Kolkata : Dabur Hajmola
has unveiled 'India's No. 1
Chatkarebaaz,' a never-seen-before social media reality show on Instagram
that blends news commentary with comedy. The initiative invites witty creators
across India to showcase their talent by transforming everyday gossip and
breaking headlines into chatkaredaar reels. Created and conceptualised by Schbang Delhi, this category-first
digital IP positions Hajmola as the
brand that fuels bold humor and cultural chatter.
Ajay Parihar, VP, Marketing, Dabur Hajmola, said, "We
wanted to create something that’s fun and really speaks to young India.
‘India’s No. 1 Chatkarebaaz' is about celebrating people who can turn everyday
news into something entertaining. It’s all about giving bold voices a platform
to shine."
Yashasvi Tickoo, Creative Lead at Schbang, added, "What’s
cool about this is that it’s the first time we’re mixing news and comedy like
this on Instagram. Creators get to take normal headlines and make them
completely shareable and funny. It’s a fresh way for a brand to connect with
people."
Shrey Chhibber, Group Creative Head, Schbang Delhi, says, "We
wanted to create something that felt real, not scripted. 'India’s No. 1
Chatkarebaaz' gives people the freedom to express themselves, and when they do
that, engagement happens naturally. "
The initiative
is backed by a distinguished jury of RJ
Raunac, Shubham Gaur, and Aaditya
Kulshreshtha, alongside 10+ micro-influencers and 30+ nano-influencers who
drive participation. Strategic amplification through paparazzi collaborations
and meme pages ensures organic virality, creating mass engagement at scale. The
prize pool includes ₹1,50,000 for the winner, ₹1,00,000 for the first
runner-up, and ₹50,000 for the second runner-up, making this an attractive
opportunity for creators nationwide.
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