iWorld
The all-in-one Punjabi entertainment platform, PTC Play is now on Tata Play Binge
Mumbai: Capturing the rich cultural heritage of Punjabi entertainment, Tata Play Binge today added the leading Punjabi OTT platform, PTC Play, to its offerings. PTC Play, a part of PTC Network, offers viewers entertainment on the move with complete integrated entertainment options on both, on-demand and Live TV.
PTC Play is your one-stop-entertainment for everything related to Punjab, Punjabi, and Punjabiyat. With this partnership, Tata Play Binge users in India will have unlimited access to Live TV Channels, Punjabi Movies, Punjabi Web Series, Award Shows, Reality Shows, latest Punjabi Songs, Punjabi Virsa, Punjabi Short Films, Kids Special Content and much more. Moreover, users will also get ‘on-the-go access’ to the Live telecast of Gurbani from Sri Harmandir Sahib, Amritsar, Sri Hemkunt Sahib, and other prominent Gurudwaras in India. PTC Play will also offer 24×7 Live access to all 7 channels of PTC Network and new digital films once every week. Users can also look forward to explosive fiction series like Chausar, Mohre, and Mirza Sahiba Di Hate Story as well as popular reality shows and awards ceremonies like PTC Punjabi Music Awards, PTC Punjabi Films Awards, Punjab, Voice of Punjab, Akhada, Punjab De Superchef, and Miss PTC Punjab, among others.
Commenting on the new partnership, Tata Play’s chief commercial and content officer, Pallavi Puri, said, “With this latest addition, we will be bringing a comprehensive experience of Punjabi entertainment to our viewers who will enjoy unlimited access to the finest Punjabi movies, shows, music, and spiritual content. Welcoming PTC Play to the expanding universe of Tata Play Binge that offers a one-stop solution for everything entertainment.”
Commenting on the tie-up, PTC Network, managing director & president Rabindra Narayan said, “TATA Play Binge will provide us a unique opportunity of reaching out to new audiences across the country. Binge also makes unique and engaging Punjabi web series, shows, news and other high-interest Punjabi content available to millions. We look forward to new viewers and more content consumption through TATA Play Binge and a fruitful relationship with our long-standing content distribution partner, TATA Play.”
PTC Play will join other popular OTT platforms on Tata Play Binge like Apple TV+, Disney+ Hotstar ZEE5, Lionsgate Play, Aha, VROTT, Sun NXT, STAGE, Hallmark Movies Now, FanCode, ReelDrama, Chaupal, Namma Flix, Planet Marathi, manoramaMAX, Fuse+, MX Player iStream, Tarang Plus, Hungama Play, ShemarooMe, Curiosity Stream, EPIC ON, Travelxp, DocuBay, ShortsTV, Playflix, KliKK along with Gaming. Content from all these platforms is available to the viewers of Tata Play Binge through a single subscription and a single user interface. Additionally, Netflix can be availed as a combo pack with DTH channels for all Tata Play DTH subscribers whereas Amazon Prime Video content can be accessed as an add-on by all Tata Play Binge subscribers, who also have a DTH connection. Viewers can enjoy all 29 apps on large-screen connected devices through LG, Samsung and Android smart TVs, Tata Play Binge+ Android Set Top Box, Tata Play edition of the Amazon FireTV Stick and www.TataplayBinge.com.
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.
