iWorld
Eros Now joins hands with RCB for IPL debut
MUMBAI: Eros Now has made its debut in IPL 11 as the title sponsor of Virat Kohli-led Royal Challengers Bangalore (RCB). The digital venture of Eros International is the first over-the-top (OTT) platform to become the lead sponsor of a league team in the world’s premier T20 event. Though there is a speculation that the deal is worth Rs 54 crore, the company declined to comment on the number.
Speaking to Indiantelevision.com, Eros Now COO Ali Hussein said that the deal with RCB was a media brand association, entailing the meeting of sports and entertainment meet via T20.
“The innovation with RCB is a perfect mélange of sports and entertainment and enables our endeavour to connect with our youth and offer a consumer experience bringing stars from the cricketing and Bollywood world together. By integrating with RCB and T20, Eros Now is investing in other entertainment vehicles to share our vision and passion of presenting the best in entertainment. RCB have garnered tremendous support and confidence in their partners and fans and we wish the team good luck this season, ” said Eros Digital CEO Rishika Lulla Singh.
For Eros Now, the deal brings together the synergies entertainment and sports thanks to the snacky nature of the T20 format.
Eros Now has replaced mobile handset brand Gionee, a brand that was associated with the team in 2017 IPL. Last year, Gionee was the first brand ever to sponsor front jerseys of two IPL teams—Kolkata Knight Riders and the Rajasthan Royals—in the same edition. But the company has decided to stay away for this year’s edition of IPL.
“We are delighted to have a leading entertainment entity like Eros Now on board as RCB’s title sponsor. Entertainment and cricket have always been India’s biggest passion points and the synergy that this partnership will create is definitely going to up the excitement quotient among fans and viewers,” RCB chairman Amrit Thomas said.
Also Read:
HP is RCB’s new principal sponsor
Mumbai Indians gets Goibibo as principal sponsor for IPL 2018
iWorld
Cineflicks set to enter India’s OTT market with community-first focus
New platform aims to blend streaming content with interactive viewing experiences
MUMBAI: A new player is gearing up to join India’s crowded streaming arena, with Cineflicks preparing to launch as a community-driven OTT platform aimed at redefining how audiences engage with digital entertainment.
The platform plans to offer a mix of movies, series and digital content, while placing equal emphasis on building an interactive ecosystem where viewers can connect, share and participate beyond passive viewing.
India’s OTT market has seen explosive growth over the past decade, fuelled by rising smartphone penetration and affordable internet access. As streaming becomes the default mode of content consumption, new entrants are increasingly looking to differentiate themselves not just through content libraries but through user experience.
Cineflicks appears to be positioning itself within this next phase of evolution. Instead of focusing solely on scale, the platform is aiming to create a space where audiences can engage more deeply with the content they watch, turning entertainment into a shared experience rather than a solo activity.
While details around its content slate remain under wraps, people familiar with the development say the platform is currently building out features and partnerships ahead of a phased rollout. The broader strategy suggests a blend of content discovery, community interaction and digital participation.
The timing is notable. With global and regional streaming platforms competing intensely for attention, the emphasis is slowly shifting towards engagement and retention rather than just acquisition. Platforms that can foster stronger audience connections may have an edge in this evolving landscape.
Cineflicks’ entry reflects the continued expansion of India’s digital entertainment ecosystem, where innovation is increasingly being driven by how content is experienced, not just what is offered.
As the platform moves closer to launch, the real test will be whether it can translate its community-first pitch into a compelling, everyday habit for viewers.
