iWorld
ALTBalaji introduces ‘Tyohar Entertainment Ka’ offer for festive season
MUMBAI: OTT platform ALTBalaji has undergone a diligent expansion over the course of the year. Through clutter-breaking originals spanning genres, it has been entertaining the audiences in geographies and age-groups. Ahead of the festive season, the digital platform is now launching a consumer brand campaign called ‘Tyohar Entertainment Ka’. Under this campaign, ALTBalaji is introducing special offers for users across Delhi NCR and Pune from 21 December 2018 to 3 January 2019.
With an eclectic library of original content, ALTBalaji has witnessed threefold increase in direct subscribers. ALTBalaji is constantly experimenting with content across genres like thriller, comedy, mystery, dark humour and romance drama by associating with the best talent from the industry. Shows like The Test Case sparked off discussions on women empowerment and their role in Indian armed forces. Through Gandii Baat- a show on urban sensual love stories, Baby Come Naa, a rib -tickling comedy and The Great Indian Dysfunctional Family, a dark comedy, the platform has proven its diversity. Its family drama HOME won accolades at various award ceremonies and was loved by the audience and media alike. Adding to this line-up has been is its recently released thriller Apharan that has been a runaway success and has kept the audiences hooked.
‘Tyohar Entertainment Ka’ is a 14-day campaign that will be open for audiences from the regions of Pune and Delhi NCR. The contest encourages audiences to download an annual subscription pack which is available only for Rs 300. The participant must then answer a simple question on the contest page. Each day, ALTBalaji will pick lucky winners and gratify them. Every day, 151 lucky winners receive Book My Show vouchers worth Rs 250 each; while one mega winner will go on to win an all-exclusive premium gold gift card worth Rs 10,000.
On this initiative ALTBalaji SVP & head marketing Divya Dixit said, “ALTBalaji is a leader in creation of clutter breaking content and has the finger on the pulse of the Indian audience. Through this initiative, we intend to re-engage with our existing consumers as well as offer an opportunity to new subscribers. “Tyohar Entertainment Ka” sets the tone to celebrate our vast content library that caters to all age groups, across genres and gives our users another reason to participate and win gratification.”
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.
