Campaign Objective

To ensure all spotlights turned towards the launch of their show, “AASHRAM”, by creating a massive buzz on the day of its release to achieve maximum viewership.

About the Brand

MX Player is an Indian video streaming and video-on-demand platform, developed by MX Media & Entertainment, with over 28 crore 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.

Brand's Ask

MX Player launched a huge show with Bobby Deol, and they wanted to promote the series on ShareChat to increase the viewership of the show multifolds. Unlike the early 2000s, content today is not promoted via television alone. Brands have understood the power of social media, and how it can effectively influence consumer decisions.

Our Solution

Most consumer consumption decisions are impulsive in nature, and most often influenced by advertisements. Keeping this in mind, our core strategy was to influence user’s minds, and thereby come up with an appropriate solution for the brand. All routes led to “AASHRAM” on the day of its launch. A massive promotion campaign was set in motion to create a buzz among the Sharechat community. We made the trailer viewable to every user interacting with the app, along with making use of 1-day Roadblock Ads and banners.

Results

Brand Achievement

Within 24 hours of the launch, the Show created an incredible impression gathering massive viewership. A 100% leak-proof campaign was achieved, where every active user on ShareChat was able to view content related to the show, Aashram.