iWorld
ZEE5 Intensifies outreach in the middle east; rolls out a slew of initiatives
MUMBAI: Close on the heels of its success across various SAARC markets and its recent rollout of content in international languages, global digital platform ZEE5 now embarks on the next phase of its international journey with its new global campaign ‘Full-on Entertainment’. Deepening our connection with audiences across countries, this new campaign will define ZEE5’s global identity as the go-to destination for high-impact, high-octane entertainment.
As part of this campaign, the global streaming platform now rolls out a slew of initiatives across multiple priority markets, with the Middle East being amongst the first few that it initiates its immersive customer engagement activities in.
South Asian audiences in the Middle East get treated to a set of on-ground experiences especially curated by ZEE5. The initiatives include a 4-week movie experience every Thursday at different locations. The first screening was held at Al Naboodah Ruwayyah in Dubai on 4th July and will be followed by another at DIP 2, Dubai on 12th July. Over the next few weeks more screenings will be organised at several other locations including Jabel Ali and Saja Sharjah. ZEE5 will screen the Bollywood box-office hit Simmba, starring Ranveer Singh and Sara Ali Khan, giving audiences a taste of classic Indian entertainment filled with drama, action and emotion.
ZEE5 has also partnered with leading local brand Choithrams and looks to further increase this footprint through these and other partnerships.
Commenting on the initiatives, Archana Anand, Chief Business Officer, ZEE5 Global said, “Given the vast diaspora of South Asians in The Middle East as well as its appetite for desi content, this is the first of the three markets where ZEE5 kicks-off a range of consumer engagement activities. Our new campaign ‘Full-on Entertainment’ invites people into a world of entertainment that takes them on a journey of emotions and keeps them on the edge of their seats. For this we are rolling out a multitude of interactive initiatives, where we have the chance to engage with our audiences across the Middle East and build deep conversations with them.”
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
