iWorld
Star India, Jio reach consensus for IPL 2020, report suggests
KOLKATA: In the past couple of days, there have been speculations floating around a Star India-Jio deal for IPL 2020. The two companies have come to an agreement finally that will allow subscribers of select Jio mobile plans to watch IPL 2020 for free. In addition to that, Jio Fiber users of certain plans will also be able to watch it for free, according to media reports.
The report also added that Jio will be providing free IPL 2020 streaming on its Rs 401 and Rs 2,599 mobile recharge plans. However, the plans mentioned already provide users access to Disney+ Hotstar. Viewers without a subscription to Disney+ Hotstar or free access to the service will be able to stream only five minutes of the IPL 2020 matches.
When the news broke out that IPL might not be available for Jio users to watch this year, experts suggested there might be a huge impact on the digital reach of the tournament. It has always been estimated that a large number of IPL’s digital reach came on the back of Jio deal.
Given the fandom of the greatest cricket showbiz in India, Disney, which owns Star India, planned to launch Disney+ combining with Hotstar during March to exploit the popularity of IPL. Owing to the postponement of the league due to pandemic, it delayed the launch slightly. Hence, it can be assumed that Star India will leave no stone unturned to boost the digital reach of Disney+ Hotstar.
e-commerce
Instamart gold dig event at Hussain Sagar goes viral
Hyderabad activation ties to gold price lock offer ahead of Akshaya Tritiya
MUMBAI: All that glitters isn’t just gold, it’s also great marketing. A quirky on-ground activation by Instamart at Hussain Sagar Lake has turned into a viral spectacle, with videos of people digging for gold coins flooding social media feeds this week. The campaign, executed in collaboration with Moms, transformed a patch of the city’s iconic lakefront into what online users quickly dubbed a “mini gold rush”. Armed with spades, participants dug through a mud-filled pit in search of hidden gold coins, an activity that drew crowds, cameras and plenty of commentary online, ranging from amused disbelief to outright fascination.
At the heart of the frenzy was a promotional push for Instamart’s ‘Gold Price Lock’ feature, which allows users to secure prevailing gold rates between April 10 and April 16 and complete their purchase later during Akshaya Tritiya, a period traditionally associated with high gold buying. The mechanic cleverly blended physical participation with digital conversion, turning curiosity into a potential transaction.
Branded as ‘Gold Diggers’, the activation leaned into gamified engagement. Those who struck lucky walked away with coins, those who didn’t were nudged with a simple message: lock the price now, buy later. The result was a steady stream of footfall and a surge in user-generated content, as onlookers and participants alike documented the spectacle.
The timing is significant. India remains one of the world’s largest consumers of gold, with demand peaking around Akshaya Tritiya. Data from the World Gold Council suggests the festival alone accounts for roughly 25–30 tonnes of gold purchases annually, making it a high-stakes window for brands looking to tap into consumer sentiment.
As the ‘Gold Price Lock’ feature remains live until April 16, the campaign has already done its job turning a simple product feature into a citywide moment. Because sometimes, the quickest way to get people talking about gold isn’t to sell it, it’s to make them dig for it.
