iWorld
Eros Now announces partnership with Fetch TV; expands in Australia
Mumbai: South Asian OTT platform Eros Now owned by Eros Media World (a global entertainment company) on has announced that Eros Now has expanded its presence in Australia through a partnership with the leading Australian content aggregation platform Fetch TV. Fetch viewers will now have access to Eros Now’s rich content library across multiple languages & genres.
The collaboration is in line with Eros Now’s strategy to focus on growing direct-to-consumer relationships while strengthening and expanding key distribution partnerships. This new distribution partnership with Fetch TV provides over 6,30,000 active Fetch subscribers with access to Eros Now’s rich content of over 12,000 Indian movies, originals, music, short-form content, and more across several languages and genres.
Eros Now CEO Ali Hussein said, “Streaming platforms are gaining popularity worldwide and have emerged as a key driver for multilingual content across a wider audience segment. Fetch TV has been a leading aggregator of streaming services and other entertainment content in the Australian market for over 10 years. This collaboration will certainly help us enhance our horizons in terms of international audience and their preferences, and further strengthen our offering.”
India enjoys a strong connection with Australia generated through its shared colonial history, growing Indian diaspora in the region, Bollywood, cricket, and tourism. According to the Australian Bureau of Statistics data, with over two per cent increase, Indians comprise the third largest population base in Australia. Additionally, Australia is among the most popular destinations for Indian students. With a good mix of young, old, and native South Asian population base, demand for Indian content has surged across the continent.
Commenting on the collaboration, Fetch TV chief content and commercial officer Sam Hall said, “We are witnessing a huge demand for streaming services amongst our customers and have observed a shift in demand for multilingual content from traditional linear channels to streaming. We are thrilled to collaborate with a South Asian streaming leader like Eros Now to offer existing and future Fetch subscribers’ access to popular and high-quality South Asian content.”
Fetch combines free-to-air TV channels, catch-up, premium linear channels, streaming apps, and movies all in one place. It offers an intuitive user experience (UX) and universal voice search to make it easy for users to find and view content. First time users of Eros Now will have access to a one month free trial on Fetch, allowing them to enjoy Eros Now’s premium content such as “Ram Leela,” “Go Goa Gone,” “Padmavaat,” “Manmarziyan,” “Tanu Weds Manu Returns,” “Raanjhana” and more.
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e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
