eNews
Rajshri partners Bajaj for Youtube cookery show
MUMBAI: For long it had been said that digital content pioneer Rajshri Entertainment was getting its mammoth YouTube views courtesy its Bollywood catalogue. That was because of the million plus subscribers it had on the mother channel Rajshri featuring Bollywood content. However, the founder, the late Rajjat Barjatya had worked hard to correct it by launching a slew of channels right from Rajshri Soul to Rajshri Food to Get Curried to channels in languages such as Tamil, Telugu, Marathi, Gujarati.
Most of these had started getting traction: Rajshri Food has a subscriber base of almost 500,000, Get Curried 70,000, Rajshri Soul 64,000, Peekaboo Kids, 48,000 and Mind Body and Soul 59,000.
The growth in its subscriber base and views in the non-Bollywood zone has encouraged it to launch its first brand integrated food show – Ruchi Unboxes with Bajaj on Rajshri Food, which offers only vegetarian recipes. Ruchi Bharani, the host of the show, is one of the channel’s flagship chefs and will be appearing in five episodes between 1 August and 29 August with each episode being of six to seven minutes duration.
Within two days of its launch, the first episode which focused on the scrumptious Lebanese Falafel wrap, had managed to generate close to 100,000 views. The series has been shot in Ruchi’s home with a crew of five to seven over two weeks with Rajshri content head Kavya Krishnaswamy helming it.
The standout of the series is the brand integration the Rajshri team has managed for Bajaj. Throughout the show, Ruchi works in a Bajaj kitchen with Bajaj appliances helping make her life easier as she cooks. And at the end of the show viewers can get Bajaj giveaways and hampers delivered to their homes if they answer the chef’s quiz question right. The contest is being run on Rajshri’s facebook page too.
Rajshri Entertainment General Manager – Content Alliances Inderpal Singh Jaggi, says the Bajaj association is just a start. “We are looking at more and more brand integrations and not just with Rajshri Foods but with our other channels too,” he says.
“Brand integration works in a two way benefit. It helps fund our content while we give the brand a wider and different audience,” he points out. “We have received an overwhelming response from brands as well, considering the reach of our platform” informs Inderpal.
On the promotion front, Inderpal and team have lined up a social media marketing plan which includes ads on Facebook and Youtube. Hopefully it will cook up a storm for Ruchi Unboxes with Bajaj.
eNews
Piyush Thakur steps down as Inshorts’ chief revenue officer
Former vice president and cro says exit marks a new chapter after close to a decade of building revenue and partnerships at Inshorts Group.
NOIDA: Piyush Thakur has stepped away from Inshorts Group after nearly 10 years with the company, marking the end of a long tenure that culminated in his role as chief revenue officer.
In a farewell note, Thakur said he was “turning a new page” after almost a decade at Inshorts, calling it one of the hardest professional decisions he has made. He added that his exit was not driven by uncertainty about the future, but by reflection on a long association with the company.
Thakur joined Inshorts in October 2016 as vice president and spent around seven years in the role before being elevated to chief revenue officer in April 2024, a position he held until April 2026.
He said his tenure was defined by “thousands of mornings, late nights, product debates and breakthrough moments”, as the company evolved into a large-scale digital news platform used by millions.
In his note, Thakur emphasised that Inshorts’ growth was a collective effort across teams, adding that engineers, designers, sales teams and customer support staff all contributed to building the platform. He said the company’s success was not the result of individuals but of “everyone who stayed, passed through, and left their mark”.
Before Inshorts, Thakur worked across several digital media and business development roles. At ESPN, he served as senior regional manager from October 2015 to October 2016, focusing on growth initiatives, strategic opportunities and video distribution.
At Times Internet, he worked for nearly three years, including as head of business development from April 2015 to September 2015 and chief manager from January 2013 to March 2015. His responsibilities included monetisation of mobile platforms, managing media and developer partnerships, and driving revenue across digital properties such as The Times of India and The Economic Times.
Earlier, he worked at Brandmovers as head of business development from June 2012 to June 2013, handling digital, mobile and social media marketing solutions, client development and strategic consulting. During this period, he also worked on advertising revenue, brand strategy and CRM-based solutions.
At Inshorts, Thakur’s role focused on revenue strategy, mobile and media partnerships, and growth initiatives across platforms. His profile highlights experience in mobile product management, digital business models, partner ecosystems and revenue expansion in high-growth environments.
