MAM
HiPi unveils digital campaign ‘HPL Roast’
KOLKATA: Short video platform HiPi has unveiled its latest digital campaign ‘HPL Roast’ for HiPi Premier League, its first ever IP since its beta launch in August 2020.
In a bid to capitalize on the ongoing cricket frenzy, 'HPL Roast' comprises a set of four short films created to promote the video creation platform, which is in-built into the Zee5 app. The films feature witty banter in four different scenarios where cricket fans are either at loggerheads with each other or are battling it out with non-enthusiasts.
HiPi Premier League offers users a chance to enjoy the second screen experience during the cricket season. Captained by celebrities and influencers like Sugandha Mishra, Sanket Bhosle, Gaurav Gera, Ssumier Pasricha, and others, HiPi Premier League features eight teams who are tasked with creating fun short videos to entertain audiences. The eight competing teams – Bangalore Badshahs, Chennai Swaggers, Delhi Dhoomers, Hyderabad Hippers, Kolkata Khiladis, Mumbai Mastis, Punjab Putters, and Rajasthan Rockstars – have been formed keeping the ongoing cricket tournament and regions in mind. While viewers can stay entertained by watching these videos, creators can participate in fun challenges and win exciting prizes.
Zee5 India AVOD head & SVP Manish Kalra said, “With HiPi Premier League, we aim to cash in on India’s immense love for cricket and entertainment. And with these HPL Roast films, we aim to inform people about HiPi’s strongest USP – that it is home to a diverse set of engaging content which will appeal to a varied cross-section of tastes.”
Kalra went on to add, “HiPi is a perfect platform for content consumers and creators alike. Since the beta launch of HiPi on Zee5, we’ve garnered an unprecedented 21 million news user installs, with 43 million existing Zee5 users upgrading to HiPi. We have already roped in 400+ influencers onto HiPi, 70+ Zee TV celebrities, and aim to add 100+ by the end of this year.”
Brands
Govt moves 16.68 lakh email IDs to Zoho cloud platform, spends Rs 180 crore
Rs 180 crore spend backs push for secure, sovereign email system
NEW DELHI: The government has migrated around 16.68 lakh official email accounts to a cloud platform operated by Zoho, with total spending touching Rs 180.10 crore so far, Parliament was informed.
The update was shared by the Ministry of Electronics and Information Technology in the Lok Sabha on April 1, highlighting a steady expansion of the Centre’s push towards a secure, homegrown digital infrastructure.
The migration has been carried out by the National Informatics Centre, which appointed Zoho as the master system integrator following a competitive bidding process on the Government e-Marketplace. The selection included a proof of concept phase involving shortlisted vendors and government users.
At its core, the initiative is aimed at creating a secure and sovereign email ecosystem for ministries and departments, with the government retaining full ownership of data and intellectual property. The shift also reflects a broader push to reduce reliance on global platforms for critical communication infrastructure.
Costs are tied to usage. The government pays between Rs 170 and Rs 300 per account per month, depending on storage capacity, which ranges from 30 GB to 100 GB. Billing is based on the number of active accounts migrated to the system.
The latest numbers mark a significant jump from December, when about 12.68 lakh accounts had been moved, including 7.45 lakh belonging to central government employees. The pace of migration suggests an accelerated rollout across departments in recent months.
With millions of accounts already onboarded, the project signals a clear shift towards digital sovereignty in official communications. As adoption deepens, the focus will likely turn to performance, scalability and user experience, ensuring that security does not come at the cost of efficiency.
