Scara Gaming has unveiled Scara Live, a new vertical designed to reimagine how live experiences are built and experienced in India. Positioned at the crossroads of entertainment, sports, and culture, Scara Live is set to help brands move beyond digital screens into the real world—creating authentic, high-impact connections through live engagement.

Built on a foundation of original IPs, creative storytelling, and data-driven insights, Scara Live’s mission is clear: to turn cultural moments into living experiences that inspire emotion, conversation, and community.

The venture is spearheaded by a powerhouse leadership team of industry veterans. Manoj George, with over two decades of experience across gaming, tech, and culture at Nodwin Gaming, Cornerstone, and UTV Disney, leads the charge. Joining him is Mazher Ramzanali, who brings 15+ years of expertise from Budweiser, OML, MTV, and Vice Media, and Santosh P, a seasoned strategist who has led live entertainment and marketing at BookMyShow and OML. Rounding out the leadership is Vikas Chand, known for overseeing major event operations for BCCI, IMG Reliance, Hockey India, and Delhi Capitals.

“Scara Live represents our belief that live experiences are where culture truly happens,” said Manoj George. “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, not isolated moments.”

Adding to that, Mazher Ramzanali noted, “The lines between digital and physical engagement are fading fast. Scara Live is built to help brands bridge that space—transforming entertainment, sport, and culture into living experiences that drive connection and community.”

Santosh P highlighted the timing of the launch: “India’s creator and live entertainment economy is on the rise. Audiences crave authenticity and interaction, and Scara Live is built to meet that need—helping brands not just participate in culture but shape it.”

At the heart of Scara Live’s offering are two flagship intellectual properties:

• Pixel Pulse – a cultural platform uniting music, comedy, fashion, and gaming to create large-scale cultural moments.
• Beyond the Game – a B2B knowledge and networking series that brings together leaders from sports, gaming, and innovation to foster collaboration and future-focused growth.

The company is also collaborating with creators, sports IP owners, and content partners to transform digital-first brands into immersive real-world formats.

The first event under the Scara Live umbrella is ‘iPopstar’, a weekly music reality series featuring artists such as King, Astha Gill, Aditya Rikhari, and Parmish Verma. The six-week competition features 12 contestants and will stream on Amazon MX Player, with Spotify and Warner Music as music partners. Scara Live serves as the culture partner, with the IP owned by Rusk Media.

With a bold vision and the backing of some of India’s most seasoned industry minds, Scara Live is set to reshape how brands engage with audiences in the era of experiential culture—where creativity, data, and emotion meet to create lasting impact.