iWorld
Lionsgate Play partners with Grameenphone, Expands to Bangladesh
Mumbai: Embarking on a quest to strengthen its foothold in Southeast Asia, Lionsgate Play, a premium streaming service, has expanded its content horizons in the burgeoning market of Bangladesh. With the endeavour to resonate and reach the audience of the country, the OTT platform has joined forces with Grameenphone, the largest telecom services provider in Bangladesh. This partnership promises a strong venture for the nation’s viewers.
Grameenphone (GP) has introduced Lionsgate Play as a part of its extensive portfolio, offering its users access to the rich and diverse content library of the premium streaming platform. Grameenphone, a part of Telenor Group, has over 82 Million subscribers, making it an ideal partner to reach the true heart of Bangladesh. Through this partnership, the users of GP will have access to Lionsgate Play’s exclusive content including billion-dollar franchises like John Wick, The Expendables, The Hunger Games, and SAW, along with premium international content like Operation Fortune, Plane, Shotgun Wedding, The Wolf Of Wall Street, Hitman’s Wife’s Bodyguard, Kill Bill amongst a host of others.
Commenting on the new partnership, Lionsgate Play South Asia vice president Vaibhavi Parikh said, “Our partnership with Grameenphone has marked a pivotal moment in our journey to further fortify our foundation across Southeast Asia. Through this association, we look forward to providing our audience with seamless access to premium content and reaching the hearts and screens of the country. Our endeavour has always been to bring the world closer through entertainment, and we are happy that this collaboration has opened new doors to support the same.”
“OTT Content is constantly gaining traction these days, and Grameenphone’s purpose is to connect our users to what matters the most to them. Keeping that in mind, previously, we enabled users to enjoy content on popular local and international streaming platforms through our data packs; and now we add Lionsgate Play to the list, further broadening our entertainment library with quality content and helping us cater to Hollywood enthusiasts. We are proud to be the first to launch Lionsgate Play in Bangladesh and thus enabling our users to have access to the largest library of content streaming partners available in Bangladesh”, said Solaiman Alam, Chief Digital Officer, Grameenphone.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
