GECs
SaharaOne unveils two properties; plans big marketing push
MUMBAI: As part of their aggressive plans to ramp the programming on the network, SaharaOne has unveiled two more properties in connection with their sixth property roll out. These include the weeklies Zaara Pyaar Ki Saugat, which is slated to kick off on 4 December at 8 pm and Ghar Ek Sapna, which is targeting an 18 December launch.
Following the launch of the two shows Solhah Singaarr and Kuch Apne Kuch Paraye, the channel is looking to make a big noise around the launch of Zaara Pyaar Ki Saugat with live outdoor screenings of the first episode in certain pockets of Mumbai including Mahim Causeway, Mohammad Ali Road and Azad Maidan.
Expectedly, the channel will roll out marketing initiatives via print, outdoor and radio. But in addition to this the channel is also looking to heavily utilize the internet with contests, games and blog sites like the hugely visited community website Orkut, says SaharaOne marketing head Rajeev Chakraborthy.
The marketing plans for Ghar Ek Sapna are yet to be cemented, which Chakraborthy was apprehensive to disclose.
Commenting on the relevance of the themes for both shows, SaharaOne programming head Kalyan Sundaram says that research from smaller towns and cities have shown that this ‘women dominated’ audience prefers to identify with the non-progressive home bound Indian female as opposed to women achievers such as journalists and lawyers. This explains the move back towards narrating the story of the traditional homemaker.
The channel has recently been boasting of the two new shows generating good numbers and CEO Shantonu Aditya seems confident that the latest additions will garner the same. In line with their programming fight plan, two more non-fiction properties will be unveiled, following which two big properties will emerge in January and February next year. These will tread the reality path much like what competition is doing, only this will be in the form of a game show.
In another attempt to up their ratings and beat Sony to the third spot in the general entertainment genre, Aditya added that the channel has also lined up a bank of movies from their own stable including Khosla Ka Ghosla and Dor.
Aditya adds, “In keeping with our mission to continually provide quality entertainment to our viewers and fulfilling our promise of newer shows, we are pleased to present Zaara Pyaar Ki Saugat and Ghar… Ek Sapna. With the launch of these two shows we have not only revamped the primetime band but have also expanded viewing time. The channel has been at an upswing over the last few weeks and our numbers are only getting better. I am certain that the new shows that will be launched over the next couple of months will take us to greater heights.”
GECs
Pocket FM partners with Indian Open Pickleball 2026
Audio platform joins forces with major tournament to engage young fans.
MUMBAI: Pocket FM just served up a perfect partnership because when audio storytelling meets pickleball’s fast-paced rallies, even the sidelines start listening. Pocket FM, the world’s largest audio series platform, has announced a strategic partnership with Indian Open 2026, one of India’s biggest pickleball tournaments organised by Global Sports in Hyderabad in association with Pickl’Out and Crosscourts Sports Club.
The collaboration brings Pocket FM’s immersive storytelling to one of the fastest-growing emerging sports in India. Pickleball, known for its accessibility, energy and strong community appeal, is rapidly attracting younger, digitally savvy audiences making it an ideal platform for Pocket FM to deepen its cultural relevance.
Under the partnership, Pocket FM will enjoy extensive on-ground and digital visibility throughout the tournament, which begins on 1 April 2026. This includes centre court branding, venue-wide presence, presenting rights for select matches, player lounge branding, team jersey integration, and strong integration across live streaming and social media.
Pocket FM, SVP and global head for brand marketing and partnerships Vineet Singh said, “Pickleball is building a strong connection with young and engaged audiences in India. This partnership allows us to connect with people in a meaningful way through strong on-ground presence and digital visibility.”
Global Sports and Indian Open 2026, founder Hemal Jain added, “Partnering with Pocket FM adds an exciting new dimension to the experience. As a brand that has built deep resonance with young audiences, Pocket FM is a strong fit for the energy and ambition of this tournament.”
The move reflects Pocket FM’s continued strategy of aligning with emerging passion points and building deeper engagement with communities driven by competition and shared experiences.
In a country where sports and stories often collide, Pocket FM isn’t just sponsoring a tournament, it’s turning every rally into a narrative, proving that the best audio moments sometimes happen when the paddle meets the ball.
