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Micromax handsets to have Eros Now preinstalled

MUMBAI: Eros International Plc has entered into a strategic partnership between its OTT platform Eros Now and Micromax Informatics.

The Eros Now app will be preinstalled on Micromax’s latest smartphones showcasing the OTT platform’s extensive repository of Hindi films, music, originals and regional content.

Eros Now will leverage Micromax’s presence of over 150,000 retail outlets to distribute its content. This would enable Micromax customers to watch Bollywood and regional-language content anytime, anywhere, on a device of their choice.

Micromax smartphone users can choose their subscription package (Rs 49 per month or Rs 99 per month) for duration ranging from one month to a year.

Users will have access to unique content on Eros Now, with subscriptions offering a range of features, such as offline content, full-length movies, thematic curated playlists, watch lists, regional-language filters, video progression and subtitles to offer the best video viewing experience to users.

Music lovers will be able to enjoy individual music tracks and music video playlists using the Eros Now app.

Commenting on the association, Eros Digital CEO Rishika Singh said, “We are extremely pleased to partner Micromax to offer our collection of movies, music and more. With this partnership, we will expand our ability to provide entertainment on the go, anywhere and anytime to Micromax’s new acquisition of 3.5 million users every month and their existing base of more than 30 million connected users. Joining forces with one of the world’s leading smartphone manufacturers provide us with another opportunity for exponential growth and customer reach.”

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