iWorld
TVF: From Roommates to Inmates
MUMBAI: After the success of The Viral Fever’s Permanent Roommates series, the web content producer is back at it with a new plot in TVF Inmates. Three boys and two girls with outrageous personalities share a house in Mumbai.
The five episodes series is a comic representation of the lifestyle of urban millennials who stick together despite hell breaking loose. It was launched on 13 October.
Talking about the refreshing content AVP content strategy Shreyansh Pandey said, “Lights, Camera.. Experiment!’ has always been the motto behind the story-telling at TVF. With TVF Inmates, we wanted to bring alive the phase of friends living together. It is a process wherein strangers become friends and become a very important part and parcel of our personal lives.”
Talking about partnering with TVF, Midas Care director Shivangi Gupta said, “Spraymintt as a brand offers a very innovative product. Right from the medium of delivery – a mouth freshener spray can, to the product itself – over eight flavors that make you kiss ready in just one sec! So who better to collaborate with than the forever innovating TVF. It took me just one second to decide on backing TVF Inmates.”
The main characters in the series are played by Raghav Kakkar, Ashish Verma, Akansha Thakur, Mukti Mohan and Kashyap Kapoor.
TVF Inmates is set in a 21st century Mumbai apartment, a group of friends, who fight, bicker yet support each other. Each day is a new story as these friends maneuver in a way that brings out their best and the occasional worst.
The series is based on five different personalities: Rahul (played by Raghav Kakkar), who is a rich Delhi boy with a heart of gold and the acting talent of a laughing gas cylinder, Madhav (played by Ashish Verma), is a corporate hotshot with zero history of proximity with women, Richa (played by Akansha Thakur), a casting director who is just living her life one step at a time, Kay (played by Mukti Mohan who makes her web-series debut), a wannabe DJ who is fed up of Goa and her half-brother Fooga (played by Kashyap Kapoor), whose search for his long-lost gangster father is going nowhere. Their problems are modern, their reactions Indian.
The story of TVF Inmates has been written by Raghav Raj Kakker & Kashyap Kapoor, directed by Yazad Anklesaria and developed by Shreyansh Pandey.
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.
