iWorld
Eros Now boosts content slate, announces 46 new titles for 2021
MUMBAI: Eros Now is going big with its content strategy for 2021, in the form of 46 new titles, including 33 film premieres and 13 original series, planned for launch in the coming year. With this strategic announcement, which featured Bollywood stars Ayushmann Khurrana and Kartik Aaryan, the company hopes to engage with its existing global audience and cater to the growing consumer demand for fresh and entertaining online video content.
The comprehensive and diverse content slate, promoted through the campaign – #KahaaniHarRangKi, is based on insights derived from Eros Now’s proprietary user data sourced from target audience in the Indian and global diaspora. The promo featuring Ayushmann Khurrana and Kartik Aaryan showcases Eros Now’s commitment to present differentiated yet entertaining content for audiences across markets in India and worldwide.
Regional language content slate will also get a boost with a range of program formats in varied languages such as Malayalam, Gujarati, Marathi, and Hindi, amongst others. These 33 film premieres and 13 original series will appeal to a diverse audience that is interested in exploring the best of online video streaming. In addition, Eros Now will debut 30 new Quickies and 10 new short films.
In the half-year ended 30 September 2020, Eros Now increased its paid subscriber base by 6.9 million, to a total of 36.2 million. The company is banking on this new content slate to further deepen user engagement and reinforce the platform’s growth.
Ridhima Lulla, chief content officer, Eros Group, said, "We are committed to investing in quality programming that will appeal to the Indian and global diaspora, and this huge content slate adds to Eros Now’s massive entertainment catalogue. India is witnessing significant demand growth driven by the digital shift and the consumer’s desire to watch programming in different formats and in their preferred language. This amazing slate will deepen our connection with the audience and offers entertainment like never before."
The campaign, #KahaaniHarRangKi, will be further promoted through a 360-degree marketing outreach. Eros Now has created videos that will be amplified across digital and social media platforms. Additionally, the OTT platform has recruited several influencers to strengthen the campaign by reaching out to a vast audience and spreading the joy of entertainment to Indian as well as global audiences that enjoy diverse South Asian content.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
