MUMBAI: Eros International has announced a strategic partnership between its cutting edge OTT digital platform, Eros Now and Micromax Informatics Limited to bring endless entertainment to Micromax consumers.

The growth of fast and reliable internet, and access to affordable big screen smartphones and handheld devices, has led India to the cusp of a digital revolution.

Micromax says that it has been working towards building its services portfolio to offer convenience and exceptional digital experience to its consumers. With this partnership, the Eros Now app will be preinstalled into Micromax’s latest smartphones showcasing Eros Now’s extensive repository of Bollywood films, music, originals and regional content. Eros Now will leverage Micromax’s presence of over 150,000 retail outlets to distribute its content. For millions of Micromax users who look for great Bollywood and regional language content, this partnership simplifies the task of discovering great content anytime, anyplace, on a device of their choice.

Commenting on the association, Eros Digital CEO Rishika Lulla Singh said, “We are extremely pleased to partner with Micromax to offer our collection of movies, music and more. With this partnership we will be expanding our ability to provide entertainment on-the-go, anywhere and anytime to Micromax’s new acquisition of 3.5 million users every month and also 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 Limited 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 favored connectivity options in rural cities. 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.”

Micromax smartphone users can choose their subscription package for a duration of their choice ranging from one month to a year. Users will have access to unique content on Eros Now, with subscriptions offering a range of exciting features, such as viewing content offline, 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 can also enjoy individual music tracks and music video playlists using the app.