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Chat shows as a format have been used for long by brands in the form of branded content and advertiser-funded programmes. Either the show is sponsored by a few brands or is created specifically for a brand in which its products or positioning is integrated. There’s usually a common code for doing it. Get a cosy sofa or two sofa chairs around a table, coffee mugs, beautiful backdrop and lighting, celebrity speakers and a known interviewer – and the show is ready to roll!

In 2022, a few brands started thinking out-of-box and brought entertaining and unique variations in the chat-show format. has compiled its list of favourite chat shows created for brands. 

Lakme’s ‘Wing it with Ankush’ 

Lakme collaborated with content creator Ankush Bahuguna to launch a unique 4-episode chat show where he was seen chit-chatting with celebrities while doing their makeup. There is subtle and seamless brand integrations into content; nothing could have been smarter than this. While the brand was shown throughout the show, it didn’t hamper the consumer’s content consumption experience. Featured on the show were Jovita George, Kusha Kapila, Sheeba Chadha and Anusha.

Tinder ‘Swipe Ride’

In 2022, Tinder was back with new episodes of ‘Swipe Ride’, a show that celebrates uninhibited, meaningful conversations about what Indian women really want from their dating lives. 

In the series, content creator Kusha Kapila takes the driver’s seat to pick up Tinder members to meet their dates. Joining the two ladies for the journey is always a surprise celebrity guest. The trio chat about the nuances of romance, what they want in a modern relationship and how meaningful connections can take different forms on Tinder. 

This time around, celebrity guests who joined the Swipe Rides were Alaya F, Pooja Bhatt, Sonam Bajwa and Tamannaah Bhatia. The show was distributed on Tinder India’s YouTube channel and Voot.

Bingo! Comedy Adda Season 2

ITC launched season 2 of the TV show ‘Bingo! Comedy Adda in 2022. The show was broadcasted on Disney Star channels and streamed on Bingo! snacks YouTube page. Season 2 of the show was hosted by Varun Sharma who caught up with prominent names like Virender Sehwag, Mouni Roy, Shehnaaz Gill, Yashraj Mukhate, Guru Randhawa, Sharwari Wagh, Divyendu, Manushi Chillar, and stars of social media like Bhuvan Bam, Beyounick and Ashish Chanchlani. 

The show also had a special stand-up comedy segment ‘Original Style Stand Up Comedy’ with the who’s who of stand-up comedy like Devesh Dixit, Gaurav Kapoor, Ravi Gupta, Vinay Sharma, Gaurav Gupta, Nishant Tanwar & Abhijeet Ganguly. 

Bingo! Comedy Adda, since its inception in 2017 has received encouraging responses and has emerged as a well-recognised comedy show. The concept has been reworked and expanded into a full-fledged show, brimming with all-around entertainment, setting new industry benchmarks for creative partnerships, and engaging a wider audience.

Cetaphil’s ‘Not just a chat show’ on Zee Cafe

Zee Cafe created a chat show ‘Not Just A Chat Show’ for the skincare brand Cetaphil. The show featured actor and influencer Anushka Sen, who caught up with celebrities and famous skin specialists. This chat show was different from any of its contemporaries as it is shot in a ‘behind the scene’ format, which made it look more real and spontaneous rather than scripted and planned. 

Swiggy Instamart’s 'Inside My Kitchen ft. Janice Sequeira'

Swiggy Instamart launched a fun and food-filled YouTube series 'Inside My Kitchen ft. Janice Sequeira'. Produced by media and entertainment agency OML Entertainment, the show took viewers into the kitchens of famous personalities and gives them a glimpse of their lives - up close and personal. 

From Shruti Haasan opening up her home and her kitchen to viewers, revealing her love for tea and other treasures in her pantry, Harshvarrdhan Kapoor showing off the spread of health supplements he swears by, Tamannaah Bhatia teaching Sequeira amusing Sindhi abuses, professing her love for Kadhi-Chawal and Tuk, and revealing a lot more fun facts about herself, the show was peppy and high on entertainment.

Bumble’s Dating these nights

Dating and social networking app Bumble launched the third edition of its content series ‘Dating These Nights’. Featuring Zoya Akhtar, Mrunal Thakur, Shriya Pilgaonkar, Jim Sarbh, Vijay Varma and Srishti Dixit, ‘Dating These Nights’ aimed to help people discover and navigate deeper and more meaningful conversations around modern romance and dating in 2022. 

The first episode, ‘Romances and Bromances’ featured filmmaker Akhtar and actor Sarbh who spoke about “modern masculinity” discussing what healthy masculinity looks like and more. ‘Age of Love', the second episode of Bumble’s content series, saw actors Thakur and Pilgaonkar discuss dating in one’s 30s–an interesting experience when we date on our own terms and timelines. Ending the season, ‘Banking on Love’ featured the star of the recently released film Darlings, Varma and influencer Dixit who explored nuances related to financial intimacy in relationships in the last episode.

