Scara Gaming has introduced Scara Live, a new vertical aimed at reimagining how live experiences take shape in India. Positioned at the intersection of entertainment, sports and culture, Scara Live focuses on helping brands move beyond digital engagement into real-world connections. Through original IPs, data-led insights and creative storytelling, it seeks to create experiences that are immersive and designed to inspire conversation, emotion and impact.
Founded by industry professionals, Manoj George brings over two decades of experience in gaming, technology and culture, having led business and revenue functions at NODWIN Gaming, Cornerstone and UTV Disney. Mazher Ramzanali, who has previously worked with Budweiser, OML, MTV and Vice Media, joins with over 15 years of experience in branding, cultural programming and sponsorship. Santosh P, with more than 16 years in marketing, has overseen live entertainment and business strategy at BookMyShow and OML. The leadership team also includes Vikas Chand, who has led event operations for organisations such as BCCI, Castrol, IMG Reliance, Hockey India and Delhi Capitals.
As India’s live entertainment landscape continues to expand, Scara Live aims to serve as a strategic partner for brands seeking stronger cultural engagement. It will introduce two flagship properties — Pixel Pulse and Beyond the Game — while collaborating with content creators and sports IP owners to translate digital-first brands into live, experiential formats.
Pixel Pulse will bring together music, comedy, fashion and gaming under one cultural platform, while Beyond the Game will function as a B2B knowledge and networking property that connects leaders from sports, gaming and innovation to foster collaboration and industry growth.
Supported by leadership with experience across media, sports, technology and live entertainment, Scara Live plans to combine creative strategy with data-backed insights to deliver measurable results in a highly competitive, digital-first market.
iPopstar, the first event in Scara Live’s lineup, has been announced as a weekly music reality series featuring artists such as King, Astha Gill, Aditya Rikhari and Parmish Verma. The six-week format includes 12 contestants, streaming on Amazon MX Player, with Spotify and Warner Music as music partners. Scara Live is the culture partner for the show, with Rusk Media owning the IP.
With its experienced leadership and focus on creativity and data, Scara Live is positioned to reshape India’s live entertainment landscape, aiming to create experiences that connect audiences and leave a lasting impact.
Speaking about the announcement, Manoj George said, “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.”
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.”
