"this partnership with Facebook allows us to extend the joy"
Eros Now has partnered with Facebook India to launch a Bollywood film festival on Facebook Watch as part of Diwali celebrations.
As part of the deal, Eros Now will stream a film every day from its library on its Facebook page from November 3 until December 2, 2021.
The film will be powered by Mzaalo, a blockchain-based video streaming application in the gamified video and entertainment ecosystem.
According to the company, the films have been selected in a way that aims to ensure the right balance of genres, scale and relevance during Diwali.
This includes films from the 1990s and 2000s such as Tere Naam, Hum Dil De Chuke Sanam, Devdas, Cocktail, Love Aajkal, Shubh Mangal Savdhan, Raanjhanaa, Manmarziyaa, Vicky Donor and Hathi Mere Sathi among others.
Ramakrishnan Laxman, senior vice president, marketing, Eros Now said:
“Our data science-led research indicates that Bollywood movies have a strong repeat watch value.
“And during festival season, this repeat viewing increases many folds.
“With people preferring to stream long-form content on their devices nowadays, this partnership with Facebook allows us to extend the joy of watching the old and new gems of Bollywood this Diwali to billions of social savvy audiences.
“We believe this campaign will add to the celebratory experience of Diwali in people’s life.”
Paras Sharma, Director, Media Partnerships, Facebook India added:
“Our focus in India with Facebook Watch has been reflective of the diverse consumer tastes in the country.
“With movies and cinema being extremely popular with our community, we are excited to partner with Eros Now to enable fans to watch their favourite Bollywood movies on Facebook Watch.
“We hope this experience will enable people to share, connect and entertain themselves with content they like on Facebook.”
Vikram Tanna, chief operating officer, Mzaalo explained:
“This industry-first initiative is a great example of democratising the best of Bollywood content.”
“Our association with Eros opens new avenues of user–brand experiences to drive Social Entertainment Commerce.
“We are certain that this unique festive partnership will pave a path for more engagement and result in further uptake of our content,”
Eros Now has approximately 10 million followers on Facebook.
The company said that this collaboration between the two companies will provide fans with an interactive viewing experience.