Zomato’s ‘Table for two’ 

Zomato launched the one-of-its-kind chat show, ‘Table for two’. In the series, actor Sahiba Bali gets celebrities to pull a chair and join her as they face off in a series of fun, out-of-the-box food challenges. Some of the celebrities featured in the series are The Great Khali, actor Ram Charan, Ajay Devgan and Tiger Shroff and content creator Gaurav Taneja. 

Biryani By Kilo’s ‘Dum Laga ke India’

Who doesn’t like to watch videos that beautifully capture our favourite food items and make us crave them? But the real magic happens when these food videos are coupled with travel content and celebrities. Biryani by Kilo, the biryani and kebab delivery chain, launched the 4-episode web series ‘Dum Laga ke India’, created by Rusk Media, on Disney+ Hotstar. In the web series, chef Ranveer Brar caught up with PV Sindhu, Vaani Kapoor, Arman Mallik and Pranitha Subhash, chatting about the food, heritage and culture of Mumbai, Hyderabad, Kolkata, and Bengaluru. 

The Man Company’s podcast series ‘The Gentleman Show’

The Man Company launched a 26-episode podcast series, ‘The Gentleman Show’, which ignites a conversation around everything men want to talk about but never get the opportunity, encouragement and support to do so. Hosted by content creator Ankush Bahuguna, The Gentleman Show is a platform where men can feel comfortable and encouraged to talk about topics that were never discussed or spoken before. And, even if such conversations started, they died down with a mere whisper. On the show, celebrities from all walks of life made an appearance and talked about everything without barriers or hiccups.

Cred Curious

The Cred Curious series aims to bring insights from the best minds to the viewers ‌to enable better lives. Hosted by Cred founder Kunal Shah, the chat show was launched two years ago. The series has streamed seven episodes until now on Youtube. Out of seven, three were hosted in 2022 and featured Carl Pei, CEO of Nothing, footballer Sunil Chhetri and Shreyas Doshi, Investor and Advisor. The series has previously featured personalities from various fields of work, including, Nithin Kamath (founder Zerodha), Anand Gandhi (filmmaker and entrepreneur), Paras Chopra (founder and Chairman - Wingify).

boAt’s video podcast series - ‘#DoWhatFloatsYourboAt’ 

boAt launched a 7-episode video podcast series - ‘DoWhatFloatsYourboAt’ in partnership with podcast networks IVM Podcasts. Hosted by Danish Sait, a stand-up comedian, host, RJ, actor, and writer, the podcast deep-dived into the alternative lives of new India, by having insightful conversations with personalities who have pursued their passions, irrespective of obstacles, free of rules and managed to do some really cool things. 

The show was based on the brand’s purpose of #DoWhatFloatsYourboAt, which focuses on recognising and enabling the underground community of creators across genres in the country. 

The guest line-up included Shantanu Maheshwari, actor and dancer; Ruhee Dosani, digital creator; Zake, Grafitti artist; Mayur Jumani, music composer and producer; Mythpat, video gaming creator; Pranav Mishra, Co-Founder, HUEMN, and Aman Gupta Co-Founder and CMO, boAt.

Sofit’s “Shape of you” show on Mirchi

Sofit, the plant-based drink brand by Hershey India, partnered with Mirchi’s “Shape of you” YouTube chat show hosted by Bollywood diva Shilpa Shetty Kundra. The actress exchanged experiences about health and wellness with renowned Indian celebrities in the 12 episodic season that streamed on Mirchi’s YouTube channel.

Shetty is popularly known for her strong fitness regime and for being a prominent icon within that space. The actress hosted the candid talk show with leading artists from the industry including John Abraham, Jacqueline Fernandes, Masaba Gupta, Badshah, Shehnaz Gill, Shamita Shetty, Rakul Preet and more. 

Wow Skin Science's ‘Wow Lens' chat series

D2C beauty and wellness brand ‘Wow Skin Science’ introduced a friendly chat series called Wow Lens – which featured candid, heartfelt, personal accounts of its consumers, that delve into their journey of creating the extraordinary out of the ordinary.

Continuing the theme of the #WowFromWithin campaign featuring Bhumi Pednekar, Wow Lens featured user-generated content of men and women who have broken the shackles of the regular, been a rebel with a cause and challenged the orthodox notions of society.

As part of the series, the brand also launched 10-12 minutes video interviews with content creators like Abhyudaya and Gautami of Slaypoint, Ranveer Allahbadia and Shirley Setia.