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LeEco signs up as sponsor of IIFA awards 2016

MUMBAI: Chinese mobile handset manufacturer LeEco has made its next move into Bollywood. The company has signed up as the official powered-by sponsor of the International Indian Film Academy (IIFA) Awards 2016.

The 17th edition of IIFA will be held in the capital of Spain, Madrid, next week from 23 to 26 June.

Entertainment being central to LeEco’s content ecosystem, the company has been making considerable investments in India by forging partnerships with big names in movies, music and live TV. This association with IIFA is a step to further cementing its association with entertainment, besides cashing in on the popularity of Bollywood.

LeEco India COO, smart electronics business Atul Jain said, “We are extremely delighted to have partnered one of the most coveted platforms representing Indian cinema globally. Our key differentiator is our exceptional content ecosystem model in India that lets users enjoy a seamless viewing experience on their phones and in the near future, other LeEco screens, similar to IIFA, which celebrates and curates magical and memorable entertainment for everyone. This partnership truly exemplifies our India strategy for content, providing high-quality curated Bollywood experience to our users, on-the-go.”

Over the years, IIFA has taken Indian cinema beyond the realms of Indian cities, to countries and audiences across the globe. This is another compelling reason for LeEco to have partnered IIFA. Also, so far IIFA as a platform has remained virgin territory especially in terms of association with any internet or smartphone company, making it a clutter-free and highly appealing category for LeEco.

As part of its association with IIFA, LeEco is also presenting an opportunity to its super fans. Two LeEco super fans will get a chance to win a trip to Madrid sponsored by LeEco.

Since its India launch early this year, LeEco has been swiftly captivating the Indian market through various associations with prestigious names in the industry. LeEco’s content is cantered on entertainment—be it movies, dramas, reality shows, music and sports.

The company is now working with big names like Eros Now, YuppTV and Hungama in India. Through LeEco’s membership programme, users can get access to a collection of 2,000+ movies that will be first released exclusively on LeEco devices, inclusive of premieres from Hollywood and Bollywood. The membership programme provides 3,000+ hours of curated shows, 150+ live TV channels and 3.5 million songs for users’ choices.