imported>Dibyam Das at 16:52, 26 August 2021

2021-08-26T16:52:14Z

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{{Use dmy dates|date=December 2019}}
{{Use Indian English|date=May 2018}}
{{Infobox company
| name = Arre
| trading_name =
| logo = Arre Brand UDigital Logo.png
| logo_alt = Logo of Arre
| logo_caption = Arre logo
| image =
| image_alt =
| image_caption =
| type = [[Privately held company|Private]]
| traded_as =
| ISIN =
| founded = {{start date and age|df=yes|2015|02}} in [[Mumbai]], [[Maharashtra]], [[India]]
| founder = [[B. Sai Kumar]] Ajay Chacko [[Sanjay Ray Chaudhuri (Ray C)]]
| defunct = 
| key_people =
| industry = [[Entertainment]], [[Infotainment]], digital [[Content (media)|content]]
| genre = [[Comedy (genre)|Comedy]], [[Drama (modern genre)|drama]], [[Thriller (genre)|thriller]], [[Documentary]], [[Entertainment]], [[Infotainment]], [[Opinion]],
| products = [[Over-the-top media services|OTT platform]] Trial by Error: The Aarushi Files, A.I.SHA – My Virtual Girlfriend, Ho Ja Re-Gender, Official Chukiyagiri, Official CEOgiri (Season 2 of Official Chukiyagiri), Fitoor Mishra
| services = [[Sketch comedy]], web-series, music videos, audio series, documentaries, text
| num_employees = 35
| parent = UDigital Content<ref name="Mint" /><ref>{{citation |url=http://www.vccircle.com/bizcircle/company/company_details/U_Digital_Content_Pvt._Ltd.--91661| website=Bizcircle.net|access-date=10 May 2016|title=U DIGITAL CONTENT PVT. LTD.}}</ref>
| divisions =
| subsid =
| website = {{URL|arre.co.in|Arre}}
| footnotes =
| former_name =
| slogan = 
}}

'''Arre''' ({{IPAc-en|ɑr|eɪ}}) (stylized as '''Arré''') is an [[India]]n [[Over-the-top media services|OTT]] platform based in [[Mumbai]].<ref name="ArreBrand">{{citation |url=http://brandequity.economictimes.indiatimes.com/news/media/udigital-names-its-digital-venture-arre/47972566|date=7 July 2015| website=[[The Economic Times|ET-Brand Equity]]|access-date=10 May 2016|title=UDigital names its digital venture 'Arre'}}</ref> It produces and publishes videos, audio series, web series, documentaries, text and doodles through its online channel.<ref name="ArreBrand2">{{citation |url=http://realscreen.com/2015/12/09/india-launches-into-digital-frontier-with-arre/|last1=Alcinii| first1=Daniele|date=9 December 2015| website=[[Playback (magazine)|Real Screen]]|access-date=10 May 2016|title=India launches into digital frontier with Arre}}</ref> Founded by former [[Network 18]] and [[TV 18]] executives [[B. Sai Kumar]], Ajay Chacko, and Sanjay Ray Chaudhari, it is a content-based startup and was launched in April 2016.<ref>{{Cite news|url=http://businessworld.in/article/Arr-The-Millennial-Expression/22-07-2016-100705/|title=Arre: The Millennial Expression|last=Warsia|first=Noor Fathima|newspaper=BW Businessworld|access-date=23 October 2016}}</ref><ref name="Mint">{{citation |url=http://www.livemint.com/Consumer/5Tg0mkSqzpWawm6WXgXnRO/Will-Ronnie-Screwvalas-bold-new-bet-with-Arre-pay-off.html|last1=Choudhary| first1=Vidhi|date=22 October 2015| website=[[Mint (newspaper)|Livemint]]|access-date=10 May 2016|title=Will Ronnie Screwvala’s bold new bet with Arre pay off?}}</ref>

