MxMIndia

Tag: Bharti Airtel Limited

  • A first-of-its kind video marketplace, Wynk Movies offers a specially curated library of thousands of movies and other popular videos

    Bharti Airtel partners ErosNow for Wynk Movies

    By A Correspondent

     

    Bharti Airtel Limited (“Bharti Airtel”) announced a partnership with ErosNow, the cutting edge OTT (Over-the-top) Bollywood entertainment network of Eros International Plc, the NYSE-Listed leading global company in the Indian filmed entertainment sector, for its carrier agnostic mobile application – Wynk Movies.

     

    A first-of-its kind video marketplace, Wynk Movies offers a specially curated library of thousands of movies and other popular videos from host of partners including ErosNow. With this partnership, users of Wynk Movies can access ErosNow’s premium Bollywood content offering thousands of new and classic Bollywood movies. ErosNow also offers a vast selection of audio and song videos, television content and ErosNow originals in the form of drama series with young and contemporary themes. While the app content can be accessed across 2G, 3G, 4G and Wi-Fi services, users can enjoy the app best on 4G given its seamless internet capability.

     

    Kartik Sheth, CEO – Wynk said, “We always partner with the best and are confident that having Eros’s premium content as one of channels on our app will help drive faster adoption for video services in the country. As smartphones penetrate deeper leading to a surge in the consumption of videos on mobile, Wynk Movies will further empower users to seamlessly access the best of video content on the move”.

     

    Speaking on the collaboration, Rishika Lulla Singh, CEO Eros Digital said, “Armed with our content library and first mover advantage, our vision for ErosNow is to fulfill the growing consumer need for endless premium entertainment on-demand and on-the-go, whether on their smartphones, tablets, laptops or internet enabled devices. An important part of our strategy is to be platform-agnostic and we are delighted to tie up with Airtel, a leading player in its space and a front runner in the 4G revolution where we believe our content and distribution synergies will create a win-win consumer proposition.”

     

    Kumar Ahuja, President – Business Development, Eros International added, “ErosNow has already garnered over 19 million registered users worldwide for ErosNow and we believe our integration with Airtel for their Wynk Movies platform will further give momentum to our customer acquisition strategy”.

     

  • Has Airtel reached saturation with its 'Tera Mera' campaign? Bharti Airtel Limited's Arun Sharma tells MxMIndia all about it

    Jaldi 5 with Arun Sharma: Friendship will never be boring

    While Airtel has been making the right noise with its ‘Jo Tera Hai, Woh Mera Hai’ campaign, is it moving towards saturation? Arun Sharma, Vice President Marketing, Head Media & Rural at Bharti Airtel Limited, speaks to MxMIndia about this and other issues.

     

    01. Is the ‘Jo Tera Hai, Wo Mera Hai’ not reaching a point of saturation, though it remains the clutter-breaking communication from Airtel?

    No, I do not think so. The whole campaign is only a few months old. The campaign is around the theme of friendship and there are different renditions of it. So when ‘Har friend zaroori hai’ campaign was ongoing, we actually cut it short even when it was early to do that. The ‘friendship’ theme will remain, but every year or so we will bring out new renditions so that there is no boredom.

     

    02. Digital’s role in the media pie for Airtel is increasing. How is it leading to innovation in advertising on this medium?

    Digital and creativity or innovation are synonymous for me. I do not see any difference. Digital, however, is not a linear medium; people have the control of skipping your ad at any point of time. Hence, creative is very inherent to this medium. The medium, with technology seeping in, allows you to do so many things, which is not the case with so many other media. Attention span here is less when compared to others such as outdoor or television.

     

    03. Digital ROI: Much appreciated yet criticized. What do you think?

    ROI is getting measured. We are in the eCommerce platform and can actually track our ROI to the last decimal. But it so happens that the more the data is re-routable, the more you want. More questions are raised when there is data. In terms of outdoor, there is no data but no questions are raised. I believe the problem is the part of the solution and vice versa.

     

    04. Which is showing more digital growth penetration: Rural or Urban?

    Rural.

     

    05. Going forward, what can be expected from Airtel on the digital platform?

    It’s too early to say. But whatever we do, it will be core to the brand idea and it will be available to those audiences. What we do has to be relevant to their language, to their needs and for the devices they have. For instance, in rural areas we cannot create communication on smartphones because there the device penetration is different.

     

    As told to Ananya Saha