Mzaalo, a video and entertainment platform, has formed a strategic partnership with Jio to deliver digital entertainment to underserved audiences throughout rural India. Through this partnership, Mzaalo’s premium content catalogue and rewards ecosystem will be available on Jio’s low-cost phones, and freely accessible for millions of audiences in rural India, most of whom are first-time internet users. About 150 million low-cost Jio phone users will be able to enjoy Mzaalo app’s premium library of over 12,000 content including the best of Bollywood movies, regional cinema along with original series, music videos and earn rewards across 600 brand partners. Mzaalo app will be native in JioStore for all JioPhones powered by KaiOS, with this move 150 million Jio Phone users will get free access to Mzaalo’s premium entertainment content and rewards.
In addition to this partnership, Mzaalo has also been chosen to join the Jio Developers Build for Bharat Growth Pad Programme. As a member, Mzaalo and its community will receive special programme benefits like first market access programme, year-round technical support from Jio, an exclusive community of leaders for mentorship within Jio’s rich leadership ecosystem, JioAds credits, tools and services, training on Jio Developer Tools, and more.
Elaborating the partnership, Vikram Tanna, COO, Mzaalo said, “As internet penetration grows deeper across India, there is a growing demand for quality online video streaming content. We are thrilled to partner with Jio to offer our premium content and rewards ecosystem across 150 million JioPhone users in Hindi and nine regional languages. The collaboration with Jio enables us to expand our digital footprint and democratise digital entertainment for the Indian hinterland.”
The Indian hinterland – the remote rural areas of the country comprise about 68 per cent of India’s population, nearly 900 million people. While mobile services have reached this population, it is not as widespread as it is in urban cities. This partnership between Mzaalo and Jio will provide a new opportunity for hundreds of millions of people in rural India who have not had access to the mobile phone economy.
Mzaalo is available for download on JioStore for JioPhone device’s app store. Users can consume premium content and get rewarded while watching content and purchase their favourite merchandise through the video streaming platform.
RuralMarketing.in is now on Telegram. Click here to join Rural Marketing on Telegram and stay updated with the latest news and updates on rural business and the economy.