Hungama forays into regional with Marathi original show

MUMBAI: Digital entertainment company Hungama has forayed into long-form original programming in regional languages with the launch of its Marathi show ‘Padded Ki Pushup’.

Currently, under production, ‘Padded ki Pushup’ will be Hungama’s first regional show. A comedy series, the show will revolve around the life of Ashish Shinde, a newly married man who gets hired as a lingerie salesman. He must try to succeed at work and at the same time, keep the nature of his work hidden from his wife and nosy mother-in-law.

Produced by Hungama Digital Media and Café Marathi, and directed by Akash Gursale, the show’s cast will be headlined by Aniket Vishwasrao, Tejashree Pradhan and Kishori Ambiye.

Hungama will soon roll out additional original shows across six Indian languages – Tamil, Telegu, Kannada, Punjabi, Marathi, and Bengali – over the course of the year. All the shows will be available on Hungama Play, Hungama’s video-on-demand platform, further benefiting from the company’s strong distribution network and reach an audience of over 50 million in India and 10 million in international markets.

Hungama’s strategic association with Xiaomi will enable consumers to watch the shows via Hungama Play on Mi Video and Mi TV. Additionally, the shows will also be available to stream through Hungama Play on Vodafone Play, Idea Movies & TV, Amazon Fire TV Stick, and other Android TVs.

Hungama Digital Media MD & CEO Neeraj Roy said, “Over 48% of our users consume non-Hindi content and we have seen a tremendous demand from this audience for differentiated stories. Our regional shows will focus on offering our users strong, contemporary narratives that not only resonate with a language-specific audience but also have a universal appeal. We intend to launch 6 to 7 non-Hindi shows in the next 9 months and are certain that this will help us increase our user base by almost 30%.”

Through its original content in regional languages, Hungama will focus on locally-relevant, yet universally appealing stories that can be appreciated by audience across different age groups, genders, and geographies.

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