Brands
MobiKwik partners with EPIC for Diwali Dhamaka offer
MUMBAI: Festivals are the perfect time to indulge as well as make investments. To add to the many options available this festive season, MobiKwik, India’s leading financial services platform has partnered with EPIC On, a leading premium video-on-demand platform by EPIC channel – India Ka Apna Infotainment, for an exclusive ‘Diwali Dhamaka’ offer. All subscriptions made for EPIC On through MobiKwik will get you 30% Supercash. This limited offer is currently available and valid on Quarterly, Half-yearly, and Annual subscription plans.
According to a PWC report, over the past decade, the video on demand (VoD) market has evolved across the world, including India. Advancements in technology and telecom infrastructure have made ‘anything-anytime-anywhere’ a definite and scalable reality for content consumption. With the launch of over-the-top (OTT) services, VoD has been at the forefront of disruption in the media industry. Moreover, this disruption has transformed the value drivers in the entire chain of production, aggregation, and distribution, with consumer reach and satisfaction becoming the holy grail.
A homegrown company, founded in 2009, MobiKwik is focused on becoming the payment platform of choice for the customer of infotainment and OTT platforms. It strives to bring the best possible solutions to its consumer family and the association with EPIC On is just another example of how.
The EPIC On library comprises of high-definition (HD) content across genres – with select shows in Hindi, English, and Tamil – along with the short format content, and video books by renowned author like Devdutt Pattanaik. EPIC On users can also catch up on the latest episodes of their favorite shows like the EPIC India Quiz Challenge, Lost Recipes Season 2 and more on the app. The EPIC On app is available across multiple devices like App Store, Play Store, Fire TV Stick, Android TV, Apple TV, and Xiaomi’s MI TV
The union between these two brands promises to bring to masses an eclectic mix of non-fiction content that aspires to help the younger generation imbibe the diversity of India. EPIC On’s partnership with MobiKwik is the best example of how homegrown organizations today are helping build each other up.
Commenting on the association, MobiKwik founder & CEO Bipin Preet Singh said, “Our intention of partnering with a video-on-demand platform is to provide a large number of our users, access to premium on-demand content at attractive price points. We have observed the success of OTT platforms over the last few years and to invest in the segment was just a natural progression for our brand. We understand the shift in customer choices and content consumption behavior. EPIC On was the best choice for us as the platform has curated some unique shows for its consumers. EPIC On boasts of diverse content across genres and makes the dissemination of interactive & engaging. Users instantly connect with the shows and enjoy watching them with their families. EPIC On is a truly enriching experience and this festive season, I am certain our customers will appreciate this offering on our platform.”
Commenting on the partnership EPIC On AVP-product & strategy Adita Jain said, “At EPIC On we constantly aspire to find innovative ways to engage with newer audiences. This Diwali, EPIC On’s association with MobiKwik will help us do just that. By partnering with such a leading platform, we are reaching out to make the MobiKwik consumer family a part of the EPIC on Family as well. The consumers can look forward to their holidays being full of cheer and entertainment with a host of fresh original content offerings coming their way."
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
