KOLKATA: Short video platform HiPi has unveiled its latest digital campaign ‘HPL Roast’ for HiPi Premier League, its first ever IP since its beta launch in August 2020.

In a bid to capitalize on the ongoing cricket frenzy, 'HPL Roast' comprises a set of four short films created to promote the video creation platform, which is in-built into the Zee5 app. The films feature witty banter in four different scenarios where cricket fans are either at loggerheads with each other or are battling it out with non-enthusiasts.

HiPi Premier League offers users a chance to enjoy the second screen experience during the cricket season. Captained by celebrities and influencers like Sugandha Mishra, Sanket Bhosle, Gaurav Gera, Ssumier Pasricha, and others, HiPi Premier League features eight teams who are tasked with creating fun short videos to entertain audiences. The eight competing teams – Bangalore Badshahs, Chennai Swaggers, Delhi Dhoomers, Hyderabad Hippers, Kolkata Khiladis, Mumbai Mastis, Punjab Putters, and Rajasthan Rockstars – have been formed keeping the ongoing cricket tournament and regions in mind. While viewers can stay entertained by watching these videos, creators can participate in fun challenges and win exciting prizes.

Zee5 India AVOD head & SVP Manish Kalra said, “With HiPi Premier League, we aim to cash in on India’s immense love for cricket and entertainment. And with these HPL Roast films, we aim to inform people about HiPi’s strongest USP – that it is home to a diverse set of engaging content which will appeal to a varied cross-section of tastes.”

Kalra went on to add, “HiPi is a perfect platform for content consumers and creators alike. Since the beta launch of HiPi on Zee5, we’ve garnered an unprecedented 21 million news user installs, with 43 million existing Zee5 users upgrading to HiPi. We have already roped in 400+ influencers onto HiPi, 70+ Zee TV celebrities, and aim to add 100+ by the end of this year.”