iWorld
TVF’s Tripling Season 2 with Drivezy gears up for launch
MUMBAI: The pioneers of the Indian digital content space, The Viral Fever (TVF) launched the next season of one of its most-loved series – Tripling. Presented by Drivezy as their partner for the journey, in the upcoming season, the show will follow the three siblings – Chandan, Chanchal and Chitvan as they embark on another engaging road-trip. Season 2 of Tripling will be rolled out on 5th April 2019 and will stream on TVFPlay and SonyLIV. SonyLIV is partnering with TVF to launch the much-loved series on its platform which would be available for free viewing. TVF saw massive commercial and critical success with the first season of Tripling, the show is also among the Top 250 shows of all time according to IMDB.
Tripling is directed by Sameer Saxena, the chief content officer and Head – TVF Originals and written by Akarsh Khurana and Sumeet Vyas – who also stars as one of the leads on the show. Alongside Vyas, the stellar star cast includes Maanvi Gagroo, Amol Parashar and Kunal Roy Kapoor. A quirky take on modern family relationships, the three siblings in the show have resonated deeply with the sensibilities of the young audience. Season 2 takes that story further, with a new twist in the tale.
Speaking about the show, Sameer Saxena, Chief Content Officer and Head – TVF Originals said, “We received an overwhelming response for the first season of Tripling and that compelled us to return with the show second time around. Today, Tripling is one of the most memorable series in the digital space that strongly resonates with our audience with strong characters, fun moments in a modern Indian family; we wanted to utilize that aspect and weave into it the core ethos of Drivezy. We took our time to bring out season 2, as we wanted to give the comprehensive approach to the series a serious thought. Along with TVFPlay, Tripling will also be streamed simultaneously on SonyLIV – which is further proof of the strength of Tripling’s impact on youth culture. We are certainly excited and looking forward to take the audience on another riveting journey with the popular trio.”
Commenting on the collaboration, Ashwarya Singh, CEO and Co-Founder – Drivezy said, “We are extremely pleased to be associated with 'The Viral Fever' to kick off our marketing efforts to cover the digital landscape, work with social influencers and promote on the go video experience. Being a travel and transportation platform, we want to enable our customers to move towards consuming content online and on the move. Our customer demographics have varied culture, geographies and languages and TVF is a platform that appeals not only to the urban audiences but to viewers across the nation. Drivezy aims to provide a culturally relevant and truly Indian travel and entertainment platform for the country's evolving digital users who are frequently travelling."
Talking about the association, Amogh Dusad, Head – Content, Partnerships and New Initiatives, Digital, Sony Pictures Networks India said, “With more than 350 Mn online video viewers, these are exciting times for digital video content in India. At Sony LIV, we have ambitious plans to expand our content offerings in the coming months. Partnership with TVF to stream Tripling season 2 on Sony LIV is the first step towards that direction. We intend to work with the best digital content creators in the industry and offer unique & remarkable stories to viewers. Tripling season 1 resonated well with the viewers and I am sure Sony LIV users will enjoy the latest season of Tripling as well.”
Widely recognized for delivering breakthrough branded-content, TVF prides itself on being one of the top choices among brands whose aim is to engage with its TG and share its key message with them in a subtle yet effective manner. As one of the first digital production companies in the country and with 4 of its web series rated in IMDB’s Top 250 shows of all-time list, makes TVF one of the most visited digital platforms in the country.
With this season and the platform’s association with Drivezy, the team seeks to enhance brand-awareness, utilising the platform’s in-depth understanding of the audience’s content consumption patterns and preferences. Right from ideation being in-sync with the brand’s brief to amplification, the digital platform has employed its in-depth insights, extensive research and strong content creation capabilities for the integration. The extent of TVF’s innovative and creative prowess to drive the brand’s message can be gauged by the fact that Drivezy will be launching its services in various cities of the country, at the time the Tripling trio is visiting those regions on the show. The innovative alignment of the branded-content and the on-ground activities of the brand is aimed to strongly drive home the brand’s message.
The multimedia communication will be run on key platforms including Print, OOH, multiplex, digital activation, making this a high-decibel campaign across key metros.
iWorld
Spotify spotlights Premium with AI DJ and Lossless Audio push
Five week campaign highlights personalisation and high fidelity listening.
MUMBAI: Your playlist just got a promotion and it now comes with a DJ who never sleeps. Spotify is turning up the volume on its Premium proposition, rolling out a new campaign that places product features not just music centre stage.
At the heart of the push are two upgrades: AI DJ and Lossless Audio. Rather than pitching them as add-ons, Spotify positions these as the engines quietly reshaping how people listen, moving the experience from passive playback to something far more intuitive and immersive.
The campaign unfolds through two feature-led films rooted in everyday listening moments. One spot leans into AI DJ as a hyper-personalised curator, adapting in real time to mood, taste and listening patterns essentially turning algorithms into something that feels almost human. The other film zooms in on Lossless Audio, emphasising richer, high-fidelity sound that captures nuances often lost in compressed streaming.
It’s a strategic shift in storytelling. Instead of selling access to content, Spotify is selling how that content feels smarter, sharper, and more tailored to the individual listener.
The rollout is equally expansive. The five-week campaign spans digital video, connected TV, audio, out-of-home, social media and in-app integrations, ensuring visibility across both digital and physical touchpoints. The idea is clear: meet users wherever they are, and remind them that Premium is designed to follow.
There’s also a strong regional layer baked in. With integrations across Tamil and Telugu music, Spotify is leaning into India’s linguistic diversity, acknowledging that personalisation in this market is as much cultural as it is technological.
The broader play is hard to miss. In an increasingly crowded streaming landscape, differentiation is no longer just about catalogue size or pricing. It’s about experience. By foregrounding AI-led curation and high-quality audio, Spotify is betting that the next phase of competition will be won not by what users listen to, but how they listen to it.
And if this campaign is anything to go by, the platform is keen to ensure that every tap of the play button feels a little more like a performance.
