Star Bharat, McDowell’s No.1 Soda partner to launch TV chat show

MUMBAI: Hindi GEC Star Bharat has partnered McDowell’s No.1 Soda to launch a TV chat show hosted by Salim Merchant and Anushka Manchanda that brings together India’s top musician friends and traces the journey of their friendship over 10 episodes. ‘No. 1 Yaari Jam’ will launch on 30 December and air every Sunday for 10 weeks at 10 pm on Star Bharat and Viu app.

Set in a cozy, casual setting that replicates the home and jamming room of an artist, each episode of ‘No.1 Yaari Jam’ will have musician pairs as guests who are real life yaars like Sunidhi Chauhan & Shreya Ghoshal, Shaan & Sonu Nigam, Amit Trivedi and Amitabh Bhattacharya, Jonita Gandhi & Harshdeep Kaur among others.

No. 1 Yaari Jam will have Salim talking to the guests about the powerful bonds of modern-day yaari that encourages and aids people in their journey of self-discovery and self-expression. Anushka will be hosting the games section where the guests try to roast their dosts. The chat and games will be followed by some unplugged music.

The ‘No. 1 Yaari Jam’ show has been created by McDowell’s No. 1 Soda in partnership with Mindshare India and is a co-owned content IP. Qyuki Media is the creative partner for the show and Glitch is the Production and Digital Partner.

Commenting on the show, Music composer and Singer Salim Merchant said, “Audiences know their favourite musicians by the amazing sounds they create but behind the music there are untold stories of bonding and friendship that range from emotional to hilarious and No.1 Yaari Jam is our attempt to show the amazing connection that these artists have in real life. I had an amazing time shooting for this show as I got to spend time and chat with some of my closest friends and also make some new yaars.”

Diageo India Content and Brand Advocacy Head Khushboo Benani said, “We believe in building brands with purpose and we want to connect with consumers by being a part of their cultural narrative. No. 1 Yaari Jam is not just a TV show or platform, but it is our attempt to showcase some of the most powerful friendship stories from the world of Indian music and tap into one of country’s biggest passion point. Behind the scenes, this show has also been our attempt to unlock a forward-looking content and media partnership model with agencies, artists and creators which helps us truly push boundaries for our brands to play in culture.”

Mindshare South Asia Chief Innovation Officer Mac Machaiah said, “We have created a series of successful McDowell’s No.1 Yaari chat shows across various regional markets in partnership with Diageo, which are focused on film celebrities. We created No.1 Yaari Jam to bridge the gap of similar content in the music industry. Through this, the audience can get to know more about the lives of their favourite musicians, in addition to their musical works. We are elated to have embarked on this journey in partnership with Diageo. This has helped us achieve a major milestone that not only makes the platform more accessible to the masses but also pushes boundaries on media and creative partnerships.”

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