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.
e-commerce
Samsung Galaxy S26 series now available for instant delivery on Instamart
AI powered flagship phones start at Rs 87,999 with launch offers up to Rs 9,000.
MUMBAI: In the age of quick commerce, even flagship smartphones are learning to arrive at your doorstep at lightning speed. Instamart has partnered with Samsung to make the newly launched Galaxy S26 series available for instant purchase on the quick commerce platform, expanding the category beyond groceries and daily essentials into premium consumer electronics.
The Galaxy S26 lineup, which includes the S26 Ultra, S26+ and S26, is now available across several major Indian cities including Bangalore, Mumbai, Delhi, Hyderabad, Chennai, Kolkata, Ahmedabad and Pune, among others.
The flagship series introduces several new features, led by what Samsung describes as the world’s first built in Privacy Display on a smartphone, available exclusively on the Galaxy S26 Ultra. The display is designed to enhance privacy while unlocking a new class of screen experiences.
The devices also integrate agentic artificial intelligence designed to quietly manage routine tasks in the background, allowing users to focus on more meaningful interactions with their device.
Positioned as a major step forward in AI powered smartphones, the Galaxy S26 Ultra also introduces enhancements in areas such as nightography photography and Photo Assist tools, aimed at improving low light imaging and AI driven creative editing.
Through the partnership, Instamart is extending its quick commerce proposition to high value electronics, allowing customers to order the Galaxy S26 series and receive it almost instantly once sales go live.
The Galaxy S26 series will be available starting at Rs 87,999. As part of the launch offers on Instamart, customers can avail an instant discount of up to Rs 9,000 using an HDFC Bank credit card. Buyers can also opt for No Cost EMI options for up to 9 months.
The move reflects the growing overlap between quick commerce and consumer electronics, as platforms race to deliver not just groceries but also premium technology products with the same promise of speed and convenience.
