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MUMBAI: launched a few months ago as the voice of the urban youth has struck a chord with their audience. This is illustrated with the Varanasi series of TAP THAT, which witnessed more than a million views, in just two weeks of its launch. It is a reality today that young and pioneering creators are embracing online video to showcase their point of view and bring about a change, one upload at a time. The portal ( was recently launched by the Moby Group spearheaded by the Ex- MTV creative director, Cyrus Oshidar. Playing the dual role of a publisher and agency, 101India’s mission is to create digital franchises and distinctive IP’s. It promises to be one of the boldest and smartest voices for youth in the infotainment digital industry.

TAP THAT follows the journey of two city slicker friends – Harman Singha and Abhishek, who decide to follow the road less travelled. Where others watch from a distance, these two boys jump right into the action “Tapping” the things no one else is brave, or foolish enough to. The show is largely targeted at urban youth who are constantly on the lookout for content with a twist.

The show received a whopping response from the top 5 metros of India – Delhi, Mumbai, Bangalore, Hyderabad and Chennai. In spite of 101India’s nascent stage, the fresh, quirky and bold content portal which has various segments such as Travel, Love and Sex, Funny, Fiction, People, etc. has received positive engagement from the audience.

Cyrus Oshidar, Managing Director/Chief Creative Officer, 101India, says, “Creating and enabling digital journalism is one of our visions for and the response has been positively overwhelming. We have put together an incredible team of creative people with strong backgrounds in youth television, digital media and branding. They are storytellers for this generation and use their unique skills to create a deeper engagement for pure content as well as Brand Solutions for clients prepared to look beyond the usual. We applied the same outlook for TAP THAT.”