IVM Podcasts and SBI Life Insurance collaborate for audio fiction series ‘Chitthiyaan'

IVM Podcasts, in collaboration with SBI Life Insurance, announced the launch of their latest audio fiction show titled ‘Chitthiyaan’ starring actor Gajraj Rao.

The series is themed around SBI Life’s brand philosophy ‘Apne Liye, Apno Ke Liye’ and its purpose; which is to liberate individuals to pursue their dreams by securing the needs and aspirations of their loved ones, as per the statement.

The series is directed by Safura Ubaid and premiered on August 28, 2023.

The series revolves around a character, Prasad Joshi, a retired postmaster, who stumbles upon a treasure trove of undelivered letters from the past. With each unopened letter, a story set in contemporary setting unfolds, showcasing the beauty of human relationships and emotions.

Ravindra Sharma, Chief of Brand, Corporate Communication and CSR, SBI Life Insurance, said, “Today’s consumers are increasingly consuming content via various convenient mediums and one of the emerging mediums is ‘Podcasts’ or the voice medium. While the popularity of this medium is gradually growing, the new age consumers are on a look out for content that stays relevant and meaningful to them. Keeping in mind the need to serve these consumers through a medium of their preference, along with IVM, we launched “Chitthiyaan” that captures the very essence of our brand philosophy ‘Apne Liye, Apno Ke Liye’.” He further added, “We hope this audio fiction series inspires individuals to liberate themselves by pursuing individual passions, while taking care of their familial responsibilities”.

Kavita Rajwade, Co-Founder, IVM Podcasts- Pratilipi, said, “As audience preferences continue to evolve, we aim to captivate and fulfill their information and entertainment needs through storytelling with a difference. In India, we have a deep affinity for narratives that delve into relationships and emotions, resonating deeply with our hearts. With this audio fiction anthology, our aim is to touch the hearts of the masses, forging strong bonds with them and turning them into dedicated enthusiasts”

 Rao said, “I am a regular listener of fiction and non-fiction audio books/ podcasts for the last 4-5 years. So one day, when I got a call from Amit Doshi- Founder, IVM Podcasts for collaborating on an audio series, I was more than happy.  He further added, “Chitthiyan is a story of a retired Postal service officer, Prasad Joshi and few letters he couldn’t deliver while in service. These letters and stories related to them are full of human emotions. We discover relationships, ambitions, and dreams in a contemporary startup age, where the old passes the baton to the new generations. I am thankful to SBI Life for backing such a beautiful idea as it reflects the shared vision of both IVM Podcasts and SBI Life in bringing meaningful content that touches lives”.