Rusk Media ropes in multiple brands for Tamil indie music show

Mumbai: Rusk Media has onboarded multiple brands as sponsors for its Tamil indie music reality show I-POPSTAR Tamil, with AI+ Nova Smartphones joining as the presenting sponsor and Farmley Makha Shaka, Godrej's Appliances business and Denver Perfumes coming on board as co-powered partners. Godrej's Appliances business is also the Quality Partner, while Denver Perfumes is the Fragrance Partner.

The company said I-POPSTAR Tamil is its first original Tamil music intellectual property (IP), built around original Tamil indie music.

It added that the show offers brands integration opportunities across content, digital engagement, creator collaborations and social media extensions.


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"We're seeing brands increasingly back original regional IP because that's where highly engaged communities are forming," Rahul Arora, Head of Rusk ADs, said.

Launched on July 23, the 14-episode series is fronted by Yuvan Shankar Raja as Super Mentor, alongside mentors Shakthisree Gopalan, Asal Kolaar and Anthony Daasan.

The show streams every Thursday and Friday on Alright! TV and every Thursday and Saturday on the Media Masons YouTube channel.