Comedy
Popular show ‘In Lieu of Flowers’ sold in Italy
Mumbai: ComediHa! Distribution and Zone3 have announced the sale of the adapted format of the popular show In Lieu of Flowers to Italian production company Stand By Me.
Produced by Zone3 and shot in front of a live audience, In Lieu of Flowers is a variety show with a twist where celebrity guests attend their own fully improvised funeral services, upending the darkness of death with comedy and drama.
Hosted by Patrice L’Écuyer for the past 12 seasons on ICI Radio-Canada Télé, each episode features the recently departed and the people closest to them.
The audience is presented with a short fictional account of the circumstances surrounding the person’s death. Their loved ones then take turns in the spotlight delivering their eulogies—a mix of monologues, variety acts (singing, dancing), comedy sketches and testimonials—all dedicated to the deceased. The guest star stands alone in the corner of the stage, watching their memorial service as they’re confronted with the ups and downs of their life and what a colourful life they’ve led!
MUMBAI: If laughter is the best medicine, Sony Marathi seems to have found a way to bottle it and now, uncap it. After nine years, 950 plus episodes and a cult following that treats Maharashtrachi Hasyajatra (MHJ) like a weekly family ritual, the channel has taken the comedy blockbuster beyond the stage with MHJ Unplugged, a digital-only podcast that lets fans peek behind the punchlines.
Season 1 of MHJ Unplugged became an instant favourite, thanks to its refreshing premise: nine beloved MHJ artists dropping their on-stage personas to share raw, reflective, and often emotional stories. From childhood struggles to backstage chaos, each episode offered a rare, unfiltered look at the people behind Maharashtra’s most-watched comedy universe, a contrast fans embraced wholeheartedly.
The numbers tell the story. The debut season clocked 23 million plus views across Sony Marathi’s digital platforms, proving that the MHJ fandom doesn’t end when the cameras stop rolling. And for brands, the podcast became a high-engagement playground for integrations that didn’t feel shoehorned instead blending organically into the show’s storytelling.
Presenting partners Waman Hari Pethe Jewellers and Ravetkar Group rode the wave, with both receiving prominent host mentions and consistent visibility via L-bands, Aston bands and episode-level branding. Ravetkar Group even levelled up with on-set physical branding, rooted in the show’s community-first sentiment.
But the jewel in the crown quite literally was Waman Hari Pethe Jewellers’ now-signature integration: the “Waman Hari Pethe Soneri Kshan moment”. Each episode spotlighted a heartfelt moment between the host and guest, capped with a gifted silver coin that aligned perfectly with the brand’s motto “Soneri Kshananche Sobti”. It wasn’t just product placement, it was emotional placement.
Ravetkar Group founder and managing director Amol Ravetkar said, “Just as we build homes, we want to build moments of joy. Sponsoring this beloved show, which celebrates local talent and humour, reinforces our commitment to the culture and values of the communities we serve. We are proud to support quality regional entertainment and be a part of the incredible ‘MHJ universe’ that has captured millions of hearts.”
Waman Hari Pethe partner Ashish Pethe said, “Waman Hari Pethe Jewellers is delighted to partner with Sony Marathi’s MHJ Unplugged. This collaboration allows us to connect directly with our customers. MHJ Unplugged is a perfect vehicle for us as there is a perfect synergy between our customers and the audience of MHJ. Happy that we could share in the joy and laughter that this unique platform brings to the MHJ universe.”
Much of the show’s resonance comes from the way host Amit Phalke anchors it steering conversations with warmth, humour, and an ear for the stories that deepen fans’ emotional connection with the MHJ family.
Now, buoyed by Season 1’s success, Sony Marathi is gearing up for a bigger, bolder Season 2, with new sponsors already circling and an expanded content slate in the works. The channel calls MHJ Unplugged a “milestone in Marathi entertainment,” an experiment that not only paid off, but opened doors for high-engagement digital IPs rooted in regional storytelling.
If Season 1 brought fans closer to their favourite comedians, Season 2 promises to pull them right into the greenroom. After all, in the MHJ universe, the laughter doesn’t end, it simply goes unplugged.
