iWorld
Five exciting mass OTT platforms to keep you hooked
Mumbai: Indian content consumption patterns cannot be summarised via a single demographic and this diversity of languages and entertainment preferences is now reflected in the number of pre-existing and emerging OTT platforms.
The OTT industry is flourishing and is today taking into consideration, not just language preferences but also a growing demand for varied, immersive experiences.
Here is our pick of a few mass and value-for-money platforms that are constantly innovating to keep their audiences hooked.
MX Player: MX Player, hitherto known as a video player, was launched in 2019, as an OTT platform with original programming and also has licensed content from many studios including Sonar Entertainment, Screen Media Films, Goldmine, Hungama, Shemaroo, Paramount Pictures, Sony Entertainment, Sun TV Network and more. Initially launched only in India, MX Player became available in international markets, including the United States, United Kingdom, Australia, New Zealand, Pakistan, Bangladesh, and Nepal in March 2020. With over 150,000 hours of content in multiple languages, it is a treasure trove of films, TV, and web shows, as well as music videos and a lot more. MX Player is available for 299/- for a quarter and 499/- for the annual plan.
iTAP: iTAP is the new kid on the block yet a unique India-born cutting-edge, interactive entertainment-led OTT and gaming platform focused at young India. Presently more than half a million iTAP users are consuming over 18,000 hours of content, short-form videos, mobisodes, and fun interactive games on the platform. Its offerings have especially won over consumers between 13 to 25 years of users from tier two and tier three markets in India. What keeps the users engaged is the unique selling point of iTAP where the user can win iCOINS by answering simple quiz questions or by playing fun games or watching their video content. These virtual tokens, awarded into an individual’s iTAP wallet can be traded for cash, premium content, shopping, and discount vouchers. With an easy and affordable subscription model, iTAP is available only at Rs 99/year (i.e. 27 paisa/day) it can be downloaded from the Play Store (Android) and IOS (iphone) or accessed directly on the web; soon launching on Jio network as well.
ALTT: Balaji Telefilms forayed into the B2C entertainment category with the launch of ALTT in 2017. This Indian multi-device subscription-based video-on-demand platform is one of the most affordable OTT platforms in the country. It provides a diverse selection of original episodes, movies, and web series across various genres such as drama, comedy, romance, and horror, and also provides exclusive stories that are unique and original. The content delivers premium, high-quality shows featuring famous personalities, acclaimed writers, and award-winning filmmakers. It has produced more than 100 episodes in various languages like Hindi, Tamil, Telugu, Bengali, and counting. The user-friendly design, simple interface, and reasonable membership levels guarantee a seamless user experience. ALTT is available on both Android and iOS devices and can be accessed via a website or mobile app for a subscription price of 300/- per annum or 100/- for 2 months.
VOOT: Voot offers over 40,000 hours of content that includes multi-genre shows, originals, films, web series, and reality TV and also provides access to Colours (Hindi), MTV, Viacom18 Motion Pictures, Colours Kannada, Colours Marathi, Colours Bangla, Colours Super and Colours Gujarati. Its massive popularity owes itself to its user-friendly interface and the variety of its original and licensed content in a variety of languages, including Kannada, Marathi, Bengali, Gujarati, Odia, Telugu, and Tamil. Owned by Viacom18 and launched in March 2016, this is an advertising-led video-on-demand platform and is available as an app for iOS, KaiOS (JioPhone), and Android users, and as a website for desktop consumption. Voot is available via multiple plans, the most visible being 599/- per year.
ShemarooMe: A one-stop shop for authentic Indian content is ShemarooMe. Everyone in your family will find something to enjoy with access to over 6600 titles in a variety of genres and languages, including regional content (Gujarati, Punjabi, Marathi, etc.), bollywood (classic & premiere), devotional content, and other genres like kids. It is currently available on Android phones, iPhones, the Web, Amazon Firestick TV, Apple TV, Android TV, Samsung TV, MI TV, LG Smart TV, Cloudwalker, and Roku TV. The service follows a freemium business model. Some of the content will be available for users to stream for free, and the rest shall require a subscription to be accessed at 999/- per year
e-commerce
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
