Keshet International (KI), Annapurna Studios and streaming platform aha have collaborated to bring India’s first adaptation of Keshet 12’s rom-com The Baker and the Beauty to screen this September. 

Based on the globally acclaimed Israeli format originally created by Assi Azar for Israel’s most-watched TV channel, aha’s Indian adaptation of The Baker and the Beauty is produced by Annapurna Studios, directed by Jonathan Edwards and scripted in Telegu. A tale of two opposites starring Santosh Shobhan and Tina Shilparaj in the lead roles, the 10×60’ drama centres on an unlikely romance between a middle-class youngster Vijay, who manages his parents’ small-time bakery and a film star Aira Vasireddy, a loner at heart despite having the world at her feet. 

The Baker and the Beauty will receive its web-based premiere across India from 10 September 2021 on aha, the 100% Telugu OTT platform owned by Arha Media and Broadcasting Private Limited, which showcases the latest blockbusters and path-breaking web shows. Telegu is the fourth most spoken language in the Republic of India, with the majority of the 95M speakers based in the southern states.  

Kelly Wright, Keshet International’s SVP of Distribution and New Business, says, “We’re thrilled to be collaborating with Annapurna Studios and aha to bring this latest adaptation of Assi Azar’s The Baker and the Beauty to Telugu audiences across India. The Baker and the Beauty is a format with undeniable universal appeal, comprising beautifully crafted characters that can be rooted in any close-knit, family-focused community anywhere in the world. We hope to take this association with aha forward to deliver many memorable shows in the times to come.”   

Ajit Thakur, aha’s CEO comments, “We at aha are constantly working towards bringing diverse and relatable content offerings for our Telugu audiences and it makes us immensely happy to be collaborating with Keshet International and Annapurna Studios for The Baker and The Beauty as we’re quite confident that it’s a story for all ages and will connect with both- the young and old audience.” 

Annapurna’s adaptation of The Baker and the Beauty has been updated to mirror the sentiments and sensibilities of a Telugu audience.  Beyond its lead characters and the rom-com setting, the feel-good show offers a grounded picture of the conflicts, aspirations across Telugu middle-class households and the elite sections of the society with a pinch of humor and sensitivity. The romance chapter in the lives of a ‘pakka local’ guy and a young damsel in distress promises a rollercoaster ride of emotions for aha’s viewers in India. 

Following widespread critical acclaim and ratings records in Israel (the first two seasons were the most-watched dramas in their respective broadcast years), the globally recognised romantic comedy returns to Israeli TV screens for a third season this autumn on Keshet 12.  

To date, KI has licensed The Baker and the Beauty format in the United States for ABC (produced by Keshet Studios, Universal Television and ABC Studios); the Netherlands for NET5; Russia for CTC; with the finished tape of seasons one and two sold to Amazon for Amazon Prime.   

Other Keshet 12 formats licenced by KI and adapted for Indian audiences include Emmay Entertainment’s Hindi Prisoners of War India (Bandi Yuddh Ke) for Star TV and Rose Audio Visuals’ The Stylist – a Hindi adaptation of the romcom originally created by Dana Eden, Michal Moncaz, Tamar Marom, Avner Bernheimer.