GECs
Saif Ali Khan to be brand ambassador for Siyaram Silk Mills
MUMBAI: Siyaram Silk Mills has roped in Saif Ali Khan as the brand ambassador for their parent brand Siyaram’s Suitings and Shirtings.
Siyaram Silk Mills president Rahul Akkara pleased with the association between the brand and the film star commented “We are delighted to have Saif Ali Khan as the brand ambassador of Siyarams Suiting s and shirtings. We have released this commercial for the forthcoming season. It will be played on local and national channels across India.”
Saif Ali Khan expressed his enthusiasm by stating, “It is really an ecstatic feeling to be associated with an Indian brand that has been in the industry for years together and has a very ethnic appeal to it. I look forward to capture the fabric space post being the face of their readymade apparel Oxemberg. Moreover, sharing the Siyarams parents brand’s endorsement space with Mahendra Singh Dhoni is itself a privilege.”
Siyarams has signed Saif Ali khan for the next two to three years. The brand has gone ahead and shot an exclusive TVC with him in Jaipur.
The latest TVC conceptualised and created by Makani Creative and highlights the bond between mother and son while showcasing the colours and the beauty of Rajasthan in the background.
MUMBAI: Lights, camera… connection because this time, the game isn’t just about winning, it’s about who’s with you. Sony Pictures Networks India is gearing up to launch a new reality game show, Tum Ho Naa, expanding its unscripted slate with a format that promises both emotion and engagement.
The show will premiere soon on Sony Entertainment Television and stream on Sony LIV, with Rajeev Khandelwal stepping in as host. Known for his measured screen presence and selective choices, Khandelwal’s return to television adds a layer of familiarity and credibility to the upcoming format.
While specific details of the gameplay remain under wraps, the positioning suggests a reality format that leans as much on emotional resonance as it does on competition, an increasingly popular blend in Indian television, where audiences are gravitating towards content that offers both stakes and storytelling.
Khandelwal, reflecting on his return, noted that his choices have often been guided by instinct rather than convention, describing Tum Ho Naa as a project that feels “close to the heart”. His association also signals Sony’s continued focus on anchoring new formats with recognisable faces who bring both relatability and depth.
The launch comes at a time when broadcasters are doubling down on original non-fiction formats to drive appointment viewing, even as digital platforms expand parallel reach. By placing the show across both linear television and OTT, Sony appears to be aiming for a dual-audience strategy capturing traditional viewers while engaging digital-first consumers.
As the countdown to premiere begins, Tum Ho Naa positions itself not just as another game show, but as a reminder that sometimes, the biggest prize on screen isn’t the jackpot, it’s the journey shared along the way.
