Vodafone Idea customers to get exclusive access to ZEE5 Theatre

Vodafone IdeaNSE 0.47 % Monday said it has partnered with on-demand content platform ZEE5, to provide the telco’s customers with exclusive access to ZEE5 Theatre via the Vodafone Play and Idea Movies & TV apps.

The move is in line with the telco’s effort to add value and range to its offerings in the backdrop of increased competition from Reliance Jio and Bharti AirtelNSE -0.53 %.

Vodafone Idea customers can now view nine plays that are on offer this month in genres ranging from thriller to comedy, with two new plays being added every week, India’s No. 1 telco said in a statement.

“We intend to reach customers who enjoy theatre and are not being catered to through other platforms,” Avneesh Khosla, operations director – marketing, Vodafone Idea Ltd., said in the statement.