In yet another instance of women breaking into a male bastion, eight ladies will embark on a journey later this month to create a laugh riot on television and try to outwit each other to find out who is the best in tickling the funny bone -- and advertisers are loving it.
The show, Queens of Comedy on Discovery Communications' TLC channel, where only female participants will contest to become the best women comedian in India, will go on air from September 24 on weekends at 10 pm.
The show's advertising inventory has been almost sold out weeks before it airs on TV.
ITC's Fiama has come on board as presenting sponsor for the show, which will be 'co-powered' by Ossum. Other brands that have signed up for the show are Lotus Youth RX as 'Beauty Partner' and Fastrack 'Styled By' partner.
Commenting on the response of advertisers to the show, Discovery Communications India Vice-President, Head of Advertising Sales and Business Head of Regional Clusters, South Asia, Vikram Tanna said: "The concept is clutter- breaking and thereby engages well with the advertisers." Bullish that the show will be accepted by viewers, he said: "In a country where comedy scene is overwhelmingly dominated by males, Queens of Comedy makes a strong statement about getting females their rightful place in the comedy circuit in India."
Tanna further said: "We have almost sold out the inventory and are still getting lots of queries." On its association with the show, ITC Ltd Chief Executive, Personal Care Products Business Sameer Satpathy said: "Humour has a wide appeal and this resonates well with Fiama's core brand philosophy of 'Dil Ko De Lift' that celebrates positivity and encourages everyone to look at the brighter side of life."
Explaining the robust response from advertisers to the show, Maxus Managing Director South Asia Kartik Sharma said the usual "saas-bahu serials don't engage with the urban female millennials".
"In this scenario, Queens of Comedy with its quirky and uninhibited outlook comes as a whiff of fresh air and offers content which can help brands strike a meaningful conversation with this target group," he added.
TLC had called for entries to participate in the show through the show's website and top eight contestants were chosen for the programme out of 50 shortlisted candidates through audience voting.
The show will be judged by stand-up comedians Rohan Joshi and Kaneez Surka along with Bollywood actor Richa Chadda.
(This article has not been edited by Zeebiz editorial team and is auto-generated from an agency feed.)