Airtel Digital, Shemaroo combine for Gujarat SVOD service

Rebecca Hawkes
| 25 July 2016

Indian pay-TV operator Airtel Digital TV has partnered with Bollywood studio Shemaroo to launch a Gujuarati subscription video-on-demand (SVOD) service called Relamchhel.

shemaroo 300x145 1Gujarati movies will be included in the service, as well as stage performances featuring actors including Siddharth Randeria, Ketaki Dave, Feroz Bhagat, Sanjay Goradia, among others. Traditional stand-up comedy, jokes, suvichar and theatre performances from Gujarat will also be available, for INR39 a month.

“We are glad to launch Relamchhel — a first-ever Gujarati DTH service in the country on a DTH [direct-to-home] platform like Airtel Digital TV. A complete family entertainer, Relamchhel is not only first of its kind but also gives our Gujarati theatre artists a platform to be watched by millions. Regional entertainment is the next big thing in India and we’re happy to offer of a library which we have accumulated over the years and comprise premium entertainment delivered by top artists of the industry,” said Hiren Gada, director at Shemaroo Entertainment.

S Sriram, chief marketing officer, Airtel Digital TV, added: “We are delighted to announce the launch of Relamchhel for our Gujarati viewers. Our vision is to bring the most compelling content for viewers across India and adapting to their changing requirements. The launch of this new SVOD service is another concrete step in that direction”.