Within 7 months of launch and with 17 Originals, MX Player is India’s leading streaming platform that caters to 75 Mn Daily Active Users. However, the brand has been the talk of the town for the past few days – ever since the strange #IdeaChor started trending on social media. While both the netizens and the digital gurus are intrigued by #IdeaChor, many have also reacted asking why MX Player is openly “stealing ideas”.
But what MX Player has stolen is the attention of the viewer with this quirky gimmick of #IdeaChor for their MX Original Series – Kiska Hoga Thinkistan Season 2. This edition of the show witnessed high octane office politics and professional rivalry that turns personal with the new boss stealing ideas and then taking credit for them.
With #IdeaChor, MX Player has shown its appreciation for brands that have set a high benchmark on digital as it aped several posts and ideas of theirs. This was an intentional attempt to give the audiences a taste of what it feels like when your ideas are stolen or taken credit for (as seen in the show).
While many users are lauding the creativity of the posts despite the outright plagiarism, this digital campaign started many conversations that route back to the show. Popular influencers like Gabbar Singh, Sagarcasm, Akshar Pathak, Tendulkar, Bollywood Gandu and Atul Khatri amongst others were also roped in to engage fanbases across categories.
Commenting on the campaign, Abhishek Joshi, Head of Marketing and Business Partnerships, MX Player said, “Sometimes, stealing ideas turns out for the good but jokes apart, we wanted to grab the attention of the digital viewer. The campaign was conceptualized in a way to bring alive the narrative of ‘Kiska Hoga Thinkistan Season 2’.
This engagement was risky, it was quirky, and it presented us with an opportunity to create conversations for a web series like never before. Be it brands, advertisers, viewers or the marketing fraternity at large – everyone has taken notice of this campaign and I am glad we caused a stir with this one.”
A pioneering effort across categories in the OTT space, MX Player’s ‘#IdeaChor’ campaign not only received immense traction but was also deemed ‘risky yet immensely successful’.