iWorld
IPL ’21: MPL accelerates ‘Hai Akal Khelo MPL’ campaign with new ad spot
Mumbai: E-sports platform Mobile Premier League (MPL) is back with its IPL campaign Hai Akal Khelo MPL with a series of new digital films titled ‘Mind Blowing’.
The new films attempt to highlight the ‘mind-blowing opportunities’ one can avail on MPL during this cricket season in an entertaining manner by featuring the human brain as a protagonist.
According to the brand, the central thought is that anyone with a brain or ‘Akal’ (intellect) can create a winning fantasy team on MPL with their knowledge of cricket. Users can avail an exclusive season pass at just Rs 99, which will let them play unlimited Fantasy Cricket contests on the app throughout the T20 cricket season. The contests will run over the next one month with rewards worth Rs 10 crores every single match.
There are a total of three digital films in the campaign, of which two are already live.
MPL will also continue to promote films that it had launched in the first phase of the tournament on TV and digital mediums. These are based on the age-old Hindi language sayings ‘Akal badi ya bhains’, ‘Akal ke dushman’, and ‘Dimaag ghaas charne gaya hai’. MPL had roped in veteran actor Vijay Raaz for the films’ voice-overs.
The digital films were conceptualised, produced, and executed by Footloose Films, a media production company.
The brand has also introduced a Fantasy Assistant feature on its MPL Pro app providing tips to users on a range of factors like pitch and bowling type, past performance, and past records of teams and players as well as prediction of the best 11 players to pick. It has also partnered with former Indian national team player Deep Dasgupta for a series called Fantasy Deep Dive, wherein he will participate in live sessions and share his knowledge and recommendations with users during IPL 2021 as well as the upcoming T20 season.
To continue the fervour on social media and engage with fans, MPL has launched an AR filter, Guess the Muhavra, on Instagram. Similar to last year’s edition, it will also organise virtual meet and greet events between fans and players.
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.
