McDowell's No.1 Soda to bring together musician friends with No.1 Yaari Jam on Star Bharat and Viu App

McDowell’s No.1 Soda will launch the Season 1 of No.1 Yaari Jam on Star Bharat and Viu App, a television show that brings together India’s top musicians for great conversations, fun games and unplugged music. The show will launch on December 30 and air every Sunday for 10 weeks.

The ‘No. 1 Yaari Jam’ show has been created by McDowell’s No. 1 Soda in partnership with Mindshare India and is a co-owned content IP. Qyuki Media is the creative partner for the show and Glitch is the production and digital partner.

Set in a cozy, casual setting that replicates the home and jamming room of an artist, the No.1 Yaari Jam TV show is hosted by musicians Salim Merchant and Anushka Manchanda. Each episode will have musician pairs as guests who are real life yaars like Sunidhi Chauhan and Shreya Ghoshal, Shaan and Sonu Nigam, Amit Trivedi and Amitabh Bhattacharya, Jonita Gandhi and Harshdeep Kaur among others.

Promo:

No.1 Yaari Jam will have Merchant talking to the guests about powerful bonds of modern day yaari that encourages and aids people in their journey of self-discovery and self-expression. Manchanda will be hosting the games section where the guests try to roast their dosts. The chat and games will be followed by some unplugged music.

Khushboo Benani, Content and Brand Advocacy Head for Diageo India, said, “We believe in building brands with purpose and we want to connect with consumers by being a part of their cultural narrative. No. 1 Yaari Jam is not just a TV show or platform, but it is our attempt to showcase some of the most powerful friendship stories from the world of Indian music and tap into one of country’s biggest passion point. Behind the scenes this show has also been our attempt to unlock a forward-looking content and media partnership model with agencies, artists and creators, which helps us truly push boundaries for our brands to play in culture.”

Mac Machaiah, Chief Innovation Officer, Mindshare South Asia, said, “We have created a series of successful McDowell’s No.1 Yaari chat shows across various regional markets in partnership with Diageo, which are focused on film celebrities. We created No.1 Yaari Jam to bridge the gap of similar content in the music industry. Through this, the audience can get to know more about the lives of their favourite musicians, in addition to their musical works. We are elated to have embarked on this journey in partnership with Diageo. This has helped us achieve a major milestone that not only makes the platform more accessible to the masses, but also pushes boundaries on media and creative partnerships.”