== History ==
Former [[Network 18|Network TV18]] CEO – B. Sai Kumar, COO – Ajay Chacko, and director [[Sanjay Ray Chaudhuri (Ray C)]] formed "Arre" in October 2015.<ref name="Mint" /><ref>{{citation |url=http://techcircle.vccircle.com/2016/02/12/co-founder-b-saikumar-acquires-controlling-stake-in-digital-media-startup-arre/|last1=Bhattacharya| first1=Anushree|date=12 February 2016| website=Techcircle.net|access-date=10 May 2016|title=Co-founder B Saikumar acquires controlling stake in digital media startup Arre}}</ref> "Arre" is an Indian colloquialism that roughly translates to "whoa" in English.<ref name="ArreBrand" /><ref name="ArreBrand2" />

In April 2016, Enam group invested an undisclosed amount in Arre, and along with the founders.<ref>{{citation |url=http://www.medianama.com/2016/04/223-arre-enam-holdings-investment/|last1=Johari| first1=Sneha|date=27 April 2016| website=Medianama|access-date=10 May 2016|title=Arre raises funding from Enam Holdings; Ronnie Screwvala exits}}</ref><ref>{{citation |url=http://www.moneycontrol.com/news/business/enam-picksminority-stakeronnie-screwvala-backed-arre_6413821.html|date=26 April 2016| website=[[Moneycontrol.com|Money Control]]|access-date=10 May 2016|title=Enam picks up minority stake in Ronnie Screwvala-backed Arre}}</ref>

== Development ==
The technology, architecture, design and developed by [http://www.monocept.com/ Monocept].
The online platform is designed by French agency Area 17.<ref name="Mint" />

== Products ==
Early in 2015, Arre announced ''Ho Ja Re-Gender'' based on the Israeli experimental format of ''Re-Gender'' originally produced by Armoza Formats. In the series, six participants are given a chance to experience life as a member of the opposite sex.<ref name="ArreBrand2" /><ref name="Re-Gender">{{citation|title=Arre to Launch India's First Digital Reality Series|date=2 November 2015|url=http://businesswireindia.com/news/news-details/arre-launch-indias-first-digital-reality-series/45982|access-date=10 May 2016|website=[[Business Wire]] India}}</ref><ref>{{citation|title=Gender Bender: How India discovered role reversal through pop culture|date=7 April 2016|url=http://www.hindustantimes.com/more-lifestyle/gender-bender-how-india-discovered-role-reversal-through-pop-culture/story-ELjDClrHyYCPEpWTVDE9JO.html|last1=Ray|last2=Shah|first1=Sarit|first2=Manali|access-date=10 May 2016|website=[[Hindustan Times]]}}</ref>

In August 2015, the company tied up with newspaper ''[[The Indian Express]]'' to produce investigative documentaries for a world audience. A documentary titled ''Death by Breath'' was released on 2 May 2016 which discussed the high levels of [[air pollution]] in the Indian state of [[New Delhi]].<ref name="TIE-DBB">{{citation |url=http://indianexpress.com/article/india/india-news-india/death-by-breath-documentary-delhi-pollution-odd-even-scheme-2781059/|date=2 May 2016| website=[[The Indian Express]]|access-date=10 May 2016|title=Watch Death By Breath: Documentary on Delhi’s pollution}}</ref>

in January 2016, the company launched its first web sitcom titled ''I Don't Watch TV''. Produced by Timbuktu Films, it is a satire on the Indian TV industry and stars television personalities like [[Nakuul Mehta]] and Bollywood film critic [[Rajeev Masand]].<ref>{{citation|title=Arre launches its first sitcom series- I DON’T WATCH TV (IDWT)|date=20 January 2016|url=http://www.exchange4media.com/digital/arre-launches-its-first-sitcom-series--i-don%E2%80%99t-watch-tv-(idwt)_63056.html|access-date=10 May 2016|website=Exchange4media.com}}</ref><ref name="IndiaIDWT">{{citation|title=Nakuul Mehta’s Hilarious, Must-Watch New Web Series 'I Don’t Watch TV' Sheds Light on the Real Life of Indian Television Actors|date=21 April 2016|url=http://www.india.com/arts-and-culture/nakuul-mehtas-hilarious-must-watch-new-web-series-i-dont-watch-tv-sheds-light-on-the-real-life-of-indian-television-actors-1124762/|last1=Choudhury|first1=Nila|access-date=10 May 2016|website=[[Penske Media Corporation|India.com]]}}</ref>

