GECs
Tourism Australia tells Balaji ‘Ye Hai Mohabbatein’
MUMBAI: Tourism Australia and South Australian Tourism Commission (SATC) have collaborated with India’s leading production house, Balaji Telefilms, to inspire Indian travel enthusiasts to book their next holiday Down Under. Balaji Telefilms’ top rated television show ‘Ye Hai Mohabbatein’, which airs at 7.30 pm and 11 pm, Monday to Sunday , on India’s top Hindi General Entertainment Channel (GEC), Star Plus, recently shot 10 episodes in South Australia.
Shot at iconic locations in Adelaide and surrounds, the story track based in Australia is definitely set to grip the viewers’ attention with interesting twists. India’s leading online travel company, MakeMyTrip, has further strengthened this initiative by tying up with Tourism Australia and SATC as the preferred travel partner for the project. As part of this partnership, a special travel package to Australia for the viewers of Ye Hai Mohabbatein is being advertised during the show and on MakeMyTrip’s web and social media platforms.
Ye Hai Mohabbatein features popular Indian television actors Divyanka Tripathi, Karan Patel and Anita Hassanandani. The lead actors along with Ruhanika Dhawan who portrays the character of Pihu, Aditi Bhatia who plays Ruhi and Siddharth Makkar, who is introduced in the latest track as Vidyut, had flown down to Australia for the shoot. Viewers can see iconic locations such as the Rundle Street Mall, vineyards of Barossa Valley, scenic Kangaroo Island and the iconic cricket stadium Adelaide Oval on the show.
Tourism Australia has a decade long association with Balaji Telefilms, with popular shows such as Kyunki Saas Bhi Kabhi Bahu Thi, Kahaani Ghar Ghar Ki and Bade Ache Lagte Hai being shot in Australia for a series of special episodes.
“We are pleased to have collaborated with Balaji Telefilms and Star Plus to showcase Australia on Ye Hai Mohabbatein. India is a rapidly growing market for Australia. It is currently the ninth largest source market for the destination and is well positioned to achieve goals set out in the India 2020 strategy. To sustain the momentum of increasing visitor arrivals from India, impactful distribution and media partnerships such as this not only showcases the destination, but also provides attractive tactical deals to potential travellers,” said Tourism Australia Country Manager – India & Gulf Nishant Kashikar.
“We are extremely thrilled to be collaborating with ‘Ye Hai Mohabbatein’. The popularity of the show and its beloved stars make for an ideal platform to reach out to our target audience. We are excited about broadcasting the many sights and attractions of South Australia to millions of Indian viewers. This is a huge step forward in increasing the number of Indian tourists to Adelaide and the surrounding cities,” said South Australian Tourism Commission regional director southeast Asia & India Dana Urmonas.
South Australia was recently awarded the fifth best region in the world by Lonely Planet – the only Australian destination to be included in the prestigious ‘Best in Travel’ list. With a vibrant capital city, crowd-free beaches, up close wildlife encounters and world-class food and drinks, visitors get the complete Australian experience within one State.
GECs
EPIC Company unifies all brands under single EPIC identity
IN10 Media rebrand aligns TV, digital and films into one ecosystem
MUMBAI: The EPIC Company, formerly known as IN10 Media Network, has announced a sweeping brand consolidation, bringing its television channels, digital platforms and content IPs under a single identity, EPIC.
The move is aimed at simplifying the company’s structure while creating a more connected content ecosystem spanning television, digital and films. By aligning multiple verticals under one umbrella, the company is looking to present a sharper, more cohesive face to both audiences and partners.
As part of the transition, several channels have been rebranded to align with the EPIC identity. EPIC will now operate as EPIC TV, while Nazara becomes EPIC Bharat, Filamchi is now EPIC Bhojpuri, Gubbare transitions to EPIC Kids, and ShowBox is reintroduced as EPIC Music. Ishara will continue under the identity EPIC Parivaar, maintaining its core positioning.
The company has also refreshed EPICON, its streaming platform, to reflect a more unified and modern brand experience. The overhaul is designed to improve content discovery and create a seamless experience across platforms.
This consolidation follows the recent launch of EPIC Studio, a unified production arm that brings together Juggernaut Productions and MovieVerse Studio, as the company expands its footprint across films, OTT and television.
The EPIC Company managing director Aditya Pittie said, “As our scale has grown, it has become important to simplify how we operate and how we present ourselves to the ecosystem. This consolidation gives us a clearer, more future-ready structure to partner, invest, and build at scale, while ensuring that for viewers, the experience is more seamless and intuitive.”
With the rebrand, The EPIC Company is positioning itself as a platform-agnostic content network, focused on scale, simplicity and integrated storytelling. By bringing everything under one banner, it is aiming to make its content universe easier to navigate and harder to ignore.
