One Take Media Co.’s K-drama streaming platform Playflix has partnered with Admott to strengthen digital monetisation and introduce in-content virtual brand placement technology across its entertainment ecosystem.

The collaboration aims to enhance advertising innovation, improve audience engagement and create new revenue opportunities for the OTT platform as it continues to expand its presence in India’s fast-growing Korean content market.

Playflix, which offers more than 8,000 episodes of Korean dramas, K-pop content and Asian entertainment, has built a growing audience base by providing content in multiple Indian languages, including Hindi, Tamil, Telugu, Kannada and Bengali. The platform’s library includes both subtitled and dubbed content, catering to viewers across regions and language preferences.

Under the partnership, Admott will bring its AI-powered virtual brand placement technology to Playflix, enabling brands to be integrated directly into video content without disrupting the viewing experience. The technology uses artificial intelligence and machine learning to recommend and place advertising elements naturally within scenes, allowing brands to become part of the storytelling environment.

The companies said the collaboration is designed to improve monetisation efficiency while maintaining a seamless and immersive viewing experience for audiences.

Commenting on the partnership, Dimpy Khera, Joint Managing Director of One Take Media Co., said the collaboration represents an important step in the company’s growth strategy.

“As audience behaviour continues to evolve, we believe the future of entertainment lies in creating experiences that are not only engaging but also intelligently monetised. Admott’s technology, expertise and vision align perfectly with our long-term goals, and we’re excited to build the next phase of growth together,” Khera said.

Namita Sahu, Founder and CEO of Admott, highlighted the growing popularity of Korean dramas in India and the need for innovative advertising solutions that align with changing audience expectations.

She noted that K-dramas have evolved from a niche category into one of India’s fastest-growing entertainment segments. According to Sahu, the partnership reflects a shared vision of combining premium content with intelligent monetisation through AI and machine learning-driven virtual brand placement solutions.

Industry experts view in-content advertising as one of the emerging trends shaping the future of OTT monetisation. Unlike traditional ad breaks, virtual brand placements allow advertisers to become part of the content itself, creating more organic and less intrusive engagement opportunities for viewers.

The announcement comes at a time when streaming platforms worldwide are exploring new monetisation models amid increasing competition and rising content costs. Technologies that combine content, data and advertising are expected to play a key role in the next phase of digital media growth.

As the partnership evolves, Playflix and Admott are expected to explore additional opportunities in audience expansion, advertising innovation and premium digital storytelling, positioning both companies at the intersection of entertainment and technology.

Playflix currently offers a large catalogue of Korean and Asian entertainment content, while Admott is an AI-powered in-content advertising platform recognised under the Government of India’s Startup India initiative and incubated by WAVES under the Ministry of Information and Broadcasting.

The partnership signals a growing focus on creating sustainable revenue models for OTT platforms while delivering more integrated and immersive brand experiences for viewers.