Banijay Asia Partners for India’s First Digital Reality Show

Banijay Asia has teamed up with Wavemaker and Myntra to create India’s first digital reality show, Myntra Fashion Superstar.

The show is aimed at identifying the country’s most sought-after digital fashion influencer. The eight-part reality show stars actor Sonakshi Sinha and celebrity stylist Shaleena Nathani as judges.

The show will provide an opportunity to fashion aficionados with a knack for creating and projecting styles to bring forward their unique personalities through digital and social-first content. Contestants will compete in a variety of fashion styling and digital-content innovation challenges to showcase their penchant for fashion and be given the coveted title of India’s Fashion Superstar.

Achint Setia, VP of marketing at Myntra, said, “Consumers these days look for experiences coming from people whom they can relate to, which are more authentic. Fashion as a category is highly dominated by influencers who play a huge role in consumers’ decision-making journey. Rather than create for them, we realized that we should put them in the center and create with them and take the game to the next level.”

“Fashion and entertainment dominate the lives of young Indians,” said Deepak Dhar, founder and CEO of Banijay Asia. “To cater to their specific needs we decided to combine these two worlds and put together a truly unique and relevant reality show that’s bound to resonate with young India. We are delighted to have found a partner in Wavemaker to bring this idea to life.”

Karthik Nagarajan, chief content officer at Wavemaker, said, “In Myntra Fashion Superstar, we landed on an idea that was the perfect marriage between audience-centric, digital-first content, which was also moving the needle on business goals. In Myntra, we had a client who was willing to push the boundaries and Banijay Asia was the perfect partner for us as their ability to create quality content and innovative concepts at scale, is unmatched in the country. We are delighted to partner with them for such a unique, path-breaking show that promises to merge the boundaries between reality television, digital content and fashion—creating a first of its kind genre along the way.”