‘Maharashtrachi Hasyajatra’ (MHJ), Sony Marathi’s flagship comedy show, continues to extend its cultural imprint with the success of its digital-first spin-off, MHJ Unplugged, which has hit an impressive 23 million views across the network’s digital platforms.

The achievement marks a major milestone for the channel’s new digital IP under MGEC’s first initiative, strengthening MHJ’s status as one of Maharashtra’s most loved entertainment brands.

Now in its ninth year, ‘Maharashtrachi Hasyajatra’ has completed more than 950 episodes, earning a loyal audience through its family-friendly humour and a roster of beloved comic performers. MHJ Unplugged was conceptualised as an extension of this universe—a format that takes fans behind the scenes through candid conversations with nine of the show’s most popular artistes. The podcast explores their journeys, struggles, inspirations and personal moments, offering a closer emotional connect beyond the stage performances.

The first season, supported by presenting partners Waman Hari Pethe Jewellers and Ravetkar Group, received overwhelming appreciation for its raw and honest storytelling. This season-long partnership not only elevated the show’s credibility but also enabled impactful brand integrations that blended seamlessly into the narrative. Sony Marathi ensured premium visibility for both partners through host mentions, logo placements, L-bands, Aston bands and dedicated branding on set.

Waman Hari Pethe Jewellers’ association stood out with a personalised “Waman Hari Pethe Soneri Kshan moment” in each episode, culminating with a sponsored silver coin for every guest—an emotional hook that aligned perfectly with the brand’s philosophy of celebrating golden moments. Ravetkar Group, too, benefitted from prominent on-ground and in-show visibility, deepening its presence among MHJ’s massive community of viewers.

The debut season not only strengthened Sony Marathi’s digital footprint but also showcased the platform’s commitment to experimentation, regional storytelling and innovative content formats. Hosted by Amit Phalke, MHJ Unplugged successfully brought fans closer to the MHJ universe, with candid insights and heartfelt conversations that resonated strongly with its loyal fan base.

Speaking about the association, Amol Ravetkar of Ravetkar Group said, “Just as we build homes, we want to build moments of joy. Sponsoring this beloved show, which celebrates local talent and humour, reinforces our commitment to the culture and values of the communities we serve.”

Ashish Pethe of Waman Hari Pethe Jewellers added, “This collaboration allows us to connect directly with our customers. MHJ Unplugged is a perfect vehicle for us as there is a perfect synergy between our customers and the audience of MHJ.”

Encouraged by the resounding success of Season 1, Sony Marathi is now gearing up for Season 2, which promises a bigger canvas, fresh formats and wider brand participation. With multiple sponsors already in the pipeline, the upcoming season is expected to offer brands a high-engagement digital property backed by a passionate regional fan base.