iWorld
ShemarooMe partners with Indian embassy in Paris
MUMBAI: As the world adapts to the new normal of social distancing due to the COVID-19 pandemic, ShemarooMe, the video streaming platform of Shemaroo Entertainment Ltd, has collaborated with the Indian embassy in Paris to connect with Indian nationals and people of Indian origin in France with a view to reinforce their eternal bond and love for Bollywood.
Following a campaign similar to that in the US launched in association with the consulate general of India in New York, ShemarooMe – #SociallyDistantVirtuallyConnected, the OTT platform partnered with the embassy of India in Paris to organise a watch party on 5 April 2020, of the iconic comedy film, Chupke Chupke. It, thereafter, offered two weeks’ of free subscription of ShemarooMe, particularly to ensure that interested audiences could keep themselves entertained when they are locked down within the confines of their residences practising social distancing and quarantine amid the COVID-19 pandemic.
The initiative of live streaming of the film received an overwhelming response with well over 26,000 Bollywood enthusiasts glued to the event. For the embassy of India in Paris and ShemarooMe, this was a perfect way to celebrate and unite people through their love for Bollywood during these unprecedented challenging times. One expects that this initiative will gain further popularity in the coming few days and more and more enthusiasts will avail themselves of the opportunity to see Bollywood and other regional film classics over the upcoming fortnight.
Embassy of India in Paris charge d’affairs Ankan Banerjee commented, “As we stand together to combat the spread and negative impact of the novel Coronavirus, I am pleased to see the love and solidarity that individuals are expressing across the globe. While we religiously follow social distancing, at the same time, we should also make efforts to unite to strengthen the human bonds through a virtual connection. This notable initiative by ShemarooMe to bring people together as one big family and watch its content with a two-week free subscription will further bind the Indian families closer together. We greatly admire SheemarooMe’s unique offer and look forward to watching the iconic movie Chupke Chupke through this newly created virtual connect to our favourite Bollywood.”
Embassy of India in Paris minister (consular) Shrila Datta Kumar noted, “With tough times ahead for all of us, we need to find newer incentives to keep the morale high and keep ourselves motivated and happy. I appreciate ShemarooMe’s unique initiative to connect us virtually to Bollywood and other Indian regional movies. As we practice social distancing, two weeks of free subscription of the App, along with hosting a watch party for Bollywood lovers, the all-time favourite classic movie Chupke Chupke, will surely connect across all age groups. It is a laudable effort by Shemaroo to bring the people together through this campaign #SociallyDistantVirtuallyConnected, in these difficult times.”
iWorld
Meta tests Instagram Plus with stealth features and extended story tools
New paid tier targets everyday users with more control and privacy perks
MUMBAI: Meta appears to be doubling down on subscriptions, quietly testing a new premium tier called Instagram Plus that brings a mix of privacy, control and visibility tools to everyday users of Instagram.
Unlike Meta Verified, which is geared towards creators and businesses, the new offering is aimed squarely at regular users who want a little more control over how they show up and what they see on the platform.
At the heart of Instagram Plus is a rethink of Stories, the app’s most widely used feature. The test introduces the ability to view Stories anonymously, meaning users can watch or preview content without appearing in the viewer list. It also adds “rewatch insights”, allowing users to see how many times their own Stories have been viewed, a metric that has long been a source of curiosity.
There is more. Stories can stay live for up to 48 hours instead of the usual 24, giving posts a longer shelf life. Users can also create multiple audience lists beyond “Close Friends”, making it easier to tailor content for different circles such as work, family or social groups.
For those chasing visibility, a weekly “Story Spotlight” feature lets users push a post to the front of their followers’ feed. Meanwhile, searchable viewer lists make it simpler to track who has seen a Story, and a new “superlike” reaction adds a more animated way to stand out in direct messages.
The feature set may feel familiar to some. Several of these tools have previously existed through third-party workarounds or have been widely requested by users, particularly the ability to browse Stories discreetly.
Pricing for the test is deliberately modest, suggesting a strategy focused on scale. Early trials show subscription costs at roughly $1 to $2 per month in markets such as the Philippines, Mexico and Japan. The feature has not yet rolled out in India, the United States or Europe, though a broader launch later in 2026 is widely expected if the pilot gains traction.
The move reflects a broader shift in Meta’s business model. With digital advertising facing increasing competition and regulatory scrutiny, subscription products offer a more predictable revenue stream. Rivals such as Snapchat Plus have already found success, building a sizeable paying user base with similar premium add-ons.
For Meta, the bet is simple: give users more control, a touch of stealth and a dash of exclusivity, and they may be willing to pay. If the early signs hold, Instagram Plus could turn everyday scrolling into a slightly more curated, and monetised, experience.
