ShemarooMe, the over-the-top (OTT) video streaming app of Shemaroo Entertainment has redefined the way Gujaratis have been enter- tained by delivering the best content in the form of movies, web series and nataks. In order to leverage its content to a wider audience for the recently released world digital premieres, ShemarooMe collaborated with India’s fastest growing and most engaged short-video app, Josh and launched some unique campaigns such as ‘Wanki Wadu Challenge’ & ‘Dhuandhaar Dialogue Challenge’ on the Josh app.

The campaigns were designed around ShemarooMe’s web series ‘Poori Paani’ starring Bhaumik Sampat & Jinal Bhelani and the Gujarati thriller movie, Dhuandhaar, actors, Malhar Thakar and Hiten Kumaar, in a role never seen before. Leveraging the popularity of the short-video platform, the #WankiWadu challenge & #DhuandhaarDialogues contest were accessible to over 139 million users on Josh and received massive success clocking over 10 million video views with 900K+ likes on the short- video app. The campaign received tremendous success and witnessed participation from content creators across the nation who actively engaged with regional content and submitted exciting videos.

Speaking on the collaboration, Sunder starring renowned Gujarati Venketraman, Head-Creator and Content Ecosystem, Josh said, “Our focus has always been to build Josh as the partner of choice for brands, creators and users while giving them an opportunity to indulge in content that is rich and entertaining.


Rahul Mishra, Head of Marketing, Shemaroo Entertainment Ltd. said, “We’re thrilled to have partnered with Josh, India’s fastest growing and most engaged short-video app, to take UGC-led brand campaigns to the next level. It has helped us in not just reaching our target audience, but also in making a lasting impression on them and connecting with them through activities that they enjoy.”

Actor Malhar Thakar Further added, “Today, with the growing popularity of OTT, watching your favourite content has become much easier than what it used to be. The love for OTT and content has become the new normal and will con tinue to stay the same with the number of users increasing every day. This partnership has further provided a platform for local content creators to showcase their unique talents and engage strongly with audiences of ShemarooMe.”