iWorld
Likee collaborates with VYRLOriginals to promote Vishal Mishra’s latest single ‘Aaj Bhi’
MUMBAI: Short-video platform Likee has yet again collaborated with VYRL Originals to promote their recently-launched song ‘Aaj Bhi’, which has been sung and composed by Vishal Mishra. The music video of the song stars actors Ali Fazal and Surbhi Jyoti, who have earlier featured in some popular movies, TV serials and streaming originals.
Likers have been invited to shoot creative videos on the song and share the same on the app with #AajBhi. Creators and influencers who share the best videos will be rewarded for the same. As part of the collaboration, Vishal Mishra will also interact with Likers in a live session.
The song is an ode to an unfulfilled love story between Ali Fazal and Surbhi Jyoti. The college-time lovers parted ways and even end up choosing different partners for themselves. But as fate would have it, they meet each other again at a palace hotel.
Likee, which has emerged as the most preferred destination for film and music promotion, had earlier collaborated with VYRL Originals to promote singing sensation Akull’s ‘Laal Chunariya’ song, which revolved around the story of two lovers.
Available in different Indian languages such as Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi, Likee app provides the most extensive and innovative tools to users to create dynamic and engaging videos. Recently, Likee has also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day.
iWorld
Atrangii OTT partners with Amazon MX Player to expand global content reach
Deal brings originals and catalogue to Prime Video, widening audience access
MUMBAI: Atrangii OTT has entered into a strategic content partnership with Amazon MX Player, in a move designed to significantly expand the reach of its content across India and global markets.
As part of the agreement, Atrangii’s existing library along with select upcoming originals will also be made available on Amazon Prime Video, giving the platform access to a far wider audience base.
The partnership positions Amazon MX Player as a key hub for Atrangii’s content slate, which includes titles such as Koi Jaaye Toh Le Aaye, Shiddat, Marham, Khamosh Aahatein, and Kanpuriya. Known for its focus on thrillers, romance and unconventional narratives, Atrangii has been building a niche with bold, genre-driven storytelling.
Atrangii OTT CEO Avinash Dugar said, “We are delighted to partner with Amazon MX Player to bring Atrangii OTT’s storytelling to a much wider audience. This collaboration allows us to scale our creative ambitions while continuing to produce compelling originals.”
The move reflects a broader trend of OTT platforms leveraging partnerships to scale distribution without compromising on content identity. For Atrangii, it offers both visibility and scale, while for Amazon’s platforms, it strengthens content diversity.
With audiences now able to access Atrangii’s catalogue across multiple platforms, the partnership sets the stage for wider discovery and deeper engagement, as competition in the streaming space continues to intensify.
