iWorld
Hoichoi to double original content to 100 hours this year
MUMBAI: The over the top (OTT) platform that has been a rage in the eastern part of India has ambitious plans for the coming year. With about 50 hours of original content live on the platform, Hoichoi aims to double that to 100 hours by the end of 2018.
A product of Shree Venkatesh Films (SVF), Hoichoi has 16 original shows (with three in-house productions) and 500 movies thanks to its parent. With 20 years of experience in the media business, SVF was no stranger to the content business when it launched Hoichoi in September 2017. The mandate was simple: give premium and ad-free content in turn for subscription. While other players are jittery when it comes to subscription, Hoichoi co-founder Vishnu Mohta says it has been confident of an SVOD model in the niche Bengali market.
Mohta says that out of the three plans of Rs 399 for 12 months, Rs 249 for six months and Rs 149 for three, the six-month plan is the opted for the least. As long as people continue to pick the annual plan, the lack of uptake for the middle one doesn’t bother.
The first six months were dedicated entirely to brand awareness. Heavy marketing has been kept for later. However, Mohta believes that word of mouth will be a way to attract new customers. “We still believe very strongly that people, who want to watch content of this sort, will largely be driven by referrals. I think that drives a lot more business than pure marketing. We don’t do marketing on large scale. Our focus is largely on awareness,” he says. Last year’s #HoyeJak campaign was called a success and soon another campaign is on the anvil.
Using feedback, Hoichoi keeps updating its library and recently added an audio-streaming option too. Despite having originals, Mohta thinks that the power to acquire customers lies in the movie section since West Bengal has an active movie market.
“Movies make your decision easier when you subscribe because they come in handy on a Sunday afternoon. Originals are about impulse, someone can see a trailer or may be told by a friend about a show. However, we made a promise to our consumers that we would continue with our originals,” he adds.
Among recent originals, Japani Toy was launched on 12 May. Another original Dupur Thakurpo which got great traction across Bengal, will see its second season launch on 26 May. Another show Shei Je Holud Pakhi, starring famous faces from the Bengali film industry Saswata Chatterjee and Tridha Choudhury will be launched sometime in June.
Hoichoi sees a potential market outside the state in Delhi, Mumbai, Bangalore and Agartala. Even the Indian diaspora markets of the US, UK and Middle East and even Bangladesh are large pockets offering good opportunities to leverage. For exploring the Bangladeshi market more, Hoichoi will provide payment options in local currency in the next one or two months. It has also bundled up one Bangladeshi show shot there and directed by a local name. The show Dhaka Metro will be followed by at least two more in 2018 itself.
Being in an industry which is backed by partnerships, Hoichoi is dependent on Viulift since its launch for tech support. To provide customers a seamless experience, Hoichoi depends on Amazon Cloudfront as CDN partner. It is in talks with many telcos both in India and Bangladesh too.
Customers are demanding more features, especially from second seasons, and this has thrown challenges for Hoichoi. But it looks like the plan for 2018 is a done deal.
iWorld
Prime Video drops trailer for Lukkhe, a rap crime drama starring KING in his acting debut
Eight episodes of revenge, redemption and hard-hitting rap arrive on the streaming platform on 8th May
MUMBAI: Prime Video has unveiled the trailer for Lukkhe, an eight-episode musical action drama built around the world of rap, crime and bruised relationships — and it has done so in suitably loud fashion, launching it at a live concert in Mumbai featuring electrifying performances by KING, Amira Gill, Akshath, Raashii Khanna, Ruaa Kayy and RUTVXK. As if that were not enough, the show’s music album was also dropped at the event, in collaboration with exclusive music streaming partner Amazon Music and music label Warner Music India.
The series is directed by Himank Gaur and produced by Vipul D. Shah and Rajesh Bahl under the banners of Optimystix Entertainment and White Guerrilla LLP. It is created and executive produced by Agrim Joshi and Debojit Das Purkayastha.
The cast is the talking point. KING, the acclaimed Indian rapper and songwriter, makes his acting debut as MC Badnaam, a performer consumed by rivalry and hunger for recognition. Raashii Khanna, returning to Prime Video after Farzi, plays Gurbani. Palak Tiwari, making her streaming debut, plays Sanober. Lakshvir Singh Saran plays Lucky. The ensemble also includes Nakul Roshan Sahdev, Kritika Bharadwaj, Shivankit Parihar, Yograj Singh and Ayesha Raza Mishra in pivotal roles.
The trailer plants its flag squarely in the tension between MC Badnaam and his rival MC OG, played by Parihar, while threading in the love story between Lucky and Sanober. The soundtrack, which spans hard-hitting rap anthems to emotionally charged melodies, is as much a character in the show as any of its leads.
Gaur was candid about what drew him to the project. “Lukkhe gave me a chance to dive into a world that’s loud, emotional, and constantly on edge,” he said. “What stayed with me was how every character is chasing something personal, and music becomes their way of expressing it. Working with this cast, especially KING in his debut, along with Raashii, Lakshvir, and Palak, was incredibly rewarding because they brought honesty that elevated every moment.”
Khanna reflected on her character with evident relish. “Playing Gurbani in Lukkhe was a really intense and fulfilling experience,” she said. “What I found most interesting was how her strength comes from something deeply personal, which shapes every decision she makes. It was about finding that balance between vulnerability and grit.”
KING, stepping in front of the camera for the first time, was characteristically direct. “Stepping into Lukkhe as MC Badnaam has been a defining moment for me,” he said. “What drew me in was how real his hunger and need to be heard felt. It’s something I connect with as an artist. Bringing music into his journey made the experience even more personal.”
Tiwari described the role as a first on multiple fronts. “It was my first time working with Prime Video, and the whole experience felt new and creatively satisfying,” she said. “Being part of a story that has both intense and heartfelt moments, along with a team that brought so much honesty to it, made this journey truly memorable.”
Saran, for his part, zeroed in on what made Lucky tick. “Lucky is someone who’s trying to move forward while still carrying the weight of his past, and that push-pull made him really interesting to explore,” he said. “There’s a sincerity to his journey that I hope people connect with.”
Lukkhe premieres on Prime Video in Hindi on 8th May, across India and in more than 240 countries and territories worldwide. In a streaming landscape drowning in crime dramas, this one is betting that putting a rapper at its centre – and meaning it – is enough to cut through the noise. On the evidence of the trailer, it might just be right.
