Eros Now, the cutting-edge digital over-the-top (OTT) entertainment platform owned by Eros International Plc (NYSE: EROS), announced its emergence in Bangladesh.

Eros built an association with Allianz International Holdings Limited, a holding company and investment house with a significant presence Middle East, Africa, Asia and North America.

The company has a strong understanding of the local culture and through its investment in various sectors, it has a diverse service offering that make it one of the leading organisations in the region. As part of the collaboration, Allianz Holdings will distribute the video-on-demand service, Eros Now in Bangladesh.

Bangladesh is home to a large audience base that consumes Indian entertainment content, especially Bollywood movies. Given its proximity to India, the citizens of Bangladesh share various similarities and tastes, including their appreciation for Bollywood and other Indian content.

The partnership between Eros Now and Allianz Holdings will enable Eros Now to expand its offering to the country and capture a large share of audience. The content catalogue of Eros Now comprises of over 12,000 movie titles, original shows, music videos, international shows, short-format content category Quickie, to name a few.

As a distribution partner in Bangladesh, Allianz Holdings will expand Eros Now’s reach and business by distributing the online streaming platform to telecom and internet providers, OEM’s including set-top boxes and TV sets as well as promote the brand in the country through marketing tie-ups. Eros Now’s physical subscription card will also be available in more than 100,000 retail outlets, thus offering Bangladeshis easy access to premium entertainment content.

Commenting on the announcement, Rishika Lulla Singh, Chairman and Chief Executive Officer of Eros Digital, said, “Strategic market expansion has further strengthened the growth of Eros Now. The association with Allianz Holdings enables us to offer our wide-ranging Indian entertainment content, especially popular Bengali movies, to the wide consumer base in Bangladesh. The content line-up includes some incredible titles such as Goopy Bagha Phiray Elo, Hirak Rajar Deshe, Mauchaak, Rup Katha Noy that will certainly entice the Bengali movie fan base as we deepen our reach in the underserved market.”

In addition, Ali Hussein, CEO, Eros Now commented, “Indian content has unprecedented demand in South Asian countries including Bangladesh. We are constantly building a stronger connect with audiences across the globe by partnering with the most trusted brands. Allianz Holdings and we share similar ideologies; the distribution portfolio will thus enable us to tap a massive fan base for Indian online content in Bangladesh.”

Dr. Sakib M Rahman, CEO, Allianz Holdings Ltd. adds, “Allianz Holdings has over the years earned the reputation of rapidly developing business environment with a strong understanding of local culture. Eros Now is one of the most preferred Indian online streaming giants offering a wide variety of content that will entice the Bangladesh audience. Our strong distribution network focuses on serving the Video-On-Demand service to the potential consumers across the country.”