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Hungama.com launches its movies offering in the Middle East
MUMBAI: Hungama.com has launched their on demand Bollywood movies service, Hungama Movies, in UAE and the Middle East.
Hungama Movies will be officially launched in the Middle East at the Intel booth at the Gitex Technology Week 2012. It has a library of Bollywood and Indian movies, available in both HD and SD formats.
Hungama consumer business and allied services COO Siddhartha Roy said, “There is a very large South Asian community in UAE and the Middle East, who demands a quality service that caters to their need to consume Bollywood and Indian content, and with Hungama.com we hope to satiate this need- for both Music and Movies.”
“In addition to the United Arab Emirates, we also plan to enter Singapore market in 3 weeks,” he added.
Hungama Movies’ entry into the international arena will offer a catalogue of over 5,000 Bollywood and Indian regional cinema to the NRI and South Asian community in UAE and the rest of the Middle East.
The movies-on-demand storefront will offer premium HD and SD movies for a monthly subscription starting at AED 6.99.
As an introductory offer, the Hungama Movies service will be offered free for one month to all consumers who buy the Notebook or Ultrabook powered by the 2nd Generation Intel Core Processor and 3rd Generation Intel Core Processor at the Intel booth at Gitex Technology Week 2012.
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
