01

01

01

Context

The idea arrived before the category.

The idea arrived before the category.

The idea arrived before the category.

This was a pitch for an on-demand video destination at a time when Indian mobile entertainment still largely meant ringtones, caller tunes, downloads, and operator portals.

This was a pitch for an on-demand video destination at a time when Indian mobile entertainment still largely meant ringtones, caller tunes, downloads, and operator portals.

This was a pitch for an on-demand video destination at a time when Indian mobile entertainment still largely meant ringtones, caller tunes, downloads, and operator portals.

Hungama was exploring how telecom operators could become more than connectivity providers. The opportunity was to create a branded entertainment layer where subscribers could discover and watch music videos, latest movie trailers, memorable film clips, interviews, lifestyle programming, humour, sports, and more.

The inspiration came from emerging global streaming models —but the proposition had to work inside India’s VAS reality: mobile-first access, carrier distribution, subscription logic, variable bandwidth, content downloads, and highly diverse audiences.

The design proposition

Bring the habits of future OTT products into a telecom-led service that users could understand in 2013.

Bring the habits of future OTT products into a telecom-led service that users could understand in 2013.

01

01

Carrier-powered access

A branded video experience distributed through the mobile operator rather than a standalone streaming subscription.

02

02

Mixed entertainment catalogue

Music videos, trailers, movie clips, celebrity content, sports, food, humour, fashion, devotional programming, and live formats.

03

03

Designed for mobile behaviour

Watch later, download quality, favourites, playlists, search, language, sharing, offline access, and subscription management.

04

04

Engagement beyond playback

Gamification, loyalty points, celebrity following, gifts, ringtones, recommendations, likes, and personal collections.

02

02

02

The challenge

Pitch tomorrow using the habits of today.

Pitch tomorrow using the habits of today.

Pitch tomorrow using the habits of today.

How do you explain an always-available video library before users have a shared mental model for OTT?

01

Make a large and varied video catalogue feel browsable rather than overwhelming.

02

Support streaming and downloads across inconsistent mobile bandwidth.

03

Create reasons to return through favourites, playlists, watch later, recommendations, and loyalty.

04

Build one coherent product language across mobile and tablet experiences.

03

03

03

Product thinking

Six ideas shaped the experience.

Six ideas shaped the experience.

Six ideas shaped the experience.

The product combined content discovery, video utility, personalisation, and telecom-specific engagement into one connected system.

The product combined content discovery, video utility, personalisation, and telecom-specific engagement into one connected system.

The product combined content discovery, video utility, personalisation, and telecom-specific engagement into one connected system.

▶

Content-led channels

Content-led channels

Entertainment, fashion, humour, sports, food, devotional, kids, animation, technology, films, television, and celebrity channels provided clear discovery routes.

⌕

Search that anticipates

Search that anticipates

Predictive suggestions and mixed media results made it easier to locate artists, albums, titles, and videos without navigating the channel hierarchy.

⇩

Bandwidth-aware playback

Bandwidth-aware playback

High and low download options, offline availability, and visible playback controls acknowledged the constraints of early mobile streaming.

★︎

Personal video library

Personal video library

Favourites, watch later, history, saved videos, playlists, and followed celebrities helped turn a catalogue into an individual entertainment space.

♙

Gamification and loyalty

Gamification and loyalty

Questions during playback could reward loyalty points—adding a telecom-native engagement mechanic to passive viewing.

⌘

One system, many screens

One system, many screens

The visual language scaled from tall mobile journeys to immersive tablet layouts, while preserving navigation and content patterns.

04

04

04

The experience

Discover. Watch. Keep. Return.

Discover. Watch. Keep. Return.

Discover. Watch. Keep. Return.

A product tour through the ideas that made the pitch feel like a complete video ecosystem—not merely a catalogue of clips.

A product tour through the ideas that made the pitch feel like a complete video ecosystem—not merely a catalogue of clips.

A product tour through the ideas that made the pitch feel like a complete video ecosystem—not merely a catalogue of clips.

A · Discover

A home built from channels.

Broad entertainment categories create a magazine-like feed. Large visual cards foreground the video while compact actions support watch later, likes, sharing, favourites, playlists, gifts, and more.

A · Discover

A home built from channels.

Broad entertainment categories create a magazine-like feed. Large visual cards foreground the video while compact actions support watch later, likes, sharing, favourites, playlists, gifts, and more.

B · Watch

Playback remains the centre.

The detail experience makes the video dominant, while supporting downloads, related videos, social actions, offline viewing, celebrity following, and rich engagement around the content.

B · Watch

Playback remains the centre.

The detail experience makes the video dominant, while supporting downloads, related videos, social actions, offline viewing, celebrity following, and rich engagement around the content.

C · Search

Find the video behind the thought.

