iWorld
Lionsgate Play says ‘play more browse less’
NEW DELHI: Lionsgate Play has launched its campaign ‘Play More Browse Less’ in India with a quirky digital film featuring actors Tiger Shroff and Ananya Panday. The digital film is developed on the insight that millennials spend too much time today trying to find what to watch and the app, with its curated edgy line-up, looks forward to solving this problem.
The integrated campaign will be extended across impact properties on digital and social media.
The film showcases Tiger Shroff pranking Ananya Panday by drawing a moustache on her face while she is sleeping. Seeing herself on a video camera she gets annoyed and tells Tiger to utilise his time better. Tiger says, “Teri tarah browse karne mein time waste nahi karta, Lionsgate Play app hai mere paas (Unlike you, I don’t waste time browsing. I have Lionsgate Play app).”
Lionsgate South Asia and Networks – emerging markets Asia MD Rohit Jain commented, “Our app launch has received a phenomenal response from Indian viewers. We have been offering curated content from all across the globe to our viewers. We extensively emphasise on edgy content that is easily accessible on our savvy interface. Today the consumer has a plethora of choices but is always struggling as to what to watch next. We have launched our brand campaign basis this insight and bring a promise to our consumer to Play More Browse Less. We are very excited to rope in Tiger Shroff and Ananya Panday and feel they are the right talent to introduce Indian audiences to shows like Normal People, Manhunt: Deadly games, Romulus and No Man’s Land to name a few.”
Tiger Shroff said, “I am really excited to partner with Lionsgate Play, have loved some of the global movies and shows they have made. Very happy to be a part of their India chapter.”
Ananya Panday said, “Normal People is one of the shows that I have been waiting for a while and I am really excited it's finally on Lionsgate Play in India. I am really happy to share some of my favourite shows and movies from my watchlist on Lionsgate Play. Really excited to partner with Lionsgate Play."
iWorld
MS Dhoni invests in Kuku, joins Kuku TV as brand ambassador
Cricket icon backs AI storytelling platform, fronts Kuku TV campaign
MUMBAI: MS Dhoni has invested in Kuku and joined its short-form drama app Kuku TV as brand ambassador, signalling a high-profile bet on India’s fast-growing AI-led content space.
Kuku, a mobile-first storytelling platform, operates across formats with apps such as Kuku TV for micro-dramas, Kuku FM for audio content and Guru for learning-led entertainment. Founded in 2018, the company has scaled rapidly, crossing 350 million installs and building a catalogue of over 20,000 titles across multiple Indian languages.
Dhoni said his decision to invest and partner with the platform was driven by its distinct approach to storytelling and its strong growth trajectory. MS Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Founded by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform positions itself at the intersection of technology and storytelling, using AI to create and distribute bite-sized content tailored to mobile audiences.
Sharing his perspective, Kuku co-founder and CEO Lal Chand Bisu said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Adding to this, Kuku co-founder and COO Vinod Kumar Meena said, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Further, Kuku co-founder and CTO Vikas Goyal said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Backing the momentum, Panthera Peak Capital managing director Nikhil Bhandarkar said, “Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
To mark the association, Kuku TV has rolled out the campaign Dhoni Watches Kuku TV, anchored by a brand film that plays on Dhoni’s instinctive decision-making. Built around short, engaging stories delivered in minutes, the campaign highlights the platform’s promise of quick, compelling entertainment.
With Dhoni stepping in as both investor and face of the brand, Kuku appears to be doubling down on its ambition to take AI-driven storytelling from India to a global audience, one short story at a time.
