MX Player’s Valentine's Day campaign #IsLoveComplicated reaches over 52 million Indians
Moving away from conventional romance-skewed promotions, the platform explored the reality of love for its MX Original series – Pawan and Pooja
On the occasion of Valentine’s Day, while most brands sought to highlight love stories that end with happily ever after, leading entertainment streaming platform - MX Player decided to bring to light the ‘reality’ of love in a modern-day relationship. The platform released its new MX Original Series ‘Pawan and Pooja’ that deals with the lives of 3 couples, ALL named Pawan and Pooja - spanning across 3 generations.
With an objective to bring alive the concept of the series and effectively break online clutter, MX Player conceptualized the campaign #IsLoveComplicated.
The genesis of this idea is rooted in the theory that many couples do not openly discuss the conflicted reality of love and hence, the brand decided to create a microsite - http://isloveuncomplicated.in/ to conduct an anonymous digital ‘Pyaar ka Poll’ survey to understand the dynamics of functional relationships in India. The microsite held 8 hard-hitting questions revolving around the core themes of the series such as: whether or not couples were dissatisfied in bed, whether or not they kept secrets from their partner, and whether or not they’ve ever indulged in an exaggeration of their love on social media, to name a few.
In addition to the microsite, MX Player also effectively used Instagram, Facebook stories, and specialist content channels such as Femina, Filmfare, iDiva, MensXP, SpotboyE and more to gauge India’s view on love today. The survey witnessed a participation of over 15 lakh Indians and MX Player was able to piece together a picture true to love and relationships, as seen by audiences today.
Taking the campaign beyond just digital, the statistics gleaned from this poll were highlighted through outdoor, radio and print. With smart insights and seamless execution, a simple digital survey was transformed into an integrated campaign across platforms with statistics from the poll to support bold relationship claims.
Furthermore, this campaign saw traction from many influencers like Neha Dhupia, Kusha Kapila, Prince Narula and Divyanka Tripathi, who discussed the show launch and even participated in some compatibility activities with their partners.
Elaborating on the same, Abhishek Joshi, Head of Marketing and Business Partnerships at MX Player said, “This real-life social experiment flips the regular Valentine’s day approach on its head and the campaign tackled hard-hitting questions about love, rather than the typically seen emotional drivers of romance and happiness.”
Talking about the scale of the campaign, he added saying, “#IsLoveComplicated is a digital-first campaign which was able to scale into a 360 degree integrated approach with powerful OOH communications. What makes the campaign impactful is that we could use the power of digital to reach out to the masses & use the insights across multi-channel communications.”
The results for a poll brought to the surface some very real issues that individuals experience in relationships today.
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