Predictive search gives users fast suggestions while the result set blends artists, tracks, albums, and video content matching the way people remember entertainment, not the way databases classify it.

C · Search

Find the video behind the thought.

Predictive search gives users fast suggestions while the result set blends artists, tracks, albums, and video content matching the way people remember entertainment, not the way databases classify it.

D · Save & organise

Turn moments into collections.

Users can add a video to an existing playlist, create a new one, build themed collections, maintain favourites, and return to downloaded videos later.

D · Save & organise

Turn moments into collections.

Users can add a video to an existing playlist, create a new one, build themed collections, maintain favourites, and return to downloaded videos later.

E · Personal space

Make the service remember you.

My Videos, My Playlist, Favourites, Watch Later, subscription management, history, notifications, and category preferences give users continuity across visits.

E · Personal space

Make the service remember you.

My Videos, My Playlist, Favourites, Watch Later, subscription management, history, notifications, and category preferences give users continuity across visits.

F · Engagement

Reward attention—not only transactions.

A lightweight quiz can appear during playback, inviting viewers to answer a content-related question and earn loyalty points. The idea linked entertainment behaviour to the telecom rewards ecosystem.

F · Engagement

Reward attention—not only transactions.

A lightweight quiz can appear during playback, inviting viewers to answer a content-related question and earn loyalty points. The idea linked entertainment behaviour to the telecom rewards ecosystem.

G · Fullscreen

Let the interface disappear.

The fullscreen player keeps transport controls, progress, watch later, playlist, gifting, and sharing within reach while allowing the content to remain visually dominant.

G · Fullscreen

Let the interface disappear.

The fullscreen player keeps transport controls, progress, watch later, playlist, gifting, and sharing within reach while allowing the content to remain visually dominant.

05

05

05

Multi-device direction

The concept expanded beyond the phone.

The concept expanded beyond the phone.

The concept expanded beyond the phone.

The tablet exploration translated the same product into a wider, more cinematic discovery canvas—suggesting how the service might grow as screens and bandwidth improved.

The tablet exploration translated the same product into a wider, more cinematic discovery canvas—suggesting how the service might grow as screens and bandwidth improved.

The tablet exploration translated the same product into a wider, more cinematic discovery canvas—suggesting how the service might grow as screens and bandwidth improved.

Tata Docomo multi-device design showcase
Tata Docomo multi-device design showcase

06 · Outcome

A future-facing VAS pitch.

A future-facing VAS pitch.

A future-facing VAS pitch.

Video On Demand was designed as a one-of-a-kind concept demonstrating how a telecom operator could offer a complete, personalised video destination before OTT became a familiar category in India.

Video On Demand was designed as a one-of-a-kind concept demonstrating how a telecom operator could offer a complete, personalised video destination before OTT became a familiar category in India.

The proposal brought together discovery, streaming, downloads, recommendations, social behaviour, personal collections, multilingual access, loyalty, and cross-device thinking in one product vision.

The proposal brought together discovery, streaming, downloads, recommendations, social behaviour, personal collections, multilingual access, loyalty, and cross-device thinking in one product vision.

A glimpse of the streaming behaviours that would soon become everyday habits.

A glimpse of the streaming behaviours that would soon become everyday habits.

A glimpse of the streaming behaviours that would soon become everyday habits.

Tata Docomo project outcome metrics

Content

Music videos

Content

Movie trailers & clips

Engagement

Playlists & loyalty

Distribution

Telecom VAS ecosystem

Copyright & ownership notice: This project was created during my employment with Hungama. All movie imagery, artist photographs, album artwork, brand marks and related media shown in this historical case study belong to their respective copyright and trademark owners. They are included solely to demonstrate the UI/UX design contribution. No ownership or commercial use of these third-party assets is claimed.

Copyright & ownership notice: This project was created during my employment with Hungama. All movie imagery, artist photographs, album artwork, brand marks and related media shown in this historical case study belong to their respective copyright and trademark owners. They are included solely to demonstrate the UI/UX design contribution. No ownership or commercial use of these third-party assets is claimed.

© 2026 Dnyanesh Gore

This is a personal portfolio. Employer and client names, trademarks and historical interfaces are shown solely to identify the context of my work.
Their inclusion does not imply endorsement of this portfolio. Product information reflects the time of each project and may no longer be current.

© 2026 Dnyanesh Gore

This is a personal portfolio. Employer and client names, trademarks and historical interfaces are shown solely to identify

the context of my work. Their inclusion does not imply endorsement of this portfolio. Product information reflects the time

of each project and may no longer be current.

© 2026 Dnyanesh Gore

This is a personal portfolio. Employer and client names,

trademarks and historical interfaces are shown solely to

identify the context of my work. Their inclusion does not imply

endorsement of this portfolio. Product information reflects

the time of each project and may no longer be current.