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AirAsia India in partnership with ZEE5 creates history with the 1st in-flight premiere of the cult s


Charting another milestone in a string of first-of-its-kind initiatives, AirAsia India organised an exclusive premiere of TVF Pitchers: Season 2 for its recently launched in-flight experience hub ‘AirFlix’, powered by Sugarbox and OTT partner ZEE5. To mark the occasion, the director and cast of the cult series TVF Pitchers [S2] attended the in-flight premiere on i5-784 from Delhi to Bengaluru on 22nd December. The upcoming season of ‘TVF Pitchers’ on ZEE5 features an ensemble cast and crew of Naveen Kasturia, Abhay Mahajan, and Arunabh Kumar directed by Vaibhav Bundhoo.

This strategic partnership with ZEE5, India’s largest homegrown OTT platform, enables AirFlix to offer a curated slate of content featuring more than 6,000 hours of high-resolution content, enabling access to more than 1,000 international and Indian movies, short films, and 1500+ episodes of web series, for an enhanced flying experience. The alliance makes Zee5 the first-ever OTT platform to be available for passengers onboard, where users can stream lag-free content. Powered by Sugarbox, with AirFlix flyers can also place in-flight orders for food and beverages, as well as shop curated e-commerce brands like Boat, Man Matters, Arata and more.

“We are thrilled to organise a first-of-its-kind grand premiere 36,000 feet in the sky, narrowcasting the entire season of the cult show TVF Pitchers on our new in-flight experience hub AirFlix, along with the director and cast of the show. It’s been a pleasure collaborating with our technology partner Sugarbox and OTT platform ZEE5, to co-create this unique experience.” said Siddhartha Butalia, Chief Marketing Officer of AirAsia India. “We are always looking for innovative ways to enhance the in-flight experience. It’s a delight to bring exclusive experiences like this to life in the air with like-minded partners.”

Commenting on the new initiative, Mr. Manish Kalra, Chief Business Officer, ZEE5 India said “ZEE5 is happy to bring this industry-first initiative of making OTT content accessible to flyers for an enhanced flying experience. As a consumer first brand, ZEE5 has held audience demands at the epicentre while charting its business strategy. With this move, flyers can now enjoy ZEE5 content mid-air as part of their in-flight entertainment exposure. We are thankful to our partners AirAsia India and Sugarbox for this strategic collaboration, enabling increased accessibility to entertainment choices and going beyond with innovation for enhanced consumer experiences. We, at ZEE5, will continue to leverage our consumer-first strategy to innovate and invest in making content accessible to a wider audience base across touchpoints.”

Rohit Paranjpe, Co-founder & CEO, Sugarbox, expressed, “AirFlix is a first of its kind initiative globally, where we are bringing the power of the Cloud to aircrafts. Using this technology, we have enabled Zee5 to be the first OTT App available for flyers in-air, without internet connectivity, and unique experiences like the premiere of TVF Pitchers S2. This convergence enables ‘AirFlix’ to offer many firsts for the tech-toting passengers today, through contextual, hyperlocal services to transform the flying experience.”

The airline remains committed to driving operational excellence and an enhanced guest experience with pioneering digital and marketing initiatives like cloud-tech powered in-flight experience hub AirFlix, its award-winning website and mobile app, AI-powered conversational chatbot Tia, real-time internal aviation app RedSmart, and integration with innovative service providers to enable products like FlyPorter baggage delivery services, and seamless Single-Sign, profile management and personalisation built on the Tata NeuPass loyalty program.

About AirAsia India

AirAsia (India) Private Limited is a subsidiary of Air India Limited and a part of the Tata group. AirAsia India commenced operations on 12th June 2014 and flies over 50 direct and 100 connecting routes across India. The airline offers plush leather seats, Gourmair hot meals and a host of exclusive benefits for NeuPass loyalty members.

AirAsia India has consistently embraced technology to deliver operational efficiency and enhance the guest experience, offering fast bookings, fab deals and fantastic value on its award-winning mobile apps and website airasia.co.in, and delivering seamless support with an advanced AI-powered multilingual chatbot Tia. For the latest on AirAsia India’s innovations, promotions, activities and contests, check out AirAsia India on Twitter @AirAsiaIndia, Instagram @AirAsiaIndia, Facebook @AirAsiaIndia and LinkedIn @AirAsiaIndia.

About ZEE5

ZEE5 is India’s and Bharat’s largest homegrown video streaming platform and the multilingual storyteller for millions of entertainment seekers. ZEE5 stems from the stable of ZEE Entertainment Enterprises Limited (ZEEL), a Global Content Powerhouse. An undisputed video streaming platform of choice for consumers; it offers an expansive and diverse library of content comprising over 3,500 films; 1,750 TV shows, 700 originals and 5 lakhs+ hours of on-demand content. The content offering spread across 12 languages (English, Hindi, Bengali, Malayalam, Tamil, Telugu, Kannada, Marathi, Oriya, Bhojpuri, Gujarati, and Punjabi) includes best of Originals, Indian and International Movies, TV Shows, Music, Kids shows, Edtech, Cineplays, News, Live TV, and Health & Lifestyle. A strong deep-tech stack, stemming from its partnerships with global tech disruptors, has enabled ZEE5 to offer a seamless and hyper-personalised content viewing experience in 12 navigational languages across multiple devices, ecosystems, and operating systems.

About Sugarbox

Sugarbox is bringing the world its first Hyperlocal Cloud platform to support the Internet of the Future – of Connected Devices, Applications, People and Things. We are solving for deficiencies in connectivity (availability, reliability, latency and cost) and context awareness (who, where, what), by getting the Cloud closer to the End user and providing the best-in-class experiences for the Connected, Under-connected & Unconnected.

Co-founded by Rohit Paranjpe, Devang Goradia and Ripunjay Bararia in 2016, Sugarbox is reimagining Digital access. Using its patented technology platform, Sugarbox enables native Apps to function seamlessly, even when data connectivity is intermittent or unconnected. Presently, the Company works with the likes of Chennai and Hyderabad metro, Central Railways (Suburban Mumbai region) and has powered more than 300gram panchayats across Uttarakhand, Maharashtra, Haryana, Uttar Pradesh, Rajasthan, and Himachal Pradesh. Sugarbox is now entering the skies with the AirAsia India partnership. LinkedIn

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