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Blending entertainment, sports, and culture; the venture brings together leaders from BookMyShow, NODWIN Gaming, Cornerstone, MTV & BCCI
Mumbai, 5th November 2025: Scara Gaming is thrilled to introduce Scara Live. A new vertical built to reimagine how live experiences come to life in India. At the crossroads of entertainment, sports, and culture, Scara Live helps brands move beyond screens and into the real world, where real connections happen. From original IPs to data-driven insights and creative storytelling, Scara Live crafts experiences that are bold, immersive, and built to spark conversation, emotion, and impact.
Founded by industry veterans, Manoj George brings over 20 + years of experience in gaming, tech & culture domains; leading business/revenue functions for brands such as Nodwin Gaming, Cornerstone & UTV Disney. Mazher Ramzanali who previously worked with Budweiser, OML, MTV & Vice Media, comes onboard with 15+ years of experience in the branding, culture programming and sponsorship field. Finally, Santosh P, with 16+ years in marketing, has led live entertainment and business strategy at BookMyShow and OML, bringing deep expertise to Scara Live. Additionally, the leadership team will also include Vikas Chand who previously led venue/event operations for brands such as BCCI, Castrol, IMG Reliance, Hockey India & Delhi Capitals to name a few.
As India’s live entertainment landscape evolves, Scara Live aims to become a strategic partner for brands seeking to build deeper cultural relevance. With two flagship IPs, Pixel Pulse and Beyond the Game, the brand will additionally collaborate with content creators and sports IP owners to transform digital-first brands into immersive real-world formats.
Pixel Pulse is a cultural platform uniting music, comedy, fashion, and gaming to create large-scale cultural moments. Beyond the Game is a B2B knowledge and networking property that brings together leaders from sports, gaming, and innovation to inspire dialogue, collaboration, and future focused growth.
With seasoned leaders across media, sports, tech & live experiences, the brand is pivoting on a creative strategy backed by data to deliver tangible impact in an increasingly crowded digital-first world.
‘iPopstar’, the first event in Scara Live’s roster has been announced. A weekly music reality series featuring artists such as King, Astha Gill, Aditya Rikhari and Parmish Verma. The format has 12 contestants battle it out for 6 weeks, with the series being streamed on Amazon MX Player, with Spotify and Warner Music as music partners. Scara Live is the culture partner for the show, with the IP owned by Rusk Media.
Speaking about the announcement, the leadership team shared their thoughts: “Scara Live represents our belief that live experiences are where culture truly happens. We’re combining the power of creativity with the discipline of data and delivery to help brands engage audiences in meaningful, lasting ways. This will be about building sustained impact and not isolated moments.” said Manoj George.
Mazher Ramzanali added, “The lines between digital and physical engagement are fading fast. Scara Live is built to help brands bridge that space. We hope to transform entertainment, sport, and culture into living experiences that drive connection and community.”
Santosh P, said, “India’s creator and live entertainment economy is on the rise. Understanding how audiences crave authenticity and interaction, Scara Live is designed to meet that need, helping brands not just participate in culture but shape it.”
With a bold vision and a powerhouse leadership team, Scara Live is set to shake up India’s live entertainment scene. By fusing creativity, data, and culture, it’s not just creating events, it’s crafting moments that resonate, connect, and leave a lasting impact.
