iWorld
Netflix to set shop in Mumbai, invest in local content
MUMBAI: US California-based video streaming service provider Netflix has plans to establish an office in India aimed at stepping up its game in India, according to a National US-India Chamber of Commerce news release. The India office is expected to be based in Mumbai — the company’s fourth in Asia, after Tokyo, Singapore and Taiwan.
Netflix recently announced that its service will now be available on the DTH platforms of Bharti Airtel and Videocon. It also entered into a carrier billing agreement with Vodafone India.
Also, the streaming service is planning to invest in making new content for the Indian market, and also come up with new payment platforms, the release stated.
The NUICC release, citing Netflix chief executive Reed Hastings, said the Mumbai office will be as big as Tokyo within a few years. Hastings added that India had seen the highest growth among all Asian markets for Netflix’s offering, and targets to be among the top five apps on a consumer’s phone.
Netflix at present has around 94 million users, among which 44 million are outside the US market, according to the NUICC statement.
The expansion move comes when the company is attempting to be the first to eliminate buffering while at the same time working on technology that enables content to stream at speeds of 100 kbps. Such a move could boost the company in markets like India, the world’s fastest growing smartphone market, where network speeds are among the slowest in the world, the NUICC said.
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iWorld
Matka King campaign turns Mumbai into a city of cards
Massive card billboard, buses and shelters recreate 1960s Bombay.
MUMBAI: Mumbai isn’t just shuffling traffic this week, it’s dealing in drama, one card at a time. A high-impact outdoor campaign for Matka King has quite literally taken over the city, transforming everyday streets into a living, breathing throwback to the world of 1960s Bombay. At the centre of the spectacle is a towering billboard near the city’s T1 airport, created by visual artist Rob, assembling hundreds of playing cards into a striking portrait of Brij Bhatti, the infamous Matka King portrayed by Vijay Varma. The installation doesn’t just sit on the skyline; it commands attention, pulling eyes upward in a city otherwise known for looking straight ahead.
But the campaign doesn’t stop at a single visual. The streets themselves have been drafted into the narrative. Vehicles wrapped entirely in vintage playing card designs are cruising through Mumbai, while bus shelters constructed to resemble houses of cards have begun appearing across key locations. The effect is immersive less an advertisement and more a temporary rewriting of the city’s visual language, where modern Mumbai briefly slips into a stylised past.
The campaign leans heavily into experiential storytelling, extending the show’s world beyond screens and into public spaces. By using tactile, physical installations rather than purely digital amplification, it taps into a growing trend in entertainment marketing where scale, spectacle and shareability converge to create cultural moments rather than just promotional bursts.
Created by Abhay Koranne and directed by Nagraj Popatrao Manjule, the series features a wide ensemble cast including Kritika Kamra, Sai Tamhankar, Siddharth Jadhav and Gulshan Grover, among others. Produced under banners including Roy Kapur Films, the show is currently streaming on Prime Video across India and more than 240 countries and territories.
For now, though, the real action isn’t just on screen, it’s unfolding at traffic signals, bus stops and billboards. In a city that rarely pauses, this is one campaign that has managed to stop people mid-step and deal itself straight into public attention.
