iWorld
Watcho to exclusively stream Vibe On, celebrating regional hip-hop talent
MUMBAI: Regional beats, fiery lyrics, and raw talent are taking centre stage as Watcho, Dish TV’s OTT platform, gets ready to exclusively stream Vibe On, a revolutionary hip-hop reality show. This collaboration with Prinday promises to spotlight emerging musical sensations from Punjab, Haryana, Himachal Pradesh, and Delhi. With hip-hop culture thriving across India, Vibe On is all set to take regional artistry to national prominence, and Watcho is the perfect platform to make it happen.
Vibe On, which has already created waves in 25 prestigious colleges across North India, unearthed 150 outstanding artists brimming with creativity and passion. Judged by celebrated music personalities like Amit Uchana, Ravneet Singh, and JSL Singh, the show is a cultural phenomenon that has captured the hearts of India’s youth. Watcho’s exclusive premiere will extend its impact further, offering these dynamic artists a digital stage to showcase their talent to a broader audience.
The partnership between Watcho and Prinday exemplifies their shared commitment to fostering local talent and redefining India’s entertainment landscape. By bridging regional voices with national platforms, they highlight the growing power of OTT in transforming the way India consumes content.
“Reality shows have always been a cornerstone of India’s entertainment journey, spotlighting stories of dreams, talent, and perseverance,” said Dish TV & Watcho corporate head of marketing Sukhpreet Singh. “As the genre evolves to thrive on OTT platforms, Watcho is proud to lead this transformation. ‘Vibe On’ aligns with our vision to bridge local talent with global opportunities, fostering creativity and redefining entertainment for the digital age.”
Prinday MD Prabhjot Kaur Mahant echoed the sentiment, saying, “Prinday is dedicated to creating platforms that connect raw talent with meaningful opportunities. ‘Vibe On’ celebrates the diversity of India’s musical heritage and gives a voice to fresh, dynamic artists. Partnering with Watcho OTT allows us to amplify these artists’ reach and impact at a national level.”
For creator Baljinder S. Mahant, Vibe On is more than just a reality show. “It’s a movement to give regional talent a stage to shine. Every beat, lyric, and performance reflects the vibrant energy of India’s youth. Partnering with Watcho takes this vision further, reaching diverse audiences across the country and redefining how talent is discovered and celebrated in the digital era.”
Subscribers to Watcho can look forward to a front-row seat to India’s next musical revolution as Vibe On premieres exclusively on the platform. By delivering fresh and authentic content, Watcho reinforces its position as a trailblazer in the OTT space, offering engaging, relatable, and innovative shows that resonate with diverse audiences.
If you love hip-hop or believe in the power of regional artistry, Vibe On is the show for you. It’s more than entertainment—it’s a celebration of dreams, ambition, and the creativity that defines India’s youth. So, log into Watcho, and get ready to groove with India’s promising hip-hop stars.
iWorld
Crocs India ropes in Rakesh Bedi for quirky new digital campaign
Veteran actor brings humour and nostalgia to brand’s latest ‘Crocshake’ film.
MUMBAI: Crocs has decided to shake things up quite literally by teaming up with veteran actor Rakesh Bedi for its latest digital campaign. The campaign, conceptualised by One Hand Clap, cleverly taps into the current wave of nostalgia and character-led content. It features Rakesh Bedi, who is currently enjoying renewed popularity after Dhurandhar, in a series of increasingly chaotic yet humorous everyday situations.
At the centre of the film is a simple handshake that spirals into a chain of unexpected twists, culminating in the fun “Crocshake.” The light-hearted narrative highlights how ordinary social moments can turn into memorable ones, perfectly aligning with Crocs’ brand ethos of individuality, comfort, and self-expression.
Crocs India country manager Manoj Juneja said the campaign reflects the brand’s desire to stay culturally relevant. “This collaboration with Rakesh Bedi blends humour, nostalgia, and contemporary trends to create content that entertains and sparks conversations,” he noted.
Rakesh Bedi added, “What I loved about this campaign was how naturally the humour came through. It takes a simple, everyday situation and turns it into something completely unexpected. It’s always exciting to be part of something audiences can instantly connect with.”
The campaign builds on Crocs India’s ongoing strategy of creating relatable, digital-first storytelling that resonates with a wide audience while staying true to the brand’s playful personality.
In a crowded footwear market, Crocs continues to stand out by keeping things fun, comfortable, and conversation-worthy proving once again that sometimes all you need is a good shake (or Crocshake) to make your mark.
