Bhojpuri GEC Mahuaa is set with its first comedy reality show to be aired from 04 March 4, 2011, onwards. The show which is named as Smith and Jones Hansi Ka Tadka, is being produced by production house The Right Picture. Total fourteen comedians are going to participate in Hansi Ka Tadka which will be aired at prime time 9-10pm every Friday and Saturday. The show is targeted at Bhojpuri audience in Bihar, UP, Uttarakhand, Jharkhand and rest of India.
For total 34 episodes, judges for the show are comedy superstars Sunil Pal and Upasana Singh. The show will be anchored by Sunil Saware a leading comedian. The marketing budget for the promotion of the show is pegged at Rs 60 Lakh.
Speaking on the thought process behind the new comedy reality show, Nikhil Sheth, President, Sales, Mahuaa TV, stated, "Hansi Ka Tadka is a big show from Mahuaa. Most of the comedy shows which happen on Hindi GECs, the humour mainly comes in from UP, Bihar belt. And since we are the market leaders in these markets, we felt we must do a programme of this nature.”
Sheth also said that Hansi Ka Tadka will give a platform to local stand up comedians to showcase their talent and they are confident it will strike a chord with the viewers. “The Right Picture (TRP) which has done shows like Dance India Dance, are going to produce this show,” he noted.
Meanwhile, speaking on their tie up for the comedy show in regional GEC, Ajaay Gupta, CMD Capital Foods Ltd, the brand owners of Smith and Jones, said, "Smith and Jones is making a deep distribution push in the Hindi heartland and this partnership with Mahuaa is a very important step in that direction. Mahuaa is the absolute market leader in the Bhojpur belt and Smith and Jones Hansi Ka Tadka will be a key driver show for them.”
Gupta further noted, “We recently launched Cricket Ka Tadka across all Digital platforms. Smith and Jones Hansi Ka Tadka is the next step in execution of that strategy. Digital at one end and Regional at other is our core focus.”
The show is being promoted extensively on all the media platforms including radio, print, outdoor and television in the territories of Uttar Pradesh, Jharkhand, Bihar, among others.
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He joined the company in 2016 as Head of India and South Asia at Discovery Network