Brands of Tomorrow S 2: Showcasing India’s Top 14 Innovators

In a masterful display of narrative artistry, Advaita Innovation Labs (AIL-India) unveiled Brands of Tomorrow (BOT) last Independence Day, presenting a riveting docuseries that brought India's most innovative and socially responsible brands to the forefront.

Premiering on Disney+ Hotstar, this groundbreaking series redefined traditional storytelling by illuminating the vision and ventures of pioneering businesses. The inaugural season of Brands of Tomorrow featured the bold and inspiring stories of visionary startups such as Power Gummies, Nasher Miles, Chowman, Regrip, Zoff Spices, and Freakins.

Building on its remarkable success and widespread acclaim on Disney+ Hotstar, Advaita Innovation Labs (AIL-India) is preparing to launch a highly anticipated second season of Brands of Tomorrow this Rakhi on August 19th on Disney+ Hotstar.

The forthcoming season promises to revolutionize the business and enterprise narrative landscape, blending cinematic excellence with compelling storytelling to showcase the dynamic fusion of innovation, purpose, and profitability that defines contemporary Indian entrepreneurship.

Suchayan Mandal, Founder of Brands of Tomorrow, stated, “When Brands of Tomorrow was launched last year, significant challenges were faced in convincing others of the importance of long-form content for founders. However, the overwhelming response now seen—evident in overflowing inboxes and the strong turnout at founder meetups—underscores the vital role of showcasing founders' success stories in a cinematic narrative. Brands of Tomorrow is not just about data; it’s about humanizing the stories of founders and inspiring India to believe in the power of entrepreneurial dreams.”

What's new and rigorous in Season 2?

In Brands of Tomorrow (BOT) – Season 2, the selection criteria have been elevated compared to the previous season. Following the overwhelming success of its debut, it received a surge of inquiries via social media and during founders' meetups (FOMO Mixers) held across tier 1 and tier 2 cities in India. It quickly became clear that limiting the episodes to six would no longer suffice. The demand from brands and their founders was so immense that it had to expand its roster. As a result, this new season has been curated with 14 episodes, each featuring a brand narrating its journey of triumphs and trials.

In Season 2, selecting the featured brands wasn’t an easy task. Every brand that registered demonstrated a high level of maturity in terms of revenue, products, and business impact. The selection process was honed by prioritizing compelling stories and meaningful social impact. This season, products like the 3000 crore momo empire Wow Momo, Fit & Flex's zero-added-sugar cereals, the Virendra Sehwag-backed fintech startup GetePay, and the 500-crore pickle brand Nilon’s are spotlighted. Each of these brands has not only carved out a unique identity in the Indian market but has also made significant contributions to their respective categories through relentless innovation.

How's our viewership?

In the previous season, nearly 15 million views were achieved. This season, the sights are set on 25 million, driven by the robust social media influence of the selected brands, each of which commands a significant following and a formidable digital presence. Considering the combined viewership of Season 1 and Season 2, confidence is high that 50 million views will be reached. By the end of the year, with the launch of the next season, it is anticipated that this number will rise to 80 million. Audience distribution is strategically balanced, with 58% hailing from metropolitan areas and 42% from smaller towns. The most encouraging aspect is the broad appeal across demographics, particularly within the 25- to 45-year-old age group—ambitious Indians with disposable income eager to engage with the content.

Sayantani Chakrabarty, Designer of the show Brands of Tomorrow, stated, “The stories of Indian founders are being redefined in how they are told. At a time when founders are emerging as India's newest icons, various platforms—ranging from funding-focused reality shows to podcasts and social media videos—are striving to capture and share their inspiring journeys. With the show's prestigious reach, it was imperative that an approach was crafted that reflects the leadership values of these founders and resonates deeply with the audience. To achieve this, the 'rule of thirds' was employed in filming the interviews, a technique commonly used in global Netflix documentaries, to create a sense of awe and gravitas around featured founders. The production is meticulously crafted to offer a cinematic experience, allowing viewers to engage with the content relaxed and immersively. The goal is to deliver a masterclass in entrepreneurship, offering genuine insights from India’s business legends through Brands of Tomorrow.”

BoT-Year-on-Year IP Growth

Advaita Innovation Labs has successfully developed intellectual properties like Brands of Tomorrow and Gods of Gourmet in collaboration with Disney+ Hotstar. Following the enthusiastic response to Brands of Tomorrow Seasons 1 and 2, AIL India is gearing up for a third season in the coming months. Additionally, there’s been significant interest from SMEs, the true backbone of India’s economy. This Diwali, Brands of Tomorrow: Rising Bharat will debut—a series where SMEs will share their stories on Disney+ Hotstar.

Season 2 - Brand Stories

Number of Brands Featured in Season 2: Fourteen

Notable Season 2 Uniqueness: Among the featured brands, there is an 86-year-old grandfather who launched the hair oil brand Avimee from his apartment in Surat. Disillusioned with sugar-laden cereals, a marathon runner created Fit & Flex, a brand offering zero-added-sugar cereals. A former CMO at a media company left her career to start Koparo, a laundry detergent brand aimed at protecting her daughter. Inspired by the tragic loss of her sister to a brain illness, one woman founded Neuphony, a company that develops brain-wearable devices for monitoring brain health. Additionally, four friends established a 3,000 crore momo brand, and a second-generation entrepreneur expanded a pickle business to a 500 crore enterprise.

These are just some remarkable stories excitedly presented through Season 2.

Brands of Tomorrow: The Intent Behind the Innovation – A Portrait

Brands of Tomorrow is an indigenous IP crafted to elevate D2C brands by amplifying their operations and market presence across India. The show’s unique concept centers on sharing these brands' narratives through their founders' voices, fostering strong brand recall and recognition. Leveraging Hotstar's precision targeting technology, the ideal audience can be effectively reached, a feature highly valued by the participating founders. Additionally, the vision is being expanded with plans to launch regional editions of Brands of Tomorrow, tailored to resonate with diverse linguistic and cultural segments across the country.

Path Ahead – Upcoming Assignments

AIL India is also developing several new IPs to launch later this year. • Brands of Tomorrow Season 3 • Brands of Tomorrow: Rising Bharat