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YouTuber Nisha Madhulika with Ulka Gupta who will be seen playing the character of Banni in the show

Hindi GEC Star Plus, the flagship channel of Disney Star, has collaborated with YouTuber Nisha Madhulika for the channel’s fiction offering ‘Banni Chow Home Delivery’.

Madhulika has pioneered the food blogging market and helped many women through her blogs and YouTube videos. 

‘Banni Chow Home Delivery’ started airing on May 30.

The channel has taken the initiative to integrate ‘Banni Chow Home Delivery’, a show which features an empowered self-made woman’s journey, with Nisha Madhulika’s YouTube channel, featuring ‘Banni’ and Nisha herself.  

This show is aimed at showcasing the story of a young and vivacious entrepreneur, Banni, who runs a food delivery business where she cooks home-cooked meals for those who miss their home-cooked food. The character Banni is on a journey to becoming a self-made entrepreneur just like Nisha Madhulika.

This collaboration takes the ‘traditional meets new-age media’ to another level, and creates a harmony between both the digital and television audiences, unlocking a new media landscape. 

The channel said that the thin line between traditional TV and the digital world is getting blurred with each passing day. The traditional linear TV has realised the potential of the creator economy in catering to a wider entertainment-hungry audience who are spoilt for choices with a plethora of avenues at their disposal.

The result is the amalgamation of the traditional TV and the creator economy in wonderful ways.  

Madhulika has been featured in YouTube’s own spotlight campaigns and encourages each of her viewers, mostly consisting of housewives who are eager to learn new things on a digital platform. They aim to bring content in a meaningful manner, to the new set of audiences who straddle both digital and television, through this collaboration of YouTube and HGEC.

Nisha, a UP-based home chef, started her journey with a blog. She launched a YouTube channel with her recipes in 2011, eventually rising to become India’s #1 female YouTuber, and the 15th biggest YouTuber in India, with a subscriber base of 13 million. A big majority of her audience consists of a female base with the highest viewership between ages 25-34 in Hindi-speaking markets.  

The GEC has engaged with a non-linear celebrity with the idea to go beyond the usual format of short-term paid engagement to create a series of videos which bring out the synergies between their TV character and a real-life Youtuber.

This association will help Star Plus in providing a roadmap to reach out to a wider audience, eventually bridging the much-needed digital divide. 

Madhulika pointed out that a collaboration like this will be the next big thing for content creators. “It is a sure-fire way to expand the reach of niche audiences to offer more value to both brands. It's about growing each other's communities to build a strong content ecosystem. Such associations for content makers and content creators like me can be a crucial link for brands to leverage to tap more viewers across geographies,” she said.