BRAND
MX Player, B2B
BRAND CONTEXT
MX Player is an online video streaming app (OTT) which is bigger than Netflix in India. With over 175 million monthly active users today, it has treaded the journey from being a start-up to the largest video streaming app in India in less than 1.5 years.
MARKET CONTEXT
MX Player, launched in February 2019, was a late entrant in the online video streaming industry in India. It had no known equity in content and was viewed as a ‘Tech’ company. As a result, the limited talent pool of content creators & storytellers were skewed only towards the big players in the industry.
THE CHALLENGE
In a scenario where content is king, how does a video streaming app survive if no breakthrough ideas are pitched to it by storytellers & content creators?
THE INSIGHT
Indian OTT had become a breeding ground of nepotism & unjust bureaucracy. Strong nexus of established storytellers & production houses prevented the entry of budding professionals into the system and deterred them from reaching out to platforms.
THE STRATEGY:
Provide an accessible & democratic platform for storytellers to pitch their ideas directly to MX Player – a first ever initiative in the Indian video streaming industry.
THE EXECUTION:
Launched a property - MX Penstorm through a microsite & on-ground event and reached storytellers through social media, email marketing and other targeted mediums
THE RESULTS:
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Resounding success of receiving 2500+ new ideas, green lighting 6 shows, setting up 2 in-house ‘Writer’s rooms’ and building tremendous goodwill within the creative community. All this under a turnaround time of 50 days and a budget of less than $10,000!