GECs
Sony SAB forms alliance with Twitter to create Twitter BOT for promoting its new show
MUMBAI: Sony SAB in partnership with Twitter has launched a very innovative and first of its kind social initiative on Twitter for its new show Y.A.R.O K Tashan. A first in the entertainment industry in India, SAB in collaboration with Twitter has created a unique Twitter BOT representing the Humanoid – Y.A.R.O, a lead character in its new show. The BOT replicates the characteristics of Y.A.R.O by answering all kind of question thrown at it. The show which centres on the protagonist Y.A.R.O, a humanoid, focuses on the relationship with friends and family, importance of love and humanity. In line with the new age concept of the show, the channel has also implemented this idea for its online and on ground marketing promotions.
This uniqueinitiative is such that anyone on Twitter can tweet any question on their mind with hashtag#SABKaYaroand they will get a response to the question in just a second. One can ask any generic question they like and they will get a response from Y.A.R.O through the SAB almost instantly. The netizens can experience the brilliance of the technology and intelligence that Y.A.R.O embodies. Try it to believe it!
SAB TV senior EVP and business head Anooj Kapoor said, “The partnership with Twitter is intended to provide our potential viewers a holistic experience of extraordinary powers of Y.A.R.O. The initiative makes it convenient for people to access Twitter and comprehend the genius of Y.A.R.O”
Twitter India head of TV partnership Viral Jani said, “Twitter is live, public and conversational and we encourage our partners to use our platform in an innovative manner and to its full potential. This initiative is a great example of bringing alive a character on Twitter as an auto-response bot, and amplifying it to audiences by showcasing Tweets on a billboard in real time”
#SABKaYaro set the Twitter on fire was when thousands of Twitteratis engaged with #SABKaYaro by throwing diverse questions ranging from scientific questions on atmosphere and the planet to funny questions like ‘Will you have coffee with me?’.
The initiative is displayed live on few high-traffic vantage outdoor sits in Mumbai. Wherein, if you are around the vicinity and happen to ask a question on Twitter with #SABKaYaro, your tweet and the response will also be displayed on the outdoor medium.
With a show so fresh and promotion so novel, Y.A.R.O Ka Tashan sure promises to be a package full of entertainment!
GECs
&TV brings Women’s Day shine to Lucknow mall
Shilpa Shinde joins “Selfie Lo. Shine Karo. Star Ban Jaao!” activation on 8 March.
MUMBAI: This Women’s Day, &TV is handing women the mirror and the spotlight because sometimes the best reflection is the one that finally says “star”. &TV is taking its celebration of strong, confident women off-screen with a lively on-ground initiative at a prominent mall in Lucknow on 7–8 March 2026. The activation, titled “Selfie Lo. Shine Karo. Star Ban Jaao!”, invites women to click empowering selfies at a specially designed mirror installation framed with a symbolic crown and bold messages such as Women & Confident, Women & Boss, Women & Independent, and Women & Carefree. The crown carries the core emotion, “She is her own hero. Her own cheerleader. Her own power.”
Adding star power to the event, beloved actress Shilpa Shinde (popularly known as Angoori Bhabi from Bhabiji Ghar Par Hain! 2.0) will attend on 8 March, interacting with participants. Select women will get the chance to meet her, and one lucky winner will be featured in an upcoming episode on &TV turning a simple selfie into a real on-screen star moment.
The initiative is rooted in the belief that women often celebrate others but rarely pause to acknowledge themselves. By creating a joyful space for self-recognition and confidence, &TV is extending its on-air narratives of empowered women into real life.
Shilpa Shinde said, “I truly believe confidence begins with how we see ourselves. I am very happy that &TV is creating a platform where women are not just celebrated but also given a chance to be seen and recognised.”
&TV chief channel officer and Zee5, business head for hindi Kaveri Das added, “At &TV, we don’t just tell stories of strong women, we actively create platforms for them. This Women’s Day initiative is our way of moving beyond celebration and enabling real visibility.”
In a world quick to spotlight others, &TV is flipping the script reminding every woman that the most powerful story she can star in is her own, one confident selfie at a time.
