MxPlayer Success Story
Maximizing viewership with the brand spotlight In just 24 Hrs.
Ensuring all spotlights turned towards the launch of their show AASHRAM by creating a massive social buzz on the day of release for maximizing viewership.
About the Brand
MX Player is an Indian video streaming and video on demand platform developed by MX Media & Entertainment, with over 280 million users globally. The platform currently operates on an ad-supported model and has a streaming library of over 150,000 hours across 12 languages. Available on iOS, Android, and the web MX Player is the single largest Indian platform competing in the OTT space with global players like Netflix and Hotstar. In a relatively short span of time, the brand has gained immense viewership with its unique understanding of the content preferred by Indian audiences. The Aashram series was one of the most hyped and the biggest bet for MX Takatak as it marked their entrance into the big league of OTT content with a Bollywood star character.
Mx Player launched a big show with Bobby Deol and they wanted to promote the series on ShareChat to increase the viewership of the show multifold. Unlike the early 2000s, content today is not only promoted via Television. Brands have understood the power of social media and how it can influence end consumers' final decisions.
Most of the decisions that we make as consumers about what we consume as content, eat or even shop are “impulse decisions”, and these decisions are influenced via ads. The idea was to get on TOP OF THE USER'S MIND and therefore we came up with this solution for the brand. All routes led to AASHRAM on the day of the show launch. We created a vast promotion campaign to create the buzz on the Sharechat community. For that entire day, all of our advertising inventory was given to Aashram. Every single user who was interacting with the app, would see the trailer of the show and also interact with the show banner. ROADBLOCK ADS: All the ads on the app were dedicated to Aashram for a given day.
What's special for the brand
In 24 hours of the launch, the Show created an incredible impression gathering huge viewers. A 100% leak-proof campaign where Aashram content touch-based with every LIVE user on the ShareChat app on the given day.
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