iWorld
Likee backs PM’s call for social distancing
MUMBAI: Short video platform Likee has taken yet another step towards fulfilling its corporate social responsibility by urging all to comply with Prime Minister Narendra Modi-led Indian government’s call for staying at homes during the lockdown triggered by COVID-19 aka Coronavirus pandemic. The message was also conveyed by the global platform on some of the most reputed TV news channels during PM Modi’s address to the nation formally announcing the lockdown extension.
The platform, home to tens of millions of users from India as well as other countries, has constantly been striving to ensure that its users adhere to social distancing and bolster the worldwide war against the dreaded novel virus. One #LockdownkiHalat hashtag, which is among the top trends on the app, asked all users to share how they are spending time at their homes during the (previously 21 days’) lockdown to save themselves and the society on the whole. The hashtag clocked more than 211 million views. The app also has a dedicated COVID-19 dashboard, furnishing data from different states in India as well as other countries, sourced from the Union Ministry of Health and Family Welfare along with the World Health Organization (WHO).
Taking the stride further, the global app by Singapore-based BIGO Technology Pte Ltd has now asked all to #StayHomeWithLikee. As part of the initiative, Likers have been asked to indulge in creative video making and spend their lockdown time with a positive spirit. Likee influencers including Anushka Sen, who is a popular television actress, too will create and post videos around the theme.
Recently, Likee partnered with Jjust Music and Cape of Good Films to promote #MuskurayegaIndia, which is an attempt by the Bollywood fraternity to spread positivity in these trying times and reassuring that India will smile again. PM Modi himself had taken to microblogging site Twitter to post the music video of the song that starred superstar Akshay Kumar, Ayushmann Khurrana, Kriti Sanon and Ananya Pandey, among others. Actor-producer Jackky Bhagnani and Bollywood singer Palak Muchhal went live on Likee to spread the message among users that everyone needed to stay home and stay safe.
Likee spokesperson Mike Ong said, “Likee is always committed to undertake social responsibility and make a contribution to the local society. With a variety of initiatives to support the efforts of the Indian government, Likee has emerged as a responsible global platform in the wake of the COVID-19 outbreak.”
iWorld
Amazon MX Player launches free micro-drama destination Fatafat
New platform offers serialized short-form stories with Munawar Faruqui campaign.
MUMBAI: Amazon MX Player just made micro-dramas free because the only thing shorter than the episodes is now the price tag (zero). Amazon MX Player has launched Fatafat, India’s first completely free premium micro-drama destination, giving mobile-first audiences access to fast-paced, serialized short-form stories without any paywall. Designed for quick viewing bursts, Fatafat features a growing catalogue of romance, drama, thriller and youth-led narratives in bite-sized episodes that are instantly bingeable. Unlike most micro-drama platforms that charge for access, Fatafat removes the barrier entirely, expanding the format’s reach across India.
The launch is supported by a humorous digital campaign fronted by comedian-actor Munawar Faruqui. The spots playfully highlight how small spends on paid micro-drama apps could be better used elsewhere, positioning Fatafat as the smarter, no-cost choice for engaging entertainment.
Amazon MX Player head Karan Bedi said, “Our vision has always been to make premium entertainment accessible to everyone, free of cost. With Fatafat, we are extending that promise to the rapidly growing micro-drama category quick, engaging and mobile-first while remaining completely free for viewers across India.”
Amazon MX Player head of content Amogh Dusad added, “Micro-dramas open up exciting creative possibilities for storytelling. With Fatafat, we are building a diverse slate of serialized stories across genres while keeping the experience fast, engaging and accessible to viewers everywhere.”
Munawar Faruqui said, “Today’s entertainment landscape is defined by content that is fast, engaging, and instantly accessible. Shooting for the campaign was a thoroughly enjoyable experience, especially as the scenarios felt incredibly authentic and relatable.”
Fatafat will continue to expand its library with several new titles in the coming months. The destination is available to stream for free on the Amazon MX Player mobile app.
In a country where attention spans are shrinking faster than episode lengths, Amazon MX Player isn’t just joining the micro-drama party,it’s throwing the doors wide open and telling everyone the snacks (and stories) are on the house.
