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MX Player rides on marketing strategy to register 75 million daily active users

A comprehensive 360-degree marketing plan was formulated for its social satire series Aafat. The campaign ranged across multiple consumer touchpoints using different media reach vehicles and reached over 125 million viewers. Following its launch, the number of app installs increased 4x times in one week, with over 5 million viewers consuming the show

Launched in February 2019, streaming platform MX Player has succeeded in registering a viewer base of 75 million daily active users with the help of its innovative marketing strategy.

The platform had gone live with five MX Original Series, ranging across genres such as dramedy with Hey Prabhu, social satire with Aafat, a teenage romance with ImMature, a regional drama called Lots of Love and the marquee chat show Famously Filmfare, which features in seven languages.

Aafat is about five women who are breaking stereotypes while struggling to get married in Delhi’s arranged marketplace. A comprehensive 360-degree marketing plan was formulated for the show. The campaign ranged across multiple consumer touchpoints using different media reach vehicles that garnered a massive reach of over 125 million viewers.

The series grew beyond being an entertainer and became a flagbearer of empowerment for women across multiple segments. The PR outreach across print, online, radio and TV garnered an earned media value of Rs 1.76 crore while the overall promotional plan reached 125 million viewers. As a result, the number of app installs increased 4x times in one week with over 5 million viewers consuming the show.

The platform has employed a power-packed marketing punch with an objective to position the show as entertaining yet thought-provoking that would strike a chord with audiences in tier II and tier III cities. The six-episode series gave insight and is said to stand out as a relatable concept that found empathy across the length and breadth of India, especially in tier II and III markets. Based on this insight, a marketing strategy was devised to cater to small town audiences without alienating the metros.

The marketing campaign was created with a strategy to challenge the age-old belief of ‘Ladkiyaan toh Aafat Hai’ and reposition it as a positive message by coining #MainHoonAafat. The thought essentially was to applaud women who are considered a force to be reckoned with and to inculcate a sense of pride in them for thriving against the odds. Breaking away from the usual entertainment hubs like Mumbai and Delhi, the trailer of the show was launched in Lucknow and Chandigarh, helmed by Gauhar Khan and Neha Dhupia.  The campaign thought of #MainHoonAafat became a rage across town that found resonance and empathy from successful women across different walks of life.

Actors like Taapsee Pannu and Shikha Talsania accepted the symbolic knuckleduster award that was made to felicitate women who continue to be judged by society while media stalwarts like Malini Agarwal, RJ Rohini, RJ Archana and Malishka Mendonsa acknowledged the gesture as well. The Impact Top 50 influential women, who included strong personalities like Faye Dsouza and Lara Balsara among others, were felicitated with the #MainHoonAafat award. 

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