In April 2016, it launched ''A.I.SHA – My Virtual Girlfriend'', a web cam fiction show produced by reality show producer and actor [[Raghu Ram]].<ref>{{citation |url=http://www.indiantelevision.com/iworld/ott-services/arre-to-launch-new-series-aisha-my-virtual-girlfriend-160405|date=5 April 2016| website=IndianTelevision.com|access-date=10 May 2016|title=Arre to launch new series 'A.I.SHA – My Virtual Girlfriend'}}</ref><ref>{{citation |url=http://www.mid-day.com/articles/raghu-ram-and-harman-singhas-new-web-show-may-scare-you-off-siri/17210157|last1=Banan| first1=Aastha|date=8 May 2016| website=[[Mid-Day]]|access-date=10 May 2016|title=Love in virtual hell: Raghu Ram and Harman Singha's new web show may scare you off Siri}}</ref><ref name="Aisha">{{citation |url=http://indianexpress.com/article/entertainment/entertainment-others/raghu-ram-launches-web-cam-fiction-show-a-i-s-h-a-my-virtual-girlfriend/|date=2 April 2016| website=IndianTelevision.com|access-date=10 May 2016|title=Raghu Ram launches web cam fiction show 'A.I.S.H.A – My Virtual Girlfriend'}}</ref> Season 2 of the show premiered in March 2017.<ref name=":1">{{Cite news|url=http://www.gizmodo.in/indiamodo/a-i-sha-my-virtual-girlfriend-and-the-state-of-web-content-in-india/articleshow/57823685.cms|title=A.I.SHA- My Virtual Girlfriend and the state of web-content in India|work=Gizmodo|access-date=15 June 2017|archive-url=https://web.archive.org/web/20170614233014/http://www.gizmodo.in/indiamodo/a-i-sha-my-virtual-girlfriend-and-the-state-of-web-content-in-india/articleshow/57823685.cms|archive-date=14 June 2017|url-status=dead}}</ref>

In May 2016, it launched a podcast titled ''[[Trial By Error: The Aarushi Files]]'' based on the [[2008 Noida double murder case]], in partnership with online music streaming service [[Saavn]].<ref>{{citation|title=Attention, "Serial" Fans: This New Podcast Will Explore The Aarushi Talwar Murder And Trial|date=13 April 2016|url=https://www.buzzfeed.com/sahilrizwan/cannot-frikkin-wait|last1=Rizwan|first1=Sahil|access-date=10 May 2016|website=[[Buzzfeed]]}}</ref><ref>{{citation|title=Crime podcast delves deep into the Aarushi murder case|date=7 May 2016|url=http://www.sundayguardianlive.com/people/4422-crime-podcast-delves-deep-aarushi-murder-case|last1=Naskar|first1=Srija|access-date=10 May 2016|website=[[Sunday Guardian]]}}</ref><ref>{{citation|title=TRIAL BY ERROR – THE AARUSHI FILES|date=1 May 2016|url=http://www.arre.co.in/series/aarushi/|access-date=10 May 2016|website=Arre}}</ref>

In September 2016, Arre launched ''Official Chukyagiri'' that tells the story of Spandan Chukya, an MNC intern and the corporate world, seen through his eyes. Produced by Amritpal Singh Bindra, Anand Tiwari and their company Still & Still Moving Pictures.<ref name=":0">{{Cite news|url=http://indianexpress.com/article/entertainment/bollywood/exclusive-producers-amritpal-singh-bindra-and-anand-tiwari-on-their-new-web-series-official-chukyagiri-3011501/|title=Exclusive: Producers Amritpal Singh Bindra and Anand Tiwari on their new web series, Official Chukyagiri|date=3 September 2016|newspaper=The Indian Express|access-date=23 October 2016}}</ref><ref>{{Cite news|url=http://www.tubescoop.in/official-chukyagiri-heres-everything-need-know-arres-new-web-series/|title=Official Chukyagiri: Here’s Everything You Need To Know About Arre’s New Web Series|date=22 August 2016|newspaper=TubeScoop|language=en-US|access-date=23 October 2016}}</ref>

