iWorld
Hathway to show Netflix content with new STB
MUMBAI: Hathway has taken the step ahead to bridge the gap between TV and OTT by landing a deal with giant Netflix. Consumers will get seamless access to Netflix through the Hathway set top box. While there will be a dedicated Netflix button on the remote of the set top box, Hathway subscribers will be able to pay for Netflix subscription using the Hathway bill.
The introductory price for set top box has been set at Rs 2,999. All existing and new Hathway broadband consumers, who subscribe to Netflix and pay through their Hathway bill for their Netflix subscription, will receive this box for free.
“In this smart and digital era, customers are looking at leading internet entertainment services like Netflix to access high quality, well produced entertainment. The soon-to-be launched Hathway set top box will make watching streaming videos on large screens an incredible experience. The Hathway set top box will be bundled with our high-speed, unlimited fibre-to-home monthly plans,” Hathway MD Rajan Gupta said.
In the changing content scenario, both OTT platforms and internet service providers are getting into deals to expand consumer reach. While for Netflix it is an important deal to reach local consumers, Hathway will also be able to lure customers on the back of the OTT platform’s content library. Moreover, when Jio is gearing up to roll out its fibre to home service, all other existing players have started changing their strategy.
“We’re very excited to partner with Hathway Broadband in India to bring the latest technologies and great stories under one roof. The Hathway set top box will allow Hathway’s customers to use the Netflix button on their remote controls to seamlessly access and enjoy the best entertainment at high speeds,” Netflix Asia business development VP Tony Zameczkowski said.
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.
