iWorld
Viu starts Tamil journey with localised content
MUMBAI: OTT platform Viu has expanded its footprint in the regional market by launching in the Tamil market. It has entered the market with localised content including Tamil language Originals, Tamil short films along with Korean dramas and curated content.
Viu is highly focusing on partnerships with leading players of the Tamil content industry. It has partnered with AP International Films, Sameer Bharat Ram, digital content producer Trendaloud , YouTube content producers Black Sheep and Fully Filmi.
“The youth of Tamil Nadu are unique. They have a perfect balance of modern unbiased outlook and deep-rooted culture and values. They have a unique liking for great stories told with local style and taste. We are here to offer them exactly that through our compelling curated content and fresh Viu Tamil Originals. We are deeply committed to investing in this market to develop the content industry and talent pool to serve the Tamil audience,” Vuclip president and COO Arun Prakash said.
The platform aims to win Tamil millennial audience by offering content in comfort language. The four new Tamil premium originals include Kalyanamum Kadhandhu Pogum, Madras Mansion, Door No. 403, Door No. 403 while two Tamil short films Masha Allah… Ganesha, The Wind will be exclusively available on the platform.
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.
