GECs
Star Plus’ ‘AKRHZ’ aims to infuse optimism in life with Amitabh Bachchan
MUMBAI: Star Plus’ upcoming show Aaj Ki Raat Hai Zindagi is soon going to beam across television screens. The show will showcase Indian superstar Amitabh Bachchan in a pivotal role as he embarks upon a journey to celebrate life and aims to infuse optimism in people.
As was previously reported by Indiantelevision.com, the show will go on air from 18 October and will be aired on Sundays at 8 pm.
Aaj Ki Raat Hai Zindagi aims to inspire people to change their outlook, and cherish the good that life has to offer, apart from entertaining them of course.
Star India COO Sanjay Gupta said, “Entertainment when done with a sense of purpose can be a very powerful tool, one that can break the cynicism and bring about happiness. As a network, we have always strived to inspire a billion imaginations while working towards giving our audience something new and exciting. And with Aaj Ki Raat Hai Zindagi, we are happy to collaborate again with Amitabh Bachchan on a project, which is so special. Off late, an overexposure of negative news has impacted our perspective towards life, so the show is an attempt to bring back a sense of optimism.”
Sharing his views about the show, Bachchan said, ”The show is all about a celebration of life and people who have made a difference. I am working with Star after a gap of 15 years and wanted a project that befitted the legacy. Aaj Ki Raat Hai Zindagi is One such endeavour that will make you smile, dance, clap and go ‘HuuHaa’ with joy. Life Is all about living, loving and celebrating moments with pepole who put a smile on your face and it is celebration that matters most.”
The channel has roped in Maruti Suzuki as the presenting sponsor and Cadbury Dairy Milk as the powered by sponsor.
Maruti Suzuki India marketing and sales executive director R S Kalsi said, “We at Maruti Suzuki always believe in making a difference to every Indian and our inspiration comes from one place – India’s hopes, dreams and aspirations. It’s a privilege to be associated with a show that shares the same belief. Our vision is to be the ‘Pride of India’ and Aaj Ki Raat Hai Zindagi celebrates the pride of the ordinary people who have contributed and made a difference to the society in some form or the other.”
“Cadbury Dairy Milk has always stood for triggering joy through unlocking relationships and this program is all about people who go beyond to bring joy to the lives of others. CDM stands for generosity, optimism and authenticity and we felt that the stories of AKRHZ mirror those very values- hence it seemed like a great,” added Mondelez India director Prashant Peres.
The show is based on the Tonight’s The Night format, which is owned and produced by BBC Worldwide.
The extensive marketing campaign by Star Plus before the launch of the show, has led to immense curiosity and discussions all over. The first teaser of the campaign received over one million views on Facebook in less than 20 hours, creating a new benchmark for TV shows. The creative campaign has been conceived by O&M and produced by Bubble Wrap Films.
The punch line of the teasers, ‘Huuhaa’ got the nation talking about the show with #HuuHaa trending on social media. The entire campaign on social media has received over 400 million potential impressions till date creating a lot of positive buzz. This will be followed by a marketing blitz on television, radio, digital and outdoor.
HuuHaa to that!
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.
