Eros Now and Micromax form strategic partnership to entertain OTT viewers

The mobile maker's smartphones will now be available with the preinstalled Eros Now app.

Eros International Plc recently announced a strategic partnership between its OTT (Over-The-Top) platform Eros Now, and mobile manufacturer Micromax.

As per the partnership, the Eros Now app will be preinstalled into Micromax's latest smartphones to showcase the app's extensive repository of Bollywood films, music, original, and regional content. For millions of users who look for great Bollywood and regional language content, the partnership simplifies the task of discovering great content anytime, at any place, on a device of their choice.

Commenting on the association, Rishika Lulla Singh, chief executive officer, Eros Digital, says in a press release, "We are pleased to partner with Micromax to offer our collection of movies, music, and more. With the partnership, we will expand our ability to provide entertainment on-the-go, anywhere, and anytime to Micromax's 3.5 million monthly users. Joining forces with one of the world's leading smartphone manufacturers will provide us with another opportunity for exponential growth."

Vikas Jain, co-founder, Micromax Informatics, says in a press release, "We are excited about the partnership as it promises to make the digital content from cinema, movies, and videos available to our urban and rural customers. Micromax has found mobile internet to be one of the most-favoured connectivity options in rural cities as well. This tie-up helps us to enhance the experience for our customers beyond hardware specifications. The rich content library of Eros promises to become a part of the daily digital consumption of our customers."

Micromax smartphone users can choose their subscription package (Rs 49/per month, or Rs 99/per month), for a duration of their choice, which ranges from one month to a year.