In February 2017, Arre tied up with Facebook to premiere its comic series ''The Adventures of Abbaas Mastan'', a fictionalised world of two film students on one global mission – to make the world's most viral video<ref name=":2">{{Cite news|url=http://www.exchange4media.com/digital/arre-ties-up-with-facebook-to-premiere-comic-series-the-adventures-of-abbaas-mastan_67828.html|title=Arre ties up with Facebook to premiere comic series The Adventures of Abbaas Mastan|last=www.exchange4media.com|access-date=15 June 2017|language=en}}</ref><ref name=":3">{{Cite web|url=http://bestmediainfo.com/2017/02/arre-experiments-web-series-launch-on-facebook/|title=Arré experiments web series launch on Facebook|website=www.bestmediaifo.com|access-date=15 June 2017}}</ref><ref name=":4">{{Cite news|url=http://www.indiantelevision.com/iworld/over-the-top-services/arr-premieres-the-adventures-of-abbaas-mastan-on-facebook-170222|title=Arré premieres 'The Adventures of Abbaas Mastan' on Facebook|date=22 February 2017|work=Indian Television Dot Com|access-date=15 June 2017}}</ref>

In June 2017, Arre launched a new adventure travel show ''The Real High'' featuring Rannvijay Singha, along with a group of six young kids of urban upbringing, that explores various parts of the north-eastern state, [[Arunachal Pradesh]].<ref name=":5">{{Cite news|url=http://timesofindia.indiatimes.com/tv/news/hindi/rannvijay-singhas-adventure-show-the-real-high-to-explore-arunachal-pradesh/articleshow/58939413.cms|title=Rannvijay Singha's adventure show 'The Real High' to explore Arunachal Pradesh – Times of India|work=The Times of India|access-date=15 June 2017}}</ref><ref name=":6">{{Cite news|url=http://www.firstpost.com/entertainment/ranvijay-singhs-next-reality-show-the-real-high-is-like-roadies-in-arunachal-pradesh-3503987.html|title=Rannvijay Singha's next reality show The Real High is like Roadies in Arunachal Pradesh|date=1 June 2017|work=Firstpost|access-date=15 June 2017|language=en-US}}</ref><ref name=":7">{{Cite news|url=http://www.sify.com/news/adventure-show-the-real-high-to-explore-arunachal-pradesh-news-others-rf5vEceggafbi.html|archive-url=https://web.archive.org/web/20180906090417/http://www.sify.com/news/adventure-show-the-real-high-to-explore-arunachal-pradesh-news-others-rf5vEceggafbi.html|url-status=dead|archive-date=6 September 2018|title=Adventure show 'The Real High' to explore Arunachal Pradesh|work=Sify|access-date=15 June 2017|language=en}}</ref>

In April 2018, Arré Launched a web series ''Official CEOgiri'' which was a continuity of Official Chukyagiri. Actor [[Sumeet Vyas]] played the lead character.

