Arré, the digital media brand from UDigital, co-founded by Ronnie Screwvala, B. Saikumar and Ajay Chacko will launch, with a first ever digital reality show, based on the Israeli format Re-Gender which explores the relationship between the sexes. The format is distributed by Armoza Formats.
Commenting on this partnership, Avi Armoza, Founder and CEO, Armoza Formats said, “We’re extremely excited about this venture with Arré and to see ‘Re-Gender’ become the flagship series for this fresh new platform. The issues that the show deals with not only make for riveting viewing but also provoke important discussions in our society.”
B. Sai Kumar, Co- Founder and Managing Director, UDigital, said, “We are hoping to break new ground with a show like Re-Gender on digital media, in India. Definitions of gender roles and expectations are evolving everyday and is a much talked about and debated subject in India. We wish to bring our lens to the topic through a first of its kind entertainment series with elements of drama, reality, emotion, new experiences with social learnings all rolled into one”.
The format distributor, Armoza Formats, has successfully completed seasons of the show on television in Israel and Germany.
The show is a social experiment that breaks down the rules of gender perception and challenges society-defined gender stereotypes. 6 people will change their sexual identity. The men will become women and the women, men. Through their assignments out in the real world as well as through dynamics with each other in the house, where they will live cut off from the world for a month, the contestants will discover certain not-so-obvious truths about the opposite sex.
While Arré is yet to announce what the series will be called in India, the team will begin shooting in 2-3 weeks at a farmhouse in Chhatarpur, Delhi.