MX Player: Raktanchal x PubG

MX Player, the streaming platform, aimed to drive new user engagement and create awareness for its series by redefining heartland dramas in India.

Campaign details

Brand: MX PlayerLead Agency: MX PlayerRegion: APAC

Strategy

Objective

The platform aimed to redefine heartland dramas (a genre that is overall an OTT favorite) and bring back the big, bad, and bold gangsters to your preferred choice of screen. The objective was to drive new user engagement and create awareness for this series – without traditional marketing tools like OOH, outdoor events etc due to the pandemic.

Target Audience

The target audience for Raktanchal X PubG was 15-40 AB.

Creative Strategy

To stand out amidst the clutter of shows/films that have also used...

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