=== Web series ===
*''Ho Ja Re-gender'' (2016)<ref name="Re-Gender" />
*''[[I Don't Watch TV (web series)|I Don't Watch TV]]'' (2016)<ref name="IndiaIDWT" />
*''[[A.I.SHA My Virtual Girlfriend]]'' (2016)<ref name="Aisha" />
*''Official Chukyagiri'' (2016)<ref name=":0" />
*The Adventures of Abbaas Mastan (2017)<ref name=":2" /><ref name=":3" /><ref name=":4" />
*''[[A.I.SHA My Virtual Girlfriend]] Season 2'' (2017)<ref>{{Cite news|url=http://www.indiantelevision.com/iworld/video-on-demand/second-season-of-aisha-my-virtual-girlfriend-to-launch-on-arr-170309|title=Second season of 'A.I.SHA {{!}} My Virtual Girlfriend' to launch on Arré|date=9 March 2017|work=Indian Television Dot Com|access-date=15 June 2017}}</ref><ref>{{Cite news|url=http://www.gizmodo.in/indiamodo/Indias-answer-to-Black-Mirror-A-I-SHA-My-Virtual-Girlfriend-is-coming-back-for-a-second-season/articleshow/57572255.cms|title=India's answer to Black Mirror: A.I.SHA – My Virtual Girlfriend is coming back for a second season|work=Gizmodo|access-date=15 June 2017|archive-url=https://web.archive.org/web/20170613222315/http://www.gizmodo.in/indiamodo/Indias-answer-to-Black-Mirror-A-I-SHA-My-Virtual-Girlfriend-is-coming-back-for-a-second-season/articleshow/57572255.cms|archive-date=13 June 2017|url-status=dead}}</ref><ref>{{Cite web|url=http://www.adageindia.in/marketing/cmo-strategy/arre-reveals-sponsors-for-season-2-of-a-i-sha/articleshow/57653162.cms|title=Ad Age Homepage – AdAge|website=www.adageindia.in|language=en|access-date=15 June 2017}}</ref><ref name=":1" />
*The Real High (2017)<ref name=":5" /><ref name=":6" /><ref name=":7" />
*Official CEOgiri (2018)
* [[PariWar]] (2020)

=== Audio series ===
*''[[Trial By Error: The Aarushi Files]]'' (2016)<ref>{{citation |url=http://brownpaperbag.in/delhi/intel/first-listen-a-true-crime-podcast-reconstructs-the-aarushi-case/|date=11 April 2016| website=Brown Paper Bag|access-date=10 May 2016|title=People associated with the 2008 Noida double murders tell their own stories for the first time on new podcast ‘Trial By Error: The Aarushi Files’}}</ref>
*''Aarushi Files (Hindi)'' (2016)<ref>{{Cite news|url=http://www.business-standard.com/article/news-ani/arre-and-saavn-launch-aarushi-files-116101100509_1.html|title=Arre and Saavn launch 'Aarushi Files'|last=ANI|date=11 October 2016|newspaper=Business Standard India|access-date=23 October 2016}}</ref>

=== Documentaries ===
*''Death by Breath'' (2016)<ref name="TIE-DBB" />
*''Kashmir’s Lost Children'' (2016)<ref>{{Cite news|url=http://www.exchange4media.com/industrybriefing/arre-announces-partnership-with-sonyliv_66165.html|title=Arre announces partnership with SonyLIV|last=www.exchange4media.com|language=en|access-date=23 October 2016}}</ref>

== Partnerships ==
In April 2016, Arre partnered with music streaming service [[Saavn]] to produce and distribute a podcast titled ''[[Trial By Error: The Aarushi Files]]'' based on the [[2008 Noida double murder case]].<ref>{{citation |url=http://www.dnaindia.com/scitech/report-saavn-launches-original-programming-2200622|last1=Bahirwani| first1=Krishna|date=11 April 2016| website=[[Daily News & Analysis]]|access-date=10 May 2016|title=Saavn Launches Original Programming}}</ref>

In July 2016, Arre joined hands with internet-based TV streaming and [[Over-the-top content|OTT]] service provider, [[Yupptv|YuppTV]], to distribute content on its YuppTV Bazaar platform. Speaking about the partnership, Arre co-founder and managing director, B Saikumar, said "Arre is excited to reach out to an Indian and worldwide audience through YuppTV Bazaar's OTT platform. We look forward to a long-term association with YuppTV and hope to partner on many more content offerings on YuppTV Bazaar."<ref>{{cite web | url=http://www.news18.com/news/tech/yupptv-ties-up-with-arre-to-offer-content-on-yupptv-bazaar-1265634.html | title=YuppTV Ties up With Arre to Offer Content on YuppTV Bazaar | publisher=News 18 | work=PTI | date=4 July 2016 | accessdate=8 July 2016}}</ref><ref>{{cite web | url=http://www.business-standard.com/article/news-ani/yupptv-welcomes-new-age-digital-media-brand-arre-on-yupptv-bazaar-116070400332_1.html | title=YuppTV welcomes new-age digital media brand, Arre on YuppTV Bazaar | work=Business Standard| date=4 July 2016}}</ref>

