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Tag: Hefty Entertainment

  • Disney+ Hotstar leverages the metaverse to promote new show ‘Rudra’

    Disney+ Hotstar leverages the metaverse to promote new show ‘Rudra’

    Mumbai: Disney+ Hotstar has partnered with Hungama Digital’s Web 3.0 venture Hefty Entertainment to create digital avatars of the cast of  its new show “Rudra – The Edge of Darkness.” The platform has created many firsts with this disruptive marketing strategy and innovation leveraging the metaverse.

    The marketing team has installed a hologram of Ajay Devgn with an illusion of him looking at passersby in Mumbai’s Bandra Bandstand. Additionally, in partnership with Smaash the platform created a gaming and entertainment centre with the theme ‘todphod’ playing the iconic catchphrase used by the actor in the show. The gaming room was designed similar to the show’s set.

    “A big part of building a deeper relationship with our consumers is to bring elements from reel life to real life and vice-versa,” said Disney+ Hotstar EVP and chief marketing officer Siddharth Shakdher. “With ‘Rudra-The Edge of Darkness,’ we did exactly that and deployed a unique experiential and immersive show marketing approach, bringing our consumers one step closer to the show, but importantly, also surfacing the show within emerging pop culture trends. With first-of-its-kind initiatives like Rudra Metaverse, gaming room, and hologram displays, we stepped up a notch higher to connect deeper with the audiences and fans.”

    Directed by Rajesh Mapuskar, “Rudra – The Edge of Darkness” features actor Ajay Devgn in the role of a cop who delves into the psyche of highly intelligent criminal masterminds to capture them.

  • T-Series, Hungama join hands to foray into NFTs

    T-Series, Hungama join hands to foray into NFTs

    Mumbai: Music and film studio T-Series has announced its foray into Non-Fungible Tokens (NFTs) in association with Hefty Entertainment – a division of digital media entertainment company Hungama. According to a statement, the association brings together the latter’s 90 million+ monthly active users (MAUs) across music, gaming and video to join hands with T-Series’ over 395 million YouTube subscribers base and 75 million followers on social media across Facebook, Instagram and Twitter.

    “The strategic partnership between the two companies is built on their 20-year-old, long-standing association. T-Series and Hungama will leverage their global distribution network and a library spanning two lakh songs, 65,000 music videos and 150+ films across Indian languages to create the next big digital revolution,” said the statement.

    “We are delighted to extend our two-decade-long alliance with Hungama, and to enable our community with access to the Metaverse,” said T-Series chairman and MD Bhushan Kumar. “Having set the ball rolling, we look forward to expanding and enhancing the value of our content that leads to the rapid expansion of the global digital entertainment industry, and offering a future full of potential, interactivity and collaboration for our communities around the globe.”

    The foray will witness the two entertainment brands raise the bar of entertainment creation and consumption via Hefty Entertainment (a Web 3.0 initiative by Hungama), and in partnership with Ethereum scaling and infrastructure development platform, Polygon. Hefty Metaverse will be built with the vision of fostering an ecosystem that helps to collaborate, interact and engage with flourishing web 3.0 communities.

    Hungama will create NFTs, rare collectibles and ‘money can’t buy experiences,’ in addition to unlocking special moments from T-Series’ catalogue of new and existing content.

    “We look forward to redefining content consumption with this Web 3.0 initiative as we find new ways to collaborate and engage with fans. We promise to give billions of fans of Bollywood, globally, an experience that will see value accrue to them on our platform,” said Hungama founder Neeraj Roy.

    “T-Series has demonstrated its leadership position on the back of innovation and adoption of new technology advancements to drive distribution across the ever-evolving digital landscape,” stated T-Series president Neeraj Kalyan. “T-Series and Hungama’s partnership is built on mutual trust and we will continue to consolidate into more meaningful avenues, akin to our foray in the NFT space.”