iWorld
ShemarooMe splits the screen, not the attention
MUMBAI: Looks like binge-watchers can finally give their thumbs a rest. ShemarooMe has rolled out an industry-first Split UI, a smart new feature that puts personalisation front and centre, cutting through the OTT clutter to deliver exactly what viewers want, without the endless scroll.
With India’s OTT world bursting at the seams, users often find themselves lost in a maze of options. Split UI changes that by letting viewers begin their journey with their favourite genre. The app’s entire interface, navigation, and content suggestions then adapt to that choice, creating a smoother, more focused entertainment experience.
Since its launch across Android and Ios, over 76 per cent of ShemarooMe users have already switched to the new interface, a sign that audiences are ready for cleaner, smarter streaming.
“OTT fatigue is real. Users don’t want to scroll endlessly, they want to watch,” said Shemaroo Entertainment Ltd. COO – digital Business Saurabh Srivastava. “With Split UI, we’ve made choice effortless and content discovery truly personal. The response so far shows it’s hitting the right note.”
ShemarooMe is the first platform in India to introduce such deep interface-level segmentation, going beyond simple recommendation algorithms to redefine how audiences interact with OTT.
The feature will soon expand to Android TV and other connected platforms, because when it comes to streaming, ShemarooMe clearly believes less browsing, more watching is the real showstopper.
iWorld
Print perfect OTTplay bowls a culture driven campaign
From penguins to passion the brand turns India Pakistan into print powered moment marketing.
MUMBAI: When cricket fever meets front-page ink, sparks are bound to fly. And as the latest India–Pakistan clash gripped the nation, OTTplay decided not just to ride the wave but to print it in bold.
In a move that blends real-time agility with old-school authority, OTTplay rolled out a specially curated print campaign amplified by the century-old legacy of the Hindustan Times network. The strategy is simple but sharp: take the speed of pop culture, anchor it in the credibility of print, and make a sporting spectacle feel even larger than life.
The campaign kicked off during the T20 build-up with a creative inspired by the viral “Penguin” moment that flooded social media timelines. Instead of letting the meme melt away, OTTplay spun it into a witty cricket hook, tying internet chatter directly to the anticipation around the high-voltage fixture. It was playful, timely and unmistakably plugged into the cultural pulse.
Then came the dramatic “U-turn” in the narrative around the India–Pakistan match. OTTplay responded in near real time, crafting a clever print execution that mirrored the emotional swing fans experienced. In doing so, the brand demonstrated that even a medium often seen as static can move at the speed of culture when the thinking is sharp enough.
With Valentine’s Day in sight, the narrative pivoted once again. This time, OTTplay reframed the rivalry through the lens of love and passion, turning cricket’s most intense contest into a metaphor for romance, intensity and emotional investment. The result is a campaign that speaks not only to die-hard cricket followers but to anyone who understands that some rivalries are just another form of love.
OTTplay co-founder and CEO Avinash Mudaliar summed it up succinctly, saying that the India–Pakistan match “isn’t just a game, it’s an emotion,” and that the campaign is about tapping into that emotion in real time. By leveraging the reach and trust of Hindustan Times, he noted, OTTplay has brought moment marketing into a space often perceived as static, turning print into a high-impact storytelling vehicle that marries credibility with cultural immediacy.
The medium choice is as telling as the message. In an era dominated by scrolls and swipes, OTTplay’s use of a 100-year-old print platform signals a deliberate blend of tradition and trend. The creatives are not just ads; they are front-page conversations, designed to stop readers mid-sip and mid-scroll.
As anticipation builds around the marquee showdown, OTTplay’s message is clear: don’t just watch the moment unfold, stream it. As India’s leading OTT aggregator, the platform offers access to more than 30 OTT services, including JioHotstar, Zee5, SonyLiv, Lionsgate Play and Aha, positioning itself as the gateway to the big game and the bigger story around it.
In a season where every ball counts and every headline matters, OTTplay has managed to do both bowl fast in culture and land squarely on the front page.
