iWorld
For ‘Bhai’ fans & others, here’s what not to miss on OTT this week
KERALA: As more and more people remain in the safety of their homes due to the pandemic raging outside, OTT platforms like Netflix, Disney+Hotstar, Amazon Prime Video, and Zee5 are providing ample doses of entertainment to keep the audience stress-free.
Indiantelevision.com presents you with the list of five most-anticipated movies that will be screened on OTT platforms this week.
Radhe (Zee5 and Zee Plex)
Salman Khan’s Radhe, directed by Prabhu Deva, is one of the most anticipated movies of the year. After postponing its release multiple times, the makers have now decided to release the film simultaneously in theatres and on Zee5 and Zee Plex as a pay-per-view on 13 May.
Radhe is the first Indian movie to have a hybrid release, and it is still unclear how audiences will welcome this new strategy, as partial lockdowns have been imposed in several states and PVoD is yet to find many takers in India.
A high-voltage action thriller, Radhe will see Salman Khan playing the role of a daredevil cop on a mission to stamp out drug cartels. The film is produced by Salman Khan, Sohail Khan, and Atul Agnihotri and also stars Disha Patani, Randeep Hooda, and Jackie Shroff in pivotal roles.
The Woman in the Window (Netflix)
Directed by acclaimed filmmaker Joe Wright, The Woman in the Window will arrive on Netflix India 14 May. The film is a psychological thriller and has a power-packed ensemble cast comprising Amy Adams, Gary Oldman, Anthony Mackie, Fred Hechinger, Wyatt Russell, Brian Tyree Henry, Jennifer Jason Leigh, and Julianne Moor.
The film revolves around Dr Anna Fox (Amy Adams), an agoraphobic psychologist who befriends a neighbour across the street. However, things take an unexpected turn in her life when the neighbour disappears.
The Underground Railroad (Amazon Prime Video)
Historical drama series The Underground Railroad will premiere on Amazon Prime Video 14 May. The series has at its centre a young woman who escapes from a Georgia plantation, and boards a train seeking freedom. However, things take a turn when she gets hunted by a dreaded slave catcher.
Directed by Barry Jenkins, the series stars Thuso Mbedu, Chase W Dillon, Aaron Pierre, and Joel Edgerton in the lead roles. The Underground Railroad is based on the novel of the same name by Colson Whitehead.
High School Musical: The Series season 2 (Disney+ Hotstar)
Disney+Hotstar has confirmed that the second season of High School Musical: The Series will drop on 14 May. The second season will portray the story of East High Leopards as they prepare to perform Beauty and the Beast as their spring musical, and face off against rival school North High.
High School Musical: The Series season 2 will have Olivia Rodrigo, Joshua Bassett, Matt Cornett, Sofia Wylie, Larry Sapperstein, Julia Lester, Dara Renée, Frankie Rodriguez, and Kate Reinders in the lead roles.
Unfriended (Netflix)
Unfriended will begin streaming on Netflix 16 May. The film was originally released in 2014 and due to repeated requests, the OTT platform has decided to bring back the movie again on their platform.
The movie revolves around the life of six teenagers who get a shock of their lives when they receive a message from their deceased friend during a video chat. Directed by Levan Gabriadze, this film stars Shelley Hennig, Moses Storm, Renee Olstead, Will Peltz, Jacob Wysocki, and Courtney Halverson.
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.
