure this campaign will strike a chord with our viewers and the brand’s target audience.”
“Holi is a great moment of conviviality, wherein friends and family come together, and we wanted to capture this and create a campaign that embodies the spirit of Holi,” said Pernod Ricard India GM – marketing Iswindar Singh. “This collaboration with Viacom18 captures the mood of the occasion in the light humour space that we have always operated in, while keeping the ethos of our brand alive. Combined with the 360-degree network amplification and Viacom18 stars, we hope to recreate the magic of our iconic campaigns with this campaign”
“The whole idea and execution of the video was a beautiful amalgamation that resonates with the brand messaging of humour and partners ideology of ‘Celebrating relationship with Colors’,” said Wavemaker India chief client officer Karthik Nagarajan. “It has been a great collaboration by Wavemaker India in bringing this initiative to life . With the platform reach- the spread across TV, OTT and Social, I am certain the campaign videos will connect, create an instant impact and bring cheer to our audience”.
GECs
Asianet Television Awards 2026 celebrates women power in Malayalam TV
“She is the Colour” theme honours icons as ceremony airs on March 14 and 15 at 7 PM.
MUMBAI: If television lights up living rooms, this year Asianet decided to let women provide the colour. The Asianet Television Awards 2026 turned the spotlight firmly on women empowerment with the theme “She is the Colour”, celebrating the strength, resilience and achievements of women who continue to shape society and the Malayalam entertainment industry.
The ceremony honoured several distinguished personalities whose journeys have left a lasting cultural imprint. Among them was legendary playback singer Vimala Varma, widely recognised as the first Malayalam playback singer. The evening also paid tribute to Padma Shri awardees Devaki Amma and Vimala Menon for their exceptional contributions in their respective fields.
Leading women from the Malayalam film industry were also recognised during the event, including actor Shweta Menon, who currently serves as president of the Association of Malayalam Movie Artists, and National Award winning actor Surabhi Lakshmi.
The awards ceremony brought together a glittering lineup of actors and industry figures, including Jayasurya, Vijay Babu, Asha Sarath, Lena, Esther Anil, Anumol, Akhila Bhargavan, Sarayu Mohan, Prajod Kalabhavan, Gayathri Suresh, Sabumon Abdusamad, Swasika, Tini Tom, Sijoy Varghese, Kailash, Veena Nandakumar, Sabareesh Varma, Ansiba Hassan and Dinesh Prabhakar. Kishan Kumar, executive vice president Malayalam at JioStar, was also present at the event.
Beyond individual recognitions, the awards celebrated excellence across Malayalam television, acknowledging artists and technicians whose work continues to drive the industry forward.
The evening also offered plenty of spectacle, with elaborate dance performances, stunt acts and comedy skits performed by popular television and film personalities, turning the ceremony into a full fledged entertainment showcase.
Viewers will get to watch the celebrations when the Asianet Television Awards 2026 air on Asianet on March 14 and 15, Saturday and Sunday, from 7 pm onwards, bringing the star studded tribute to homes across Kerala and beyond.
