iWorld
The House of McDowell’s Soda returns with Yaari Jam on 4 August
Mumbai: The House of McDowell’s Soda has announced the return of The House of McDowell’s Soda Yaari Jam, a musical event scheduled for 4 August 2024, at NSCI Dome, Mumbai. This event aims to make Friendship Day special with a night of music and entertainment.
Featuring a stellar lineup of Gen Z favorites Ritviz, Sanam, Lisa, Lothika & Zaeden, Yaari Jam promises to have everyone grooving and singing along to the latest chart-topping hits. The House of McDowell’s Soda has long been associated with the heartwarming tales of Yaari serving as a catalyst for friendships and solidarity through its compelling storytelling. Yaaron Waali Baat highlights the limitless possibilities that arise from meaningful connections and how small gestures can leave a lasting impact on friends.
Diageo India VP and portfolio head of marketing, Varun Koorichh said, “We are absolutely thrilled to celebrate this Friendship Day with Yaari Jam, to make it the most unforgettable experience for all the yaars! At The House of McDowell’s Soda, we passionately believe in the transformative power of friendships to uplift and empower individuals. This year, Yaari Jam is set to exceed all expectations with an electrifying lineup of artists, guaranteeing an unparalleled celebration of friendship. Join us as we unite yaars across the nation, celebrating the true spirit of friendship and creating memories that will last a lifetime. Let’s make this Friendship Day the most joyous and empowering event ever!”
Speaking on the occasion, Sanam said, “We are excited to be part of Yaari Jam as it’s more than just a music concert. We can’t wait to perform alongside the other artists to contribute to an unforgettable evening of music and camaraderie that will resonate with everyone attending. It’s about celebrating the essence of ‘Yaaron Waali Baat’ that House of McDowell’s Soda embraces so beautifully.”
Speaking on the association, Lisa Mishra said, “The stage is where we transform music into a living, breathing experience. We’re coming together to create something special at Yaari Jam, an evening filled with energy, connection, and unforgettable moments. Let’s make this concert a celebration of our shared love for music and friendships.”
Zaeden said “Being part of Yaari Jam means being part of something bigger, celebrating friendship through music. I’ll be singing all the new songs from my album “Zaeden 02” and really excited about the new set. I can’t wait to share the stage with some of my favorite artists and make you all have the best time ever!”
The event is produced by Tribevibe, supported by SPONCO, & ticketing partner – BookMyShow.
Link to buy tickets: https://in.bookmyshow.com/events/mcdowell-s-yaari-jam/ET00403074v
iWorld
Cineflicks set to enter India’s OTT market with community-first focus
New platform aims to blend streaming content with interactive viewing experiences
MUMBAI: A new player is gearing up to join India’s crowded streaming arena, with Cineflicks preparing to launch as a community-driven OTT platform aimed at redefining how audiences engage with digital entertainment.
The platform plans to offer a mix of movies, series and digital content, while placing equal emphasis on building an interactive ecosystem where viewers can connect, share and participate beyond passive viewing.
India’s OTT market has seen explosive growth over the past decade, fuelled by rising smartphone penetration and affordable internet access. As streaming becomes the default mode of content consumption, new entrants are increasingly looking to differentiate themselves not just through content libraries but through user experience.
Cineflicks appears to be positioning itself within this next phase of evolution. Instead of focusing solely on scale, the platform is aiming to create a space where audiences can engage more deeply with the content they watch, turning entertainment into a shared experience rather than a solo activity.
While details around its content slate remain under wraps, people familiar with the development say the platform is currently building out features and partnerships ahead of a phased rollout. The broader strategy suggests a blend of content discovery, community interaction and digital participation.
The timing is notable. With global and regional streaming platforms competing intensely for attention, the emphasis is slowly shifting towards engagement and retention rather than just acquisition. Platforms that can foster stronger audience connections may have an edge in this evolving landscape.
Cineflicks’ entry reflects the continued expansion of India’s digital entertainment ecosystem, where innovation is increasingly being driven by how content is experienced, not just what is offered.
As the platform moves closer to launch, the real test will be whether it can translate its community-first pitch into a compelling, everyday habit for viewers.
