Hustle culture under fire as Shark Tank India 5 entry campaign takes jab at CEOs

Shark Tank India is officially back with Season 5, and it has launched a new campaign film that takes a clever, satirical swipe at India’s startup scene. The ad opens inside corporate offices where flustered founders and CEOs are seen complaining that their employees are quitting in droves—to start their own businesses. The tone is humorous but rooted in a very real shift: entrepreneurship in India is no longer limited to boardrooms and B-schools—it’s happening everywhere.

The film then shifts to a self-styled ‘guru’ promoting the “70-hour workweek” as the key to success—echoing a familiar narrative in today’s hustle culture. But the message is quickly flipped: long hours alone don’t build businesses—sharp, original ideas do. And Shark Tank India is positioned as the platform where such ideas get the push they need.

Since launching in 2021, the show has become India’s premier startup platform with over 741 pitches, 351 deals, and Rs. 293 crore in funding. Season 5 promises to go even bigger, continuing its mission to find India’s most exciting founders—from college dorms to small-town homes.

The campaign film is now live on YouTube and is drawing attention from the startup community. Shark Tank India Season 5 will stream on Sony LIV, air on Sony Entertainment Television, and registrations are now open exclusively on Sony LIV.