Ola promotes'Raabta' on its car entertainment platform

ITW Playworx, the Entertainment, Media and Communication arm of ITW Consulting Pvt. Ltd, has partnered with Ola to promote Bollywood movie Raabta by offering curated content from the movie including songs through Ola’s Play platform. This car entertainment platform allows passengers to listen to music of their choice from screens placed inside the cabs.

Speaking on this initiative, Mudit Shekhawat, Head of Marketing, Ola, said: “There is no question that India cannot get enough of Bollywood and naturally we have seen significant traction on such content on the Play platform as well.”

He added, “Since its launch in November 2015, Ola Play has revolutionised the ride sharing experience by bringing personalised content and a fully-connected interactive experience to passengers. We are constantly working towards enhancing the experience and this partnership is a step in that direction for us.”

Commenting on the association, Vinod Bhanushali, ‎President - Marketing, Media & Publishing, T-Series said, “We are delighted to partner with Ola and create a seamless in-film fit in one of the catchiest songs in the country today. We are looking forward to our association with ITW Playworx as an agency who helped us in getting this association in place.”
Sidharth Ghosh, CEO, ITW Playworx, said, “Film associations are a perfect medium to reach out to the masses. At ITW Playworx, it has been our constant endeavour to create brand experiences through entertainment as a platform. We are privileged to work with Ola and T-Serieson this film and make this association a flawless one.”