Digital
Leading with purpose creates wins for consumers, community and country: Hina Nagarajan of Diageo India
Neela Mediatech’s gaming platform TMKOC PLAY partners with Jio games
With this partnership, the company aims to roll out 50+ games on the Jio Games platform targeting a significant base of Indian mobile and cloud gaming users.
Exclusive beverage partnerships with large food services chains lead to significant sales via out-of-home and delivery channels for companies like PepsiCo and Coca-Cola. While Coca-Cola has an exclusive global partnership with McDonald's, Yum Brands-owned KFC, Pizza Hut and Taco Bell, Domino's Pizza has exclusive associations with PepsiCo in India.
(Representative Image: Claudio Schwarz via Unsplash)
Neela Mediatech’s gaming platform TMKOC PLAY, built on the IP, Taarak Mehta Ka Ooltah Chashmah has announced a strategic partnership with JioGames. With this partnership, the company aims to roll out 50+ games on the JioGames platform targeting a significant base of Indian mobile and cloud gaming users.
Jio platform users will now have the opportunity to enjoy a diverse selection of games centred on the theme of 'TMKOC' and immerse themselves in the roles of their cherished characters from the series. This partnership will enable JioGames to welcome fresh users from the existing audience of over 60 million captivated by the 'TMKOC' intellectual property.
Announcing this partnership, Asit Modi, creator, producer and managing director of Neela Film Production and Neela Mediatech, said, “TMKOC and Jio are familiar names in households nationwide, and their user base extends even to the remote corners of cities and towns. Therefore, it's a strategic move to capitalize on each other's strengths. This partnership will facilitate an expansion of our user base, providing an exceptional digital entertainment experience.”
Neela Films, the production house recently invested INR 24cr into Neela Mediatech, the gaming, animation and e-commerce business as an extension to Taarak Mehta Ka Ooltah Chasmah IP. The company has recorded 5 million game downloads, and their YouTube rhymes channel has expanded its subscriber base from 1.5 million to 3 million in a brief span. This growth encompasses multiple languages, including English, Hindi, Marathi, Punjabi, Bengali, Bhojpuri and Gujarati.
The platform will host free-to-play games and cloud-based adventures, for both single-playe and multiplayer gamers. Bhide Scooter Race, TMKOC Air Hockey, Bhide Pickle Delivery, Gokuldham Kite Flying and Tapu Skating Adventure are the first of many games that are available on the platform.
SPOTLIGHT
At the Storyboard18 DNPA Conclave 2025, Union Minister Ashwini Vaishnaw spotlighted the critical role of traditional media in an evolving digital landscape. He emphasized that such gatherings can aid the govt in formulating more effective policies for a balanced and sustainable media ecosystem.
Read MoreIN PHOTOS: At Global Pioneers Summit, visionaries chart the future of business and creativity
From the chiefs of Nestle, Diageo, Colgate, PepsiCo, Zetwerk and CRED to AI visionaries, marketing mavens, top creators, ad legends and leading global agencies' CEOs, the brightest minds converged at the Storyboard18 Global Pioneers Summit for an action-packed day of meaningful dialogues on creativity, commerce and culture.