iWorld
Niche streamers band together to take on the big guns
MUMBAI: Tired of being drowned out by Netflix and Disney, 15 specialist streaming services have formed a scrappy coalition to fight for their corner of the digital entertainment world. Beyond Mainstream: A Global Streaming Alliance brings together platforms serving everyone from anime obsessives to horror fanatics, LGBTQ+ audiences to Hindi cinema devotees—reaching viewers in nearly every country on earth.
The alliance unites an eclectic bunch: AMC Networks’ Acorn TV, Allblk, HiDive, Shudder and Sundance Now; Crunchyroll; NDM+; OutTV; Pure Flix; Rakuten Viki; The Roku Channel; SonyLiv; Sony One; Tubi; and Zee5. Together, they aim to ensure that as global regulators reshape the streaming landscape, niche services and their devoted audiences aren’t trampled by rules designed for industry giants.
“Our targeted portfolio attracts passionate and loyal fans who come to us for community, curation and the content they love,” said AMC Networks executive vice-president for legal and business affairs Dawn Botti. “By joining the Beyond Mainstream coalition, we’re uniting with other specialised services to ensure viewers can easily access a range of content offerings and to advocate for alternatives to one-size-fits-all policies.”
NDM+ president and chief executive Nijel de Mesa called the timing crucial. “New systems for digital democracy and global governance are on the horizon,” he said. “Beyond Mainstream will foster mutual co-operation so members can act together to secure a vibrant and sustainable future for streaming in the global entertainment landscape.”
OUTtv Media Global chief executive Brad Danks, argued that strength in numbers was essential. “Independent and specialised streaming services can champion fair access and visibility for diverse programming,” he said. “Our shared goal is to build an equitable media environment that reflects the full range of audiences and perspectives—something we can only achieve by working together.”
The coalition faces an uphill battle. As lawmakers worldwide craft regulations around content quotas, algorithmic transparency and market dominance, the streamers fear rules tailored for trillion-dollar behemoths will crush smaller players. But with audiences increasingly fragmenting across platforms, these underdogs reckon they’ve got a fighting chance—if they stick together.
iWorld
Crocs India ropes in Rakesh Bedi for quirky new digital campaign
Veteran actor brings humour and nostalgia to brand’s latest ‘Crocshake’ film.
MUMBAI: Crocs has decided to shake things up quite literally by teaming up with veteran actor Rakesh Bedi for its latest digital campaign. The campaign, conceptualised by One Hand Clap, cleverly taps into the current wave of nostalgia and character-led content. It features Rakesh Bedi, who is currently enjoying renewed popularity after Dhurandhar, in a series of increasingly chaotic yet humorous everyday situations.
At the centre of the film is a simple handshake that spirals into a chain of unexpected twists, culminating in the fun “Crocshake.” The light-hearted narrative highlights how ordinary social moments can turn into memorable ones, perfectly aligning with Crocs’ brand ethos of individuality, comfort, and self-expression.
Crocs India country manager Manoj Juneja said the campaign reflects the brand’s desire to stay culturally relevant. “This collaboration with Rakesh Bedi blends humour, nostalgia, and contemporary trends to create content that entertains and sparks conversations,” he noted.
Rakesh Bedi added, “What I loved about this campaign was how naturally the humour came through. It takes a simple, everyday situation and turns it into something completely unexpected. It’s always exciting to be part of something audiences can instantly connect with.”
The campaign builds on Crocs India’s ongoing strategy of creating relatable, digital-first storytelling that resonates with a wide audience while staying true to the brand’s playful personality.
In a crowded footwear market, Crocs continues to stand out by keeping things fun, comfortable, and conversation-worthy proving once again that sometimes all you need is a good shake (or Crocshake) to make your mark.