In September 2016, Arre tied up with Mumbai-based Goquest Media to distribute and monetise Arre's content digitally across the world.<ref>{{Cite web|url=http://www.medianama.com/2016/09/223-arre-goquest-sony-liv/|title=Arré to distribute its content through GoQuest and Sony Liv|last=Johari|first=Sneha|date=30 September 2016|website=MediaNama|access-date=11 November 2016}}</ref><ref>{{Cite web|url=http://www.televisionpost.com/news/goquest-inks-content-distribution-deal-with-arre/|title=Goquest inks content distribution deal With Arré {{!}} TelevisionPost.com|website=www.televisionpost.com|access-date=11 November 2016|archive-url=https://web.archive.org/web/20161111195318/http://www.televisionpost.com/news/goquest-inks-content-distribution-deal-with-arre/|archive-date=11 November 2016|url-status=dead}}</ref>

In September 2016 Arre also announced a distribution partnership with [[Sony LIV|SonyLiv]]. The partnership will enable SonyLiv users to watch Arre's latest web series on its web and mobile platforms. Arre's entire video content library will be available as a part of SonyLiv's extensive catalogue in due course.<ref>{{Cite news|url=http://www.indiantelevision.com/iworld/over-the-top-services/arr-to-reach-larger-audiences-through-sonyliv-platform-160930|title=Arré to reach larger audiences through SonyLiv platform|date=30 September 2016|newspaper=Indian Television Dot Com|access-date=11 November 2016}}</ref><ref>{{Cite web|url=http://www.bestmediainfo.com/2016/10/arre-announces-partnership-with-sonyliv/|title=Arré announces partnership with SonyLiv {{!}} Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry.|website=www.bestmediainfo.com|access-date=11 November 2016}}</ref> In November 2016 this was followed by an announcement that both companies will co-produce a digital series starring actor [[Rithvik Dhanjani]], who will also be co-producing the show. Release is planned for early 2017.<ref>{{Cite web|url=http://www.afaqs.com/news/story/49363_Arr233-and-SonyLIV-announce-a-new-digital-series|title=Arré and SonyLIV announce a new digital series|website=www.afaqs.com|access-date=11 November 2016}}</ref>

As of October 2016, Arre has also tied up with France's largest television network, [[TF1]] Xtra and Vodafone Play.<ref>{{Cite web|url=http://www.afaqs.com/news/story/49149_Arr233s-web-series-AISHA-to-be-aired-in-Tamil-language|title=Arré's web series A.I.SHA to be aired in Tamil language|website=www.afaqs.com|access-date=11 November 2016}}</ref>

In February 2017, Arre partnered with [[Ola Cabs|Ola]] Play whereby digital content from Arré will be available to stream through Ola's connected car platform<ref>{{Cite web|url=https://www.olacabs.com/media/press/original-web-series-and-videos-from-arre-now-on-ola-play|title=Media Centre|website=www.olacabs.com|language=en|access-date=15 June 2017}}</ref>

In August 2021 Arre was Collabed with [[Kia]] in India at 3 episodes with [[Kia Seltos]].

== See also ==
*[[The Viral Fever|TVF Play]]
*[[Taboola]]

== References ==
{{Reflist}}

== External links ==
*{{Official website|http://www.arre.co.in/}}

{{DEFAULTSORT:Arre}}
[[Category:Indian brands]]
[[Category:Companies based in Mumbai]]
[[Category:Online companies of India]]
[[Category:Entertainment companies of India]]
[[Category:2015 establishments in Maharashtra]]
[[Category:Indian companies established in 2015]]
[[Category:Internet properties established in 2015]]

Arre brand - Revision history

imported>Dibyam Das at 16:52, 26 August 2021